Brand Tracker

Welcome to the automated Brand Tracker diaries.

Sweden

Emilie Överdahl Becomes a Major Winner in This Year’s Edition of Sweden’s Best Marketing Managers

Campaign: EX60 Launch Campaign

Source: https://www.resume.se/marknadsforing/tavling/volvos-elrenassans-emelie-overdahl-ar-sveriges-basta-marknadschef-2026/

Goal: Strengthen the brand's positioning as a premium brand focused on sustainability and safety

Claim: Embracing the future with safety and reliability

Media: Documentary films from factories and test centers

Summary: Emelie Överdahl, leading Volvo Cars, has been named Sweden's Best Marketing Manager in 2026 after successfully rebranding electric cars while maintaining the brand's heritage. Her leadership resulted in a clear positioning towards sustainability and safety, which was reflected in the emotionally resonant EX60 launch campaign that tackled consumer range anxiety. The brand has effectively combined long-term image building with innovative marketing strategies.

Portugal

Reinventing Driving Education May Earn You a License

Brand: Brisa

Campaign: Reinvent the Code

Source: https://www.imagensdemarca.pt/artigo/reinventar-o-ensino-da-conducao-pode-valer-uma-carta-brisa-desafia-os-jovens-a-apresentar-ideias/

Goal: Encourage young people to present innovative ideas for driving education

Media: Instagram

Summary: The Brisa Group launched the challenge 'Reinvent the Code', inviting young people aged 17 and a half to 22 to submit video proposals to make driving education more practical, efficient, and safety-oriented. The five winning ideas will receive training to obtain a category B driver's license. This initiative is part of the 'On the Wheel' project, aimed at fostering responsible driving behaviors among young drivers in Portugal.

driving education safety youth engagement

Global

Here are Campaign Middle East’s Work picks of September 2026

Brand: DP World

Campaign: Make the safe choice

Source: https://campaignme.com/here-are-campaign-middle-easts-work-picks-of-september-2026/

Goal: Reduce incidents among frontline workforce

Claim: Make the safe choice

Media: Safety Film

Summary: DP World released a brand safety film for Global Safety Day to address the false sense of security that can develop in routine working environments, aiming to enhance safety awareness among its employees.

campaign safety workforce

Global

Hanwha Vision Turns Film Set Into AI Demonstration

Brand: Hanwha Vision

Campaign: Now You See

Source: https://www.marketingtribune.nl/bureaus/nieuws/2026/09/hanwha-vision-maakt-filmset-tot-ai-demonstratie/index.xml

Goal: Demonstrate AI camera technology in a film production setting

Media: social media, outdoor advertising, campaign website, trade materials

Summary: Hanwha Vision and Cheil Korea produced a commercial featuring actress Amanda Seyfried to showcase their AI camera technology under the campaign 'Now You See'. The production involved 42 AI cameras that continuously recorded activities on set to highlight the technology's safety and operational benefits. The campaign aims to demonstrate the unique application of Hanwha's technology in complex environments like film production.

AI Technology film production safety

Portugal

Volvo Updates 40 Series with More Technology, Safety, and Artificial Intelligence

Brand: Volvo

Campaign: New Generation of the 40 Series Models

Source: https://www.imagensdemarca.pt/artigo/volvo-renova-gama-40-com-mais-tecnologia-seguranca-e-inteligencia-artificial/

Goal: To promote the newly upgraded XC40, EX40, and EC40 models with enhanced technology and safety features.

Claim: The best versions ever of these popular models.

