The FMCG Marketing Daily

The FMCG Marketing Daily — August 13, 2026 In this episode: • Dove's return to US Open sponsorship shows how a major Unilever brand is blending sports equity with its body-confidence purpose platform to reach a premium consumer audience. • The EU's Packaging and Packaging Waste Regulation coming into force is a direct compliance and brand-claims challenge for every FMCG manufacturer exporting into Europe. • Bazooka's social-first campaign built around reality TV culture is a live test of whether a heritage confectionery challenger brand can win relevance with younger consumers without traditional media spend. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail m...

The FMCG Marketing Daily — August 12, 2026 In this episode: • L'Oréal's CeraVe is using a real Gen Z social trend — tanmaxxing — as a creative hook to shift SPF behaviour, making this a live case study in culture-led brand marketing. • A viral discovery of a 1991 Mars Bar — 56% larger than the current version — has thrown shrinkflation back into the public spotlight at exactly the wrong moment for Mars as a brand. • Tesco is actively pushing Clubcard reward redemption through a new BBH-created campaign — a move that directly shapes the battlefield for FMCG brands competing on price and loyalty at the shelf. Hosted by Marco & Klara. New...

The FMCG Marketing Daily — August 11, 2026 In this episode: • Two of FMCG's biggest names are facing criminal-level regulatory scrutiny over a product recall in one of Europe's most trust-sensitive categories — infant formula. • Beyoncé has bought out LVMH's stake in SirDavis whisky, taking full control of the brand at a moment when celebrity spirits ownership is being seriously re-evaluated across the drinks category. • Jif is repositioning its entire brand identity — including a logo rework — to break free from the PB&J occasion and unlock new consumption moments, a classic but high-risk category expansion play. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, bran...

The FMCG Marketing Daily — August 09, 2026 In this episode: • PepsiCo's marketing leadership is publicly framing AI not as a future tool but as the current daily workflow — a signal of how fast the operating model is shifting inside major FMCG organisations. • Beauty brands are collapsing the distinction between advertising and entertainment content — a strategic shift with direct implications for how FMCG brand managers think about content investment and brand-building. • Snapchat has released formal brand guidance on comedy and humour to help marketers connect with Gen Z — a rare platform-led creative brief that FMCG brands with youth-skewing portfolios should take seriously. Hosted by Marco & Kla...

The FMCG Marketing Daily — August 08, 2026 In this episode: • Diageo's CEO has publicly framed a $1bn savings programme as a strategic repositioning after a period of over-investment — a significant signal about how the world's largest spirits company will allocate marketing resource going forward. • Foot Locker's CMO-led brand platform relaunch is a live case study in how a legacy retail brand attempts to reassert cultural relevance at the exact moment its core business model is under pressure. • Creator agencies are restructuring themselves as full entertainment production companies — and FMCG brand budgets are increasingly funding the transition, raising urgent questions about control, IP ownership, a...

The FMCG Marketing Daily — August 07, 2026 In this episode: • Kraft Heinz is making a rare, explicit bet that marketing spend — not cost-cutting — is the lever that will reverse its multi-year volume decline. • New Diageo CEO Dave Lewis has unveiled a sweeping strategic overhaul that bets the company's future on Guinness while carving $1 billion in costs — a portfolio prioritisation decision with massive implications for every brand that isn't Guinness. • Papa Johns' CMO change and pivot back to mass marketing is a live case study in what happens when performance marketing over-rotation leaves a brand without enough broad reach to sustain sales. Hosted by Marco & Kla...

The FMCG Marketing Daily — August 06, 2026 In this episode: • Heineken's H1 results reveal a stark geographic split that forces a rethink of where premium beer brands should be investing their marketing weight. • A new IGD study confirms that private label is now outgrowing manufacturer brands across Europe, putting brand equity investment directly in the dock. • E.l.f. Beauty's first full earnings report since acquiring Rhode shows the challenger brand model — buy a founder-led disruptor and let it run — is delivering real financial results. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, adver

The FMCG Marketing Daily — August 05, 2026 In this episode: • PepsiCo's five-year Silverstone commitment signals a major strategic bet on experiential marketing at live sporting events as a brand-building vehicle. • AB InBev's Ambev subsidiary posted Q2 volume growth driven by the FIFA World Cup, offering a concrete case study in how FMCG brands convert mega-event investment into measurable market performance. • Diageo's Scottish distillery cuts signal a structural rationalisation of its Scotch whisky portfolio that will have direct consequences for brand investment priorities and heritage storytelling. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, a...

