CPG Publicity Done Right: Effective Strategies for Building Brand Visibility in 2025

The consumer packaged goods (CPG) industry is vast, diverse, and incredibly competitive. With an increasing shift toward digital-first consumption and rapidly changing consumer preferences, brands must adopt innovative publicity strategies to stand out in the marketplace. Publicity is more than just getting attention—it’s about strategically positioning your product in front of the right audience, building trust, and establishing long-term relationships with consumers.

In 2025, CPG brands need to be adept at blending traditional publicity tactics with cutting-edge digital strategies. From leveraging influencers and social media platforms to creating engaging and memorable brand experiences, effective CPG public relations can boost brand awareness, drive sales, and foster customer loyalty.

This op-ed delves into how CPG companies can harness the power of publicity to achieve their business goals, examining key strategies and real-world examples of how it’s done right in the modern landscape.

Understanding Publicity in the CPG Context

At its core, publicity refers to the strategies and efforts that create awareness, interest, and visibility around a product, brand, or company. Unlike traditional advertising, which is paid for directly, publicity focuses on getting earned media coverage, through means such as press releases, media placements, events, partnerships, and influencer endorsements.

For CPG companies, publicity is essential for building trust and credibility, especially in an era where consumers are bombarded with marketing messages from all directions. Publicity can take many forms, including media coverage, partnerships with influencers, sponsored content, viral marketing campaigns, product placement, and consumer reviews. The goal is to create organic buzz around a product, which is seen as more authentic and trustworthy by today’s savvy consumers.

As the CPG space continues to evolve, there are several key trends and techniques that businesses must use to ensure their publicity efforts resonate in 2025.

1. Influencer Marketing: The New Face of Publicity

Influencer marketing has rapidly become one of the most effective ways to build publicity in the CPG sector. Influencers—individuals who have a large following on social media platforms—have significant sway over consumer purchasing decisions, and their endorsements can have a far-reaching impact. In fact, a 2024 study found that 63% of consumers trust recommendations from influencers over traditional advertisements.

However, for influencer marketing to be effective in CPG, brands must choose their partners carefully and design authentic campaigns. Here are some best practices for leveraging influencers in the CPG space:

• Choose Influencers with Alignment to Your Brand: It’s not enough to simply pick the most popular influencer. Their audience needs to match your target demographic, and their values should align with your brand. For example, if you’re marketing an eco-friendly beauty product, it makes sense to collaborate with influencers who are vocal about sustainability and eco-conscious living.
• Micro-Influencers Have a Big Impact: Micro-influencers, defined as those with 10,000 to 100,000 followers, often have more engaged audiences than their macro-counterparts. Because their followings are more niche, their endorsements tend to be seen as more trustworthy and authentic. By partnering with micro-influencers in the CPG space, brands can tap into highly engaged communities and generate significant buzz at a lower cost than high-profile celebrities.
• Incorporate UGC (User-Generated Content): In addition to traditional influencer posts, user-generated content can serve as a powerful publicity tool. Encourage your customers to share their own experiences with your products on social media. UGC helps build credibility, and seeing everyday users rave about a product can be more persuasive than an influencer endorsement.

2. Content Marketing: Creating Compelling Stories

Effective publicity goes beyond simply getting a product in front of people—it’s about telling a story that resonates with your audience. Content marketing enables CPG companies to communicate their brand values, educate their target customers, and showcase the benefits of their products in a way that feels authentic.

In 2025, content marketing in the CPG industry focuses on storytelling, educational content, and immersive experiences. Brands that create compelling content that speaks to their customers’ needs and interests can build stronger relationships and generate positive publicity.

• Leverage Storytelling: Every brand has a story. Whether it’s the origin of your company, the journey behind your product development, or the positive impact you’re having on communities or the environment, storytelling can engage consumers on an emotional level. In the CPG space, success stories about how your product helps improve daily life, addresses a pain point, or contributes to a greater cause will resonate deeply with consumers.
• Educational Content: Customers love learning about the products they use. CPG brands can create educational content, such as blog posts, videos, or even podcasts, that provide value to their audience. For instance, if you’re marketing a health and wellness product, you might create content around the importance of self-care, healthy recipes, or tips for staying active. Content that educates not only positions the brand as an authority but also builds trust and loyalty.
• Interactive Content and Experiences: Consumers crave experiences over products, and CPG brands are increasingly using interactive content to engage their audience. Examples include virtual reality experiences, interactive quizzes, or live social media events. These experiences don’t just sell products—they create lasting impressions that drive publicity. Brands that offer memorable, shareable experiences are more likely to generate buzz.

