Brand Tracker

Welcome to the automated Brand Tracker diaries.

Czech Republic

ETA is here for everyone. OAK builds a new campaign for life without filters

Brand: ETA

Campaign: ETA is here for everyone

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-10/eta-je-tu-pro-kazdeho-oak-stavi-novou-kampan-na-zivote-bez-filtru/

Goal: To connect with a younger audience while showcasing the authenticity of everyday life.

Claim: ETA is here for everyone

Media: Television spots, photography

Summary: ETA has launched a new campaign focused on authentic everyday life, moving away from traditionally staged environments. The campaign, created by agency OAK, emphasizes humor and real-life situations to appeal to a younger audience while maintaining the brand's strong identity and history. Key visuals and a television spot feature various households and daily activities involving ETA products, aiming for a natural and relatable communication style.

Sweden

Here Is Semper’s New Communication Concept

Brand: Semper

Campaign: For Long Days and Short Years

Source: https://www.resume.se/marknadsforing/kampanj/foraldrarnas-egna-bilder-ska-fornya-iden-om-anrika-market/

Goal: To portray the experiences of parenthood authentically and supportively.

Media: online video, outdoor, social media, influencer collaborations

Summary: Semper has launched a new communication concept called 'For Long Days and Short Years', aimed at capturing the paradox of time experienced by parents of young children. The campaign emphasizes that parents are not alone in their experiences, portraying everyday life with children in an unfiltered and authentic way. The campaign materials are sourced from the cameras of parents and aim to establish Semper as a supportive companion throughout the early years of parenthood.

authenticity emotional marketing parenting

Preview: TogetherWith and Maní King Focus on Authenticity

Brand: Maní King

Campaign: Maní King Natural

Source: https://www.adlatina.com/publicidad/preestreno-togetherwith-y-man-king-ponen-el-foco-en-la-autenticidad-de-las-personas

Goal: To promote the new identity of the product emphasizing its natural ingredient.

Claim: 100% peanuts, 100% natural.

Media: TVC, out-of-home, digital content, social media, streaming platforms, influencer strategy

Summary: Maní King has launched the Maní King Natural campaign alongside the rebranding of its line of 100% peanut spreads, focusing on authenticity and the simple message of being '100% natural'. The campaign, developed by TogetherWith, encourages genuine connections and natural living, promoting the product's unique ingredient while engaging consumers through humor and relatable moments. An integrated communication strategy across multiple channels supports this new brand phase.

authenticity branding integrated marketing

Global

Under Armour teams with ‘Heated Rivalry’ star for new campaign

Brand: Under Armour

Campaign: For When It’s Hot

Source: https://www.marketingdive.com/news/under-armour-heated-rivalry-francois-arnaud-global-ambassador/826165/

Goal: Increase awareness of HeatGear products

Claim: Confidence, conviction, and authenticity

Summary: Under Armour has teamed up with actor François Arnaud as the brand's latest ambassador for the campaign 'For When It’s Hot,' which promotes its HeatGear franchise. The campaign emphasizes the brand's core training ethos and highlights existing products. Under Armour is focusing on storytelling that enhances its performance credibility rather than introducing new items, amid increased marketing investment.

ambassador authenticity HeatGear storytelling

Global

Prada Beauty announces Zendaya as global ambassador

Brand: Prada Beauty

Campaign: Prada Paradoxe

Source: https://campaignme.com/prada-beauty-announces-zendaya-as-global-ambassador/

Goal: Celebrate the complexity and authenticity of women.

Summary: Prada Beauty has appointed Zendaya as the global ambassador for Prada Paradoxe, marking a new chapter for the brand. The campaign celebrates the essence of the modern woman, highlighted by a new fragrance, Prada Paradoxe Sweet Chemistry Eau de Parfum. Zendaya embodies the brand's message of authenticity and complexity, aligning with Prada's vision of continuous evolution in femininity.

authenticity celebrity partnership fragrance global ambassador