Welcome to the automated Brand Tracker diaries.
Bord Bia Bloom delivers creative impact
Source: https://marketing.ie/articles/bord-bia-bloom-delivers-creative-impact/
Goal: To connect brands with consumers at a festival of gardening, food, and sustainable living.
Claim: An unrivalled opportunity to extend your reach beyond traditional channels.
Media: print, digital, radio, television
Summary: Bord Bia Bloom is Ireland's largest festival that provides a powerful platform for brands to connect with over 90,000 engaged visitors. It offers partners a chance to create meaningful activations and engage in storytelling through innovations like Show Gardens. The festival enhances brand visibility and allows impactful storytelling on important societal issues.
Obituaries can be put in the drawer
Source: https://www.kampanje.com/kommentar/nekrologen-kan-legges-i-skuffen/1035425
Goal: To engage customers and strengthen brand recognition.
Claim: Connecting with consumers through relatable content.
Media: Television and online media.
Summary: The article discusses a unique advertising campaign by Orkla Foods for their Stabbur-Nilsen brand, which featured a wedding film that generated significant public engagement and acclaim. The campaign strategically aimed to consolidate their brand offerings while maintaining strong visual identity cues. The campaign was well-received and recognized for its effectiveness in communication and audience connection.
Ads of the Week: 13 Campaigns That Caught Our Eye, From Chipotle to Pringles
Goal: To promote brand engagement through a giveaway
Summary: This week featured notable ad campaigns, including Bill Murray for Rivian, Kim Kardashian for DoorDash, and Nikola Jokić for Sprite. Pringles' campaign showcases a humorous take on the afterlife, while Chipotle engages customers by giving away an oversize takeout bag. Other highlights include a city tour by Oura and Megan Thee Stallion for Gymshark.
Is Corporate Official ‘SNS Teasing’ a Good or Bad Impression?──Research Reveals ‘Humanity Beyond Humor’
Source: https://www.advertimes.com/20261016/article560840/
Goal: To engage consumers by teasing them in a light-hearted manner on social media
Claim: Engage with humor and relatability
Media: Twitter
Summary: The article discusses how brands can effectively connect with consumers through humor and teasing, referencing Wendy's '#NationalRoastDay' campaign on Twitter in 2018, where they playfully roasted consumers and other brands, resulting in a significant increase in followers. It highlights the evolving relationship between brands and consumers in the context of social media.
MENA’s Creative Pulse – Top Campaigns
Source: https://communicateonline.me/top-list/menas-creative-pulse-top-campaigns/
Goal: To engage gamers by integrating Jeep's off-road identity into gaming culture
Claim: Gamers don’t restart, they regroup
Media: In-game experiences, online streaming
Summary: The 'Rescue Squad' campaign by Publicis Middle East for Jeep Middle East transformed the frustration of getting stuck in a game into an engaging experience by using real-world camaraderie of off-roading. Saudi streamers played a key role in rescuing stranded players with virtual Jeep convoys, while a custom in-game showroom and giveaways of real-world recovery gear linked gaming culture with Jeep's off-road brand identity.
HORIZONT Sportbusiness Awards: Sponsor of the Year: Cupra and Padel: How Sponsorship Becomes Co-Creation
Goal: Enhance brand visibility through sponsorship
Summary: The article discusses Cupra's innovative approach to sponsorship in the sport of Padel, highlighting how they have transformed traditional sponsorship into active participation and collaboration in sports events.
2026 VMAs Was Taylor-Made for Big Viewership Boost, 51% Increase
Goal: Increase viewership and audience engagement during the VMAs
Claim: Major social footprint with significant viewer engagement
Media: Television, Digital
Summary: The 2026 MTV Video Music Awards, hosted by Snoop Dogg and featuring performances by Taylor Swift and Madonna, saw a significant rise in viewership, reaching 8.4 million viewers—a 51% increase from the previous year. The event also achieved high audience interaction with 31.1 million social media interactions and included substantial branded content, particularly from Dunkin'.
JCDecaux Made the Summer of 2026 a Stage for OOH Creativity
Goal: To engage consumers through immersive and impactful experiences
Claim: Experience the perfect dip
Media: Out-Of-Home (OOH), mupis, large formats, digital screens
Summary: The summer of 2026 showcased numerous national and international brands leveraging JCDecaux's multi-environment and multi-format solutions for creative Out-Of-Home (OOH) campaigns that went beyond mere visibility. Key activations included Vigor and Oreo's 'Mergulho Perfeito' at major shopping centers, an immersive experience pairs with national mupis and special placements in Lisbon, highlighting the role of OOH in creating memorable brand interactions.
