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Nobody Wants Your Product. They Want to Not Think About a Problem.
The best FMCG brands succeed by making a need disappear, not by satisfying it loudly.
Aug 17
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Filiberto Amati
3
2
Suntory Cancelled a Maturation Facility.
That Is the Real Guidance.
Aug 14
•
Filiberto Amati
1
1
Olivier Rouche: a spirits industry veteran on RTDs and trends
Episode 90
Aug 10
•
Filiberto Amati
2
1
38:20
Every Lever Makes It Worse
Molson Coors Lost 7.3% of US Shipments in the Quarter a Home World Cup Started.
Aug 9
•
Filiberto Amati
1
Bought to Be Sold
KDP Spent $18 Billion on Coffee and Plans to Spin Coffee Off in Early 2027.
Aug 8
•
Filiberto Amati
1
1
Celsius: Someone Else’s Trucks
Celsius Sold 31% More at Retail and Reported 10.6% More Revenue. The Gap Is the Whole Story.
Aug 8
•
Filiberto Amati
2
Beiersdorf’s Headline Says Decline
Its Own Sell-Out Data Says Something Else Entirely.
Aug 8
•
Filiberto Amati
2
The $4 Confession
e.l.f. Cut One Product From $18 to $14 and Volume Rose 36%.
Aug 7
•
Filiberto Amati
2
1
Henkel’s Consumer Business Grew 0.5% Without Hair Care.
The Headline Says 3.2%.
Aug 7
•
Filiberto Amati
2
1
The Other Dividend Cut
Diageo Halved Its Payout and Cut Marketing 13.1%. Only One of Those Made the Headlines.
Aug 7
•
Filiberto Amati
3
1
Kraft Heinz Just Spent $700 Million to Buy Back the Volume
Volume Growth Its Peers Never Lost
Aug 6
•
Filiberto Amati
2
CCEP +6.1% While Barely Touching Price.
That Is the Harder Way to Grow, and It Is Working.
Aug 6
•
Filiberto Amati
2
1
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