『The FMCG Marketing Daily』のカバーアート

The FMCG Marketing Daily

The FMCG Marketing Daily

著者： Marco & Klara
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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.© 2026 Marco & Klara マネジメント マネジメント・リーダーシップ マーケティング マーケティング・セールス 経済学
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  • The FMCG Marketing Daily — June 26, 2026

    The FMCG Marketing Daily — June 26, 2026
    2026/06/26
    The FMCG Marketing Daily — June 26, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola's Sprite is launching a hip-hop cultural platform that bets on community debate as a brand-building engine — a distinct strategic move for a carbonated soft drink fighting for relevance with Gen Z. • Hershey is importing PepsiCo's commercial playbook by appointing Heather Hoytink as US president, signalling that the confectionery giant is prioritising growth execution over internal promotion. • Pernod Ricard's disposal of Bodega Etchart is the latest move in a deliberate portfolio pruning strategy, raising the question of which brand tiers global spirits groups are willing to defend in a margin-pressured environment. Fun fact: Coca-Cola is technically classified as a food product in most countries, which means its recipe is subject to food safety disclosure laws — yet the formula has remained a legally protected trade secret since 1886 by never being patented, because patents expire. If it had been patented on day one, the recipe would have been public domain since 1906. Hosted by Marco and Klara.
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    7 分
  • The FMCG Marketing Daily — June 25, 2026

    The FMCG Marketing Daily — June 25, 2026
    2026/06/25
    The FMCG Marketing Daily — June 25, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Mars is launching four US confectionery products without FD&C artificial dyes, a move that signals how regulatory and consumer pressure on synthetic colours is forcing real formulation decisions at major FMCG players. • Danone has struck again with a second protein acquisition before its Huel deal has even closed, revealing a deliberate portfolio repositioning strategy that goes well beyond opportunistic deal-making. • Diageo's potential cuts to over 100 Irish roles represent a concrete operational consequence of the cost-reduction strategy its CEO announced — and Ireland's symbolic importance to Guinness makes this a brand story, not just a headcount story. Fun fact: Walmart's store layout is deliberately designed so that dairy and eggs are placed at the back of the store — but research published in the Journal of Marketing found this 'forced journey' strategy actually increases unplanned purchases by up to 150% compared to stores where essentials are near the entrance. Essentially, inconveniencing shoppers is one of retail's most profitable engineering decisions. Hosted by Marco and Klara.
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    7 分
  • The FMCG Marketing Daily — June 24, 2026

    The FMCG Marketing Daily — June 24, 2026
    2026/06/24
    The FMCG Marketing Daily — June 24, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Unilever's head of content is publicly rewriting the rulebook on how a major FMCG company thinks about consumer discovery — shifting from campaign bursts to always-on content systems. • Carlsberg-owned cider brand Somersby launches a provocative global platform that directly satirises the self-optimisation culture dominating competitor marketing — a bold tonal repositioning for the category. • Heineken has tapped the CEO of coffee giant JDE Peet's as its new chief executive, bringing an unexpected cross-category background to lead one of the world's most iconic beer portfolios. Fun fact: Coca-Cola's 'Share a Coke' campaign — which replaced its logo with 150 popular names on bottles — drove the brand's first volume increase in over a decade when it launched in Australia in 2011, boosting sales by more than 7% in a single summer. The campaign worked not because of the product, but because personalization triggered a documented psychological phenomenon: people are significantly more likely to purchase something that displays their own name. Hosted by Marco and Klara.
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    7 分
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