The FMCG Marketing Daily

The FMCG Marketing Daily — May 22, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Nestlé is fighting a live brand credibility battle over its infant formula recall, and how it handles this public rebuttal will define its trust equity with the most risk-averse consumer segment there is. • Carlsberg is betting that Malaysian consumers' app...

The FMCG Marketing Daily — May 21, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Heineken is launching a lower-calorie, gluten-free beer in Brazil, signalling a deliberate portfolio play into moderation-driven consumption ahead of the World Cup. • Centenario Tequila is activating the World Cup through a Mexican cultural pride platform r...

The FMCG Marketing Daily — May 20, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Oscar Mayer is scaling up one of FMCG's most recognisable brand assets into a full media property — a case study in turning a brand icon into an earned-attention engine. • The sale of Old Speckled Hen to Estrella owner Damm signals how heritage British ale...

The FMCG Marketing Daily — May 19, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Danone is cutting loose a kefir pioneer it once bet on, signalling a sharper focus on its core portfolio strategy under pressure from activist investors. • AB InBev is planting a public flag on sustainability targets for 2030 — a move that locks the world's...

The FMCG Marketing Daily — May 18, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's CeraVe is using Carmelo Anthony and NBA fandom to break into a new sub-category — dandruff — signalling how the brand is systematically expanding its dermatology credential beyond its skincare core. • Premier Foods' debt hitting an all-time low is...

The FMCG Marketing Daily — May 17, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • ThaiBev's mixed H1 results — with beer recovering but soft drinks dragging — reveal how emerging-market FMCG giants must manage multi-category portfolios under simultaneous volume pressure. • A surge in toxic counterfeit pet flea treatments is creating a br...

The FMCG Marketing Daily — May 16, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's Garnier is using reality TV influencer casting to reintroduce a legacy haircare format to Gen Z — a playbook worth watching for any FMCG brand trying to modernise heritage SKUs. • The reported private equity interest in Magnum's newly spun-off par...

The FMCG Marketing Daily — May 15, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Philip Morris International's new global campaign is being accused of targeting young consumers — a direct challenge to the brand's stated mission of ending cigarette sales, with major regulatory and reputational implications for FMCG brand purpose claims....

The FMCG Marketing Daily — May 14, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: The barcode was first scanned on a commercial product in 1974 on a pack of Wrigley's Juicy Fruit gum at a Marsh supermarket in Troy, Ohio — yet it took nearly a decade before most major U.S. retailers fully adopted th...

The FMCG Marketing Daily — May 13, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Trader Joe's deliberately keeps its stores at exactly 68°F because consumer research showed that shoppers spend 22% more time browsing—and buy more impulse items—when slightly cooler than comfortable, triggering subco...

The FMCG Marketing Daily — May 12, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they've kept the same price since 2009—and even built a $450 million Nebraska poultry complex in 2019 just to maintain that price p...

The FMCG Marketing Daily — May 11, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come just for chicken spend an averag...

The FMCG Marketing Daily — May 10, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Coca-Cola's secret formula, known as 'Merchandise 7X,' is kept in a vault at the World of Coca-Cola museum in Atlanta, but here's the kicker: the company has never actually patented it. Patents require public disclosu...

The FMCG Marketing Daily — May 09, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay deliberately designs their chip bags to be exactly 43% air by volume—not to rip you off, but because nitrogen gas prevents oxidation and crushing during transport. The company's internal term for this precis...

The FMCG Marketing Daily — May 08, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Carmex intentionally includes ingredients like camphor and menthol that slightly irritate lips, creating a dependency cycle where users feel they need to reapply constantly. This strategy helped build a cult following...

The FMCG Marketing Daily — May 07, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Lindt's trademark gold foil wrapping isn't just branding—it's a registered intellectual property weapon. In 2018, a Swiss court ruled that any chocolate bunny wrapped in gold foil with a red ribbon infringes on Lindt'...

The FMCG Marketing Daily — May 06, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Listerine was originally marketed as a surgical antiseptic and floor cleaner in the 1880s before the company invented the term 'halitosis' in a 1920s ad campaign to sell it as mouthwash—creating a medical condition co...

The FMCG Marketing Daily — May 05, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Trader Joe's deliberately keeps its store footprint below 15,000 square feet—roughly one-fifth the size of a typical supermarket—because smaller stores force them to carry only their top 4,000 SKUs instead of the indu...

The FMCG Marketing Daily — May 04, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Coca-Cola's freestyle machines collect data on over 14 million drink combinations annually, which led the company to launch Cherry Sprite as a permanent product after discovering customers were mixing it themselves mo...

The FMCG Marketing Daily — May 03, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco's $4.99 rotisserie chicken loses the company roughly $40 million annually, but they refuse to raise the price because it drives foot traffic so effectively that members who come in just for chicken spend an ave...

The FMCG Marketing Daily — May 02, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Costco deliberately loses money on its $4.99 rotisserie chicken, selling it below cost to drive store traffic—a strategy so aggressive they built their own $450 million poultry processing plant in Nebraska to control...

The FMCG Marketing Daily — May 01, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Colgate holds a trademark on beef lasagna in the United States. In 1982, they launched Colgate Kitchen Entrees—a line of frozen dinners—which failed so spectacularly that consumers reported feeling nauseated by the th...

The FMCG Marketing Daily — April 30, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Frito-Lay's delivery trucks carry their own portable shelving systems that drivers assemble in-store, making them the only major FMCG brand that literally builds their own retail real estate. This 'store-within-a-st...

The FMCG Marketing Daily — April 29, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Coca-Cola's distinctive contour bottle was designed in 1915 to be recognizable even when broken on the ground or felt in the dark—and it's so iconic that a study found 97% of people worldwide can identify it from sh...

The FMCG Marketing Daily — April 28, 2026 Your 8-minute briefing on the platforms, players, and profits driving fast-moving consumer goods. Hosted by Marco and Klara. Today's fun fact: Nestlé's KitKat bar has over 300 unique flavors in Japan alone—including wasabi, sake, and purple sweet potato—because Japanese consumers view the bar as a good luck charm due to its name sounding like 'kitto katsu,...