Welcome to the automated Brand Tracker diaries.
Orange Belgium groups its sports offers under Orange Sports
Source: https://pub.be/fr/orange-belgium-regroupe-ses-offres-sportives-sous-orange-sports/
Goal: To consolidate sports offers under a single brand.
Summary: Orange Belgium is regrouping its sports offerings under the unified brand 'Orange Sports', aiming to simplify and enhance its service for sports fans.
Nikka Whisky’s Taketsuru Pure Malt Brand Advertising at Cannes Lions 2026 Expresses ‘Encounter of Personalities’
Source: https://www.advertimes.com/20260731/article552601/
Goal: To express the beauty of different personalities coming together
Media: tabloid advertisement
Summary: The flagship brand of Nikka Whisky, Taketsuru Pure Malt, has won multiple awards at Cannes Lions 2026 for its branding project 'dear difference', which embodies the theme of diversity through contrasting malt personalities. A limited-time bar, 'The TAKETSURU experience', is set to open in December 2025, immersing guests in the world of Taketsuru. The campaign features handcrafted dots symbolizing elements of the whisky, aiming to highlight the beauty created by embracing differences.
Font Strategy that Balances Branding and Efficiency
Source: https://www.advertimes.com/20260731/article551724/
Goal: To enhance design efficiency and branding consistency through a customized font solution
Claim: Fonts are a critical element supporting branding and daily operations
Summary: The article discusses the development of a customized font, 'AXIS SUNTORY TP', for Suntory Holdings to improve design efficiency and branding consistency. Developed by Type Project in collaboration with Suntory's in-house design team, the font addresses practical needs such as readability and aesthetic quality, significantly increasing design work speed and reducing queries about label readability. The development process took only five months, and the font has successfully established a stable quality in product labeling.
Coo’ee signs the campaign for the 80th anniversary of ASAT
Goal: To celebrate the 80th anniversary of ASAT and enhance its identity in Trentino tourism.
Claim: Viva Ospitalità
Media: Annual convention, celebratory merchandising, social media communication, docufilm
Summary: Coo’ee has developed a communication project for the 80th anniversary of ASAT, the Association of Hoteliers and Tourism Businesses of the Province of Trento. The agency undertook a light rebranding of the association's logo, created a celebratory mark for the anniversary, and developed the creative concept 'Viva Ospitalità' to narrate ASAT’s role in Trentino tourism. The concept has been applied in the annual convention, celebratory merchandise, and social media communication. Additionally, a 12-minute docufilm documenting ASAT’s history and evolution, featuring testimonials and archival materials, is part of the project.
Dialog with the Next Generation Starting from ‘What is a Card?’ Insights and Thoughts from JCB at the Advertising Award
Source: https://www.advertimes.com/20260730/article550698/
Goal: Engage with the younger generation and gather insights
Claim: Shopping is an emotional value
Media: Television commercials, online communication
Summary: JCB, Japan's only international credit card brand, aims to connect with younger generations through their sponsorship of the Advertising Award's high school category. The initiative seeks to create contact with teens and gain insights on their perceptions of credit cards and the JCB brand. By engaging young participants in the contest, JCB aims to understand and redefine their brand value while fostering a collaborative dialogue.
Turning Players into Butterflies: ACB’s Strategy to Generate Notoriety for Liga U
Source: https://www.reasonwhy.es/actualidad/acb-estrategia-comunicacion-liga-u-campana-capullos
Goal: Generate notoriety for Liga U
Summary: The ACB is implementing a strategy to convert players into butterflies in order to increase awareness of their Liga U. They acknowledge that there are good aspects but expressed skepticism about investing in social media.
