10 Consumer Packaged Goods (CPG) Brands on TikTok 

1. Nivea

What they did

Nivea consistently engages with influencers from across skincare and beauty, making them the literal face of the brand across TikTok.

These paid partnerships take the form of new product reviews and explainers, ‘get ready with me’ videos, and daily routine advice.

As well as supporting influencer content through their own channels, Nivea publishes a range of influencer-led content directly through their official brand TikTok account.

Why it worked

Influencer content allows Nivea to address a number of key challenges in marketing its products.

Firstly, with creators like @abis_skincare (72.6K followers) Nivea can educate audiences on new products, explaining potentially complicated ingredients and their functions in a way that’s clear and relatable.

By integrating influencer content into their official account, Nivea blurs the line between the brand and its ambassadors, integrating itself into the fabric of the influencer landscape and developing its reputation for authenticity.

Nivea works with tried and tested influencer content formulae, like ‘get ready with me’ or ‘how to get that glowy skin’, but through it all is a clear, down-to-earth style that reflects the brand’s focus on health and authenticity.

The influencers chosen by the brand tend towards ‘no filter’, wellness and body positivity, with a wide range of skin colors, ages and body types represented across its content. As a result, Nivea has found a way to massively diversify its marketing channels while ensuring that each and every influencer partnership reinforces its brand character.

2. Durex

What they did

Durex, one of the world’s sexual health brands, wanted to educate everyone on the fact that its condoms come in three width sizes.

This was a challenge – firstly, due to the sexual nature of the product and TikTok’s policies against explicit content. Secondly, because explaining a product range related to girth can be slightly awkward to approach!

Durex called in the influencers to take on this challenge, resulting in a range of comedic and surprisingly authentic content from the likes of @lukedonkin, @joemarler17 and @shxtsngigs.

Why it worked

@lukedonkin surprised his audience with a skit that runs through the frustration of things not fitting properly – a shoe that’s too small, trousers that are too big, trying to get a bike into a small car boot – before cutting to a pack of Durex and declaring “because when it fits right, it feels right”.

It’s the perfect allegory to help viewers understand the discomfort of an ill-fitting condom, in a way that’s certain to stick in the mind and get a laugh.

Rugby Union player @joemarler17 was another great influencer choice for this campaign, as a popular figure and role model to men and women alike. In an engaging piece-to-camera, complete with self-deprecating humor, he demystified the product range and did away with the embarrassment that some consumers might experience in thinking about or discussing condom fit.

Together, these influencers accurately target the male audience that are most likely to benefit from this information, educating users on the product range and their benefits in a humorous, supportive, and ultimately empowering way.

3. Warheads

What they did

Warheads teamed up with fast food chain Hungry Jack’s to create a range of sweet and super sour frozen drinks. To promote it, they coined the hashtag #Surivethesour, issuing a challenge to customers to see if they could handle the intense flavor sensations on offer.

To promote the new collaboration, Warheads partnered with Australian influencers like @tannar and @heathkirls to create a range of funny videos around the products.

Why it worked

The Hungry Jack’s x Warheads Sour Bursties drinks are all about the product experience – by putting it in the hands of influencers to run with, audiences were able to get as close as possible to the experience without actually drinking it themselves.

From the famously crazy facial expressions people make when they have a super-sour Warhead product, to shots of the delicious looking beverages themselves, this is content designed to make your mouth water.

@heathkirls dropped a great skit that explored the different personality types around having sour things – from ‘the tough one’ to ‘the crier’ and ‘the liar’, this post got great engagement as viewers tagged friends and discussed which personality they were.

By letting creators run with the product, Warheads was able to benefit from a range of truly fun content around this novelty beverage – laying the perfect groundwork to inspire audiences to go out and recreate their own versions of these influencer experiences.

4. Rhode

What they did

Hailey Bieber’s Rhode skincare brand has had a meteoric ascent into the beauty industry, with its products selling out in record time and customers around the world begging for it to be distributed in certain stores or regions.

Rhode is keenly aware of the power of influencer marketing, reflected in the huge cast of fashion, beauty, modelling and internet personality influencers that feature on its official account and a consistent flow of paid partnership content.

Rhode works with a broad mix of influencers, from TikTok household names like Leah Halton (@looooooooch, 9.4M followers) to rising stars like @bellarmrz (720.9K followers). Of course, having Hailey Bieber herself and her 12.4M followers regularly promoting the range doesn’t hurt either.

Why it worked

As well as the usual range of product demo and skincare routine videos, Rhode are generating products specifically designed to grab viral trend attention.

