Welcome to the automated Brand Tracker diaries.
Live music becomes the new currency of brand loyalty
Source: https://stoppress.co.nz/news/live-music-becomes-the-new-currency-of-brand-loyalty/
Goal: To explore how live music can enhance brand loyalty and consumer engagement.
Claim: Live music creates powerful and lasting connections between brands and consumers.
Summary: Live Nation Aotearoa’s 2026 Loyalty Study reveals that New Zealanders prioritize experiences over transactional rewards in loyalty programs. The study found a strong desire for brands to connect authentically with fans through live music, highlighting that 97% of participants are part of loyalty programs and that live music perks help brands stand out significantly. Consumers value the emotional impact of live music experiences, suggesting brands incorporate more engaging and meaningful rewards related to live events.
The Concept of ‘Effective Advertising’ Behind ‘Matsuken Mamire’ – From ‘Sender Perspective’ to ‘Receiver Perspective’
Source: https://www.advertimes.com/20261006/article559819/
Goal: Increase visitor numbers and sales
Claim: N/A
Media: Social Media, PR
Summary: The article discusses the Matsuken Mamire campaign at Hakkeijima Sea Paradise, created with a focus on effective advertising that connects with audiences. The campaign aims to shift from a sender-focused perspective to a receiver-focused approach in advertising, emphasizing the importance of understanding consumer behavior and preferences in today's saturated media environment.
Takenoko no Sato: Full-fledged export to Taiwan and South Korea, triggering the ‘Mushroom vs Bamboo Shoot’ war
Source: https://www.advertimes.com/20261016/article560907/
Goal: To promote the sale of 'Takenoko no Sato' in Taiwan and South Korea
Claim: Which side are you on? (Mushroom or Bamboo Shoot)
Media: Instagram, social media
Summary: Meiji has begun exporting its long-selling product 'Takenoko no Sato' to Taiwan and South Korea, responding to consumer demand. The campaign includes a promotion called 'Mushroom vs Bamboo Shoot', encouraging consumers to vote on their preference via social media. A real voting event is planned in Taipei to feature tastings of both products and engage local celebrities. The campaign aims to establish a global presence and leverage the conversation around brand preferences.
Behind the Winning Idea: Zloblica, a Character Flaw
Source: https://www.media-marketing.com/tema-dana/iza-pobjednicke-ideje-zloblica-greska-s-karakterom/
Goal: Transform a production error into an engaging communication opportunity
Media: Social media
Summary: After facing consumer complaints about reverse Noblica cookies, the campaign turned this manufacturing mistake into a creative opportunity by introducing a mischievous twin character named Zloblica. Consumers were engaged by sharing their stories, and the campaign creatively incorporated their feedback into the narrative, which resonated well with the audience and allowed for ongoing interaction.
Lilly ‘Lights Up’ Communication in Italy: The Challenge is to Bring Pharma Closer to the Consumer
Source: https://brand-news.it/brand/persona/salute/lilly-investe-nella-comunicazione-in-italia/
Goal: Increase brand awareness and trust
Claim: Making health information more accessible and relevant
Media: TV, out of home, and future digital channels
Summary: Lilly is accelerating its communication strategy in Italy in 2026, marking 150 years since its foundation by sponsoring the Milano Cortina 2026 Olympics and implementing initiatives aimed at engaging the general public. With a focus on brand recognition and overcoming stigma associated with the pharmaceutical sector, Lilly aims to establish a more direct relationship with consumers. The strategy involves both B2C and B2B outreach, with a vision to make health information accessible and empower patients to make informed choices.
Verkkokauppa Expands Award-Winning Campaign – Product Reviews on Social Media Can Redeem Products
Goal: To highlight ordinary consumers' voices in building a more reliable online shopping environment
Media: TikTok, Instagram, LinkedIn, YouTube
Summary: Verkkokauppa is launching an experiment where consumers can publish their product reviews on various social media platforms and redeem views for products. This campaign is a continuation of the award-winning TikTok Currency – Viral payback campaign. The aim is to give more space to genuine product reviews, allowing consumers to make smarter purchasing decisions online.
Collective Arts offers two tickets to paradise via artist postcards
Source: https://strategyonline.ca/2026/06/26/collective-postcards-from-paradise/
Goal: To turn summer into a creative escape and engage consumers through a postcard contest
Claim: Creativity begets creativity
Media: Retail posters, shelf wobblers, shelf flyers, case inserts, digital touchpoints
Summary: Collective Arts is launching the 'Postcards from Paradise' campaign, which includes a contest for a trip to Costa Rica and features vibrant tropical artwork on its beverage packaging. The campaign encourages consumer engagement through a microsite and includes additional prizing activities, aiming to create a summer of creativity. The company's unique approach involves continuously showcasing local artistic talent on its products.
IHOP bites into little treat trend with Katseye-soundtracked campaign
Goal: Promote the return of stuffed French toast as an accessible indulgence
Claim: Fancy French toast, but accessible
Media: TV, social media, digital channels, influencer and PR support
Summary: IHOP is celebrating the return of its stuffed French toast with a new campaign that highlights the item as an accessible indulgence. The campaign features a rococo-styled spot set to Katseye’s song 'Pinky Up', showcasing diverse diners enjoying the dish. It taps into a cultural trend towards 'little treats' and emphasizes social listening by responding to consumer demand for the item. The campaign will run across various media channels to engage fans.
Quality Sets the ‘Fine Nose’ on Consumers in the New YoSoy Campaign
Source: https://www.reasonwhy.es/actualidad/yosoy-campana-publicidad-morros-finos-exigencia-calidad
Goal: Highlight quality to consumers
Summary: The article discusses a new campaign by YoSoy that emphasizes quality, aimed at capturing consumer attention. The phrase 'morro fino' suggests a refined taste among consumers.
