The FMCG Marketing Daily — June 02, 2026

The FMCG Marketing Daily — June 02, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • With Messi fronting campaigns for Adidas, Michelob Ultra, Lay's and more simultaneously, brand managers need to ask whether celebrity saturation is eroding the distinctiveness they're paying a premium for. • Havaianas is betting its global brand refresh on cultural authenticity — using Vinicius Junior to recentre the brand on Brazilian identity at a moment when World Cup clutter is at its peak. • Lune & Wild's Series A signals that the baby and children's food category is attracting serious challenger capital, built on a chef-led quality positioning that directly challenges the incumbent FMCG players who dominate supermarket shelves. Fun fact: Coca-Cola's 1985 'New Coke' reformulation — widely remembered as a catastrophic failure — actually caused sales of Classic Coke to surge 8% above pre-New Coke levels within months of the original formula's return, making it one of the most accidentally successful loyalty campaigns in FMCG history. The backlash generated more earned media and consumer attachment than any paid campaign the brand had run in years. Hosted by Marco and Klara.