Episode Details

PepsiCo is treating snacks and drinks as two completely different problems. Revlon is betting heritage beats reinvention. And one AI experiment just rewrote the production rulebook — at a cost.

In this episode:

• PepsiCo CEO Ramon Laguarta signalled the company will cut costs 'aggressively' in North America beverages after margin pressure, while holding firm on snacks pricing — revealing a bifurcated brand portfolio strategy that has triggered a broader cost-cutting programme and a lowered full-year 2026 earnings outlook.
• Revlon's 'Be Unforgettable' campaign, fronted by Teyana Taylor and Megan Moroney, explicitly frames the brand's 90-plus-year heritage as a strategic asset rather than a liability, targeting Gen Z and millennial audiences without chasing trends.
• Agency OK Future used AI-native workflows to compress a Goodwipes spoof campaign from a standard six-week production timeline to just four days, delivering significant cost savings but also generating serious team burnout — one of the first documented cases of a challenger FMCG brand using AI as its primary creative engine.

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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