Brand Tracker

Welcome to the automated Brand Tracker diaries.

Netherlands

Randstad wants to give HR back control with ‘HR under CTRL’

Brand: Randstad

Campaign: HR under CTRL

Source: https://www.adformatie.nl/creatie/campagnes/randstad-wil-hr-de-regie-teruggeven-met-hr-under-ctrl

Goal: To give HR back control

Claim: HR under CTRL

Summary: Randstad is launching a campaign titled 'HR under CTRL' aimed at empowering HR departments by restoring control over their processes and practices.

empowerment HR

Argentina

Preview: Shell Reinforces Its Bet on Scaloni with Don by Havas

Brand: Shell

Campaign: You Have What It Takes

Source: https://www.adlatina.com/publicidad/preestreno-shell-vuelve-a-apostar-por-scaloni-de-la-mano-de-don-by-havas

Goal: To emphasize confidence and empowerment for consumers

Claim: You Have What It Takes

Media: Television and digital platforms

Summary: Shell and Don by Havas have launched the new campaign for Shell V-Power titled 'You Have What It Takes'. Lionel Scaloni returns as the protagonist, highlighting the importance of confidence, power, and the attitude required to face challenges. The campaign aims to inspire self-trust through Scaloni's unique authority and authenticity.

advertising confidence empowerment sports

Global

Best Brands and Marketers – Communicate Online

Brand: L’Oréal Paris

Campaign: Sit Al Bait

Source: https://communicateonline.me/top-list/best-brands-and-marketers/

Goal: Reframe the term for housewife to empower women

Summary: L’Oréal Paris's ‘Sit Al Bait’ has evolved from an advertising campaign into an educational initiative that redefines the Arabic term for 'housewife' to 'Woman of the House'. Launched by FP7 McCann, McCann Paris, and Current Global MENAT, the campaign aims to empower women by integrating the revised term into educational materials in schools and institutions. The initiative has garnered over 42 million video views and more than 1,300 written responses from women in the region.

education empowerment L'Oréal women

Belgium

Zimmo and Publicis Take a Radical Turn with ‘YES. YOU. CAN.’

Brand: Zimmo

Campaign: OUI. TU. PEUX.

Source: https://pub.be/fr/zimmo-et-publicis-prennent-un-tournant-radical-avec-oui-tu-peux/

Goal: To promote empowerment and positivity.

Claim: YES. YOU. CAN.

Summary: Zimmo and Publicis have taken a radical turn with the campaign 'OUI. TU. PEUX.', focusing on themes of empowerment and motivation.

advertising empowerment Publicis

Global

Nutrafol Reframes the Makeover On Red Carpet’s Biggest Night

Brand: Nutrafol

Campaign: Be An After

Source: https://www.adweek.com/brand-marketing/nutrafol-reframes-the-makeover-on-red-carpets-biggest-night/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=7

Goal: Build awareness and empower consumers regarding hair growth.

Claim: Choose wellness on your hair growth journey.

Media: Live with E! and social segments

Summary: Nutrafol's new campaign 'Be An After' aims to reshape the narrative around hair growth by highlighting the journey and personal decisions behind it. In collaboration with E! red carpet correspondent Zanna Roberts Rassi, the campaign features ad spots showing real-life scenarios affecting hair growth, encouraging emotional engagement while setting realistic expectations for consumers. The initiative, created by agency nice&frank, was designed to empower and build trust in a culture often focused on instant results.

consumer trust empowerment hair wellness

Croatia

Kristen Bell is the new global face of L’Oréal Paris

Brand: L’Oréal Paris

Campaign: You’re Worth It

Source: https://www.media-marketing.com/vijesti/kristen-bell-je-novo-globalno-lice-loreal-parisa/

Goal: Empower women to define their own value and identity.

Claim: You're Worth It

Media: Video content and various communication channels

Summary: Kristen Bell has been announced as the new global ambassador for L'Oréal Paris, taking control of her narrative through a campaign that emphasizes personal identity and self-worth. The campaign highlights that value is inherent within women, rather than bestowed by the brand. Bell's journey with L'Oréal began in her childhood and will continue across various media platforms as she promotes a range of beauty products, starting with the 24H Midnight Cream.

beauty empowerment identity

Japan

Celebrating 20 Years of ‘Japanese Women Are Beautiful.’ TSUBAKI Redefines a Mature Brand and Media Mix Strategy.

Brand: TSUBAKI

Campaign: 20th Anniversary Campaign

Source: https://www.advertimes.com/20260805/article553002/

Goal: To celebrate the 20th anniversary of the brand and redefine its image.

Claim: Beautiful hair is my strength.

Media: OOH advertising in Shibuya and Nagoya

Summary: From July 6 to July 12, 2026, Fine Today launched an OOH advertising campaign for the hair care brand TSUBAKI in Shibuya and Nagoya to celebrate its 20th anniversary. Featuring global ambassador Suzy, the campaign reflects the brand's commitment to the value of beautiful, resilient hair amidst changing societal norms for women over the last two decades. The messaging emphasizes empowerment and adaptability.

advertising empowerment hair care