I think the correct answer lies somewhere in between, “it’s extremely hard”, and “it’s more a question of when”. I have more faith that the next big global CPG brand will come from Asia than online.
In this age where social media dominates our collective conversations, we believe very large brands can be built without the widespread use of paid traditional media. It will take several years for the incumbent CPG companies to master these new marketing arts. In the meantime, companies like DSC emerge and get very large despite the massive spend of the traditional guys. We refer to this as asymmetric marketing — no matter how much money spent by the incumbent, the new brand can still become very large for tiny fractions of that spend. (via Dollar Shave Club − The Power of Asymmetric Marketing | Disruption.)