Episode Details

Diageo is taking a huge risk by reformulating one of the world's biggest whisky brands — and Danone is turning a factory upgrade into brand equity. Two premiumisation and sustainability plays every FMCG marketer should study.

In this episode:

• Diageo has reformulated McDowell's No.1 — one of the highest-volume whiskies on the planet — with an 'upgraded blend' explicitly targeting India's fast-growing mass premium consumer segment.
• Louis d'Aoust joined Mondelēz International as VP Marketing France on 14 September, taking a seat on the French executive committee and signalling a structural elevation of marketing within the local leadership team.
• Danone is investing over €50 million in its Volvic bottling facility in France to improve environmental performance, positioning the site as a 'benchmark' proof-point for the brand's sustainability communications.

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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