Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

The Stage of Brands

Brand: McDonald’s

Campaign: 35 Years Anniversary Campaign in Portugal

Source: https://www.imagensdemarca.pt/artigo/o-palco-das-marcas-1791570052340/

Goal: To celebrate 35 years of McDonald's in Portugal.

Media: minidocumentary

Summary: The article highlights various brand initiatives, focusing on McDonald's 35th anniversary in Portugal, which includes a year-long campaign featuring different phases and a minidocumentary created in collaboration with Grupo Impresa showcasing the brand's history.

Croatia

Behind the Winning Idea: Zloblica, a Character Flaw

Brand: Noblica

Campaign: Zloblica

Source: https://www.media-marketing.com/tema-dana/iza-pobjednicke-ideje-zloblica-greska-s-karakterom/

Goal: Transform a production error into an engaging communication opportunity

Media: Social media

Summary: After facing consumer complaints about reverse Noblica cookies, the campaign turned this manufacturing mistake into a creative opportunity by introducing a mischievous twin character named Zloblica. Consumers were engaged by sharing their stories, and the campaign creatively incorporated their feedback into the narrative, which resonated well with the audience and allowed for ongoing interaction.

Brand Storytelling consumer engagement pr crisis management

France

Pasta and Friends: Le Moulin 1704 Continues Its Beautiful Stories with Binsfeld

Brand: Le Moulin 1704

Campaign: Des pâtes et des potes

Source: https://www.adada.lu/2025/04/des-pates-et-des-potes-le-moulin-1704-poursuit-ses-belles-histoires-avec-binsfeld/

Goal: Strengthen brand storytelling

Summary: Le Moulin 1704 continues its storytelling efforts with the campaign 'Des pâtes et des potes' in collaboration with the agency binsfeld, focusing on their unique brand narrative and engagement with customers.

Brand Storytelling collaboration

Croatia

Fanta builds its own world for Halloween this year

Brand: Fanta

Campaign: Fanta’s Haunted Universe

Source: https://www.media-marketing.com/vijesti/fanta-ove-godine-gradi-vlastiti-svijet-za-noc-vjestica/

Goal: Create an original entertainment universe for Halloween

Media: film trailer and additional content

Summary: This year, Fanta is building its own world for Halloween, moving away from collaborations with existing horror franchises. The campaign, titled 'Fanta’s Haunted Universe', aims to create original characters and stories, using a film trailer as an introduction. The goal is to develop intellectual property that extends beyond a single campaign, allowing for continuous growth and engagement with the audience through new experiences and narratives.

Brand Storytelling Halloween campaign original content

Global

Marketing Vanguard at Cannes: Why Sports Marketing Starts With Identity ft. Uzma Rawn Dowler of MLB

Brand: Major League Baseball

Campaign: Marketing Vanguard

Source: https://www.adweek.com/brand-marketing/marketing-vanguard-at-cannes-why-sports-marketing-starts-with-identity-ft-uzma-rawn-dowler-of-mlb/

Goal: To reshape baseball marketing by focusing on fan identity and integration

Media: Vidcast

Summary: Uzma Rawn Dowler, CMO of Major League Baseball, discusses the importance of fan identity in marketing at the Cannes Lions 2026, highlighting how MLB integrates partner marketing into the fan experience organically. The conversation focuses on brand storytelling, cultural relevance, and commercial growth within MLB's expansive eight-month season.

Brand Storytelling fan engagement sports marketing