What does CPG mean?
CPG stands for consumer packaged goods: products people buy often, use up, and replace. Food and beverage, household cleaning, personal care, pet food, over-the-counter health products. The category is defined by low price, high frequency, and very little deliberation at the moment of purchase.
What it means for the copy
Nobody researches a hand soap. CPG copy has to land in a line, about something the reader already feels rather than something the product does. Most CPG brands now sell through retail and DTC at once, so the same message has to work on a package, a product page, and a paid social ad.
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