Episode Details

Danone is the third FMCG giant forced to rewrite its recycling claims — and regulators aren't done. Plus, Coca-Cola turns its most iconic seasonal asset into a public vote.

In this episode:

• Danone has agreed to modify recycling-related claims on its plastic bottles across Europe, following similar commitments from Coca-Cola and Nestlé under coordinated EU regulatory pressure.
• CPG challenger brands are now driving category-wide marketing innovation — through community-led growth, values-forward positioning and agile creative — with legacy FMCG players increasingly copying their playbook.
• Coca-Cola is letting the British public vote on which towns its iconic Christmas Truck will visit, turning a broadcast brand asset into a participatory campaign designed to generate earned media and emotional ownership.

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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