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Albertsons, Wonderful Pistachios, Planet Fitness, Procter & Gamble, icebreaker, Pepsi, Tequila Herradura, FMF, Ram Truck,LAST… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Albertsons

AlbertsonsAlbertsons Cos. has expanded its relationship with software giant Adobe to bring a greater degree of personalization to its omnichannel shopping experience. Adobe said Albertsons is making use of more tools and services within the Adobe Experience Cloud to better harness data, enable hyper-personalization, and tailor new services unique to its retail and grocery brands. “These days, it is no longer enough to simply keep pace with a changing customer base. We need to be a step ahead, looking around the corner to what people will expect in their grocery shopping experience,” Chris Rupp, executive vice president and chief customer and digital officer at Albertsons Cos, said in a statement. To that end, Boise, Idaho-based Albertsons is leveraging Adobe Analytics to marshal disparate sets of data and gauge shopper intent as people move among brick-and-mortar, online, mobile and social channels. Insights are available to any team and can inform new offerings and services, Adobe noted. The retailer also has implemented Adobe Target to enhance personalization and Adobe Campaign to refine communications across customer channels, including email.

  • Wondeful Pistachios

Wonderful PistachiosWonderful Pistachios rolled out two new flavors of shelled nuts this month and launched a social-media campaign to bring consumers up to speed. The new products are Wonderful Pistachios No Shells BBQ and Sea Salt & Vinegar flavors. The barbecue pistachios are hickory-smoked flavor and dashed with garlic, paprika and salt. The Sea Salt & Vinegar pistachios deliver a tart and tangy flavor “with just the right amount of sea salt and vinegar,” the company said. The two new flavors were launched in March in all sizes in both the United States and Canada. Meanwhile the social-media campaign launched in May and will run through the summer, featuring creative optimized for different mediums to reach specific consumers, the company said. One of the platforms, and a first for all Wonderful brands, includes Twitch, to help Wonderful Pistachios introduce the new No Shells flavors as a healthy snack while gaming. It will reach gamers through Twitch and YouTube pre-roll in channels featuring game play content. TikTok and Snapchat executions, including ads and custom augmented reality “lenses,” will drive flavor-specific messaging to generate engagement with consumers of a younger demographic. And the campaign’s Instagram and Facebook creative will ensure a broad audience is also excited to try the new flavors, the company said. “These are delicious flavors everyone is going to love, which is why we’re targeting a variety of different categories of consumers and occasions, including esports, which we know is a broad and diverse group that also has a growing interest in healthy snacks,” said Adam Cooper, senior vice president of marketing for The Wonderful Co.

  • Procter & Gamble

P&GProcter & Gamble launched its Olympic Games Tokyo 2020 campaign inspired by the many Olympic and Paralympic athletes who are not only achieving athletic greatness, but are also stepping up to take action for good, making a positive difference in their communities. These athletes are the focus in the latest chapter of the company’s worldwide “Lead with Love” consumer campaign. The short film “Love Leads to Good” celebrates the important role all parents have in raising their children to be good. It is in those quiet moments of teaching over a lifetime that develop a child into a champion – as an athlete – and as a human being. In celebration of the athletes who show their goodness on and off the field of play, P&G also launched the film “Your Goodness is Your Greatness.”  In total, P&G and seven of its U.S. brandsTide, Pantene, Olay, Venus, Always, Secret and SK-II – will partner with 15 Team USA athletes to bring their unique Olympic Games brand campaigns to life. Across the country, P&G and retailers will be partnering to support Team USA through in-store, television and digital campaigns featuring Olympic and Paralympic athletes and a wide portfolio of P&G’s trusted brands.

  • Pepsi

Today  May 3,2021  Pep’s Place will open its virtual doors in select markets around the country, with orders available through and major food aggregators (Door Dash and Grub Hub), for delivery only, The new fast beverage restaurant turns the traditional ordering process on its head. Consumers are invited to first pick their Pepsi beverage of choice, which then prompts curated food items based on that beverage, to enhance the overall meal experience. “For years we have known that Pepsi is the perfect complement to a variety of foods. But even though consumers know that food tastes Better With Pepsi, they often still forget to order a beverage with their favorite meals,” said Todd Kaplan, Vice President of Marketing – Pepsi.  “With the launch of Pep’s Place, we have designed a new ‘fast beverage’ restaurant delivery concept that features a menu and experience literally built around the idea of what foods go best with Pepsi, allowing consumers at home to fully optimize their meals. We are confident that by doing this, everyone will agree – and taste firsthand – how well Pepsi goes with their favorite foods.”

