Fix the Right Problem - Smarter Marketing for CPG Brands
When growth stalls in CPG and consumer products, it’s tempting to jump straight to a solution. More media spend. New packaging. A big promotional push. The thinking is: if we just fix this one thing, sales will rebound.
But what if the real problem isn’t what you think it is?
Too often, brands react to symptoms instead of diagnosing the actual issue. They assume sluggish sales are due to awareness, pricing, or creative when the root cause might be something entirely different—consumer perception, product experience, or even category dynamics.
I learned this firsthand when I joined a CPG brand that had hit a plateau. Leadership was convinced our biggest issue was awareness.
But when reviewing our quarterly brand health report, I learned that we had nearly 100% awareness. What stood out was our awareness-to-trial ratio, which was significantly lower than our competitors.
This was a revelation—but I didn’t stop there.
I went on to audit additional existing research, including an equity scan, which uncovered an even bigger issue: despite being in the market for decades, consumers didn’t see our brand as a credible player in this category.
But I still wasn’t done.
To go deeper, we invested in primary research, conducting qualitative studies to probe why consumers held this perception. Their responses provided clarity: awareness wasn’t the issue, and trial wasn’t just about access—it was about trust. Consumers didn’t believe our product could deliver.
These insights drove major shifts in our marketing strategy. Instead of increasing advertising, we reduced it, reallocating investment into:
✔ Product sampling to let the experience speak for itself and drive consumer ratings & reviews
✔ Influencer marketing and PR to drive third-party endorsements, UGC, and consumer trust
Beyond budget shifts, we also refined our messaging across all existing tactics to directly address credibility gaps—ensuring every touch-point reinforced trust in the brand.
The result? Consecutive years of above-market growth and sustained improvements in brand health.
The Wrong Assumptions Can Be Costly
Misdiagnosing a problem doesn’t just delay growth—it can lead to wasted investment and missed opportunities.
If I had accepted the assumption that awareness was the issue, we would have poured budget into advertising that wouldn’t have moved the needle. Instead, by digging deeper, we uncovered an equity issue that required a different approach.
This kind of misstep happens all the time in CPG and consumer brands. A company throws discounts at a sales problem when the real issue is distribution gaps. A team re-brands to modernize its image when the real problem is pricing misalignment. A brand invests in content when the real issue is product-market fit.
When companies fix the wrong problem, they don’t just waste money—they also create new risks:
⚠️ Confusing the consumer by constantly shifting messaging
⚠️ Eroding profitability by relying on promotions instead of addressing pricing strategy
⚠️ Losing time by chasing the wrong metric instead of solving what truly drives growth
This is why taking a diagnostic approach is critical.
Keep Asking ‘Why?’
The most effective problem-solving doesn’t start with answers—it starts with questions. When growth slows or performance lags, it’s easy to default to the most visible explanation. But the first assumption isn’t always the right one.
Before committing resources, take a step back and challenge what you think you know:
✔ Interrogate the data – What patterns stand out? Are there inconsistencies between performance metrics and brand health indicators?
✔ Look beyond symptoms – If sales are declining, is it a distribution issue, a pricing misalignment, or a shift in consumer perception?
✔ Keep asking ‘why’ – If awareness is high but trial is low, why aren’t people trying the product? If trial is strong but repeat rates are weak, what’s causing drop-off?
✔ Validate with real consumers – Are assumptions aligning with actual consumer behavior and sentiment?
The goal is not just to act—but to act on the right insight. When teams take the time to dig deeper, they make smarter, more effective investments that drive sustainable growth.
Fresh Eyes, Smarter Investments
Sometimes, teams are too close to the problem to see it clearly. They rely on historical assumptions, internal data, and past strategies, but blind spots develop over time.
This is where fresh eyes can make all the difference. Whether it’s an outside perspective or simply taking a step back, challenging long-held beliefs can open the door to real breakthroughs.
A new team member might spot an overlooked consumer insight
A consultant might identify a misalignment in pricing or positioning
A deep dive into research might reveal a hidden barrier to conversion
The key is being willing to question what’s always been done.
Conclusion
Diagnosing the real issue before making big decisions is what separates effective marketing from wasted effort. Every business will face moments where growth slows—but the CPG brands that ask better questions will find the right solutions.