The FMCG Marketing Daily — May 28, 2026

The FMCG Marketing Daily — May 28, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • Mondelez is betting its most iconic biscuit brand on a K-pop supergroup partnership to drive global reach — a high-stakes test of celebrity co-branding at scale. • Unilever is deploying its biggest-ever partnership activation through Personal Care brands at the World Cup — a strategic signal about which category it is prioritising for brand equity investment in 2026. • NielsenIQ's latest data shows India's FMCG sector entering a normalisation phase with shifting demand patterns and evolving channel dynamics — a must-read for any brand manager with emerging market exposure. Fun fact: Walmart's store brand Great Value outsells many national brand equivalents not because of price alone, but because Walmart deliberately places it at eye level while shifting name brands to lower shelves — a tactic so effective that Great Value generated over $27 billion in annual sales, making it larger than most standalone consumer goods companies. Most brand managers negotiating shelf placement don't realize they're often bidding for the exact position Walmart's own team already identified as the highest-converting spot in the aisle. Hosted by Marco and Klara.