In addition, Pepsi launched The Better with Pepsi creative campaign with eight new national commercials. The spots do away with unrealistic, idealistic perfection positioning of food and instead spotlight the celebration of unapologetic love of foods like juicy, drippy cheeseburgers, topping-heavy hot dogs and pizzas with the extra-long cheese pull. Better with Pepsi also has a slate of Spanish language commercials, celebrating food’s role as a unifier in the Hispanic community and at home. Esperanza Teasdale VP & General Manager, PepsiCo’s Hispanic Business Unit Marketing said: “The Hispanic community in the U.S. is incredibly diverse and there is no better way to express this than celebrating with family and food. These moments are vibrant and fun because everyone brings something unique to the table and we know that being invited is a big deal!


Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at


  • Planet Fitness

Planet FitnessPlanet Fitness, Inc.,  one of the largest and fastest-growing franchisors and operators of fitness centers in the U.S.  announced a minority investment in iFIT, a leading global health and fitness technology company that develops and sells interactive software, content, and equipment. This investment builds upon Planet Fitness and iFIT’s existing collaboration announced in April 2020, in which Planet Fitness partnered with iFIT to accelerate Planet Fitness’ digital offerings with expanded and enhanced content.
“We are thrilled to have the opportunity to invest in iFIT, a leader in streaming interactive fitness technology,” said Chris Rondeau, CEO of Planet Fitness. “Given our size and scale as a leader in brick and mortar fitness with more than 2,100 locations, this relationship between both companies deepens our current partnership and unlocks powerful opportunities to further accelerate our digital content strategy, and explore future complementary mind and body wellness offerings, creating additional value for our members.” Rondeau continued, “Our differentiated content is geared toward breaking down the barriers to fitness for the approximately 80 percent of the population that does not belong to a gym, according to the International Health, Racquet & Sportsclub Association (IHRSA). We view our digital membership as another way to introduce more people to the Judgement Free Zone and to further democratize fitness. I believe that the future of the fitness industry is truly about bricks with clicks – the powerful combination of providing people with a high quality, community focused in-person fitness experience coupled with the ability to engage with them outside our four walls, leveraging differentiated, premium content, wherever they are.”

  • VF Corporation’s icebreaker

Icebreakerimre announced that it has been selected as the public relations agency of record for icebreakerⓇ, the merino wool and natural performance outdoor apparel brand. The announcement marks imre’s expanded role with VF Corporation, owner of another imre client, Dickies.
As public relations agency of record, imre will work with the brand to define and manage the development of the overall modern PR narrative for icebreaker. imre will use this PR narrative to support future product launches with earned media storytelling, a product seeding program and execution of initiatives that will help cement icebreaker as a leader in sustainability and supply chain transparency by spotlighting the brand’s innovation in developing natural apparel. “Icebreaker challenges the status quo while championing natural, transparent and responsible ways to do business, and we saw many shared values in imre,” said Rachel Winkel, Director of North American Marketing at icebreaker. “Through the RFP process, imre demonstrated a strong understanding of our vision and we’re excited about the expertise they’ll bring in building out our program.” “Icebreaker challenges the status quo while championing natural, transparent and responsible ways to do business, and we saw many shared values in imre,” said Rachel Winkel, Director of North American Marketing at icebreaker.

  • Federacion Mexicana de Futbol

Federacion Mexicana de FutbolThe Federacion Mexicana de Futbol (FMF) and Soccer United Marketing (SUM) unveiled the “Somos Locales,” its first branding campaign developed exclusively for their 60 million Mexican National Team Fans in the U.S. This campaign launches ahead of the start of the men’s Mexican National Team’s 19th annual U.S. tour, better known as #MexTour, that will kick off Saturday, May 29 at Arlington’s AT&T Stadium – presented by AT&T. The agencies who worked on this campaign include Soccer United Marketing, Dieste (Benjamin Jara, Creative Director), Thirsty (Creative/Graphics) and Goodform (Video Production).
“Somos Locales” showcases an authentic tapestry of stories highlighting Mexican Americans’ deep-rooted heritage in the U.S. and their multi-generational and passionate support of the Mexican National Team, a culturally rich phenomenon that comes to life and celebrates tradition, community, and identity throughout the year with every stop on the MexTour game calendar. A 2020 study by Equation Research identified 60 million fans of the Mexican National Team in the United States, contributing to the rising attendances and home team environment in cities throughout the country. “The Mexican National Team recognizes and thanks our millions of passionate fans in the U.S. with this campaign which highlights their cultural experiences and powerful stories,” said Beatriz Ramos, Director of Communications and Image for the FMF.  Several prominent Mexican American artists joined the project to support the campaign and spread the “Somos Locales” message of unity and pride among the Mexican community in the U.S. Renowned Mexican American singers Chiquis Rivera and Larry Hernández will be joining the campaign by leading its launch across social media with the support of other popular Mexican American content creators. The men’s Mexican National Team is preparing for a busy summer in the United States, with its participation in MexTour starting May 29 in the Dallas area, a June 12th game in Atlanta, the Concacaf Nations League Finals early June in Denver and the Concacaf Gold Cup in July, offering a great opportunity for its fanbase to see them live and in person. Tickets for all MexTour games are available by visiting MexTour sponsored by adidas, Allstate, AT&T, Bud Light Seltzer, Cinnamon Toast Crunch, Gran Centenario, Honey Nut Cheerios, Lucky Charms, Procter & Gamble, Nissan, The Home Depot, and Wells Fargo, will visit various cities across the United States in 2021 and be broadcast nationally on the Univision family of networks and Fútbol de Primera Radio Network.

