Mars' Creative 'Why' Test, L'Oréal's Microdrama Bet & Mondelez Sues

How does Mars greenlight bold creative without burning brand equity? And why is Mondelez filing lawsuits in two markets at once? Three stories every FMCG marketer needs today. In this episode: Mars marketing leader Rankin Carroll revealed the company's internal 'Why' test at Brandweek 2026 — a filter requiring every major brand idea to have a sharp, defensible rationale before it goes to market. L'Oréal has moved beyond experimenting with short-form serialised content, calling its microdrama strategy a maturing approach that deliberately pushes product messaging into the background in favour of entertainment-led brand building. Mondelez has filed a trademark and trade dress lawsuit against US candy challenger Joyride over alleged copying of Sour Patch Kids, while simultaneously pursuing separate trademark pressure against UK vegan brand Moo Free — signalling a coordinated brand protection push. 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