Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.
This newsletter is sponsored by Tracksuit, the always-on brand tracker built for marketers and agencies to answer the question “Is my strategy working?”
Today’s newsletter includes: Bath & Body Works launches Fruit Fusion with Hilary Duff; Herbal Essences unveils the Scent of Your Dreams campaign with Amaya Papaya; Dunkin’ brings the King Kylie™ era back into the spotlight; HEINZ transforms football’s red and yellow cards into the new Penalty Packets; Spacegoods enters the ready-to-drink coffee market; BOSS BY BECKHAM launches the new Summer Capsule; adidas presents TRIONDA FINAL, the official match ball for the final stages of the FIFA World Cup 26™; LEGO and FIFA turn the world’s most iconic football trophy into a record-breaking build; and Sweetgreen celebrates seasonality with a new salad created with Alice Waters.
Bath & Body Works introduces Fruit Fusion, the new body care franchise that combines fruit-inspired fragrances with intense hydration, transforming the everyday routine into a sensorial and engaging experience.
The collection features four new fruit-inspired fragrances: Watermelon Whirl, Tangerine Twirl, Berry Bliss and Banana Blend.
For the launch of the collection, Bath & Body Works has chosen Hilary Duff as ambassador and creative partner of the campaign.
Singer, actress and cultural icon, Duff brings an image of authenticity and confidence to the project, values that align with the positioning of the new line and with the idea of a more inclusive and personal approach to beauty.
Herbal Essences launches Scent of Your Dreams, a new campaign that highlights the role of fragrance as a self-care tool capable of influencing mood and creating a sense of well-being.
The campaign stars Amaya Papaya, known to fans of the seventh season of Love Island for her vibrant and authentic personality. Her presence strengthens the brand’s positioning and embodies the values of the Herbal Essences woman: curious, radiant, and confident in her own identity.
In the campaign, a sensorial shower transports Amaya to the “above world”, a fantastical universe floating above reality, filled with clouds, lush green hills, and vibrant roses. Through a visual language inspired by the brand’s communication heritage, Herbal Essences transforms the everyday haircare routine into a moment of escape and pleasure, showing how fragrance can become a powerful tool for emotional connection.
Over the past few years, performance marketing has taken up an increasing share of marketing budgets: clicks, CPA, ROAS, and conversions are immediate metrics that are easy to measure and easy to bring into a Finance meeting.
The limitation? Performance marketing mainly works on existing demand, capturing people who are already ready to buy. Brand, on the other hand, creates future demand by building familiarity and preference among people who will enter the category in the future.
In other words: brand creates demand, performance marketing converts it.
Research from Tracksuit and TikTok shows that brands with high awareness achieve a 2.86x higher conversion rate compared to less recognised brands. The reason is simple: when people already know a brand, every acquisition activity becomes more effective.
The challenge is that many marketers still struggle to translate this value into the language of Finance. That’s why Tracksuit University was created: a course that helps marketers build a strong business case for brand investment - from deciding how much to invest, to balancing brand and performance budgets, to turning the entire argument into a one-page plan they can take to the board.
Use code THEBRANDWAVES to get 20% off the Tracksuit University course.
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