5 Campaign Trends for FMCG/Beverage Products Worldwide

5 Marketing Campaign Trends for FMCG/Beverage Products

In this digital age where everything moves rapidly, people have to live their lives racing against time, even in the realm of business. Entrepreneurs must constantly innovate and adapt their marketing strategies to stay relevant and attract target audiences in the ever-changing landscape, especially in the fast-moving consumer goods (FMCG) sector, particularly in beverages. With new SME brands emerging continuously, coupled with the constantly evolving social trends, longevity and victory for established brands are not guaranteed. 

So, entrepreneurs need to understand the process of creating creative campaigns. Let's take a look at the "5 Marketing Campaign Trends for FMCG/Beverage Products" in 2024, gathered from businesses in this industry worldwide.

5 Marketing Campaign Trends for FMCG/Beverage Products in 2024

1. Focusing on Consumer Experience

Gone are the days of simply selling products; nowadays, brands must prioritize the experiences consumers receive. This means creating engaging and memorable creative campaigns that stimulate participation and word-of-mouth sharing. 

For example, Coca-Cola's "Share a Coke" campaign in 2014 printed popular nicknames on bottle labels and cans, resulting in tremendous success both online and offline. Many consumers rushed to buy Coke bottles with their names printed or even purchased them as gifts for friends, partners, or family members with matching names. By encouraging consumers to share their personalized bottles on social media, this creative campaign not only raised brand awareness and generated word-of-mouth but also created an exciting experience for consumers seeing their names on a famous beverage container.

2. Leveraging Influencer Marketing

In today's market, simply promoting a brand may not be sufficient; instead, brands must rely on the influence of well-known individuals, known as influencer marketing. Selecting celebrities or personalities who resonate with the target audience can help build brand credibility and increase consumer purchasing decisions.

A prime example of a creative campaign is the "Starbucks x BLACKPINK" campaign. In addition to having the globally renowned girl group as brand ambassadors, Starbucks also produced a BLACKPINK merchandise collection for fans to collect. During live sessions where all four members interacted with fans, they casually held Starbucks cups from the collection, subtly promoting the collaboration. This campaign didn't heavily focus on selling products; however, it generated instant consumer interest, with products selling out online within the first 10 minutes of release and long queues forming outside physical stores even before opening. This success both online and offline demonstrates the power of influencer marketing in driving consumer engagement and sales.

3. Emphasizing Sustainability and Social Responsibility

With the increasing impact of global warming and natural disasters on our planet, people are becoming more aware of these issues than ever before. So, modern consumers often prioritize brands that have a strong stance on social responsibility and sustainability. Creating campaigns that focus on pollution reduction, the use of recyclable materials, or allocating a portion of profits to social causes can help brands build a positive image and engage in self-promotion.

A notable example of a creative campaign is the brand "JUST Water," a newcomer in the FMCG/Beverage industry. The brand originated from the awareness of ocean pollution. The brand owner was determined to develop a product that reduces the use of single-use plastic. They produced bottled water packaged in paper bottles made from legally harvested trees, combined with bioplastic or plant-based plastics. By clearly declaring their environmental stance and catering to the needs of modern consumers, the brand achieved a staggering brand valuation of $100 million in just four years, which is an impressive feat.

4. Integrating Online and Offline Channels (O2O Marketing)

The truth is, in today's era, online marketing is crucial, but it doesn't mean we should completely abandon traditional or offline marketing. There are still consumers who prefer to purchase products in-store. Therefore, effective marketing campaigns should seamlessly integrate both online and offline channels. Many businesses utilize the services of a digital agency to maximize the efficiency of such campaigns.

A creative campaign example is Oishi Green Tea, a leader in the FMCG/Beverage industry in the green tea market category. They designed an O2O campaign to raise awareness about "catechin," an antioxidant found in green tea, as it's a relatively unfamiliar concept for many Thais. The brand employed strategies to pique consumer interest and stimulate curiosity about catechin. They then placed QR codes across various channels for consumers to scan, leading them to Oishi's webpage for further information.

5. Utilizing Gamification Strategy

Gamification is a marketing campaign strategy designed to resemble gaming activities, often involving consumers in various activities with the brand to create fun and engagement. Examples include spin-the-wheel games, point accumulation for rewards, and more. Apart from being an innovative strategy, gamification also enhances brand memorability and can significantly increase sales because customers enjoy participating in fun activities.

A creative campaign example is the "Red Bull Summer Memory" campaign by Red Bull, a Thai FMCG/Beverage brand. This campaign transformed receipt data into a game, encouraging consumers to purchase Red Bull beverages and upload their receipts as evidence through specified channels. The more receipts uploaded, the higher the chances of winning prizes. This campaign successfully collected over 25,000 receipts from consumers participating in the game.

Implementing creative campaign strategies according to the trends mentioned above will help FMCG/Beverage brands establish a modern image, stimulate increased consumer participation, and create sustainable brand awareness.

If you're looking to market your business effectively but unsure which strategy suits your needs, consider partnering with Jenosize, a digital agency comprising strategic consultants specialized in research, evaluation, and data analysis. We provide strategic consultation and management advice to help your business thrive. Let’s work together to pave the way to your future success!