Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Backslash Becoming Uninfluenced report explores trust

Brand: Backslash

Campaign: Becoming Uninfluenced

Source: https://campaignme.com/tbwa-raad-backslash-becoming-uninfluenced-report/

Goal: To explore brand credibility in the context of growing skepticism towards online influence.

Claim: Influence isn’t disappearing. People still want recommendations and discovery.

Media: Private preview event

Summary: The 'Becoming Uninfluenced' report by Backslash reveals that many people find being hard to influence more appealing than being an influencer. This research highlights a growing skepticism towards online popularity and focuses on how brands can build credibility as audiences question modern influence methods. The report challenges the idea that visibility necessarily equates to influence, advocating for a focus on unique perspectives and trust.

Thailand

Pepsi Zero Chocolate Dubai: Why Beverage Giants No Longer Launch Flavors, but Micro-niches

Brand: Pepsi

Campaign: Pepsi Zero Chocolate Dubai

Source: https://infonegocios.biz/infomiami/pepsi-zero-sabor-chocolate-dubai-por-que-las-gigantes-de-bebidas-ya-no-lanzan-sabores-sino-micro-nichos-2

Goal: Create cultural relevance through a limited-time flavor.

Media: Social media, specifically TikTok

Summary: Pepsi has launched a new limited-time beverage, Pepsi Zero Chocolate Dubai, featuring chocolate and pistachio flavors, aimed at creating cultural relevance in the market rather than a permanent place on shelves. The launch has sparked contrasting opinions among consumers, highlighting the trend of ephemeral products designed to generate conversation. This initiative aligns with PepsiCo's strategy of leveraging existing trends in innovative ways, particularly in Thailand, where consumer preferences favor extreme flavors and novelty.

Cultural relevance flavor innovation limited edition

Global

PepsiCo “House of Brands”: the campaign that reveals why the company needs a Head of Culture above all

Brand: PepsiCo

Campaign: House of Brands

Source: https://infonegocios.biz/infomiami/pepsico-house-of-brands-la-campana-que-revela-por-que-su-empresa-necesita-un-head-of-culture-antes-que-nada-2

Goal: To enhance brand visibility and connection among multiple PepsiCo brands

Media: Video, Social Media

Summary: PepsiCo launched the global campaign "House of Brands" to address the lack of brand association beyond its flagship product. The campaign utilizes humor to acknowledge that many consumers are unaware of the parent company behind popular products like Doritos and Gatorade. It promotes collaboration among PepsiCo brands to create a unified identity and cultural relevance. This innovative approach requires a new role, the Head of Culture, to break down silos and foster collaboration among different brands.

Brand Collaboration Cultural relevance Marketing Strategy

Global

How Delta, Peanuts, and Yahoo Use Nostalgia to Reconnect Iconic Brands With Culture

Brand: Delta Air Lines, Yahoo, Peanuts Worldwide

Campaign: Yahoo’s 30th anniversary, Peanuts’ 75th anniversary, Delta’s 100th anniversary

Source: https://www.adweek.com/brand-marketing/how-delta-peanuts-and-yahoo-use-nostalgia-to-reconnect-iconic-brands-with-culture/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=9

Goal: To leverage nostalgia for cultural relevance and future growth

Media: Partnerships, social content, experiential activations, Super Bowl campaign

Summary: This article discusses how iconic brands such as Delta Air Lines, Yahoo, and Peanuts Worldwide use nostalgia to celebrate their major anniversaries, transforming heritage into a platform for innovation and connection across generations. Industry leaders share insights on balancing authentic brand DNA with modern marketing strategies.

brand anniversary Cultural relevance marketing strategies nostalgia

Mexico

The Era of MORE: Why Alcohol Lost the Table and a Pink Soda Took Its Place?

