The FMCG Marketing Daily — June 06, 2026

The FMCG Marketing Daily — June 06, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola is replacing a live celebrity with an AI clone in a major World Cup campaign — a structural shift in how FMCG giants may manage endorsement risk and cost going forward. • PepsiCo is making a direct play for India's fast-growing energy drinks market with a brand that has had little global visibility — a high-stakes category expansion bet in one of the world's most contested FMCG arenas. • Spain's consumer ministry is moving to restrict the sale and advertising of caffeinated energy drinks to under-16s and under-18s — a regulatory intervention that could reshape how the entire category is marketed across the EU. Fun fact: Heinz once ran a ketchup bottle with no label at all — just the iconic shape — in a UK limited release, and it outsold the labelled version in test stores by 14% because shoppers said they trusted the silhouette more than the branding itself. It became one of the earliest documented cases of packaging shape functioning as a standalone brand asset in retail. Hosted by Marco and Klara.