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PODCAST

CPG Insiders

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

business marketing

All Episodes

21:57

The #1 Way CPG Brands Destroy Their Credibility

CPG Insiders ·

2025/10/22

Most brand leaders say they value transparency — but few truly live it. In this episode, Mark and Justin pull back the curtain on what honesty really looks like inside a CPG business — from your marketing claims to your retailer relationships to the way you work with your agency. They explain why every shortcut built on exaggeration eventually destroys credibility — and how facing hard truths can actually accelerate your growth, deepen partnerships, and open up surprising new opportunities. You’ll

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55:48

TikTok & CPG: What Works, What Doesn’t

CPG Insiders ·

2025/09/25

TikTok might look like cat videos and dance challenges—but for CPG brands, it’s a massive opportunity. In this episode, Dr. Mark Young and Justin Girouard are joined by special guest Mark Young II, Founder + CEO of Ryze Agency, to break down how brands can use TikTok effectively without wasting budget. From understanding why TikTok works on impulse buys, to navigating creative fatigue, to exploring how AI and user-generated content are reshaping the ad world—this conversation pulls back the curtain

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52:28

Why Retail Isn’t Dead: What CPG Brands Need to Know

CPG Insiders ·

2025/09/10

Retail isn’t dead—it’s evolving. Despite the noise about Amazon taking over, brick-and-mortar still drives the majority of CPG sales, and the smartest brands are using it as their exponential growth engine. In this episode, Mark and Justin break down why e-commerce isn’t replacing retail, which categories thrive in stores versus online, and how omni-channel strategies are shaping the future of CPG. You’ll discover what retailers like Walmart are doing right, why “commodities” are in trouble, and

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41:25

Why CPG Leaders Must Adopt AI Now

CPG Insiders ·

2025/08/26

Most business leaders are unprepared for the wave of AI that’s already reshaping entire industries. In fact, only 1 in 1,000 CEOs are ready to integrate it into their companies. In this episode, Mark and Justin break down what’s driving that hesitation—and why ignoring AI could cost you everything. From driverless trucks to AI-powered marketing to “Virtual Mark,” they explore the real risks and game-changing opportunities that CPG leaders can’t afford to miss. What you’ll hear in this episode:

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42:44

Logos, Slogans + Brand Design: What Actually Matters

CPG Insiders ·

2025/08/13

Too many brands pour endless time and money into “perfecting” their logo, thinking that’s the brand. It’s not. In this episode, Mark, Justin, and Jekyll+Hyde’s Creative Director, Paul Perzyk, break down what truly makes a brand memorable — and why overcomplicating your design can hurt more than help. From international slogan mishaps to why Jaguar’s rebrand tanked sales, this conversation is packed with insights that can save you from expensive mistakes. You’ll learn: Why your logo should

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42:10

The Most Underrated Channel in Advertising

CPG Insiders ·

2025/07/31

Everyone’s chasing influencers and TikTok—but there’s one old-school channel quietly crushing it for CPG brands: radio. In this episode, Mark and Justin pull back the curtain on how they’ve used radio to drive explosive in-store sales, cut through media clutter, and dominate overlooked markets with laughably low CPMs. They’re not just talking theory—they break down real campaigns that worked (and why), including how to target truckers with satellite radio, trigger impulse grocery buys on

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48:20

Why You’re Asking the Wrong Question: It’s ‘Who,’ Not...

CPG Insiders ·

2025/07/15

You’re not stuck because you don’t know how to grow. You’re stuck because you don’t know who can help you do it. In this episode, Mark and Justin unpack one of the most powerful mindset shifts for CPG entrepreneurs: the “Who Not How” philosophy popularized by Dan Sullivan. If you’ve been trying to do it all—handle retail, ops, legal, marketing—you’re slowing your brand down. They get real about what happens when you hire the wrong people (especially from big CPG) and how founders sabotage

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43:42

Mastering Your Retail GTM Strategy

CPG Insiders ·

2025/06/25

Want your product on store shelves? It’s not as simple as you think. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard reveal the step-by-step guide for building a bulletproof retail channel strategy. You’ll learn why getting into the wrong store can kill your brand, how to identify the perfect retail partners, and why your first retailer sets the tone for your entire launch. Plus, discover why hope is never a strategy—and what to do instead. How to map out your ideal retail

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40:13

Make America Healthy Again: What CPG Brands Need to...

CPG Insiders ·

2025/06/11

The future of CPG is cleaner, leaner, and more honest—and if you're not already preparing for it, you're falling behind. In this landmark 100th episode, Mark and Justin unpack the rising Maha movement (Make America Healthy Again), its momentum in retail, and why it matters right now for every CPG brand. From Kroger’s food-as-medicine strategy to the shift away from artificial ingredients and seed oils, this episode delivers critical insights on the new retail ethos. What Bobby Kennedy’s HHS

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01:00:40

Selling, Storytelling & Shelf Space: How We Built the...

