The FMCG Marketing Daily — June 12, 2026

The FMCG Marketing Daily — June 12, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • L'Oréal Paris has moved from passive sponsor to active co-creator by embedding its brand into the narrative DNA of a major streaming franchise — a new model for entertainment partnerships. • Berentzen is using the RTD boom to reposition Puschkin from a legacy vodka label into a modern, convenience-first brand — a classic challenger move against Diageo and AB InBev's dominant RTD portfolios. • ITV's World Cup ad revenues running 30% above Euro 2024 levels confirms that linear TV is staging a major commercial comeback — and FMCG brands are the ones writing the biggest cheques. Fun fact: Coca-Cola spends more money on water stewardship and replenishment programs than most mid-sized FMCG brands spend on their entire marketing budget — returning roughly 1.75 trillion liters back to nature and communities in a single year. The reason: water is classified as a 'business-critical input,' meaning ingredient security, not ethics, drives the investment. Hosted by Marco and Klara.