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The CPG Guys

The CPG Guys

By: Peter V.S. Bond & Sri Rajagopalan
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CPG industry icon Sri Rajagopalan (Papa Raj) & consumer loyalty guru Peter V.S. Bond explore today’s consumer, brand management, retail media and the in store model. Today’s environment is transforming fast with technologies like Artificial Intelligence and a social media engaged consumer. Our guests are CMO, CCO, CEO, founders, Martech, Retail merchants, Retail media networks. Join the discussion, be part of the solution. http://cpgguys.com

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Episodes
  • Mondelēz International's VP of Brand Oreo Matt Foley Talks BTS Brand Collaboration

    Mondelēz International's VP of Brand Oreo Matt Foley Talks BTS Brand Collaboration
    Jun 27 2026
    The CPG Guys are joined in this episode by Matt Foley, VP of Brand Oreo at Mondelez International, an American multinational confectionery, food, and beverage company based in Illinois which employs approximately 80,000 individuals around the world, leading the future of snacking with iconic brands such as Oreo, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy and Trident gum.Follow Matt on LinkedIn at: https://www.linkedin.com/in/matt-foley-051534/Follow Mondelez International online at: https://www.mondelezinternational.com/Matt answers these questions:CPG brands love to do celebrity endorsements, but usually, it’s just slapping a face on a billboard and calling it a day. This Oreo and BTS partnership feels fundamentally different because it was built from the ground up. Can you take us inside the initial rooms? How do you pitch a collaboration of this magnitude internally to ensure it becomes a structural joint-venture rather than a temporary marketing badge?I love that. Let’s talk about product-level authenticity, because you guys didn't just change the packaging. You introduced a completely unique, Hotteok-inspired flavor profile and custom BTS-themed embossments right on the cookie itself. From a supply chain and R&D standpoint, altering the literal stamp and wafer formula of a multi-billion-dollar brand is no small feat. How did you manage those operational constraints to ensure that deep authenticity was physically baked into the product touchpoint?"Physically baking in the authenticity"—I love that phrase. Now Matt, let's talk packaging and creative content. The BTS ARMY is arguably one of the most visually observant and detail-oriented fan communities on earth; they notice everything. How closely did your creative teams collaborate directly with the band to co-design the packaging, and how did you ensure the digital content felt culturally native to the fanbase rather than like a forced corporate script?Vibe check passed! Now Matt, on every single episode of this show, Sri and I talk about moving from a legacy "Reach Economy" to a modern "Trust Economy." To win, a brand has to go beyond a simple endorsement to build genuine, unconditional brand love. When you are engaging a passionate, hyper-connected global community like the BTS ARMY, what are the strict guardrails for engagement? How do you prevent the brand from looking like a "cultural tourist" trying to cash in on a trend?Total cultural respect—that is the baseline. Let’s talk about setting a new standard for CPG partnerships. We recently sat down with Conagra's Bob Nolan, and he talked about the "Validation Trap"—how relying on legacy focus groups and copy-testing scores causes brand teams to play it safe and launch boring, predictable activations. Did your team rely on traditional validation metrics for a disruptive play like this, or did you rely purely on cultural intuition and raw community behavior to guide the execution?Let’s pivot to driving culture versus just joining the conversation. On the CPG Guys, we argue that scale without distinction leads to absolute invisibility. Oreo has masterfully moved from just running standard media flights to actively participating in major cultural milestones. From your seat, how do you define the ROI of a "cultural activation," and how do you prove to senior leadership that driving culture ultimately moves product off the physical shelf and drives total trips?Driving total trips is music to a merchant's ears, Matt. Let’s talk about the retail execution side. When you roll out a massive global collaboration like this, retail partners like Walmart, Target, and Kroger want to know how this will drive their specific digital and physical shelves. How do you translate the massive digital fandom of an AMA-winning band into a tailored retail media network (RMN) strategy that helps your retail buyers win their specific category goals?Fascinating take, Matt. Let’s talk about data and the path to purchase. We keep warning the industry about the "Sasspocalypse" of data fragmentation and the rise of the "Agentic Era," where AI agents might intercept a consumer before they ever look at an application. When a brand builds a deep, direct-to-consumer emotional connection through music and fandom, does that emotional equity act as a defensive shield against algorithmic curation? Does genuine brand love make you "machine-immune"?"Machine-immune equity"—that is a powerful concept to think about. Let's look out over the next 12 to 24 months. Now that Oreo has set this incredibly high benchmark for what a deeply authentic, co-created partnership looks like, where does the commercial strategy go next? Are we entering an era where CPG brands behave more like entertainment studios and lifestyle platforms rather than simple manufacturing companies?Alright Matt, final question for today, and we want to send our listeners home with a concrete piece of ...
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    46 mins
  • Dollar General CMO Tony Rogers: CPGGUYS SPECIAL EPISODE 600

