A new chapter for familiar names
For decades, consumer packaged goods companies felt untouchable. Their ads filled TV breaks, their coupons stuffed Sunday papers, and their logos dominated grocery aisles. That was the playbook, and it worked. But the ground started shifting the moment young consumers began trading TV screens for phones and discovering new brands through endless scrolls of short videos.
Legacy players suddenly looked outdated. While scrappy startups were winning hearts with quirky TikToks and clever influencer partnerships, the big names were still polishing thirty-second commercials. Something had to give. That’s when we started seeing a very deliberate pivot: established brands learning how to live, and even thrive, in a social-first marketing world.
Why the shift became unavoidable
The pandemic only sped things up. Everyone remembers the wave of unexpected viral hits, like a casual TikTok of someone coasting on a skateboard, Ocean Spray juice in hand, blasting a Fleetwood Mac track. That wasn’t a polished commercial; it was a real moment that felt authentic. And it sent Ocean Spray flying off the shelves.
That single moment became a wake-up call. If an everyday video could ignite sales across the country, what could happen if major CPG brands put real weight behind social? Fast forward to today, and the answer is clear: they’re putting billions of dollars where their TV budgets used to be. Unilever, for example, is now funnelling half of its global ad spend into social. That’s not just dipping a toe in the water. That’s jumping in headfirst.
More than just moving money
But here’s the thing: success in this space isn’t about tossing money into ads and hoping for the best. It’s about working differently. Legacy CPGs are realizing they need creators who already have trust with their communities. They’re building in-house teams that move faster, testing ideas that would have been shot down in the old approval-heavy system.
This is what makes social-first marketing so powerful. It’s not just a channel change; it’s a cultural shift. Brands that once played it safe are suddenly experimenting with humor, memes, collaborations, and even flavor launches designed specifically to get people talking online. They’re learning to be part of conversations instead of controlling them from a distance.
Buying their way into relevance
Another part of this story is acquisition. Legacy CPGs aren’t just adapting, they’re buying brands that already know how to thrive on social. PepsiCo spent nearly $2 billion on Poppi, a bubbly prebiotic soda that built its reputation entirely online. Unilever snapped up Dr. Squatch, a soap company that leaned on bold videos and influencer collabs to stand out in a crowded category.
These moves aren’t just about products. They’re about importing a new way of thinking. By acquiring socially native brands, legacy players gain marketing instincts they didn’t naturally grow up with. It’s a shortcut to learning the rhythm of social-first marketing without waiting years to build the muscle from scratch.
Loosening the reins on creativity
For a long time, big brands were obsessed with control. Every piece of creative went through layers of approvals, and every word had to match decades-old brand guidelines. That kind of discipline is great for consistency, but it’s a nightmare in the social era where trends can rise and fall in a single weekend.
Now, we’re seeing them take more risks. Old Spice leans into ridiculous humor that fits right into today’s “brain rot” content streams. Other brands are launching flavor mashups or offbeat campaigns just to spark chatter. These experiments don’t always work, but the point is they’re happening, which is a major cultural leap for companies that once lived by rigid rules. That’s what it means to truly lean into social-first marketing.
What entrepreneurs can learn from this
Here’s where it gets exciting for smaller businesses. You don’t need Unilever’s budget to follow the same playbook. What you need are the principles:
- Show up where your audience already spends their time.
- Work with creators who bring authenticity instead of just reach.
- Don’t get stuck trying to polish every detail, social rewards, speed and relatability.
If billion-dollar companies known for being slow to change can reinvent themselves, there’s no excuse for smaller brands not to try. The difference is that you can move even faster, testing ideas without as much red tape.
The road ahead for Legacy CPGs
That doesn’t mean it’s easy. These companies still wrestle with reputation risks, unpredictable algorithms, and the challenge of giving creators real freedom. But compared to the risk of standing still, those are battles worth fighting. Social platforms will keep evolving, and the brands that thrive will be the ones that adapt in real time.
Legacy CPGs are showing that reinvention is possible. Their shift to social-first marketing is proving that tradition doesn’t have to be a weakness; it can be the foundation for a new kind of relevance.
Closing thought
What we’re really watching is a transformation story. Household names that once felt untouchable had to humble themselves, learn from upstarts, and change the way they connect with people. In doing so, they’ve built a roadmap and marketing strategy that other brands and entrepreneurs can follow.
The lesson? Reinvention doesn’t come from waiting. It comes from trying, testing, and being brave enough to let go of the old playbook. Legacy CPGs are finally proving that even the most established brands can win big when they put social at the center of their story.
FAQ’s
1. How do brands keep their content feeling real and not like polished ads?
They lean into real stories, like showing everyday people trying the product, using influencer-led content, or letting creators add their own voice, so it feels like a friend’s recommendation, not a megaphone.
2. How do brands know what content actually moves people?
They pay attention to data, tracking what gets likes, comments, saves, and then do more of what works; it’s less about big guesses and more about small, smart tweaks.
3. How do campaigns stay fresh without breaking the bank?
By leaning on the people who already love them, like fans or micro-influencers, they create content that’s authentic and affordable, instead of flashy and expensive.