The FMCG Marketing Daily
The essential morning briefing for brand leaders in fast-moving consumer goods. Hosted by Marco and Klara — two senior strategists with decades of experience inside global CPG companies and consultancies. Every episode covers retail media and distribution shifts, brand and competitor moves from Unilever, Coke, Nestlé, and challenger brands, and the macro and regulatory forces reshaping the category. Authoritative. Analytical. No noise. Built for brand managers, trade marketers, CMOs, and agency directors who need to stay ahead.
Omaha Steaks Courts Gen Z, Constellation Bets Beyond Beer
Omaha Steaks is rewriting its playbook to win Gen Z without losing loyal customers. Constellation Brands just signalled it wants more than beer. And the creators FMCG brands most want? They're saying no more often.
In this episode:
Omaha Steaks is stripping out polished marketing speak in favour of authentic, culturally resonant messaging to attract Gen Z while retaining its established heritage customer base. Constellation Brands has acquired hydration-adjacent alcoholic drink SpikedAde, with its CEO confirming beer remains the core but signalling active pursuit of external deals in adjacent growth categories. Top-tier creators are cutting the...Heineken Rethinks Ad Metrics, PepsiCo Drinks Struggle
Heineken is changing how digital ad budgets get defended. PepsiCo's drinks business is under real pressure. And Revlon is proving heritage can be a comeback strategy.
In this episode:
Heineken's in-house media team now combines attention measurement with brand awareness tracking to justify digital ad spend — a dual-metric model built to withstand CFO scrutiny. PepsiCo CEO Ramon Laguarta said the company will cut costs 'aggressively' in its North America drinks division after Q3 results showed diverging demand between snacks and beverages, with the company lowering its 2026 earnings outlook. Revlon's post-bankruptcy 'Be Unforgettable' campaign features Teyana Taylor an...PepsiCo Q3 Split, Revlon Bets on Heritage
PepsiCo is treating snacks and drinks as two completely different problems. Revlon is betting heritage beats reinvention. And one AI experiment just rewrote the production rulebook — at a cost.
In this episode:
PepsiCo CEO Ramon Laguarta signalled the company will cut costs 'aggressively' in North America beverages after margin pressure, while holding firm on snacks pricing — revealing a bifurcated brand portfolio strategy that has triggered a broader cost-cutting programme and a lowered full-year 2026 earnings outlook. Revlon's 'Be Unforgettable' campaign, fronted by Teyana Taylor and Megan Moroney, explicitly frames the brand's 90-plus-year heritage as a strategic asset rath...Heineken Measures Attention, Tesco Calls a Healthy Christmas
Heineken is building the measurement case before anyone asks it to cut budgets. Tesco — with £33.8bn in first-half sales — is already telling alcohol brands what kind of Christmas to expect. FMCG marketers need to hear both.
In this episode:
Heineken's in-house team is combining attention metrics with brand awareness data to justify digital ad spend on the open web and link upper-funnel activity directly to business outcomes. Omaha Steaks is overhauling a century-old brand, ditching direct-response tactics for culture-led marketing in a bid to recruit Gen Z before its ageing loyal customer base erodes. Tesco — the UK's la...Liquid Death Goes AI-Native, Constellation Buys SpikedAde
Liquid Death isn't just using AI — it's restructuring its entire marketing operation around it. Meanwhile, Constellation Brands is spending up to $353M to own the RTD moment. Here's what both moves mean for FMCG brand managers.
In this episode:
Liquid Death's chief media and digital commerce officer Benoit Vatere outlined an AI-native marketing model at Advertising Week New York, positioning AI as the organizational foundation — not a bolt-on tool — across content, media, and commerce decisions. Constellation Brands has acquired US ready-to-drink spirits brand SpikedAde in a deal worth up to $353 million, following its investment in non-alc challe...Nutella Hits Super Bowl, Constellation Bets on Hiyo Again
Ferrero is spending $50M and a Super Bowl slot to make Nutella a US mainstream staple. Constellation is doubling down on Hiyo. And healthcare brands are raiding FMCG's own playbook — which should make every CPG marketer uncomfortable.