The FMCG Marketing Daily — August 04, 2026 In this episode: • Campbell's Goldfish is using nostalgia as a Trojan horse for better-for-you repositioning — a live case study in how FMCG snack brands are responding to health-conscious parents without abandoning their core equity. • India's food regulator has barred sales of certain United Spirits products over flavour compliance failures — a stark reminder that regulatory risk in high-growth emerging markets can derail brand momentum overnight. • Diageo's long-running Moët Hennessy alliance is coming under serious strategic scrutiny under new CEO Dave Lewis — and how it resolves could reshape the entire premium spirits portfolio landscape. Hosted by Marco & Klara...

The FMCG Marketing Daily — August 03, 2026 In this episode: • Danone's CEO is publicly framing Huel and Alpro as a coherent portfolio play, giving brand managers a live case study in how to justify challenger-brand acquisitions without cannibalising existing equity. • Lawsuits against Nike and Lululemon for inflating 'original' prices to manufacture fake discounts are a direct warning shot for FMCG brand managers who use promotional pricing as a brand equity tool. • Unilever securing European worker commitments ahead of its food business merger with McCormick marks a critical milestone in one of the biggest FMCG brand portfolio restructurings of the decade. Hosted by Marco...

The FMCG Marketing Daily — August 02, 2026 In this episode: • Rémy Cointreau poaching a Pernod Ricard emerging-markets executive signals a deliberate push to chase growth outside stagnant Western spirits markets. • See's Candies is now in its fourth consecutive year of its DOGust campaign — a masterclass in how a heritage confectionery brand builds a seasonal brand ritual with purpose baked in. • Major FMCG and consumer goods advertisers are now citing marketing measurement frameworks on earnings calls — a structural shift in how CMOs justify spend to the C-suite and investors. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campai...

The FMCG Marketing Daily — August 01, 2026 In this episode: • Mars is extending the iconic 'You're Not You When You're Hungry' platform into a summer ice cream campaign that targets online toxicity — a bold creative stretch test for one of FMCG's most durable brand ideas. • AB InBev's CEO publicly admitting China remains a structural problem — not just a cyclical blip — is a significant signal about the limits of premium brand strategy in a market where local players are rapidly gaining ground. • Unilever's 300,000-creator network claim is getting scrutinised — and the reality of how those creators are tiered, briefed, and measured reveals the messy operationa...

The FMCG Marketing Daily — July 31, 2026 In this episode: • Pernod Ricard's Jameson is betting a major NFL global sponsorship can reverse declining spirits category momentum — a high-stakes brand strategy move worth unpacking. • Heineken is turning responsible drinking into a tangible consumer reward mechanic via OpenTable — a fresh brand purpose activation that goes well beyond a TV spot. • Mondelez is attributing a regional volume drop to the European heatwave — raising a live question about how FMCG brands plan for climate-driven demand volatility. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — July 30, 2026 In this episode: • Unilever's Degree is running a live experiential campaign in New York's subway system, turning one of summer's most unpleasant commuter environments into a branded moment. • Reckitt has beaten Q2 sales forecasts on the back of surging demand in China, India, and emerging markets — signalling where the next phase of FMCG brand growth is being won. • Danone's Q2 beat — powered by specialised nutrition and water — shows how a deliberate portfolio prioritisation strategy can deliver resilient growth even in a difficult consumer environment. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, reta...

The FMCG Marketing Daily — July 29, 2026 In this episode: • Coca-Cola's World Cup activation has just delivered a concrete case study in how sports sponsorship converts brand equity into on-the-ground volume at scale. • Unilever's best volume quarter in over ten years signals that its brand investment and portfolio pruning strategy is now translating into measurable consumer demand. • Popeyes is reshaping its agency roster with brand consistency as the explicit strategic objective — a rare public acknowledgement that fragmented agency relationships damage brand equity. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — July 28, 2026 In this episode: • Nestlé's H1 results reveal which categories are dragging behind the new CEO's recovery plan — a direct read on where FMCG's biggest food company is placing its brand bets. • Oscar Mayer is turning a brand icon's 90th anniversary into a cultural moment by partnering with cult bakery Milk Bar — a textbook case in heritage brand activation for Kraft Heinz. • A CEO exit triggered by consumer backlash over a logo redesign is a rare and stark example of brand decisions carrying board-level consequences. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strateg...

