Episode Details

The FMCG Marketing Daily — June 09, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Tropicana's decision to refresh creative execution while holding its strategic positioning steady is a rare and instructive case of brand discipline in a category under pressure. • Rémy Cointreau's strategic pivot to reclaim distribution and tighten brand control is a high-stakes bet on premiumisation at exactly the moment when luxury spirits demand is most volatile. • M&S Ireland's 'Farm to Foodhall' campaign scoring near the top of System 1's effectiveness scale is concrete evidence that provenance-led food storytelling still drives the strongest emotional response with consumers. Fun fact: The average supermarket stocks around 30,000 SKUs, yet research shows that removing 80% of those products would account for less than 20% of lost sales — a principle that drove Trader Joe's to deliberately cap its range at roughly 4,000 SKUs and consistently outperform larger rivals on sales per square foot. Most brand managers fight for shelf space assuming more presence means more sales, when the data suggests the opposite. Hosted by Marco and Klara.