Summary: Volvo Cars is launching an updated version of its popular XC40, EX40, and EC40 models featuring a new design, advanced safety technologies, and an enhanced digital experience with Google Gemini. The new models, available for order in Portugal next week, emphasize safety, technology, and design while incorporating a new software platform and more driver assistance features to ensure a safer driving experience.

automotive design safety technology

Uruguay

Cabify Strengthens Travel Safety (How the New Identity Verification Tool Works for Passengers and Drivers)

Brand: Cabify

Campaign: Security PIN Implementation

Source: https://infonegocios.biz/y-ademas/cabify-refuerza-la-seguridad-de-sus-viajes-asi-funciona-la-nueva-herramienta-de-verificacion-de-identidad-para-pasajeros-y-conductores

Goal: Enhance safety for passengers and drivers

Claim: Increased safety through unique trip verification

Media: Mobile application

Summary: Cabify has introduced a security PIN feature in their app, which generates a unique four-digit code for each trip. This ensures that passengers are getting into the correct vehicle and provides drivers with confirmation that they have the right customer. The feature aims to enhance safety during rides, particularly during high-demand times or at night. Users can customize the activation of this feature from their app settings. This functionality is currently available in Uruguay.

ride-sharing safety technology Uruguay

Sweden

Kalles Kaviar launches friends on the caviar tube

Brand: Kalles Kaviar

Campaign: Friendlier Campaign

Source: https://www.resume.se/marknadsforing/kampanj/kalle-far-sallskap-pa-kaviartuben/

Goal: To promote children's right to feel safe, included, and seen in school

Summary: Kalles Kaviar has launched a new initiative in collaboration with Friends to raise awareness about children's need for safety and inclusion in schools. For the first time, the character on the caviar tube will have a friend. The campaign, part of the Friendlier initiative, aims to highlight the importance of being a good friend and will be available in stores from week 35 to 45.

children's rights inclusion safety

Global

With Protective Features and Learning Mode: OpenAI Introduces ChatGPT for Teens

Brand: OpenAI

Campaign: ChatGPT for Teens

Source: https://www.horizont.net/medien/nachrichten/mit-schutzfunktionen-und-lernmodus-openai-fuehrt-chatgpt-fuer-jugendliche-ein-235475

Goal: Introduce a safer AI tool for teenagers

Claim: Safe and educational AI for youth

Summary: OpenAI has launched ChatGPT specifically designed for teenagers, incorporating protective features and a learning mode to create a safer and more educational AI experience for young users. The new version aims to provide a conducive environment for learning while protecting users from inappropriate content.

AI education safety

Portugal

Eclipse in Sight: Guia Repsol Distributes Certified Glasses in Lisbon and Porto

Brand: Guia Repsol

Campaign: Safe Solar Eclipse Viewing

Source: https://www.imagensdemarca.pt/artigo/eclipse-a-vista-guia-repsol-distribui-oculos-certificados-em-lisboa-e-no-porto/

Goal: To promote safety during the solar eclipse and connect culinary experiences with astronomical phenomena.

Claim: Come see the Sun (and the Suns) safely with Guia Repsol.

Media: Social media, on-site distribution at service stations.

Summary: Guia Repsol is distributing certified glasses for safe solar eclipse viewing on August 12th at two service stations in Lisbon and Porto. The initiative aims to gather families and sky enthusiasts while highlighting the food experiences associated with the Guia Repsol. A QR code on the glasses will link to a website showcasing restaurants recognized by the Guia Repsol.

astronomy gastronomy Guia Repsol safety solar eclipse

United States

Who is driving tonight? Heineken has included the question in the OpenTable reservation

Brand: Heineken

Campaign: There’s No Such Thing As Fine to Drive

Source: https://www.media-marketing.com/vijesti/ko-veceras-vozi-heineken-je-pitanje-ubacio-u-opentable-rezervaciju/

Goal: Promote responsible alcohol consumption

Claim: There's No Such Thing As Fine to Drive

Media: OpenTable reservation platform

Summary: Heineken has partnered with OpenTable to introduce a new step in the reservation process that allows guests to designate a sober driver for their night out. This initiative, part of the 'There’s No Such Thing As Fine to Drive' campaign, is currently being piloted in Houston. Participants can identify a driver during their reservation and receive incentives including gift cards for non-alcoholic Heineken 0.0 and potential vouchers for future transportation. This aims to encourage safer planning for nights out and foster responsible drinking habits.

incentives responsible drinking safety