The FMCG Marketing Daily

The FMCG Marketing Daily — June 12, 2026 Jun 12, 2026 422 The FMCG Marketing Daily — June 12, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal Paris has moved from passive sponsor to active co-creator by embedding its brand into the narrative DNA of a major streaming franchise — a new model for entertainment partnerships. • Berentzen is using the RTD boom to reposition Puschkin

The FMCG Marketing Daily — June 11, 2026 Jun 11, 2026 416 The FMCG Marketing Daily — June 11, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • The Scotch whisky category is using A-list celebrity partnerships to solve a structural generational relevance problem — and the strategy reveals how legacy spirits brands are rethinking who they market to and how. • AB InBev has extended its FI

The FMCG Marketing Daily — June 10, 2026 Jun 10, 2026 400 The FMCG Marketing Daily — June 10, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • With the World Cup now live, the defining brand battle of the tournament is how Nike and Adidas are deploying fundamentally different marketing strategies to own the moment. • A UK advertising watchdog ruling against Beauty Pie's 'clinically pro

The FMCG Marketing Daily — June 09, 2026 Jun 9, 2026 417 The FMCG Marketing Daily — June 09, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Tropicana's decision to refresh creative execution while holding its strategic positioning steady is a rare and instructive case of brand discipline in a category under pressure. • Rémy Cointreau's strategic pivot to reclaim distribution and tig

The FMCG Marketing Daily — June 08, 2026 Jun 8, 2026 399 The FMCG Marketing Daily — June 08, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola's new World Cup emotional campaign is a distinct creative strategy story — separate from the AI Mourinho execution and the CFO agency review already covered — showing how the brand is activating its official sponsorship through consume

The FMCG Marketing Daily — June 07, 2026 Jun 7, 2026 425 The FMCG Marketing Daily — June 07, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola is launching a global agency review covering media, data and tech — and the CFO's public focus on data matching signals a fundamental shift in how the world's biggest beverage brand is structuring its marketing infrastructure. • Diageo

The FMCG Marketing Daily — June 06, 2026 Jun 6, 2026 416 The FMCG Marketing Daily — June 06, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola is replacing a live celebrity with an AI clone in a major World Cup campaign — a structural shift in how FMCG giants may manage endorsement risk and cost going forward. • PepsiCo is making a direct play for India's fast-growing energy

The FMCG Marketing Daily — June 05, 2026 Jun 5, 2026 412 The FMCG Marketing Daily — June 05, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Violife is using social content to directly combat the taste and texture scepticism that has kept dairy-free cheese a niche category — a textbook challenger brand education play. • Danone's CEO publicly walking away from a category-defining acqu

The FMCG Marketing Daily — June 04, 2026 Jun 4, 2026 415 The FMCG Marketing Daily — June 04, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Nestlé is moving from minority investor to full owner of Yfood, signalling a deliberate strategic bet on the fast-growing ready-to-drink meal replacement category. • Disaronno Group has formally closed its acquisition of Amaro Averna and Zedda P

The FMCG Marketing Daily — June 03, 2026 Jun 3, 2026 431 The FMCG Marketing Daily — June 03, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Kraft Heinz CMO Todd Kaplan lays out how legacy pantry brands stay culturally relevant in an algorithm-driven, TikTok-first media landscape. • Ferrero is committing €60 million to French manufacturing while simultaneously launching Nutella Cooki

The FMCG Marketing Daily — June 02, 2026 Jun 2, 2026 424 The FMCG Marketing Daily — June 02, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • With Messi fronting campaigns for Adidas, Michelob Ultra, Lay's and more simultaneously, brand managers need to ask whether celebrity saturation is eroding the distinctiveness they're paying a premium for. • Havaianas is betting its global brand

The FMCG Marketing Daily — June 01, 2026 Jun 1, 2026 396 The FMCG Marketing Daily — June 01, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • New NielsenIQ data shows Western European consumers are still buying premium FMCG — but only when brands can prove tangible value, not just claim it. • Café Bustelo is activating around the World Cup through cultural identity rather than footbal

