Consumer packaged goods
SHOW, DON'T TELL
The world of consumer packaged goods is a noisy one. Full of messages, big ideas—and big promises. How are you going to get consumers to understand, care about, and ultimately buy your product over the other guys?
The short answer
What makes a good consumer packaged goods (CPG) video?
A good CPG video shows the product in a way a shelf or a photo cannot: what it does, why it is better, and why it belongs in the shopper’s life.
CPG brands use video for launches, retail and trade presentations, social ads and educating shoppers about ingredients or benefits.
At Epipheo, 3D product animation typically costs $35,000–$120,000 and takes eight to ten weeks, and live action typically costs $40,000–$250,000 and takes six to twelve weeks.
Since 2009, Epipheo has made more than 6,000 videos for over 3,000 brands.
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The Problem
Complexity
People don’t buy what they don’t understand, which is a real problem if the thing you’re selling is new or complex. YOU know your product is great, but how do you communicate that to someone who knows nothing about your product or maybe even your industry? It’s not even as simple getting people to understand how your thing works—you help your audience to understand why your product matters to them. They need to be able to picture the ways your product would make their life easier, more enjoyable, safer, more fulfilling… well, you get the picture.
Preoccupation
How in the world are you supposed to communicate all that to a person who’s constantly distracted and ready to scroll to the next thing before they even engage with you? You have to fight to compete with all the other stimulation out there. You have to do that by being clear, interesting and concise. Otherwise, you don’t even stand a chance.
Skepticism
Before you even engage with your consumers, they have their guards up. Chances are, they’ve purchased a product that didn’t end up doing everything it promised to do. Consumers have to be convinced, they need you to demonstrate and prove why your product rises above the rest QUICKLY, or you risk losing them to the next product that comes along.
THE SOLUTION: VIDEO
Video Explains
When it comes to the consumer product goods industry, we think the best way to explain is through video. When words and moving visuals come together, they amount to more than just the sum of their parts. It’s one thing to hear someone explain what your product is and why it matters, but it’s a totally new experience to hear that while also having visuals to help clarify and add meaning. Your audience should be able to walk away from a video understanding what your product is, why it’s different from the other options and why it matters to them.
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Video Persuades
We all know humans make decisions based on both reason and emotion. Video allows you to appeal to both. It addresses all the practical questions of your audience—How does it work? Why is it unique?—while still having a human voice that gives your audience a sense of your brand, your values and the ways your product will make their lives better.
Video Stands Out
A beautifully crafted video is hard to ignore, even in a sea of other stimuli. It immediately catches the attention of your audience and if it’s done right, keeps them engaged and leaves them wanting to know more. The right video can leave a lasting impact in your customer’s mind when it comes time to buy.
As storytellers and creative collaborators, we seek to find clarity and deliver that through the powerful medium of video. We’ve helped some of the top consumer packaged good companies in the world to tell their story and see results. Check out a few below.
CPG videos: what to know before you start
What these videos usually need to explain
- The one benefit that makes the product different
- How it works, or what is inside it
- Who it is for and when they use it
- Cutdowns for social, retail and trade audiences
Which video style fits
| Style | Typical range | Timeline | Good fit for CPG when… |
|---|---|---|---|
| 3D animation | $35K–$120K | 8–10 weeks | You want photoreal product shots, ingredients or how the product works |
| Live action | $40K–$250K | 6–12 weeks | You want real people using the product in real life |
| Motion graphics | $10K–$35K | 5–6 weeks | You need short, fast social ads built from product visuals |
Ranges are typical Epipheo project costs; your quote depends on length, style and complexity. See the full pricing guide.
How an Epipheo project works
- Discovery & content strategy. A kickoff call to learn who you are, what you do and why it matters to your audience.
- Video planning. A story arc and visual concept that fits your budget, delivered as “The Story Plan.”
- Pre-production. Script, a custom illustration style sample and storyboards, usually delivered as an animatic timed to a rough voiceover (“The Production Plan”).
- Production & post. Animation or filming, final voiceover, music and sound, then delivery.
Frequently asked questions
How much does a CPG explainer video cost?
Most Epipheo explainer projects cost $5,000 to $150,000+. For CPG, 3D product animation typically runs $35K–$120K and live action $40K–$250K.
How long does a CPG explainer video take to make?
Most take four to twelve weeks from kickoff to delivery, depending on style. A 2D or motion graphics video typically takes five to six weeks, 3D animation eight to ten weeks, and live action six to twelve weeks.
Can one video be cut down for social ads and retail?
Yes. Planning shorter cutdowns during pre-production is usually far less expensive than making separate videos later.
