Major CPG brands are looking to leverage the direct-to-consumer trend

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 11, 2020, 10:01 AM UTC

Brands are building new DTC lines and upgrading packaging that is easier to deliver to consumers.

With ecommerce becoming a high-growth channel, brands like Pepsi and Kraft have been looking to develop and strengthen their DTC models. The new emphasis on DTC and ecommerce will mean that businesses will be shifting media spend to support these channels.

Pepsi’s CEO Ramon Laguarta said the beverage and snacks conglomerate will be investing more in ecommerce by reallocating money from other media channels. The brand is looking to retain customers who will permanently shift from in-store to online ordering.

World’s largest brewer, AB InBev, which already has DTC venture, is pivoting is marketing spend into digital media from in-store displays and marketing partnerships with retail stores. The company is also planning to start manufacturing large packs which are easier to ship and sell online.

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