The FMCG Marketing Daily — June 07, 2026

The FMCG Marketing Daily — June 07, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola is launching a global agency review covering media, data and tech — and the CFO's public focus on data matching signals a fundamental shift in how the world's biggest beverage brand is structuring its marketing infrastructure. • Diageo's Indian subsidiary United Spirits is closing another manufacturing facility in Hyderabad, raising pointed questions about the parent brand's long-term commitment to local production in one of the world's most strategically important spirits markets. • Dairy giant Lactalis is making an acquisition play in the high-protein category, signalling that legacy FMCG dairy brands are now treating the protein trend as a structural portfolio shift rather than a passing consumer fad. Fun fact: Heinz once ran a ketchup ad in the UK that was banned because it was too effective — the 2022 campaign showed people licking ketchup directly off various surfaces, and regulators pulled it for encouraging unhygienic behavior in a post-pandemic environment. The brand's response was to immediately rerun it in markets outside regulatory reach, generating more earned media than the original paid spend. Hosted by Marco and Klara.