Beefeater 0.0 recreates the iconic ‘Virtual Insanity’ with Jamiroquai in new global campaign
Goal: Promote moderate consumption through non-alcoholic offerings
Claim: Choosing a non-alcoholic alternative doesn't mean sacrificing fun
Media: Digital platforms, social media, points of sale
Summary: Beefeater 0.0 launched a new global campaign in collaboration with Jamiroquai, recreating the iconic 'Virtual Insanity' music video to commemorate its 30th anniversary. The initiative promotes moderate consumption through its non-alcoholic options, featuring Jay Kay humorously reaching for a bottle of Beefeater 0.0. The campaign is aimed at reinforcing the visibility of its alcohol-free range to new audiences.
Škoda Transformed Silence into Its New Recognition
Source: https://www.media-marketing.com/vijesti/skoda-je-pretvorila-tisinu-u-svoju-novu-prepoznatljivost/
Goal: Raise awareness of the correct pronunciation of the brand name
Claim: Shhhkoda
Media: Outdoor advertising, social media, print, PR, influencer activities, television
Summary: Škoda UK launched the 'Shhhkoda' campaign to emphasize the correct pronunciation of its brand name, utilizing the Czech diacritic above the letter Š to create a memorable communication system. The campaign features a long 'Shhhhhhh' sound across various media platforms and cleverly integrates it with practical vehicle features and spaciousness in advertisements. The central film follows the propagation of the pronunciation, while social media content highlights practical details of Škoda's models.
Why would a recognisable brand like Coca-Cola need a refresh?
Source: https://www.marketing-interactive.com/why-would-a-recognisable-brand-like-coca-cola-need-a-refresh
Goal: Ensure brand consistency across various markets
Claim: One recognisable brand experience
Summary: Coca-Cola has introduced a global visual identity refresh aimed at creating a clearer and more consistent brand experience across over 200 markets. This subtle update reinforces the brand’s core elements rather than reinventing them, highlighting the importance of maintaining brand equity in a competitive landscape.
Seller of Sofas Phase Expands. Transforms Visual Identity and Completes Strategic Transformation
Goal: To modernize branding and expand market presence in the furniture sector.
Claim: Home of Comfort
Summary: Phase is modernizing its portfolio and marketing strategy while expanding its presence in the Czech Republic and Slovakia. The company opened a new store in Brno and aims to accelerate growth, establish itself as a leader in the fragmented furniture market, and connect closely with customers through a new visual identity emphasizing comfort. CEO Ondřej Bacík and Marketing Director Michaela Valuchová emphasize the importance of quality products and simplifying the purchasing process for customers.
Coca-Cola reinforces global visual identity with new image for over 200 markets
Goal: To create a consistent visual identity across all consumer touchpoints
Claim: New Image. The Same Flavor
Media: Digital platforms, packaging, retail
Summary: Coca-Cola is implementing a new global visual identity system to reinforce iconic brand elements and create a more consistent consumer experience across more than 200 markets, including Portugal. The campaign titled 'New Image. The Same Flavor' aims for every expression of the brand to be instantly recognizable as Coca-Cola. The transition will occur gradually, allowing the old and new designs to coexist temporarily as the products are distributed. A new Brand Center and design tools have been developed to support this implementation, with creative collaboration from multiple agencies.
Barcaffè Received Superbrands Croatia 2026 Status
Source: https://www.media-marketing.com/vijesti/barcaffe-dobio-status-superbrands-croatia-2026/
Goal: To establish trust and quality in the coffee market
Claim: Superbrands Croatia recognition reflects the trust built with consumers
Summary: Barcaffè has been awarded the status of Superbrands Croatia 2026, a recognition given to brands with significant market strength, reliability, and long-term consumer trust. This decision is based on evaluations from an independent expert council and consumer research. The recognition follows over five decades of Barcaffè's presence in the regional market, offering over 40 products, including ground coffee, beans, espresso, and cappuccino drinks. Marketing Director Tihana Vujčić stated that this recognition confirms their ability to grow alongside coffee lovers and emphasizes their commitment to producing quality products and experiences. Additionally, Barcaffè has invested in product traceability and sustainable packaging, being one of the first brands in the regional coffee industry to implement blockchain technology for product origin tracking. The brand also focuses on developing the barista scene through education and competitions.
