The FMCG Marketing Daily — May 23, 2026

The FMCG Marketing Daily — May 23, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • French's is turning its iconic yellow mustard green for a film tie-in — a bold test of how far a heritage condiment brand can stretch its distinctive asset without breaking it. • PepsiCo's ten-year licensing extension with its largest bottling partner in India signals a major strategic commitment to one of the world's fastest-growing beverage markets. • Skittles is doubling down on its long-running surreal brand voice to launch a new gummy sub-line — a case study in using tonal consistency to expand into adjacent formats without diluting brand identity. Fun fact: Coca-Cola spends more on advertising than Microsoft and Apple combined. In 2023 alone, the company spent over four billion dollars just to remind people that fizzy drinks exist. Hosted by Marco and Klara.