The FMCG Marketing Daily — May 25, 2026

The FMCG Marketing Daily — May 25, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal's Garnier is overhauling its mass-market playbook with a culture-first strategy targeting Gen Zennials — a live case study in repositioning a legacy drugstore brand without abandoning its accessibility. • Alcohol health charities are publicly calling out Buzzballz's 99p RTD shot as child-appealing packaging, putting the entire budget RTD segment on regulatory notice just as the category is booming. • Guinness features in Adweek's weekly standout creative round-up alongside Dr Pepper — offering a real-time read on which FMCG brands are breaking through the clutter with creative work this week. Fun fact: The average supermarket loyalty card program actually reduces a retailer's profit margins — Kroger's data science division found that deeply personalized discount offers trained shoppers to never buy certain categories at full price, effectively permanently lowering the price ceiling on those items. Some categories saw baseline price sensitivity increase by over 30% within two years of targeted coupon exposure. 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.