ROSSMANN

John Frieda Launches Campaign with Rossmann Partnership

Kao's haircare brand John Frieda is launching a new campaign titled "Generations by John Frieda" at the end of July, featuring testimonials Veronica Ferres and Lilly Krug in three video episodes. The campaign again teams the brand with the drugstore chain Rossmann as exclusive retail partner and uses Rossmann's retail-media and in‑store channels alongside social placements (Facebook, Instagram, TikTok), print (Gala) and digital integrations (Brigitte newsletter, banners on Rossmann's John Frieda page). Media planning and buying are handled by the Publicis agency Starcom. Kao emphasizes a strategy combining social-first content, influencer/creator collaborations and integrated retail activations to reach consumers along the full customer journey.

Joanna Lazar appointed Marketing VP DACH at Mondelez

Joanna Lazar has been appointed Marketing Vice President DACH at Mondelez International, leading marketing strategy across Germany, Austria and Switzerland for brands including Milka, Oreo and Philadelphia. She began the role on June 1, 2026, and is based in Bremen; the appointment was announced July 29, 2026. Lazar joins Mondelez after senior marketing roles at Unilever, a 2014 move to the LEGO Group as Vice President of Marketing for Central Europe, and about two years as Chief Marketing Officer at Swiss plant-based company Planted Foods AG. The personnel change reshapes Mondelez's regional marketing leadership and will be relevant to agencies, media buyers and partners working on campaigns in the German-speaking market. Mondelez reported approximately $38.5 billion in net revenue for 2025.

Aldi rejects app-based discount programs

Aldi publicly announced it will not introduce app-based discount or loyalty programs, framing the decision as a consumer-friendly alternative to increasingly complex, data-hungry retail apps. The article notes that industry observers had expected Aldi to follow rivals such as Lidl, Rewe, Netto, Penny, dm and Rossmann in launching app discounts. Aldi argues that the lowest price should apply to everyone regardless of smartphone ownership or registration, avoiding nudging customers through personalized offers. Consumer advocates warn that quasi-mandatory app solutions can be exclusionary or discriminatory and may face legal scrutiny. Aldi still values simplicity and expects the long-term value of customer data to remain high, but is using the stance as a communication advantage.