Brand Tracker

Welcome to the automated Brand Tracker diaries.

Argentina

Lionel Messi said goodbye to the Argentine National Team, and brands played their last match with the captain

Campaign: Thank You, Captain

Source: https://www.adlatina.com/publicidad/lionel-messi-se-despidi-de-la-seleccin-argentina-y-las-marcas-jugaron-su-ltimo-partido-con-el-capitan

Goal: To honor Lionel Messi's retirement from the national team

Claim: Thank you, captain

Media: Instagram, OOH (out-of-home advertising)

Summary: Lionel Messi bid farewell to the Argentine national football team in a heartfelt match that attracted creative tributes from various brands. The atmosphere was charged with emotion as Messi, accompanied by past and present teammates and loved ones, scored a penalty and assisted in two other goals during the match against Benin. Brands like Netflix, Noblex, and Carrefour publicly expressed their gratitude, while Mercado Pago and Mastercard engaged fans by inviting them to share their favorite Messi memories for a chance to win a signed jersey.

Argentina

New: ‘Thank You 10’, the tribute by Newcycle together with Adidas for Messi

Brand: Adidas

Campaign: Gracias 10

Source: https://www.adlatina.com/publicidad/nuevo-gracias-10-el-homenaje-de-newcycle-junto-a-adidas-para-messi

Goal: To honor Lionel Messi's retirement from the Argentine national team

Claim: Thank you, 10

Media: Documentary, Social Media

Summary: The campaign 'Gracias 10' by Adidas, in collaboration with agency Newcycle, was created to honor Lionel Messi's farewell from the Argentine national team. It featured actions starting in Rosario, moving to Monumental Stadium, and concluding in Miami. The campaign included a giant jersey exhibit as a tribute and a documentary showcasing Messi's last moments with the national team.

Farewell tribute Football Lionel Messi

Argentina

Three Cities, One Jersey, and Two Words: adidas’s Thank You to Messi

Brand: Adidas

Campaign: Gracias 10

Source: https://www.media-marketing.com/vijesti/tri-grada-jedan-dres-i-dvije-rijeci-adidasova-zahvala-messiju/

Goal: To pay tribute to Messi's career with the Argentine national team and highlight the brand's long partnership with him.

Claim: Gracias 10

Media: Documentary film, social media channels

Summary: The campaign 'Gracias 10' by adidas celebrates Lionel Messi's 21 years with the Argentine national team and over two decades of collaboration with the brand. It links significant locations in Messi's career through a journey of a jersey emblazoned with the words 'Gracias 10'. The first part featured films of Messi's teammates sharing personal memories, culminating in public displays in Rosario and Buenos Aires, and concluding with a documentary released on social media that summarizes the journey and farewell.

Adidas Argentina Lionel Messi sports campaign

Argentina

New: ‘Impossible’, TyC Sports’ tribute to Lionel Messi, with creativity from Mercado McCann

Brand: TyC Sports

Campaign: Impossible

Source: https://www.adlatina.com/publicidad/nuevo-imposible-el-homenaje-de-tyc-sports-a-lionel-messi

Goal: To honor Lionel Messi after his retirement from the national team

Summary: TyC Sports has launched a new tribute spot titled 'Impossible' honoring Lionel Messi following his announcement of retirement from the Argentine national team, building on the emotional impact of previous campaigns.

Lionel Messi retirement Tribute

Global

Gen Z Perspectives: WPP, Huggies’ throwback hit and Coca-Cola’s refresh

Brand: Huggies

Campaign: Revival of a 19-year-old bath-time photo campaign

Source: https://www.marketing-interactive.com/gen-z-perspectives-wpp-huggies-throwback-hit-and-coca-cola-s-refresh

Goal: Reconnect with a nostalgic cultural moment

Claim: They grow up so fast

Media: Out-of-home advertising

Summary: Huggies has revived a nearly two-decade-old campaign featuring an iconic photo of Lionel Messi bathing a baby Lamine Yamal, which went viral during the FIFA World Cup 2026. The campaign includes a new out-of-home execution aimed at capturing the essence of childhood.

Huggies Lionel Messi nostalgia World Cup