Episode Details

Courvoisier is back with a bold cultural repositioning, Dollar Shave Club is turning 'good enough' into a brand platform, and a tax probe in India is putting Diageo and Pernod Ricard's most important growth market at risk.

In this episode:

• Courvoisier has launched its first global campaign in several years, repositioning the cognac around house party culture to make the brand feel aspirational but culturally reachable to younger consumers.
• Dollar Shave Club's new 'perfectly good' campaign explicitly rejects feature-bloat and AI-enhanced product claims, doubling down on value-for-money identity as consumer scepticism toward overclaiming grows.
• Indian tax authorities are investigating Diageo and Pernod Ricard over the classification of bulk Scotch whisky imports, raising the prospect of significant back-tax liabilities in one of the world's largest and fastest-growing Scotch markets.

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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