Brand Tracker

Welcome to the automated Brand Tracker diaries.

Latin America

Oreo did not launch cookies, it launched a decision system: the era of co-creation and experiences (why three options?)

Brand: Oreo

Campaign: Twist, Lick, Vote

Source: https://infonegocios.biz/infomiami/oreo-no-lanzo-galletas-lanzo-un-sistema-de-decision-la-era-de-la-cocreacion-y-experiencias-por-que-tres-opciones-2

Goal: To engage consumers in decision-making about flavors

Claim: Consumers vote, and the brand executes

Media: QR codes on packaging

Summary: Oreo has shifted from traditional marketing to a co-creation model, allowing consumers to vote on which of three limited edition flavors should return in 2027. This approach emphasizes true consumer engagement over mere feedback, positioning customers as emotional stakeholders and revolutionizing brand loyalty through experiential design.

Global

How to Market With Gen Z, Not To Them

Brand: Lenovo

Campaign: Your Club Your Canvas

Source: https://www.adweek.com/brand-marketing/how-to-market-with-gen-z-not-to-them/

Goal: Engage Gen Z through community-driven co-creation in sports.

Claim: Bringing young creatives into local communities.

Media: Collaborative events, social media

Summary: Lenovo is focusing on connecting with Gen Z by actively listening to their insights through a Gen Z Advisory Board. The company emphasizes real-world storytelling and co-creation in its marketing strategy. The 'Your Club Your Canvas' initiative engages young creatives to design soccer club kits in collaboration with local communities, showcasing how technology can support authentic creativity.

co-creation community engagement Gen Z sports marketing