CPG Day at the ANA (Virtual Only)

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Marketers in the CPG industry face a myriad of challenges specific to their industry, including reaching new generations of shoppers in store, measuring the impact of retail media network partnerships, and keeping up with the breakneck pace of change in AI search and AI commerce. Through peer insights and practical frameworks, the event will explore how leading brands are modernizing their media, creative, and data strategies to drive efficiency, relevance, and long-term growth.

Missed the inaugural CPG Day? No worries, as ANA's ASK Research Service has created an industry dossier with the latest trends and developments shaping the world of CPG Marketing. ANA Members can access it here. Want a deeper dive? Just ASK.

To see the full calendar of vertical-specific events this year, visit ana.net/verticals

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, April 23, 2026
11:00am - 11:10am	OPENING REMARKS Michael Berberich VP, Content Strategy & Verticals ANA
11:10am - 11:40am	RELAUNCHING A BRAND FOR NEW GENERATIONS What does it take to modernize an iconic brand without losing its edge? This session unpacks the transformation of Midol—from dated perceptions to a bold, culturally relevant voice. Bayer's Lauren Carmody and Linqia's Keith Bendes explore how refreshed packaging, sharper messaging, and a deeper understanding of today's consumer helped reposition the brand for a new generation. ANA Members will get a behind-the-scenes look at how Midol moved beyond functional benefits to spark real connection—proving that even legacy brands can drive growth by showing up differently when it matters most. Lauren Carmody Marketing Director Bayer Keith Bendes Chief Strategy Officer Linqia
11:40am - 12:10pm	MEASURE BEFORE YOU SPEND: BUILDING A RETAIL MEDIA MEASUREMENT CHARTER Retail media investment is accelerating, yet many CPG organizations define success only after dollars are committed. The result: conflicting KPIs across sales, brand, ecommerce, and finance — and performance debates that surface too late to influence allocation. This session introduces a practical solution: a Retail Media Measurement Charter established before the first dollar is spent. Attendees will learn how to standardize incrementality metrics (incremental revenue, iROAS, new-to-brand), define the roles of lift testing, attribution, and MMM, and align retailer reporting expectations at the start. We’ll outline a governance model that embeds measurement into joint business planning cycles and creates cross-functional agreement on what “success” means — before campaigns launch. The outcome: fewer metric disputes, clearer capital allocation decisions, and retail media investments that stand up to financial scrutiny. Dan Cinquegrano Director of Analytics and Data Insights - Brand and Commerce Goodway Group View Presentation
12:10pm - 12:40pm	WHERE CULTURE MEETS COMMERCE: MOVING CONSUMERS FROM DISCOVERY TO DECISION Where are brands finding the most effective opportunities to connect with consumers today? Increasingly, it's in the real-world moments where discovery, influence, and purchase converge. While digital platforms remain essential, consumers are rediscovering the value of physical retail environments—from quick trips and routine errands to larger shopping missions impacting how brands show up across channels. Today's consumers move seamlessly between the feed and the physical world, seeking content and experiences that feel both culturally relevant and locally meaningful. For CPG marketers, this shift requires a more integrated approach—one that connects national brand storytelling with local execution and brings omni-channel thinking into real-world environments. From driving awareness in the feed to on-the-go to influencing decisions in-store, brands have an opportunity to meet consumers with the right message at the right moment along the path to purchase. In this session, industry leaders will explore how evolving shopper behavior is reshaping the retail landscape—and how brands can capture attention, spark discovery, and influence purchase decisions across the broader retail ecosystem. Panelists: Kristina Lutz CMO GSTV Brad Feinberg VP, Media & Marketing Operations, North America Molson Coors View Event Recap
12:40pm - 1:10pm	THE POWER OF A BRAND CHARACTER In 2024, Thomas' introduced its bold new breakfast provocateur—Thom—to bring fresh energy and personality to the brand. In this session, Nicole Kane will share the strategic thinking behind launching a character, how Thom has evolved across channels, and the impact he's had on engagement, brand relevance, and creative effectiveness. Nicole Kane VP & General Manager, Breakfast Category, US Bimbo Bakeries View Presentation
1:10pm - 1:40pm	EXTENDING INFLUENCER EQUITY INTO PRODUCT INNOVATION Take a behind the scenes look at how Kalmbach Feeds transformed a traditional influencer partnership into a full-scale community-driven brand activation. Tribute Equine Nutrition partnered with Katie Van Slyke to authentically connect with horse owners through trusted, educational content. The campaign ultimately evolved from product endorsements into a high-impact licensed product launch and live event experience at the Quarter Horse Congress—driving surging demand, social buzz, and real-world engagement. Kat Riggs and Sarah Ranker of Kalmbach Feeds will unpack how tapping into an authentic, deeply engaged niche audience can accelerate brand growth, and what it takes to align influencer partnerships with brand values at scale. By integrating Tribute into her real-life feeding program, the partnership with Katie drove thousands of new customers, exceeded sales goals, and reignited brand growth in a declining market. Sarah Ranker Equine Specialist Kalmbach Feeds View Event Recap and Related Materials
1:40pm - 2:10pm	THE INVISIBLE SHELF: HOW AI SEARCH AND AI COMMERCE ARE RESHAPING CPG BRAND DISCOVERY Consumers are increasingly turning to AI - ChatGPT, Perplexity, Google's AI Overviews - to find, compare, and choose products. For CPG brands, this shift is fundamental: the moments of discovery and consideration are no longer happening on a retailer's website or a search results page. It's happening inside a language model, and most brands have no visibility into whether they're being recommended, misrepresented, or ignored entirely. In this session, Brandlight.ai will draw on data from across the CPG category to show how AI search and agentic commerce are already reshaping brand discovery - and what the marketing and content strategies look like for the brands getting it right. Attendees will leave with a clear framework for auditing their current AI presence, understanding the signals that drive LLM recommendations, and prioritizing their first moves in a landscape that is changing faster than most planning cycles can accommodate. Uri Gafni Chief Operating Officer & Chief Product Officer, Co-Founder Brandlight.ai
2:10pm - 2:30pm	CLOSING REMARKS

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.