Welcome to the automated Brand Tracker diaries.
Dollar Tree Built an Entire World in a Tree Canopy for Its First National Campaign
Goal: Expand brand perception beyond low prices and create a shopping experience of discovery.
Claim: Everything you need. And want. It's all in the tree.
Media: Television, connected TV, online video, OTT, outdoor advertising, YouTube, social media including Meta and TikTok
Summary: Dollar Tree launched its first national campaign, 'It's All In The Tree', designed by Tombras, which transforms the brand name into a literal shopping experience within a giant tree. The campaign aims to shift customer perception from merely low prices to an exciting discovery of unexpected products. The campaign features two films directed by Autumn de Wilde, showcasing a playful and theatrical aesthetic reminiscent of children's television. It launched on October 20 and includes additional creative materials focused on beauty and holiday categories.
Showtime Every Time: Casino 2000 unveils its new branding campaign signed by binsfeld
Goal: To enhance the brand image
Claim: Showtime Every Time
Summary: Casino 2000 has launched a new branding campaign called 'Showtime Every Time', created by the agency binsfeld, to improve its image.
Poow’s dog Guus joins in on ADE: ‘You candies, I cookies’
Source: https://www.adformatie.nl/creatie/campagnes/poows-laat-hond-guus-inhaken-op-ade
Goal: Engage audiences during ADE
Claim: You candies, I cookies
Summary: Poow has introduced a campaign featuring their dog Guus during the Amsterdam Dance Event (ADE), aiming to connect with audiences through playful messaging and branded content.
Emilie Överdahl Becomes a Major Winner in This Year’s Edition of Sweden’s Best Marketing Managers
Goal: Strengthen the brand's positioning as a premium brand focused on sustainability and safety
Claim: Embracing the future with safety and reliability
Media: Documentary films from factories and test centers
Summary: Emelie Överdahl, leading Volvo Cars, has been named Sweden's Best Marketing Manager in 2026 after successfully rebranding electric cars while maintaining the brand's heritage. Her leadership resulted in a clear positioning towards sustainability and safety, which was reflected in the emotionally resonant EX60 launch campaign that tackled consumer range anxiety. The brand has effectively combined long-term image building with innovative marketing strategies.
How to Row a Boat with ‘Flag Thinking’: Insights into Creative Direction from Ryuuichi Tanaka of Yomiuri Advertising
Source: https://www.advertimes.com/20260925/article557855/
Goal: To create a strong branding identity that resonates with consumers
Claim: A good mix of Yebisu and Black Label qualities
Summary: Ryuuichi Tanaka, the Creative Director at Yomiuri Advertising, emphasizes the importance of a core concept called 'flag thinking' in creative direction. He shares insights about his experiences, including the branding campaign for Sapporo Beer’s 'GOLD STAR', which successfully utilized elements from two major brands to create a strong communication strategy.
Apple Music Revamps Visual Identity Inspired by Sound Waves
Goal: To strengthen brand personality through a direct link between sound and image
Claim: Null
Media: Streaming service content, event programming, advertising campaigns
Summary: Apple Music has introduced a new visual identity inspired by the vibrations of music, aiming to enhance the brand's personality by connecting sound with imagery. The project was developed by TBWAMedia Arts Lab in collaboration with music producer Fred Again and sound design company Nest Acoustics. The visual identity is based on transforming music into images by creating waves in mineral oil. The update includes a new logo and audiovisual signature to reflect the energy and dynamism of music, set to feature in original content, events, and advertising campaigns.
Creation from Circus Ramezani: Motel One Launches First Major Brand Campaign in Its History
Goal: Increase brand awareness
Summary: Motel One has launched its first significant branding campaign in history, aiming to enhance its visibility and recognition in the market. The campaign is managed by the agency Circus Ramezani.
Agency in Linz: Fredmansky Develops New Image Campaign for Hypo Oberösterreich
Goal: To enhance the brand image
Summary: The article discusses Fredmansky's development of a new image campaign for Hypo Oberösterreich, aimed at improving its brand perception in the market.
