Brand Tracker

Welcome to the automated Brand Tracker diaries.

Netherlands

How Heineken, Basic-Fit, and Google Showcase During ADE

Brand: Heineken

Campaign: ADE 2023

Source: https://www.adformatie.nl/creatie/campagnes/hoe-heineken-basic-fit-en-google-uitpakken-tijdens-ade

Goal: Promote brand visibility during ADE

Claim: None specified

Media: Event sponsorship, social media, live activations

Summary: The article discusses how Heineken, Basic-Fit, and Google are showcasing their brands during the Amsterdam Dance Event (ADE), emphasizing their unique strategies to engage audiences and enhance brand presence throughout the event.

Global

Twenty Brands Capturing Generation Z’s Attention Right Now and How They Are Doing It

Brand: Bose

Campaign: New Headphones Launch

Source: https://www.adlatina.com/publicidad/bose-liberty-mutual-y-the-farmers-dog-las-marcas-que-ganan-terreno-entre-la-generacin-z

Goal: To capture the attention of Generation Z

Media: Music videos, collaborations

Summary: In the third quarter of 2026, Bose led the Ad Age-Harris survey on brands that significantly attracted Generation Z, thanks to the launch of new headphones and a price reduction on its QuietComfort headphones. The strategy involved collaborations, activations at festivals, and nostalgic marketing. Other top brands included Liberty Mutual, The Farmer's Dog, Electronic Arts, and Hollister.

brand activation electronic products Generation Z

Italy

Olaplex brings the Style Lab to Milan Fashion Week

Brand: Olaplex

Campaign: Style Lab at Milan Fashion Week

Source: https://brand-news.it/brand/persona/cura-persona/olaplex-porta-lo-style-lab-alla-milano-fashion-week/

Goal: To bring the brand's professional expertise outside the salon through product trials and consultations

Summary: Olaplex introduced the Style Lab at Milan Fashion Week, transforming an Airstream into a mobile styling lab open to the public. The initiative allowed professional hairstylists to offer personalized tips and touch-ups, showcasing products like °7 Shine Serum Oil Mist and Shape Set™ Hairspray. Prior to public opening, a preview for influencers was held to generate content. Additionally, a fanzine with product tips and games was distributed at the entrance, enhancing the visitor experience.

brand activation Hairstyling Milan Fashion Week Product Experience

Spain

Madring, much more than Formula 1. The great showcase for brands

Brand: LVMH

Campaign: Formula 1 Spanish Grand Prix 2026

Source: https://ipmark.com/madring-mucho-mas-formula-1-gran-escaparate-marcas/

Goal: Generate economic impact and promote brand experiences

Claim: Madring, much more than Formula 1

Summary: The Formula 1 Spanish Grand Prix at Madring will serve as a major platform for various brands across sectors like food, mobility, and technology, aiming to generate 467 million euros and 8,850 jobs. The event will draw over 345,000 attendees, featuring not only the race but also cultural experiences, celebrity appearances, and technological summits, with LVMH as a prominent sponsor. This will be the beginning of multiple editions from 2026 to 2035.

brand activation event marketing Formula 1

Bosnia and Herzegovina

Brands in the rhythm of the festival Sarajevo: Argeta loves Sarajevo Film Festival

Brand: Argeta

Campaign: Argeta loves Sarajevo Film Festival. Love like in the movies.

Source: https://www.media-marketing.com/tema-dana/brendovi-u-ritmu-festivalskog-sarajeva-argeta-voli-sarajevo-film-festival/

Goal: To extend the festival experience beyond the festival days and locations.

Claim: Love like in the movies.

