Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Leroy Merlin gives a second chance to over 30,000 ‘Almost Perfect’ products

Campaign: Quase Perfeitos

Source: https://www.imagensdemarca.pt/artigo/leroy-merlin-da-uma-segunda-oportunidade-a-mais-de-30-mil-produtos-quase-perfeitos/

Goal: Promote sustainable consumption and reduce waste

Claim: Functional products at a fraction of the price

Summary: Leroy Merlin is introducing the 'Quase Perfeitos' initiative, which focuses on selling slightly imperfect but fully functional products at discounts of up to 70%. The campaign aims to extend the life of these products and make them more accessible, while reducing waste. The initiative has already helped sell over 30,000 items and aims to establish exclusive spaces for these products in all major stores by the end of 2026.

Finland

Kekäle Revamps Its Brand and Launches Campaign Against Trash Fashion

Brand: Kekäle

Campaign: Anti-trash fashion campaign

Source: https://www.markkinointiuutiset.fi/artikkelit/kekale-kaynnistaa-roskamuotia-vastaan-taistelevan-kampanjan

Goal: Encourage people to think carefully before making purchases and to choose long-lasting clothes

Claim: Trash fashion is dead. Long live favorite clothes.

Media: Radio, TV, VOD, digital channels, 16 stores, outdoor advertising

Summary: Kekäle is revitalizing its brand and launching a campaign against fast fashion, emphasizing its long-held principle of 'Buy less, keep more'. The campaign includes messages delivered directly by CEO Joonas Kekäle, highlighting the importance of thoughtful purchases over fast fashion. The aim is to increase awareness and provoke consumers to consider if they will truly wear their purchases.

consumer awareness fashion sustainability

United States

Eli Lilly Debuts Advertisement Selling GLP-1s to Medicare Enrollees

Brand: Eli Lilly

Campaign: A Life Covered

Source: https://www.adweek.com/brand-marketing/eli-lily-debuts-advertisement-selling-glp-1s-to-medicare-enrollees/?itm_source=homepage&itm_medium=health-and-wellness-center&itm_campaign=5

Goal: To raise consumer awareness among Medicare enrollees about newly available GLP-1 medications.

Claim: Access to medicine might change patient’s lives.

Media: Film

Summary: Eli Lilly and Wieden+Kennedy Portland launched a new advertisement titled 'A Life Covered' aimed at Medicare Part D enrollees, highlighting the availability of GLP-1 medications for weight management at a low cost. The film, which features personal narratives reflecting struggles with obesity, is part of Lilly's ongoing effort to increase awareness of options available to seniors.

consumer awareness GLP-1 medications Medicare obesity