Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

A Change in the Japanese Dislike for Sunglasses: Why Students, Nursery Teachers, and Firefighters Have Started Wearing Them

Brand: Zoff

Campaign: UV Rays vs. Zoff

Source: https://www.advertimes.com/20261015/article560708/

Goal: To establish sunglasses as a daily eye care product in Japan

Claim: For everyone's eyes, for the future

Media: Television, TVer, YouTube, Prime Video, and print media

Summary: Zoff, a glasses brand, is accelerating efforts to establish a culture of wearing sunglasses in Japan, highlighted by a new TV commercial featuring actor Ren Meguro from Snow Man. The campaign aims to raise awareness about the importance of protecting eyes from UV rays, intending to increase the sunglasses wearing rate to 50% by 2030. The initiative includes promoting sunglasses in various settings where they were not typically worn, transforming their perception from a fashion item to an essential eye protection tool.

Ireland

Out Look: La Roche-Posay dynamically responds to live UV levels

Brand: La Roche-Posay

Campaign: Anthelios UVMune 400

Source: https://www.adworld.ie/2026/07/17/out-look-la-roche-posay-dynamically-responds-to-live-uv-levels/

Goal: To promote safe outdoor enjoyment by raising awareness of UV protection.

Claim: Protect against UV with SPF 50+.

Media: Liveposter, Transvision, Digipole, Digital 48 Sheet, Bridge Digital, Digital Portrait Panel

Summary: La Roche-Posay's latest out-of-home campaign for Anthelios UVMune 400 dynamically responds to live UV data, changing its messaging throughout the day based on current sun exposure levels. Developed by McCann Paris and utilizing the Shadow Sponsor platform with athlete Jannik Sinner, the campaign aims to connect the importance of UV protection with real-time environmental conditions, particularly during events like the All-Ireland Senior Hurling and Football Finals.

Dynamic advertising Outdoor campaign UV protection