Revolutionary, cultural, nimble and even sexy these are just some of the words used to describe the most innovative consumer goods companies of 2013. Fast Company recently revealed this list, featuring Nike Inc. in the No. 1 position. Find out which other consumer goods companies made the cut and why.
Initially conceived in the late 1990s based on the success of Nespresso, Nestl's BabyNes system is a breakthrough innovation for mothers when breastfeeding has finished.
Like a newborn baby, a successful launch needs close handholding: Inducing trial and driving repeat buys will need effective interaction with the consumer at every moment of truth.
Campbell Soup Company's consumer insights team traveled across the country to find out what makes consumers tick. Its findings shaped the company's decision to focus innovation efforts on new consumer groups, new consumer needs and new consumer platforms.
In addition to TV, digital and social media, the multi-million dollar campaign will include national print, out of home advertisements and other targeted advertising, on-pack, experiential marketing and public relations.