The FMCG Marketing Daily — July 27, 2026 In this episode: • Stanley 1913's deliberate decision to keep AI out of ad creative is a live test of whether brand authenticity and human storytelling still command a premium in lifestyle marketing. • Hard ad-spend data from the 2026 World Cup reveals that brand investment is spreading across a wider range of sports properties — a structural shift in how FMCG advertisers are allocating major event budgets. • Assisi Pet Care's rapid roll-up of premium UK pet food brands, now including natural wet food specialist Forthglade, is a textbook challenger brand consolidation play in one of FMCG's fastest-growing categories. Hosted by...

The FMCG Marketing Daily — July 26, 2026 In this episode: • A ransomware attack on Coca-Cola's premium dairy brand Fairlife puts brand trust and crisis communications squarely in the spotlight for FMCG marketers. • NielsenIQ data reveals Australian consumers are making deliberate, values-driven FMCG trade-offs — a shift that demands brand managers rethink how they communicate value beyond price. • Lactalis moving to acquire PDO cheese specialist Triballat signals a major strategic bet on protected-origin credentials as a brand differentiation tool in premium dairy. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — July 25, 2026 In this episode: • Mondelez's corporate venture arm is betting on a Gen Z-targeted sour snack challenger, signalling how Big Snack is using VC stakes to stay close to category disruption without cannibalising its core brands. • Diageo's Indian subsidiary United Spirits has taken a 10.1% stake in start-up Nuvola Spirits, a direct signal of how the world's largest spirits company is positioning for India's premiumisation wave through challenger brand investment rather than organic launches. • A growing debate among marketers is challenging the fundamental logic of mass brand advertising, with real implications for how FMCG companies allocate their media bu...

The FMCG Marketing Daily — July 24, 2026 In this episode: • Coca-Cola's major visual redesign is drawing intense scrutiny over whether a legacy brand can afford to alienate its equity-rich iconography. • The post-merger operating structure McCormick is revealing today signals how a newly enlarged FMCG giant plans to manage brand architecture across a vastly expanded portfolio. • Hanes is deliberately breaking from its safe, functional positioning with a provocative creative pivot — a bold bet that a commoditised basics brand can buy cultural relevance through tone alone. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertisin

The FMCG Marketing Daily — July 23, 2026 In this episode: • Mondelez's marketing and sales leaders are publicly dismantling the traditional funnel — a structural shift that has direct implications for how major FMCG brands organise around the consumer. • Heineken's acquisition of RainForest Water signals the brewer is actively building a non-alcohol portfolio beyond beer — a strategic pivot with real implications for how it competes across occasions. • JINRO, the world's best-selling spirits brand by volume, is launching its first-ever global campaign — a landmark moment that marks the soju category's most serious push yet into mainstream Western consumer consciousness. Hosted by Marco & Klara. New episode every weekday...

The FMCG Marketing Daily — July 22, 2026 In this episode: • Kraft Heinz is betting that a long-term Disney tie-up can do what price promotions can't — rebuild emotional relevance with family shoppers. • Zevia is using its biggest-ever campaign with Cardi B to force a mainstream conversation about zero-sugar soft drinks — a direct challenge to Coca-Cola and PepsiCo's diet portfolios. • Diageo's incoming board overhaul — focused on bringing in drinks-sector expertise — signals that the company's strategic reset goes all the way to the top. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — July 21, 2026 In this episode: • AB InBev's Cutwater RTD brand is using a summer hosting platform to reframe canned cocktails as a lifestyle convenience play — a telling signal of how Big Beer is repositioning RTDs beyond the occasion. • Heineken is launching Cruzcampo 1904 as a dedicated premium sub-brand in Spain, testing whether a heritage local lager can be repositioned upmarket without cannibalising its mass-market equity. • Brand measurement platform Tracksuit — used by Unilever and others — has acquired AI monitoring startup Hall, signalling that real-time AI-powered brand equity tracking is fast becoming a standard expectation for FMCG marketing teams. Hosted by Marco & Kla...