In this episode:
Ferrero has committed $50M to US marketing for 2027 — its largest spend in the market ever — with Nutella set to appear in the Super Bowl for the first time as part of a major North American repositioning push. Constellation Brands led Hiyo's $20.8M Series B funding round, its second investment in the functional non-alcoholic 'social tonic' brand, signal...Gatorade Recall, Poppi Bets on Gut, Carlsberg Buys Bottlers
A live brand trust crisis at Gatorade, a challenger drinks brand winning on gut instinct, and Carlsberg using M&A to own the route to shelf — three stories with direct lessons for FMCG marketers today.
In this episode:
PepsiCo has recalled approximately 122,000 cases of 28oz Gatorade bottles across 37 US states after the FDA flagged undeclared yellow dyes in a Class II recall, turning a labelling compliance failure into a live brand equity crisis. Poppi's Head of Culture Sophia Sesto says the prebiotic soda brand's high-profile partnerships — including the Dallas Cowboys and New York Fashion Week — are driven...Diageo Wins Tequila Lawsuit & Closes Guinness Brewery
Diageo is making headlines twice today — for a legal win and a major brand experience closure. Plus, Nike's fall from dominance is the brand-building wake-up call FMCG marketers can't afford to ignore.
In this episode:
A New York judge dismissed a lawsuit alleging Diageo misled consumers about its tequila's composition, setting a precedent that gives spirits brands more legal clarity around authenticity claims in marketing copy. Diageo is closing the Guinness Open Gate Brewery in Baltimore — its flagship US experiential marketing hub opened in 2018 to recruit younger drinkers — as the company redirects spend toward higher-return channels. Nike l...CMO Tenure Crisis, Reese's Halloween Push & Beer's Decline
CMO instability is reshaping FMCG strategy from the top down. Plus, Reese's shows how to own a seasonal moment — and what midsize brewers are doing as the beer category contracts.
In this episode:
A new study describes the CMO role as a 'pressure cooker,' with tenures shrinking as leaders are expected to run performance marketing, build brand equity, master data analytics, and integrate AI simultaneously — creating constant strategy resets for FMCG brands. Reese's, the Hershey confectionery brand, launched a multichannel Halloween campaign at the start of October built around finding America's 'trick-or-treatiest street,' using part...CMO Tenure Crisis, Guinness Closes Baltimore Brewery
CMOs are burning out faster than ever — and the instability is hitting brand teams hard. Plus, Diageo pulls the plug on Guinness's flagship US experiential asset.
In this episode:
A new study confirms CMO tenure is shrinking while the role expands to cover performance media, brand building, and technology — creating a pressure cooker that destabilises agency relationships and brand continuity across FMCG organisations. With US alcohol consumption in sustained decline, mid-size brewers lacking the scale of AB InBev or Molson Coors are abandoning reach-and-frequency models in favour of community, occasion, and identity-based marketing strategies. Diageo is clos...Reese's Hunts America's Best Street, Cakes Ditches TikTok
Reese's is turning Halloween into a neighbourhood movement, Danone is fighting regulators to grow Harrogate Spring Water, and challenger brand Cakes is ditching rented TikTok audiences for media it actually owns.
In this episode:
Reese's has launched a multichannel Halloween campaign asking US consumers to nominate the 'trick-or-treatiest street' in America, kicking off in early October to own the seasonal conversation before rivals. Danone has filed a formal appeal after UK regulators blocked expansion plans for its Harrogate Spring Water facility in northern England, signalling strategic commitment to growing its premium UK water brand. Challenger beauty...Diageo Upgrades McDowell's, Danone Bets €50M on Volvic
Diageo is taking a huge risk by reformulating one of the world's biggest whisky brands — and Danone is turning a factory upgrade into brand equity. Two premiumisation and sustainability plays every FMCG marketer should study.
