Episode Details

Twisted Tea bets on tribe-first marketing to fight slowing sales, Hunter reactivates Kate Moss to defend premium positioning, and Mondelez quietly hands off a flagship sustainability programme. Three brand decisions with direct lessons for FMCG marketers.

In this episode:

• Twisted Tea has launched a camouflage-themed collaboration campaign leaning into outdoor and hunting culture as a tribe-first strategy to defend brand loyalty amid slowing sales momentum.
• Mondelez is transferring control of its Harmony sustainable wheat programme to non-profit ProTerra Foundation, raising questions about brand ownership of purpose credentials under tightening EU green claims rules.
• Hunter has launched a 170th anniversary campaign starring Kate Moss — a two-decade brand relationship deliberately reactivated to reassert heritage and premium positioning over chasing newer influencers.

The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day.

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