Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

A laptop at the table sets the tone for Coca-Cola’s new global campaign

Brand: Coca-Cola

Campaign: The world will wait

Source: https://www.imagensdemarca.pt/artigo/um-portatil-a-mesa-da-o-mote-a-nova-campanha-global-da-coca-cola/

Goal: Encourage consumers to leave distractions behind during meals

Claim: The World Will Wait

Media: Two films, outdoor campaign, digital influence strategy

Summary: Coca-Cola launched a new global campaign encouraging consumers to set aside distractions during meals, emphasizing the importance of shared moments at the table. Developed by WPP Open X and led by Grey, the campaign features two films and a digital activation centered around the expression AFK (Away From Keyboard), aiming to position Coca-Cola as a vital part of meal gatherings.

Global

Heineken Will Reward Serena Williams’ Superfans With a Trip to the US Open

Brand: Heineken

Campaign: Second Serve Tickets

Source: https://www.adweek.com/creativity/heineken-will-reward-serena-williams-superfans-with-a-trip-to-the-us-open/

Goal: Engage fans through a nostalgic ticket stub submission for a chance to attend the U.S. Open.

Claim: Social connection is the real heart of our position.

Media: Advertising, Social Media

Summary: Heineken has launched the 'Second Serve Tickets' campaign in partnership with Serena Williams, encouraging fans to submit old ticket stubs for a chance to win tickets to the U.S. Open. The campaign is designed to deepen social connections among tennis fans and includes a creative advertisement by LePub NY featuring archival footage and animations. The initiative also aligns with Heineken’s larger campaign, 'Fans Have More Friends,' aiming to enhance the social experience around sporting events.

fan engagement Heineken 0.0 Social Connection Tennis

Ireland

Heineken Celebrates Cannes Success with Homecoming Event

Brand: Heineken

Campaign: The Pub That Refused To Die

Source: https://www.adworld.ie/2026/07/17/heineken-celebrates-cannes-success-with-homecoming-event/

Goal: To encourage communities to take action to save their local pubs.

Claim: Pubs are at the heart of social connection.

Media: Documentary film, earned media, community events

Summary: Heineken Ireland celebrated its success at the Cannes Lions Festival with a homecoming event for the award-winning campaign 'The Pub That Refused To Die,' which highlights the efforts of the Kilteely community in saving their local pub, emphasizing the importance of pubs in social connections and community life.

community engagement documentary Social Connection