In this episode:
Diageo has reformulated McDowell's No.1 — one of the highest-volume whiskies on the planet — with an 'upgraded blend' explicitly targeting India's fast-growing mass premium consumer segment. Louis d'Aoust joined Mondelēz International as VP Marketing France on 14 September, taking a seat on the French executive committee and signalling a structural elevation of marketing within the local leadership team. Danone is inve...Diageo Targets Wine, Huel Ad Banned, BrewDog Gets £50m
Diageo is redrawing category lines at wine's expense, Huel just lost an ad to the regulator, and BrewDog's new owner is betting £50m on earning trust back the hard way. Three live lessons for FMCG brand managers.
In this episode:
Diageo is lending full commercial weight to mid-strength spirits, validating the moderation trend overnight and creating a direct substitution threat to wine at the retail shelf. The UK's ASA banned a Huel ad for implying that replacing all conventional food with its products was nutritionally appropriate, setting a precedent that affects every brand making functional or c...Twisted Tea Goes Camo, Hunter Turns 170 with Kate Moss
Twisted Tea bets on tribe-first marketing to fight slowing sales, Hunter reactivates Kate Moss to defend premium positioning, and Mondelez quietly hands off a flagship sustainability programme. Three brand decisions with direct lessons for FMCG marketers.
In this episode:
Twisted Tea has launched a camouflage-themed collaboration campaign leaning into outdoor and hunting culture as a tribe-first strategy to defend brand loyalty amid slowing sales momentum. Mondelez is transferring control of its Harmony sustainable wheat programme to non-profit ProTerra Foundation, raising questions about brand ownership of purpose credentials under tightening EU green claims rules. Hunter has launched...AB InBev Settles Trademark Row, Creators Demand Equity
AB InBev is drawing brand boundaries in spirits, creators are demanding equity stakes from FMCG partners, and France's back-to-school slump is flashing warning signs for Danone, Nestlé and L'Oréal.
In this episode:
AB InBev settled its trademark dispute with US vodka brand Stateside without a public ruling, signalling how the world's largest brewer is actively protecting its brand identity as it expands into spirits. Creators are increasingly demanding equity stakes or angel-style deals instead of flat sponsorship fees, forcing FMCG brands like Unilever and Henkel to rethink the structure and value of influencer partnerships. French FM...M&M's Goes Genre-Bending, McDonald's Builds Media Network
Mars is doubling down on character equity while McDonald's turns loyalty data into a paid media business. Three moves that signal where FMCG brand and media strategy is heading.
In this episode:
Mars and BBDO Chicago launched 'Screentime', a campaign placing the iconic M&M's mascots inside genre parodies — crime thrillers, telenovelas and Survivor — as a deliberate long-term brand warmth play over short-term performance media. Crosta Mollica has merged with Nestlé's divested European pizza business, backed by private equity firm PAI Partners, creating a well-funded premium pizza challenger poised to aggressively compete for shelf space acros...AB InBev Settles Trademark Fight, Creators Demand Equity
AB InBev's legal settlement with Stateside reveals how aggressively category giants defend brand territory in spirits. Plus: what Royal Unibrew's production move risks for Nørrebro Bryghus, and why creators now want ownership stakes instead of fees.
In this episode:
AB InBev settled a trademark dispute out of court with US vodka brand Stateside, signalling how fiercely the world's largest brewer protects brand territory as it expands into spirits. Royal Unibrew is relocating production of craft-heritage brand Nørrebro Bryghus from its original Copenhagen home to the Albani brewery, trading provenance for operational efficiency. Creators are in...M&M's Mascots Go Genre, Tim Hortons Keeps Its Agency
Mars is keeping M&M's mascots relevant without a rebrand, Tim Hortons just proved agency loyalty can beat disruption, and a premium pizza brand is merging with Nestlé's divested European business — three decisions with real implications for FMCG marketers.
In this episode:
Mars is extending its M&M's creative platform by casting its iconic mascots in parodies of film and TV genres — including crime thrillers and telenovelas — using humour and genre subversion to stay culturally current without altering the characters themselves. Gut has retained the Canadian creative account for Tim Hortons after a full competitive agency...Diageo's New CFO & Impossible Foods Hits Tesco
Diageo's surprise CFO hire signals a strategic shift in how FMCG finance thinks about brands and retail. Plus: Impossible Foods lands on Tesco shelves as plant-based sales slide, and McDonald's rewrites the media playbook.
