The FMCG Marketing Daily — June 13, 2026

The FMCG Marketing Daily — June 13, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Taylors of Harrogate's new campaign by Lucky Generals turns obsessive customer behaviour into brand identity — a textbook challenger move in a category dominated by Nestlé and JDE. • NielsenIQ's new report shows geopolitical shifts are now directly rewriting consumer purchasing decisions at the shelf — faster than most FMCG brand managers' planning cycles can absorb. • Swedish soft drinks producers have committed to further voluntary sugar reductions — a regulatory-adjacent move that raises the bar for Coca-Cola and PepsiCo's Nordic reformulation timelines. Fun fact: Coca-Cola's red color has no inherent brand protection — it's the specific Pantone 484 shade paired with the contour bottle that courts recognize as a trade dress, meaning a competitor could legally sell a cola in a nearly identical red can as long as the shape differs. This is why Coca-Cola has invested more in protecting its bottle silhouette than almost any other physical asset in its portfolio — the bottle is actually registered as a trademark in over 100 countries. Hosted by Marco and Klara.