Mars Reveals Bold Idea Test, Heineken Buys Brazil Yerba-Mate

Mars is opening up its internal playbook for greenlighting bold creative risks. Plus Heineken bets on yerba-mate in Brazil, and Mondelez takes Joyride to court over Sour Patch Kids. In this episode: Mars' Rankin Carroll revealed at Brandweek 2026 that the company uses a structured 'Why' test framework to stress-test bold creative ideas before committing, aiming to enable ambition without recklessness. Heineken has agreed to acquire Brazilian firm Better Drinks Participações, expanding its presence in one of the world's largest beer markets while entering the fast-growing functional yerba-mate category. Mondelez has filed suit against US challenger candy brand Joyride, alleging infringement of Sour Patch Kids trademarks and trade dress — its third active IP enforcement case, signalling a coordinated legal defence strategy. 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