Episode Details

CMO instability is reshaping FMCG strategy from the top down. Plus, Reese's shows how to own a seasonal moment — and what midsize brewers are doing as the beer category contracts.

In this episode:

• A new study describes the CMO role as a 'pressure cooker,' with tenures shrinking as leaders are expected to run performance marketing, build brand equity, master data analytics, and integrate AI simultaneously — creating constant strategy resets for FMCG brands.
• Reese's, the Hershey confectionery brand, launched a multichannel Halloween campaign at the start of October built around finding America's 'trick-or-treatiest street,' using participatory mechanics to generate earned media during the peak confectionery purchase window.
• With Americans drinking less, midsize US brewers caught between craft producers and giants like AB InBev are abandoning volume-driven marketing and shifting to identity- and occasion-based brand positioning to justify consumer choice in a shrinking category.

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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