Welcome to the automated Brand Tracker diaries.
Adidas’ World Cup Win Comes at a Cost as Q2 Marketing Spend Tops $1 Billion
Goal: To rekindle passion for soccer and drive merchandise sales
Claim: Brought back the love for the game
Summary: Adidas reported a substantial increase in Q2 marketing spending, attributing much of this to its World Cup campaign 'Backyard Legends', which reportedly rekindled soccer-loving sentiments among fans and significantly boosted merchandise sales. Despite record net sales, increase in marketing costs led to a drop in shares, as profit expectations were not met. The campaign, featuring Timothée Chalamet, also facilitated a notable rise in jersey and ball sales during the World Cup.
Dove Men+Care and Getty Images Capture Men in Tears in the ‘Portraits of Care’ Campaign
Goal: To encourage men to express their emotions authentically and spark a broader conversation about emotional expression.
Claim: Celebrating men's vulnerability and tears as authentic expressions.
Media: Digital out-of-home and social media
Summary: During the World Cup matches, Dove Men+Care and Getty Images launched a photo project called 'Portraits of Care' that captures spontaneous emotional moments of joy and sadness among fans, highlighting the importance of men expressing their emotions openly and encouraging conversations about vulnerability.
Gen Z Perspectives: WPP, Huggies’ throwback hit and Coca-Cola’s refresh
Goal: Reconnect with a nostalgic cultural moment
Claim: They grow up so fast
Media: Out-of-home advertising
Summary: Huggies has revived a nearly two-decade-old campaign featuring an iconic photo of Lionel Messi bathing a baby Lamine Yamal, which went viral during the FIFA World Cup 2026. The campaign includes a new out-of-home execution aimed at capturing the essence of childhood.
Mom Store celebrates the beautiful game of parenthood during World Cup season
Goal: Make Mom Store culturally relevant during the World Cup.
Claim: The beautiful game of parenthood.
Media: Social media and digital assets
Summary: Mom Store has launched a social-first campaign titled 'For the Love of the Beautiful Game' in partnership with Think Human, intertwining football terminology with parenting experiences during the World Cup season. The centerpiece is a hero film that showcases family moments through the lens of football commentary, aiming to resonate with parents and young families. The campaign emphasizes the small victories and challenges of parenthood, making it relatable and engaging for the audience.
Heinz Arabia turns censorship into a punchline with tastefully placed tape
Source: https://campaignme.com/heinz-arabia-turns-censorship-into-a-punchline-with-tastefully-placed-tape/
Goal: To creatively engage fans by embracing censorship
Claim: Turned its cover-up into a global takeover
Media: Social media
Summary: During the 2026 World Cup, Heinz cleverly responded to censorship of non-sponsor brands by turning its cover-up into an opportunity for global brand engagement. The brand's ketchup bottle packaging mirrored the stadium's blurring of logos, allowing fans to bring the stadium experience home.
FACUA denounces Milfshakes for misleading advertising
Goal: To promote products with a significant discount during the World Cup
Claim: 99% discount if Spain wins the World Cup
Media: Social media
Summary: FACUA has criticized Milfshakes, an online clothing store linked to YouTuber Nil Ojeda, for allegedly misleading advertising. The brand offered a 99% discount on products contingent on Spain winning the World Cup, but complaints emerged that prices were artificially inflated before the discount was applied. FACUA filed a complaint to the authorities, alleging that the promotion violated advertising regulations.
The Ball Line: Infantinoization
Source: https://www.media-marketing.com/kolumna/linija-lopte-infantinoizacija/
Goal: Transforming Gianni Infantino into a pop-culture brand
Claim: Football unites the world!
Media: Television, Global Events
Summary: The article discusses the strategic PR efforts by Gianni Infantino's team to reshape his image from a bureaucratic leader to a pop-culture icon, coinciding with the 2022 World Cup and the first-ever halftime show. This image transformation is achieved through neuromarketing techniques aimed at creating a myth of Infantino as the 'first fan of the world,' while the actual event reflects corporate interests over national identity. The narrative uses visual manipulation and emotional appeal, even as the commercialization of the tournament raises questions about accessibility and authenticity.
New: Rapp Argentina and Assist Card unveil a manifesto on different ways to support
Goal: To conclude the brand's support for the Argentina National Team in the 2026 World Cup.
Media: archive footage, AI-generated images
Summary: Assist Card, in collaboration with Rapp Argentina, presents 'Asistir', the final piece of communication for its sponsorship with the Argentine Football Association during the 2026 World Cup. This piece marks the culmination of real-time engagement with fans, sharing content before and after each match until the national team's return to the country.
Saudi Arabia makes the World Cup’s hydration break a real-time marketing platform
Source: https://campaignme.com/saudi-makes-the-world-cups-hydration-break-a-real-time-marketing-platform/
Goal: Promote travel experiences in Saudi Arabia
Claim: Real-time social activation during World Cup hydration breaks
Media: Instagram
Summary: The Saudi Tourism Authority launched 'The Real Hydration Break' campaign during the World Cup, utilizing the tournament's hydration breaks for a live Instagram competition. Participants shared personal reasons for wanting to travel to Saudi Arabia, resulting in over three million views and 3,000 entries. The initiative connected travel to meaningful life moments, demonstrating how a global sporting event can engage audiences in a meaningful way.
