The FMCG Marketing Daily

Marco & Klara
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The essential morning briefing for brand leaders in fast-moving consumer goods. Hosted by Marco and Klara — two senior strategists with decades of experience inside global CPG companies and consultancies. Every episode covers retail media and distribution shifts, brand and competitor moves from Unilever, Coke, Nestlé, and challenger brands, and the macro and regulatory forces reshaping the category. Authoritative. Analytical. No noise. Built for brand managers, trade marketers, CMOs, and agency directors who need to stay ahead.

  1. vor 14 Std.

    The FMCG Marketing Daily | How Unilever detergent brand Persil measures | Diageo complies with India regulator following | Liquid Death and Garage Beer take

    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

  2. vor 1 Tag

    The FMCG Marketing Daily | Viral vodka brand Au set to | Why StarKist chose to consolidate its | Russian firm 'asks Kremlin to place

    The FMCG Marketing Daily — August 18, 2026 In this episode: • Au Vodka's £500m exit to Sazerac is the clearest signal yet that social-media-native spirits brands built on aesthetic identity and influencer culture can command serious acquisition premiums. • StarKist's decision to consolidate its entire marketing operation at Tombras — and reposition itself as a ready-to-eat protein brand — is a textbook agency consolidation play with real strategic stakes for a legacy FMCG brand fighting for relevance. • A Russian logistics firm petitioning the Kremlin to seize control of five Nestlé subsidiaries marks a serious escalation of geopolitical brand risk that every multinational FMCG marketer needs to be tracking. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

  3. vor 2 Tagen

    The FMCG Marketing Daily | Vafo notches up another acquisition with | Reed's mulling 'financing alternatives' to bolster | Carrefour France Launches 'Food Me Up'

    The FMCG Marketing Daily — August 17, 2026 In this episode: • Czech pet-food challenger Vafo is using aggressive M&A to roll up premium DTC pet brands across Europe, raising urgent questions about what happens to challenger brand identity post-acquisition. • Reed's, one of the US's best-known craft ginger beer brands, is openly exploring alternative financing as it struggles to fund growth — a warning signal about the structural pressures facing mid-tier FMCG challenger brands caught between startup agility and scale. • Carrefour is using an open innovation competition to shape its own-brand portfolio in healthy and ready-to-eat — and for challenger FMCG brands, this is both an opportunity and a strategic threat. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

  4. vor 3 Tagen

    The FMCG Marketing Daily | 13 Marketer Moves to Know About | French distiller Les Bienheureux nears Campari | How Cava outperforms in fast casual

    The FMCG Marketing Daily — August 16, 2026 In this episode: • A wave of CMO hires and marketing leadership changes across consumer brands in August signals where FMCG and challenger brand categories are placing their strategic bets. • Campari's near-disposal of its Martinique rum business raises a sharp question about portfolio pruning strategy — and what happens to challenger distillers who inherit legacy spirits brands. • Cava's ability to drive brand heat with a deliberately lean marketing budget is a direct challenge to the assumption that share of voice requires share of spend. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

  5. vor 4 Tagen

    The FMCG Marketing Daily | Why Beverage Founders and Investors Say | Ferrero, nuova acquisizione negli Usa, la | Crocs hatches new mascot Niles to

    The FMCG Marketing Daily — August 15, 2026 In this episode: • Unwell Hydration's collapse is a clear-eyed case study in why audience size is not a brand strategy — and what celebrity-backed CPG actually needs to survive at shelf. • Ferrero's acquisition of US wellness granola brand Purely Elizabeth reveals how traditional confectionery giants are using M&A to reposition their portfolios toward health-adjacent consumer occasions. • Crocs is launching a brand mascot as a long-term storytelling asset — a deliberate bet that character-led branding can deepen emotional equity beyond product and celebrity collaboration. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

  6. vor 5 Tagen

    The FMCG Marketing Daily | Panera Bread hires CMO from Cava | Nivea: Die Kehrtwende der Kultmarke – | James Watt eyeing brewery deals for

    The FMCG Marketing Daily — August 14, 2026 In this episode: • Panera is poaching marketing leadership from one of fast casual's hottest outperformers as it tries to arrest a prolonged brand decline — a classic turnaround CMO hire worth unpacking. • Beiersdorf is reversing Nivea's premium repositioning strategy and pivoting the iconic mass-market brand back to its roots — a rare and telling admission that premiumisation does not work for every heritage brand. • BrewDog co-founder James Watt is actively scouting brewery acquisitions for his new challenger beer brand Second Best — and his build-via-acquisition approach is a direct challenge to the conventional challenger brand playbook. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

  7. vor 6 Tagen

    The FMCG Marketing Daily | Dove's marketing mixes sports and style | UK exporters warned over EU pallet | Bazooka puts reality TV rivalry center

    The FMCG Marketing Daily — August 13, 2026 In this episode: • Dove's return to US Open sponsorship shows how a major Unilever brand is blending sports equity with its body-confidence purpose platform to reach a premium consumer audience. • The EU's Packaging and Packaging Waste Regulation coming into force is a direct compliance and brand-claims challenge for every FMCG manufacturer exporting into Europe. • Bazooka's social-first campaign built around reality TV culture is a live test of whether a heritage confectionery challenger brand can win relevance with younger consumers without traditional media spend. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

  8. 12. Aug.

    The FMCG Marketing Daily | CeraVe tackles tanmaxxing in social series | Mars Bar from 1991 found – | Tesco's latest campaign urges shoppers to

    The FMCG Marketing Daily — August 12, 2026 In this episode: • L'Oréal's CeraVe is using a real Gen Z social trend — tanmaxxing — as a creative hook to shift SPF behaviour, making this a live case study in culture-led brand marketing. • A viral discovery of a 1991 Mars Bar — 56% larger than the current version — has thrown shrinkflation back into the public spotlight at exactly the wrong moment for Mars as a brand. • Tesco is actively pushing Clubcard reward redemption through a new BBH-created campaign — a move that directly shapes the battlefield for FMCG brands competing on price and loyalty at the shelf. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

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The essential morning briefing for brand leaders in fast-moving consumer goods. Hosted by Marco and Klara — two senior strategists with decades of experience inside global CPG companies and consultancies. Every episode covers retail media and distribution shifts, brand and competitor moves from Unilever, Coke, Nestlé, and challenger brands, and the macro and regulatory forces reshaping the category. Authoritative. Analytical. No noise. Built for brand managers, trade marketers, CMOs, and agency directors who need to stay ahead.

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  • Erstellt von
    Marco & Klara
  • Jahre aktiv
    2026
  • Folgen
    122
  • Bewertung
    Unbedenklich
  • Copyright
    © 2026 Marco & Klara