Brand Tracker

Welcome to the automated Brand Tracker diaries.

France

Caprice des Dieux Celebrates 70 Years of Love

Brand: Caprice des Dieux

Campaign: 70 Years of Love

Source: https://www.cbnews.fr/marques/caprice-dieux-fete-70-ans-amour

Goal: To celebrate 70 years of love and increase brand visibility

Media: television, replay, social media

Summary: Caprice des Dieux is celebrating 70 years of love with a special collection of 70 collector packs, each representing a different year with a romantic phrase and illustration. The brand is collaborating with content creator Lonni to launch the 'Battle of Love', inspired by rap battles but featuring compliments and love declarations. The campaign will be supported by a media plan that includes television, online replay, and social media, along with a unique street survey involving pop culture references related to the packs.

Japan

Do Chii-Kawa Fans Buy ‘Scenes’ Rather Than ‘Products’? Common ‘Reversal Collaboration’ with OxiClean and Seiun

Brand: OxiClean

Campaign: Limited Edition Chii-Kawa Package

Source: https://www.advertimes.com/20261002/article559671/

Goal: Promote a limited edition product featuring Chii-Kawa design

Media: Social Media, Television

Summary: Grafico released a limited edition OxiClean product designed with Chii-Kawa after their characters were featured in a manga story referencing the product. The collaboration stemmed from a storyline in which Chii-Kawa interacts with OxiClean to solve a problem, leading to a strong fan response and subsequent product launch. This marks an innovative approach in promoting merchandise tied closely to memorable moments within the IP's narrative.

Brand Collaboration limited edition product manga marketing

Global

PepsiCo “House of Brands”: the campaign that reveals why the company needs a Head of Culture above all

Brand: PepsiCo

Campaign: House of Brands

Source: https://infonegocios.biz/infomiami/pepsico-house-of-brands-la-campana-que-revela-por-que-su-empresa-necesita-un-head-of-culture-antes-que-nada-2

Goal: To enhance brand visibility and connection among multiple PepsiCo brands

Media: Video, Social Media

Summary: PepsiCo launched the global campaign "House of Brands" to address the lack of brand association beyond its flagship product. The campaign utilizes humor to acknowledge that many consumers are unaware of the parent company behind popular products like Doritos and Gatorade. It promotes collaboration among PepsiCo brands to create a unified identity and cultural relevance. This innovative approach requires a new role, the Head of Culture, to break down silos and foster collaboration among different brands.

Brand Collaboration Cultural relevance Marketing Strategy

Australia

Creative Minds: Meet the Aussie creative director whose muse is an algorithm of weird

Brand: Twisties

Campaign: Plot Twisties

Source: https://www.campaignasia.com/article/creative-minds-miles-jackson/4zaq7tj6n5pb5zqmz91x9kkcmt

Goal: Reconnect the brand with Gen Zs

Media: TikTok

Summary: The article discusses the creative journey of Miles Jackson at VaynerMedia in Australia, particularly focusing on the campaign 'Plot Twisties' for the brand Twisties. The campaign aimed to engage Gen Z through a TikTok-led platform that emphasized cultural relevance and unexpected brand collaborations, achieving notable success in brand perception and sales.

advertising Brand Collaboration Gen Z TikTok

USA

Ayo Edebiri is the new ambassador for New Balance and debuts her first campaign with the brand

Brand: New Balance

Campaign: Ayo Edebiri Launch Campaign

Source: https://www.imagensdemarca.pt/artigo/ayo-edebiri-e-a-nova-embaixadora-da-new-balance-e-estreia-primeira-campanha-com-a-marca/

Goal: Highlight the connection between Ayo Edebiri and Boston through storytelling

Media: Photography

Summary: Ayo Edebiri has become the new ambassador for New Balance and stars in the first campaign of this collaboration, which is set in Boston, her hometown. The campaign showcases iconic locations in Boston, emphasizing the historical connection between Edebiri and the brand. Photographed by Tyler Mitchell, the campaign highlights Edebiri's creative identity and aims to explore storytelling in relation to the brand. Beyond the launch, Edebiri will engage in future campaigns and cultural projects with New Balance.

ambassador Boston Brand Collaboration storytelling

Global

How Fanta’s new Haunted Universe helps turn Halloween into a platform

Brand: Fanta

Campaign: Haunted Universe

Source: https://www.marketingdive.com/news/how-fantas-haunted-universe-helps-turn-halloween-into-a-platform/828481/

Goal: To create a repeatable Halloween marketing platform

Media: online video, collectible packaging, limited-time flavor, experiences

Summary: Fanta has launched the 'Haunted Universe' campaign, designed to turn Halloween into a global marketing platform similar to Coca-Cola's association with Christmas. The campaign features original horror-themed characters and aims to generate significant engagement and sales while including traditional horror icons. The campaign was developed by WPP Open X and incorporates artificial intelligence to enhance content creation.