  • Ram Truck

The Ram Truck brand and Foo Fighters have joined forces to pay homage to everyday heroes with the launch of a new multimedia campaign, “Spotlight,” which includes three new videos spanning television, digital and Ram Truck brand social media channels.The campaign launched with two spots, “Rock Star” and “Overtime,”and kicked off before Mother’s Day and coincides with the release of “From Cradle to Stage,” a new unscripted series directed by Dave Grohl of Foo Fighters and inspired by his mother Virginia Hanlon Grohl and her critically acclaimed book. Stretching back to the #RamBandVan initiative launched in 2018 and decades earlier to the ’90s and the band’s original Ram van featured in “What Drives Us,” the partnership between the Ram Truck brand and Foo Fighters was born out of a shared passion: A desire to enable hardworking musicians to get out and tour, knowing the struggles, financial and otherwise, that come with the grassroots touring lifestyle. The #RamBandVan program has and will continue to support determined musicians as they get back to doing what they love.
The Ram Truck brand’s “Spotlight” campaign was created in collaboration with Austin, Texas-based agency GSD&M with support from G7 Entertainment Marketing, who brokered the Foo Fighters partnership.
In 2009, the Ram Truck brand launched as a stand-alone division, focused on meeting the demands of truck buyers and delivering benchmark-quality vehicles.

  • LAST

Global Bioenergies announced the upcoming launch of its “LAST®” longwear cosmetics brand in June 2021. 18 products will comprise the world’s first range of longwear, transfer-resistant and waterproof eye make-up to use natural ingredients. This groundbreaking performance is based on the renewable isododecane produced by the Company as the main ingredient of its formulations. Products have been designed with over 90% natural ingredients and packaging to minimise their environmental footprint. Romain Desfresnes, head of strategy, marketing and communications, said: “From biotech to beauty…we have taken a big leap forward. LAST® is both a technological achievement, a bold commitment to the environmental transition, and a celebration of colours. Our colours stand out. This means the brand can stand tall and live up to its claims: Colours that last. COLORS THAT LAST is an attitude, a call-out to everyone making a statement, anyone who dares to play with the codes and rewrite the rules. The range goes on sale in June through our website:” There are plans to start expanding the range as from the second half of 2021: a wide range of liquid lipstick, also combining long wear with a highly natural product, is in the pipeline.

  • Tequila Herradura

Pili Montilla
Emmy Award-winning producer and host Pili Montilla

Tequila Herradura announced its affiliation with Pili Montilla and her program, Truth and Tunes with Pili Montilla. Pili Montilla, an Emmy Award-winning producer and host, will be pairing up with the tequila brand to share authentic Latin culture with her fans through her radio show and social media platforms. Dash Radio features over 80 stations hosted by creators, curators, and celebrities, including Fun for Life Radio, where Montilla’s Truth and Tunes with Pili Montilla will be available. Dash Radio is available on 50+ platforms. “Herradura is always thrilled to support artists, especially on Pili’s wonderful Truth and Tunes show on Fun For Life Radio, and we are excited to explore other creative marketing possibilities in the fast-growing streaming internet radio space pioneered by Dash Radio,” states Herradura Marketing Manager Micah McLendon. Tequila Herradura is known for producing high-quality tequila for over 150 years. Herradura has also been named one of the key players to contribute to the massive expansion of the tequila market by 2026, making it a brand to keep your eye on. Tequila Herradura is available widely throughout the United States.


Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at






Portada Staff

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