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.
New: ‘Manual to Celebrate Like an Argentine’, by Fernet Branca and Zurda Studio
Goal: To explain how Argentinians celebrate football victories
Claim: Argentinian passion is part of their DNA
Media: Animations and audiovisual content
Summary: As part of its creative platform developed during the World Cup, Fernet Branca presents a series of animations explaining how to celebrate a victory in true Argentinian style. Zurda Studio created 'Manual para festejar como un argentino,' a series of tutorials based on insights into the Argentine way of life regarding football celebrations. The campaign highlights that both Argentinians and foreigners recognize the unique intensity and passion associated with Argentine celebrations.
Once Creative Campaigns to See
Source: https://www.adlatina.com/publicidad/11-campaas-creativas-que-debes-conocer-hoy-794056978
Goal: Celebrate the return of the AT&T Stadium after the World Cup
Media: Social media, video
Summary: AT&T celebrates the end of the FIFA World Cup advertising campaign with a social media initiative reflecting the return of the identity of AT&T Stadium, featuring a video with Jerry Jones revealing the restored logo of the stadium after the international football month.
MLS Is Ready for Its Through Pass From the World Cup
Source: https://www.adweek.com/brand-marketing/mls-world-cup-campaign/
Goal: To introduce fans to MLS players and encourage them to engage with the league through watching matches.
Claim: This is going to be one of the catalysts that’s going to explode soccer fandom in North America.
Media: national broadcast, streaming, digital, social, out-of-home advertising, and media partnerships
Summary: Major League Soccer (MLS) has organized watch parties during the FIFA World Cup in collaboration with FIFA and Fox Sports to remain prominent in fans' minds. Following the tournament, MLS is launching its largest marketing campaign in history titled 'Thanks World, We’ll Take It From Here' aimed at engaging fans further and introducing them to its players. The campaign includes various media channels and localized initiatives by MLS clubs to attract new viewers.
Football fans, these brands have more planned for you than just 90 minutes
Goal: To turn bars into community gathering spaces for football fans during the World Cup.
Media: Global anthem film, market-specific activations
Summary: The article discusses how brands are engaging with football fans during the FIFA World Cup. AB InBev's campaign, 'Cheers to bars', focuses on transforming bars into viewing hubs and includes various activations aimed at enhancing local business support and fan engagement during the tournament.
Who needs a ticket? Here are the brands bringing World Cup fever beyond the stadium
Goal: Engage fans with immersive experiences
Media: Outdoor activations, interactive experiences, live events
Summary: Budweiser engaged fans in Hong Kong with an eight-day fan carnival featuring football-themed installations, an outdoor bar, and interactive challenges as part of its global campaign 'Let it pour!'. The event aimed to recreate the excitement of matchday celebrations beyond the stadium.
Sagres’ Campaign for the World Cup was the Most Remembered by the Portuguese
Goal: To encourage fans to support the National Team with genuine and emotional messages.
Claim: Live the support for our National Team with Cup and Soul
Summary: The campaign 'Together, We Live the National Team with Cup and Soul' by Sagres was the most recalled among Portuguese consumers during the 2026 World Cup, with a 71% recall rate. Sagres was recognized as the most prominent sponsor of the National Team with a 64% awareness rate. The campaign aimed to create a genuine connection with fans and garnered a positive emotional response, aligning with over thirty years of partnership with the Portuguese Football Federation.
‘The Theory 116’: How to Turn a Statistic into Brand Conversation
Source: https://ipmark.com/la-teoria-116-como-convertir-dato-conversacion-marca/
Goal: Connect with football fans and generate digital engagement during the 2026 World Cup.
Claim: I have to tell you something. Spain is going to win the World Cup, and I can prove it.
Media: Digital platforms
Summary: MediaMarkt launched 'La Teoría 116' with agency After to connect emotionally with football fans as Spain participates in the 2026 World Cup. The campaign, featuring footballer Andrés Iniesta, links the historical significance of Spain's first World Cup victory to current events, aiming to enhance brand visibility and reinforce their reputation as a television specialist.
Final of the 2026 World Cup: Brand Actions Supporting La Roja
Goal: Engage fans and support the national football team
Media: Social media, public events, digital activations
Summary: As Spain prepares for the historic FIFA World Cup 2026 final against Argentina, brands are actively engaging with fans to support La Roja. Initiatives include watch parties, digital challenges, and transforming mobile network names to showcase support messages. Companies like Movistar, Vodafone, and Orange have modified their mobile identifiers temporarily, while Hellmann’s has launched experiential activations for fans in Madrid.
FIFA will sell the grass from the 2026 World Cup final
Goal: To sell limited edition pieces of the final match grass as collectibles.
Claim: A piece of the iconic pitch available for fans.
Media: Official FIFA store, British company KeepStub
Summary: FIFA is selling limited edition fragments of the grass from the 2026 World Cup final, priced up to $3,000. Each piece comes with a video certification of authenticity and a presentation box. The collection includes exclusive versions with additional memorabilia and aims to generate close to $10 million in revenue from the sales, with shipments beginning after the tournament.