Brand Collaboration Halloween campaign marketing platform original characters

Sweden

Carlshamn launches new packaging design with Pippi Longstocking

Brand: Carlshamn

Campaign: New packaging design featuring Pippi Longstocking

Source: https://www.resume.se/marknadsforing/design/varldens-starkaste-ska-salja-smor/

Goal: To increase brand visibility and align the brand values with Pippi Longstocking.

Media: Outdoor advertising, Connected TV, radio, social media, digital channels

Summary: Carlshamn is launching a new packaging design featuring the character Pippi Longstocking to enhance brand visibility and connect with its values. The design, created by Drama Queen Communications, incorporates illustrations from Ingrid Vang Nyman and will be seen across various media platforms, emphasizing inclusivity and joy at children's gatherings.

Brand Collaboration packaging design Pippi Longstocking

United Kingdom

McDonald’s Enters the Worlds of Xbox with a Campaign That Brings Video Games to the Menu

Brand: McDonald’s

Campaign: Side Missions

Source: https://www.imagensdemarca.pt/artigo/mcdonalds-entra-nos-mundos-da-xbox-com-campanha-que-leva-videojogos-para-o-menu/

Goal: To connect the gaming universe with fast food through a limited menu inspired by popular video games.

Media: Mobile application for rewards and exclusive content

Summary: McDonald's has launched a campaign titled 'Side Missions' in collaboration with Microsoft and Xbox, introducing limited edition menu items inspired by popular games such as Halo, Fallout, Forza Horizon, Overwatch, World of Warcraft, and Candy Crush in the UK and Ireland. The initiative allows gamers to experience elements from these universes through food, while also offering digital rewards and exclusive content for the associated games via the McDonald's app.

Brand Collaboration fast food gaming limited edition

United States

The Most Important Brand Collaborations with Celebrities of the Week

Brand: Instacart

Campaign: Antoni Porowski x Instacart

Source: https://www.adlatina.com/publicidad/las-5-colaboraciones-de-marcas-con-famosos-mas-importantes-que-debes-conocer-ahora-mismo

Goal: Counteract a viral meme and improve customer interaction

Claim: 90% of orders rated in 2025 received a perfect score

Media: Television, Social Media

Summary: The article discusses various notable brand collaborations with celebrities, highlighting how brands like Instacart leveraged celebrity influence to tackle online discourse and enhance fan engagement through creative advertising. Instacart's campaign features Antoni Porowski addressing common shopping dilemmas, countering a viral meme about male delivery errors.

advertising Brand Collaboration Celebrity Influence

Global

BMW Faces Criticism for Advertising in Cars’ Infotainment System

Brand: BMW

Campaign: Spider-Man: Brand New Day

Source: https://www.resume.se/kommunikation/media/bmw-agare-rasar-mot-filmreklam-i-bilen/

Goal: To promote the new Spider-Man film through in-car advertisements

Media: In-car infotainment system

Summary: BMW faces criticism for airing ads for the new Spider-Man movie directly in its cars' infotainment systems. This campaign is part of a broader branding collaboration with Sony Pictures, running from July 27 to August 10, in over 70 countries. The ads appear on the control screen when the vehicle is started and feature an animation of Spider-Man swinging around BMW's iX3 model. Many BMW owners are unhappy, arguing that they shouldn't see ads in vehicles they've already purchased.

automotive marketing Brand Collaboration in-car advertising

Czech Republic

Prima Ice Cream Expands Influencer Marketing. Engaging New Faces in the Summer Campaign

Brand: Prima zmrzlina

Campaign: Summer Influencer Marketing Campaign

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-07/prima-zmrzlina-rozsiruje-influencer-marketing-do-letni-kampane-zapojuje-nove-tvare/

Goal: To create authentic and relevant content that resonates with the target audience

Media: Social media

Summary: Prima zmrzlina is expanding its influencer marketing strategy by collaborating with a diverse range of influencers for its brands, including Pegas Premium, Mrož, Kuba, and Prank!. The focus is on authenticity and creating natural content that appeals to specific audiences. Through this campaign, Prima zmrzlina aims to enhance visibility and engage with younger generations and families, utilizing both established and new influencers.

Brand Collaboration influencer marketing social media

Croatia

Samsung creates a Spider-Man phone that can survive a superhero life

Brand: Samsung

Campaign: Spider-Man: Brand New Day

Source: https://www.media-marketing.com/vijesti/samsung-za-spider-mana-pravi-telefon-koji-moze-prezivjeti-superherojski-zivot/

Goal: Promote the new Samsung Galaxy devices in collaboration with the Spider-Man film.

Claim: A brand new shape for a Brand New Day

Media: Television, Digital Platforms

Summary: Samsung Electronics America collaborated with Sony Pictures Entertainment to promote the new Galaxy devices through a campaign centered around Spider-Man and his challenges. The campaign features a two-minute film showcasing a phone designed to withstand the superhero's lifestyle, leveraging interactive digital content like the Spidey Tracker. The campaign aims to engage both Spider-Man fans and tech enthusiasts, building excitement for the upcoming Galaxy Unpacked event.

Brand Collaboration Samsung Spider-Man