Welcome to the automated Brand Tracker diaries.
Santàl entrusts Ogilvy with new advertising campaign focused on joy
Source: https://brand-news.it/comunicazione/adv/santal-ogilvy-campagna-2026-pensilina-andrea-moretti/
Goal: Generate over 150 million impressions and reach approximately 17 million target consumers.
Claim: Zero Noia, Tutta Gioia
Media: YouTube, Amazon Prime Video, Meta channels, Facebook, Instagram
Summary: Santàl has launched a new advertising campaign titled 'Zero Noia, Tutta Gioia!', focusing on emotional communication that highlights small joyful moments in everyday life. The campaign features an interactive bus shelter in Milan that reacts to people's smiles, transforming the visual scene to enhance the campaign's message. Social media content will be shared by creators, and video ads in various formats will be circulated across multiple platforms. The goal is to engage millions of consumers and enhance the brand's emotional connection with its audience.
René Bustamante and Olenky Rosales: ‘We need to pause a little and convey the pleasure of thinking and formulating better questions’
Goal: To modernize the perception of the bank and connect with customers' daily lives
Summary: René Bustamante and Olenky Rosales from McCann Panamá discussed successful campaigns from the agency in 2025, highlighting how different campaigns addressed consumer needs and social issues. Notably, 'Va contigo' for Credicorp Bank effectively positioned the bank as a relatable ally for daily financial needs, while other campaigns tackled themes such as the co-creation of content with consumers and gender equity.
New: Cerveza Modelo and Gut pay tribute to Bernbach in the streets of Mexico City
Goal: Encourage people to appreciate small moments in life
Claim: Sometimes the smallest things bring us back to the present
Media: Outdoor advertising
Summary: Cerveza Modelo launched the Modelito beer with a unique campaign in Mexico City, featuring an unconventional outdoor ad that required passersby to use binoculars to see the product at its actual small size, challenging traditional advertising norms. The campaign aims to remind people that special moments often lie right in front of them and invites them to appreciate the present.
The ‘Rebirth Equation’ Not Just Ending with Nostalgia: The Return of ‘Heisei Legends’ and What They Changed
Source: https://www.advertimes.com/20260724/article551690/
Goal: To revive the Mokomoko cupcake mix after 12 years based on fan demand
Media: X (social media), official note
Summary: Nagatanien announced the revival of its cupcake mix 'Mokomoko' after 12 years, launching two flavors nationally. This revival is part of a trend where retro products are being brought back with updated features for modern consumers. The company received over 500 requests for revival from fans, and the process included testing and negotiations, though they ultimately ended the project in 2023. They presented the revival story as part of their announcement, highlighting the challenges faced since 2019.
How Snacking Brands Turn Sports Into Spending
Source: https://www.adweek.com/brand-marketing/how-snacking-brands-turn-sports-into-spending/
Goal: Drive frequency and loyalty over time.
Media: Sports Events, Promotions
Summary: Mondelēz International is leveraging live sports moments, particularly the World Cup, to enhance consumer engagement and promote their brands through initiatives like the SnackWorks Perks rewards program. This campaign focuses on building personalized relationships with consumers while navigating a landscape of conscious spending. By partnering with Ibotta, they aim to increase brand visibility and provide tailored offers to meet consumer needs.
Campaign Trail: Yeti spells out consumer passions with four-letter words
Goal: To articulate and expand Yeti's brand appeal beyond traditional outdoor enthusiasts
Claim: Yeti is for people who are irrationally committed to something
Media: 60-second anthem film, short films, out-of-home advertising, mobile billboards, retail stores
Summary: Yeti has launched a new campaign called 'Four Letters' in collaboration with Wieden + Kennedy Portland, shifting its focus from just outdoor sports like hunting and fishing to encompass a broader audience passionate about various pursuits. The campaign features a montage film and brand ambassador spots, highlighting the brand's minimalist philosophy and commitment to showcasing real passion.
Much More Than a Neighbor
Source: https://www.imagensdemarca.pt/artigo/muito-mais-do-que-um-vizinho/
Goal: To strengthen brand positioning and connect with different generations.
Claim: Everywhere by your side
Media: Festivals
Summary: Auchan significantly participated in the NOS Alive festival, beyond its physical booth, by creating engaging experiences outside the venue. The campaign, themed 'Vizinhismo,' aimed to enhance the brand's proximity positioning through various activations that resonated with festival-goers, thereby bridging connections across generations.
Advertising Expert on Brand Mascots: Why Annoying Advertising Characters Work
Goal: To engage consumers through unique brand mascots
Media: Spotify, Apple, KampanjeTV
Summary: The article discusses the effectiveness of brand mascots, using the example of Toro's TorOtto, a bull character that some found annoying. It features insights from Patrik Bergfjord, Planning Director at Per Høj, on the importance of creating mascots with distinct traits that can generate friction and engagement, contrasting them with traditional logos. The discussion includes the psychological and strategic aspects of mascots, their potential to create recognition through imperfections, and the timeline required to establish a character in public consciousness.
Brunei Week to debut at Singapore’s Grand Market Sept 5-7
Source: https://www.bizbrunei.com/2025/06/brunei-week-to-debut-at-singapores-grand-market-sept-5-7/
Goal: Support local businesses in expanding abroad
Summary: Brunei businesses are invited to participate in the inaugural Brunei Week at the Grand Market in Singapore from September 5 to 7. Organized by MakBesar, the event aims to showcase 20 local brands in a dedicated national pavilion, providing opportunities for engagement with consumers and distributors. The Brunei Economic Development Board supports the initiative by sponsoring booth space and logistics for eligible participants.