Brand: 7UP

Campaign: 7UP Pink Lemonade Launch

Source: https://infonegocios.biz/infomiami/la-era-del-mas-por-que-el-alcohol-perdio-la-mesa-y-una-gaseosa-rosa-se-sento-en-su-lugar-ensenanza-cross-category-2

Goal: To innovate and explore new occasions for consumers to enjoy beverages

Claim: More flavor, more occasions, more culture

Summary: The article discusses the declining alcohol consumption among U.S. adults and how brands within the beverage industry must pivot to offer more engaging consumer experiences. It highlights 7UP's launch of 7UP Pink Lemonade in Mexico as an example of a brand extending its reach beyond product offerings to create cultural moments surrounding beverage enjoyment.

beverage innovation Cultural relevance mixology

Global

Niles, the Crocodile: Crocs’ Move Redefining What It Means to Have a Phygital Brand Mascot in 2026

Brand: Crocs

Campaign: Niles the Crocodile

Source: https://infonegocios.biz/infomiami/niles-el-cocodrilo-la-jugada-de-crocs-que-redefine-que-significa-tener-una-mascota-de-marca-phygital-en-2026-2

Goal: To maintain daily brand relevance independent of product launch cycles.

Media: Weekly microseries, social media channels

Summary: Crocs has introduced Niles, a 1.83-meter crocodile character, as part of a new strategy focused on Brand Character IP. Niles is meant to create a continuous narrative and build community, ultimately becoming a business unit of its own rather than just a marketing gimmick. This innovative move emphasizes storytelling and daily engagement rather than relying on product launches.

Brand Character IP Cultural relevance storytelling

Global

Is it ‘Instagzam’? What Instagram’s Redesign Reveals About the Future of Phygital Branding (Are You Rethinking Your Brand?)

Brand: Instagram

Campaign: Redesign Campaign

Source: https://infonegocios.biz/infomiami/instagzam-lo-que-el-rediseno-de-instagram-revela-sobre-el-futuro-del-branding-phygital-estas-repensando-tu-marca-3

Goal: To update the brand's cultural code without losing recognition

Media: Social Media

Summary: The recent Instagram redesign, described by Adam Mosseri as a return to original 'typographic simplicity', has sparked a viral phenomenon where users read the brand as 'Instagzam'. This change is part of a larger trend where big tech companies are simplifying their branding for better readability and user experience. Despite initial backlash, brands tend to maintain these changes as they aim to update their cultural relevance. The redesign also allows for real-time cultural testing through audience engagement without the need for paid focus groups.

branding Cultural relevance design

Global

The End of Core Business: Why Pepsi Now Makes Cosmetics?

Brand: Pepsi

Campaign: Pepsi x Glamlite

Source: https://infonegocios.biz/infomiami/el-fin-del-core-business-por-que-pepsi-ahora-hace-cosmeticos-michelin-red-bull-y-oreo-tambien-expanden-categorias-2

Goal: To expand cultural relevance beyond beverages

Summary: Pepsi's recent launch of the cosmetic line Pepsi x Glamlite, featuring cola, cherry, and vanilla scented body care products, signifies a shift from traditional brand categories to a focus on cultural relevance and consumer experience, highlighting the importance of brand equity in diverse markets.

brand extension Cosmetics Cultural relevance

Malaysia

Content Champions: Safi Malaysia

Brand: Safi

Campaign: From skincare to self-belief: SAFI’s scholarship sparked a Raya revolution

Source: https://www.marketing-interactive.com/content-champions-safi-malaysia-scholarship

Goal: Reconnect with Gen Z and support young women in their ambitions

Claim: Safe and pure

Summary: Safi Malaysia, a halal skincare brand, launched the 'Biasiswa Siswi SAFI', a RM1 million scholarship program aimed at empowering young Malay women during the Raya season. This initiative seeks to bridge the gap between the brand and Gen Z by addressing societal pressures and promoting women's ambitions, thus reclaiming the brand's relevance among younger consumers.

