Gelcomm

12/11/2025

I met Maggie at 5 a.m. at my local Ralphs in Burbank.

She's been restocking the baby food aisle every four nights for four years. That's over 800 nights watching which products actually move.

Turns out she knows more about what packaging works than most $50,000 focus groups.

Her observation about glass vs. plastic?

"Moms pick up glass jars differently. More carefully. They study them longer."

She's right. Glass beating plastic isn't just a sustainability trend—it's a trust signal.

The intelligence you need for your CPG launch is being collected every night by people like Maggie.

You just have to show up early enough to ask.

Want to discuss what you're seeing in your category?

Book a 60-minute readiness assessment with our strategy team: https://calendly.com/pato-1/60min

06/12/2025

Wow, I can't go to bed without saying something about this.

Film studios have been investing in generative AI for a longer time than they are willing to admit, but now it's official: AMC Networks just announced a partnership with Runway, the AI platform, to "enhance marketing workflows" and "accelerate pre-visualization" in TV development. Really.

https://lnkd.in/g-BdUBK2?

The goal? To use AI for early-stage visual storytelling, long before filming even begins.

This comes just days after Prompt Theory, the short film created by science communicator Hashem Al-Ghaili using Google's Veo 3 model about AI-generated characters who begin to question their existence, started making waves on social media networks, YouTube and LinkedIn. It's a glimpse into how advanced AI filmmaking has become in under two years.

And it triggered something deeper: an existential jolt to an industry already reeling with uncertainty, from executives to crew members.

I live in Los Angeles, surrounded by industry professionals from all levels of production to crews that live off movies shot throughout the country, and many see AI as the terminator of their livelihoods.

AMC's announcement now feels less like innovation and more like acceleration. The momentum is real, and the implications are massive.

I love to hear your thoughts, especially if you're in the industry, and how you're coping with change. Are you pivoting or embracing technology and taking filmmaking to a whole new level?

06/11/2025

We've had several international businesses recently ask us to develop in-store displays that include a monitor to promote their products.

It sounds like a great idea—especially when you're trying to inspire that critical First Moment of Truth.

But more often than not, it backfires.

Here's what U.S. retailers won't tell you until it's too late:

🧯 Monitors break.
🔇 Audio gets lost in the noise.
💸 Videos go stale.
🚫 And no one's stopping to watch a 2-minute brand film—especially if it's not merchandised well or placed in the right part of the store.

Worse? You usually don't control where the store manager places your display.
Putting a video on a standee and letting it "do the selling" sounds smart.

But in reality, the costs are high—and most international ventures don't have the boots on the ground to monitor whether anything's working.

And let's be honest:

American store staff won't care about your product as much as you do.

Then there's tone.

A video produced overseas might be polished—but the pacing, storytelling, or humor might fall flat in the U.S. market.

What feels persuasive in Asia or Latin America might come across as awkward or irrelevant in the States.

This isn't about translation. It's about transcreation—adapting your message with cultural nuance in mind.

If you're going to include a video, follow these rules:

→ Keep it short, captioned, and focused on benefits.
→ Design for silence—Audio is a luxury.
→ Place the screen with the product, not five feet away.
→ Make sure it supports the sale, not distracts from it.

Because in America, it all comes down to one thing:

Does your display turn attention into action?

If not, it's just an expensive decoration.

We help international brands launch successfully in the U.S.—from packaging and retail displays to shopper psychology and more.

Schedule a complimentary 60-minute Readiness Assessment with Patricio Fuentes and the Gel + Provisor Marketing team. We'll help you translate your brilliance for the American aisle.

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06/10/2025

On Friday, Jimmy Sun gave me a video tour of his newest venture, Nexgen Distro Inc.—his third company, and he's still in his twenties.

He started young, sold his first business, and then invested in a beverage company. A year later, he shut it down—not because it was failing, but because he saw a bigger opportunity: rethinking how consumer goods are distributed. His new warehouse system uses robotics to reduce costs for early-stage brands. It's brilliant.

Jimmy's not lucky. He's disciplined.

He spent countless hours studying automation, even writing custom code to operate a massive system he discovered in the Netherlands. Now, his robots retrieve products stored 60 feet high.

Discipline's been on my mind lately. Scott Empringham, a friend of 28 years, taught me to create systems when my brain feels scattered. Writing in three languages, tracking multiple campaigns—it gets chaotic. For years, I misunderstood the lack of focus as a weakness when, in reality, it was a signal: fix the system, not the self.

Naps help. So does movement. So does compassion.

People with ADD are constantly experimenting with structure, routines, workouts, and even neuroscience. It's a dance with distraction. You don't win. You learn how to partner with it.

One of my closest friends is 35 years sober. He tells me sobriety is held together by discipline. Without it, he says, everything falls apart. But with it? Everything is possible, including a beautiful life.

Discipline is what aligns us with freedom.

