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CPG Insiders

CPG Insiders

By: Mark Young
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CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Vice President), answer the questions that our clients most often ask about creating better marketing campaigns. They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail. Economics Marketing Marketing & Sales
Episodes
  • From Startup to Scale: The Rules That Actually Matter

    From Startup to Scale: The Rules That Actually Matter
    Mar 24 2026

    In this special episode of CPG Insiders, the tables are turned as Justin Girouard takes the interviewer seat to ask Dr. Mark Young about his highly anticipated new book, The 27 Unbreakable Rules: Build a $100 Million+ Brick-and-Mortar CPG Brand. Mark breaks down the brutal reality of the CPG industry, where 95% of the 30,000 products launched every year fail, and explains exactly how to beat those odds.

    The conversation dives deep into the necessity of true belief in your product, the danger of launching a "Me Too" item, and why simply getting placed on a Walmart shelf isn't the finish line—it's just the beginning. Mark also shares incredible stories from his 30 years of experience, including taking a massive financial risk to launch a motorized fishing lure on QVC with Chuck Woolery. Whether you are just starting out or looking to scale, this episode outlines the literal laws of physics for surviving and thriving in brick-and-mortar retail.
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    56 mins
  • 27 Rules That Change How You Build a CPG Brand

    27 Rules That Change How You Build a CPG Brand
    Mar 18 2026

    A lot of founders believe scaling a CPG brand is about working harder, running more ads, or grinding through incremental growth.

    But what if the real path to scale is completely different?

    In this episode, Mark and Justin sit down with Keith and Ryan DiGregorio—founders building a breakthrough cleaning product—to talk about what happened when they got an early look at the new book "27 Unbreakable Rules."

    What started as a curiosity quickly turned into a blueprint for how CPG brands actually grow.

    From discovering that 80% of purchases still happen in retail, to rethinking pricing strategy, positioning, and category creation, this conversation unpacks several myths that hold founders back.

    They also share the mindset shifts required to build a brand that can scale—and eventually be acquired.

    Key Takeaways:

    • Why most founders misunderstand the path from e-Commerce to retail
    • The surprising reason retailers prefer higher priced products
    • How to position your product to create its own category
    • Why scalable brands must be able to run without the founder
    • The key questions every CPG founder must answer honestly

    If you're building a consumer brand and want to grow beyond the ceiling of digital, this conversation offers a practical look at what it actually takes to scale.
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    52 mins
  • How to Build Your Retail Team

    How to Build Your Retail Team
    Feb 25 2026
    You don't need a bigger team to scale your CPG brand. You need the right who. Most founders think the next move is hiring a full-time VP of Sales, a marketing team, or a supply chain lead. But at $5M, $10M, even $20M, that kind of overhead can crush your cash flow before retail ever pays you back. In this episode, we sit down with Les Hamilton, founder of CPG Integrated and former Target buyer, agency executive, and Chief Revenue Officer. He breaks down what actually happens when you get into retail—and why so many brands fail after they "win" the shelf. You'll hear: • Why retail is an audition—and most brands fail it • The hidden cash flow trap behind national rollouts • What buyers really care about (hint: it's not your factory) • Why premium pricing beats competing on margin • When to hire marketing first—and when you desperately need a CFO • How fractional executives can get you to $70M without a $300K salary If you're a founder trying to move from digital to brick-and-mortar—or from $7M to $70M—this conversation could save you millions. Listen now and rethink how you scale.

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    1 hr and 1 min
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