Welcome to the automated Brand Tracker diaries.
Direct Insured: How Allianz Direct Makes Insurance Part of the Gen Z Feed
Goal: Engage Gen Z audiences
Media: social media
Summary: Allianz Direct, in collaboration with Somention, has launched a social-first campaign titled 'Direct Insured' featuring Willie Wartaal as the main character, aiming to engage with Gen Z audiences.
Spotify Case of EXTRA: Kotti d’Azur: How EXTRA Stayed Relevant with a Song on Spotify for Gen Z
Goal: Engage Gen Z with a Spotify song
Media: Spotify
Summary: The article discusses how EXTRA successfully connected with Generation Z by launching a song on Spotify as part of their campaign 'Kotti d’Azur'. This strategic move helped the brand maintain relevance among the younger demographic.
Situationsh!p: A1 wants to reach Gen Z with an eight-part micro-drama
Goal: To reach Gen Z
Summary: A1 aims to engage with Generation Z through an eight-part micro-drama series titled 'Situationsh!p'. The campaign focuses on themes relevant to a younger audience.
Parade Founder Cami Tellez Taps UTA Exec to Scale Her ‘Post-Follower’ Agency
Goal: Build a creator marketing platform for the post-follower era
Summary: Cami Tellez, cofounder of Parade, has launched a new venture called Devotion aimed at transforming influencer marketing in the post-follower era. The company recently brought on Ed Victori as its COO to help scale their efforts following significant growth.
E.l.f. Cosmetics returns to metaverse on avatar-based gaming platform
Goal: Increase awareness and purchase intent
Media: Zepeto
Summary: E.l.f. Cosmetics is enhancing its digital presence by launching the 'Express you e.l.f.' campaign on the avatar-based gaming platform Zepeto. The campaign targets predominantly Gen Z female users, allowing them to try on makeup and accessories from the brand's Power Grip line, promoting discovery, empowerment, and self-expression in virtual environments.
Sallie Starts Serving Ads to Students Looking for Scholarships
Goal: To connect brands with data about Gen Z and Gen Alpha students for targeted advertising.
Media: web and streaming platforms
Summary: Sallie, the broader brand name for Sallie Mae, has launched Backpack Media to allow brands to access its data on Gen Z and Gen Alpha students. Advertisements for various brands will begin appearing on Sallie.com, which caters to students and parents seeking scholarships or grants.
Mars and Choithrams lets Gen Z take the reigns with It’s MY Z-Store
Source: https://campaignme.com/mars-and-choithrams-lets-gen-z-take-the-reigns-with-its-my-z-store/
Goal: Engage Gen Z in rethinking grocery retail
Media: LinkedIn, Instagram, internal communications, retail screens, direct outreach to universities
Summary: Mars Gulf and Choithrams launched a campaign called 'It’s MY Z-Store', allowing UAE-based Gen Z individuals aged 18-24 to design a grocery shopping experience tailored to their needs. Participants worked in teams to create concepts focusing on aspects like store layout and sustainability, gaining real-world experience with mentoring from industry leaders. The campaign utilized a digital-first approach, leveraging social media and community engagement to reach young consumers.
Dairy Farmers of Ontario makes milk an all-day affair with Gen Z pop-up
Source: https://strategyonline.ca/2026/09/28/dfo-cafe-milk-oclock/
Goal: To position milk as a constant in Gen Z's daily lives
Summary: Dairy Farmers of Ontario launched a Toronto pop-up experience aimed at making milk a part of Gen Z's everyday life.
Creative Minds: Meet the Aussie creative director whose muse is an algorithm of weird
Source: https://www.campaignasia.com/article/creative-minds-miles-jackson/4zaq7tj6n5pb5zqmz91x9kkcmt
Goal: Reconnect the brand with Gen Zs
Media: TikTok
Summary: The article discusses the creative journey of Miles Jackson at VaynerMedia in Australia, particularly focusing on the campaign 'Plot Twisties' for the brand Twisties. The campaign aimed to engage Gen Z through a TikTok-led platform that emphasized cultural relevance and unexpected brand collaborations, achieving notable success in brand perception and sales.
Coach puts music at the heart of its Gen Z play
Source: https://www.marketing-interactive.com/coach-puts-music-at-the-heart-of-its-gen-z-play
Goal: Connect with Gen Z through music and real-world experiences
Media: Spotify, live performances, digital content
Summary: Coach's Fall 2026 campaign, 'Live your story', centers on music and real-world connections through a partnership with Spotify. The campaign features Elle Fanning and various musicians, creating personalized experiences via playlists and a traveling tour in multiple countries. The films depict themes of connection through live music, reflecting Gen Z's desire for deeper real-life connections.
