The FMCG Marketing Daily | 'It exists only for pleasure': does | Future of Marketing: For the source | Ann Taylor stages a brand comeback

The FMCG Marketing Daily — August 23, 2026 In this episode: • The ice cream category — home to Unilever's Magnum, Ben & Jerry's, and Wall's — is facing a structural consumer shift as wellness culture and weight-loss drugs erode the guilt-free indulgence position brands have relied on for decades. • Nike's prolonged brand equity decline is becoming the marketing world's most-studied case study in what happens when a company optimises for performance marketing at the expense of brand building — a warning every FMCG CMO should be stress-testing against their own portfolio. • Ann Taylor's first major integrated campaign in nearly a decade — built around a Substack editorial community rather than traditional paid media — is a live test of whether dormant heritage brands can reactivate consumer love through owned content rather than advertising spend. Hosted by Marco & Klara. New episode every weekday. Tags: CPG, brand strategy, retail media, campaign intelligence, consumer goods, advertising, CMO

What is 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.