Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Izidoro launches the third edition of ‘The Mentalist’ with mental health messages on packaging

Brand: Izidoro

Campaign: The Mentalist

Source: https://www.imagensdemarca.pt/artigo/izidoro-lanca-terceira-edicao-de-o-mentalista-com-mensagens-sobre-saude-mental-nas-embalagens/

Goal: Raise awareness about mental health among Generation Z

Media: In-store presence, digital content, social media, sponsored media, influencers, podcasts

Summary: Izidoro launches the third edition of 'The Mentalist', a mental health awareness campaign developed in partnership with Manicómio, focused on Generation Z. The campaign features eight messages on 35,000 product packages to initiate conversations around mental health, independence, relationships, and future challenges. The initiative also extends to digital platforms, offering anonymous psychological support through a dedicated page.

Global

Twenty Brands Capturing Generation Z’s Attention Right Now and How They Are Doing It

Brand: Bose

Campaign: New Headphones Launch

Source: https://www.adlatina.com/publicidad/bose-liberty-mutual-y-the-farmers-dog-las-marcas-que-ganan-terreno-entre-la-generacin-z

Goal: To capture the attention of Generation Z

Media: Music videos, collaborations

Summary: In the third quarter of 2026, Bose led the Ad Age-Harris survey on brands that significantly attracted Generation Z, thanks to the launch of new headphones and a price reduction on its QuietComfort headphones. The strategy involved collaborations, activations at festivals, and nostalgic marketing. Other top brands included Liberty Mutual, The Farmer's Dog, Electronic Arts, and Hollister.

brand activation electronic products Generation Z

Czech Republic

Generation Z Might Not Be Enough with ‘Play Responsibly’. Research Aims to Find Out What Really Works for Young People.

Brand: Allwyn

Campaign: Player Protection Lab Research

Source: https://www.mam.cz/novinky/analyzy-a-data/2026-09/na-generaci-z-mozna-nestaci-hrajte-zodpovedne-vyzkum-ma-zjistit-co-na-mlade-skutecne-funguje/

Goal: To investigate how Generation Z perceives risks associated with gaming and to assess the effectiveness of preventive measures.

Claim: Focus on Generation Z could provide critical insights into youth perceptions of risks and effective preventive measures.

Summary: NEWTON University has received a €100,000 grant from Allwyn to conduct research on safe gaming for Generation Z. This project aims to determine how young people manage risks, impulsivity, and self-control in a digital environment. It will include surveys to assess the impact of established limits and warnings on gaming behaviors. The findings, expected in summer 2027, will serve as a foundation for responsible gaming practices and customer protection initiatives.

gaming safety Generation Z research responsible gaming

Japan

How to Face the ‘Bento Detachment’ of Young People?

Brand: Hokkahokaten

Campaign: What is a Bento? Exhibition

Source: https://www.advertimes.com/20260914/article557383/

Goal: Increase awareness and purchasing experience among Generation Z

Summary: Hokkahokaten, known for its takeout bento business, launched its first interactive exhibition titled 'What is a Bento?' to commemorate its 50th anniversary, held from July 24 to August 6 in Soka, Saitama. Led by the Generation Z-focused project 'ZorZ', the exhibition aimed to convey the company's long-standing value beyond just bento, tapping into entertainment content to engage Generation Z, who may find it challenging to purchase bento directly.

bento Generation Z interactive exhibition

Portugal

The Youth Pass Validates You

Brand: Andante

Campaign: O Passe Valida-te

Source: https://www.imagensdemarca.pt/artigo/geracao-z-e-o-alvo-da-nova-campanha-do-andante-para-dar-a-conhecer-o-passe-jovem-gratuito/

Goal: To promote the free Passe Jovem for young people up to 23 years old

Claim: We know our destination. But how will the journey be?

Media: Digital channels, especially TikTok, social media, public transport operators

Summary: The campaign 'O Passe Valida-te' by the Transportes Metropolitanos do Porto aims to introduce the free Passe Jovem for individuals up to 23 years old in the Metropolitan Area of Porto. Launched during the back-to-school period, it targets Generation Z and encourages the idea of personal validation through the use of public transport, fostering themes of freedom and exploration. The campaign utilizes digital platforms and will feature content related to music, gaming, humor, and lifestyle, alongside participation from ambassadors and content creators.

Free pass Generation Z Public transportation Youth campaign

Croatia

Deutsche Telekom tells Generation Z not to be a passenger in their own lives

Brand: Deutsche Telekom

Campaign: Not a Passenger

Source: https://www.media-marketing.com/vijesti/deutsche-telekom-porucuje-generaciji-z-da-ne-bude-putnik-u-vlastitom-zivotu/

Goal: Empower Generation Z to take control of their digital lives

Claim: Your identity does not have to be shaped by algorithms and external opinions

Media: Paid media, social networks, outdoor advertising, interactive experiences

Summary: Deutsche Telekom's 'Not a Passenger' campaign, created by agency INGO, addresses Generation Z with a message that technology and content do not have to dictate the direction of their lives. The campaign features Rhian Teasdale from the band Wet Leg, who navigates a digital landscape of external pressures before taking control and changing the narrative. The campaign expands beyond a 60-second film to include live events and interactive experiences in multiple Central European markets.

advertising campaign digital empowerment Generation Z

Global

Westfield Proposes a Surreal Journey to Promote Its Shopping Centers to Generation Z

Brand: Westfield

Campaign: Surreal Journey

Source: https://www.reasonwhy.es/actualidad/westfield-viaje-surrealista-promocionar-centros-comerciales-generacion-z

Goal: To promote shopping centers to Generation Z

Summary: Westfield is proposing a surreal journey to promote its shopping centers to Generation Z, addressing the importance of reaching this audience despite criticisms about social media investment.

Generation Z shopping