    Dollar General CMO Tony Rogers: CPGGUYS SPECIAL EPISODE 600
    Jun 17 2026

    The CPG Guys are joined on its 600th episode by Tony Rogers, CMO of Dollar General which serves as America’s neighborhood general store. Founded in 1939, Dollar General lives its mission of Serving Others every day by providing access to affordable products and services for its customers, career opportunities for its employees, and literacy and education support for its hometown communities. As of May 1, 2026, the Company’s 21,055 Dollar General, DG Market, DGX and pOpshelf stores across the United States and Mi Súper Dollar General stores in Mexico provide everyday essentials including food, health and wellness products, cleaning and laundry supplies, self-care and beauty items, and seasonal décor.

    Follow Tony on LinkedIn at: https://www.linkedin.com/in/tonyrogers1

    Follow Dollar General online at: https://investor.dollargeneral.com/

    Tony answers these questions:

    1. Dollar General has a very clear value proposition—convenience, everyday low prices, and a store that feels close to home. How would you articulate the brand promise today, and how has it evolved with changing consumer expectations over the last few years?
    2. Dollar General serves millions of daily shoppers. What consumer insights have most surprised you since you joined, and how do you translate those insights into marketing programs that scale across thousands of stores?
    3. Data is the backbone of modern marketing. How does Dollar General balance data-driven decision making with the realities of privacy, consent, and a broad shopper base? Can you share an example of a data-enabled campaign that delivered measurable impact?
    4. How has Dollar General’s approach to e-commerce and omnichannel evolved, especially as more shoppers expect online ordering, curbside pickup, and ship-to-home options? What role does in-store activation play in that mix?
    5. Private brands has become a strategic driver for many retailers. What’s Dollar General’s approach to product assortment and private brands, and how do you decide which initiatives to invest in?
    6. With so many channels and touchpoints, how do you measure retail media marketing ROI at Dollar General? What metrics matter most, and how do you tie marketing investments to store traffic, basket size, and long-term loyalty?
    7. Dollar General has a distinctive presence in local communities. How do you weave community impact and social responsibility into your marketing strategy without compromising value for customers?
    8. Can you share your philosophy on creative that resonates with Dollar General’s shopper base? Are there any campaigns in the last few years that you’re particularly proud of, and what made them effective?
    9. Building a high-performing marketing organization in a discount retailer requires special talent and culture. How do you attract and retain top marketing talent, and what changes have you championed to keep the team energized and innovative?
    10. Looking ahead, what are the big bets for Dollar General in the next 3–5 years? How do you see the role of discount retailers evolving in the broader CPG ecosystem, and what should brands watch for when partnering with DG?

    CPG Guys Website: http://CPGguys.com
    FMCG Guys Website: http://FMCGguys.com
    SheCOMMERCE Website: https://shecommercepodcast.com/
    Rhea Raj’s Website: http://rhearaj.com
    Lara Raj in Katseye: https://www.katseye.world/

    DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

    CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

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    1 hr and 2 mins
  • Commerce Riff with Sri & PVSB - June 16, 2026

    Commerce Riff with Sri & PVSB - June 16, 2026
    Jun 16 2026

    Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

    This week’s topics:

    • Bayer Leadership Changes
    • Walmart Drone Delivery
    • Kohl’s Deal days
    • Schnucks’ is fresh!

    CPG Guys Website: http://CPGguys.com
    FMCG Guys Website: http://FMCGguys.com
    SheCOMMERCE Website: https://shecommercepodcast.com/
    Rhea Raj’s Website: http://rhearaj.com
    Lara Raj in Katseye: https://www.katseye.world/

    DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

    CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

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    13 mins
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