The FMCG Marketing Daily — July 08, 2026

The FMCG Marketing Daily — July 08, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Mars is doubling down on Twix's 'Two Is More Than One' brand platform with a high-craft comedy campaign that tests whether creative distinctiveness can drive salience in a crowded snacking market. • Diageo's closure of the Aviation Gin flagship distillery exposes the fragility of celebrity-anchored brand experience strategies when the parent company faces a sustained sales downturn. • Dollar Shave Club's move to produce 90% of its advertising in-house — with AI absorbing the remaining agency work — is a direct challenge to how challenger FMCG brands structure their marketing operations and manage creative output at scale. Hosted by Marco and Klara.

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.