Media: Media communication, digital channels, content creator collaboration

Summary: During the Sarajevo Film Festival, Argeta launched a campaign connecting its brand to the festival through a special packaging and a contest. The campaign 'Argeta loves Sarajevo Film Festival' includes heart-shaped bread visuals and is aimed at enhancing festival experiences in retail outlets, engaging consumers with a prize draw linked to scanning QR codes on the packaging.

brand activation film festival Retail Partnership

Italy

Lego celebrates Formula 1 with a major activation, a lever for brand building for a cross-generational audience

Brand: LEGO

Campaign: Lego celebrates Formula 1 with a large activation for cross-generational brand building

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/lego-celebra-la-formula-1-con-una-grande-attivazione-leva-di-brand-building/

Goal: Engage a multi-generational audience and build the Lego brand

Media: Event installations, video and light shows, interactive workshops

Summary: Lego organized a large activation during the Italian Grand Prix of Formula 1, bringing creativity and the thrill of motorsports together to engage families and fans of all ages. The initiative includes installations in Milan and at the Autodrome in Monza, featuring a grand spectacle dedicated to Michael Schumacher and the Ferrari F2004, along with interactive activities for visitors to create a mosaic with Lego bricks. The campaign aims to reinforce Lego's brand association with creativity and innovation while celebrating a significant cultural moment.

brand activation Family Engagement Formula 1 LEGO

Portugal

Sagres Debuts at MEO Kalorama with a Stage Inspired by the Portuguese Soul

Brand: Sagres

Campaign: MEO Kalorama Festival Stage

Source: https://www.imagensdemarca.pt/artigo/sagres-estreia-se-no-meo-kalorama-com-um-palco-inspirado-na-alma-portuguesa/

Goal: Enhance brand presence and engage festival-goers through artistic initiatives

Claim: Celebrating Portuguese identity through art and music

Media: On-site activation, visual art, music performances

Summary: Sagres debuts as the official beer of the MEO Kalorama festival, featuring a specially designed stage by illustrator Leonor Violeta, which incorporates elements of Portuguese culture in a contemporary style. The brand will have ten bars at the festival and host a showcase of emerging artists from Chelas. Additionally, a 'Gallery of Cheers' activation will capture spontaneous moments from festival attendees, creating a collective portrait of the experience.

Art brand activation festival music

Portugal

Behind the Scenes of the RED PARTY by Imagens de Marca

Brand: Imagens de Marca

Campaign: RED PARTY

Source: https://www.imagensdemarca.pt/artigo/nos-bastidores-da-red-party-by-imagens-de-marca/

Goal: Create an exclusive summer event experience

Summary: The Clube Praia Verde in Algarve hosted the RED PARTY by Imagens de Marca, a night that brought together brands, professionals, and public figures in an exclusive ambiance filled with music and the color red. The article details the behind-the-scenes efforts to transform the venue and execute various brand activations to create a memorable experience for guests. With insights from Paulo Magalhães and Tiago Monteiro, it highlights the importance of this third edition of the summer event.

brand activation event summer party

Global

Cheez-It celebrates cheesy comedy at Edinburgh Fringe

Brand: Cheez-It

Campaign: Cheesy Comedy at Edinburgh Fringe

Source: https://www.campaignlive.co.uk/article/cheez-it-celebrates-cheesy-comedy-edinburgh-fringe/1966806

Goal: To promote Cheez-It at a comedy festival

Summary: Cheez-It engaged with audiences at the Edinburgh Fringe Festival through creative brand activations designed to highlight its cheesy snack offerings.

brand activation Comedy Edinburgh Fringe snacks

Nuii ice cream promotes conservation efforts with branded treehouse

Brand: Nuii

Campaign: Branded Treehouse

Source: https://www.campaignlive.co.uk/article/nuii-ice-cream-promotes-conservation-efforts-branded-treehouse/1966105

Goal: Promote conservation efforts

Summary: Nuii ice cream has launched an experiential campaign that features a branded treehouse, created by the brand activation agency Zeal, to promote its commitment to conservation efforts.

brand activation conservation ice cream

Ireland

GoLoud Lounge Returns to All Together Now Festival

Brand: GoLoud

Campaign: GoLoud Lounge at All Together Now Festival

Source: https://www.adworld.ie/2026/07/24/goloud-lounge-returns-to-all-together-now-festival-in-waterford/

Goal: Engage festivalgoers with live audio programming and brand activations

Media: Live performances, podcasts, panel discussions

Summary: GoLoud returns as a sponsor of the All Together Now festival in Waterford, featuring 20 live performances and a diverse programming that includes entertainment, sport, culture, and more, aimed at engaging festivalgoers through Bauer Media's audio brands.

audio programming brand activation festival live performance

Sweden

Skandia and the Swedish Basketball Federation Activate Basketball in Westfield

Brand: Skandia

Campaign: Basket Activation at Westfield

Source: https://www.resume.se/marknadsforing/kampanj/basketlandslaget-motte-publiken-i-kopcentrum-halo-blev-tillfallig-basketarena/

Goal: Make basketball more accessible and create connections between the national team and the public.

Claim: Creating contexts where people can meet and be inspired.

Media: Digital Out of Home (DOOH)

Summary: Ahead of the World Cup qualifiers, Skandia and the Swedish Basketball Federation activated a basketball area at Westfield Mall of Scandinavia, allowing visitors to meet the men's national team, get autographs, and try the sport. The purpose was to enhance accessibility to basketball and facilitate interactions outside traditional arenas.

basketball brand activation public engagement

Italy

Doritos Goes on Air with the Partnership with Formula 1

Brand: Doritos

Campaign: The Taste of Adrenaline

Source: https://brand-news.it/brand/alimentari/food/doritos-va-on-air-con-la-partnership-con-la-formula-1/

Goal: Strengthen brand positioning in the tortilla chips segment

Media: Television, digital, social media

Summary: Doritos launches 'The Taste of Adrenaline' campaign in Italy as part of a global partnership with Formula 1, aiming to enhance its brand positioning in the tortilla chips market through sports and entertainment initiatives. The campaign features a limited edition flavor and will be promoted through various media channels, culminating in an experiential event at the Italian Grand Prix.

brand activation Formula 1 tortilla chips

Portugal

Much More Than a Neighbor

Brand: Auchan

Campaign: Vizinhismo

Source: https://www.imagensdemarca.pt/artigo/muito-mais-do-que-um-vizinho/

Goal: To strengthen brand positioning and connect with different generations.

Claim: Everywhere by your side

Media: Festivals

Summary: Auchan significantly participated in the NOS Alive festival, beyond its physical booth, by creating engaging experiences outside the venue. The campaign, themed 'Vizinhismo,' aimed to enhance the brand's proximity positioning through various activations that resonated with festival-goers, thereby bridging connections across generations.

brand activation consumer engagement music festival

Finland

I have run the Croissette sweating – Finnish creative director tackled the taxi chaos at Cannes in a unique way

Brand: Nord Helsinki

Campaign: Free Shuttle Service at Cannes Lions

Source: https://www.markkinointiuutiset.fi/artikkelit/olen-itse-juossut-croissettea-hiesta-markana—suomalainen-luova-johtaja-tarttui-cannesin-taksikaaokseen-omintakeisella-tavalla

Goal: To reduce stress for Finnish participants at Cannes Lions

Claim: Offering practical help to Finnish festival attendees

Summary: Nord Helsinki launched a free shuttle service for Finnish attendees at Cannes Lions, driven by their creative director, Kalle Wallin. This initiative aims to alleviate the stress of finding transportation to the airport, addressing a common issue faced by festival-goers. Although not strictly a client acquisition effort, Wallin believes it will foster positive interactions and connections with fellow festival attendees.

brand activation Cannes Lions Finnish culture

New Zealand

Curious Nation ramps up shopper investment with new hires

Brand: Curious Nation

Campaign: Curious shopper accelerator

Source: https://stoppress.co.nz/movings-shakings/curious-nation-ramps-up-shopper-investment-with-new-hires/

Goal: To elevate the role and impact of shopper marketing across Australasia

Summary: Curious Nation has expanded its account management team with new hires in New Zealand and Australia to support the launch of the 'Curious shopper accelerator', a training program aimed at enhancing shopper marketing. The agency aims to provide innovative ideas that drive commercial impact, moving beyond traditional shopper promotions.

brand activation shopper marketing training program