The FMCG Marketing Daily — June 08, 2026

The FMCG Marketing Daily — June 08, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola's new World Cup emotional campaign is a distinct creative strategy story — separate from the AI Mourinho execution and the CFO agency review already covered — showing how the brand is activating its official sponsorship through consumer emotion rather than celebrity or data. • KFC Sweden's 'Bucket For One' campaign by Uncommon Stockholm turns the cultural taboo of solo dining into a brand positioning move — a sharp example of how QSR brands are using consumer behaviour insight to launch new SKUs with a cultural edge. • While Danone's CEO publicly ruled out the Mead Johnson acquisition, Nestlé is quietly taking a different route into infant nutrition innovation — a multi-year startup partnership on bioactive proteins that signals R&D-led brand differentiation over M&A scale. Fun fact: The average supermarket loses more money to 'shrinkage' — theft, spoilage, and administrative error — than it earns in net profit, with the industry-wide shrink rate sitting at around 1.6% of sales versus typical net margins of just 1–3%. That means a single percentage point improvement in shrink can effectively double a retailer's profit. Hosted by Marco and Klara.