Brand Tracker

Welcome to the automated Brand Tracker diaries.

Italy

Mulino Bianco opens a Bistrò in Milan. New launches in the pipeline.

Campaign: Mulino Bistrò in Milan

Source: https://brand-news.it/brand/alimentari/food/mulino-bianco-apre-un-bistro-a-milano-primo-esperimento-per-portare-il-brand-alle-persone-nuovi-lanci-in-cantiere/

Goal: To build brand awareness and present products in a different way

Media: OOH, digital, localized print

Summary: Mulino Bianco launched a temporary Bistrò in Milan from October 2 to 11, aimed at enhancing brand perception and providing a unique breakfast experience. The Bistrò features a gourmet menu created with chef Carlo Maria Ricci, along with activities for adults and children, emphasizing interaction with the brand. The initiative is not focused on immediate sales but rather on building the brand and understanding consumer engagement.

Global

How Columbia’s marketing breaks through with fax machines, flat Earth

Brand: Columbia Sportswear

Campaign: Engineered for Whatever

Source: https://www.marketingdive.com/news/how-columbias-marketing-breaks-through-with-fax-machines-flat-earth/829991/

Goal: To attract new customers and create standout advertisements

Claim: Engineered for Whatever

Media: Direct mail, influencer partnerships, activation stunts

Summary: Columbia Sportswear, under Head of Marketing Matt Sutton, has embraced an edgier marketing strategy with its 'Engineered for Whatever' campaign. Notable efforts include a unique activation where customers can fax orders to receive a free fleece. The campaign has garnered significant attention, including winning the Grand Prix at Cannes Lions for a stunt involving flat Earthers. The approach aims to attract new customers and rekindle the brand's heritage of humor and boldness.

brand experience humor in advertising outdoor apparel

Japan

Why Ice Cream in Apparel? A New Brand Experience Launched by POPPY in Harajuku

Brand: POPPY

Campaign: ICE COUTURE by POPPY

Source: https://www.advertimes.com/20260914/article557387/

Goal: Create a unique brand experience and engage customers with the brand's design history.

Summary: POPPY, an apparel brand, opened a limited-time concept shop called 'ICE COUTURE by POPPY' in Harajuku, Tokyo, where they transformed their clothing designs into ice cream. This innovative approach aims to offer customers a new way to experience and enjoy the brand's history through a gallery-like space that combines ice cream with fashion. The campaign was designed based on customer feedback and has received significant attention, demonstrating strong sales and visitor interest.

brand experience fashion ice cream

Belgium

Efluenz Reinvents Brand Experience with ‘Brand Experience’

Brand: Efluenz

Campaign: Brand Experience

Source: https://pub.be/fr/efluenz-reinvente-lexperience-de-marque-avec-brand-experience/

Goal: Reinvent brand experience

Summary: Efluenz is reinventing the brand experience with their new campaign called 'Brand Experience', which aims to enhance how consumers interact with the brand.

brand experience marketing

Portugal

Repsol Brings Author Cuisine to Meo Kalorama

Brand: Repsol

Campaign: Food Experience

Source: https://www.imagensdemarca.pt/artigo/repsol-leva-cozinha-de-autor-ao-meo-kalorama/

Goal: To connect contemporary cuisine with a younger audience

Summary: Repsol introduced the Food Experience at the Meo Kalorama festival, showcasing dishes from renowned chefs in an informal setting. The initiative aims to bridge the gap between culinary art and younger consumers while maintaining chefs' quality and identity. The marketing strategy includes experiences related to gastronomy, music, and sports.

brand experience festivals gastronomy

Global

Coyote vs. ACME: The Movie That Explains Why Your Brand Needs to Recreate Its Entire Experience and Deliver Much More

Brand: ACME

Campaign: Coyote vs. ACME

Source: https://infonegocios.biz/infomiami/coyote-vs-acme-la-pelicula-que-explica-por-que-tu-marca-tiene-que-recrear-toda-su-experiencia-y-dar-mucho-mas-2

Goal: To highlight the importance of recreating brand experiences

Summary: The article discusses the journey of consumer dissatisfaction with brands exemplified by the fictional case of 'Coyote vs. ACME,' emphasizing the need for brands to provide genuine experiences and value instead of superficial engagement. It critiques brands for exploiting consumer trust and explores shifting advertising paradigms toward integrating experiences across various platforms.

advertising brand experience consumer satisfaction Marketing Strategy

Hong Kong

Tram Ride Turned into Tasting with Häagen-Dazs

Brand: Häagen-Dazs

Campaign: Art of Richness Tram

Source: https://www.media-marketing.com/vijesti/voznja-tramvajem-pretvorila-se-u-degustaciju-uz-haagen-dazs/

Goal: To showcase the quality and carefully selected ingredients of Häagen-Dazs ice cream through interactive experiences.