Droga5 appointed by New Zealand Olympic Committee for LA28
Goal: Strengthening the Team's brand presence ahead of the LA28 Olympics
Summary: Droga5 ANZ has been appointed by the New Zealand Olympic Committee to create a new campaign platform for the LA28 Olympics. The campaign aims to celebrate the pride and spirit of the New Zealand Team and will launch in July 2027, focusing on resonating deeply with New Zealanders and showcasing the Team on a global stage.
How the ‘Matsuken Mamire Amusement Park’ Was Created – Catch Visuals, Naming, Immersive Experiences, and Realization
Source: https://www.advertimes.com/20261009/article560142/
Goal: Increase social media engagement and brand visibility
Media: TVCM, WEB advertising, SNS
Summary: The article discusses the creation of the 'Matsuken Mamire Amusement Park' campaign, emphasizing the importance of catch visuals and catch naming to capture audience attention in a fast-paced media environment. It highlights the collaboration between the creative director and Yokohama Hakkeijima Sea Paradise, focusing on creating memorable experiences that evoke emotions and enhance shareability on social media platforms.
Papa John’s brings popular language to its brand for the launch of its ‘Father Dough’
Source: https://www.reasonwhy.es/actualidad/papa-johns-masa-padre-reinvencion-expresiones-populares
Goal: Introduce a new product with popular language
Summary: Papa John's is incorporating popular language into their brand as part of the launch of their new product, 'Father Dough'. The campaign emphasizes the need for a culture of risk in marketing to discover better ways to connect with consumers.
Gen Z perspectives: IMH’s new chapter, new moves and drinks with a twist
Goal: Encourage social connections and shared experiences
Summary: CHAGEE Singapore has launched a new campaign aimed at encouraging consumers to reconnect with friends through playdates, coinciding with the launch of its new chrysanthemum tea series.
Land O’Lakes CMO Reveals How To Sell Cultural Moments Fit For a Farm Co-op
Goal: Create a cohesive brand narrative across diverse business interests.
Summary: Land O’Lakes CMO Heather Malenshek discusses the company's diverse agricultural footprint beyond its well-known dairy products. During a session at ADWEEK's Brandweek event, she highlights the challenge of marketing a brand with varied interests and outlines the creation of the 'Rooted in Tomorrow' platform aimed at telling a cohesive story that connects different audiences across the cooperative.
Polestar Explores Driving Pleasure with Research
Source: https://www.resume.se/marknadsforing/kampanj/polestar-nordar-ner-sig-i-korgladje/
Goal: To explore the essence of driving pleasure
Media: YouTube
Summary: Polestar has launched a new miniseries called 'The Anatomy of Performance' in collaboration with researchers at Oxford to delve into what driving pleasure truly consists of. This four-part series aims to investigate how the body, brain, and mind experience driving, shifting the focus from traditional performance metrics to the emotional connection with driving. The campaign is a global branding initiative, releasing episodes weekly on their YouTube channel.
C4 announces ‘Instant Re4ch’ and positions itself as ‘distinct alternative choice’
Goal: Position C4 as a distinct alternative choice
Summary: C4 announced 'Instant Re4ch', aiming to present itself as a unique alternative option in the market during a recent event featuring speakers Rak Patel and David Amodio.
Just Eat Takeaway.com launches new brand platform ‘Stay Just Where You Are’, rooting the brand in meaningful moments
Goal: Connect with intimate and meaningful life moments
Claim: Did Somebody Say
Media: Short films, social media videos, OOH advertising
Summary: Just Eat Takeaway.com has launched a new global brand platform called 'Stay Just Where You Are', focusing on intimate moments in everyday life rather than celebrity endorsements. This campaign, developed with Vccp, highlights the brand's role in allowing joyful moments to continue uninterrupted. It features eight short films alongside additional content aimed at social media and OOH placements. The campaign aims to create a meaningful emotional connection while reinforcing a new visual identity and the memorable slogan 'Did Somebody Say'.
From the Winning Idea: A Vacation That Doesn’t End with Hotel Check-Out
Goal: Attract potential guests to a new resort before its opening
Claim: Lifetime vacation at Pical Resort
Media: Multilingual microsite
Summary: The campaign 'Win a lifetime vacation at Pical!' by Valamar Riviera aims to promote their new Pical Resort by offering a prize of 120 nights for two, encouraging visitors to perceive the resort as a long-term vacation destination. Despite being under construction during the campaign launch, the agency 404 / MYTY focused on the emotional ties of returning to a favorite vacation spot, positioning the resort in international markets. The simplicity of the promise of return resonated well with various audiences, enabling effective communication.