That's why I'm re-reading Discipline is Destiny by Ryan Holiday. I'm underlining forgotten gems and finding new ones. It's a reminder that clarity, performance, and peace aren't accidents. They're outcomes.

I've also been using a new app called Gritapp.net; I've no affiliation—just a fan. It's the best habit tracker I've found for organizing days around what matters.

And writing this post? It was today's task because showing up daily is a form of discipline, too.

What do you do to improve discipline in the form of a system or daily habits?

06/06/2025

We've had several international businesses recently ask us to develop in-store displays that include a monitor to promote their products.

It sounds like a great idea—especially when you're trying to inspire that critical First Moment of Truth.

But more often than not, it backfires.

Here's what U.S. retailers won't tell you until it's too late:

🧯 Monitors break.
🔇 Audio gets lost in the noise.
💸 Videos go stale.
🚫 And no one's stopping to watch a 2-minute brand film—especially if it's not merchandised well or placed in the right part of the store.

Worse? You usually don't control where the store manager places your display.
Putting a video on a standee and letting it "do the selling" sounds smart.

But in reality, the costs are high—and most international ventures don't have the boots on the ground to monitor whether anything's working.

And let's be honest:

American store staff won't care about your product as much as you do.

Then there's tone.

A video produced overseas might be polished—but the pacing, storytelling, or humor might fall flat in the U.S. market.

What feels persuasive in Asia or Latin America might come across as awkward or irrelevant in the States.

This isn't about translation. It's about transcreation—adapting your message with cultural nuance in mind.

If you're going to include a video, follow these rules:

→ Keep it short, captioned, and focused on benefits.
→ Design for silence—Audio is a luxury.
→ Place the screen with the product, not five feet away.
→ Make sure it supports the sale, not distracts from it.

Because in America, it all comes down to one thing:

Does your display turn attention into action?

If not, it's just an expensive decoration.

We help international brands launch successfully in the U.S.—from packaging and retail displays to shopper psychology and more.

Schedule a complimentary 60-minute Readiness Assessment with Patricio Fuentes and the Gel + Provisor Marketing team. We'll help you translate your brilliance for the American aisle.

10/17/2024

It was a cold winter’s night back in 2017 ❄️,
When we got a request that felt rather serene.
Illumination called up with a smile and a grin 😁,

"Can you help us with packaging for the Grinch’s big win?"

So we thought and we thunk, and we puzzled a lot 🤔,
What would make Grinchy packaging pop in the shop?
It must feel like Christmas, but not quite the same 🎄,
A little bit twisted, a little off-frame!

We added some shapes that were crooked and fun 🎁,
With decorations all shattered, like a wild holiday run! 🎉
There was snow on the ground and the Grinch with a frown 😒,
And colors so sour, they’d turn Santa upside-down! 🎅

The shelves would be stacked with a wonky display 🎨,
That screamed "I’m the Grinch!" in its very own way.
A package so playful, yet still clean and bright ✨—
It would stand out in the season, and feel just right!

For twenty-six years, we’ve been on quite a ride 🚀,
Helping brands big and small bring their visions alive.
From packaging to branding, we’ve learned and we’ve grown 🌱,
With each little challenge, our skills have been honed!

But oh! There’s still more—so much more to explore 🔍!
We look forward to tackling another great score 🎯!
The next twenty-six? Well, they’ll be even brighter ☀️,
With ideas getting sharper, and our hearts growing lighter!

So if you don’t know us, please say hello 👋!
We’d love to connect, and help your brand grow 🌟.
And those who do know us, don’t be shy—
You’re always welcome to stop by and say “Hi!” 😊

Here’s to the future, both near and far 🌍,
Let’s keep making magic—no matter where you are!

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06/22/2023

"...companies don’t need to choose between ESG and growth. They can achieve both simultaneously by employing a thoughtful, fact-based, consumer-centric ESG strategy.”

06/21/2023

La Lechera Acquired by Nestlé in 1984, (La Lachera "Milkmaid" in Spanish), was due for a light packaging refresh for its North American image. The new direction needed to reach broader segments of acculturated Hispanic audiences, including general market customers outside Latino markets.

We highlighted the taste appeal through gorgeous caramel toppings and crisp, fresh colors.

06/20/2023

Budweiser’s shares have been gradually fizzing out over the last several years and it has been for several reasons, most of which involve culture...

Budweiser’s shares have been gradually fizzing out over the last several years and it has been for several reasons, most of which involve culture.

06/19/2023

Gel was tasked with creating a vibrant, energy-packed new look to inject new life into Danimals. Delicious, fresh imagery of wholesome ingredients played a big part in our refresh, maximizing taste appeal across all brand segments.

06/17/2023

We applaud Walmart for taking a step toward sustainability.

Among other measures, retailer gives customers new waste-reducing options across pickup and delivery

06/16/2023

In the face of high inflation and pressure on U.S. consumers’ wallets, sustainability-marketed products are still outperforming.

A report shows that sustainable products still enjoy a price premium of 27.6% compared to their conventional counterparts