The FMCG Marketing Daily cover art

The FMCG Marketing Daily

The FMCG Marketing Daily

By: Marco & Klara
Listen for free

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.© 2026 Marco & Klara
Episodes
  • The FMCG Marketing Daily — June 23, 2026

    The FMCG Marketing Daily — June 23, 2026
    Jun 23 2026
    The FMCG Marketing Daily — June 23, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • AB InBev's CMO Marcel Marcondes has used Cannes Lions to publicly map out a decade-long marketing transformation — and the methodology behind it is directly replicable for any FMCG portfolio brand. • New research reveals a structural tension at the top of FMCG marketing organisations: CMOs are optimising for internal power rather than the long-term brand building their companies actually need. • Ocean Spray's decision to recruit its new CEO directly from Nestlé signals that the cranberry co-operative is betting on Big FMCG discipline — brand management rigour, portfolio thinking, and global scale — to arrest its decline in a crowded functional beverage market. Fun fact: Supermarkets typically make almost no profit on groceries themselves — the real money comes from charging brands 'slotting fees' just to place products on shelves, a practice that costs the average mid-sized CPG brand between $1 million and $3 million annually before a single unit is sold. This means a new product can be commercially dead before consumers ever see it, purely based on a brand's ability to pay for the shelf space itself. Hosted by Marco and Klara.
    Show More Show Less
    7 mins
  • The FMCG Marketing Daily — June 22, 2026

    The FMCG Marketing Daily — June 22, 2026
    Jun 22 2026
    The FMCG Marketing Daily — June 22, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • A new multi-retailer data alliance is about to give FMCG brand managers unprecedented cross-retailer audience targeting — and a glimpse of what retail media looks like when it scales beyond individual grocery silos. • Co-op's new summer brand platform is a masterclass in how a retailer — not an FMCG supplier — is now doing the category-level consumer recruitment work that brands used to own. • WhistlePig's decision to offload its own warehousing signals a broader strategic shift among premium spirits challengers — from asset-heavy craft authenticity to leaner, brand-first business models. Fun fact: Walmart's private label brand Great Value generates an estimated $27 billion in annual sales, making it larger than most standalone CPG companies — yet Walmart spends virtually nothing on traditional advertising for it, relying entirely on shelf placement and price advantage. This means the world's biggest 'brand' by retail volume has almost zero brand equity in the conventional marketing sense. Hosted by Marco and Klara.
    Show More Show Less
    7 mins
  • The FMCG Marketing Daily — June 21, 2026

    The FMCG Marketing Daily — June 21, 2026
    Jun 21 2026
    The FMCG Marketing Daily — June 21, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • AB InBev's Brahma is using the World Cup to make a bold local brand play in Brazil — a masterclass in how global FMCG brands weaponise cultural specificity during mega-events. • Diageo's exit from East African Breweries is now one legal hurdle closer to completion — a move that will fundamentally reshape its brand footprint across one of the world's fastest-growing beer markets. • Revlon is staking its entire comeback narrative on fragrance — a high-risk, high-emotion category bet that offers brand managers a live case study in post-bankruptcy brand resurrection. Fun fact: The average supermarket scanner fails to read a barcode correctly roughly 1 in every 1,000 scans — and because of this, Walmart mandated in the 1980s that all suppliers pre-attach UPC barcodes to products before shipment, a logistics requirement so costly it effectively drove dozens of small consumer goods brands out of national retail entirely. That single policy reshaped the FMCG supplier landscape more than almost any marketing decision of that era. Hosted by Marco and Klara.
    Show More Show Less
    7 mins
adbl_web_anon_alc_button_suppression_t1
No reviews yet