Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Dunkin’ Answers the Sixth Spice Girl Mystery With Pumpkin Spice

Campaign: Dunkin’ Answers the Sixth Spice Girl Mystery With Pumpkin Spice

Source: https://www.adweek.com/creativity/dunkin-answers-the-sixth-spice-girl-mystery-with-pumpkin-spice/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=8

Goal: Promote pumpkin spice products and engage consumers

Claim: Pumpkin Spice as the sixth member of the Spice Girls

Media: Television, Social Media

Summary: Dunkin's new fall ad campaign humorously introduces a fictitious sixth member of the Spice Girls, Pumpkin Spice, played by Rachel Dratch, as part of a promotional push for their pumpkin-flavored products, including a free medium pumpkin spice latte with a qualifying purchase.

Global

Old Navy is rewiring its marketing strategy after summer traffic bust

Brand: Old Navy

Campaign: Most Wanted Denim

Source: https://www.marketingdive.com/news/old-navy-is-rewiring-its-marketing-strategy-after-summer-traffic-bust/829053/

Goal: Increase brand visibility and drive traffic

Claim: Building Old Navy as a denim destination

Media: Television, social media, influencer collaborations

Summary: Old Navy is adjusting its marketing strategy after disappointing sales in Q2, highlighted by a campaign featuring Cardi B that has become the most-viewed in the brand's history. The campaign aims to position Old Navy as a premier denim destination, with an emphasis on improving traffic and sales during the fall months.

celebrity marketing denim retail strategy

Sweden

Klarna loses CMO David Sandström after nine years – Resumé

Brand: Klarna

Campaign: smooth

Source: https://www.resume.se/arbetsliv/folk-pa-vag/david-sandstrom-lamnar-klarna/

Goal: To build Klarna's brand as a global financial leader.

Claim: We try to be a counterweight with simpler solutions, engaging marketing, and unexpected communication.

Media: Social media, celebrity endorsements

Summary: David Sandström, after nine years as Klarna's CMO, helped transform the brand into a global name with a playful branding approach and notable marketing campaigns featuring celebrities like Snoop Dogg and Lady Gaga. His departure marks a significant transition for Klarna as it prepares for its next phase of development following its introduction on the New York Stock Exchange.

branding celebrity marketing fintech

United States

Erewhon and the Alchemy of Sydney Sweeney: How a Supermarket in Los Angeles Became the Factory of Desires

Brand: Erewhon

Campaign: Sydney Sweeney Smoothie Launch

Source: https://infonegocios.biz/infomiami/erewhon-y-la-alquimia-de-sydney-sweeney-como-un-supermercado-de-los-angeles-se-convirtio-en-la-fabrica-de-los-deseos-2

Goal: Create a cultural event around a health product

Claim: Erewhon sells a liquid status system, not just food

Summary: Erewhon, a supermarket in Los Angeles, has successfully positioned itself at the intersection of wellness, celebrity, and social causes, turning a blueberry muffin-inspired smoothie by Sydney Sweeney into a cultural phenomenon that competes with luxury fashion rather than traditional grocery stores. Utilizing limited editions, high prices, and celebrity endorsements, they have cultivated an undeniable desire for their products, exemplified by the excitement and resale values seen with their recent offerings.

cause-related marketing celebrity marketing scarcity marketing wellness