Episode Details

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.