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 structure their marketing operations and manage creative output at scale.

Hosted by Marco and Klara.

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 events.

Hosted by Marco and Klara.

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, signalling a fundamental shift in how non-sports categories are finding relevance in live sporting moments.

Hosted by Marco and Klara.

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 channel but as a real-time product innovation lab — fundamentally changing how new FMCG products are conceived, tested, and launched.

Hosted by Marco and Klara.

The FMCG Marketing Daily — July 03, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:

• Unilever's Dove Men+Care is using a live product reformulation as the campaign itself — turning a technical R&D decision into a consumer-facing brand moment on Strava and social media.

• Nestlé has publicly signalled it will pass falling coffee bean costs through to retail prices — a brand positioning move as much as a pricing one, at a moment when consumer trust in FMCG pricing is at a low.

• India's food safety regulator FSSAI has issued notices to six energy drink brands over misleading advertising and labelling claims — a regulatory crackdown with direct implications for how beverage brands communicate functional benefits globally.

Hosted by Marco and Klara.

The FMCG Marketing Daily — July 02, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:

• The Mazola owner is publicly attributing a shrinking US cooking oil market to ICE immigration enforcement — a stark example of how political and social policy is now a direct driver of FMCG category volume.

• Edrington's falling revenue confirms that the premium spirits trade-up trend that drove a decade of category growth has stalled, putting brand managers across the drinks sector on notice.

• A potential 20% spirits tax hike in Germany — one of Europe's largest drinks markets — is a direct regulatory threat to the pricing and portfolio strategies of every major FMCG drinks company operating in the region.

Hosted by Marco and Klara.

The FMCG Marketing Daily — July 01, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:

• Tango is betting that reviving 'You Know When You've Been Tango'd' after a 24-year absence can reconnect a legacy soft drink brand with both nostalgic adults and new younger consumers.

• A French court ruling that Volvic's environmental packaging claims are misleading puts Danone at the centre of a landmark greenwashing case with direct implications for how FMCG brands make sustainability claims on-pack.

• As national identity becomes a persistent consumer lens rather than a seasonal moment, FMCG brands are being forced to decide whether patriotism is a long-term brand platform or a values minefield they cannot afford to enter.

Hosted by Marco and Klara.

The FMCG Marketing Daily — June 30, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:

• Dr. Beckmann is turning a textile waste insight — white clothing is the most landfill-bound colour — into a purpose-led campaign that positions a laundry challenger brand squarely in the sustainability conversation.

• The Honest Company is betting that radical honesty about the messy realities of women's bathroom routines can carve out a distinct brand voice in the crowded personal care challenger space.

• NielsenIQ's new analysis reframes product renovation not as a defensive cost exercise but as an underutilised growth lever for FMCG brands navigating a market where true innovation is increasingly expensive and risky.

Hosted by Marco and Klara.

The FMCG Marketing Daily — June 29, 2026

The essential daily briefing for brand managers and marketers in consumer goods.

In today's episode:

• SheaMoisture's Silk Press in a Bottle campaign shows how deep consumer listening before launch — not after — is what drives millions of organic views for challenger beauty brands.

• Hard campaign performance data on the Nike vs Adidas World Cup battle offers FMCG brand managers a live case study in how sponsorship spend translates — or fails to translate — into measurable brand equity during a mega-event.

• IKEA Canada's World Cup campaign — turning flat-pack furniture into national flags — is a sharp example of how non-endemic brands can credibly enter a sporting moment by anchoring the idea in their own product truth rather than chasing the game.

Hosted by Marco and Klara.