Episode Details

The FMCG Marketing Daily — June 24, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Unilever's head of content is publicly rewriting the rulebook on how a major FMCG company thinks about consumer discovery — shifting from campaign bursts to always-on content systems. • Carlsberg-owned cider brand Somersby launches a provocative global platform that directly satirises the self-optimisation culture dominating competitor marketing — a bold tonal repositioning for the category. • Heineken has tapped the CEO of coffee giant JDE Peet's as its new chief executive, bringing an unexpected cross-category background to lead one of the world's most iconic beer portfolios. Fun fact: Coca-Cola's 'Share a Coke' campaign — which replaced its logo with 150 popular names on bottles — drove the brand's first volume increase in over a decade when it launched in Australia in 2011, boosting sales by more than 7% in a single summer. The campaign worked not because of the product, but because personalization triggered a documented psychological phenomenon: people are significantly more likely to purchase something that displays their own name. Hosted by Marco and Klara.