Mondelez Buys Healthier, Colgate Animates Mexico, Celsius Runs NYC

Mondelez is buying its way into better-for-you snacking, Colgate is ditching product ads for animated education in Mexico, and Celsius is betting big on the NYC Marathon's 50th anniversary. Three moves every FMCG marketer should decode today. In this episode: Mondelez has taken a majority stake in gluten-free challenger Undercover Snacks as part of an explicit 'healthier' portfolio strategy — a deliberate acquisition play, not a line extension, landing on the same day the company beat Q3 profit estimates. Colgate and agency VML launched an animated social media series in Mexico focused on cavity prevention education rather than direct product promotion, using branded entertainment to reach consumers increasingly resistant to traditional FMCG advertising. Celsius, the energy drink challenger, is among a broader and more diverse brand roster activating at the NYC Marathon's 50th anniversary, alongside L'Oréal-owned Maybelline, signalling that mass participation sports events are becoming prime cultural stages for health-positioned FMCG brands. 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