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Max Kripchen

@shelfwars.tv

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Ex-P&G, Ex-Mars. Decoding the hidden systems behind brands, retail & consumer psychology. 🎥 New investigation every month ⬇️

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Coca-Cola is running two offenses at once 🥤

Distribution offense: KFC just ended 40 years with Pepsi. Around 3,700 fountains flipping to Coke in one move. The Costco food court went the same way this year.

Innovation offense: the 2027 lineup. Prebiotic Coke Zero and Sprite Zero with 6g fiber. Cherry Lime. Strawberry Float. A bigger Core Power push.

Shelf space is rented, never owned. And when functional started eating the category, the flagship didn't sit on the sideline, it learned the game.

The beverage wars of the next two years get decided in contract renewals and R&D pipelines. Not the soda aisle.

Which front worries Pepsi more? 👇

#shelfwars #CPG #beverages #retail by @shelfwars.tv

Run the same price cut long enough and it stops being a discount.
#pricing #marketing #branding #shelfwars by @shelfwars.tv

Your brain stores prices as sounds, not numbers. That’s why 9.99 sticks.
#psychology #consumerpsychology #pricing #shelfwars by @shelfwars.tv

You probably know one grocery price by heart. That’s not an accident.
#supermarket #grocery #pricing #retail #shelfwars by @shelfwars.tv

You pay before you've touched anything. That's the point.
#Costco #RetailPsychology #ShelfWars #BehavioralEconomics by @shelfwars.tv

There's a hidden code on price tags. It's called the Death Star.

#RetailSecrets #ShelfWars #Costco #RetailPsychology by @shelfwars.tv

Costco isn't smaller. #Costco #RetailStrategy #ShelfWars #FMCG by @shelfwars.tv

At Mars, four departments each ran their own forecast. Sales, marketing, finance, supply chain. None of them agreed.

So I built a tool that pulled them into one place. What it was actually predicting was you. Full episode → link in bio.

#ShelfWars #ConsumerPsychology #FMCG #TradeMarketing by @shelfwars.tv

When something goes on sale, someone funded it.
There are two ways that money moves and from where you're standing, they look identical.

One buys the price.
The other buys the position.
Full episode → link in bio.

#ShelfWars #RetailStrategy #FMCG by @shelfwars.tv

Most people have never heard this part.

While I was at P&G, I saw the results of a real eye-tracking study - real shoppers, real stores, tracking exactly where every pair of eyes went on the shelf.

What it found wasn't what most people would guess.
Full story → link in bio.

#ShelfWars #consumerpsychology #fmcg #retailstrategy by @shelfwars.tv

You already know why milk is at the back.

That's the easy answer. It's not the real one.

The store isn't just placing things in your path - it's shaping what's in your head before you get there.
Full breakdown in the episode → link in bio.

#ShelfWars #RetailPsychology #ConsumerBehavior by @shelfwars.tv