Show the Struggle. Build the Brand.
Scaling a CPG brand is a high-stakes balancing act between bold, market-disrupting moves and the surgical precision of day-to-day execution. While most CPG brands only post their "highlight reels," there's a massive, untapped opportunity in radical transparency.
And I honestly believe more CPG brands should pull back the curtain and share their early struggles and growing pains on social media...
Why Transparency is the New Competitive Edge
Stop clinging to that "pristine" brand image, as the old CPG playbook of polished, sterile messaging is fundamentally broken because it ignores how trust actually works today. Modern consumers don’t want abstract brand voices. Instead, they want to relate to the "behind-the-scenes" journey of a small business fighting to break into a crowded market. When you share the messier parts of scaling, you aren't showing weakness...you’re building an authentic connection and inviting your audience to root for your success.
CPG Brands Leading the Way
Two standout examples of this "behind-the-scenes" strategy are:
SMACKIN’ uses short-form video to make the brand feel like a person rather than a company.
They’ve mastered the art of documenting their evolution...from college roommates to building a major factory that could handle its surging order volume.
A defining moment was a viral series where the founder dumped seeds on his head every day until MLB star Mike Trout tried them, demonstrating a "by any means necessary" founder energy that fans love to root for.
They actively use social media to gather input on new, bold flavors...making their 700k+ TikTok followers feel like part of the product development team.
NOCA Beverages strategy focuses on "the hustle," showing the unglamorous reality of breaking into the competitive beverage industry.
They've has built a massive audience with $0 in traditional ad spend.
Unlike brands that only show products on shelves, NOCA films themselves walking into liquor stores, talking to managers, and sometimes even being told to leave. This builds an "underdog" message that resonates with digital natives.
Their "boots-on-the-ground" content shows the reality of building a beverage brand, from sampling at local stores to the reformulation of their products.
Key Takeaway for CPG Founders
Don’t just sell a product...sell the story of how that product (and brand) is being built. When you're open about the hurdles, your customers stop being just "buyers" and start becoming invested fans.