In this episode:
Diageo has appointed Joanne Wilson — a veteran of Britvic and Tesco — as its new CFO, replacing Nik Jhangiani at a critical moment of cost scrutiny and slowing sales for the spirits giant. Impossible Foods has launched four plant-based products into UK grocery retail via Tesco, marking its first-ever supermarket presence in the UK at a time when the plant-based cate...The FMCG Marketing Daily | How Chili's marketing works — and | Converse pulls advert and apologises after | Some marketers see 'no ceiling' for
The FMCG Marketing Daily — September 23, 2026 In this episode: • Chili's deliberate category-targeting strategy offers a masterclass in how challenger brands can systematically dismantle category leaders by picking fights they can win. • Converse's rapid ad withdrawal after consumer backlash is a live case study in brand crisis response and the hidden risks embedded in visual creative production at scale. • Beauty and personal care marketers are declaring sports sponsorship their most powerful brand-building channel — a shift with direct implications for FMCG brands competing for the same audiences and inventory. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign i...
The FMCG Marketing Daily | Why Campari updated a classic ad | Subway skewers modern dining landscape with | Media Buying Briefing: Handicapping the fight
The FMCG Marketing Daily — September 22, 2026 In this episode: • Campari's decision to revive and modernise a heritage ad with a celebrity talent is a masterclass in balancing brand nostalgia with contemporary cultural relevance. • Subway's first campaign from its new agency Martin uses Will Arnett to position the brand as the antidote to an overcomplicated, overpriced fast-food landscape — a bold repositioning play from a brand fighting for relevance. • The contest to win Coca-Cola's North American media account is reshaping agency holding group dynamics and signals how the world's most valuable beverage brand is rethinking its media architecture. Hosted by Marco & Klara. New episode ev...
The FMCG Marketing Daily | Dr. Squatch's Partnership Strategy Reveals a | 'Get back to old-fashioned barter': Why | Nestlé reviews options as Russia seizes
The FMCG Marketing Daily — September 21, 2026 In this episode: • Dr. Squatch's deliberate co-branding playbook — spanning Unilever to celebrity tie-ups — offers a live case study in how challenger personal care brands build equity without traditional media spend. • A growing number of brand marketers are reviving barter arrangements as a tactical response to tightening budgets, raising real questions about how FMCG teams value and protect brand equity in non-cash deals. • Russia placing Nestlé's local operations under temporary state administration is a brand and reputational crisis moment that forces the company to publicly define what its presence in the market now means. Hosted by Marco & Kl...
The FMCG Marketing Daily | Why WPP isn't the biggest casualty | Nestlé faces infant formula legal dispute | Úrsula Mejía asume la dirección de
The FMCG Marketing Daily — September 20, 2026 In this episode: • A major agency realignment involving two of FMCG's biggest spenders — PepsiCo and Coca-Cola — is reshaping how global marketing relationships are structured at the top of the industry. • Nestlé is under regulatory fire in one of its most important growth markets, with India's food safety authority pursuing legal action over alleged non-compliance in its infant formula products — a reputationally sensitive category. • Coca-Cola has appointed a new marketing director for Iberia, bringing in a Diageo veteran — a move that signals the kind of cross-category talent flow reshaping FMCG marketing leadership across Europe. Hosted by Marco & Klara. Ne...
The FMCG Marketing Daily | Úrsula Mejía asume la dirección de | Nestlé faces infant formula legal dispute | German distiller Berentzen in talks to
The FMCG Marketing Daily — September 19, 2026 In this episode: • Coca-Cola has appointed a new marketing director for Iberia, poached directly from Diageo — a CMO move that signals how the two biggest names in FMCG are competing for the same rare breed of marketing talent. • India's food safety regulator is taking legal action against Nestlé over infant formula non-compliance — a brand-trust crisis in one of the world's fastest-growing consumer markets. • A potential Sazerac acquisition of Berentzen would hand one of America's most aggressive spirits acquirers a European heritage brand portfolio — and raises big questions about what happens to those brands under new ownership. Host...