Who will be the next ‘Suica Penguin’? New character candidates announced, overwhelming voting responses
Source: https://www.advertimes.com/20260910/article557090/
Goal: To select a new image character to replace Suica Penguin
Media: Website
Summary: On September 8, JR East announced three candidates for a new character to succeed the Suica Penguin, which will graduate by the end of March 2027. Voting will be open until September 23, with the most voted candidate being chosen as the new character, with results to be announced on November 18. The announcement generated significant public interest, causing temporary system errors on the voting webpage. This reflects the high level of attention towards the new character selection.
Value Instead of Breakup, Sound Instead of Logo: Cannes Lions Creativity Report 2026
Goal: To create value for the audience and enhance brand engagement
Media: Mobile games, social media platforms (X, Reddit, YouTube), mass media
Summary: The Cannes Lions Creativity Report 2026 highlights how brands are increasingly gaining attention by offering real value to audiences, utilizing identifiable sounds, and fostering transparency. It categorizes awarded campaigns into four directions: Fair Trade, Sound Reasoning, Fan Folklore, and Tackling Truth. Notable campaigns include Clash Royale's Copycats Welcome, Uber's sponsorship of Uberlândia E.C., Sting's association with Formula 1 sounds, and Columbia Sportswear's Expedition Impossible focused on audience interaction.
Why Does ‘IP’ Work in the Age of Information Overload? Designing IP Utilization That Leads to Results
Source: https://www.advertimes.com/20260831/article554261/
Goal: Increase brand awareness and drive customer engagement
Media: Social Media
Summary: The article discusses Shinfield's marketing strategy using intellectual property (IP) from manga and anime to engage customers amidst information overload in the digital age. It highlights a successful campaign for a major cosmetics company that utilized 'Attack on Titan' to enhance brand awareness and consumer interaction, showing how the integration of beloved narratives and fan engagement can lead to significant marketing success.
From ‘Selling’ to ‘Connecting’: The Success Behind the Brand Experience of the Real Store ‘my Yukimi Daifuku’
Source: https://www.advertimes.com/20260901/article555173/
Goal: To reconnect the younger generation with the Yukimi Daifuku brand through a unique experiential cafe.
Media: Social Media, In-person event
Summary: Lotte opened a limited-time experiential cafe 'my Yukimi Daifuku' in Nakameguro, Tokyo, celebrating the 45th anniversary of their popular ice cream product. With 648 customization options and vibrant social media buzz, the cafe aims to engage younger audiences and reaffirm the brand's appeal. The design avoids strong corporate branding to create an inviting atmosphere for younger customers. Feedback indicates a successful reconnection with the brand's essence and taste.
Fanta consolidates its brand territory at Halloween with its own universe of characters and entertainment
Source: https://www.reasonwhy.es/actualidad/fanta-universo-propio-personajes-entretenimiento-halloween-2026
Goal: Consolidate brand territory during Halloween
Summary: Fanta is establishing its brand presence during Halloween by creating its own universe of characters and entertainment, enhancing engagement with the target audience during the holiday season.
The Internet Changed Vaseline’s Name, and the Brand Decided to Embrace the New Version
Goal: Engage users with a viral name reinterpretation
Claim: We gave you Vaseline. You gave us Basseline.
Media: Instagram
Summary: Vaseline embraced a humorous reinterpretation of its name, changing it to 'Baseline' in response to a viral video by influencer Min Day Lee. The brand encouraged users to create their own interpretations under the hashtag #VaselineHijacked, allowing the audience to participate in the ongoing conversation. This campaign highlights user-generated content and how brands can adapt to internet-driven trends.
RED PARTY by Imagens de Marca: A night made for encounters
Source: https://www.imagensdemarca.pt/artigo/red-party-by-imagens-de-marca-uma-noite-feita-de-encontros/
Goal: To create experiences and connect brands with the audience.
Claim: Solférias wants to sell memories, not just trips.
Media: Event activations, digital reporting
Summary: The RED PARTY by Imagens de Marca celebrated its third edition at Clube Praia Verde in Castro Marim, Algarve, bringing together brands, partners, and guests for a night of celebration and connection. The event promoted brand visibility and audience engagement through various activations, emphasizing the importance of personal interactions among guests.
Luxauto deploys its new communication territory with YOU
Source: https://www.adada.lu/2026/07/luxauto-deploie-son-nouveau-territoire-de-communication-avec-vous/
Goal: To establish a new communication territory
Summary: Luxauto is launching its new communication territory named 'VOUS', aiming to enhance its brand presence and engagement with customers.
