Observed Signal · Jul 29, 2026 · Campaign Launch · Source: Meedia · Impact: 2/5 · Sentiment: Positive
Retail Media Market: 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.
Illustrates continued use of retailer partnerships and retail‑media capabilities (Rossmann) combined with social and influencer tactics; relevant for brands and agencies but not industry‑shifting.
Key Takeaways & Evidence Grounding
- Kao's John Frieda brand is launching the campaign "Generations by John Frieda" at the end of July 2026.
- The campaign features Veronica Ferres and Lilly Krug as testimonials across three video episodes.
- Rossmann is the exclusive retail partner for the Germany-wide in‑store implementation and supports the activation with its advertising and retail‑media channels.
- Media planning and buying are handled by the Publicis agency Starcom.
- The campaign will run across social channels (Facebook, Instagram, TikTok), print (Gala), a Brigitte digital newsletter integration, and banners on Rossmann's John Frieda page.
Connected Companies & Entities
5 Entities mappedKao
Advertiser / Brand (Buys Ads)Global manufacturer of consumer goods and chemical products.
“The haircare brand John Frieda from the Kao group is launching its new campaign "Generations by John Frieda" at the end of July....”
Publicis Groupe
Global advertising, media, consulting and data services group.
“As media agency, a Publicis agency is once again on board....”
Starcom Germany
German media agency providing planning, buying, commerce and ad operations.
“Media planning and buying are handled by the Publicis agency Starcom....”
MEEDIA
Marketplace for licensing creator-owned images and video content.
“Kao marketer Karina Müller explains the relationship with Rossmann in response to a MEEDIA request....”
ROSSMANN
German drugstore retailer with omnichannel commerce and retail media.
“A Publicis agency is again the media agency and the exclusive retail partner is again Rossmann....”
Ontology Mapping & Concepts
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