SmashBrand - Strategy & Packaging Design Agency

Would you buy this? Wendy’s stretch into the freezer aisle is interesting. On 1 hand, they’re leaning hard on equity with “fresh, never frozen” doing the work. But meat isn’t an impulse buy. Purchase cues matter. Will shoppers trust a QSR brand to deliver rancher-quality beef?

Small retail details make a big difference. Christy found Heinz Relish bottles upside down at Target and couldn’t resist fixing them. 👀 #CPGMarketing #RetailExecution

One aisle. Dozens of SKUs. Clear winners. See how brands use blocking, color, and format to win the salad dressing category. Christy breaks it all down on our YouTube channel: youtu.be/XF4RYCBoDmc Be sure to like, comment, and subscribe! #CPG #PackagingDesign #BrandBlocking

Format + flavor ≠ enough. Miss size + price point and you miss the shelf. 👉 Don’t Guess Your Way To An Assortment Strategy:

🚨 Packaging fail spotted in Safeway produce. Christy shows how a full-wrap label on Rocket apples creates a barrier for shoppers. If consumers can’t see the fruit, they won’t buy it. 👀 Watch the breakdown #PackagingDesign #ShoppingWithChristy #RetailInsights #CPGBrands

As processed foods face growing scrutiny, brands are being pushed to look fresher and more real—even in the canned aisle. Christy Lebor shares her perspective in this new AdAge feature on the evolution of packaging design. Read the full article → adage.com/brand-marketin… #CPG

Our own Christy Lebor weighs in on PepsiCo’s launch of Pepsi Prebiotic—just 2 months after acquiring Poppi for $2B. “Defensive, not disruptive.” “Wellness isn’t a flavor. It’s a belief system.” Full interview via @ingredientsnet 🔗 ingredientsnetwork.com/pepsico-s-preb… #CPG #Positioning

@DevinKunysz That's a great call out @DevinKunysz

@smashbrand So about 1.2% of total sales? Feels like they were probably using this as the justification for their annual 2-3% price hike

P&G expects $1B in tariff costs and will raise prices on 25% of U.S. SKUs starting in August. They're also cutting 7,000 jobs and exiting underperforming brands. Portfolio optimization is accelerating across CPG. The winners in this reality will be brands that scale cohesion.

Honey is having a moment. U.S. consumption just hit an all-time high—per capita use up 25% (USDA, 2024). Natural sweeteners are rising. Functional flavor is trending. Is it time to move “made with honey” up the PDP claims hierarchy? prnewswire.com/news-releases/…

🔗reuters.com/business/proct…

Joshua’s growth over the past 3 years has been impressive. From raw data to actionable insights, his work in consumer research and testing plays a critical role in how we validate packaging performance. We see it. We value it. Thank you, Joshua.

What happens when consumer culture meets fine art? At Crystal Bridges Museum, KAWS reimagines General Mills’ Monster Cereals. In this video Christy explores how CPG brands can transcend the aisle and shape cultural memory. #CPG #PackagingDesign #KAWS #CPGculture #Branding

Old El Paso could’ve faded into irrelevance but instead, they continue to showcase real staying power. In this retail walk-through, Christy spots an in-aisle execution that gets it right: bold branding, playful claims, and standout visuals that drive appetite appeal. #CPG

Look what was spotted in the cracker aisle. In this video Christy breaks down this seasonal SKU where playful packaging meets mixed messaging. From sunglasses and tans to ambiguous claims, this pack design gets attention... but does it clearly communicate? #CPG #SeasonalSKU

Barebells' latest SKU spotted at Target has a new box structure with a visual identity that leans heavily into confectionery cues. Here, Christy analyzes what this means for category signaling, brand consistency, and non-licensed mimicry in the competitive protein set.

Gatorade recently entered the water category. Here’s what works, what doesn’t, and what can be learned. From equity transfer to differentiation, we break down how this leverages built-in credibility and whether it delivers clear category understanding. #CPG #BrandExtension

When the lawyers get involved 😉. Here's another #shoppingwithchristy video exploring this Gatorade innovation. #cpg #branddevelopment #innovation #packaging #design

Plant Based Reece's? Think consumers will repeat on this or just try it once and move on? Would you try it? Drop your thoughts in the comments. #PlantBasedCandy #LineExtensions #CategoryVelocity #CPGStrategy #ConsumerAdoption

This Stoats shelf set nails blocking & draws focus to the hero SKU. But… – Is the masterbrand memorable enough? – Does scaling back “delicious” on +protein erode trust? – If protein is the RTB, why is it seen last? Good start but work to be done. #PackagingDesign #CPG #FMCG