Brand Waves This Week

LOEWE and On launch the Cloudsolo sneaker; Sweetgreen debuts the Ranchy Baddie Bowl; Tim Tam takes the UK by storm with a Down Under campaign.

Welcome to 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 the way brands connect with audiences.

This edition is in partnership with Tracksuit, the affordable, always-on brand tracking dashboard that helps marketers and agencies prove the impact of their boldest brand work.

Today’s newsletter includes: LOEWE and On launch the Cloudsolo sneaker; Sweetgreen debuts the Ranchy Baddie Bowl; Burger King rolls out the It’s Only Natural campaign; Tim Tam takes the UK by storm with a Down Under campaign; Burberry showcases London through short films and experiential pop-ups; Kith presents the Road to Victory collection; Spotify launches Tunetorials; Kittl previews 2026 design trends; Lay’s unveils a new visual identity; ASICS launches Everyday Escape; Domino’s unveils its first brand refresh in 13 years.

LOEWE and On Launch the Cloudsolo Sneaker in Collaboration

The Autumn/Winter 2025 collaboration between LOEWE and On has resulted in the launch of the Cloudsolo, a sneaker that blends LOEWE’s Spanish craftsmanship with On’s Swiss engineering precision.

The collection includes footwear and technical apparel, including seamless base layers designed to support the body in its natural movements.

The campaign, shot by photographer Ryan McGinley and directed by Bleunuit, features dancers from the MazelFreten company, with movement direction by Ash Rucker.

Filmed at the Faculty of Fine Arts at the University of La Laguna in Tenerife, the campaign showcases MazelFreten’s choreography, embodying the central theme of the collaboration: the mastery of movement as an expression of life, where struggle and success coexist in a rhythm that connects people and transcends the boundaries between stage and street.

Uber Eats launch Football Is For Food

Following the buzz generated by this year’s Super Bowl campaign, Uber Eats returned with the next chapter of its playful Football Is For Food campaign.

This time, the spotlight is on Bradley Cooper, Philadelphia Eagles superfan, who humorously defends his team’s Super Bowl win against executives convinced that football exists solely to sell snacks.

The campaign combined seasonal promotions, local restaurant partnerships, and social-first content, encouraging fans to share their delivery experiences and engage with the brand in fun and culturally relevant ways.

Tracking Brand Metrics – Uber Eats

According to Tracksuit data, Uber Eats has continued to grow across the brand funnel since the Super Bowl, with a solid progress:

Awareness: 84% (+2pp vs. February 2025)
Investigation: 56% (+6pp)
Consideration: 54% (+3pp)
Usage: 50% (+4pp)

Growth is particularly strong among 35-54 year olds, who drove increases across all stages of the funnel, while women contributed most to gains in consideration and usage.

Although the Super Bowl spot with Matthew McConaughey was a one-off, the autumn campaign leveraged the brand’s maturity and Uber’s strong halo effect to maintain market momentum.

The campaign demonstrates how Uber Eats can convert viral attention into sustained growth, reaching both younger and older segments while reinforcing its position at the intersection of sports, food, and fandom.

Get Tracksuit’s guide on how to train your brand to win!

Sweetgreen Launches the Ranchy Baddie Bowl with Nicolandria

After the viral success of Sweetgreen’s autumn campaign featuring Nic Vansteenberghe, the Nicolandria Nation community flooded the web with one question: “Where’s Olandria?”

The brand responded by creating the Ranchy Baddie Bowl, co-created with Nic and Olandria Carthen, combining flavor, spice, and crunch.

The bowl has thus become a symbol of connection between the brand and its community, sparking conversations, social shares, and a sense of belonging.

“Fans wanted Nicolandria, and we’re excited to deliver a bowl that channels their bold energy while staying true to our ethos: food that’s fresh, flavorful, and rooted in real ingredients from farmers and partners we know and trust” said Zipporah Allen, Chief Commercial Officer of Sweetgreen.

