Brand Tracker

Welcome to the automated Brand Tracker diaries.

Australia

Myer unwraps its 2026 Christmas campaign

Brand: Myer

Campaign: Say More with Myer

Source: https://mumbrella.com.au/myer-unwraps-its-2026-christmas-campaign-941567

Goal: To shift the focus of Christmas gifting to the thought behind the gifts.

Claim: The gifts people remember aren’t always the biggest or the most expensive.

Media: Television, YouTube, outdoor, social media, radio, digital

Summary: Myer has launched its 2026 Christmas campaign titled 'Say More with Myer', which emphasizes the sentiment behind gift-giving during the festive season. The campaign's hero film showcases a typical Australian Christmas lunch and highlights how personal interactions can inspire thoughtful gifts. The campaign will feature various media formats and includes an expanded in-store experience with unique personalized gifting services.

Mexico

Premiere: Zurda Mexico & Conciergency add Lala cheeses and creams to their portfolio

Brand: Lala

Campaign: Échale un poquito más and Aquí se guarda

Source: https://www.adlatina.com/publicidad/preestreno-zurda-mxico-conciergency-suman-quesos-y-cremas-lala-a-su-portafolio

Goal: To personalize Mexican food experiences and engage with everyday culinary habits.

Claim: A meal is never truly finished until it reaches the table.

Summary: The campaign 'Échale un poquito más' recognizes the diversity in Mexican cooking and emphasizes that every dish can be customized by adding more ingredients to suit personal tastes. The second campaign, 'Aquí se guarda', addresses the common practice of repurposing empty cream containers for other foods, highlighting a cultural habit among Mexicans.

cultural habits Mexican food personalization

Sharps “It’s what’s inside that counts” by Neverland

Brand: Sharps

Campaign: It’s what’s inside that counts

Source: https://www.campaignlive.co.uk/article/sharps-it-s-what-s-inside-that-counts-by-neverland/499n14440se4tx84vp1pa6sk5v

Goal: To connect sisters through personalized furniture solutions

Claim: It’s what’s inside that counts

Summary: Fitted furniture brand Sharps has launched a campaign that emphasizes the importance of personal connection through custom wardrobe solutions, aiming to help sisters bond over personalized furniture designs.

advertising furniture personalization

Denmark

Ikea-CMO: The Good Creative Idea is More Important than Ever

Brand: IKEA

Campaign: Personalized Content Creation using AI

Source: https://bureaubiz.dk/ikea-cmo-den-gode-kreative-ide-er-vigtigere-end-nogensinde/

Goal: To create personalized content at scale using AI.

Summary: Ikea is leveraging AI for personalized content creation in their marketing efforts, aiming to enhance the relevance of their product images for various consumer segments. The company is currently in an exploratory phase of AI usage, focusing on optimizing product descriptions and images tailored to local insights and SEO. The discussion also touches upon the impacts of AI on agency pricing and the potential for companies to insource marketing tasks as a result of increased productivity.

AI in Marketing personalization

Malta

‘Tailored around you’: Laferla renews its commitment to clients with new brand tagline

Brand: Laferla Insurance

Campaign: Tailored Around You

Source: https://whoswho.mt/en/tailored-around-you-laferla-renews-its-commitment-to-clients-with-new-brand-tagline

Goal: Reinforce commitment to personalized insurance solutions.

Claim: Tailored Around You

Media: Website, mobile app

Summary: Laferla Insurance has launched a new brand tagline, 'Tailored Around You,' which emphasizes their commitment to personalized insurance solutions that cater to individual client needs. The tagline reflects the company's ethos and its evolution to meet changing market demands, including a more consultative approach to insurance in an increasingly diverse population.

digital transformation insurance personalization

Sweden

Movestic Creates Golf Film to Attract Pension Savers

Brand: Movestic

Campaign: Golf Film Campaign

Source: https://www.resume.se/marknadsforing/kampanj/mockumentar-om-golf-ska-fa-fler-att-pensionsspara/

Goal: To illustrate the possibility of personalizing savings and pensions

Claim: Pension, just the way you want it

Summary: Movestic's new campaign utilizes a golf theme to emphasize the importance of personalizing savings and pensions. The campaign features a mockumentary style film that follows a passionate greenkeeper, highlighting the brand's promise of customizability in a lighthearted yet serious manner. The focus shifts from the customer's perspective to that of the 'adapter' in this approach.

golf pensions personalization savings

Global

Coke tackles college football season with creator content, fantasy sports

Brand: Coca-Cola

Campaign: Fan Work Is Thirsty Work

Source: https://www.marketingdive.com/news/coke-tackles-college-football-season-with-creator-content-fantasy-sports/828780/

Goal: To enhance brand presence while targeting college football audiences

Claim: Fan Work Is Thirsty Work

Media: TV, social, digital, experiential, retail, e-commerce, public relations

Summary: Coca-Cola is ramping up its sports marketing with an updated campaign titled 'Fan Work Is Thirsty Work' focusing on college football and fantasy sports. This campaign seeks to personalize experiences for fans while maintaining a strong social media presence, celebrating the excitement of college sports with new advertisements and sponsorships, including the Coca-Cola Bowl Season.

campaign college football personalization sports marketing

United States

How Dr Pepper’s ‘Fansville’ campaign stays relevant and drives outcomes

Brand: Dr Pepper

Campaign: Fansville

Source: https://www.marketingdive.com/news/how-dr-peppers-fansville-campaign-stays-relevant-and-drives-outcomes/828824/

Goal: Drive sales through personalization

Media: ESPN, CBS, Fox, digital, radio, out-of-home, social media

Summary: Dr Pepper has launched the ninth season of its college football-themed 'Fansville' campaign, focusing on personalization and using advanced data techniques. The campaign features humorous advertisements with current cultural references and events in college football, aiming to stay relevant and drive sales.

advertising college football personalization

United Kingdom

From Menu to Altar: McDonald’s Transforms Sauces into Wedding Keepsakes

Brand: McDonald’s

Campaign: Wedding Flavours

Source: https://www.imagensdemarca.pt/artigo/do-menu-ao-altar-mcdonalds-transforma-os-molhos-em-lembrancas-de-casamento/

Goal: To transform a standard menu item into a wedding keepsake

Media: Instagram

Summary: The 'Wedding Flavours' campaign by McDonald's in the UK allows couples to personalize sauce packaging as wedding favors for guests, reflecting a trend towards personalized celebrations. The sauces are designed to be used during the wedding or kept as mementos, and the initiative seeks to position McDonald's products within the wedding context, moving beyond traditional fare. A limited promotion offered 20 couples personalized sauce packages and fries.

branding food personalization wedding