Episode Details

Smirnoff is embedding in dating culture to win Gen Z, Sprite is squeezing global value from its NBA rights, and PepsiCo's CEO just told investors exactly what he expects from agency partners. Three moves every FMCG marketer should study.

In this episode:

• Smirnoff has partnered with dating app Hinge to co-create content that meets Gen Z inside dating culture rather than interrupting them with traditional ads, as Diageo grapples with declining spirits volumes among younger consumers.
• Sprite is restructuring its long-running NBA sponsorship with an explicit global growth mandate, shifting from US-centric activation to extract international brand equity from a premium sports property Coca-Cola has already paid for.
• PepsiCo CEO Ramon Laguarta addressed investors directly to frame the company's full media consolidation with Publicis not as a cost-cutting move but as a strategic 'capability' central to PepsiCo's marketing transformation agenda.

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.

Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us.

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