The FMCG Marketing Daily

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.

The FMCG Marketing Daily is a business podcast hosted by Marco & Klara, with 154 episodes on record and a Required Pod Score of 81.

Marco & Klara hosts The FMCG Marketing Daily, a business show with 154 episodes published.

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  The FMCG Marketing Daily

  Diageo Targets Wine, Huel Ad Banned, BrewDog Gets £50m

  Sep 29, 20267 min

  Diageo is redrawing category lines at wine's expense, Huel just lost an ad to the regulator, and BrewDog's new owner is betting £50m on earning trust back the hard way. Three live lessons for FMCG brand managers. In this episode: Diageo is lending full commercial weight to mid-strength spirits, validating the moderation trend overnight and creating a direct substitution threat to wine at the retail shelf. The UK's ASA banned a Huel ad for implying that replacing all conventional food with its products was nutritionally appropriate, setting a precedent that affects every brand making functional or complete-nutrition claims. Tilray, which acquired BrewDog in March, is committing £50 million to beer quality, its pub estate and working conditions, explicitly asking consumers for a second chance rather than leading with a rebrand campaign. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily

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  The FMCG Marketing Daily

  Twisted Tea Goes Camo, Hunter Turns 170 with Kate Moss

  Sep 28, 20267 min

  Twisted Tea bets on tribe-first marketing to fight slowing sales, Hunter reactivates Kate Moss to defend premium positioning, and Mondelez quietly hands off a flagship sustainability programme. Three brand decisions with direct lessons for FMCG marketers. In this episode: Twisted Tea has launched a camouflage-themed collaboration campaign leaning into outdoor and hunting culture as a tribe-first strategy to defend brand loyalty amid slowing sales momentum. Mondelez is transferring control of its Harmony sustainable wheat programme to non-profit ProTerra Foundation, raising questions about brand ownership of purpose credentials under tightening EU green claims rules. Hunter has launched a 170th anniversary campaign starring Kate Moss — a two-decade brand relationship deliberately reactivated to reassert heritage and premium positioning over chasing newer influencers. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily

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  The FMCG Marketing Daily

  AB InBev Settles Trademark Row, Creators Demand Equity

  Sep 27, 20267 min

  AB InBev is drawing brand boundaries in spirits, creators are demanding equity stakes from FMCG partners, and France's back-to-school slump is flashing warning signs for Danone, Nestlé and L'Oréal. In this episode: AB InBev settled its trademark dispute with US vodka brand Stateside without a public ruling, signalling how the world's largest brewer is actively protecting its brand identity as it expands into spirits. Creators are increasingly demanding equity stakes or angel-style deals instead of flat sponsorship fees, forcing FMCG brands like Unilever and Henkel to rethink the structure and value of influencer partnerships. French FMCG household spending rose just 0.8% during the back-to-school period, one of the strongest seasonal windows of the year, raising concerns for brands including Danone, Nestlé and L'Oréal that rely on French domestic volumes. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily

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  The FMCG Marketing Daily

  M&M's Goes Genre-Bending, McDonald's Builds Media Network

  Sep 26, 20267 min

  Mars is doubling down on character equity while McDonald's turns loyalty data into a paid media business. Three moves that signal where FMCG brand and media strategy is heading. In this episode: Mars and BBDO Chicago launched 'Screentime', a campaign placing the iconic M&M's mascots inside genre parodies — crime thrillers, telenovelas and Survivor — as a deliberate long-term brand warmth play over short-term performance media. Crosta Mollica has merged with Nestlé's divested European pizza business, backed by private equity firm PAI Partners, creating a well-funded premium pizza challenger poised to aggressively compete for shelf space across European retailers. McDonald's is overhauling its entire marketing model and entering the retail media network space, positioning its app, loyalty programme and customer ordering data as a paid advertising channel for FMCG brand partners. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily

  ListenShow Notes
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  The FMCG Marketing Daily

  AB InBev Settles Trademark Fight, Creators Demand Equity

  Sep 25, 20266 min

  AB InBev's legal settlement with Stateside reveals how aggressively category giants defend brand territory in spirits. Plus: what Royal Unibrew's production move risks for Nørrebro Bryghus, and why creators now want ownership stakes instead of fees. In this episode: AB InBev settled a trademark dispute out of court with US vodka brand Stateside, signalling how fiercely the world's largest brewer protects brand territory as it expands into spirits. Royal Unibrew is relocating production of craft-heritage brand Nørrebro Bryghus from its original Copenhagen home to the Albani brewery, trading provenance for operational efficiency. Creators are increasingly negotiating equity stakes in FMCG brands rather than flat fees, forcing brand managers to rethink influencer deal structures, governance, and long-term alignment risk. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily

  ListenShow Notes

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