Portugal in Transformation
Source: https://www.imagensdemarca.pt/artigo/portugal-em-transformacao/
Goal: To reinforce proximity, authenticity, and future vision
Media: Content filmed in Porto
Summary: The article discusses the evolution of the tourism sector in Portugal amidst current global changes, highlighting a debate at the VIII Portuguese Tourism Summit. It also features Cofidis' new global rebranding campaign, emphasizing its commitment to proximity and future vision, depicted through scenes in Porto involving brand employees. Additionally, it mentions other promotional activities by brands such as Sagres and Purina within the Portuguese market.
Cdon Launches New Brand Concept with Save Our Souls and No Fish
Source: https://www.resume.se/marknadsforing/kampanj/cdon-utmanar-amazon-vill-att-du-ska-forvanta-dig-allt/
Goal: To clarify Cdon's brand image and offer
Claim: Expect Everything
Media: National cinema, subway, trams, digital platforms, selected takeovers
Summary: Cdon has launched a long-term brand concept in collaboration with agencies Save Our Souls and No Fish, aiming to establish clarity around its offerings under the slogan 'Expect Everything'. The campaign includes the introduction of characters called 'Cdon-lings' in a playful universe, with plans for frequent and rapid execution of new campaigns leveraging AI production.
1 Like = 1 Puchi, Over 25,000 Confirmed – Putiputi Corporation’s SNS Campaign is a Great Success
Source: https://www.advertimes.com/20261002/article559682/
Goal: Increase brand recognition after name change
Claim: 1 Like ❤ = 1 Puchi
Media: Social Media (X), Keyboard app collaboration
Summary: Putiputi Corporation, formerly known as Kawakami Industries, launched a social media campaign where each like on a post equates to a 'Puchi' being popped. As of October 2, the post received around 26,000 likes and numerous comments. Additionally, the company collaborated with the keyboard app Simeji to offer themed keyboard skins and special effects, aiming to integrate their product identity with their brand name. This initiative supports their effort to enhance recognition following their name change and merge product branding with corporate identity.
My Home
Goal: Create a cozy sound for brand recognition
Summary: Austrian songwriter David Slomo has composed a 'cozy' sound for Fini's Feinstes, which aims to enhance the brand's connection with its audience through music that evokes a sense of home.
SAS launches new brand platform for 80th anniversary
Source: https://www.resume.se/kommunikation/varumarke/har-ar-sas-nya-slogan/
Goal: To highlight Scandinavian values and perspectives internationally
Claim: Scandinavian as standard
Summary: SAS has launched a new brand platform in connection with its 80th anniversary, showcasing Scandinavian values and perspectives under the tagline 'Scandinavian as standard'. The campaign aims to reflect SAS's role as a link between the region and the world, promoting ideas and values that are worth sharing globally.
Redesign: This is the new brand appearance of the Rewe Group
Goal: To showcase the new brand identity
Summary: The article discusses the new brand identity of the Rewe Group, detailing the visual and strategic changes implemented in their marketing approach.
F&F invites shoppers to take a break with coffee-inspired activation
Goal: Invite shoppers to take a break
Summary: F&F has launched a coffee-inspired activation created by agency N2O, aimed at inviting shoppers to take a break and enjoy the experience.
From ‘Creative Expression’ to ‘Corporate Culture Creation’: The Future of Branding that Accompanies Companies
Source: https://www.advertimes.com/20261001/article558638/
Goal: To design the relationship between brands and consumers through experience and maximize brand value.
Claim: Creating a future-oriented corporate culture.
Summary: CyberAgent has launched a new creative organization called 'NEW GREEN', which focuses on designing the relationship between brands and consumers through experiences, leveraging advanced technologies like AI, and collaborating with external creators across various fields. The initiative aims to solve complex corporate challenges and emphasizes the importance of a deep, active partnership between clients and agencies, moving beyond passive advertising approaches.
