Behavioral Strategy for CPG Launches
by Bob Froese • Founder & CCO
December 18, 2025
Behavioral Strategy for CPG Launches
Awareness doesn’t build brands.
Repeat does.
The best launches are designed around one question:
What behaviour are we trying to create—and what friction is stopping it?
1) Pick the target behaviour
Trial is not a behaviour.
Usage is.
Define the behavior:
- “use it on Tuesday”
- “pack it in lunches”
- “swap it for X”
2) Remove friction
Friction is rarely rational.
It’s often emotional:
- uncertainty
- intimidation
- embarrassment
- habit gravity
3) Design new occasions
Occasions are the secret growth lever.
Make the product belong in more moments.
4) Creators model usage
People copy people, not brands.
5) Integrate retail
Shelf, signage, sampling, bundles—behaviour needs a physical signal.
6) Track habit formation
Look for:
- repeat rate
- velocity
- household penetration shifts
- new occasion adoption
Category Takeaway
Launches that win don’t chase attention.
They engineer habit.
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