Reckitt vs Wander

Durex Signs Sean Dyche for 'Get Wood Rising' Campaign

Durex, a brand by Reckitt, has launched a season-long comedy campaign called 'Get Wood Rising' with former Premier League manager Sean Dyche as 'performance director.' The campaign, created by McCann Content Studios at McCann London, centers on a fictional partnership with real non-league club Woodley United FC, which hasn't had a promotion in 10 years. The 100-second launch film uses innuendo and humor to promote Durex Performance condoms and gel, featuring comedian Chris McClure as a performance assistant. The social-first campaign debuted on October 9, 2026, and amassed over a million views on Instagram within hours. Documentary-style episodes and behind-the-scenes content will run across Meta, TikTok, and influencer channels throughout the season. The campaign aims to make conversations about sexual performance more open and relatable while driving brand awareness and market share.

• Durex launched 'Get Wood Rising', a season-long campaign with former Premier League manager Sean Dyche.
• The campaign is a partnership with non-league football club Woodley United FC.
• The launch film gained over one million views on Instagram within hours of its October 9 launch.

Putting Better Health in More Hands: Reckitt Pakistan Unveils Saaf Sehatmand Pakistan in Partnership with Aga Khan Foundation

Powered by Dettol and Harpic, the flagship platform begins in schools to provide safe drinking water, rehabilitated toilets, handwashing facilities and hygiene education.

Veet, Gocomo Launch 'The Smooth Switch' Creator Campaign

Veet has launched a summer creator campaign called "The Smooth Switch" in collaboration with Berlin-based social-first agency Gocomo. The campaign addresses hair removal with a humorous and deliberately imperfect tone and aims to generate buzz through the participation of eight creators. The article notes this is the first direct collaboration between the brand and the agency and references Gocomo's work with other Reckitt-owned brands such as Durex.

• Veet launched a summer creator campaign named "The Smooth Switch".
• The campaign was developed with Berlin social-first agency Gocomo.
• The campaign adopts a humorous, intentionally imperfect approach to hair removal.

AI Startup Minerva Launches Agentic CDP for Marketers

Minerva, an AI startup founded by finance veterans, has raised $20 million and built an 'agentic CDP' that uses AI agents to unify brand first-party data with an identity graph of 270 million consumers. The CEO Jackson Engles emphasizes the product is a specialized marketing platform rather than a general-purpose AI tool. Minerva's agents, built on OpenAI, map, unify, and supplement customer data, enabling use cases like extending direct mail campaigns and creating lookalike audiences for Meta. Client results include an 80% boost in marketing-qualified leads for Ramp and a 3.4x higher ROAS for Wander. The company is also developing an 'agentic data scientist' for predictive modeling. Minerva avoids marketing the CDP label, focusing on outcomes over infrastructure.

• Minerva raised $20 million (Axios, June 2026).
• Minerva uses an identity graph of 270 million consumers.
• Client Ramp saw an 80% increase in marketing-qualified leads.

Swiss Agency Pas Mal Creates Serialized Ovo Campaign for Ovomaltine

Pas Mal, a Zurich agency, has developed a 15-part video series for Ovomaltine's summer festival sponsorship, featuring recurring characters Jan and Ruth on a road trip to Swiss open-air festivals. The campaign, which includes organic reach and paid distribution, generated approximately 4.6 million views and over 14 million impressions. The story is set to continue in the fall with a visit to the world's highest Ovo shop. The campaign was conceptualized and produced by Pas Mal in collaboration with Ovomaltine and creators, highlighting a shift towards episodic storytelling in brand sponsorship.

• Pas Mal created a 15-part video series for Ovomaltine's summer festival sponsorship.
• The series features characters Jan and Ruth, played by Jan Löning and Nathalie Trachsel, traveling to Swiss open-air festivals.
• The campaign achieved approximately 4.6 million views and over 14 million impressions through organic and paid distribution.

Wirz launches Ovomaltine campaign: joy in persistence

Wander has launched a new advertising campaign for its Ovomaltine brand, created by agency Wirz (Wirz Group). The creative package comprises three short films that reinterpret the brand's long-standing claim (“With Ovomaltine you can't do it better. But longer”) and emphasize enjoyment in persistence rather than perfection. The films are airing on linear TV and digital channels immediately and are the first phase of a longer-term campaign supported by social media and DOOH. Simon Schiess, Senior Brand Manager at Wander, and Jan Kempter, Creative Director at Wirz, are quoted about the creative approach. Production credits include CZAR Film and a named production team.

• Wander launched a new advertising campaign for the Ovomaltine brand created by Wirz Group.
• The campaign includes three films that reinterpret the brand claim and focus on the 'joy of persisting.'
• The films are running on linear TV and digital channels and will be supported by social media and DOOH.