Brand Tracker

Welcome to the automated Brand Tracker diaries.

New Zealand

Belonging is a funny business: Brand Summit 2026 wrap

Brand: Dove

Campaign: Campaign for Real Beauty

Source: https://stoppress.co.nz/news/belonging-is-a-funny-business-brand-summit-2026-wrap/

Goal: To challenge beauty standards and promote self-esteem among women.

Claim: Courage Is Beautiful, #TurnYourBack

Media: Social media, livestreaming

Summary: At Brand Summit 2026, former Dove executive Firdaous El Honsali reflected on the brand's impactful Campaign for Real Beauty, which began in 2004, emphasizing its role in challenging beauty standards. The summit highlighted Dove's responses to societal issues like AI beauty filters through campaigns that promote authenticity. Other speakers discussed local brand engagement and community building, exemplified by Two Dudes, a men's skincare brand that uses humor and stunts to connect with consumers.

Japan

Finding Reasons to Continue in Life: Mizkan’s R30 Hope

Brand: Mizkan

Campaign: Fibee Fan Community

Source: https://www.advertimes.com/20260723/article551423/

Goal: Increase customer lifetime value (LTV) through community engagement

Summary: Mizkan is focusing on launching a new brand 'Fibee' centered around fermentation and dietary fiber, with an emphasis on building a fan community managed by Mariko Shiraishi. The aim is to understand customer values and experiences deeply to enhance product offerings, ensuring customers find reasons to continue incorporating these products into their lives.

brand development community building customer engagement

Global

How Coach Made Its 85-Year-Old Brand Trendy Again

Brand: Coach

Campaign: Revive Your Courage

Source: https://www.adlatina.com/nuevas-cuentas/cmo-coach-logr-que-su-marca-de-85-aos-volviera-a-estar-de-moda

Goal: To modernize the brand's image and connect with younger audiences, especially Gen Z.

Media: Social media, university activations, experiential stores

Summary: Coach has successfully repositioned itself to appeal to Generation Z while retaining its traditional customer base. The brand reported a 31% increase in sales and has focused on building community through innovative campaigns like 'Revive Your Courage' featuring celebrity ambassadors and collaborations with prominent figures. Coach also promotes sustainable products through its Coachtopia sub-brand and leverages social media trends to stimulate interest.

community building fashion resurgence Gen Z sustainability

Ireland

FUEL Launches ‘Commotion’ to Help Brands Build Long-Term Movements

Brand: FUEL

Campaign: Commotion

Source: https://www.adworld.ie/2026/07/17/fuel-launches-commotion-to-help-brands-build-long-term-movements/

Goal: Help brands turn individual experiences into long-term movements

Summary: FUEL, an experiential and events business based in Dublin, has launched 'Commotion', a strategic framework aimed at assisting brands in transforming individual experiences and campaigns into sustained movements. The five-stage approach promotes participation, community building, and measurable value beyond initial events. This launch is a response to market changes and the increasing need for brands to showcase the commercial impact of experiential marketing.

community building event strategy experiential marketing