Current Account Switch Service targets Gen Z with Nova May music video
Goal: Target Gen Z audience
Media: music video
Summary: The Current Account Switch Service has launched a campaign targeting Gen Z through a music video featuring Nova May, created by Wonderhood Studios.
How Hershey’s Katseye campaign takes on Gen Z’s desire for indulgence
Goal: Connect with Gen Z consumers through indulgence marketing
Claim: It's Your Happy Place
Media: National TV, connected TV, digital video, display, earned media, influencer, out-of-home, paid social, streaming audio
Summary: Hershey's launched a fully integrated campaign for its new Creme Bars, partnering with the girl group Katseye to appeal to Gen Z's desire for affordable indulgence. The campaign features a 60-second subway ad with choreography inspired by Katseye's song 'Pinky Up' and emphasizes accessible luxury amidst low consumer confidence.
Why Dr. Squatch is investing in experiences — not ads — with IShowSpeed
Goal: Engage Gen Z consumers and activate community participation.
Media: Social media, livestreaming, in-store displays
Summary: Dr. Squatch is launching 'Speedrun: Million Dollar Mission,' a multistage contest in collaboration with streamer IShowSpeed, aimed at engaging Gen Z consumers. Over nine weeks, the contest will feature 25 challenges, including treasure hunts for briefcases containing Dr. Squatch products and weekly missions inspired by IShowSpeed's content. The brand is focusing on participatory experiences rather than traditional advertising to foster community engagement.
The Irish Marketing Podcast: The Growth of the Creator Economy
Source: https://www.adworld.ie/2026/08/21/the-irish-marketing-podcast-the-growth-of-the-creator-economy/
Goal: Create a community of Gen Z creators
Summary: The Irish Marketing Podcast discusses the creator economy and highlights Orchard Thieves' collaboration with THINKHOUSE to form the 'Fox Pack', a community focused on authentic relationships with Gen Z creators, moving beyond traditional influencer partnerships.
Deutsche Telekom Takes Gen Z Driving in the ‘Not a Passenger’ Campaign
Source: https://pub.be/fr/deutsche-telekom-met-la-gen-z-au-volant-dans-la-campagne-not-a-passenger/
Goal: Engage Gen Z
Claim: Not a Passenger
Summary: Deutsche Telekom is launching a campaign titled 'Not a Passenger' aimed at engaging the Gen Z audience, encouraging them to take an active role rather than just being passive consumers.
Gen Z perspectives: Local flavours, AI watermarks and Instagram’s new look
Goal: Connect with younger consumers through familiar local tastes
Summary: Pocky is launching limited-edition 'Kopi-O' and 'Kaya toast' flavors in Singapore to engage younger consumers by tapping into local breakfast culture as part of its 'Pocky-Tiam' campaign.
Estée Lauder seeks a new generation of customers with new perfume
Source: https://www.media-marketing.com/vijesti/estee-lauder-novim-parfemom-trazi-novu-generaciju-kupaca/
Goal: Reach a new generation of consumers
Claim: Capture positive moments with Glimmer
Media: Television, print, digital channels, point of sale, outdoor, social media, programmatic video
Summary: Estée Lauder has launched its new fragrance Glimmer Eau de Parfum, with a campaign featuring Hailee Steinfeld, focusing on 'glimmers' of positivity that connect emotions. Marking the brand's significant return to the luxury women's fragrance category after a decade, the campaign launched globally on July 30 and includes various media formats targeting Gen Z and younger millennials in the UK and Ireland. It aims to engage consumers in meaningful moments and enhance brand recognition through an integrated media strategy.
The Silent War of Lemon: Why 7UP (Two Owners) Just Divided Its Brand into Two Worlds
Goal: Gain market share from Sprite/Starry
Claim: Lime-Lemon
Summary: The article discusses how 7UP, owned by Keurig Dr Pepper in the United States and PepsiCo worldwide, has launched rebranding efforts in 2026 that are diametrically opposed. KDP's strategy involves changing the flavor profile focus from 'Lemon-Lime' to 'Lime-Lemon' to appeal to Gen Z and Gen Alpha, while PepsiCo opts for an uplifting aesthetic. KDP's aggressive move includes altering the formula entirely across its product line without a limited edition. The context reveals a fierce competition against Sprite and Starry in the citrus segment in the U.S.