The FMCG Marketing Daily — May 31, 2026 May 31, 2026 424 The FMCG Marketing Daily — May 31, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • An activist investor is simultaneously pressuring McCormick and circling Unilever's food division — a move that could redraw the competitive map for spices, condiments, and ambient food brands. • Unilever is using the FIFA World Cup not just as a

The FMCG Marketing Daily — May 30, 2026 May 30, 2026 412 The FMCG Marketing Daily — May 30, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Unilever is committing $270 million to an AI-powered innovation centre — a direct signal that the company is betting on technology to compress product development timelines across its beauty and wellbeing portfolio. • The Dutch alcoholic beverage

The FMCG Marketing Daily — May 29, 2026 May 29, 2026 410 The FMCG Marketing Daily — May 29, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Challenger water brands are redefining premium positioning away from heritage and aesthetics toward chemical-safety credentials, directly threatening legacy players like Evian and Volvic. • The phased exit of betting brands from Premier League sh

The FMCG Marketing Daily — May 28, 2026 May 28, 2026 451 The FMCG Marketing Daily — May 28, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Mondelez is betting its most iconic biscuit brand on a K-pop supergroup partnership to drive global reach — a high-stakes test of celebrity co-branding at scale. • Unilever is deploying its biggest-ever partnership activation through Personal Car

The FMCG Marketing Daily — May 27, 2026 May 27, 2026 438 The FMCG Marketing Daily — May 27, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola's YouTube-led World Cup activation offers a live case study in how a legacy FMCG brand is engineering fan engagement at scale ahead of the tournament. • Former BrewDog CEO James Watt launching a new beer brand called Second Best is a ch

The FMCG Marketing Daily — May 26, 2026 May 26, 2026 415 The FMCG Marketing Daily — May 26, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Budget and production pressures are forcing major brands to extend campaign lifecycles — and that shift has real implications for how FMCG marketers think about creative refreshes and media planning. • The steepest UK retail sales drop in nearly

The FMCG Marketing Daily — May 25, 2026 May 25, 2026 429 The FMCG Marketing Daily — May 25, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's Garnier is overhauling its mass-market playbook with a culture-first strategy targeting Gen Zennials — a live case study in repositioning a legacy drugstore brand without abandoning its accessibility. • Alcohol health charities are publ

The FMCG Marketing Daily — May 24, 2026 May 24, 2026 438 The FMCG Marketing Daily — May 24, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • New WSWA data shows RTD cocktails are the only growth pocket in a US spirits market being squeezed by consumer downtrading — a direct signal for how Diageo, AB InBev, and challenger RTD brands should be prioritising their portfolios right now. •

The FMCG Marketing Daily — May 23, 2026 May 23, 2026 431 The FMCG Marketing Daily — May 23, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • French's is turning its iconic yellow mustard green for a film tie-in — a bold test of how far a heritage condiment brand can stretch its distinctive asset without breaking it. • PepsiCo's ten-year licensing extension with its largest bottling pa

The FMCG Marketing Daily — May 22, 2026 May 22, 2026 435 The FMCG Marketing Daily — May 22, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Nestlé is fighting a live brand credibility battle over its infant formula recall, and how it handles this public rebuttal will define its trust equity with the most risk-averse consumer segment there is. • Carlsberg is betting that Malaysian con

The FMCG Marketing Daily — May 21, 2026 May 21, 2026 431 The FMCG Marketing Daily — May 21, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Heineken is launching a lower-calorie, gluten-free beer in Brazil, signalling a deliberate portfolio play into moderation-driven consumption ahead of the World Cup. • Centenario Tequila is activating the World Cup through a Mexican cultural pride

The FMCG Marketing Daily — May 20, 2026 May 20, 2026 431 The FMCG Marketing Daily — May 20, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Oscar Mayer is scaling up one of FMCG's most recognisable brand assets into a full media property — a case study in turning a brand icon into an earned-attention engine. • The sale of Old Speckled Hen to Estrella owner Damm signals how heritage B

The FMCG Marketing Daily — May 19, 2026 May 19, 2026 429 The FMCG Marketing Daily — May 19, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Danone is cutting loose a kefir pioneer it once bet on, signalling a sharper focus on its core portfolio strategy under pressure from activist investors. • AB InBev is planting a public flag on sustainability targets for 2030 — a move that locks