Cultural relevance Gen Z scholarship skincare

Paraguay

Mauricio Alfaro: ‘I find it valuable that smaller markets start to gain more visibility’

Brand: Burger King

Campaign: Stay Unhidden

Source: https://www.adlatina.com/publicidad/mauricio-alfaro-me-parece-valioso-que-mercados-mas-pequeos-empiecen-a-tener-mayor-visibilidad

Goal: To create culturally relevant and conversation-starting ideas.

Claim: Understanding local culture and humor.

Media: Traditional and experiential media

Summary: Mauricio Alfaro, the CEO of Garabato Creative Agency, highlighted the agency’s top campaigns, such as 'Stay Unhidden', which addresses current tensions and shows sensitivity; 'BK Lomiteros', which connects Burger King with Paraguayan culture; 'Pizza Table Collection', which transforms communication into an experience; and 'SENATUR Porcentajes', which enhances Paraguay's image. Alfaro emphasized the importance of creativity that resonates locally while aspiring for a regional impact.

advertising creativity Cultural relevance

Italy

In September, the edition of Planetaria Festival by Superhumans

Brand: Superhumans

Campaign: Planetaria Festival

Source: https://brand-news.it/agenda/il-26-e-27-settembre-la-terza-edizione-di-planetaria-festival-piattaforma-ideata-da-superhumans-per-raccontare-le-grandi-trasformazioni-del-nostro-tempo/

Goal: To create a narrative platform that connects culture, scientific research, business, and society.

Claim: Creating culturally relevant platforms across community engagement.

Media: Digital content, original productions, cultural events

Summary: The third edition of the Planetaria Festival, organized by Superhumans, will take place on September 26 and 27 in Bologna. The festival focuses on urban transformations redefining living and planning for the future, directed by artistic leader Stefano Accorsi and scientific director Giulio Boccaletti. The project aims to combine strategy, creativity, and editorial curation to build platforms that draw attention through cultural relevance and enable brands to engage with communities meaningfully.

community engagement Cultural relevance urban transformation

Panama

Gabriel Barletta: ‘The brands that transcend are those that participate meaningfully, not those that interrupt’

Brand: Nescafé

Campaign: Nescafé Decaf Billboards

Source: https://www.adlatina.com/publicidad/gabriel-barletta-las-marcas-que-logren-trascender-son-las-que-participan-con-sentido-no-las-que-interrumpen

Goal: To create culturally relevant advertising that connects with consumers

Media: Billboards

Summary: Gabriel Barletta, CEO of Star5 Creative, highlighted the importance of culturally relevant advertising in a saturated market. The agency's work, including the Nescafé Decaf Billboards, emphasizes simple, well-thought-out creative ideas that resonate with local contexts and have been recognized in major creative festivals. The article discusses the challenges of maintaining relevance in advertising and the need for brands to understand their audiences deeply, especially during high-exposure cultural moments like the World Cup.

advertising Creative Strategy Cultural relevance Nescafé

Mexico

Federico Russi and Samantha Hernández: ‘What distinguishes a brand is not how much noise it makes, but how impossible it is to ignore’

Brand: Corona, NotCo

Campaign: Certified by the Sun, Add your logo

Source: https://www.adlatina.com/publicidad/federico-russi-y-samantha-hernandez-lo-que-distingue-a-una-marca-no-es-cuanto-ruido-hace-sino-qu-tan-imposible-resulta-ignorarla

Goal: Demonstrate cultural relevance and innovation through creative advertising

Claim: What distinguishes a brand is not how much noise it makes, but how impossible it is to ignore

Media: Film festivals, advertising festivals

Summary: Federico Rusi and Samantha Hernández from Gut México discussed the agency's standout campaigns in 2025, including 'My Gut Friend,' 'Certified by the Sun' for Corona, and 'Add your logo' for NotCo, highlighting the importance of timelessness in branding amidst the challenges of creating memorable content in a rapidly evolving advertising landscape.

advertising Cultural relevance