The Recipe of KFC to Build Brand (Beyond Chicken)
Goal: To transform brand communication and build a recognizable identity.
Media: Cannes Lions, Podcast
Summary: KFC Spain shared insights at Cannes Lions on how the brand shifted its strategy during challenging times, particularly during the pandemic, to view audience fragmentation as an opportunity for brand development across various touchpoints. This transformation has solidified KFC's status as a creative leader in branding within Spain and beyond.
Lifebrands: With this model, Kubrik makes brands the obvious choice
Goal: To make brands the obvious choice for consumers.
Claim: Brands as a natural choice
Summary: The article discusses how Kubrik's 'Lifebrands' model is designed to position brands as a natural selection for customers, integrating them into everyday choices seamlessly.
Sealord argues Kiwis should be louder about their love for fish
Source: https://stoppress.co.nz/campaigns/sealord-argues-kiwis-should-be-louder-about-their-love-for-fish/
Goal: Encourage New Zealanders to be prouder about their love for fish.
Claim: Hold that fish high and proud.
Media: TV, digital, social, out of home
Summary: Sealord has launched a new long-term brand platform called 'We love fish' to encourage New Zealanders to embrace their love for fish despite social and practical barriers. The campaign features a launch film directed by Damien Shatford, depicting a skipper on a mission to combat the issue of 'fishame', where people feel guilty about eating fish in public. The campaign aims to normalize fish consumption and includes a variety of media channels across the nation.
AMF’s Retro Rebrand Aims to Win Over Gen Z Without Losing the League Crowd
Goal: Capitalize on nostalgia among millennials and Gen Z
Claim: A retro, midcentury modern vibe
Media: Social channels and physical bowling alleys
Summary: AMF has launched a comprehensive brand refresh aiming to attract millennials and Gen Z by embracing nostalgic elements from the past. With the help of the agency DoBad, AMF has updated its logo, slogan, and decor to create a retro experience across its bowling alleys.
Campaign Trail: Yeti spells out consumer passions with four-letter words
Goal: To articulate and expand Yeti's brand appeal beyond traditional outdoor enthusiasts
Claim: Yeti is for people who are irrationally committed to something
Media: 60-second anthem film, short films, out-of-home advertising, mobile billboards, retail stores
Summary: Yeti has launched a new campaign called 'Four Letters' in collaboration with Wieden + Kennedy Portland, shifting its focus from just outdoor sports like hunting and fishing to encompass a broader audience passionate about various pursuits. The campaign features a montage film and brand ambassador spots, highlighting the brand's minimalist philosophy and commitment to showcasing real passion.
Jean Bâton unveils Poster Bonanza with eighteen different posters
Source: https://www.adformatie.nl/creatie/campagnes/jean-baton-houdt-reclameposter-bonanza
Goal: To promote the brand through diverse posters
Media: Posters
Summary: Jean Bâton has launched a campaign featuring eighteen different posters under the title 'Reclâmeposter Bonânzâ'. This initiative aims to enhance brand visibility through a variety of designs.
Dark Horses scoops Lucozade creative account
Source: https://www.campaignlive.co.uk/article/dark-horses-scoops-lucozade-creative-account/1965159
Summary: Dark Horses has been awarded the creative account for Lucozade and will be responsible for launching the brand's new masterbrand platform.
There is a lot of Algarve in Delta
Goal: Celebrate the entrepreneurial spirit and authenticity of Algarve's identity.
Claim: The Algarve is much more than a destination.
Media: outdoor, digital, cinema
Summary: Delta Cafés has launched a new phase of its regional campaign 'Há muito… em Delta,' focusing on the Algarve region. The campaign aims to celebrate the entrepreneurial spirit, authenticity, and traditions that define the Algarve, highlighting local stories and activities such as fishing and saltwork. It positions coffee as a connection point for moments of pause and sharing, emphasizing values of hospitality and community.