The FMCG Marketing Daily — May 18, 2026 May 18, 2026 419 The FMCG Marketing Daily — May 18, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's CeraVe is using Carmelo Anthony and NBA fandom to break into a new sub-category — dandruff — signalling how the brand is systematically expanding its dermatology credential beyond its skincare core. • Premier Foods' debt hitting an all-

The FMCG Marketing Daily — May 17, 2026 May 17, 2026 430 The FMCG Marketing Daily — May 17, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • ThaiBev's mixed H1 results — with beer recovering but soft drinks dragging — reveal how emerging-market FMCG giants must manage multi-category portfolios under simultaneous volume pressure. • A surge in toxic counterfeit pet flea treatments is cr

The FMCG Marketing Daily — May 16, 2026 May 16, 2026 425 The FMCG Marketing Daily — May 16, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's Garnier is using reality TV influencer casting to reintroduce a legacy haircare format to Gen Z — a playbook worth watching for any FMCG brand trying to modernise heritage SKUs. • The reported private equity interest in Magnum's newly s

The FMCG Marketing Daily — May 15, 2026 May 15, 2026 430 The FMCG Marketing Daily — May 15, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Philip Morris International's new global campaign is being accused of targeting young consumers — a direct challenge to the brand's stated mission of ending cigarette sales, with major regulatory and reputational implications for FMCG brand purpo

The FMCG Marketing Daily — May 14, 2026 May 14, 2026 420 The FMCG Marketing Daily — May 14, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: The barcode was first scanned on a commercial product in 1974 on a pack of Wrigley's Juicy Fruit gum at a Marsh supermarket in Troy, Ohio — yet it took nearly a decade before most major U.S. retailers full

The FMCG Marketing Daily — May 13, 2026 May 13, 2026 471 The FMCG Marketing Daily — May 13, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Trader Joe's deliberately keeps its stores at exactly 68°F because consumer research showed that shoppers spend 22% more time browsing—and buy more impulse items—when slightly cooler than comfortable, trig

The FMCG Marketing Daily — May 12, 2026 May 12, 2026 463 The FMCG Marketing Daily — May 12, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they've kept the same price since 2009—and even built a $450 million Nebraska poultry complex in 2019 just to maintain

The FMCG Marketing Daily — May 11, 2026 May 11, 2026 453 The FMCG Marketing Daily — May 11, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come just for chicken spe

The FMCG Marketing Daily — May 10, 2026 May 10, 2026 437 The FMCG Marketing Daily — May 10, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Coca-Cola's secret formula, known as 'Merchandise 7X,' is kept in a vault at the World of Coca-Cola museum in Atlanta, but here's the kicker: the company has never actually patented it. Patents require pub

The FMCG Marketing Daily — May 09, 2026 May 9, 2026 465 The FMCG Marketing Daily — May 09, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air by volume—not to rip you off, but because nitrogen gas prevents oxidation and crushing during transport. The company's internal term for

The FMCG Marketing Daily — May 08, 2026 May 8, 2026 459 The FMCG Marketing Daily — May 08, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Carmex intentionally includes ingredients like camphor and menthol that slightly irritate lips, creating a dependency cycle where users feel they need to reapply constantly. This strategy helped build a cu

The FMCG Marketing Daily — May 07, 2026 May 7, 2026 455 The FMCG Marketing Daily — May 07, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Lindt's trademark gold foil wrapping isn't just branding—it's a registered intellectual property weapon. In 2018, a Swiss court ruled that any chocolate bunny wrapped in gold foil with a red ribbon infring

The FMCG Marketing Daily — May 06, 2026 May 6, 2026 447 The FMCG Marketing Daily — May 06, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Listerine was originally marketed as a surgical antiseptic and floor cleaner in the 1880s before the company invented the term 'halitosis' in a 1920s ad campaign to sell it as mouthwash—creating a medical

The FMCG Marketing Daily — May 05, 2026 May 5, 2026 475 The FMCG Marketing Daily — May 05, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Trader Joe's deliberately keeps its store footprint below 15,000 square feet—roughly one-fifth the size of a typical supermarket—because smaller stores force them to carry only their top 4,000 SKUs instead