Mark’s looks beyond workwear with new brand platform
Source: https://strategyonline.ca/2026/09/28/marks-better-everyday/
Goal: Broaden brand identity beyond workwear
Summary: Mark's is launching a new brand identity and platform to expand its role beyond its traditional workwear heritage, aiming to better reflect the lifestyle of modern Canadians.
From Winning Ideas: Every Decision Must Have Its Place
Goal: To build trust in the event and bring European standards to Zagreb.
Media: KIOSK newspapers, event experience
Summary: The KIOSK Branding Conference aimed to establish a trustworthy brand before its first edition by creating a unique experience that focused on concept and audience engagement rather than traditional sponsorships. This approach earned the conference several awards and highlighted the importance of long-term commitment to building a brand prior to its launch, ultimately leading to sold-out attendance.
New Image, Same Flavor (Coca-Cola Renews Its Iconic Brand Identity)
Goal: To refresh visual identity while maintaining brand legacy
Claim: New image, same flavor
Summary: Coca-Cola has introduced a visual identity renewal aimed at unifying the branding of Coca-Cola Original and Coca-Cola Zero Sugar while ensuring a clear differentiation between the two. This change emphasizes the iconic red color and includes new design features, while keeping the beverage formulas unchanged. The shift comes as Coca-Cola FEMSA launches a new can line in Uruguay, representing a blend of heritage and future aspirations.
Midea introduces ‘Simply Ideal’ with global brand film
Goal: Translate brand philosophy into a message for consumers worldwide
Claim: Ideal living should not feel complicated
Media: Film
Summary: Midea introduced its new brand philosophy 'Simply Ideal' with a global brand film created by F5 Shanghai. Launched on September 5 during IFA 2026 in Berlin, the philosophy focuses on simplicity and ease of use. The film aims to convey that technology in the home should make daily life easier, emphasizing user experience. Advanced technology, artificial intelligence, and engineering form the foundation, while comfort and convenience are prioritized.
UDC and R&R launch new national brand campaign
Source: https://stoppress.co.nz/campaigns/udc-and-rr-launch-new-national-brand-campaign/
Goal: To celebrate and make visible UDC's contribution to New Zealand business
Claim: If it moves our country forward, we’re behind it
Media: Filming across various locations including forests and urban areas
Summary: UDC has launched a new national brand campaign with agency R&R that highlights vehicles and machinery essential to New Zealand's progress. With a slogan emphasizing UDC's support for various industries, the campaign showcases the company's role in financing assets for businesses, using UDC Blue as a recurring visual metaphor. Directed by Alex Sutherland, the production involved multiple filming locations across the country.
Comma Entertainment rebrands as Comma Communications
Source: https://www.marketing-interactive.com/comma-entertainment-rebrands-as-comma-communications
Goal: Increase brand visibility and engagement on social media
Media: Social media, YouTube
Summary: Comma Entertainment has rebranded as Comma Communications to reflect its broader scope of work in marketing beyond entertainment. The agency, which started in 2015 with two employees, has grown to a 40-person operation and reported significant revenue growth. The name change aims to redefine the agency's identity and capabilities in supporting both outbound marketing for Korean brands and inbound marketing for foreign brands. Notably, the agency has managed global social media accounts for HiteJinro's Jinro soju, significantly boosting its online presence.
Siddharth Taparia’s Strategy for Transforming Globally Fragmented JLL Into a Unified Marketing Force
Goal: To build a unified marketing organization and improve brand positioning.
Claim: See a Brighter Way
Media: Website
Summary: Siddharth Taparia, the CMO of JLL, implemented the 'See a Brighter Way' initiative to unify the company's fragmented marketing approach and enhance brand visibility through a single website. This initiative aims to demonstrate how JLL can provide better solutions to clients, aligning performance metrics with overall company effectiveness, resulting in significant revenue growth.
How Jake From State Farm Became Advertising’s Most Famous Neighbor
Goal: Increase relevance to consumers
Claim: Jake is the 'good neighbor'
Summary: The article discusses how State Farm's character Jake has become a cultural icon through strategic branding efforts. Patty Morris, head of brand at State Farm, emphasizes that while the company has long-standing brand awareness, the key challenge was ensuring relevance in the minds of consumers, as insurance is not a daily consideration for most people.
