Episode Details

Heineken is changing how digital ad budgets get defended. PepsiCo's drinks business is under real pressure. And Revlon is proving heritage can be a comeback strategy.

In this episode:

• Heineken's in-house media team now combines attention measurement with brand awareness tracking to justify digital ad spend — a dual-metric model built to withstand CFO scrutiny.
• PepsiCo CEO Ramon Laguarta said the company will cut costs 'aggressively' in its North America drinks division after Q3 results showed diverging demand between snacks and beverages, with the company lowering its 2026 earnings outlook.
• Revlon's post-bankruptcy 'Be Unforgettable' campaign features Teyana Taylor and Megan Moroney, explicitly positioning the brand's heritage as a strength rather than a liability to rebuild consumer relevance.

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