The FMCG Marketing Daily — July 20, 2026 In this episode: • Yeti's new campaign uses deliberately provocative four-letter wordplay to connect outdoor consumer passions to brand identity — a masterclass in earned attention for premium lifestyle brands. • The 2026 World Cup has produced a new kind of sports celebrity — one built on direct fan dialogue and social media — forcing FMCG brand managers to rethink how they evaluate and activate athlete partnerships. • YouTube's new report on sports creator partnerships gives FMCG brand managers a data-backed roadmap for reaching high-engagement audiences through athletic influencers at a moment when sports fandom is peaking globally. Hosted by Marco & Klara. New episode ev...

The FMCG Marketing Daily — July 19, 2026 In this episode: • Two European beer majors are reportedly circling a Belgian independent brewer, signalling continued consolidation pressure in the craft and regional beer segment. • Skechers has consolidated a significant portion of its global media buying with Horizon Global, marking one of the larger independent agency wins in footwear this year. • Kate Spade has appointed a new CMO with an explicit mandate to restore brand desirability after years of over-distribution and equity dilution. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — July 18, 2026 In this episode: • A ransomware attack has forced Coca-Cola to halt production at its premium dairy brand Fairlife, exposing how cyber risk is now a front-line brand management crisis for FMCG companies. • Nestlé's Coffee Mate is running a social-first summer campaign built around consumer passion and seasonal relevance, offering a live case study in how legacy creamer brands are fighting for cultural attention. • Walmart's first-party data on 2026 World Cup shopping reveals concrete shifts in FMCG purchasing behaviour tied to the tournament, giving brand managers rare real-world evidence of how sports events drive category sales. Hosted by...

The FMCG Marketing Daily — July 17, 2026 In this episode: • The funding crisis at Ben & Jerry's Foundation puts the brand's activist identity and purpose-led positioning under direct threat — a live stress test of what happens when brand values lose their financial backing. • Dollar Shave Club is using generative AI not to cut costs but to accelerate creative experimentation — a challenger brand approach that reframes how FMCG marketers should think about AI's role in the creative process. • As Brown-Forman's CEO prepares to leave, the spirits group faces a defining portfolio and brand strategy moment — with outside leadership increasingly on the table following moves by Diageo and...

The FMCG Marketing Daily — July 16, 2026 In this episode: • Neutrogena is deliberately rejecting the viral content playbook in favour of science-led credibility — a direct counter-positioning move in a beauty category increasingly defined by TikTok trends. • The UK competition regulator has opened a formal investigation into Danone's acquisition of Huel, putting one of the most strategically significant challenger brand buyouts in recent FMCG history under scrutiny. • UK spirits challenger Distil has appointed a former Diageo executive as CEO, signalling that independent spirits brands are increasingly raiding the major FMCG talent pool to accelerate brand-led growth strategies. Hosted by Marco & Klara. New episode every week...

The FMCG Marketing Daily — July 15, 2026 In this episode: • A new oral care challenger brand built inside Mother's startup incubator is coming for the shelf space dominated by Colgate and Unilever's Signal. • Henkell Freixenet is extending its mass-market I Heart wine brand into RTDs, betting that its existing brand equity can unlock a fast-growing convenience format. • Love Island USA's ad sales surged 73% this season, making it one of the most commercially potent FMCG brand integration vehicles on streaming right now. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — July 14, 2026 In this episode: • A new analysis warns that FMCG brands optimised for search and social may be structurally absent from AI-generated recommendations — a visibility crisis brand managers cannot ignore. • New NIQ analysis shows FMCG brands that renovate proactively — before sales decline — dramatically outperform those that renovate reactively, reframing renovation as a brand health investment rather than a rescue tactic. • British soft drinks challenger Cawston Press is moving into functional juice shots, signalling how premium ambient brands are targeting the high-margin wellness occasion that larger FMCG players have struggled to own. Hosted by Marco & Klara. New episode every...

The FMCG Marketing Daily — July 13, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A senior Diageo executive crossing into an independent wine group signals how big-FMCG talent is increasingly flowing toward premium specialist challengers. • Aéropostale's shift from ads to entertainment-first content for Gen Alpha is a practical playbook any FMCG brand targeting the under-15 consumer needs to study now. • A new wave of major media reviews is converging, and for FMCG CMOs that means agency relationships and media allocations built in a pre-AI world are about to be stress-tested all at once. Hosted by...

The FMCG Marketing Daily — July 12, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A major French spirits group makes a full acquisition of a Dutch alcohol-free cocktail brand, signalling that no/low alcohol is now a strategic portfolio priority rather than an experimental bet. • New ad spend estimates reveal Nike and Adidas are taking fundamentally opposite media strategies at the World Cup midpoint, offering brand managers a live split-test in major sports sponsorship activation. • Physicians Formula is deliberately mining a specific era of internet beauty culture to reactivate brand relevance — a nostalgia-as-strategy play that has d...