Zoom and Colin Jost Make the Case for B2B Comedy
Goal: To expand brand recognition beyond video conferencing.
Summary: Zoom has partnered with Colin Jost and his production studio No Notes to create comedically-driven marketing content that positions the brand beyond just video calls. The company's marketing strategy focuses on engaging audiences through humor, leveraging Zoom's established cultural presence, and trusting the vision of Jost's creative team.
Maybelline reimagines its iconic jingle with Canadian voices
Source: https://strategyonline.ca/2026/09/17/maybelline-power-of-maybe/
Goal: To reimagine the iconic jingle with original songs by Canadian artists
Claim: Maybe she's born with it
Media: YouTube
Summary: Maybelline New York Canada is reimagining its famous jingle by featuring four Canadian artists who will contribute original songs based on the phrase 'Maybe she's born with it'.
Immowelt CMO Frida Elisson: When AI Should Be Used and When Human Made is a Must
Goal: Shift focus from performance to brand marketing
Claim: Human emotions are the fuel for our brand and communication
Summary: Frida Elisson, CMO of Immowelt, discusses the importance of combining human emotion with AI in marketing, emphasizing the recent campaign 'Irgendwie, irgendwo, irgendwas' which features a reworked version of a Nena song. The campaign signifies a strategic shift from performance-based to brand-focused marketing under a newly established team within Immowelt.
The first action of the agreement between Netflix and AB InBev: Stella Artois and the series ‘The Gentlemen’
Goal: Enhance brand visibility through partnership with content.
Summary: The article discusses the collaboration between Netflix and AB InBev involving the Stella Artois brand and the series 'The Gentlemen'. This partnership aims to elevate the visibility of Stella Artois within the context of the series, leveraging entertainment to engage audiences.
TotalEnergies takes a step in its strategy with Totie as the new brand asset
Goal: Introduce a new brand character
Summary: TotalEnergies has taken a significant step in its strategy by introducing Totie as a new brand character, enhancing its branding efforts.
Interrail presents the new brand platform with the story entrusted to 30 creators
Goal: Highlight the transformative power of travel
Claim: Travel changes your perspective on the world
Media: Social media, video content
Summary: Interrail has unified its brands Eurail and Interrail under a global brand platform called 'The Interrail Effect', which showcases the transformative impact of train travel through the experiences of 30 diverse content creators. Collaborating with agencies We Are Pi and Butterfly Effect, the campaign features a series of unfiltered travel diary shorts to promote train travel's unique advantages. A survey found that 70% of Interrail customers felt that traveling has changed their outlook on the world significantly.
Building Tomorrow Together: BIL Deploys Its New Brand Platform with Lola
Goal: To launch a new brand platform
Summary: The article discusses BIL's new brand platform deployment in collaboration with agency Lola, aiming to shape the future together.
Tabby unveils new brand identity, created in collaboration with Ragged Edge
Source: https://campaignme.com/tabby-unveils-new-brand-identity-created-in-collab-with-ragged-edge/
Goal: To reflect the evolution of Tabby into a complete money app.
Claim: Reclaiming power over money.
Summary: Tabby, a financial services app in the Middle East, has launched a new brand identity in collaboration with the London-based agency Ragged Edge. This rebranding reflects Tabby's transformation from a payment solution to a comprehensive money management app, supporting over 25 million customers in the region.
Hot Mustard Wins Urban Homes Account
Source: https://stoppress.co.nz/partner-articles/hot-mustard-wins-urban-homes-account/
Goal: To differentiate the Urban Homes brand and support future growth
Claim: Experience matters
Media: Brand video content, Country Living magazine, Google, social media, programmatic video
Summary: Hot Mustard has been appointed as the marketing partner for Urban Homes, leading brand, creative, media, and digital activities. The launch of their new campaign, 'Experience Matters', features former All Blacks captain Sam Cane and aims to showcase Urban Homes' extensive building industry experience while employing a targeted digital strategy.
5 ‘Think you know 5? Think again’
Goal: Challenge viewers' perception of the public service network
Media: film
Summary: Channel 5, rebranded as '5', launches a campaign featuring a one-minute film designed to alter how viewers perceive the public service network.
