Welcome to the automated Brand Tracker diaries.
BIGGIE Launches NextGen Studio with First Episode on the Future of Search
Source: https://pub.be/fr/biggie-lance-nextgen-studio-avec-un-premier-episode-consacre-a-lavenir-du-search/
Goal: To examine the challenges brands face in the rapidly evolving technological landscape.
Claim: How AI Is Changing Brand Discovery
Media: YouTube, Spotify
Summary: BIGGIE has launched the first episode of NextGen Studio, a five-part video podcast series focused on marketing transformations in the age of artificial intelligence. The inaugural episode features Alice Van Damme from Google, discussing the evolution of search behaviors and visibility challenges for brands. This episode aims to help advertisers rethink their visibility strategies as consumer journeys become fragmented and new search experiences emerge. NextGen Studio will gather industry experts to explore five complementary themes: Reach, Attention, Relevance, Trust, and Growth.
NEZO Salt, Aster Clinics turn everyday shopping into a breast cancer screening reminder
Goal: Encourage women to prioritize early breast cancer detection.
Claim: While women take care of everyone else, they must not forget to take care of themselves.
Media: QR code, campaign communications, social media
Summary: NEZO Salt and Aster Clinics launched a breast cancer awareness campaign running throughout October, aimed at educating women about the importance of early detection while connecting health awareness to everyday shopping. The campaign provides access to free breast examinations at participating clinics and encourages women to remember their own health amidst caring for their families.
Encounters that Leave a Mark
Source: https://www.imagensdemarca.pt/artigo/encontros-que-deixam-marca/
Goal: To connect artists and audiences and strengthen the relationship with Portuguese music.
Summary: The article discusses various initiatives that connect brands, territories, and people in Portugal, including a literary tourism project in Óbidos, NOS's music reinterpretation project, Lidl's pet food campaign and charity initiative, Worten's training campus for commercial strategy development, and consumer behavior changes regarding savings and loyalty programs.
Meta’s Muse: How Mass AI Agents Are Capturing Advertising Behavior
Source: https://www.wuv.de/themen/marke/metas-muse-wie-massen-ki-agenten-das-werbeverhalten-kapern
Goal: To showcase how consumer behavior will radically change.
Claim: Radical transformation of consumer behavior and the advertising system.
Summary: Meta has introduced Muse Charm, illustrating how consumer behavior will drastically change and consequently alter the entire advertising system. This development suggests a trend where, in response to complex technology, users may revert to more childlike interactions.
From Winning Ideas: Five Languages Led to the Same Shelf
Source: https://www.media-marketing.com/tema-dana/iza-pobjednicke-ideje-pet-jezika-vodilo-je-do-iste-police/
Goal: Expand the product range of Asian foods and increase their sales.
Media: Outdoor advertising, digital ads
Summary: The campaign 'Home is Closer than You Think' by Kaufland Croatia, in collaboration with the creative agency Cvoke and media partner OMD Zagreb, aimed to introduce 25 new Asian food products to a growing demographic of Asian workers in Croatia. Despite minimal spending and limited media presence, sales surged by 56.6% in the launch month, highlighting the effectiveness of understanding customer needs and preferences. The campaign uniquely communicated directly to Asian communities in their languages.
Demon Slayer Holds Top Position for Six Consecutive Years! Snow Man Ranked First in Spending Power in Hakuhodo’s ‘2026 Content Fan Consumption Behavior Survey’
Source: https://www.advertimes.com/20260915/article557553/
Goal: To increase media exposure and spending on content related to Snow Man.
Media: Variety shows, dramas, movies, social media, collaborations
Summary: Hakuhodo released the results of the '2026 Content Fan Consumption Behavior Survey' on September 8, revealing that 'Demon Slayer' maintained its top position for the sixth consecutive year with a reach of 10.48 million. In terms of spending power, Snow Man topped the list with 46 billion yen, significantly expanding its audience through diverse media exposure. The average annual spending on content remains high despite a slight decrease, attributed to the increase of free content and the reduced exposure to different genres to individual interests.