CPG Insiders ·

2025/05/27

In today’s episode of CPG Insiders, Mark + Justin dive into their personal journeys in the CPG industry. Explore Mark’s early experience in advertising. Discover the importance of passion, purpose, and the impact of capitalism in creating successful products, and how the role of advertising can enhance people’s lives.

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32:21

3 Ways to Get Retailers to Say Yes

CPG Insiders ·

2025/05/13

In today’s episode of CPG Insiders, Mark + Justin reveal the only three paths that get brands into retail. Retailers don’t care how much you believe in your product. They care whether it expands the category, trades customers up, or brings in new money. Learn how to identify which path is right for your brand, and why anything outside of these three routes is a dead end. Discover how to use data, advertising, and team structure to make yourself irresistible to buyers under pressure to perform

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59:03

26 Unbreakable Rules for Retail Part 3: Mindset

CPG Insiders ·

2025/04/29

On today’s episode of CPG Insiders, Mark + Justin wrap up the Unbreakable Rules for Retail series, this time focusing on the importance of mindset, truth, and proving one's worth in retail. You’ve heard the product rules. You’ve heard the investment rules. But this episode tackles what separates the winners from the wannabes Learn the difference between abundance and scarcity mindsets. Discover the necessity of adapting to retail demands and the importance of humility in entrepreneurship. These are

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01:02:02

26 Unbreakable Rules for Retail Part 2

CPG Insiders ·

2025/04/15

On today’s episode of CPG Insiders, Mark + Justin are back with part 2 of their “Rules for Retail” series — and this time, they’re talking dollars and sense. From advertising spend to broker relationships, learn the exact strategies successful brands use to scale at exponential rates. Discover what “15% just to stay in place” really means, why your broker should scare you a little, and how exponential growth only comes when you stop playing it safe.

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01:05:27

26 Unbreakable Rules for Retail Part 1: Your Product

CPG Insiders ·

2025/04/01

In this episode of CPG Insiders, and part 1 of our 3-part series, Mark + Justin dive deep into the product side of mass retail, revealing timeless strategies that separate hero products from mediocre ones. In this video, we break down: • Believe in Your Product: Never make products you don't truly believe in. Authentic passion is contagious—when you believe in your product, buyers and customers do too. • Solve a Real Human Problem: Ensure your product addresses a genuine need. If your solution

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38:54

How To 10X Your Mass Retail Sales

CPG Insiders ·

2025/03/18

In today’s episode of CPG Insiders, Mark + Justin break down the biggest mistakes brands make when trying to transition from eCommerce to Mass Retail. With thousands of products competing for attention, success isn’t about being on the shelf. The brands that win have already done the work to before the customer even walks in the store. Learn why digital-only strategies fall short. Discover how mass media builds trust and recall, and why winning at retail starts long before the shopping trip

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01:07:47

The Secret to Turning DTC Products into Retail Leaders

CPG Insiders ·

2025/03/04

In today’s episode of CPG Insiders, Mark + Justin reveal the #1 question brands ask: How do I get into retail? With SKU rationalization and increased competition, breaking into brick-and-mortar is harder than ever. But the brands that succeed aren’t just pitching buyers. They’re creating undeniable demand. Learn the proven strategy that gets brands from DTC success to national shelves, why TV advertising is a game-changer, and how to position your product for maximum retail appeal.

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01:17:34

Beyond the Sale: Why Purpose Driven Brands Win

CPG Insiders ·

2025/02/18

In today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks. Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this

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55:09

Build Your Life's Operating System: Clarity, Focus +...

CPG Insiders ·

2025/02/04

In today’s episode of CPG Insiders, Mark +Justin are joined by Coach Bob Shenefelt to talk about cutting through the noise—both in business and in life. Visionaries and entrepreneurs are constantly bombarded with distractions, making it easy to feel scattered and stuck. Coach Bob, author of Unscatter the Chatter, shares his insights on how to break free from mental clutter, focus on what truly matters, and build a life and business with clarity and purpose. Learn why willpower alone won’t drive real

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47:52

CPG Survival Guide to the Trump Administration

CPG Insiders ·

2025/01/21

In today's epsidoe of CPG Insiders, Mark + Justin discuss the major shifts coming to the CPG industry in 2025. With a new administration bringing regulatory changes and a push for healthier food options, brands must be prepared to adapt. They cover everything from new health-focused policies to evolving retail strategies and the rising influence of Amazon-style advertising models. Learn how changes like ingredient bans, price shifts, and evolving consumer preferences will impact your brand—and what

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01:13:13

Empathy and Understanding In Business - w/ Chris Voss

CPG Insiders ·

2025/01/03

In this episode of CPG Insiders, Mark + Justin are joined by negotiation expert Chris Voss, former FBI hostage negotiator and author of Never Split the Difference, to discuss his new book Empathy and Understanding In Business. Together, they dive into the art of negotiation, exploring how empathy, trust-building, and collaboration can transform your business strategy. Learn why understanding the other party’s perspective is critical, how to create long-term vendor relationships, and why prioritizing

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37 results

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