Burger King Celebrates Authentic Taste with a “Naturally” Human Campaign

Burger King launches It’s Only Natural, a campaign that blends tenderness and strategy, created by the creative network INGO The Agency.

After years of investing to eliminate artificial flavors, colors, and preservatives, the company continues to work on consolidating its brand purpose around a key concept: Real food tastes better.

Through a montage of real-life videos shot on smartphones – seemingly imperfect but full of truth – the brand captures a universal moment: when babies and children try to taste their parents’ Whopper.

In this sense, It’s Only Natural is not just a brand awareness campaign, but also an act of strategic consistency, reaffirming Burger King’s positioning as an authentic, approachable brand that is close to people.

“This campaign is built on a human insight we’ve all lived: kids crave what their parents are enjoying. It’s a small, honest moment that doesn’t need a script — and that’s exactly why it impacts everywhere. When something is truly human, it becomes naturally global.” explained Fernando Montero and Nicolás López, Executive Creative Directors of INGO The Agency.

Tim Tam Conquers the UK with a Down Under Campaign

Australian chocolate biscuit Tim Tam debuts its first official campaign in the United Kingdom, created by the independent creative agency Insiders.

The campaign aims to let British consumers know that the brand is now available in supermarkets across the country.

The campaign plays on the concept of Down Under, turning it into a simple yet brilliant visual idea: upside-down billboards popping up in various UK cities.

The initiative leverages a well-known cognitive principle in experiential marketing: when something appears “wrong,” the human brain pauses to process it, embedding it more deeply in memory.

“We know Britsh love Tim Tam,” said Amber Dutkiewicz, market development manager – UK&I at Arnott’s. “They’ve long been a cult favourite brought back in suitcases by Aussie friends and relatives. But many didn’t realise they’re now available in their local supermarkets.”

Burberry Launches the It’s Always Burberry Weather: Postcards from London Campaign

Burberry returns to expressing its identity with the new campaign It’s Always Burberry Weather: Postcards from London, a tribute to the English capital and the outerwear that has made the maison a global icon.

The campaign comes to life through four short films directed by John Madden and starring Oscar-winning actress Olivia Colman, who portrays various London characters – from the fish-and-chips lady to a cricket enthusiast – encountered by a group of tourists visiting the city for the first time.

The tone is witty, intimate, and deeply human, offering an authentic portrayal of everyday London life, while Burberry outerwear serves as a visual and symbolic thread throughout the story.

“Each film celebrates just a few of the many characters you’ll encounter in London,” explains Daniel Lee, Chief Creative Officer of Burberry.

Alongside the video campaign, Burberry extends the narrative into the physical world with experiential pop-ups inspired by the era of grand railway adventures, honoring the founder Thomas Burberry.

Kith Celebrates American Sports Culture with the New Road to Victory Collection

Kith renews its collaboration with the National Football League for the third consecutive year with the Kith for the NFL: Road to Victory collection.

The collection marks the 35th anniversary of the historic 1991 Super Bowl victory by the New York Giants – a moment etched in collective memory not only for the score, a nail-biting 20-19 win by a single point, but also for Whitney Houston’s iconic performance of the national anthem, symbolizing an era and national unity.

With Road to Victory, the brand goes beyond a simple sports celebration, crafting a truly intergenerational narrative where NFL history intersects with contemporary streetwear culture.

The inclusion of teams such as the Chicago Bears, San Francisco 49ers, Buffalo Bills, and New York Giants strengthens the appeal to fans across different cities and segments, turning the collection into a finely tuned heritage marketing initiative.

Spotify Turns Advertising Training into Music with the Tunetorials Project

Spotify has launched Tunetorials, a campaign designed to make learning advertising strategies more engaging and memorable.

Through a series of songs created in collaboration with six emerging artists, Spotify transforms technical information into original tracks and music videos that speak the language of pop culture.

Each “tunetorial” becomes a bite-sized educational content piece to listen to, share, and remember, offering an overview of the possibilities offered by the platform.

