The FMCG Marketing Daily — June 16, 2026

The FMCG Marketing Daily — June 16, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola is flooding the media landscape with campaigns right before a major media and data account review — and the pattern reveals exactly where the brand is placing its strategic bets. • KFC has launched a major global rebrand built around its bucket as the centrepiece of a new visual identity — a masterclass in using a legacy brand asset rather than abandoning it. • A Starbucks promotional campaign has backfired so badly it is forcing over 2,000 store closures — making it one of the most visible marketing-driven operational crises in recent memory. Fun fact: Costco's return policy is so liberal that the retailer once had to quietly add a 90-day limit specifically for electronics after customers were returning televisions they'd owned for years — but for almost every other product category, including most food and consumables, the unlimited lifetime return policy still stands. This means a shopper can theoretically return a half-eaten jar of peanut butter purchased five years ago, making Costco's shrink management one of the most unusual cost calculations in all of retail. Hosted by Marco and Klara.