The FMCG Marketing Daily | Coca-Cola's Top Marketer Reveals What He's | Wonderful Pistachios spotlights first NIL roster | How Mike's Hot Honey Found Sweet
The FMCG Marketing Daily — September 18, 2026 In this episode: • Coca-Cola's CMO is openly signalling that creator and retail media capabilities are now non-negotiable in its next agency brief — a landmark shift in how the world's biggest beverage brand buys marketing services. • Wonderful Pistachios is the first snack brand to build an NIL athlete roster as a structured social campaign asset — a challenger move that reframes how FMCG brands can own sports culture without paying premium broadcast rights. • Mike's Hot Honey built a genuinely new condiment category through word of mouth and creative marketing — and its growth story is a masterclass in how challenger...
The FMCG Marketing Daily | Unilever-McCormick deal comes under scrutiny of | Nestlé, PepsiCo join forces on paper | Sonos' brand repositioning trades specs for
The FMCG Marketing Daily — September 17, 2026 In this episode: • The UK competition regulator is now reviewing McCormick's acquisition of Unilever's food assets, raising real questions about which brands change hands and what that means for their futures. • Nestlé and PepsiCo are co-investing in a paper packaging consortium, a move that signals sustainability is shifting from brand claim to shared infrastructure across the industry. • Sonos is ditching audiophile specs-led messaging in favour of emotion and experience — a classic repositioning playbook that has direct lessons for any FMCG brand trying to recover consumer trust after a damaging misstep. Hosted by Marco & Klara. New episode eve...
The FMCG Marketing Daily | Danone, Intersnack to report on 'healthy | Bristol becomes first British city to | Tribunal conditionally clears Coca-Cola bottling deal
The FMCG Marketing Daily — September 16, 2026 In this episode: • Danone and peers are voluntarily disclosing 'healthy' sales data in the UK ahead of mandatory rules — a move that will reshape how FMCG brands make nutritional claims and position their portfolios. • Bristol's ban on fast fashion, airline, and SUV ads on city-owned outdoor media is a live test of whether municipal advertising restrictions can spread — and FMCG brands in adjacent 'high-impact' categories should be paying close attention. • South Africa's conditional approval of Coca-Cola HBC's acquisition of Coca-Cola Beverages Africa reshapes the brand's route-to-market across the continent — with direct implications for how Coca-Cola executes marke...
The FMCG Marketing Daily | Three major Diageo brands to get | Media Buying Briefing: How Publicis keeps | Campaign Trail: Cheez-It convenes Couch Committee
The FMCG Marketing Daily — September 15, 2026 In this episode: • Diageo is reformulating three of its biggest spirit brands for a lower-ABV future, signalling that moderation is now a core brand strategy rather than a niche play. • Publicis landing PepsiCo's media account without a formal pitch reveals how the agency model is changing — and what that means for FMCG brands reviewing their media relationships. • Cheez-It's college football campaign shows how Kellanova's snack brands are using sports sponsorship to own a specific cultural moment rather than just buy media. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign i...
The FMCG Marketing Daily | Cadbury pairs crystal clutch with comedy | Molson Coors ditches its TV-era workflow | Manischewitz is betting that a dating
The FMCG Marketing Daily — September 14, 2026 In this episode: • Mondelez is making a serious push to grow Cadbury's footprint in the US market by pairing a limited-edition fashion accessory with original comedy content — a rare dual-channel activation for the brand. • Molson Coors has completely restructured its internal content workflow to match creator timelines — and the results are a 4x engagement uplift, offering a direct blueprint for legacy FMCG brands stuck in broadcast-era production cycles. • A 138-year-old heritage food brand is using a branded dating show as its primary vehicle to recruit Gen Z consumers — a challenger-style play that raises the bar for how legacy...
