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: Samsonite transforms lifestyle bags into everyday companions; Abercrombie & Fitch returns to its New York roots; YSL Beauty and Prada Beauty entrust Alisha Boe and Zendaya, respectively, with the storytelling of their iconic fragrances; adidas by Stella McCartney embraces co-creation with athlete Anna Hall; Johnnie Walker Blue Label names Callum Turner to embody its message of progress; Kith reinterprets Cinelli’s heritage through a collaboration celebrating Italian design; and SNICKERS® Ice Cream Minis turns a hiring campaign into a brand engagement initiative.
With the latest chapter of its It’s Not Just a Bag, It’s a Samsonite brand platform, Samsonite renews its partnership with Olivia Culpo while expanding its brand narrative.
Following the debut of the Chocolate Mauve collection, the campaign shifts the focus to the brand’s lifestyle bags, positioning them as everyday companions rather than accessories designed solely for travel.
By showcasing simple, authentic moments from Olivia Culpo’s daily life, the campaign turns the product into a natural part of her routine, making the brand relevant not only for travel but also for everyday life.
Recently, Liquid I.V. partnered with Amazon Ads Brand Innovation Lab for the launch of Off Campus, the new Prime Video series based on Elle Kennedy’s bestselling novels.
At the heart of the partnership is a 30-second co-branded spot featuring the show’s lead actors, Ella Bright and Belmont Cameli, appearing in character.
In the ad, hockey player Garrett Graham finishes practice and spots Hannah Wells in the stands. Before walking over to her, he pours a packet of Liquid I.V.’s new Sugar-Free Ring Pop Cherry flavour into his water bottle.
The message - “giving your body what it needs so you can go after what you want” - directly connects the product to energy, sport and the romantic tension that defines the series.
Our partner Tracksuit’s data shows a brand on a strong growth trajectory. Between February 2025 and May 2026, Liquid I.V.’s awareness increased from 45% to 52%, while consideration rose from 30% to 35%.
The brand is already perceived as one of the most innovative in the category, but it still has room to grow on the attribute “is for people like me.” Only 35% of consumers who are aware of Liquid I.V. associate the brand with that statement, compared to 45% for Gatorade.
This is where the Off Campus partnership becomes particularly meaningful. Rather than simply driving awareness, it aims to make the brand more culturally relevant by embedding it in credible, highly relatable usage occasions.
For challenger brands, the goal isn’t just to be known - it’s to become the brand people naturally think of when the need arises.
This is the kind of insight Tracksuit shares fortnightly in their newsletter, Shorts: brand tracking analysis, consumer insights and case studies designed to understand what is really driving brand growth.
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