Michael Page presents a new brand identity and unifies all areas of business
Goal: Simplify client and candidate experience
Media: Digital platforms, communication materials
Summary: Michael Page has announced a new brand identity that integrates all recruitment and outsourcing services of PageGroup under a single global designation. This change aims to simplify the experience for clients and candidates, reflecting a more integrated service offering. It coincides with Michael Page's 50th anniversary and features a contemporary visual identity developed in collaboration with creative agency Dragon Rouge. The new brand will be implemented gradually across various media over the coming months.
Coca-Cola Changes Its Visual Image Worldwide (and the Cans and Bottles You Buy in Uruguay Will Look Different)
Goal: To make Coca-Cola products unmistakably recognizable worldwide
Claim: Coca-Cola is one of the most recognized brands in the world
Media: Digital experiences, packaging
Summary: The Coca-Cola Company launched a global visual identity refresh that is being rolled out in Latin America, including Uruguay, enhancing the iconic red and white palette, emphasizing its historic Spencerian typography, and introducing more prominent branding for Coca-Cola Zero Sugar. The aim is to ensure consistency and clarity in the brand's appearance across over 200 markets.
Campaign Middle East 40 Over 40 2026: Ali Zein, Saatchi & Saatchi Middle East – Campaign Middle East
Source: https://campaignme.com/campaign-middle-east-40-over-40-2026-ali-zein-saatchi-saatchi-middle-east/
Goal: To promote strategic roaming packages and enhance business performance.
Summary: Ali Zein of Saatchi & Saatchi Middle East has been honored in Campaign Middle East’s 40 Over 40 list for his significant contributions to the brand and marketing industry. He played a key role in the transformation of e&’s brand from 'Together Matters' to 'Go for More', leading successful campaigns such as 'Roam Like Home' and 'Your Rules, Your Choice' that addressed challenges in the postpaid category and delivered strong business results.
Wrap Up Cannes Lions 2026: Human Creativity, the Biggest Differentiator Against a Possible ‘Tsunami of Mediocrity’
Goal: Highlighting the importance of creativity in branding and organizational culture.
Claim: Human creativity as a competitive differentiator.
Media: Festival presentations, global discussions.
Summary: The Cannes Lions 2026 emphasized that human creativity is the key competitive advantage in the context of increasing technology and artificial intelligence. The festival showcased how brands like AB InBev are integrating creativity into their organizational culture, positioning it as a strategic tool for growth. The event also warned against the risks of AI homogenizing creativity, stressing the importance of creative friction and the continued role of branding principles amidst technological advancements.
From Rome to NY: Pinsa Becomes a Global Category
Goal: Establish the pinsa category in international markets
Claim: Pinsa Romana offers a distinctive culinary experience
Media: Public displays, influencer engagement
Summary: A peaceful group of Roman legionaries in New York presented Pinsa Di Marco to locals and visitors as part of a campaign aimed to promote the pinsa internationally, starting from the strategically important New York market. The initiative coincided with National Pinsa Day and is part of the company’s broader strategy to establish the pinsa as a recognized category distinct from traditional pizza. The goal is to create a new way of interpreting Italian tradition that is contemporary, versatile, and meets modern consumer needs.
Canva Launches a Second Version of Its Vibe Coding System
Goal: To enhance user experience with a new coding framework
Summary: Canva has launched a second version of its vibe coding system, designed to improve user interaction and design capabilities within the platform.
A fictional agony aunt is at the heart of Tinder’s first rebrand since 2017
Source: https://www.campaignasia.com/article/tinder-rebrand/4bbpzkbbbgb1y2apydz3awc7cz
Goal: To rebrand Tinder since its last update in 2017
Summary: Tinder has undergone its first rebrand since 2017, with design studio Porto Rocha leading the efforts. The campaign aims to refresh the brand's image.