The FMCG Marketing Daily — July 11, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Reckitt's $400M US media account stays with Zenith while WPP holds Europe — a split-agency model that signals how major FMCG players are restructuring media relationships by region. • Unilever is running a 300,000-strong creator network using AI for vetting and workflows — but is deliberately keeping human judgment at the centre of creative decisions. • PepsiCo's Q2 results reveal a widening performance gap between its international and North American businesses — a strategic inflection point with direct implications for where the company directs brand investment. Ho...

The FMCG Marketing Daily — July 10, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Mike's Hard Lemonade is pioneering bespoke branded entertainment partnerships on Netflix, signalling a new frontier for FMCG drinks brands beyond traditional TV spots. • The EU's EmpCo Directive — targeting misleading sustainability claims — is set to cost German retailers hundreds of millions, with direct consequences for how FMCG brands communicate green credentials across Europe. • Nordic confectionery challenger Cloetta is bringing its CandyKing Pick & Mix concept to US grocery retail for the first time, testing whether a highly experiential, format-led brand can crack America's cr...

The FMCG Marketing Daily — July 09, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Henkel has officially closed its acquisition of Olaplex, reshaping the professional and retail haircare competitive landscape in a single move. • PepsiCo's Doritos is using its Formula 1 partnership as a always-on global brand platform rather than a one-off sponsorship activation — and the strategy has direct lessons for FMCG marketers chasing year-round relevance. • PepsiCo is relaunching Quaker into the US beverage aisle with a protein-led product — a bold brand extension bet on a name better known for porridge than drinks. Hosted by Marco and Kl

The FMCG Marketing Daily — July 08, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Mars is doubling down on Twix's 'Two Is More Than One' brand platform with a high-craft comedy campaign that tests whether creative distinctiveness can drive salience in a crowded snacking market. • Diageo's closure of the Aviation Gin flagship distillery exposes the fragility of celebrity-anchored brand experience strategies when the parent company faces a sustained sales downturn. • Dollar Shave Club's move to produce 90% of its advertising in-house — with AI absorbing the remaining agency work — is a direct challenge to how challenger FMCG brands...

The FMCG Marketing Daily — July 07, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A formal watchdog complaint accusing major brewers of faking craft credentials puts brand authenticity and origin claims directly in the regulatory crosshairs. • Pringles' polarising hot dog bun flavour launch is a real-time case study in whether deliberate consumer bafflement is a viable FMCG innovation strategy. • As America marks a landmark anniversary in a deeply polarised climate, FMCG brands are being forced to decide in real time whether to speak, stay silent, or find a third way. Hosted by Marco and Klara.

The FMCG Marketing Daily — July 06, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A European dairy brand is crossing into beauty-from-within beverages, signalling how FMCG incumbents are blurring category lines to chase functional drink growth. • New NielsenIQ data commissioned by Ulta Beauty reveals how Gen Alpha's beauty motivations and purchase drivers differ sharply from older cohorts — intelligence that FMCG personal care brands cannot afford to ignore. • Brands are bypassing traditional broadcast sponsorship to embed creators directly at World Cup venues — a structural shift in how FMCG companies are buying cultural relevance at major sporting eve...

The FMCG Marketing Daily — July 05, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A challenger condiment brand is using the World Cup moment to drive trial and category disruption — a live case study in how smaller FMCG brands can punch above their weight during major sporting events. • A wave of infant formula recalls linked to FDA capacity cuts is creating a regulatory and reputational crisis for FMCG brands in one of the most trust-sensitive categories in consumer goods. • Beauty and personal care FMCG brands are seizing the World Cup as a mainstream cultural platform...

The FMCG Marketing Daily — July 04, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Unilever's Marmite has pulled off a live brand name change — temporarily rebranding to 'WeMite' to celebrate England's World Cup progression, making it one of the most reactive FMCG activations of the tournament. • Tom Holland's non-alcoholic beer brand Bero is building a co-branding playbook that shows how celebrity-founded challenger drinks brands can punch above their weight by choosing brand partners strategically rather than relying on founder fame alone. • Major food and beverage companies are now using TikTok Shop not just as a sales ch...