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  • The FMCG Marketing Daily — June 27, 2026

    The FMCG Marketing Daily — June 27, 2026
    2026/06/27
    The FMCG Marketing Daily — June 27, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A senior leadership departure at Coca-Cola's most important operating unit raises immediate questions about strategic continuity across the North American portfolio. • Mars is launching Trü-Frü — frozen fruit coated in chocolate — into the Spanish market, marking a significant category extension move for one of FMCG's biggest confectionery players. • The founders of Nütrl — the RTD brand acquired by AB InBev — are now backing a challenger tequila label, signalling where smart spirits entrepreneurs think the next category disruption is coming from. Fun fact: The color red on food and beverage packaging has been shown in multiple retail studies to increase perceived sweetness by up to 10-12% — meaning consumers literally taste products differently based on pack color alone, with no formula change. Coca-Cola's dominance of red in the cola category isn't just brand equity; it's actively shaping how millions of people experience the product's flavor before a single sip. Hosted by Marco and Klara.
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    7 分
  • 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
  • The FMCG Marketing Daily — June 23, 2026

    The FMCG Marketing Daily — June 23, 2026
    2026/06/23
    The FMCG Marketing Daily — June 23, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • AB InBev's CMO Marcel Marcondes has used Cannes Lions to publicly map out a decade-long marketing transformation — and the methodology behind it is directly replicable for any FMCG portfolio brand. • New research reveals a structural tension at the top of FMCG marketing organisations: CMOs are optimising for internal power rather than the long-term brand building their companies actually need. • Ocean Spray's decision to recruit its new CEO directly from Nestlé signals that the cranberry co-operative is betting on Big FMCG discipline — brand management rigour, portfolio thinking, and global scale — to arrest its decline in a crowded functional beverage market. Fun fact: Supermarkets typically make almost no profit on groceries themselves — the real money comes from charging brands 'slotting fees' just to place products on shelves, a practice that costs the average mid-sized CPG brand between $1 million and $3 million annually before a single unit is sold. This means a new product can be commercially dead before consumers ever see it, purely based on a brand's ability to pay for the shelf space itself. Hosted by Marco and Klara.
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    7 分
  • The FMCG Marketing Daily — June 22, 2026

    The FMCG Marketing Daily — June 22, 2026
    2026/06/22
    The FMCG Marketing Daily — June 22, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A new multi-retailer data alliance is about to give FMCG brand managers unprecedented cross-retailer audience targeting — and a glimpse of what retail media looks like when it scales beyond individual grocery silos. • Co-op's new summer brand platform is a masterclass in how a retailer — not an FMCG supplier — is now doing the category-level consumer recruitment work that brands used to own. • WhistlePig's decision to offload its own warehousing signals a broader strategic shift among premium spirits challengers — from asset-heavy craft authenticity to leaner, brand-first business models. Fun fact: Walmart's private label brand Great Value generates an estimated $27 billion in annual sales, making it larger than most standalone CPG companies — yet Walmart spends virtually nothing on traditional advertising for it, relying entirely on shelf placement and price advantage. This means the world's biggest 'brand' by retail volume has almost zero brand equity in the conventional marketing sense. Hosted by Marco and Klara.
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    7 分
  • The FMCG Marketing Daily — June 21, 2026

    The FMCG Marketing Daily — June 21, 2026
    2026/06/21
    The FMCG Marketing Daily — June 21, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • AB InBev's Brahma is using the World Cup to make a bold local brand play in Brazil — a masterclass in how global FMCG brands weaponise cultural specificity during mega-events. • Diageo's exit from East African Breweries is now one legal hurdle closer to completion — a move that will fundamentally reshape its brand footprint across one of the world's fastest-growing beer markets. • Revlon is staking its entire comeback narrative on fragrance — a high-risk, high-emotion category bet that offers brand managers a live case study in post-bankruptcy brand resurrection. Fun fact: The average supermarket scanner fails to read a barcode correctly roughly 1 in every 1,000 scans — and because of this, Walmart mandated in the 1980s that all suppliers pre-attach UPC barcodes to products before shipment, a logistics requirement so costly it effectively drove dozens of small consumer goods brands out of national retail entirely. That single policy reshaped the FMCG supplier landscape more than almost any marketing decision of that era. Hosted by Marco and Klara.
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    7 分
  • The FMCG Marketing Daily — June 20, 2026

    The FMCG Marketing Daily — June 20, 2026
    2026/06/20
    The FMCG Marketing Daily — June 20, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's CMO is betting on a direct OpenAI partnership to win the zero-click search era — and every FMCG brand manager should be watching how a category leader rewires its entire content operation around generative AI. • Kraft Heinz is reorganising into three global regions under CEO Steve Cahillane — a structural bet that faster local decision-making can unlock growth that centralised management has failed to deliver. • AB InBev has named Mondelez's outgoing CEO Dirk Van de Put as its new board chairman — a significant governance move at the world's largest brewer that reshapes the leadership picture at a pivotal moment for the global beer category. Fun fact: Heinz once ran a ketchup bottle upside-down — with the cap at the bottom — exclusively in Australia before any other market, and sales jumped 17% because shoppers found it easier to dispense. The insight came not from R&D but from watching consumers store their bottles cap-down in their own fridges, something Heinz had never officially recommended. Hosted by Marco and Klara.
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    7 分