Clorox Kills Campaigns, Demi Bets on Mid-Strength Spirits

Clorox is publicly retiring the traditional campaign model — and it has structural consequences for every FMCG brand team. Plus, a challenger brand is trying to build a spirits category that Diageo and Pernod haven't touched. In this episode: Clorox CMO Eric Schwartz has replaced episodic brand campaigns across Pine-Sol, Brita, and Hidden Valley with an always-on 'system of relevance' built on intentional but flexible, inside-out brand thinking. Quarter Proof founders are scrapping their brand and relaunching as Demi, targeting a US-first entry into 'mid-strength' spirits as a distinct consumer category that major players like Diageo and Pernod have not credibly claimed. US midterm political ad spending is flooding CTV inventory in key regional markets, spiking CPMs during the pre-holiday window and forcing FMCG media buyers to reallocate Q4 budgets away from CTV in real time. 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