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The Coca-Cola Company, NYC & Company, Treslúce Beauty… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • The Coca-Cola Company

Coca-Cola North America announced plans to nearly double its spending with minority-owned media companies over the next three years. Black, Hispanic, and Asian-American and Pacific Islander (AAPI)-owned media companies and partners will account for 8% of the company’s total annual media budget in North America by 2024.Coca-Cola North America is taking immediate action, boosting 2021 spending with minority-owned media 5x compared to 2020. In addition to building relationships with newer partners like Ebony/Jet, Revolt TV and My Cultura, Coca-Cola will continue its legacy of partnership with longstanding and highly influential multicultural media outlets like Essence and Univision.To help even the playing field and give emerging players a role in this accelerated growth plan, Coca-Cola Global Procurement is launching a pilot certification assistance program in partnership with the Georgia Minority Supplier Development Council (GMSDC) to help Black, Hispanic and AAPI media partners grow.The commitment—which continues the company’s legacy of multicultural marketing and support of diverse-owned networks, publications and platforms—supports recent efforts to foster growth and increase competitive advantage of Black, Hispanic and AAPI businesses and communities.The Coca-Cola Company also is taking steps to promote diversity, equity and inclusion internally, recently announcing employee representation goals to mirror the diversity of the communities it serves. By 2030, the company plans for the U.S. employee population across all job levels to align with U.S. census data by race and ethnicity.

  • NYC & Company 

UM, the global media agency network of IPG Mediabrands, announced that it has been named media Agency of Record for NYC & Company to support the largest destination-marketing campaign in New York City history.As the city emerges from COVID-19 restrictions, NYC & Company, the city’s official destination marketing organization, selected UM as its global media advisor and partner to lead media strategy, planning, buying, data and analytics for its “It’s Time for New York City” campaign.

  • Treslúce Beauty

Treslúce Beauty

Launching June 25th, global superstar, actress, social activist and beauty maven Becky G introduces her Latinx-inspired brand, Treslúce Beauty. Inspired by Latinx culture and made for all, the brand is dedicated to paying homage and uplifting Latinx creators, while honoring the unique beauty within each and every Treslúce Beauty consumer. Becky G partnered with beauty brand incubator, Madeby Collective, to create an innovative, vivid world of color in a conscious beauty line that will highlight communities and always give back in an intentional way, supporting Latinx artists and artisans across the U.S. and Latin America.As a second-generation Mexican-American, Becky G has always been devoted to shining a light on her humble beginnings, family values and Latinx identity. As an authority in beauty, serving as the youngest CoverGirl to date, she is determined to present positive change, and acknowledge Latinx creators, consumers and tastemakers who are the driving force in today’s beauty economy. The first collection is inspired by Becky G’s Mexican heritage and future collections will seek to celebrate all Latinx cultures.The brand has developed high-performance, conscious, vegan-friendly formulations that deliver high-impact artistry, with the mission to encourage beauty aficionados to tap into their inner artist. Additionally, the line is cruelty-free, and packaging as well as formulas, are infused with Latinx sourced ingredients and art. A key ingredient is blue agave sourced from Jalisco, Mexico. Treslúce Beauty will be launching with six products including: “I Am” Shadow Palette, “Like An Artista” 8pc Brush Set, “Ilusión” Premium Lashes (Sueño 3D, Fantasy 5D, Deseo 6D), “Intenso” Liners (15 shades), “Mi Tesoro” Lash Case, and “Super Fácil 2-in-1 Lash Applicator”.  Prices range US$8-$35.00.

  • Essential Elements

ESSENTIAL EEssential Elements®, a modern sports nutrition brand powered by Scale Media, announced its charity partnership with to support in providing clean and safe water worldwide. Committed to advancing social causes, Essential Elements has launched its ‘Essential World Hydration‘ campaign to address the lack of access to clean water in developing countries. Each purchase on will supply one individual with safe water for an entire year through a donation to launched the fast-growing Essential Elements brand in 2018 with a new approach to formulating sports nutrition and hydration products. Science-based and clinically studied, Essential Elements formulated 12 products made with premium and natural ingredients, at the highest potency.As part of its global strategy to expand its mission, Essentials Elements chose, a global nonprofit organization working to bring water and sanitation to the world for more than 30 years. The Essential World Hydration campaign will support women, children and communities in unlocking countless opportunities, such as education, economic empowerment, and improved health.To commemorate the campaign launch, Scale will kick things off with an initial donation to support providing 20,000 global citizens with a year of clean water.

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

  • Jarritos

Jarritos, the authentic Mexican soda brand, and Duolingo, the world’s largest language-learning app, have teamed up to give away free Spanish lesson subscriptions while one lucky winner will get to experience a trip to Mexico to experience Mexican culture and Spanish language firsthand. Anyone in the U.S. who is keen to learn or brush up on their Spanish can enter to win a free 3-month Duolingo Plus subscription and an all expense paid four-night vacation for two to Mexico.With over 500 million total Duolingo learners and 40 million monthly active learners, English is the most popular language being learned on Duolingo worldwide and Spanish is the most popular among U.S. learners. While all learning content on Duolingo is free, Duolingo Plus is the premium version of the app which removes ads and provides additional features.Jarritos (Hah-ree-tos) means “little jugs” in Spanish and refers to the Mexican tradition of drinking water and other drinks in clay pottery jugs. With 13 flavors made with and inspired by classic Mexican ingredients, each Jarritos soft drink is full of flavor and refreshing taste, especially during the summer months.Jarritos and Duolingo will select 100 winners for the Duolingo Plus 3-month subscription and one contest entrant to win a trip for two to Mexico including airfare, a four-night hotel stay, and a travel stipend for meals and other expenses.The deadline to enter is July 20, 2021. This opportunity is only valid for those residing in the United States who are 18 years or older and have a valid passport.

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

  • Broken Shed Vodka 

The Vodka of TomorrowBroken Shed Vodka, New Zealand’s award-winning, super-premium vodka, announced its new U.S. creative campaign, “The Vodka of Tomorrow.” The campaign pays tribute to the vodka’s home country by highlighting that, thanks to time zone differences, it’s already tomorrow in New Zealand. And when you’re crafting The Vodka of Tomorrow, you make sure it tastes ahead of its time, too.Sustainably distilled with the purest New Zealand mountain mineral water, spring water, highest quality whey – and nothing else – Broken Shed Vodka was created to show the world what vodka can be, rather than what people think it should be. It has the clean, crisp taste that can only come from the land where tomorrow begins.The campaign comes as Broken Shed continues to grow its presence across the U.S. It’s now available in 25 states, following recent moves into Georgia, Kansas and Colorado.The campaign was developed by Broken Shed Vodka’s Chicago-based creative agency family of record, Schafer Condon Carter (SCC) and TimeZoneOne (TZO). The campaign includes creative, video, print, display, off-premise, on-premise, point-of-sale, digital marketing, website and social content, paid media and event activations.


Portada Staff

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