The FMCG Marketing Daily | Cadbury pairs crystal clutch with comedy | Kenya clears EABL sale to Asahi, | Manischewitz is betting that a dating
The FMCG Marketing Daily — September 13, 2026 In this episode: • Mondelez's Cadbury is making a significant push into the US market by combining a branded merchandise play with episodic comedy content — a dual-format bet that challenges conventional FMCG campaign thinking. • Diageo's confirmed exit from East African Breweries is a landmark portfolio restructuring move that will reshape brand ownership and competitive dynamics across one of Africa's most strategically important beer markets. • A 138-year-old heritage food brand is staking its Gen Z relevance strategy on a branded dating show — one of the boldest entertainment-led repositioning bets in the challenger FMCG space right now. Hosted by Marco & K...
The FMCG Marketing Daily | Mr. Pibb Is the Fastest-Growing Brand | Molson Coors ditches its TV-era workflow | Campaign Trail: Cheez-It convenes Couch Committee
The FMCG Marketing Daily — September 12, 2026 In this episode: • Coca-Cola's Mr. Pibb has become the fastest-growing brand of the year after a deliberate relaunch strategy — a rare resurrection story worth dissecting for any FMCG team managing a dormant or underperforming sub-brand. • Molson Coors has overhauled its entire content production workflow to match creator speed — and quadrupled engagement as a result — offering a concrete operational blueprint for FMCG brands still stuck in broadcast-era approval cycles. • Kellanova's Cheez-It is activating a college football campaign built around fan identity rather than the sport itself — a distinct strategic angle that sets it apart from the straightforward...
The FMCG Marketing Daily | Johnsonville puts sausage on the ballot | 'Certainly a disappointment': Omnicom CFO's verdict | Omaha Steaks just cut 60% of
The FMCG Marketing Daily — September 11, 2026 In this episode: • Johnsonville's election-season campaign is a live masterclass in how FMCG brands can cut through peak political ad clutter with deliberate tonal contrast. • PepsiCo's decision to consolidate its global media account with Publicis is one of the biggest FMCG agency moves of the year, and Omnicom's public admission of the loss signals just how high the stakes are. • Omaha Steaks has made one of the most dramatic portfolio rationalisation moves in recent FMCG memory, cutting 60% of its SKUs at a moment when beef prices are at historic highs. Hosted by Marco & Klara. New episode...
The FMCG Marketing Daily | Danone 'very bullish' on fresh dairy | Campbell's heats up digital focus amid | US Consumers Choose Premium Or Value
The FMCG Marketing Daily — September 10, 2026 In this episode: • Danone is doubling down on fresh dairy in the US at a moment when the category faces serious headwinds — a bold brand strategy bet worth unpacking. • Campbell's is overhauling its marketing mix with a sharper digital pivot — a significant signal from one of America's most heritage-heavy FMCG brands. • New NIQ data confirms the US FMCG market is bifurcating hard between premium and value — and mainstream brands are the ones being squeezed out. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO
The FMCG Marketing Daily | Samsung U.S. Marketing Chief Allison Stransky | Modelo hikes marketing spend on college | Müller teams up on yogurt NPD
The FMCG Marketing Daily — September 09, 2026 In this episode: • Boston Beer is raiding Big Tech marketing for its next CMO — a bold outside-category hire that signals the brand is rethinking how it competes in a fragmenting craft and RTD market. • Modelo is doubling down on college football with a new brand platform and increased spend — a direct challenge to Anheuser-Busch InBev's long-held dominance in sports sponsorship. • Müller is co-developing new yogurts with Mondelez and Pladis in a brand collaboration play that turns snacking rivals into NPD partners — and raises sharp questions about brand licensing as a growth lever in dairy. Hosted by Marco...
