Ikea, Adidas, Neutrogena, Jack in the Box…and Other Brands Targeting the U.S. Consumer

• Ikea

Carat Global announced on X that it  “has won the IKEA business in the U.S. and is proud to expand its global partnership with Ikea at Dentsu.”
Previously, Ikea partnered with Wavemaker, a member of WPP’s GroupM. An Ikea U.S. spokesperson highlighted that the company has “evaluated” its current needs and will transition to Carat at the end of its fiscal year, which concludes on August 31. The spokesperson did not clarify whether Ikea had formally reviewed its media operations or if Wavemaker had participated in any such review. “We look forward to working with the new team as we continue our transformation and growth in the U.S. market,” read the statement, expressing gratitude for Wavemaker’s contributions. In September last year, Ikea appointed McCann as its global creative agency. The account is run out of McCann Spain, which also works on the regional account, and will span all 31 countries where Ikea owner Ingka Group operates.  The company said the new approach allows for “simplified and impactful processes that support creative quality.”

• Adidas

At this exclusive event on September 19, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including Latin American marketing, e-commerce marketing, and leveraging marketing technologies. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

• Jack in the Box

Jack in the Box unveiled a brand new Jack’s Munchies Under $4 Menu, featuring some of the brand’s most beloved, iconic menu items, plus a new edition. Launching June 3, this new permanent addition to the Jack menu brings fans servings of Tiny Tacos, French Toast Sticks, new Sourdough Grilled Cheese and more, all under $4 — making Jack the spot for ultimate cravings and savings. Separately, Rapper Ice Cube collaborated with Jack in the Box on the “Munchie Meal” , a new advertising initiative created in collaboration with creative agency TBWA\Chiat\Day LA, which supports Cube’s Munchie Meal, starring Cube. The creative includes a :30 live action digital spot, two :15 live action spots, TVC and social assets.

• Skyy Vodka

Campary Group-owned Skyy Vodka is launching a global ad campaign. The “Embrace Every Y” campaign will launch first in the United States and Canada. It will be backed by a comprehensive marketing strategy that incorporates digital assets, including 15——and 6-second videos, stills, and GIFs, to be amplified through OLV, paid social, and search across channels including YouTube, Hulu, Facebook, and Instagram. Asset rollout in other global markets will follow. The “Embrace Every Y” campaign was developed in collaboration with New York-based creative agency SMALL, featuring the support of DMB productions. Says Luca Pannese, executive creative director of agency SMALL, “We set out to create a world SKYY could own: effortlessly cool, real, sensual, and fun. Every detail is meticulously crafted, from the foam on each espresso martini, to the shining disco ball, to the beautifully detailed fingernails. With this campaign we hope to attract not just observers, but participants, fully immersed in each moment of life.”
“After successfully relaunching SKYY^® Vodka globally over the past two years, we’ve seen high rates of recruitment and consideration thanks to our exceptional quality,” said Raul Gonzalez, Global Managing Director for Spirits at Campari Group. “The next step is to focus on building brand love with our consumers. The campaign is meant to exemplify their passion for elevating the ordinary and living life to the fullest – a value SKYY shares. We look forward to welcoming more people into the world of SKYY by embracing the bold, vibrant spirit the brand was born with.”