This approach perfectly reflects the brand’s DNA: experiential, accessible, and culturally relevant.

“We created Tunetorials based on a simple idea: What if learning about Spotify Advertising could be as fun as using Spotify?” explained Bridget Evans, Global Head of Business Marketing, Spotify. “Tunetorials are our way of blending education with entertainment so it doesn’t feel like a chore”.

With the addition of a limited-edition vinyl for media professionals and three official music videos, the project extends the experience offline as well, reinforcing Spotify’s role as a bridge between creativity, entertainment, and business.

Kittl Unveils the 2026 Design Trends Report

Kittl, in collaboration with Savee, has released its new 2026 Design Trends Report, an in-depth analysis showcasing how cultural and technological shifts are redefining the visual and creative language for the year ahead.

The report highlights ten key trends and three special mentions, exploring styles that are emerging, evolving, or poised to become the next major influences in design.

What makes this report truly unique is its interactivity: it was created entirely on Kittl, allowing you to explore trends, remix visuals, and apply them directly to your projects.

If you want to try Kittl, use the code BRANDWAVES25 to get 25% off Pro or Expert plans (monthly or annual).

Lay’s Unveils Its New Visual Identity

Lay’s opens a new chapter in its story with a rebranding that puts the spotlight back on ingredient quality and the agricultural origin of the product—elements often overlooked by today’s consumers.

The decision to tell the journey “from potato to chip” responds to a significant insight: nearly half of global consumers did not know that Lay’s chips are made from real, farm-grown potatoes.

From this insight comes the idea of a more authentic communication approach, emphasizing the connection between land, people, and product, with a positive and transparent tone.

The new design, developed by PepsiCo’s in-house Design & Innovation team, expresses this return to roots through visual elements consistent with the brand’s DNA: the iconic yellow sun becomes warmer and brighter, the Lay’s Rays evoke the light that nourishes the potatoes, while a natural color palette reflects the ingredients and authentic flavors.

ASICS Promotes Daily Wellbeing with the Everyday Escape Initiative

On the occasion of World Mental Health Day, ASICS launches the Everyday Escape initiative, inviting people to experience how just 15 minutes of daily movement can improve mental wellbeing.

Research conducted by ASICS highlighted how the benefits of a wellness vacation quickly fade once returning home.

In contrast, the new Everyday Escape trial, supervised by Dr. Brendon Stubbs from King’s College London, shows that dedicating just 15 minutes and 9 seconds a day to movement leads to measurable mood improvements.

ASICS has chosen Natasha Rothwell, actress, writer, and wellness advocate, as the Everyday Escape Concierge. Rothwell will provide tips and inspiration for incorporating small moments of movement into daily routines, demonstrating that wellbeing can be simple, practical, and accessible to everyone.

“At ASICS, we believe that you don’t need to go far to leave it all behind. That’s why we’re inviting everyone to take an Everyday Escape, a simple 15-minute movement break, to take their body and mind to a happier place” explained Gary Raucher, Head of Global Marketing at ASICS.

Domino’s Unveils Its First Rebranding in 13 Years

Domino’s Pizza launches its first brand redesign in 13 years, aiming to make every aspect of the brand as desirable as the pizza it delivers.

The rebranding includes brighter colors, a bold typeface, refreshed packaging, team merchandise, and an original jingle, Dommmino’s, performed by five-time GRAMMY® nominee singer-songwriter Shaboozey.

At the heart of the redesign is the concept of craveability, embedded directly into the name through the jingle: every time “Domino’s” is said, “mmm” naturally follows, reinforcing the emotional connection between the brand and the pleasure of taste.

The packaging has also been completely revamped: simpler, brighter, and more recognizable boxes that highlight the iconic logo, with the Handmade Pan and Parmesan Stuffed Crust models reimagined in black and metallic gold for a premium effect.

If you’re looking for even more inspiration, check out last week’s edition of Brand Waves This Week for more standout campaigns and unmissable creative ideas!