Brand Tracker

Welcome to the automated Brand Tracker diaries.

Sweden

Hedvig Launches Scent for Drivers with Cra-yon

Brand: Hedvig

Campaign: Scent for Drivers

Source: https://www.resume.se/marknadsforing/kampanj/parfymforetagets-nya-doft-ska-paminna-om-en-bilolycka/

Goal: To reshape communication around insurance and engage drivers.

Claim: A scent that evokes the dangers and relief of driving.

Summary: Insurance company Hedvig, in collaboration with fragrance house Cra-yon, launches a car scent designed to remind drivers of both dangers and relief. This unique scent card features a design of a crashed car and emits a fragrance pyramid that transitions from fresh top notes to smoky tones, ultimately settling into a warm base to symbolize safety after danger. The campaign aims to enhance engagement with car insurance by appealing to multiple senses.

Global

The OK Go group maintains its marketing innovation by relaunching a mobile game

Brand: OK Go

Campaign: Mobile Game Relaunch

Source: https://www.reasonwhy.es/actualidad/grupo-musica-ok-go-relanza-juego-moviles-say-the-same-thing

Goal: Innovate marketing strategies

Media: Mobile

Summary: The band OK Go continues its innovative marketing approach by relaunching a mobile game, emphasizing their unique take on engaging audiences through interactive experiences.

marketing innovation mobile game

Global

Gastón Bigio and Sean Summers: ‘The Only Risk is Not Taking Risks’

Brand: Mercado Libre

Campaign: Cannes Lions 2026

Source: https://www.adlatina.com/publicidad/gastn-bigio-y-sean-summers-el-nico-riesgo-es-no-arriesgar

Goal: To transform cultural relevance and audience attention into concrete results for brands

Claim: The only risk is not taking risks

Media: Event sponsorship and networking

Summary: In this episode of Market Minds, Gastón Bigio, founder of Gut, and Sean Summers, EVP of Mercado Ads & CMO of Mercado Libre, discussed the importance of taking risks in communication and marketing during their conversation at Cannes Lions 2026. They emphasized the need for continuous reinvention in marketing strategies to maintain success and relevance amidst competition.

Cannes Lions communication leadership marketing innovation

Global

EXCLUSIVE: Behr Elevates Andy Lopez to CMO as It Paints a More Digital Future

Brand: Behr

Campaign: Color of the Year

Source: https://www.adweek.com/brand-marketing/exclusive-behr-elevates-andy-lopez-to-cmo-as-it-paints-a-more-digital-future/

Goal: To modernize the brand through digital transformation.

Media: TikTok, website

Summary: Behr has promoted Andy Lopez to CMO, focusing on digital transformation and innovation in tackling color paralysis for DIYers. His role includes integrating digital marketing and product strategy for a seamless customer experience, following previous efforts such as TikTok content and a World Cup collaboration with Home Depot.

digital transformation home improvement marketing innovation

Switzerland

Sponsoring Switzerland: Brack Wins the 7th Sponsoring Excellence Award – Media Partner

Brand: Brack

Campaign: Brack – Unboxing Football

Source: https://www.persoenlich.com/mediapartner/brack-gewinnt-den-7-sponsoring-excellence-award

Goal: To provide real value to fans and promote engagement through sponsorship

Media: Stadium events, merchandising, creative activations

Summary: Brack has become the naming partner of the Brack Super League for the 2025/26 season, expanding its role as a partner of youth football in Switzerland to include the highest tier of Swiss football. Through innovative approaches and integrating various marketing mix elements, Brack aims to offer value to fans, customers, and employees alike. The project was recognized at the Sponsoring Excellence Awards for its comprehensive approach and effective integration with the company's strategy.

Football marketing innovation sponsorship