SmashBrand

We are looking for an account/project manager! LMK if anyone knows anyone good. -Need at least 3yrs agency experience and "gets the biz" -Role will be client facing, needs exceptional people skills -Prefer project-based work experience (vs. retainer) -Ideally has CPG experience (and packaging even better!) GOOD NEWS: -role is fully remote, and always will be -we are an awesome team and "winning" :) Jessica Pramanik

What started as a trend that many thought wouldn’t stick around is now an established category with shelf presence in nearly all national retail stores. ?? That means competition isn’t just coming from indie brands. Big beverage companies are watching, testing, and launching extensions. They’re bringing deep pockets—capturing marketshare through innovations and acquisitions. ?? If you're a non-alc brand, the window to stand out with a consumer segment is becoming more challenging. As category leaders emerge, the “me-too” brands will get squeezed out. Simply riding the wave of demand isn’t enough anymore. You need: ? Clear, differentiated positioning—beyond just “zero proof." ? Ownable brand assets—that lock in consumer recall. ? Clear & Compelling Messaging–that speaks directly to a committed audience. ?? In our latest newsletter, we covered "How Not to Be a Me-Too Brand." Non-alc is a textbook case study. The brands that win won’t just follow the category—they’ll define it. ?? Here’s a link to the newsletter with an opportunity to sign-up for more: https://lnkd.in/gtKqj_Gd Are you building a brand that can compete—or just waiting to be replaced? #BrandStrategy #NonAlcoholic #CPG #Positioning #BrandDifferentiation #SmashBrand

If your brand is strong enough, even your competitors will want a piece of it. Just search "Cinnamon Toast Crunch" and you'll see what we mean. Look at those "Cinnamon Crunch" and "Cinnamon Toast" flavor knockoffs. These national brands are banking on the consumer recall of a category giant—hoping a name that's close enough will trigger a purchase by attaching nostalgia to their healthier alternative. This is what happens when a brand dominates a category. And if your brand equity isn’t defendable, others will chip away at it. Should General Mills innovate and leverage their flavor profiles for BFY licensing or brand extensions? Something to think about. Winning brands don’t just build recognition; they create barriers. Trademarks, owned visual assets, distinctive product positioning, and strategic innovations—all of it locks in consumer preference and shuts the door on me-too competitors. At SmashBrand, we help CPG brands secure defendable market positions that don’t just drive awareness but also mitigate the competition’s leverage. How are you protecting your brand from the competition? Let’s talk.

The protein category isn’t just growing—it’s transforming. From chips to popcorn, brands are pushing beyond bars and powders to meet evolving consumer demand. But with more players jumping in, standing out at shelf is harder than ever. ?? Winning in this space isn’t about simply adding protein. It’s about differentiation, messaging clarity, and strategic positioning. ?? Function meets flavor – Consumers want high protein, but not at the expense of taste. Brands that balance indulgence and function are leading the charge. ?? Right protein, right audience – Plant-based? Collagen? Whey? Not all protein sources are created equal, and the best brands align with consumer values and dietary preferences. ?? Packaging that converts – Whether it’s in the appropriate category aisle, designated protein end-cap, or even cross-merchandised in the fitness section—protein-enhanced products need to stand out fast. ??? The winners are those that communicate benefits instantly—with strong claims, clear macros, and bold design that drives purchase decisions. ?? But here’s the reality: Protein is becoming table stakes. The real winners won’t be the ones shouting “20g Protein!” the loudest. They’ll be the ones that use protein to support a bigger brand story. ?? A few key points to remember: ? Category matters. In salty snacks, protein can be a strong front-of-pack driver. In indulgent treats, leading with taste (while reinforcing protein) is the smarter play. ? Leverage existing equity. If your brand is already known for bold flavors or clean ingredients, let that lead. Protein should enhance your positioning, not redefine it. ? Messaging hierarchy matters. Does protein deserve the biggest real estate on your pack? Or should it support a more compelling brand or flavor story? Consumers should see why they should care before they see the macros. At SmashBrand, we help brands sharpen their messaging and test real consumer reactions—so you’re not just competing on protein grams, but on the reasons people actually buy. If you're working on an innovation and curious about how our stage-gated approach can help, let's talk. #CPG #ProteinInnovation #BrandStrategy #BrandPositioning #PackagingDesgin

For Dr. Squatch, character is everything... ???? Their brand is already built around a strong, recognizable mascot, making this Marvel collab feel like a natural extension—an on-brand move that amplifies their identity (rugged masculinity and playfulness) rather than diluting it. ?? Most personal care brands collab through scent or flavor partnerships (think Native’s Dunkin Donuts shampoo), but Dr. Squatch takes a different approach. ????♀? This isn’t about what you smell like—it’s about who you become. Want to feel like a superhero? Use this soap. ?? But the success of a collab like this doesn’t just depend on branding—it’s also about placement, making end-cap displays a key strategy. ?? Unlike body wash or soap aisle regulars, many shoppers encountering this display weren’t actively looking for a bar of soap. ?? The intrigue of Marvel’s characters, combined with the bold Dr. Squatch branding, creates stopping power. ???? It disrupts routines, sparks impulse purchases, and gets the product into new hands. ?? The strategy here is twofold: 1?? Tap into nostalgia, bringing in longtime Marvel fans who see these as collectibles, not just soap. 2?? Attract a younger audience by aligning with a universe they already love—making Dr. Squatch their go-to brand before they even realize they need one. This is more than a licensing play. It’s brand positioning at its smartest—turning an everyday product into an experience. Would you try it? #brandcollab #BrandCharacter #CPGLicensing #CPG #CPGBrands

Ok I’ll try it! Nice price discount, plus The Hershey Company cobrand with Reese’s?!?! Nice RTB: made with Reese’s peanut butter.

Great points here. Join the conversation: https://lnkd.in/gnxyePar

Expo West 2025 in five seconds. Low on real innovation. High on convergence. Protein everything. I liked this booth from NielsenIQ.

Happy 2-year work anniversary to Elicia! As one of our exceptional Account and Project Directors, she continues to bring expertise, tenacity, and strategic thinking to every challenge. Her ability to navigate complex projects and uncover new opportunities has been instrumental in our success. We’re grateful for her dedication and impact—here’s to another year of raising the bar! #WorkAnniversary #SmashBrand #CompanyCulture #CPG #CPGAgency

Big shoutout to Mara on her one-year work anniversary! ?? She’s been a rockstar at collaborating with the team, turning data into real insights, and making sure our presentations don’t just look great—they tell a compelling story. Grateful to have her on board and excited for what’s next! #WorkAnniversary #TeamSuccess #DataDriven