Brand Tracker

Welcome to the automated Brand Tracker diaries.

USA

Around the World: Food brands get freaky for Halloween

Brand: Patagonia

Campaign: 11.2 Million Vote Project

Source: https://stoppress.co.nz/news/international/around-the-world-food-brands-get-freaky-for-halloween/

Goal: Encourage Americans to vote in the mid-term election

Media: Patagonia's platform

Summary: Patagonia launched the '11.2 Million Vote Project' to incentivize Americans to vote by offering $100 merchandise credits for encouraging others to make voting plans. The initiative highlights the importance of voting among environmentalists and aims to fill the gap of 11.2 million non-voting Americans concerned with environmental issues. The company saw an overwhelming response, using its own credits to engage the public in the voting process.

Sweden

XL Bygg borrows form and rhetoric from the election campaign

Brand: XL Bygg

Campaign: Election Campaign

Source: https://www.resume.se/marknadsforing/kampanj/byggkedja-gar-till-val-pa-sankta-trosklar-och-hojda-tak/

Goal: To promote the company's values during the election period

Claim: We vote for wood, the natural choice. Now we build Sweden.

Media: Posters in Stockholm, XL-Bygg's own channels, campaign website

Summary: XL Bygg launches its own campaign inspired by political messages, focusing on issues such as stronger regulations, infrastructure, and advocating for wood in schools. The campaign, developed with agency Sweet, uses election rhetoric and visual language, placing posters throughout Stockholm to raise awareness of its values during the electoral period.

advertising campaign construction election

Sweden

Ica’s New Advertising Film Reflects the 2026 Election Campaign

Brand: Ica

Campaign: New Advertising Film Reflecting the 2026 Election Campaign

Source: https://www.resume.se/marknadsforing/kampanj/ica-hakar-pa-valrorelsen-i-ny-kampanj/

Goal: To comment on the upcoming election with a light-hearted approach

Media: Television

Summary: Ica has launched a new advertising film that reflects the political election campaign for September 13. Aiming to stay relevant while keeping a humorous tone, the film seeks to comment on the election and highlight the privilege of living in Sweden. The campaign is designed to connect with the current political climate without coming off as overly serious.

advertising election humor

Sweden

500 and Hint/08 Organize Joint Election Watch

Brand: 500

Campaign: Valvaka 2026

Source: https://www.resume.se/affarer/byraer/500-anordnar-valvaka-med-medieuppstickaren/

Goal: To broaden perspectives on election night

Media: Event discussions and traditional election coverage

Summary: The agencies 500 Stockholm and Hint/08 are organizing a collaborative event for election night in 2026, featuring discussions on political issues with participants from business, media, culture, research, and advocacy, aiming to provide a more engaging perspective on the electoral process beyond traditional reporting.

democracy election media event

Sweden

The Election Authority can advertise on Instagram and Facebook

Brand: Valmyndigheten

Campaign: Election Information Campaign

Source: https://www.resume.se/kommunikation/sociala-medier/gront-ljus-for-valinformation-pa-facebook/

Goal: To provide voters with election information

Media: Instagram, Facebook

Summary: The Swedish Election Authority, Valmyndigheten, will advertise on Instagram and Facebook to disseminate election information after Meta reversed its previous decision prohibiting such ads. This change follows a clarification that information from official election authorities is not considered political advertising, aiming to ensure that voters have access to essential voting information.

advertising election social media