Welcome to the automated Brand Tracker diaries.
Tell me which detergent you use and I’ll tell you… (the new cleaning habits in Uruguay according to Unilever)
Goal: To change consumer habits regarding concentrated detergent usage.
Media: Social media
Summary: Unilever conducted research to understand how Uruguayans choose and use dishwashing detergents, leading to the development of the 'Evolución' campaign for CIF Concentrado. The campaign aims to highlight the tangible benefits of concentrated detergents, addressing common consumer frustrations and adapting to current content consumption trends.
Advertising: L’Oréal Paris launches the new Elvive ad with Ludovica Coscione
Goal: Promote Elvive Extraordinary Oil
Media: Television and digital platforms
Summary: L'Oréal Paris, in collaboration with the creative agency McCann, launches a new communication campaign for Elvive Extraordinary Oil titled 'Wherever Summer Takes You'. The campaign features actress Ludovica Coscione and will be aired on major television channels and digital platforms with 15-second and 6-second spots.
Agency Migrante Completed Film for Maserati with Del Piero in Ten Days
Goal: To celebrate Italian excellence and connect Maserati's heritage with future ambitions.
Claim: The Italian GranTurismo: Effortless Luxury Performance
Media: Digital and social media channels
Summary: In the new global film by Maserati, Alessandro Del Piero drives the GranTurismo through nearly empty New York towards a stadium in New Jersey, featuring no dialogue or sports footage, but instead relying on driving, Del Piero's focus, and the sound of the Nettuno engine. The film, titled 'Never Stop Dreaming', was developed and realized in ten days by the independent agency Migrante and was released on July 19, coinciding with the FIFA World Cup 2026 final. It aims to highlight Italian craftsmanship and ambition, leveraging Italy's past successes in sports while emphasizing Maserati's refreshed model lineup.
Ö3 starts the new brand campaign ‘Ö3 hears you’
Goal: To engage listeners by emphasizing connection
Claim: Ö3 hears you
Summary: The Austrian radio station Ö3 has launched a new brand campaign titled 'Ö3 hears you', aiming to strengthen connections with its audience.
“Music brings us closer to people”: Fuzeta da Ponte and the formula behind Nos Alive
Goal: Strengthen brand association with music
Claim: If it is important to you, it is important to us
Media: Social media, onsite activations, telco infrastructure
Summary: The article discusses Nos's long-standing sponsorship of the Nos Alive music festival, highlighting their extensive telecom infrastructure investments and their commitment to connecting people through music. The brand's campaign emphasizes the importance of music in their identity and aims to reinforce their association with this cultural event.