Episode Details

PepsiCo's revised Poppi earn-out exposes the hidden risks of challenger brand acquisitions. Plus, Gymshark bets on celebrity reach over creator community — and Diageo faces supply chain pressure in Scotland.

In this episode:

• PepsiCo has revised its earn-out estimate for Poppi's founders downward, signalling the prebiotic soda brand has underperformed post-acquisition thresholds — raising hard questions about how corporate integration kills challenger brand momentum.
• Gymshark has signed Megan Thee Stallion as its first-ever celebrity ambassador on a multi-year deal spanning campaigns, online activations and in-store presence — a deliberate break from the fitness creator strategy that built the brand.
• Strike action at a Diageo production facility in Scotland has been suspended pending union talks, creating reputational and supply risk for Scotch whisky brands like Johnnie Walker at a time when premium spirits demand is already soft.

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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