National Lottery Launches ‘You’ll See The Signs’ Campaign with Folk VML
Goal: To promote changes to the Lotto and create excitement about increased winning odds.
Claim: You’ll See The Signs
Media: TV, AV, outdoor, radio, social
Summary: Folk VML launched a campaign for the National Lottery titled 'You’ll See The Signs' to support major changes to Lotto, including improved jackpot odds and a new Monday draw. The campaign aims to showcase how more Lotto winners might manifest in everyday life, engaging consumers emotionally before explaining the mechanics of the changes.
Interrail Unifies Its Brands with ‘The Interrail Effect’
Source: https://pub.be/fr/interrail-unifie-ses-marques-avec-the-interrail-effect/
Goal: Unify brand identity
Summary: Interrail is unifying its brands under the campaign 'The Interrail Effect'. This campaign aims to create a cohesive brand identity for the company.
Movistar Estudiantes and Havas Turn Club Resilience into 30 Millimeters of Steel
Goal: To showcase the resilience and history of the club.
Claim: Estudiantes is 'indestructible'.
Media: Live presentation, film documentation.
Summary: Movistar Estudiantes transformed its club's resilience into a tangible symbol by creating a club emblem made of 30 mm thick steel. This campaign, developed by Havas Creative Spain, connects the club's nearly 80-year history of hardships with its unyielding identity, showcasing how the emblem withstands physical damage as a reflection of the club's endurance. The emblem was revealed live on September 9, allowing attendees to see how much impact it can withstand.
Benjamin Simon and Dirk Schuster: Technical Skill is the Foundation. Taste Makes the Difference
Goal: To create a distinct visual identity for Xbox Design Lab.
Claim: Technical skill is the foundation; taste makes the difference.
Media: Visual content in various formats
Summary: Benjamin Simon and Dirk Schuster, co-founders of the studio FOREAL, discuss the importance of a recognizable creative identity in a visually saturated industry. They highlight their success with the Xbox Design Lab Originals campaign, which won seven Cannes Lions, including the Grand Prix for Creative eCommerce. They emphasize the need for ongoing creative evolution while maintaining their distinctive style and identity.
Niceboy is changing. Alongside headphones, it bets on hair dryers and vacuum cleaners.
Goal: To present Niceboy as a broader technology brand for everyday life and disrupt the strong association with audio products.
Media: Musical spot
Summary: Niceboy's campaign 'Hello, this is Niceboy' aims to reshape the perception of the brand beyond just headphones and speakers, introducing hair dryers and robotic vacuum cleaners. Post-campaign research indicates an expanding brand perception in the Czech Republic, with significant increases in consideration for personal care products and robotic vacuums. The campaign's success is marked by higher brand consideration across multiple categories, though actual sales impact will be monitored in subsequent months.
Oliveira da Serra takes a giant olive oil bottle to the streets of Lisbon and Porto
Goal: To promote the new Squiz oil format through a physical experience.
Claim: Just squeeze to get the right amount of oil.
Media: Public activation in Lisbon and Porto, Metro stations.
Summary: Oliveira da Serra launched a large-scale activation in Lisbon and Porto to present their new squeeze oil format called Squiz. The campaign transforms the act of squeezing the bottle into a physical experience, featuring a giant bottle installation that surprises passersby with water spraying in Lisbon, while adapting to an indoor setting in Porto. The initiative aims to convey the ease and precision of using the new oil format, encouraging consumers to use it outside the kitchen.
Hot Mustard wins Urban Homes account
Source: https://stoppress.co.nz/news/account-wins/hot-mustard-wins-urban-homes-account/
Goal: To differentiate Urban Homes and establish a strong foundation for future growth
Claim: Experience matters
Media: brand videos, Country Living magazine, digital strategy spanning Google, social and programmatic video
Summary: Hot Mustard has been appointed as the marketing partner for Urban Homes, leading their brand and digital activities. The first major campaign, 'Experience matters', features former All Blacks captain Sam Cane and showcases Urban Homes' extensive experience in the building industry. The campaign includes new brand video content and a targeted digital strategy.