The FMCG Marketing Daily — May 04, 2026 May 4, 2026 443 The FMCG Marketing Daily — May 04, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Coca-Cola's freestyle machines collect data on over 14 million drink combinations annually, which led the company to launch Cherry Sprite as a permanent product after discovering customers were mixing it t

The FMCG Marketing Daily — May 03, 2026 May 3, 2026 474 The FMCG Marketing Daily — May 03, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come in just for chicken

The FMCG Marketing Daily — May 02, 2026 May 2, 2026 491 The FMCG Marketing Daily — May 02, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco deliberately loses money on its $4.99 rotisserie chicken, selling it below cost to drive store traffic—a strategy so aggressive they built their own $450 million poultry processing plant in Nebraska

The FMCG Marketing Daily — May 01, 2026 May 1, 2026 459 The FMCG Marketing Daily — May 01, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Colgate holds a trademark on beef lasagna in the United States. In 1982, they launched Colgate Kitchen Entrees—a line of frozen dinners—which failed so spectacularly that consumers reported feeling nauseat

The FMCG Marketing Daily — April 30, 2026 Apr 30, 2026 467 The FMCG Marketing Daily — April 30, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay's delivery trucks carry their own portable shelving systems that drivers assemble in-store, making them the only major FMCG brand that literally builds their own retail real estate. This 'store

The FMCG Marketing Daily — April 29, 2026 Apr 29, 2026 438 The FMCG Marketing Daily — April 29, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Coca-Cola's distinctive contour bottle was designed in 1915 to be recognizable even when broken on the ground or felt in the dark—and it's so iconic that a study found 97% of people worldwide can identif

The FMCG Marketing Daily — April 28, 2026 Apr 28, 2026 481 The FMCG Marketing Daily — April 28, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Nestlé's KitKat bar has over 300 unique flavors in Japan alone—including wasabi, sake, and purple sweet potato—because Japanese consumers view the bar as a good luck charm due to its name sounding like '

The FMCG Marketing Daily — April 27, 2026 Apr 27, 2026 458 The FMCG Marketing Daily — April 27, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay's delivery drivers don't actually work for Frito-Lay. They're independent contractors who buy the inventory upfront, stock the shelves themselves, and only make money on what actually sells—a b

The FMCG Marketing Daily — April 26, 2026 Apr 26, 2026 362 The FMCG Marketing Daily — April 26, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay deliberately manufactures Doritos with inconsistent seasoning coverage—some chips get 20% more flavor powder than others—because internal research found that the variability itself is addictive

The FMCG Marketing Daily — April 25, 2026 Apr 25, 2026 437 The FMCG Marketing Daily — April 25, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay's merchandising research found that moving chip bags from vertical to horizontal shelf placement increased sales by 12%, but most retailers still use vertical displays because they can fit 40%

The FMCG Marketing Daily — April 24, 2026 Apr 24, 2026 465 The FMCG Marketing Daily — April 24, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Kellogg's Corn Flakes were originally invented in 1894 as an anti-aphrodisiac to curb sexual desire, part of Dr. John Harvey Kellogg's belief that bland foods would reduce lustful thoughts. The cereal wa

The FMCG Marketing Daily — April 23, 2026 Apr 23, 2026 458 The FMCG Marketing Daily — April 23, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air—not to rip you off, but because nitrogen cushioning below that threshold results in 18% more breakage and customer complaints spike dr

The FMCG Marketing Daily — April 22, 2026 Apr 22, 2026 443 The FMCG Marketing Daily — April 22, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, yet they've refused to raise the price since 2009. The loss leader is so strategic that Costco built their own $450 milli

The FMCG Marketing Daily — April 21, 2026 Apr 21, 2026 431 The FMCG Marketing Daily — April 21, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken price hasn't changed since 2009, and the retailer loses money on every bird sold. To maintain this loss-leader strategy, Costco built its own $450 million chicken proces

The FMCG Marketing Daily — April 20, 2026 Apr 20, 2026 462 The FMCG Marketing Daily — April 20, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives store traffic so effectively that members walk an average of 23 extr

The FMCG Marketing Daily — April 19, 2026 Apr 19, 2026 380 The FMCG Marketing Daily — April 19, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million per year, but it's deliberately priced as a loss leader and has remained unchanged since 2009. The retailer even built its own $450

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