Episode Details

Reese's is turning Halloween into a neighbourhood movement, Danone is fighting regulators to grow Harrogate Spring Water, and challenger brand Cakes is ditching rented TikTok audiences for media it actually owns.

In this episode:

• Reese's has launched a multichannel Halloween campaign asking US consumers to nominate the 'trick-or-treatiest street' in America, kicking off in early October to own the seasonal conversation before rivals.
• Danone has filed a formal appeal after UK regulators blocked expansion plans for its Harrogate Spring Water facility in northern England, signalling strategic commitment to growing its premium UK water brand.
• Challenger beauty brand Cakes is launching 'Cakes Media', a brand-owned media property designed to convert its viral TikTok following into a direct, algorithm-free audience as TikTok paid ad costs continue to rise.

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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