Archives of Packaged Goods

Woman's hand using a roll of transparent polyethylene food film for packing products on the pastel blue table. Empty place for text or logo.

Navigating a path away from plastics dependence for a global CPG company

Challenge: The Canadian arm of a global CPG company was looking to navigate a path away from plastics dependence. From product line, to manufacturing investment, to communications, this organization wanted to rethink its core value proposition.   Impact: By connecting how consumers fundamentally think and reason about household products today to a ‘preferred future’ the […]
Girl eating ice crea,

Consumer needs at the heart of strategy for ice cream portfolio

A major CPG company needed to align and differentiate their ice cream portfolio to better meet consumer needs and occasions within the category For the first time in their history the client was able to put consumer needs at the heart of their marketing strategy and build strategy plans to ensure that each brand could […]
Cute baby boy drinking from bottle. Smiling child is 7 months old.

Role of infant formula programs and brand influence

Our client wanted to examine the role of infant formula programs and brand influence. Our work with expectant and new Moms led to a better understanding of milestones and pain points in the health and wellness of their baby. Caring for infants is a highly personal learning journey – especially for first time Moms. Not […]

A spirits distributor dips its toes into a new market

A Canadian alcohol manufacturing and distribution company set about to expand a lesser-known spirits brand in the market with established, prestigious brands. In particular, the brand team questioned the feasibility of going head-to-head with the leading brand in Canada. Through psychoanalytics and choice-based segmentation RESEARCH STRATEGY GROUP revealed, playing up the brand’s heritage—not something the […]
Holstein cows in the pasture

A global food producer confronts sustainability

Our Client: A publicly traded global food producer has produced high quality protein food products for generations.  The company, a household brand name, was confronting a rapid change in consumer attitudes for the entire protein category. Business reality The company was always conscious of the environmental impacts from its operations and endeavoured to operate with […]
engagement ring

A luxury goods company grapples with product adoption

Our Client: An international company that specializes in the manufacturing, design and sales of diamond bridal and fashion jewelry.  The company utilizes leading edge technology to create products for the savvy jewelry consumer.  The company is proficient in the production of Lab Grown Diamonds (LGD), and believes this product has significant growth potential. Lab Grown […]