It seems Ad agencies are streamlining their campaigns to fit the 'FMCG' umbrella, as trusted brands become more widely available and increasingly dispensable.
'Fast Moving Consumer Goods' can range from food and drink products to cosmetics and high turnover tech but if we delve a little deeper, we see categorical differences between staple household goods.
"...painkillers, car tyres and insurance aren’t FMCGs either. You don’t buy them because they’re stylish brands. You buy them because you’ve got a problem to solve. They are Distress Purchases."
Dave Trott, author of 'Creative Mischief' writes more.
Sociologists have taken over advertising. We don’t deal with business problems any more. Some of you may remember the difference between FMCGs, Consumer Durables and Distress Purchases. But it seems there’s just one kind of advertising now: FMCG. That stands, of course, for fast-moving consumer goods: the things supermarkets sell. You buy it. You use it. Tomorrow you buy another one. It doesn’t take much brainpower to make a purchase. Most products do the same thing and cost under a fiver. So you buy one brand today – if you’re not happy, you buy a different brand tomorrow. Which is why that kind of advertising is all about brands. It’s rapid turnover: FAST-moving consumer goods.