Tele2 and Samsung Launch Interactive Campaign at Hötorget
Source: https://www.resume.se/marknadsforing/kampanj/tele2-och-samsung-tacker-hotorget-med-50-000-far/
Goal: To engage passersby in an interactive advertising experience
Media: Outdoor billboard, Instagram
Summary: Tele2 and Samsung have launched an interactive campaign at Hötorget in Stockholm, featuring a large banner that challenges passersby to find the correct 'Fåret Frank' among many clones as part of the Samsung Galaxy Z Fold8 phone launch. The campaign aims to capture attention and encourage engagement with the brand's advertising assets. It also extends to digital platforms, including Tele2's Instagram.
The Key to Building More Durable Brand Relationships
Source: https://www.adweek.com/brand-marketing/the-key-to-building-more-durable-brand-relationships/
Goal: Help brands integrate into consumer's daily fitness routines
Claim: Authentic engagement beyond one-time events
Media: Social media and run clubs
Summary: Strava aims to help brands engage authentically with consumers by integrating into their daily fitness routines. The recent campaign with Starbucks encouraged users to walk or run for 22 minutes a day, offering rewards to incentivize participation. Industry leaders discussed the importance of creating lasting connections through fitness rituals and the potential for brands to connect with targeted audiences in social fitness environments.
5 Lessons From the World Cup’s Best Marketing Plays—and Those That Missed the Mark
Goal: Drive commercial success and product sales through strategic marketing.
Media: Film, retail pop-ups, app integration
Summary: Adidas effectively leveraged the 2026 FIFA World Cup through its 'You Got This' campaign, which included a long-term strategy with various product drops and retail experiences, resulting in significant sales and a growth in revenue. The campaign's success showcases the importance of proactive marketing leading up to major events.
New: ‘Manual to Celebrate Like an Argentine’, by Fernet Branca and Zurda Studio
Goal: To explain how Argentinians celebrate football victories
Claim: Argentinian passion is part of their DNA
Media: Animations and audiovisual content
Summary: As part of its creative platform developed during the World Cup, Fernet Branca presents a series of animations explaining how to celebrate a victory in true Argentinian style. Zurda Studio created 'Manual para festejar como un argentino,' a series of tutorials based on insights into the Argentine way of life regarding football celebrations. The campaign highlights that both Argentinians and foreigners recognize the unique intensity and passion associated with Argentine celebrations.
Faithful to Music
Source: https://www.imagensdemarca.pt/artigo/fieis-a-musica/
Goal: Strengthen relationships with the audience and stakeholders through music sponsorship
Claim: Follow Your Sound
Media: Live music events
Summary: Fidelidade's campaign theme for this year's NOS Alive festival is 'Follow Your Sound', reflecting the brand's music-focused strategy initiated in 2016. The campaign, anchored in sponsorship of live music events like NOS Alive and Vodafone Paredes de Coura, aims to build connections with the public and various partners using their digital mascot, Trusty, during the events.
Unilever, Ogilvy Singapore reign supreme at Hashtag Asia Awards 2026
Goal: To create impactful social media campaigns that engage audiences.
Claim: Overall Brand HashMaster title winner
Media: Social media, Influencer partnerships, Short-form video
Summary: Unilever was awarded multiple trophies at the Hashtag Asia Awards 2026, including the Overall Brand HashMaster title, highlighting successful campaigns developed with Ogilvy Singapore and other agencies. The campaigns excelled in various categories such as social media partnerships and tribal marketing.
Not Too Light – Abloy Condensed Trust into a Gesture in Youth-Oriented Campaign
Goal: Engage young consumers and build relevance among them
Claim: Trust can be distilled into a gesture
Media: Social media, particularly TikTok and Instagram
Summary: Abloy, a leading brand in Finland known for locks, launched the Abloy Handshake Challenge to engage young Finnish audiences. The campaign encourages participants to create and share their unique handshake videos on social media, aiming to translate the abstract value of trust into a concrete action that resonates across cultures. The initiative involved collaborating closely with the agency SEK and notable influencers. This strategic outreach aims to establish a connection with the younger demographic, who will be decision-makers in the future.
Festival of Continente Food Breaks Attendance Record and Confirms Return in 2027
Goal: Promote culinary experiences and increase brand visibility
Claim: The largest free gastronomic and entertainment festival in Portugal
Summary: The 8th edition of the Festival da Comida Continente attracted over half a million visitors, marking the highest attendance ever. The event took place on July 11 and 12 at the Parque da Cidade do Porto, featuring live concerts and culinary experiences from national and international artists and chefs. It served over 90,000 meals and highlighted the demand for exclusive recipes and products from the brand. The festival will return in the summer of 2027.