Terra Nostra Launches National Challenge: Give Your Opinion on Cheese Without Using the Letter ‘E’
Goal: To engage consumers in a creative way while highlighting the simplicity of the product.
Claim: Prove and tell us what you think — without using a single 'E'.
Media: Website, Social Media
Summary: Terra Nostra has launched a national challenge inviting consumers to write a review about their cheese product without using the letter 'E'. The most creative entry will win a trip for two to the Azores. This initiative follows the brand's previous effort to remove the letter 'E' from their packaging to draw attention to the absence of additives in their cheese. Participants must purchase the product, keep the receipt, and submit their review online, with each entry requiring a new purchase.
Technology with Purpose: When Innovation Responds to Real Needs
Goal: To explore how technology meets real consumer needs.
Media: Newsletter
Summary: In the seventh episode of 'Escolhas em Jogo', consumer questions take center stage, challenging brands to reflect on the utility and real impact of their solutions. A panel of representatives from Verisure, Resolve Já, and Candy discusses how innovation can genuinely assist in daily life, through spontaneous and transparent dialogue guided by consumer inquiries.
Why have the ‘asymptomatic’ individuals begun to consider medical consultations? – Eisai’s Healthcare Marketing that Moves People
Source: https://www.advertimes.com/20260903/article555201/
Goal: Increase awareness and encourage consultations for sleep disorders.
Claim: Raising awareness of sleep disorders.
Media: d Healthcare app, online content through quizzes and surveys
Summary: Eisai faced the challenge of engaging individuals unaware of their sleep issues, leading to a campaign utilizing NTT Docomo's d Healthcare app. By integrating quizzes and surveys into daily activities, about 20% of users, who initially had no symptoms, became open to consulting medical institutions. This initiative successfully improved understanding of sleep disorders and encouraged proactive health behaviors among participants.
Newman’s Own and the Necessary Balance of Product and Purpose
Goal: To appeal to a new generation of consumers and emphasize product quality alongside philanthropy.
Claim: Great Ingredients. Greater Purpose
Summary: The article discusses Paul Newman's founding of Newman's Own, which emphasizes both high-quality food products and charitable giving. It highlights the challenges faced by the brand's new CMO, Mark Anthony Edmonson, in attracting younger consumers while balancing the brand's purpose-driven identity.
Not Just a Gift Coupon! Examples of Incentive Utilization That Made Professionals in Gifts Remark
Source: https://www.advertimes.com/20260901/article554757/
Goal: To promote and celebrate the 25th anniversary of Shoshyryoku by engaging consumers.
Claim: Thank you for 25 years, always from now on.
Media: Social media (X platform, possibly others)
Summary: The article discusses creative incentive designs in gift campaigns executed by various brands, particularly focusing on QUO Card's notable campaigns that successfully encouraged consumer participation and motivation. It highlights various examples, including a promotion for the deodorizing product Shoshyryoku commemorating its anniversary, where consumers can win prizes by purchasing products and entering through a web platform.
Tony’s Chocolonely Launches Summer Road Trip Linked to Packaging Colors
Source: https://www.adformatie.nl/communicatie/campagnes/tonys-chocolonely-lanceert-zomerse-roadtrip
Goal: Engage consumers with a fun summer theme
Summary: Tony’s Chocolonely has launched a summer road trip campaign that is linked to their packaging colors, aiming to enhance consumer engagement during the summer season.
Chupa Chups creates the ‘impossible’ packaging to showcase the easier one
Goal: To highlight the new easier-to-open packaging by exaggerating the difficulty of the old packaging.
Claim: The fight is over.
Media: TikTok, Instagram, social media
Summary: Chupa Chups launched a campaign featuring a specially designed 'Chupa Chups Impossible' packaging that is extremely difficult to open, as a way to highlight their new easier-to-open wrapper. This campaign plays off consumer complaints about the previous packaging and has been promoted through social media challenges and content creators. The new packaging is being rolled out across Europe while maintaining the brand's signature flavor.
Oreo did not launch cookies, it launched a decision system: the era of co-creation and experiences (why three options?)
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.
Before Betting on a New Flavor, Oreo Is Letting Consumers Choose
Goal: To engage consumers in the flavor selection process for a new Oreo product.
Summary: Oreo is launching a new promotion where consumers can vote on one of three speculative flavors – banana pudding, deep-fried cookies, and chicken and waffles. The winning flavor will be stocked in stores next year, allowing consumers to participate directly in product development.
Heinz Asks How Much You Really Love Ketchup
Goal: To celebrate individual preferences for ketchup usage
Claim: There is no wrong way to enjoy ketchup
Media: Walmart online store, Heinz to Home platform
Summary: Heinz launched the Love Lid, a customizable ketchup cap that lets users set the amount of ketchup dispensed from their bottles. Developed with Wieden+Kennedy London and Beta Design Office, this limited summer activation addresses the long-standing debates among ketchup lovers about how much is appropriate. The Love Lid features three settings—Like, Love, and Crazy Love—and celebrates personal rituals associated with ketchup consumption. It was available for purchase through select online platforms and quickly sold out shortly after its release.
Sunquick Revamps Image and Invites to ‘Mix Your Way’ in New Campaign
Goal: To inspire consumers to explore different ways of preparing and enjoying their drinks.
Claim: Mix Your Way
Summary: Sunquick is launching a rebranding campaign titled 'Mix Your Way', aimed at encouraging consumers to creatively prepare and enjoy their beverages. This initiative includes a renewed visual identity and aligns with the global platform 'The Real Mix of Life', celebrating daily moments and diverse experiences. The campaign seeks to expand consumption occasions and position Sunquick as a versatile option for various lifestyles while appealing to new generations of consumers.
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.