Episode Details

The FMCG Marketing Daily — June 11, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • The Scotch whisky category is using A-list celebrity partnerships to solve a structural generational relevance problem — and the strategy reveals how legacy spirits brands are rethinking who they market to and how. • AB InBev has extended its FIFA partnership through 2030, doubling down on sports sponsorship as its primary global brand-building vehicle just as the World Cup kicks off on home soil. • Jelly Belly is executing a full brand repositioning — moving from novelty confectionery to a premium sharing experience targeting a newly defined 'social epicurean' consumer segment. Fun fact: The average supermarket product sits on shelf for just 1.4 seconds of actual shopper attention before a purchase decision is made — yet most FMCG brands spend the majority of their packaging budget optimizing elements that only become visible after a shopper has already picked the product up. That means the front-of-pack hierarchy most brand managers agonize over is largely being processed after the decision, not before it. Hosted by Marco and Klara.