Brand Tracker

Welcome to the automated Brand Tracker diaries.

Italy

Advertising: BMW launches spots with the voice of Rose Villain

Brand: BMW

Campaign: BMW Series 1 with Rose Villain

Source: https://brand-news.it/brand/automotive/auto/pubblicita-bmw-lancia-gli-spot-con-la-voce-di-rose-villain/

Goal: To connect with younger generations and extend the narrative beyond traditional advertising formats

Claim: Reach for the moon

Media: Television, radio, social media

Summary: BMW Italia launches a campaign for the BMW Series 1 featuring the voice of Rose Villain, aimed at younger audiences through a mix of music, commercials, and social media content. The collaboration includes a TV spot with a voice-over by Villain and a dedicated radio creative. The messaging emphasizes accessibility and personal expression with the model.

Global

How Coca-Cola’s Mr. Pibb became the fastest-growing brand of 2026

Brand: Mr. Pibb

Campaign: Basketball Culture Campaign

Source: https://www.marketingdive.com/news/how-coca-colas-mr-pibb-became-the-fastest-growing-brand-of-2026/833009/

Goal: Increase brand awareness and consumer trial

Claim: Fastest-growing brand of 2026

Media: Promotional events, sampling, social media

Summary: Coca-Cola's Mr. Pibb has experienced significant growth since its relaunch, becoming the fastest-growing brand of 2026 with over 20% volume growth in Q2. The relaunch strategy focused on targeting 'zillennial' consumers through a campaign centered on basketball culture, and plans for future product extensions, including the Mr. Pibb Black-Current flavor, are underway.

rebranding soda Youth Marketing

Argentina

New: Room 23 and Sernova are inspired by the flavors that young people prefer

Brand: Sernova

Campaign: A flavor you recognize

Source: https://www.adlatina.com/publicidad/nuevo-room-23-y-sernova-se-inspiran-en-los-sabores-que-los-jvenes-prefieren

Goal: To connect with a new generation of consumers

Claim: A flavor you recognize

Media: Digital content, events, parties

Summary: Sernova, through agency Room 23, launched a limited edition vodka called Sernova Ice Pop, inspired by the flavor of a classic strawberry ice pop. The campaign aims to establish an immediate connection with younger consumers, and includes a real blind taste test to create spontaneous reactions and memories. It will be further promoted through digital content and events.

limited edition taste test vodka Youth Marketing

Japan

The Alias ‘Singing Diva of CANDY TUNE’ is Not Just a Name: Why Shizuka Miyano Was Chosen as the Star and the Reason Daiichi Sankyo Healthcare Continues to Promote CANDY TUNE

Brand: Daiichi Sankyo Healthcare

Campaign: Lulu Direct S Tablet Web CM ‘Effectiveness Quick Talk’

Source: https://www.advertimes.com/20260911/article557232/

Goal: To communicate with a younger audience

Media: Web Commercial

Summary: Daiichi Sankyo Healthcare is expanding its collaboration with the seven-member idol group 'CANDY TUNE,' featuring them in the new web commercial for its cough suppressant 'Lulu Direct S Tablet.' The selection of Shizuka Miyano, who has a member color that matches the product packaging, was driven by the group's appeal to a younger demographic and their relatable image. The campaign aims to deliver brand communication effectively to younger consumers.

cough medicine idol group Youth Marketing

Finland

Not Too Light – Abloy Condensed Trust into a Gesture in Youth-Oriented Campaign

Brand: Abloy

Campaign: Abloy Handshake Challenge

Source: https://www.markkinointiuutiset.fi/artikkelit/ei-liian-kevytta—abloy-tiivisti-luottamuksen-eleeksi-nuorille-suunnatussa-kampanjassa

Goal: Engage young consumers and build relevance among them

Claim: Trust can be distilled into a gesture

Media: Social media, particularly TikTok and Instagram

Summary: Abloy, a leading brand in Finland known for locks, launched the Abloy Handshake Challenge to engage young Finnish audiences. The campaign encourages participants to create and share their unique handshake videos on social media, aiming to translate the abstract value of trust into a concrete action that resonates across cultures. The initiative involved collaborating closely with the agency SEK and notable influencers. This strategic outreach aims to establish a connection with the younger demographic, who will be decision-makers in the future.

brand engagement influencer marketing Social Media Campaign Youth Marketing