The FMCG Marketing Daily — May 27, 2026

The FMCG Marketing Daily — May 27, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Coca-Cola's YouTube-led World Cup activation offers a live case study in how a legacy FMCG brand is engineering fan engagement at scale ahead of the tournament. • Former BrewDog CEO James Watt launching a new beer brand called Second Best is a challenger brand story that tests whether founder credibility survives a very public fall from grace. • The UK ad watchdog banning footballer-fronted betting ads on Instagram sets a direct regulatory precedent for any FMCG brand using sports celebrity endorsements on social platforms to reach young audiences. Fun fact: The color red on food packaging has been shown to suppress appetite in clinical studies, yet it remains the dominant color in fast food and snack branding — because it simultaneously triggers urgency and impulse purchase behavior, which outweighs the appetite effect at the point of sale. Heinz famously tested a green ketchup in 2000 and sold over 10 million bottles in its first year, despite consumer focus groups predicting it would fail. Hosted by Marco and Klara.