TWICM 209: The Singles: If Carlsberg Did Podcasts, Did Sydney Sweeney work, Norway winning the World Cup and the AI Brand Wars

In this episode of The Singles on That’s What I Call Marketing, Conor Byrne is joined by Bella and Ed from Tracksuit to unpack the biggest marketing stories right now using brand tracking data. They dive into the AI brand wars between ChatGPT/OpenAI and Claude/Anthropic, including how Super Bowl advertising impacted awareness and consideration, and discuss how people use each tool for work vs personal life. The team shares Tracksuit’s acquisition of Hall, a Sydney startup that measures how brands show up in AI answers, helping marketers understand AI discoverability and sentiment. They also revisit American Eagle’s Sydney Sweeney campaign one year on (awareness gains vs declines in consideration and investigation), break down Norwegian Air’s playful British Airways newsjacking around Norway’s World Cup momentum, and explore Carlsberg’s revival of the “If Carlsberg Did…” platform and what it could mean for brand funnel performance.

01:05 Today’s Marketing Hot Topics

02:11 AI Brand Wars Data

05:27 Who Uses Claude vs ChatGPT

07:52 AI Use Cases and Model Fatigue

12:54 Tracking AI Visibility

17:31 American Eagle One Year Later

21:44 BA vs Norwegian Newsjacking

26:44 Carlsberg Revives Classic Platform

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That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.

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