The FMCG Marketing Daily — June 23, 2026

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The FMCG Marketing Daily — June 23, 2026

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The FMCG Marketing Daily — June 23, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • AB InBev's CMO Marcel Marcondes has used Cannes Lions to publicly map out a decade-long marketing transformation — and the methodology behind it is directly replicable for any FMCG portfolio brand. • New research reveals a structural tension at the top of FMCG marketing organisations: CMOs are optimising for internal power rather than the long-term brand building their companies actually need. • Ocean Spray's decision to recruit its new CEO directly from Nestlé signals that the cranberry co-operative is betting on Big FMCG discipline — brand management rigour, portfolio thinking, and global scale — to arrest its decline in a crowded functional beverage market. Fun fact: Supermarkets typically make almost no profit on groceries themselves — the real money comes from charging brands 'slotting fees' just to place products on shelves, a practice that costs the average mid-sized CPG brand between $1 million and $3 million annually before a single unit is sold. This means a new product can be commercially dead before consumers ever see it, purely based on a brand's ability to pay for the shelf space itself. Hosted by Marco and Klara.

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