The FMCG Marketing Daily — May 15, 2026

The FMCG Marketing Daily — May 15, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Philip Morris International's new global campaign is being accused of targeting young consumers — a direct challenge to the brand's stated mission of ending cigarette sales, with major regulatory and reputational implications for FMCG brand purpose claims. • Sazerac's investment in influencer-backed margarita RTD brand Sipmargs signals that legacy spirits companies are increasingly using minority stakes in creator-native brands as a low-risk route into culturally relevant RTD occasions. • Lacoste's carefully calibrated visual identity refresh — anchored in heritage rather than disruption — offers a masterclass in how legacy consumer brands can modernise without alienating their core equity. Fun fact: The average supermarket shopper makes around 1.5 unplanned shopping trips per week specifically because they forgot something — and Walgreens has internally referred to this 'distress purchase' behavior as one of its most reliable traffic drivers, shaping how it positions everyday grocery staples near checkout. This means a significant slice of retail foot traffic is built entirely on consumer error, not marketing. Hosted by Marco and Klara.