Media: Tram and Crystal Bus activation

Summary: Häagen-Dazs launched the 'Art of Richness Tram' in Hong Kong, transforming tram rides into interactive experiences focused on four signature flavors: vanilla, chocolate, matcha, and strawberry. Each flavor features a unique interactive demonstration that educates visitors on the brand's commitment to quality ingredients without artificial additives. The campaign also includes a follow-up activation with a Crystal Bus for further flavor experiences and promotions.

brand experience ice cream interactive campaign

Japan

Children as Store Staff, Company Presidents, and Game Developers: Companies Create Early Connections During Summer Vacation

Brand: Lush Japan

Campaign: Summer Vacation Job Experience 2026

Source: https://www.advertimes.com/20260810/article553608/

Goal: Provide children with learning opportunities and early brand engagement

Claim: Experience the world of Lush through hands-on activities

Summary: During summer vacation, several companies, including Lush Japan, are offering programs that allow children to experience different jobs such as store staff and chef. These initiatives aim to provide learning opportunities for children and create early connections with the brand, fostering understanding and familiarity through hands-on experiences. Lush Japan's program runs from July 18 to August 31, targeting children aged 5-12 with activities such as product display, customer service, and making items by hand. Additionally, Moribiru is hosting the 'Hills Workshop for Kids 2026' from July 25 to August 16, continuing a 20-year tradition with various educational offerings.

brand experience children's education

UAE

How Spider-Man: Brand New Day made people rethink brand and entertainment partnerships

Brand: Spider-Man

Campaign: Brand New Day

Source: https://campaignme.com/how-spider-man-brand-new-day-made-people-rethink-entertainment-partnerships/

Goal: Create a multi-dimensional brand experience

Media: Film, billboards, live events, experiential marketing

Summary: The article discusses the success of the film 'Spider-Man: Brand New Day' and how its marketing strategy transcends traditional advertising, integrating product placements and brand experiences in real-world settings, ultimately creating a richer interaction with the audience.

brand experience entertainment marketing

Portugal

Sumol brings together Portuguese artists to celebrate the total solar eclipse

Brand: Sumol

Campaign: #OSOMDOECLIPSE

Source: https://www.imagensdemarca.pt/artigo/sumol-junta-artistas-portugueses-para-assinalar-o-eclipse-solar-total/

Goal: To create a unique brand experience by celebrating a rare astronomical event through collaborative music.

Media: Digital platforms, RTP, SIC, TVI

Summary: Sumol launched the official music video for #OSOMDOECLIPSE just days before a total solar eclipse visible in Portugal on August 12. The campaign includes the release of the limited edition Sumol Eclipse and features a collaborative musical creation involving seven Portuguese artists, aiming to celebrate the diversity of national music. The climax will occur on August 12, when artist Xtinto will perform live during the eclipse, streamed through Sumol's digital channels.

astronomical events brand experience music collaboration

Portugal

House where Rui Nabeiro was born opens to the public during the Festas do Povo de Campo Maior

Brand: Delta Cafés

Campaign: Festas do Povo de Campo Maior 2026

Source: https://www.imagensdemarca.pt/artigo/casa-onde-nasceu-rui-nabeiro-abre-ao-publico-durante-as-festas-do-povo-de-campo-maior/

Goal: To celebrate the legacy of Rui Nabeiro and enhance the company's historical connection to Campo Maior.

Media: Event activations, installations, performances

Summary: For the first time, the house where Rui Nabeiro was born will open to the public during the Festas do Povo de Campo Maior, as part of a series of initiatives by Grupo Nabeiro. The event includes street decorations, the Delta House with brand experiences, tastings, and a drone show by Delta Cafés scheduled for specific nights. This edition marks the first celebration after UNESCO recognized it as an Intangible Cultural Heritage.

brand experience community engagement cultural heritage

Japan

Expanding Brand Experience to the Streets: The OOH Strategy of Developers Uncovering Marketing Possibilities with Adidas

Brand: Adidas

Campaign: YOU GOT THIS

Source: https://www.advertimes.com/20260731/article551604/

Goal: To create impactful brand experiences in urban environments

Claim: YOU GOT THIS

Media: OOH, events

Summary: In a modern market overflowing with digital advertising, Adidas Japan and Mitsui Fudosan are redefining brand experiences by extending storytelling into urban spaces through an OOH strategy. This involves overcoming strict regulations to transform the city into a media platform, focusing on significant sports events like university relay races and fostering deep collaborations with academic institutions. The campaign aims to create memorable physical interactions while synchronizing with local culture, showcasing Adidas's commitment to innovative advertising.

brand experience OOH sports sponsorship urban marketing

Portugal

When Music Builds Brand

Brand: NOS, Galp, Heineken, Fidelidade, Auchan

Campaign: Various music-related campaigns

Source: https://www.imagensdemarca.pt/artigo/quando-a-musica-constroi-marca/

Goal: To enhance brand positioning and consumer connection through music events

Media: Music festivals

Summary: The article discusses how various brands leverage the music festival NOS Alive to enhance their presence and connect with consumers. NOS utilizes its role as a naming sponsor to provide connectivity and memorable experiences through technology, while Galp promotes energy at music events. Heineken introduces a smart wristband for music fans, combining technology with entertainment and sustainability. Fidelidade continues its live music connection through the concept 'Follow your sound', and Auchan enhances its community presence at festivals, aiming to bridge generational gaps. The article illustrates how music serves as a crucial communication platform for brands.

brand experience event marketing music festivals