Our Perspectives

The CPG Pendulum: Why Big CPG Companies Keep Swinging Between Focus and Diversification

Every few years, the world’s biggest consumer goods companies seem to change their minds. One moment they’re narrowing down to “core strengths,” selling anything that doesn’t fit. The next, they’re buying everything in sight, from snacks to supplements, in a rush to catch new growth. Think of Kraft Heinz splitting up, Unilever spinning off ice… View Article

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Our Perspectives

Brand Partnerships, Three Paths for Growth

The Context In today’s world, attention is more fragmented than ever, and brands are constantly searching for new ways to grow without losing their ethos. Traditional campaigns may refresh awareness, but partnerships, when done with intention, can become one of the most effective ways to expand reach, attract new audiences, and strengthen equity by borrowing… View Article

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Our Perspectives

Need to Know – Top 10 unmissable global stores 2025

The push for posh returns… Physical Retail continues to evolve at a remarkable pace, and the past year has seen a host of innovative and immersive store openings.  From flagships redefining brand storytelling, to cutting-edge sustainable concepts, quirky pop ups, and new brands with a passionate sense of purpose, the physical store remains the ultimate… View Article

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Our Perspectives

Will whole-body deodorants pass the smell test?

These days, whether you’re watching social media, scrolling Reddit, or browsing your local drugstore, you might think the world is facing an epidemic of body odor. Pioneered by start-ups and quickly followed by multinational leaders, nearly every major deodorant brand has now launched a so-called “whole-body” variant. The deodorant shelf — already crowded with underarm… View Article

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Our Perspectives

The Rising Power of Retail Media

Retail Media is here to stay In this article we review what have been the underlying drivers behind the rapid development of Retail Media as a communication and engagement platform, offering unique brand-building benefits to CPG companies. Projections are for the share of Retail Media to continue to increase as well as its expansion beyond… View Article

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Our Perspectives

Q2 2025 CPG Results: A Timid Recovery, a Clearer Divide

While Q2 showed a modest rebound in average volume growth across 11 of the top CPG companies, only a few are truly winning back purchasing acts. Offer fragmentation, rising consumer price sensitivity, and geographic disparities are key drivers behind volume growth struggles. Portfolio focus at category, brand, and SKU level, combined with disciplined execution and relentless drive… View Article

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Our Perspectives

AI meets Purpose: How CPG Brands can stay human in a machine world

Purpose is at a crossroads, in fact, and AI may be one the forces that redefines it. Read on to explore why staying human might just be your brand’s smartest move yet…  What is Brand Purpose and why does it matter in the age of AI In the words of Peter Field, purpose is a brand’s “commitment to… View Article

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"Sevendots helped us to elicit a powerful purpose for Heineken brand globally... We very much appreciated their way of working with us, embedding in the journey our whole team, including external partners. We ended up with a clear purpose endorsed by top executives."

- Bram Westenbrink, Global Senior Director at Heineken

"I’ve found Sevendots to be visionary, inspiring and practical; they are great at distilling wide and complex information and insights, building actionable frameworks and developing strong opportunities that are helping us shape our future strategy."

- Dan Smith, Senior Vice President at Nestle Purina PetCare GSBU

“The Sevendots team led us on a truly collaborative journey of discovery. They gave us a clear framework to understand what was required to win within this new wellness territory we’ve called 'Modern Natural Health'. They challenged some of our assumptions, encouraged us to think even bigger and brought our entire team together around a common ambition and platform.”

- Larry Page, Head of Marketing at Zarbees® at Johnson & Johnson

"We have had the opportunity to work with the Sevendots team on an extremely strategic project related to Global Travel Retail. They have given us both valuable insights and tools to further accelerate our strategy. We particularly appreciate their ability to bring to life the strategic thinking with simple yet effective frameworks that helped inspire the organisation."

- Leigh Irvine and Biancamaria Sansone, GTR Managing Director & Marketing Director, Campari Group

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Our Perspectives

With experience comes perspective. Hear what we have to say.

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16 December 2025

The CPG Pendulum: Why Big CPG Companies Keep Swinging Between Focus and Diversification

Every few years, the world’s biggest consumer goods companies seem to change their minds. One moment they’re narrowing down to... View Article

Andrea Bielli

Sevendots, Rome

View article

, 04 December 2025

Need to Know – Top 10 unmissable global stores 2025

The push for posh returns… Physical Retail continues to evolve at a remarkable pace, and the past year has seen... View Article

View article

24 November 2025

Brand Partnerships, Three Paths for Growth

The Context In today’s world, attention is more fragmented than ever, and brands are constantly searching for new ways to... View Article

Simon Benarroch

Sevendots, San Francisco

View article

22 October 2025

The Rising Power of Retail Media

Retail Media is here to stay In this article we review what have been the underlying drivers behind the rapid... View Article

Colin McAllister

Sevendots, Milan

View article

21 August 2025

AI meets Purpose: How CPG Brands can stay human in a machine world

Purpose is at a crossroads, in fact, and AI may be one the forces that redefines it. Read on to... View Article

Elisa Costa

Sevendots, Rome

Alessandro Del Forno

Sevendots, London

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Rita Franko

Rita is an advertising and communication specialist. She has worked in international project management at Sevendots for the last 10 years, and also has a decade of experience working with international brands and advertising agencies. Rita has been responsible for brand management in the Food & Beverage industry. She manages the development of cross-media campaigns from creation to implementation. Travelling and exploring cultures are her passion.

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