Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Kalshi’s Latest Celeb Play Sends Marshawn Lynch Into Full Beast Mode

Brand: Kalshi

Campaign: Beast Mode

Source: https://www.adweek.com/creativity/kalshis-latest-celeb-play-sends-marshawn-lynch-into-full-beast-mode/?itm_source=parsely-api&itm_source=homepage&itm_medium=most-shared-center&itm_campaign=1

Goal: To promote Kalshi's platform using celebrity endorsements

Claim: Kalshi unlocks your inner Beast Mode

Media: Television

Summary: Kalshi has launched a new advertisement featuring NFL star Marshawn Lynch, who transforms into a superhero-like persona in a humorous scenario at a convenience store. The campaign emphasizes Lynches's iconic 'Beast Mode' catchphrase while integrating celebrity culture into advertising, aiming to resonate with fans during the NFL season. The ad showcases Lynch's charisma and comedic talent, highlighting Kalshi's innovative approach to marketing.

France

Brad Pitt Finds His ‘Perfetto’ Coffee with De’Longhi

Brand: De’Longhi

Campaign: Perfetto

Source: https://www.cbnews.fr/marques/brad-pitt-trouve-son-cafe-perfetto-avec-longhi

Goal: Show the versatility of De’Longhi coffee machines

Claim: Your coffee, your way. Always perfetto.

Media: Social media, television

Summary: Brad Pitt features in a new De’Longhi campaign directed by Spike Jonze, highlighting the experience of making coffee at home with their new machine. The humorous ad shows Pitt enjoying a cold cappuccino among his dogs, emphasizing personalized coffee experiences. The campaign launched globally on September 10 and will be promoted on French social media and television.

advertising Celebrity endorsement Coffee

Italy

C.P. Company Champions Roberto Baggio for the Fall/Winter 026 Campaign

Brand: C.P. Company

Campaign: Fall/Winter 026

Source: https://brand-news.it/brand/persona/abbigliamento/cp-company-roberto-baggio-protagonista-della-campagna-fall-winter-026/

Goal: To connect Roberto Baggio's story with the brand's heritage

Media: Out of home advertising, magazines

Summary: Roberto Baggio is the protagonist of the new Fall/Winter 026 campaign for C.P. Company, connecting his journey with the brand's history through shared themes of perseverance, discipline, and daily work. The campaign features an encounter between Baggio and Lorenzo Osti, showcasing the brand's archive and linking their stories in the city of Bologna. The campaign is rolling out in two publications with a focus on out-of-home advertising.

Celebrity endorsement fashion campaign sportswear

Sweden

Erik Winell: The Sweeney Campaign is a Reproduction of Objectifying Logic

Brand: betting company

Campaign: Sweeney Campaign

Source: https://www.resume.se/opinion/kronika/en-effektiv-maskin-for-att-fa-internet-att-explodera/

Goal: Promote a betting company

Summary: The article discusses how Sydney Sweeney's provocative campaign for a betting company overlooks the company's branding and perpetuates objectifying logic in marketing. Erik Winell emphasizes the need for the industry to be more critical of such approaches.

advertising Celebrity endorsement objectification

Global

Kalshi’s Latest Celeb Play Sends Marshawn Lynch Into Full Beast Mode

Brand: Kalshi

Campaign: Beast Mode

Goal: To promote Kalshi's platform using celebrity endorsements

Claim: Kalshi unlocks your inner Beast Mode

Media: Television, Online

Summary: Kalshi's latest advertising campaign features NFL star Marshawn Lynch transforming into a superhero in a convenience store setting while promoting the platform. The campaign aims to leverage Lynch's iconic 'Beast Mode' persona as it showcases him in everyday situations. The ad was created by the agency es muy good and is timed for the NFL season kick-off.

advertising campaign Celebrity endorsement NFL

Global

Gap’s Bet on Hailey Bieber and Other Culture-Driven Ads Pay Off, Even as Parent Company’s Sales Drop

Brand: Gap

Campaign: Collaboration with Hailey Bieber and culture-driven advertising

Source: https://www.adweek.com/commerce/gap-hailey-bieber-culture-driven-ads-parent-sales-drop/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=6

Goal: To increase brand visibility and sales through celebrity collaboration

Summary: Gap Inc. showed a mixed financial performance in their second quarter, with a notable 9% increase in net sales for Gap, attributed to their culture-driven advertising campaigns featuring Hailey Bieber. Despite a decline in parent company's overall sales, Gap's targeted marketing approach has proved effective.

advertising Celebrity endorsement fashion marketing

Japan

“Selling too much, not selling” Sho Sakurai × ‘Recovery Wear’, a ‘strongest tag’ between popular entities leads to website outcry TENTIAL ‘BAKUNE’ faces the wall of ‘too much selling’

Brand: TENTIAL

Campaign: BAKUNE × 櫻井翔 Collaboration Model

Source: https://www.advertimes.com/20260820/article554381/

Goal: Manage overwhelming demand for a collaborative recovery wear model

Media: Web advertising, TV commercials, social media

Summary: TENTIAL's collaboration model of recovery wear 'BAKUNE' with talent Sho Sakurai experienced overwhelming access, leading to reservation sales being halted due to server issues. The demand for this product soared following Sakurai's continued popularity post his group's activities and the overall growth of the recovery wear market. After facing access surges, TENTIAL announced a postponement of sales planned for August 18, with plans to resume sales later.

Celebrity endorsement collaboration fashion recovery wear

The marketing director of Calvin Klein talks about how to manipulate the algorithm and adopt an entertainment-focused mindset

Brand: Calvin Klein

Campaign: Dakota Johnson Collaboration

Source: https://www.adlatina.com/marketing/el-director-de-marketing-de-calvin-klein-habla-sobre-cmo-manipular-el-algoritmo-y-adoptar-una-mentalidad-centrada-en-el-entretenimiento

Goal: Increase sales and engagement through viral content

Media: Podcast, Social Media

Summary: Calvin Klein's provocative campaign featuring Dakota Johnson this year successfully boosted female product sales and engagement. Global Marketing Director Jonathan Bottomley discussed how the brand uses a focus on entertainment to create viral content that resonates with younger consumers.

Celebrity endorsement fashion Viral Marketing

Spain

Lola Índigo stars in Nescafé’s campaign to promote iced coffee

Brand: Nescafé

Campaign: Hack it!

Source: https://ipmark.com/lola-indigo-protagoniza-campana-nescafe-impulsar-cafe-frio/

Goal: Encourage consumers to experiment with coffee recipes

Claim: Hack it!

Media: Social media, digital content

Summary: Nescafé has launched a new digital campaign featuring artist Lola Índigo to promote its Espresso Concentrate, a liquid concentrate designed for quickly making customizable iced coffee at home. The campaign, titled 'Hack it!', encourages consumers to experiment with different coffee recipes and aims to connect with Generation Z, who value authenticity and personalization. The strategy highlights Lola Índigo's image as an innovative artist and will be disseminated across various digital platforms during the summer.

Celebrity endorsement digital marketing Iced coffee