The FMCG Marketing Daily | Food giants face Poland 'shrinkflation' scrutiny | The Ryl Company on attracting 'under-indexed' | Laura Woods partners with M&S to
The FMCG Marketing Daily — September 08, 2026 In this episode: • Poland's consumer watchdog has put Danone, Mondelez, Nestlé, and Unilever simultaneously in its crosshairs over shrinkflation — a regulatory moment that tests how FMCG giants defend pack-size reductions without destroying brand trust. • RTD tea challenger Ryl is building a US expansion strategy explicitly around the demographic gaps that legacy tea brands have failed to close with Gen Z and millennials — a direct threat to established players in a fast-growing category. • M&S Food is using sports broadcaster Laura Woods and a grassroots football platform to make a direct brand purpose play — positioning its food credential...
The FMCG Marketing Daily | Carrefour lleva su club de fidelización | Marketers say usage rights are driving | CVH Spirits to resume Scotch sales
The FMCG Marketing Daily — September 07, 2026 In this episode: • Carrefour has turned its loyalty programme into a six-episode branded fiction series featuring 12 FMCG brands, raising the stakes on what retailer-brand co-marketing can look like in 2026. • Usage rights negotiations are emerging as the single biggest hidden cost inflator in creator marketing budgets, with direct implications for FMCG brands scaling influencer programmes across channels. • CVH Spirits is re-entering the South African premium Scotch market, signalling that challenger spirits distributors see emerging-market premiumisation as the growth lane the major houses are too distracted to defend. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, bra...
The FMCG Marketing Daily | Nestlé to add new infant formula | US brewer FIFCO USA renamed under | Hoka builds Strava running stats into
The FMCG Marketing Daily — September 06, 2026 In this episode: • Nestlé is committing $383 million to expand infant formula manufacturing in Brazil, signalling a major strategic bet on emerging market growth in one of its most regulated and scrutinised categories. • The private-equity-backed rebrand of FIFCO USA to North American Breweries is a live case study in what happens to challenger beer brand portfolios when financial ownership changes and a new corporate identity must be built from scratch. • Hoka is integrating live Strava community data into digital out-of-home placements, turning real runner behaviour into real-time brand creative — a model that FMCG brands with loyalty or behaviou...
The FMCG Marketing Daily | KFC names first global chief brand | Diageo to cut 300 jobs at | How Graza hopes to lap the
The FMCG Marketing Daily — September 05, 2026 In this episode: • KFC creating its first-ever global CBO role signals a structural bet that unified brand identity — not local market autonomy — is the path back to relevance for a struggling QSR giant. • Diageo axing 305 roles at its North American HQ is the clearest signal yet that its turnaround plan involves shrinking the marketing and commercial infrastructure behind its biggest revenue market. • Graza's NASCAR partnership is a challenger brand playbook move — using an unexpected cultural property to punch into mainstream awareness against entrenched olive oil incumbents. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand str...
The FMCG Marketing Daily | Athletic Brewing appoints new CMO amid | Barilla is buying one of America's | Lush launches campaign highlighting harm caused
The FMCG Marketing Daily — September 04, 2026 In this episode: • The leading non-alcoholic beer challenger brand just made a significant CMO hire as it signals a major step-up in marketing ambition — a direct threat to AB InBev and Diageo's no-and-low alcohol plays. • Barilla's acquisition of Goodles — a nutrient-dense mac-and-cheese challenger — is a textbook case of a heritage FMCG brand buying its way into a consumer trend it couldn't build organically. • Lush is activating a live in-store campaign against social media harm, doubling down on its years-long refusal to advertise on major platforms — turning brand purpose into a direct media strategy differentiator. Hosted by Marco & Klara...
The FMCG Marketing Daily | Axe vies for more mature brand | Publicis Lands PepsiCo's Global Media Business, | Diageo pulls ESG measures from long-term
The FMCG Marketing Daily — September 03, 2026 In this episode: • Unilever is attempting one of the trickiest moves in brand management — maturing an iconic but juvenilised brand without alienating its core equity. • PepsiCo consolidating its entire global media spend under one holding company is a landmark agency decision that will reshape how both Coke and Pepsi reach consumers worldwide. • Diageo removing responsible drinking and sustainability targets from executive pay is a significant public signal about how far the ESG rollback has now reached inside major FMCG boardrooms. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligen...
