The FMCG Marketing Daily — August 28, 2026

In this episode:

• Fansville is one of the longest-running branded entertainment campaigns in FMCG — and its longevity makes it a rare live case study in sustained brand equity building.

• Coca-Cola is betting on a social-first, creator-led model for college football — a direct signal of how the world's biggest beverage brand is shifting its live sports playbook.

• Unilever and McCormick are offloading one of Britain's most iconic condiment brands — a move that signals ongoing FMCG portfolio rationalisation is far from over.

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 27, 2026

In this episode:

• Athleta's CMO is publicly breaking from the brand's previous marketing playbook with a deliberately more provocative fall campaign — a live case study in purposeful repositioning under pressure.

• The celebrity brand boom is hitting a structural wall — and the lessons for FMCG brand managers who license fame as a shortcut to equity are uncomfortable.

• A Russian drone strike on a Mondelez factory in north-east Ukraine puts one of the world's largest snack companies directly in an active conflict zone — with immediate implications for supply continuity, brand reputation, and category management.

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 26, 2026

In this episode:

• Heineken's US CMO reveals how the brand is actively repositioning around the consumer behaviour shift from digital socialising to real-world connection — without abandoning its core positioning.

• BrewDog's controversial co-founder is back with a non-alcoholic challenger brand, signalling that the no-and-low category is now attracting serious founder-led brand investment — not just line extensions from incumbents.

• Pizza Hut is dropping the word 'pizza' from its brand name in a bold repositioning move — launching simultaneously with a quarterback-led NFL campaign that signals ambitions well beyond its founding category.

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 25, 2026

In this episode:

• Coca-Cola's Fanta is moving beyond seasonal activation into building a recurring branded universe around Halloween — a strategic shift every FMCG brand manager running calendar-moment campaigns should be watching.

• AB InBev is doubling down on Cutwater as its RTD spirits brand of the future, signalling where the brewing giant believes the next growth frontier in alcohol actually lies.

• Wendy's poaching a former McDonald's CMO is one of the most pointed CMO moves in QSR this year — and it tells you exactly where Wendy's board thinks its marketing firepower needs to go.

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 24, 2026

In this episode:

• Nuuly's decision to fight ad fatigue with a serialised microdrama is a live test of whether narrative-driven content can outperform traditional brand advertising for high-growth challenger brands.

• Sticki Rolls shows how a challenger consumer brand can convert creator-driven YouTube buzz into physical retail momentum with Gen Alpha — a playbook with direct relevance for FMCG brands targeting the same cohort.

• New data confirming that creator-brand fit outperforms raw follower count gives FMCG marketing directors a measurable argument for overhauling how they brief and select influencer partners.

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 23, 2026

In this episode:

• The ice cream category — home to Unilever's Magnum, Ben & Jerry's, and Wall's — is facing a structural consumer shift as wellness culture and weight-loss drugs erode the guilt-free indulgence position brands have relied on for decades.

• Nike's prolonged brand equity decline is becoming the marketing world's most-studied case study in what happens when a company optimises for performance marketing at the expense of brand building — a warning every FMCG CMO should be stress-testing against their own portfolio.

• Ann Taylor's first major integrated campaign in nearly a decade — built around a Substack editorial community rather than traditional paid media — is a live test of whether dormant heritage brands can reactivate consumer love through owned content rather than advertising spend.

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 22, 2026

In this episode:

• A new analysis finding that over half of 224 branded infant foods breach UK sugar guidelines is a direct regulatory and reputational threat to FMCG brands competing in the baby food category.

• Jo Malone's debut in Fortnite marks a significant moment for prestige beauty brands testing whether gaming environments can translate sensory, luxury brand equity into digital spaces.

• Georgia-Pacific's senior digital media director is publicly pushing back on AI-powered media buying agents, arguing the online advertising ecosystem is too broken for autonomous tools to work effectively — a rare, named-brand FMCG dissent in a category rushing to automate.

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 21, 2026

In this episode:

• Danone's €1bn acquisition of Huel has just cleared regulatory approval, making it one of the biggest bets by a major FMCG company on the functional nutrition and meal-replacement category.

• Spirits giant Sazerac is launching a new soju brand called Dahlo in the US, signalling that established FMCG players are now moving to capture the fast-growing Korean spirits trend before challenger brands own the category.

• Newman's Own is leaning into its decades-old 'all profits to charity' purpose model as its primary millennial engagement strategy — a live test of whether authentic brand heritage can outperform paid performance marketing.

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 20, 2026

In this episode:

• Diageo's new CEO is executing a sweeping structural overhaul — cutting nearly 2,000 roles — that will directly reshape how the world's largest spirits company allocates its marketing and brand investment.

• Chipotle is making a calculated early bet on Gen Alpha as a primary consumer target — not just a secondary audience — by building a custom creator menu item around 16-year-old YouTube and TikTok star Salish Matter.

• A UK pet food brand has recalled its entire product line after a recipe change was linked to dogs losing their sight — a product formulation crisis with major brand trust implications for the fast-growing premium pet food category.

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 19, 2026

In this episode:

• Persil's brand boss reveals exactly how a major FMCG detergent brand moves beyond exposure metrics to prove sports sponsorship actually builds brand equity.

• Diageo has been forced to reformulate spirits sold in India after the FSSAI imposed a sales ban over flavouring violations — a live regulatory crisis with direct brand implications.

• Liquid Death and Garage Beer have co-created a stunt campaign using AI data center water waste as a creative hook — a masterclass in how challenger beverage brands manufacture earned media with near-zero media spend.

Hosted by Marco & Klara. New episode every weekday.

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