Welcome to the automated Brand Tracker diaries.
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.