Brand Tracker

Welcome to the automated Brand Tracker diaries.

Finland

Lidl Revamps Pet Product Range Under One Brand

Brand: Lidl

Campaign: Max and Mila Pet Brand Launch

Source: https://www.markkinointiuutiset.fi/artikkelit/lidl-uudistaa-lemmikkivalikoimansa-saman-brandin-alle

Goal: To introduce a new pet product line under one brand.

Summary: Lidl is launching a new pet brand called Max and Mila, consolidating their pet product range under this new brand. The updated selection includes three quality levels: Basic, Advanced Care, and Grain-Free Gourmet, catering to pets of all ages. The Basic level offers essential products with balanced ingredients, while Advanced Care features higher nutritional value and tailored recipes. The Grain-Free Gourmet represents premium quality with fresh meat as the main ingredient. Additionally, the range includes hygiene products and a comprehensive assortment of supplies and toys for pets.

Portugal

Lidl brings together pet product range under new private brand

Brand: Lidl

Campaign: Cãominhada Max & Mila’s World

Source: https://www.imagensdemarca.pt/artigo/lidl-reune-gama-de-produtos-para-caes-e-gatos-sob-nova-marca-propria/

Goal: To launch a unified brand for pet products and support animal welfare associations

Claim: Creating a unified brand for our range of dogs and cats

Summary: Lidl has launched a new private brand called Max & Mila’s World, which consolidates its offerings for pet care and food into three product lines: Basic, Advanced Care, and Gourmet. The initiative also includes a public event, the Cãominhada, to promote the brand and support animal welfare associations by donating part of the sales from their special campaign.

animal welfare brand launch Lidl pet care

Chery International unveils electric car brand with immersive experience

Brand: Chery International

Campaign: Immersive Experience for Electric Car Brand

Source: https://www.campaignlive.co.uk/article/chery-international-unveils-electric-car-brand-immersive-experience/1968615

Goal: To unveil an electric car brand through an immersive experience

Summary: Chery International has launched a new electric car brand, and the activation for this launch was created by the agency Avantgarde.

brand launch electric car

Japan

Hitachi Construction Machinery to Pursue $6 Billion Strategy with Shohei Ohtani as Brand Ambassador

Brand: Hitachi Construction Machinery

Campaign: LANDCROS Global Brand Ambassador Launch

Source: https://www.advertimes.com/20260804/article552866/

Goal: To establish the new brand LANDCROS globally and become a top three industry player by 2030

Claim: Through open partnerships, we co-create new value

Media: Advertising and promotions

Summary: Hitachi Construction Machinery announced on August 4 that it has appointed MLB player Shohei Ohtani as the global brand ambassador for its new corporate brand, LANDCROS. This marks the first time the company has signed a personal brand ambassador contract with a sports figure. The company plans to change its name to LANDCROS Corporation by April 1, 2027, transitioning from the Hitachi brand. With Ohtani's influence, the company aims to cement its new brand in both domestic and international markets while enhancing employee unity and recruiting efforts. Hitachi Construction Machinery aims to be in the top three globally by 2030, targeting significant revenue growth across several key business areas, including North America and Latin America.

brand launch Corporate Rebranding sports marketing

New Zealand

TrailLite Group and Quantum Jump launch Roadcraft

Brand: TrailLite Group

Campaign: Roadcraft Launch Campaign

Source: https://stoppress.co.nz/campaigns/traillite-group-and-quantum-jump-launch-roadcraft/

Goal: Build anticipation and excitement for the launch of a new motorhome brand

Claim: Built in New Zealand. Born for the open road.

Media: TVNZ, Three, Neon online placements, social, digital display, YouTube

Summary: TrailLite Group has collaborated with Quantum Jump to introduce Roadcraft, a new motorhome brand designed for New Zealanders. The campaign, inspired by movie promotions, consists of four acts to generate excitement leading up to the launch at the NZMCA Hamilton Show in September 2026. The campaign features a behind-the-scenes video showcasing the design process to emphasize local craftsmanship.

advertising campaign brand launch motorhome New Zealand