Welcome to the automated Brand Tracker diaries.
The Recipe of KFC to Build Brand (Beyond Chicken)
Goal: To transform brand communication and build a recognizable identity.
Media: Cannes Lions, Podcast
Summary: KFC Spain shared insights at Cannes Lions on how the brand shifted its strategy during challenging times, particularly during the pandemic, to view audience fragmentation as an opportunity for brand development across various touchpoints. This transformation has solidified KFC's status as a creative leader in branding within Spain and beyond.
Lifebrands: With this model, Kubrik makes brands the obvious choice
Goal: To make brands the obvious choice for consumers.
Claim: Brands as a natural choice
Summary: The article discusses how Kubrik's 'Lifebrands' model is designed to position brands as a natural selection for customers, integrating them into everyday choices seamlessly.
SWIO repositions itself and operates its rebranding with Lola
Source: https://www.adada.lu/2026/06/swio-se-repositionne-et-opere-son-rebranding-avec-lola/
Goal: repositioning the brand
Summary: SWIO is undergoing a rebranding effort in collaboration with the agency Lola, aiming to reposition its brand in the market.
5 Lessons From the World Cup’s Best Marketing Plays—and Those That Missed the Mark
Goal: Drive commercial success and product sales through strategic marketing.
Media: Film, retail pop-ups, app integration
Summary: Adidas effectively leveraged the 2026 FIFA World Cup through its 'You Got This' campaign, which included a long-term strategy with various product drops and retail experiences, resulting in significant sales and a growth in revenue. The campaign's success showcases the importance of proactive marketing leading up to major events.
How Dum Dums owner Spangler created a candy empire built on nostalgia
Source: https://www.marketingdive.com/news/Spangler-nostalgia-candy-dum-dums-sweethearts/825762/
Goal: To refresh the Bit-O-Honey brand and increase sales
Claim: Restoring Bit-O-Honey to its original recipe has kept people coming back for more
Summary: Spangler Candy Company has successfully revitalized its nostalgic candy brands like Bit-O-Honey through careful restoration and strategic marketing, leading to a significant sales increase. The company focuses on maintaining the legacy and history of its brands, with an emphasis on appealing to adult consumers while staying true to the original recipes.