3. Media Relations and Press Coverage

Although the digital world is increasingly dominant, traditional media still plays a significant role in CPG publicity. Securing media coverage from reputable outlets can provide tremendous visibility and credibility for your brand. However, effective media relations require careful planning, clear messaging, and persistence.

To maximize media coverage in the CPG space:

• Build Relationships with Journalists and Editors: Rather than waiting for journalists to come to you, proactively build relationships with key members of the media. Understand the types of stories they cover and offer them timely, newsworthy content that aligns with their interests. Personalize your outreach and be responsive to their needs. A positive relationship with a journalist or editor can lead to ongoing coverage.
• Craft Compelling Press Releases: While press releases are often overlooked in favor of digital strategies, they remain an essential tool in securing media coverage. A well-crafted press release can catch the attention of journalists who are constantly looking for newsworthy stories. Be sure to include strong headlines, clear messaging, and relevant statistics or facts. Press releases can announce new product launches, company milestones, or industry awards.
• Host Media Events or Press Tours: Another way to build publicity is by hosting media events, either in-person or virtual, where you can showcase new products and engage with journalists directly. Press tours and product sampling events can help create buzz and provide journalists with firsthand experiences of your products, leading to valuable coverage.

4. Strategic Partnerships and Collaborations

Collaborations with like-minded brands, organizations, or influencers can expand a CPG company’s reach and amplify its publicity efforts. Strategic partnerships can help reach new audiences, reinforce brand values, and introduce products in a way that feels organic and authentic.

Here are a few ways to leverage partnerships effectively in CPG publicity:

• Co-Branding Opportunities: When two brands come together for a co-branded campaign, the combined marketing power can increase visibility for both companies. For example, a fitness apparel brand might partner with a nutrition company to launch a new line of protein shakes, creating a synergy between complementary products. Co-branding campaigns provide a unique opportunity to tap into each brand’s audience while leveraging their collective reputation.
• Cause-Related Partnerships: Consumers are increasingly drawn to brands that support causes they care about. Partnering with a charity or social cause can give your brand a positive image and position you as a brand that stands for something beyond just selling products. Publicizing these partnerships, whether through media coverage or social media campaigns, can boost consumer trust and increase brand affinity.
• Retail Partnerships and In-Store Events: For CPG brands in the food and beverage, health and wellness, or beauty sectors, retail partnerships offer a direct route to publicity. Hosting in-store events, tastings, or product demos can create buzz around your product while directly engaging potential customers. These events can also be promoted through social media and press coverage, further extending the brand’s reach.

5. Social Media and Community Engagement

Social media has become a critical component of publicity in the CPG industry, offering brands a direct line to their customers. Platforms like Instagram, TikTok, Facebook, and Twitter allow CPG brands to engage in real-time conversations with their audience, while also showcasing products in a visually appealing way.

Social media publicity can take many forms:

• Hashtag Campaigns: Using a branded hashtag can help raise awareness about your product while encouraging user-generated content. For example, a skincare brand could launch a hashtag campaign encouraging users to share their daily routines with your products, generating organic engagement and publicity.
• Customer Reviews and Testimonials: Consumers trust reviews, and positive user feedback can significantly boost brand credibility. Encourage customers to share their experiences on social media and feature them in your marketing campaigns. User-generated content can serve as an effective publicity tool that builds trust and encourages new customers to try your products.
• Real-Time Interaction: Social media allows brands to engage in real-time conversations with their followers. Responding to comments, liking posts, and sharing user content helps build relationships and shows that your brand values its community. This level of engagement can lead to increased brand loyalty and word-of-mouth publicity.

As the CPG industry continues to evolve, brands that master publicity will be the ones that stand out in a crowded marketplace. In 2025 and beyond, successful CPG public relations will be driven by a combination of digital storytelling, influencer partnerships, strategic collaborations, media relations, and social media engagement. By focusing on authenticity, providing value to consumers, and leveraging the right channels, brands can not only gain visibility but also build long-lasting relationships with their customers.

Effective publicity is no longer a one-time effort; it’s a continuous process that requires constant adaptation and innovation. By staying attuned to changing consumer preferences, technological advancements, and cultural trends, CPG brands can continue to lead the way in capturing attention, building trust, and creating meaningful consumer connections.