They created a Rhode phone case, distinctive not only for its on-brand grey color palette, but the bespoke slot built into it to hold a Rhode lip gloss. While its practicality (and availability) are questionable, there’s no denying that this audacious product has caused a buzz online.

Whether it’s through paid partnerships with some of the most popular skincare or beauty influencers out there, or by creating new opportunities for customers to demonstrate their brand loyalty, Rhode are doing a fantastic job of making their skincare range not only a lifestyle – but an identity.

5. Cif

What they did

As a leading brand of cleaning products, Cif faces constant competition from budget products and other competitors in the space. It’s essential for them to develop excellent brand awareness and cultivate loyalty among new and existing consumers alike.

There’s no better way to demonstrate their product and build brand awareness than to show it in action, transforming dirty and grease-lined sinks, hobs and other surfaces into sparkling landscapes. These aren’t the laboratory surfaces that you know from cleaning product adverts, but the real homes of an impressive range of influencers.

Why it worked

Cif recognized the potential of tapping into niche but wildly popular TikTok subcultures like #CleanTok and #SundayReset, dedicated to satisfying cleaning routines and product comparisons.

Partnering with everyone from alternative model @connorckern (2.6M followers) to dedicated ASMR-style lifestyle channels like @mr.harry.white (126.2K followers), Cif have well and truly integrated their brand into the cleaning lifestyle scene.

6. Starface

What they did

Starface could be the most decorative way to deal with unwanted spots and pimples. The brand developed “Hydro-Stars”; hydrocolloid pimple patches that absorb fluid from spots, keep out bacteria, and work to speed up recovery. It just so happens that once they’re applied, they make for a pretty cool selfie.

Its fitting that Starface is the star of its own show, over on TikTok. The unique container features in almost every video, where it throws on a blend of content that combines cuteness with creativity.

Like most of its fanbase, we’ve become obsessed with what the Starface storage box is up to. When our main character isn’t starring in Sylvanian Drama TikTok’s, it’s creating content that we can all relate to.

Why it worked

Main character energy, the feeling of being in control of your own narrative and embracing your uniqueness. Starface is giving main character energy.

By giving the brand a persona that TikTokers can resonate with, Starface positions itself as a creator, rather than a brand. They follow similar trends, and day-in-the-life style content that is synonymous with popular TikTok creators, but it has its own unique feel.

Starface isn’t just participating in trends for the sake of it, they’re controlling the narrative, embracing uniqueness – they’re the main character.

7. Mountain Dew

What they did

Mountain Dew is a staple in any household across the US, it’s a beverage enjoyed by many, but known by all. You know another brand that holds a similar weight? Doritos.

How convenient is it the Mountain Dew linked up with Doritos on TikTok as part of its #HavingaBlast campaign, raising awareness for its new Baja Blast flavor range.

The combination mixed two flavors of Mountain Dew with Doritos fiery mango chips (around the rim, not in the drink) to create a refreshing summer beverage, with a bite to it.

If a collab with Doritos wasn’t enough, Mountain Dew threw Slurpee’s name into the mix. Mountain Dew is a brand for the people, and what do people like to do on a hot day? They head into a convenience store to fill a waist bag full of Mountain Dew flavored Slurpee.

Why it worked

There’s something fun about seeing brands connect with each other on social, in the way that everyday users do. Brands like Doritos, Mountain Dew, and plenty of others in the food vertical, all comment on each other’s videos.

It’s interesting to see these brands working together, all for the benefit of the food and drink community. These brands are actively participating in the community, cultivating relationships, and building their audiences, which are all features of a great creator.

If you want to see how multi-billion dollar brands are humanizing, head over to the Mountain Dew TikTok channel.

10. Marmite

What they did

Marmite is a brand that truly divides opinion – you either love it, or you hate it.

So how does Marmite bridge the gap between lovers and detesters? On TikTok they launched #MarmiteFirstTimers, a content series where influencers voiced their “icks”, and created funny content around the stereotypes linked to the brand.

So for anyone that chases after things in the wind, unties their laces before taking their shoes off, and has never tried Marmite, head over to the Marmite TikTok because there’s shade being thrown your way.

Why it worked

Marmite’s whole persona is based upon love and hate. There simply is no middle ground, or people who “don’t mind” yeast extract.

Marmite’s TikTok strategy takes this into account, generating content around the brand’s stereotypes, and not being afraid to poke fun at them.

Whether you love or hate Marmite, their TikTok certainly has something for everyone to enjoy.