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, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

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 behavioural data should be watching closely.

Hosted by Marco & Klara. New episode every weekday.

Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

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 strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

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. New episode every weekday.

Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

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 intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — September 02, 2026

In this episode:

• Hershey's is using K-pop crossover act Katseye to reframe chocolate indulgence for Gen Z — a direct signal of how legacy confectionery brands are fighting back against better-for-you challengers.

• PepsiCo's confirmation of damage to a Ukrainian production facility raises the brand-strategy question of how a global FMCG company manages market presence, supply continuity, and reputational positioning in an active conflict zone — a distinct operational-brand challenge from the Mondelez story already covered.

• Domino's is mounting a direct brand challenge to burger QSR icons — a bold category-crossing competitive positioning move that any FMCG brand manager in food and beverage should study closely.

Hosted by Marco & Klara. New episode every weekday.

Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — September 01, 2026

In this episode:

• Dr. Squatch is making a deliberate bet that live experiences with a mega-creator will out-perform paid media — a direct challenge to how FMCG challenger brands typically allocate their growth budgets.

• Cheez-It is launching a new creative platform built entirely around college football fan culture — a direct bid by Kellanova to own a seasonal occasion the way Doritos owns the Super Bowl.

• Fernando Machado's first campaign as Chipotle's Chief Brand Officer deploys 100 creators across 50 real kitchens — a scaled authenticity model that any FMCG brand manager using influencer content should study closely.

Hosted by Marco & Klara. New episode every weekday.

Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — August 31, 2026

In this episode:

• Pernod Ricard's downgraded medium-term US outlook signals a structural shift in premium spirits demand that should force brand managers across the category to rethink portfolio prioritisation and marketing investment levels.

• Beekeeper Coffee's NBA-star investment round is a live test of whether athlete-backed RTD challenger brands can carve durable equity in a category already crowded with celebrity plays — directly relevant after recent evidence that celebrity-founded FMCG brands are struggling to survive.

• Meta stripping brand control over ad placement exclusions hands FMCG marketers a concrete brand-safety and budget-efficiency problem they need to respond to now, not after the next campaign review.

Hosted by Marco & Klara. New episode every weekday.

Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — August 30, 2026

In this episode:

• UK healthy eating regulations are forcing major snack brands including Mondelez and PepsiCo to quietly reformulate iconic products — and the brand risk of consumers noticing is enormous.

• Pernod Ricard's full acquisition of Italian aperitivo brand Italicus reveals a deliberate portfolio bet on the premiumisation of the aperitivo occasion — a direct challenge to Campari's category dominance.

• Bel Group's Kiri is using its 60th anniversary to launch its first-ever international pastry competition across Asia, turning a heritage milestone into a live brand platform rather than a retrospective campaign.

Hosted by Marco & Klara. New episode every weekday.

Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

The FMCG Marketing Daily — August 29, 2026

In this episode:

• Beefeater's decision to resurrect a 1990s Jamiroquai music video for its zero-proof gin launch is a live case study in how heritage spirits brands are repositioning for the no-and-low alcohol moment without abandoning their identity.

• The founder behind one of the fastest-growing CPG protein bar brands is now taking aim at the confectionery aisle with a low-sugar candy challenger — and his Walmart launch this week is the first real test of whether his formula works outside the snack bar category.

• Old Navy's public pivot away from its summer marketing approach — after it visibly failed to drive store traffic — is a rare and instructive moment of a major consumer brand diagnosing its own marketing model failure in near real time.

Hosted by Marco & Klara. New episode every weekday.

Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO