Welcome to the automated Brand Tracker diaries.
Poor Coverage for Ice in Reklamebørsen
Source: https://www.kampanje.com/premium/darlig-dekning-for-ice-i-reklameborsen/1035258
Goal: To promote the benefits of twin-SIM
Media: Television
Summary: Ice's advertisement 'Both Smart and Dumb' has received poor ratings in the latest edition of Reklamebørsen, with only 47% of respondents recalling it and a weak branding recognition of 41%. Despite its goals to showcase the advantages of a twin-SIM for both smart and basic phones, the film is noted as the most disliked out of 20 evaluated ads for Ice, reflecting that the campaign may have been better in concept than execution. However, Ice's marketing director remains optimistic about the long-term impact and engagement of their advertising.
FxPro takes on trading stereotypes with ‘A Real Pro Trader’ campaign
Source: https://campaignme.com/fxpro-takes-on-trading-stereotypes-with-a-real-pro-trader-campaign/
Goal: Strengthen brand awareness in key markets such as MENA
Claim: You don’t have to act like a Pro to trade like one, you just need to trade with FxPro
Media: Bloomberg TV, YouTube, FxPro’s social media channels
Summary: FxPro's latest global brand campaign, 'A Real Pro Trader', humorously challenges trading stereotypes by showcasing a chaotic casting session for an actor to play a pro trader, featuring real actors and comedic elements rather than AI-generated content. The campaign aims to promote the message that trading doesn't have to be serious and that real traders are among us, while appearing memorable and human. Launched in October 2026, it will gradually roll out over 10 months with localized components.
Creation by Circus Ramezani: Motel One Launches First Major Brand Campaign in Its History
Goal: Increase brand awareness
Summary: Motel One has launched its first major brand campaign, marking a significant step in its marketing strategy. The campaign aims to enhance brand recognition and establish a stronger presence in the market.
LKAB’s Campaign Wins Outdoor of the Month – Resumé
Goal: To raise awareness of LKAB's presence in everyday life.
Media: Outdoor advertising
Summary: The campaign 'Everywhere' by LKAB, created by Forsman & Bodenfors, successfully highlights the ubiquitous presence of iron ore in daily life by featuring the LKAB logo alongside various iron-containing objects. This creative approach not only aims to engage the public with a typically overlooked material but also positions LKAB prominently in the context of everyday items.
Dialogue secures new clients in wine, property and tourism
Source: https://mumbrella.com.au/dialogue-secures-new-clients-in-wine-property-and-tourism-941325
Goal: To enhance integrated communications and build brand awareness
Media: Earned media, influencer engagement, PR, social media
Summary: Independent communications agency Dialogue has secured new partnerships with Calabria Family Wines Group, One Global Capital, and BridgeClimb Sydney. The campaign will focus on enhancing brand awareness and cultural relevance across various sectors including wine, property, and tourism through strategic communications and engagement. Notably, the campaign for BridgeClimb Sydney involves live broadcasts that showcase its transformed experience.
Preview: Isla Buenos Aires and H2OH! Non-Carbonated Show Different Types of Turbulences
Goal: Build awareness around the new non-carbonated flavored water variant.
Claim: H2OH! non-carbonated supports us through daily turbulence.
Media: Audiovisual content, social media, outdoor advertising, and other contact points.
Summary: The campaign 'Turbulencias' created by Isla Buenos Aires for H2OH! non-carbonated aims to resonate with Argentinians by depicting relatable everyday situations. It seeks to raise awareness about the new product offering, aligning with the humorous portrayal of common experiences. By exploiting the metaphor of the turbulence faced in Argentina, the campaign encourages a lighter approach to life's challenges.
Lilly ‘Lights Up’ Communication in Italy: The Challenge is to Bring Pharma Closer to the Consumer
Source: https://brand-news.it/brand/persona/salute/lilly-investe-nella-comunicazione-in-italia/
Goal: Increase brand awareness and trust
Claim: Making health information more accessible and relevant
Media: TV, out of home, and future digital channels
Summary: Lilly is accelerating its communication strategy in Italy in 2026, marking 150 years since its foundation by sponsoring the Milano Cortina 2026 Olympics and implementing initiatives aimed at engaging the general public. With a focus on brand recognition and overcoming stigma associated with the pharmaceutical sector, Lilly aims to establish a more direct relationship with consumers. The strategy involves both B2C and B2B outreach, with a vision to make health information accessible and empower patients to make informed choices.
Nice little man from Greenchoice, but what does he do for the brand?
Goal: To promote the brand and engage customers
Summary: The article discusses the 'little man' character associated with Greenchoice and explores the implications of its role in brand recognition and customer engagement.
L’Occitane Shibuya Flagship Store Completely Transformed into Popup – Over 60% of Visitors are Young People
Source: https://www.advertimes.com/20260909/article556925/
Goal: Increase brand awareness among existing customers and younger demographics
Summary: L'Occitane Japan held a four-day experiential event to celebrate its 50th anniversary, transforming its flagship store into an immersive event space aimed at deepening brand understanding among existing customers and younger audiences while expanding the store's recognition.
Modelo hikes marketing spend on college football for new platform
Goal: Increase market presence in college football segment
Claim: It's Not Just Game Day. It's Tradition.
Media: Television, ESPN, Fox, Barstool Sports, in-store signage
Summary: Modelo has launched a new college football-centric brand platform titled 'It's Not Just Game Day. It's Tradition.' with an 18% increase in marketing spending. The campaign aims to strengthen the brand's position in the mainstream beer market through sports sponsorships and retail activations. Key elements include new advertisement spots emphasizing college football traditions and partnerships with major networks for visibility.
De Baak launches vague campaign
Source: https://www.adformatie.nl/creatie/campagnes/de-baak-lanceert-wazige-campagne
Goal: Increase brand awareness
Summary: De Baak has launched a vague campaign aimed at enhancing its visibility and engagement with the audience, although specific details about the campaign strategies have not been disclosed.
Behind-the-Scenes: ServusTV Starts ‘Heart Brands’ TV Format About Austrian Companies
Goal: To showcase Austrian companies
Media: Television
Summary: ServusTV has launched a new television format called 'Herzensmarken' which focuses on highlighting Austrian companies. The show aims to explore and present the stories behind these businesses, providing insights into their operations and impact.
Preview: Isla Mexico and PayJoy Turn Trust into New Opportunities
Goal: Strengthen brand positioning and build an emotional connection with individuals
Claim: We Believe in You
Media: CTV, digital media, radio, OOH
Summary: PayJoy launches its new communication platform 'We Believe in You', developed with agency Isla, aiming to build an emotional connection with people through everyday stories. This brand awareness campaign highlights the potential of individuals when given access to financial tools, presenting PayJoy as an ally in facilitating credit access.
Complaints Come Even for Products That Aren’t Ours: Iwrap Continues to Fight Against Imitations
Source: https://www.advertimes.com/20260820/article554392/
Goal: Raise awareness about imitation products and protect brand reputation
Claim: Not our product but complaints come to us
Media: Social Media (X/Twitter)
Summary: The article discusses Iwrap, a heat-resistant plastic bag brand, and how they are confronting the issue of imitation products that cause customer confusion. Despite facing challenges in the past from similar products, Iwrap has revived its brand identity through social media engagement and customer feedback, aiming to clarify its uniqueness and combat imitation using a humorous haiku post. The brand reflects on its journey of recovery and underscores the emotional toll of seeing its legacy misrepresented.
SHOEMART’s Back-to-School Scholarship makes waves by supporting kids’ education
Source: https://campaignme.com/shoemarts-back-to-school-scholarship-campaign-supports-kids-education/
Goal: Support children's education and families during the Back-to-School period.
Media: radio advertising, digital, CRM, social media
Summary: SHOEMART has launched its third annual Back-to-School Scholarship Campaign, providing financial support for students' education and assisting families as they prepare for the school year. The campaign aims to demonstrate Shoemart's commitment to families and to enhance brand awareness while driving store footfall and sales of Back-to-School products during this crucial retail season.
BCA named ‘Marketer of the Year’ at MEA Indonesia for the third year running
Goal: Elevate brand awareness and marketing excellence
Media: Various media channels including digital and influencer marketing
Summary: Bank Central Asia (BCA) has been recognized as the 'Marketer of the Year' at the Marketing Excellence Awards Indonesia for the third consecutive year, winning multiple awards across various categories for their standout campaigns developed in collaboration with several agencies.
Kantar names Colgate the Ad Impact Winner for June
Source: https://stoppress.co.nz/awards/kantar-names-colgate-the-ad-impact-winner-for-june/
Goal: Build awareness and motivate purchase consideration
Claim: Smile strong
Summary: Colgate's 'Smile strong' campaign has won Kantar's Ad Impact for June 2026 by effectively combining emotional storytelling with a clear brand role. The ad focuses on a caregiver addressing oral health issues among children, highlighting real-life challenges while connecting deeply with viewers through empathy and care. This approach reinforces Colgate's commitment to its 'Bright smiles, bright futures' initiative, aiming to create positive change and build brand loyalty.
RITCHIE BETS ON THE STRENGTH OF NATIONAL RADIO – ADVERTISEMENT
Source: https://pub.be/fr/ritchie-mise-sur-la-force-de-la-radio-nationale/
Goal: Increase brand awareness
Claim: Radio is one of the most interesting media of tomorrow
Media: Various national radio stations
Summary: Belgian brand Ritchie, celebrating its 10th anniversary, has launched a six-week radio campaign across all VAR stations to boost brand awareness, utilizing successful past strategies including product placements and billboard campaigns. The campaign consists of three waves, emphasizing repetition to enhance brand recall among the audience. The initiative has shown promise, achieving a significant attribution ratio after just one wave.
We Say Mahonesa: Helios’ Multichannel Strategy to Claim the Origin of Its Products
Source: https://www.reasonwhy.es/actualidad/helios-estrategia-multicanal-mahonesa-reivindicacion-origen
Goal: Promote the origin of their products
Claim: We say Mahonesa
Media: Multichannel
Summary: The campaign 'We say Mahonesa' by Helios aims to highlight the origin of its products through a multichannel strategy. The article discusses the potential effectiveness of investing in social media as part of the overall marketing approach.