Episode Details

Ferrero is spending $50M and a Super Bowl slot to make Nutella a US mainstream staple. Constellation is doubling down on Hiyo. And healthcare brands are raiding FMCG's own playbook — which should make every CPG marketer uncomfortable.

In this episode:

• Ferrero has committed $50M to US marketing for 2027 — its largest spend in the market ever — with Nutella set to appear in the Super Bowl for the first time as part of a major North American repositioning push.
• Constellation Brands led Hiyo's $20.8M Series B funding round, its second investment in the functional non-alcoholic 'social tonic' brand, signalling a structural portfolio shift rather than a speculative hedge on the no/low category.
• Consumer healthcare companies including Opella are deliberately adopting FMCG-style media strategies — mass reach, emotional brand-building, consistent touchpoints — raising questions about whether FMCG marketers are still executing their own model as rigorously as they should be.

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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Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily