Danone Drops Recycling Claims, Coca-Cola Hands Fans the Wheel

Danone is the third FMCG giant forced to rewrite its recycling claims — and regulators aren't done. Plus, Coca-Cola turns its most iconic seasonal asset into a public vote. In this episode: Danone has agreed to modify recycling-related claims on its plastic bottles across Europe, following similar commitments from Coca-Cola and Nestlé under coordinated EU regulatory pressure. CPG challenger brands are now driving category-wide marketing innovation — through community-led growth, values-forward positioning and agile creative — with legacy FMCG players increasingly copying their playbook. Coca-Cola is letting the British public vote on which towns its iconic Christmas Truck will visit, turning a broadcast brand asset into a participatory campaign designed to generate earned media and emotional ownership. 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