Content Champions: Safi Malaysia
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.
Why FX gave an iconic mall an ‘80s makeover to promote ‘The Shards’
Goal: Promote the series 'The Shards' and engage with Gen Z consumers
Media: Experiential activation, social media
Summary: FX is hosting an experiential activation at the Sherman Oaks Galleria to promote the series 'The Shards'. This event recreates an 80's mall atmosphere, featuring interactive experiences and collaborations with brands like Maybelline and Licorice Pizza, aimed at reviving nostalgia among Gen Z consumers. It includes activities like vinyl listening stations, makeup consultations, and arcade games.
Campaign Trail: Journeys amps up absurdity to break back-to-school conventions
Goal: To create an imaginative and loud back-to-school campaign
Claim: Don't Just Show Up. Turn Up
Media: TV, social media, influencer programs
Summary: Journeys' back-to-school campaign titled 'Don't Just Show Up. Turn Up', created by Anomaly, features a surreal music video showcasing students arriving at school in imaginative ways. It aims to embrace absurdity and creativity, inspired by art and cultural commentary, while targeting Gen Z and Gen Alpha.
How to Market With Gen Z, Not To Them
Source: https://www.adweek.com/brand-marketing/how-to-market-with-gen-z-not-to-them/
Goal: Engage Gen Z through community-driven co-creation in sports.
Claim: Bringing young creatives into local communities.
Media: Collaborative events, social media
Summary: Lenovo is focusing on connecting with Gen Z by actively listening to their insights through a Gen Z Advisory Board. The company emphasizes real-world storytelling and co-creation in its marketing strategy. The 'Your Club Your Canvas' initiative engages young creatives to design soccer club kits in collaboration with local communities, showcasing how technology can support authentic creativity.
New Brand Campaign: Tinder Wants to Abolish Traditional Dating for Gen Z
Goal: To eliminate traditional dating for Gen Z
Summary: Tinder has launched a new marketing campaign aimed at redefining and disrupting traditional dating norms for Generation Z. The campaign seeks to resonate with younger audiences by promoting a more modern and casual approach to dating.
AMF’s Retro Rebrand Aims to Win Over Gen Z Without Losing the League Crowd
Goal: Capitalize on nostalgia among millennials and Gen Z
Claim: A retro, midcentury modern vibe
Media: Social channels and physical bowling alleys
Summary: AMF has launched a comprehensive brand refresh aiming to attract millennials and Gen Z by embracing nostalgic elements from the past. With the help of the agency DoBad, AMF has updated its logo, slogan, and decor to create a retro experience across its bowling alleys.
How Coach Made Its 85-Year-Old Brand Trendy Again
Goal: To modernize the brand's image and connect with younger audiences, especially Gen Z.
Media: Social media, university activations, experiential stores
Summary: Coach has successfully repositioned itself to appeal to Generation Z while retaining its traditional customer base. The brand reported a 31% increase in sales and has focused on building community through innovative campaigns like 'Revive Your Courage' featuring celebrity ambassadors and collaborations with prominent figures. Coach also promotes sustainable products through its Coachtopia sub-brand and leverages social media trends to stimulate interest.
Opinion: Cannesmaxing with Thinkhouse’s Jane McDaid
Source: https://www.adworld.ie/2026/07/03/opinion-cannesmaxing-with-thinkhouses-jane-mcdaid/
Goal: Innovate how it reaches younger audiences
Claim: Cannes is the new SXSW
Media: TikTok, streaming services
Summary: The Cannes Lions Festival of Creativity has evolved significantly, emphasizing the importance of creators in marketing and entertainment. This year, major brands showcased their commitment to creators as the new frontier of media and engagement, with examples like FIFA partnering with Gen Z creators to stream World Cup matches, demonstrating the shift towards a more cultural and creator-focused landscape.
More than a new logo: why Tinder’s rebranding is the best cultural marketing class of the year
Goal: To build an emotional and cultural relevance with users
Claim: From 'happily ever after' to 'happily to be determined'
Summary: Tinder has launched its first rebranding in nearly a decade, aiming to address user fatigue particularly among Generation Z. The rebranding focuses on creating a more relatable and narrative-driven identity through the introduction of a fictional columnist named 'T', moving away from corporate language to connect emotionally with a diverse audience.