More than a quarter of Swedish youth trust AI product recommendations more than their parents – Mastercard report predicts the future of shopping
Goal: To explore the future of shopping and payments influenced by AI
Summary: A majority of Swedish teenagers aged 13-18 already use AI for shopping, with 27% trusting AI recommendations more than their parents'. A Mastercard report predicts that by 2030, AI will manage everyday purchases, shifting the nature of shopping towards inspiration and experience. The study surveyed 26,000 respondents across 13 markets, highlighting the growing reliance on AI in consumer buying behavior.
What are the barriers that troubled senior Chinese manufacturers regarding foldable smartphones? Can the ‘iPhone Duo’ conquer the Japanese ‘penalty point’ approach?
Source: https://www.advertimes.com/20260911/article557237/
Goal: Introduce the first foldable iPhone
Summary: Apple announced its first foldable iPhone, the iPhone Duo, on September 9, priced from 364,800 yen and set to release on October 23. The announcement highlights the challenges and competition in the foldable smartphone market, particularly in Japan, where consumer confidence and purchasing intent remain cautious due to concerns over price and durability. Despite high recognition of foldable smartphones among consumers, the actual intent to purchase is significantly lower, mainly due to worries about their longevity and high costs.
Back-to-school marketing is a mash up of AI tech and value messaging
Goal: Emphasize campus life and engage college students
Media: connected TV
Summary: As the 2026 back-to-school season approaches, marketers are adapting to economic challenges and the increased use of AI technologies. Parents are utilizing digital tools to hunt for deals, with a notable rise in spending among tech-savvy shoppers. Brands like Urban Outfitters are targeting college students with specific campaigns that align with campus life.
In uncertain times, trust becomes a brand’s strongest currency
Source: https://campaignme.com/in-uncertain-times-trust-becomes-a-brands-strongest-currency/
Goal: Build trust and relevance with consumers during uncertain times
Claim: Trust becomes a brand’s strongest currency
Summary: The article discusses how consumer behavior shifts during uncertain times, emphasizing that brands need to adapt their communication strategies to build trust rather than just focusing on immediate sales. It highlights the importance of being present, relevant, and understanding the needs of the audience, as demonstrated by an athletic brand's 'Play Inside' initiative during COVID-19.
The shift toward outcome-based measurement in out of home
Source: https://stoppress.co.nz/partner-articles/the-shift-toward-outcome-based-measurement-in-out-of-home/
Goal: Encourage product trial during winter months
Media: Digital Out Of Home (DOOH)
Summary: The article discusses the shift in out of home advertising in New Zealand towards outcome-based measurement, emphasizing the need for brands to demonstrate the tangible impact of their campaigns beyond traditional metrics such as reach and impressions. It highlights how marketers are now focusing on real-world outcomes, such as store visits and measurable brand uplift. Additionally, it mentions Guinness's campaign using programmatic DOOH to target consumers in colder weather, promoting product trials.
JCPenney Takes Aim at Off-Price Retail With a Satirical Wellness Retreat
Goal: Encourage consumers to reconsider the value of deals at JCPenney over off-price retailers
Claim: Yes, JCPenney
Media: Film, In-store trade-in promotion
Summary: JCPenney's new campaign, 'Retail Rejuvenation', is a satirical wellness retreat aimed at challenging the off-price retail model. The campaign features real shoppers participating in exercises to 'heal' from bad shopping habits and communicate that they can find affordable, high-quality style at JCPenney without compromise. The brand also encourages customers to trade in 'retail regrets' for discounts while supporting charity. This initiative is part of a broader strategy to reshape consumer perception and boost sales.
MAWDY looks to Client 2030: more competition and the challenge of loyalty
Source: https://infonegocios.biz/plus/mawdy-mira-al-cliente-2030-mas-competencia-y-el-desafio-de-fidelizar
Goal: To adapt to changing consumer demands and enhance customer loyalty.
Summary: MAWDY organized a conference called Cliente 2030 to explore changes in consumer behavior by 2030 and discuss strategies for businesses to remain competitive and profitable. The event highlighted the need for personalized experiences and featured discussions on the importance of transforming their services through technology and strategic partnerships.
Starbucks Japan and the Collectible Capsule That is Worth More Than Coffee (the Product Becomes an Ecosystem)
Goal: To create a collectible product that enhances customer experience and identity expression.
