How Kellanova, Kenvue & PepsiCo Use Digital-First, Consumer-Centric Personalization
With consumer goods marketing often aligned with traditional retail operating models, many organizations struggle to adopt genuinely consumer-centric strategies.
According to industry leaders Emily Minardi (Kellanova), Channan Sawhney (Kenvue), and Ellen Webb (PepsiCo), many of the largest CPGs are shifting to create dynamic and sustainable operating models. They are effectively navigating digital transformation challenges by using advanced technologies and data analytics to foster deeper, more personalized connections with consumers.
“Data that we have now allows us to connect with the consumer in a much more personalized way, and I think we're realizing more that's the way we’re adjusting, so it’s exciting,” Minardi, senior director of consumer experience enablement, said at the recent Consumer Goods Sales & Marketing Summit.
Fostering Deeper Engagement
Kellanova is using advanced consumer data to boost experiences and enablement. In doing so, they're moving beyond traditional product-centric messaging to deliver tailored solutions that meet specific consumer needs at critical moments.
Rather than traditional advertising that overloads consumers with information, the company focuses on delivering solutions that address specific consumer needs, positioning itself as a trusted partner in meeting their demands. This data-driven approach positions Kellanova to thrive in an increasingly competitive landscape, with a pivotal shift toward personalization in the consumer goods industry.
Similarly, Kenvue, which includes such brands as Listerine and Neutrogena, is strategically balancing a consumer-centric approach with traditional retail models. By leveraging advanced analytics and fostering ongoing dialogue, Kenvue is deepening engagement with consumers through targeted insights, enhancing consumer connections and driving loyalty in a competitive marketplace.
“Customer-centric is keeping the consumer at the center, mapping the dialogue, personalizing, getting real-time feedback, [and] building a relationship,” detailed Sawhney, Kenvue global Amazon customer leader.
PepsiCo has a diverse and results-oriented shopper analyst team that is committed to enhancing its brand image. Composed of professionals ranging from data scientists to primary researchers, the CPG promotes a unique work structure that drives innovation.
Brand Building Trends
In an omnichannel digital consumer world, brands must focus on moving with and not against the shifts of growing technology, but the fundamentals of brand building remain constant: understanding the consumer, developing high-quality products, and ensuring both mental and physical availability.
These principles are paramount, particularly when considering brand equity and design. It's essential for logos and brand elements — such as Mr. P on the Pringles can — to be ingrained in the consumer's mind, leveraging established neuroscience principles.
Staying relevant in today’s market requires a keen awareness of Gen Z trends. The demographic increasingly seeks unique brand connections and experiences. To effectively engage, businesses must leverage advanced analytics and consumer insights to tailor experiences that resonate on a personal level.
Companies that prioritize these elements will not only enhance brand loyalty but also position themselves competitively in a rapidly evolving marketplace.
“I think the piece really unique to that generation is authenticity. They can smell an inauthentic brand from a mile away,” said Webb, PepsiCo’s VP of shopper analytics and insights. “Being as authentic and personal as you can creates a unique challenge for us in the industry.”
Also read: PepsiCo-Owned Gatorade Boosts Loyalty and Personalization
When Gen Z star Kordell Beckham from Love Island USA expressed his desire to be a spokesperson for Cheez-It, Kellanova swiftly launched a limited-edition Kordeezy Cheesy Cheez-It product that quickly sold out. The initiative demonstrated the power of leveraging niche and relatable influencers, with impactful engagement that doesn’t require high-profile endorsements.
“When there's an authentic moment in time — and when someone they look to as an influencer says something about your brand — you need to be ready to be right there and deliver. That's where the magic happens,” stressed Minardi.
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