The CPG giants had to rethink their brand strategies after an unpredictable year.
General Mills; PepsiCo

By Emmy Liederman

11 mins ago

When movie theaters shut down, sporting events were canceled and we all began shopping for groceries online, food and beverage companies were forced to lean into brand purpose to figure out what consumers really needed. Through real-time data collection and unconventional marketing, CPG companies were able to balance immediate results with growth ambition. 

Emmy Liederman

Emmy is an Adweek contributor who is completing her journalism degree at The College of New Jersey with minors in Spanish and broadcast journalism.