Summary: Starbucks Japan has launched the Starbucks Joyful Capsule, a collection of 75mm plush toys that serve as collectibles, creating a deeper connection to the brand rather than being mere souvenirs. The collection reflects a shift in consumer behavior and retail strategies, emphasizing that the product can become a symbol of social identity and cultural exchange. Designed to resonate with customers on an emotional level, these collectibles extend the life of their associated products beyond the moment of consumption.
Well-Spent Time. Bakalář Presents a New Marketing Concept
Goal: To connect the brand to shared moments and traditions among consumers.
Claim: Good Beer, Well-Spent Time
Summary: Bakalář, the flagship brand of the Traditional Brewery in Rakovník, introduces a new long-term marketing concept that expands its existing claim 'Good Beer' to 'Well-Spent Time'. The campaign emphasizes the importance of shared moments that create new traditions and small social rituals among people, targeting a broader audience aged 18 to 45, particularly in regions where the brand is available. The shift reflects changing consumer behaviors and aims to connect with younger generations while promoting the idea that traditions can also be self-created.
Tell me which detergent you use and I’ll tell you… (the new cleaning habits in Uruguay according to Unilever)
Goal: To change consumer habits regarding concentrated detergent usage.
Media: Social media
Summary: Unilever conducted research to understand how Uruguayans choose and use dishwashing detergents, leading to the development of the 'Evolución' campaign for CIF Concentrado. The campaign aims to highlight the tangible benefits of concentrated detergents, addressing common consumer frustrations and adapting to current content consumption trends.
Consumer Pulse Accenture, Italians Trust AI in Shopping
Goal: To explore consumer trust in AI agents for shopping decisions
Claim: AI agents are becoming new intermediaries in commerce
Summary: The Consumer Pulse 2026 report by Accenture reveals that 68% of Italians trust AI agents more than their best friends when making purchases. The research illustrates a significant shift in consumer behavior and expectations towards AI in shopping. Many consumers are willing to delegate shopping tasks to AI for improved transparency and reliability, stressing the importance of human interaction in building trust and brand loyalty.
How ‘Agentic Commerce’ is Changing the Future of Consumer Behavior and Advertising Transactions
Source: https://www.advertimes.com/20260731/article551586/
Goal: To enhance consumer shopping experiences through AI-driven recommendations
Claim: Transforming consumer behavior and advertising transactions
Media: Mobile, TV, and online platforms
Summary: InMobi Japan's Ryosuke Izumi discusses the rise of 'Agentic Commerce,' a concept developed in collaboration with Glance, that integrates customer data and advertising through a sophisticated AI system. This system aims to enhance consumer shopping experiences by creating a 'digital twin' of users to provide personalized purchasing recommendations. Notably, Fossil's use of Glance CTV in marketing showcased significant increases in ad recall and brand awareness. The article highlights three shifts in the market affecting brands, including the transition from search-driven to AI-driven purchasing behaviors, evolution in programmatic advertising, and the need for unified multi-screen customer experiences.
Whittaker’s New Ads Make Chocolate Lovers Feel Seen
Source: https://stoppress.co.nz/campaigns/whittakers-new-ads-make-chocolate-lovers-feel-seen/
Goal: Celebrate the behaviours of true Chocolate Lovers
Claim: You do this, and yes, it’s what makes you a Chocolate Lover, not just a Chocolate Liker.
Media: television, digital, social
Summary: Whittaker's is launching four new films as part of its 'Hello Chocolate Lovers' campaign, created with Bastion Aotearoa, to delve into the behavior of Chocolate Lovers and their deeper connection with chocolate. The films aim to resonate with audiences by reflecting authentic chocolate-loving experiences and emotions, building on the success of the platform that has driven both commercial and emotional engagement since its 2024 launch.
The Reminder Effect: Memory Meets the Moment
Source: https://www.adworld.ie/2026/07/03/the-reminder-effect-memory-meets-the-moment/
Goal: To explore how advertising memory can influence consumer behavior.
Claim: A reminder at the right moment can influence what they buy, visit or do.
Media: Out of Home (OOH)
Summary: The article discusses the second wave of PML Group's Reminder Effect research, highlighting how advertising memory becomes more active during specific contextual moments. Findings indicate that outdoor advertising plays a crucial role in reminding consumers of brands when relevant, significantly influencing their purchasing behavior. The research shows that the context in which an ad is encountered enhances its impact, making it more useful for decision-making.