The Ultimate Guide to Building a High-Impact CPG Brand Strategy

Navigating the consumer packaged goods (CPG) industry can be challenging, especially for emerging brands looking to make a lasting impact. We spoke with Danielle Calabrese, a seasoned CPG expert with over 16 years of experience in beverage, snack, and bakery startups. Danielle shares her journey, her strategic approach to brand growth, and the essentials every founder should know for a successful launch. Dive into her insights on crafting a go-to-market plan, securing early traction, and the advice that continues to shape her approach to building impactful brands.

 Learn more about Danielle on the podcast.

1. Can you briefly introduce yourself and what you do for those who may not be familiar with your work?

Hi! My name is Danielle Calabrese and I’ve been in CPG for about 16 years. I started my career off in beverage. I’ve run several different beverage, snack and bakery companies. I’ve worked with mostly startups and specialize in putting solid strategic plans together to set brands up for successful growth. 

2. What inspired you to get started in your field, and what continues to drive your passion?

I started off my career in cold-pressed juice and loved the idea of being able to physically sell a health and wellness product that had the potential to really affect someone's life in a positive way. Now, what motivates me is helping Founders bring their dreams to life and do it in a way that will set them up for the future, attract repeat customers, buyers and investors. You need all three of those things to have a successful CPG brand. 

3. What do CPG brands need to know about building a Go-To Market strategy?

It takes strategy, cash and the openness to listen to people that have done this before and can help guide. I’m all about doing things differently and innovating the way that CPG business operate, sell, distribute, market, fundraise etc. But it is still crucial to consult with people who have walked the road before because there are so many twists and turns to this industry. 

4. What are the top 3-5 tips you’d give a CPG brand who is looking to get their product launched?

1. Make sure there is demand for your product - have you identified white space? Are you solving a problem or are you innovating in a stagnant category? 
2. Test the waters with customers and buyers in the super early stages before you fully commit to spending on inventory. 
3. Create a go to market sales and marketing strategy. Which channels will you sell to? How will you distribute? Who are your customers/retailers? Who is your customer and what do they want? What are 2-3 marketing tactics you will use to help build your brand awareness?
4. Create a basic budget and raise enough money that will get your product launched and give you a little bit of runway to prove that your brand is something that people want and will continually re-purchase. This will set you up to raise a larger amount of money in the near future. 

5. Can you share a success story or a favorite moment from your work that really stands out to you?

I coach a lot of early stage Founders. And oftentimes when you’re just getting started and haven't spoken to a lot of people about your idea and plan you forget that you have a really cool and unique idea. I was recently working with someone that was ready to give up because they just felt lost and didn't know how to navigate getting the product out there. I reminded him that his product is innovative and interesting and his customer is out there and really wants what he has created and that he should keep going. I’ve been through this so many times I always like to remind people why they started in the first place. The highs can be high and lows can be low but you just have to keep moving forward each day. 

6. Where do you see your industry heading in the next few years?

I think women are really stepping into their power in the CPG industry. More and more people are looking at new ways of doing things, new ways of connecting to the community and getting their product out into the world. I just love this so much. Gone are the days of boys clubs and women being isolated from the industry. Women are on the rise in CPG and I’m here for it! 

7. What’s the best piece of advice you’ve ever received, and how has it impacted your journey?

I've been given a lot of great advice. But most recently one that stuck with me was from about a year ago. I was speaking with a mentor of mine and he told me to focus on only 2-3 big things at a time. It sounds so simple but as someone who has a lot of capacity and ability to function well under stress and pressure, I often just take on way too much. I stopped doing that this past year and started to be much more selective about what I focus my time on and really try to only spend time on things that truly move the needle in my business.

8. How can people connect with you or learn more about your work?

The best way is to sign up for my newsletter HERE - that is where I’ll be announcing “The Ladies Who Launch Podcast, “ my free masterclass in February and my course on “How to Launch Your CPG Business” will all be announced there. 

Follow my on social @itsallhappeningagency.co  for tips on all things CPG.

I also have a free guide that you can get if you click here .