Courvoisier Returns, Dollar Shave Club Bets on 'Good Enough'

Courvoisier is back with a bold cultural repositioning, Dollar Shave Club is turning 'good enough' into a brand platform, and a tax probe in India is putting Diageo and Pernod Ricard's most important growth market at risk. In this episode: Courvoisier has launched its first global campaign in several years, repositioning the cognac around house party culture to make the brand feel aspirational but culturally reachable to younger consumers. Dollar Shave Club's new 'perfectly good' campaign explicitly rejects feature-bloat and AI-enhanced product claims, doubling down on value-for-money identity as consumer scepticism toward overclaiming grows. Indian tax authorities are investigating Diageo and Pernod Ricard over the classification of bulk Scotch whisky imports, raising the prospect of significant back-tax liabilities in one of the world's largest and fastest-growing Scotch markets. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily