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JCPenney, Cross Country Mortgage, Coca-Cola … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • JCPenney

JCPenney announced its plans to debut JCPenney Beauty in its stores nationwide. The national rollout builds on the flagship partnership with thirteen lune, a first of its kind, e-commerce destination designed to inspire the discovery of BIPOC-founded beauty brands that resonate with people of all colors. Championing the beauty of inclusion, thirteen lune’s presence will be spotlighted in stores across the country and comprises roughly 20 percent of the JCPenney Beauty assortment. JCPenney Beauty celebrates its diverse customers’ unique selves by making inclusive beauty products widely accessible via assortment, availability, and price point. Paired with its more than 600 fully rebranded JCPenney Salons and vast range of private and national apparel, JCPenney offers the ultimate one-stop shopping destination for beauty and fashion lovers. Beginning in October 2022, JCPenney Beauty will expand from its ten brick and mortar pilot locations to 300 stores by early 2023, and 600 stores by spring 2023. JCPenney Beauty’s expansion, and continued exclusive partnership with thirteen lune, is the next step in the retailer’s commitment to making hyper-inclusive beauty easily accessible online and in-stores nationwide. The full product assortment is now available at jcp.com

  • Cross Country Mortgage

CrossCountry Mortgage (CCM) is making significant investments to provide focused, authentic support to Hispanic homebuyers. This includes dedicated tools that generate borrower confidence and help overcome language barriers, from a new Spanish mortgage application to a focused Hispanic website.CCM is a partner of the National Association of Hispanic Real Estate Professionals (NAHREP), a trade association committed to advancing the economic mobility of Hispanics in America, including homeownership. The organization is also part of the 2022 L’ATTITUDE Conference, which has fostered more advancement for Latino people than any other event in the world.To learn more about CCM’s robust portfolio and to connect with a local Spanish-speaking loan officer, visit ccm.com/hispanic.

  • Minute Maid (Coca-Cola)

Aguas Frescas In celebration of Hispanic Heritage Month, Minute Maid Aguas Frescas and Coca-Cola Racing’s Daniel Suarez are shaking things up with a unique themed racecar paint scheme for the 2022 Autotrader EchoPark Automotive 500. For the first time ever, Suarez’s number 99 car will be adorned with Minute Maid Aguas Frescas, a “refreshing AF” sensorial experience that will make your tongue tango. Suarez’s car features vibrant colors and a sunglassed Pantera, as well as imagerythat nods to the three-Minute Maid Aguas Frescas flavors: Strawberry, Mango and Hibiscus. Much like Daniel has shaken up the NASCAR standings this season, Minute Maid Aguas Frescas has made a bold entrance that is “refreshing AF.” Check out our interview with Jorge Luzio, Group Director, Minute Maid Juice Portfolio, North America on Minute Maid’s Marketing bet on the high growing US $2 billion permissible refreshment (Aguas Frescas) category.

 

 

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Jim Beam

Beam Suntory, a world leader in premium spirits, has named Leo Burnett, an advertising agency within Publicis Groupe, its global creative agency of record for Jim Beam. The agency will develop a new global positioning and creative platform for the iconic bourbon. 

 

 

 

Burger King, Genomma Lab + Amazon, Wolverine Worldwide… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Burger King

Burger King

In a historic agreement with its Franchisees, announced last Friday Sept. 9,  Burger King will invest US $120 million in its U.S. advertising fund over the next two years to grow traffic, accelerate sales growth and amplify fundamental advancements for the Guest experience. The Burger King advertising investment represents an annual increase of approximately 30% to the brand’s media purchasing firepower, inclusive of advertising efficiencies we expect to achieve through our ongoing partnership with our new media agency.  Overall, there will be a company investment of US $400 million over two years, which will increase advertising firepower; drive higher quality restaurant enhancements and remodels; and support ongoing technology and digital investments. Burger King® Company (“Burger King,” “BK,” “Company,” “Brand”) shared the details of its “Reclaim the Flame” plan to accelerate sales growth and drive Franchisee profitability. The plan was built in collaboration with Franchisee leaders from across the country and was shared with all U.S. Franchisees at its annual convention this week by Tom Curtis, President of Burger King North America.
The plan includes Burger King investing $400M over the next two years, comprised of $150M in advertising and digital investments to “Fuel the Flame” and $250M for a “Royal Reset” involving restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations. This investment will work to enhance ongoing Franchisee investments to modernize the Burger King restaurant portfolio, and when combined with our brand re-positioning plan, menu enhancements and focus on operational excellence, will help drive our overarching goal of improving the Guest experience and attracting more traffic back to the brand over time.
Burger King Franchisees representing more than 93% of all U.S. restaurants have endorsed the plan and have agreed to co-invest in increased advertising firepower over the coming years. These corporate investments are in addition to Burger King recently expanding its field team to provide increased support to Franchisees as they continue improving restaurant-level profitability and execution.
In April of this year, Restaurant Brands International (RBI) announced that Omnicom Media Group’s PHD will serve as media agency of record for Burger King U.S., Popeyes U.S. (check out our recent interview with Jean Paul Ciaramella, Head of Media North America) and Canada, and Tim Hortons U.S., per a press release. Chicago shop OKRP will serve as creative agency of record for Burger King U.S.

 

  • Genomma Lab + Amazon

With Hispanic Heritage coming up on September 15th, sharing a success story and upcoming plans for established LatAm company, Genomma Lab and their collaboration with Amazon Hispanic storefront in reaching the influential and tech-savvy U.S. Hispanic market.Genomma Lab is one of the leading pharmaceutical and personal care companies in Mexico, and part of the Mexican Stock Exchange (Bolsa Mexicana de Valores). Within its international expansion plans, the U.S. Hispanic market at 62 million+ is comparable as the third-largest Latin American country, just after Mexico.Genomma Lab inherently understands how language and culture are embedded into U.S. Hispanic identities, and thanks to a strong, collaborative partnership with Amazon Hispanic team to bring products that resonate with the market, Genomma Lab created a benchmark in sales. An ambitious sales goal of US$10M was met in just the first year, with sales steadily tracking up 74% through Q2 2022.Part of the success was the flexibility to create original content in Spanish, supporting U.S. Hispanics appreciation for businesses that speak to them in Spanish. According to the Kantar 2021 U.S. Monitor report, 87% of U.S. Hispanics feel businesses that make a sincere effort deserve their loyalty. While Amazon Hispanic Heritage storefront plans for 2022 are in final development, we invite you to view Genomma Lab’s case study.

  • Wolverine Worldwide

Havas Media Group (HMG) announced that Wolverine Worldwide, one of the world’s leading marketers and licensors of branded casual, active lifestyle, work, athletic footwear and apparel, has named HMG as its global media agency partner following a four-month competitive review. Wolverine Worldwide’s impressive portfolio of highly recognized brands includes Merrell, Saucony, Sperry, Wolverine, Keds, and more. The global scope of Wolverine Worldwide’s engagement with HMG includes all regions and brands internationally (and with Sweaty Betty in select business areas), with a high focus on the US, EMEA, and Canada. As the media buying agency of record (AOR), HMG will oversee the media strategy, planning, and coordination, as well as content and analytics, developed from and anchored in HMG’s acclaimed data and decision sciences practices, including budget optimisation, media mix, forecasts, and more. The first work from the partnership will debut in early September.

  • Unity Software Inc 

Unity Software Inc, a video game software development company based in San Francisco, has named Media. Monks as its first media AOR. Monks gained the enterprise after an aggressive pitch that started in February. The brand and the agency have already begun working together. Media.Monks is taking on the brand’s media strategy, planning, buying, and measurement. It also oversees Unity’s SEO and Unity’s Google Marketing Partner tech and services.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • SC Johnson

SC Johnson has kept its global media agency of record assignment with Omnicom and Omnicom Media Group following a review that also involved WPP and GroupM, according to people familiar with the matter. The global media review ran alongside creative review, where SC Johnson consolidated with WPP.

 

  • Panda Express®

Panda Express®, the largest family-owned and operated Asian dining concept in the U.S., announced the return of its breakthrough innovation, Beyond™ The Original Orange Chicken™. Now available nationwide for a limited time while supplies last, this delicious entrée is co-developed with Beyond Meat® to capture the irresistibly crunchy texture and flavor of The Original Orange Chicken®, while giving guests the flavor they know and love as a plant-based option. Panda is the first national Asian restaurant concept to serve Beyond Meat across the U.S. This expanded partnership perfectly brings together Panda’s expertise in American Chinese recipes and Beyond Meat’s best-in-class plant-based protein capabilities to create a fresh new take on a classic favorite. Beyond The Original Orange Chicken was first introduced as a limited launch across Southern California and New York City in 2021, selling out across several locations in less than two weeks. Due to its high demand, Panda chefs wok-fired more than 1,300 pounds of Beyond The Original Orange Chicken in just the first day alone. After the successful initial launch, Panda brought this new fan-favorite entree to 70 locations in ten markets. Wok-tossed in Panda’s signature sweet, spicy and tangy orange sauce, this modern take on Panda’s iconic Orange Chicken delivers the crunchy texture and addictive flavor that fans know and love. Celebrating the national launch of this new plant-based entree, guests who purchase a Beyond The Original Orange Chicken bowl online using the code ‘BEYOND’ starting on September 26 will receive another free bowl featuring their American Chinese entrée of choice.* Additionally, right in time for back-to-school, Panda and Beyond are hosting a traveling Panda Express Recharge Station pop-up to treat students to a well-deserved study break across 10 college campuses in three markets. Students are invited to recharge with free samples of Beyond The Original Orange Chicken, exclusive prizes, as well as fun and relaxing activities. See where the tour is headed by following Panda Express on Instagram (@officialpandaexpress) for the Panda Express Recharge Station college tour schedule. 

 

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sales leads
e Marketing News – news You Use
4 things to know

 

AT&T, PATRÓN Tequila, Naw, Expedia, … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • AT&T

AT&T has released its latest ad campaign featuring Javier “Chicharito” Hernandez, which ensures that everyone gets the best deals on the newest generation of iPhones. Both the final ad and the BTS went live on AT&T’s social channels last Friday, September 16th. The national advertising campaign will run nationally on broadcast, digital, and audio platforms starting last Friday and through the fall. The campaign affirms that AT&T OFFERS the best deals on every device, whether a customer is brand new to AT&T or has been with the carrier for years.  The TV spot was created by Dieste. 

  • PATRÓN Tequila  

PATRÓN Tequila, one of the world’s number one super-premium tequila*, is collaborating with the acclaimed and like-minded visionary—Mexico City-based sculptor, Sebastian—to unveil the 2022 limited-edition PATRÓN Mexican Heritage Tin in celebration of Hispanic Heritage Month. Released annually, the limited-edition PATRÓN Mexican Heritage Tin is brought to life by a new artist each year that visually shares the stories, traditions, and culture of Mexico through stunning one-of-a-kind designs.For this year’s limited-edition PATRÓN Mexican Heritage Tin, Sebastian tells the story of one of the oldest traditions in Mexico that continues to be honored at PATRÓN Tequila—the harvesting and cutting of agave piñas. The boldly crafted and vibrant tin design is an overhead view of the agave heart—one of the three, 100% naturally perfect ingredients that is masterfully combined to create PATRÓN Tequila. The design is inspired by the detailed cutting process of the agave piña that’s steeped in natural geometric design, and a key component of the handcrafted production process by our familia of jimadors.The limited-edition PATRÓN Mexican Heritage Tin includes a bottle of PATRÓN Silver, and is available at local retailers nationwide in the US as well as select international markets for an SRP of US$59.99 while supplies last. Additionally, the tin can be purchased online.

  • NAW

The National Association of Wholesaler-Distributors (NAW) announced the launch of a new public affairs campaign in support of the American Innovation and Choice Online Act, or U.S. Senate Bill 2992. The campaign pushes back on Amazon’s anticompetitive behaviors on their marketplace platform and its poor treatment of third-party sellers. You can view an explainer video below:

Amazon has a troubling history of taking data from third-party sellers on its platform to create similar products that show up prominently in the marketplace while the original small business product disappears or falls deeper into the search results. This is blatantly unfair and leaves small businesses at a disadvantage when competing against Amazon. Many third-party sellers also view Amazon as a bully who is constantly strong-arming them and threatening to kick them off the platform. For the majority of sellers, there is no real alternative marketplace for them to sell on if they are kicked off of Amazon’s platform.Amazon continues to grow its monopolistic power by acquiring grocery stores, healthcare facilities and so much more. When is it going to be enough? How much longer until we live in the United States of Amazon? Let’s pass S.2992.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Appleseed’s

The age and size inclusive apparel retailer Appleseed’s debuts its first national television campaign for the first time in the brand’s over 75-year history. With a renewed focus on driving brand awareness, Appleseed’s is celebrating their classic, timeless clothing anchored in enduring American style with their commercial debut, first ever celebrity collection, and the announcement of a new loyalty program. For over 75 years, Appleseed’s has provided exclusive style, great fit, and amazing value to millions of customers. The brand’s campaign – ‘Inspired By You.’ – salutes the brand’s heritage by featuring distinct New England-inspired fashion, designed for everyday and every occasion. In addition, this fall Appleseed’s is introducing a curated selection of Martha Stewart Outerwear, the first celebrity collection offered by Appleseed’s.Finally, Appleseed’s is excited to launch Appleseed’s Rewards Club, the brand’s new multi-tender loyalty program. Appleseed’s Fall Campaign debuted on September 6th across national, local, and digital channels. The ad was developed and produced in coordination with internal creative and Appleseed’s agency of record, Marketing Architects.

  • Rémy Martin

Rémy Martin has teamed up with Chef and TV personality Alejandra Ramos, Interior Designer and Lifestyle expert Evette Ríos, and Mixologist Alex Valencia to celebrate Hispanic Heritage month and honor the Latino tradition of Sobremesa, a post-dining tradition that embraces the appreciation of people and time. Together, Alejandra and Alex will create an array of innovative and savory Latin American-inspired cuisine and cocktails that pay homage to Sobremesa. Evette Ríos will share her style, decor, and entertaining home tips for celebrating the ritual of Sobremesa with family and friends. To capture the essence of Sobremesa, Rémy Martin will bring the partnership to life with curated craft cocktails created by Mixologist Alex Valencia. Alex Valencia’s Rémy Martin-inspired cocktails highlight the opulent and complex flavor profiles of Rémy Martin 1738 Accord Royal and Rémy Martin Tercet. The Rémy Coquito, made with Rémy Martin 1738 Accord Royal, is sweetened with the richness of condensed milk, indulgent cream of coconut, and evaporated milk; topped with the warm, floral notes of vanilla extract, and garnished with grated cinnamon and nutmeg. The Tercet Tropical, made with Rémy Martin Tercet is infused with vibrant and fruitful notes of pineapple, apricot vanilla jam, and lime juice; garnished with dehydrated pineapple, and lights up a new path for cognac drinkers with its unique blend of exotic and elegant aromas.To bring the flavor of Sobremesa to cocktail aficionados across the nation, Rémy Martin will join forces with Cocktail Courier to create seasonal and fresh Latin-inspired cocktails representative of the classics.The Rémy Martin Sangria kit, which evokes a sense of unity and convivial exchange around the table, will be available from September 15th – October 15th at a suggested retail price of $89.99 for the first 50 kits, and $119.99 thereafter. The Rémy Coquito, a festive favorite of Puerto Rican origins, is typically made at home from a recipe passed down through generations. The Rémy Coquito kit will be available from October 15th – November 15th at a suggested retail price of $84.99. Both kits will be available on Rémy Martin’s website and cocktailcourier.com.

  • Expedia®

Expedia® unveiled its new ad, “Maracuyá,” featuring the voice of acclaimed Mexican actress and producer Salma Hayek Pinault. The :30 spot highlights moments in the lives of Latino travelers with the “maracuyá,” or passion fruit, serving as the connecting element between different places and experiences, while Hayek Pinault’s voice-over reminds travelers of the unique benefits of traveling with Expedia. Acknowledging that the passion fruit goes by many different names across Latin American communities, “Maracuyá” showcases a montage of travel moments with the passion fruit at their center. The ad is an extension of the Expedia “Glimpses” campaign which launched in May, and will be available in both Spanish and English, a next step in Expedia’s strategy to connect with Latino travelers in the U.S. The Spanish version of the ad began airing earlier this week in the U.S. on Spanish-language TV networks and cable channels, and the English version will follow.”Maracuyá,” produced by Anomaly, is the first of various initiatives Expedia will be rolling out in the upcoming weeks as part of the company’s largest-ever marketing campaign focused on reaching the U.S. Latino traveler.

 

  • Travel Nevada

Noble Studios, the Nevada based creative digital performance marketing agency, has been awarded the brand and creative contract for Travel Nevada, the state’s destination marketing organization (DMO). Noble Studios, the digital agency of record for Travel Nevada since 2018, responsible for the TravelNevada.com website and managing digital performance strategies, will expand its scope to handle brand strategy and create and launch new marketing campaigns in 2023.The agency received a two-year contract with an option for automatic renewal toward a potential four-year term.

 

  • Lotto.com

Lotto.com, the first digital platform for ordering lottery tickets on any device, with no app download or deposit required, has appointed Havas as its first creative agency of record following a competitive pitch process. Havas will be responsible for elevating Lotto.com’s awareness across the country and launching the platform’s first-ever brand campaign.The agency will roll out a fully-integrated creative campaign across TV, social media, digital, and out-of-home throughout the month of September.

Lotto.com: ‘Welcome to WINever’ from Havas on Vimeo.

 

  • NFL

NFL launched the “Por La Cultura” (for the culture) campaign, which highlights Latino players, coaches and staff, celebrates Latino excellence and tells authentic stories of the community. The initiative introduces new partnerships and activations designed to celebrate “la cultura Latina.” With a large and passionate Latino fanbase, as well as a number of Latino players, personnel and Legends, the NFL and its clubs are committed to celebrating the diverse cultures within the community.  The campaign kicks off with a new spot titled “The Celebration,” featuring award-winning actor and recording artist Anthony Ramos (of Hamilton, In the Heights and the newest member of the Marvel Cinematic Universe). Featured alongside NFL teams and players, Ramos takes viewers on a journey that celebrates the vibrancy, commonalities and differences within the Latino fanbase. Donning a NY Jets jersey to rep his home of NYC, Ramos opens the video saying, “It’s about family, mi familia.” From the way the community shows up “por la cultura” (for the culture) to the way fans are authentically themselves, “The Celebration” is a true tribute to the Latino community and their football fandom.

Highlights of the campaign include:

  • First-ever “Por La Cultura Mixtape,” which comprises a series of exclusive tracks, including “Rómpela” featuring Yandel, El Alfa and Will.I.Am. This is the first track on the mixtape and backdrop of “The Celebration.”
  • Launch of the “Por La Cultura” Music Series, which will bring unique local music concerts and experiences to fans in key markets. Celebrity musical talent participating include Piso 21, Dimelo Flow, DJ Camilo, DJ Livia, Sofia Reyes, and Gera MX, among others.
  • New content series on El Snap NFL on Instagram will feature a collaboration with celebrity cleat designer,Marcus Rivero, who will design a series of shoes and cleats for players and coaching staff from a number of teams.
  • Partnership with the Hispanic Heritage Foundation (HHF), the exclusive sponsor of the Youth Sports & Fitness Awards category this season, which will recognize Latino youth who’ve contributed to the sports and fitness arenas.  Winners will be announced later this season and will receive grants in support of their college education and/or to enhance their community service efforts.
  • Hispanic Alliance for Career Enhancement (HACE) collaboration, as HACE delivers impactful and culturally sensitive learning content to small and large corporate groups, empowering Latino employees to become better leaders at work, at home and in their communities.

 

 

Burger King, Genomma Lab + Amazon, Wolverine Worldwide… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Burger King

Burger King

In a historic agreement with its Franchisees, announced last Friday Sept. 9,  Burger King will invest US $120 million in its U.S. advertising fund over the next two years to grow traffic, accelerate sales growth and amplify fundamental advancements for the Guest experience. The Burger King advertising investment represents an annual increase of approximately 30% to the brand’s media purchasing firepower, inclusive of advertising efficiencies we expect to achieve through our ongoing partnership with our new media agency.  Overall, there will be a company investment of US $400 million over two years, which will increase advertising firepower; drive higher quality restaurant enhancements and remodels; and support ongoing technology and digital investments. Burger King® Company (“Burger King,” “BK,” “Company,” “Brand”) shared the details of its “Reclaim the Flame” plan to accelerate sales growth and drive Franchisee profitability. The plan was built in collaboration with Franchisee leaders from across the country and was shared with all U.S. Franchisees at its annual convention this week by Tom Curtis, President of Burger King North America.
The plan includes Burger King investing $400M over the next two years, comprised of $150M in advertising and digital investments to “Fuel the Flame” and $250M for a “Royal Reset” involving restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations. This investment will work to enhance ongoing Franchisee investments to modernize the Burger King restaurant portfolio, and when combined with our brand re-positioning plan, menu enhancements and focus on operational excellence, will help drive our overarching goal of improving the Guest experience and attracting more traffic back to the brand over time.
Burger King Franchisees representing more than 93% of all U.S. restaurants have endorsed the plan and have agreed to co-invest in increased advertising firepower over the coming years. These corporate investments are in addition to Burger King recently expanding its field team to provide increased support to Franchisees as they continue improving restaurant-level profitability and execution.
In April of this year, Restaurant Brands International (RBI) announced that Omnicom Media Group’s PHD will serve as media agency of record for Burger King U.S., Popeyes U.S. (check out our recent interview with Jean Paul Ciaramella, Head of Media North America) and Canada, and Tim Hortons U.S., per a press release. Chicago shop OKRP will serve as creative agency of record for Burger King U.S.

 

  • Genomma Lab + Amazon

With Hispanic Heritage coming up on September 15th, sharing a success story and upcoming plans for established LatAm company, Genomma Lab and their collaboration with Amazon Hispanic storefront in reaching the influential and tech-savvy U.S. Hispanic market.Genomma Lab is one of the leading pharmaceutical and personal care companies in Mexico, and part of the Mexican Stock Exchange (Bolsa Mexicana de Valores). Within its international expansion plans, the U.S. Hispanic market at 62 million+ is comparable as the third-largest Latin American country, just after Mexico.Genomma Lab inherently understands how language and culture are embedded into U.S. Hispanic identities, and thanks to a strong, collaborative partnership with Amazon Hispanic team to bring products that resonate with the market, Genomma Lab created a benchmark in sales. An ambitious sales goal of US$10M was met in just the first year, with sales steadily tracking up 74% through Q2 2022.Part of the success was the flexibility to create original content in Spanish, supporting U.S. Hispanics appreciation for businesses that speak to them in Spanish. According to the Kantar 2021 U.S. Monitor report, 87% of U.S. Hispanics feel businesses that make a sincere effort deserve their loyalty. While Amazon Hispanic Heritage storefront plans for 2022 are in final development, we invite you to view Genomma Lab’s case study.

  • Wolverine Worldwide

Havas Media Group (HMG) announced that Wolverine Worldwide, one of the world’s leading marketers and licensors of branded casual, active lifestyle, work, athletic footwear and apparel, has named HMG as its global media agency partner following a four-month competitive review. Wolverine Worldwide’s impressive portfolio of highly recognized brands includes Merrell, Saucony, Sperry, Wolverine, Keds, and more. The global scope of Wolverine Worldwide’s engagement with HMG includes all regions and brands internationally (and with Sweaty Betty in select business areas), with a high focus on the US, EMEA, and Canada. As the media buying agency of record (AOR), HMG will oversee the media strategy, planning, and coordination, as well as content and analytics, developed from and anchored in HMG’s acclaimed data and decision sciences practices, including budget optimisation, media mix, forecasts, and more. The first work from the partnership will debut in early September.

  • Unity Software Inc 

Unity Software Inc, a video game software development company based in San Francisco, has named Media. Monks as its first media AOR. Monks gained the enterprise after an aggressive pitch that started in February. The brand and the agency have already begun working together. Media.Monks is taking on the brand’s media strategy, planning, buying, and measurement. It also oversees Unity’s SEO and Unity’s Google Marketing Partner tech and services.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • SC Johnson

SC Johnson has kept its global media agency of record assignment with Omnicom and Omnicom Media Group following a review that also involved WPP and GroupM, according to people familiar with the matter. The global media review ran alongside creative review, where SC Johnson consolidated with WPP.

 

  • Panda Express®

Panda Express®, the largest family-owned and operated Asian dining concept in the U.S., announced the return of its breakthrough innovation, Beyond™ The Original Orange Chicken™. Now available nationwide for a limited time while supplies last, this delicious entrée is co-developed with Beyond Meat® to capture the irresistibly crunchy texture and flavor of The Original Orange Chicken®, while giving guests the flavor they know and love as a plant-based option. Panda is the first national Asian restaurant concept to serve Beyond Meat across the U.S. This expanded partnership perfectly brings together Panda’s expertise in American Chinese recipes and Beyond Meat’s best-in-class plant-based protein capabilities to create a fresh new take on a classic favorite. Beyond The Original Orange Chicken was first introduced as a limited launch across Southern California and New York City in 2021, selling out across several locations in less than two weeks. Due to its high demand, Panda chefs wok-fired more than 1,300 pounds of Beyond The Original Orange Chicken in just the first day alone. After the successful initial launch, Panda brought this new fan-favorite entree to 70 locations in ten markets. Wok-tossed in Panda’s signature sweet, spicy and tangy orange sauce, this modern take on Panda’s iconic Orange Chicken delivers the crunchy texture and addictive flavor that fans know and love. Celebrating the national launch of this new plant-based entree, guests who purchase a Beyond The Original Orange Chicken bowl online using the code ‘BEYOND’ starting on September 26 will receive another free bowl featuring their American Chinese entrée of choice.* Additionally, right in time for back-to-school, Panda and Beyond are hosting a traveling Panda Express Recharge Station pop-up to treat students to a well-deserved study break across 10 college campuses in three markets. Students are invited to recharge with free samples of Beyond The Original Orange Chicken, exclusive prizes, as well as fun and relaxing activities. See where the tour is headed by following Panda Express on Instagram (@officialpandaexpress) for the Panda Express Recharge Station college tour schedule.

 

Emblem Health, Neiman Marcus, Gatorade, Jennie-O, Coca Cola… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Emblem Health

Emblem HealthEmblem Health’s We Mean Health campaign features Jason Naylor, Sophia Yeshi, Perla Sanchez, KitKat Pecson, and partners Craig & Karl and other local artists. Their work is used to demonstrate EmblemHealth’s dedication to supporting the heart of its communities, by going beyond coverage to help NY get and stay healthy. VMLY&R brought this year’s campaign evolution to life across print, digital, audio and OOH that will be seen across NYC through the open enrolment season this Fall. “We Mean Health is more than a line, it’s the ethos that guides everything EmblemHealth does. They truly care about the health of the communities they cover,” says Wayne Best, CCO of VMLY&R NY. “And now more than ever, it’s important to get the message out there that you need to take care of yourself.”

  • Neiman Marcus

Neiman Marcus announced the launch of its Fall 2022 campaign. The Live Your Luxury campaign went live on August 29, with digitally led content appearing online and in stores, supported simultaneously through email and social media. Titled Live Your Luxury, this brand new, company-wide endeavor encompasses all that it means to be proud of oneself–and purely at the moment. Inspired by Neiman Marcus’ customers’ desire for genuine expression it exemplifies that luxury is meant to be lived in–and loved–throughout the rhythms and the instances of the everyday. The campaign incorporates a 360° approach, inspiring discovery across advertising, in-store visuals, The Fall Book, events, digital content and videos. As a springboard for Neiman Marcus’ overall brand evolution; Live Your Luxury will serve as a strategic and creative platform for the brand. The campaign encourages Neiman Marcus customers to inhabit and move through life in a way that’s true to the individual, with assurance, boldness, eclecticism, radiance and purpose. Live Your Luxury answers a call for newness and singularity, giving customers permission (and power) to embody the term as they see fit. Style, nowadays, is about so much more than just the clothes and accessories one puts together; to live the way one wants—and to maintain optimism in doing so—is the truest luxury there is. “This campaign signals a reimagined perspective of luxury, which, ultimately, means something different and often very personal to the individual,” says Daz McColl, Chief Marketing Officer, Neiman Marcus. “It is not just about styles or trends–and the unspoken expectations that come with them. It’s about how you wear a piece or a look, when you wear it, why you wear it, and what it means to you. It is about imbuing luxury as a mindset and a prism within our daily paces–and embracing it all.”

  • Coca-Cola

Coca-ColaAs anticipation builds for the November kickoff of the FIFA World Cup 2022™ in Qatar, Coca-Cola is celebrating the passionate journey of football fans through the “Believing is Magic” global campaign. Coca Cola kicked off the integrated, digital-driven campaign, which will unfold over the coming months, by unveiling a suite of digital films capturing the full extent of fans’ devotion for their beloved teams. The spots show the outlandish promises many fans would make if their team could win the FIFA World Cup™—from getting a tattoo, to shaving their head, to running to work every day—while inviting viewers to share their own promises for possible inclusion in Coca-Cola packaging, digital content or outdoor creative.

The “Believing is Magic” campaign also will include:

  • The FIFA World Cup™ Trophy Tour by Coca-Cola, which is bringing the solid-gold Original FIFA World Cup™ Trophy to 51 countries and territories.
  • A unique digital hub where fans around the world can compete and predict winners of FIFA World Cup™ matches, connect to social platforms and share emotions, excitement and memories.
  • An exclusive partnership with Panini, the official licensed sticker album of the FIFA World Cup 2022™, on 14 exclusive player stickers fans can collect and trade physically and digitally. On the stickers found under Coca-Cola labels, each footballer shares his unique “Believing is Magic” moment—from pre-match rituals to traditions, to inspirational stories—while inspiring and incentivizing football fans to share their own stories. Coca-Cola is working with retail partners to create in-person opportunities for fans to come together, trade stickers and create digital albums.ence after lockdown is very special. In many countries, Trophy Tour events are the first Coke-branded experience since 2019, so expectation and excitement is high.
  • Gatorade

Gatorade is introducing a new energy drink. According to CNBC, Gatorade’s new Fast Twitch energy drink won’t be available to the public until February 2023. But it will be seen in a very high-profile setting this fall courtesy of the National Football League (NFL), which will make Fast Twitch available to its players on the sidelines through an exclusive partnership with Gatorade’s owner, PepsiCo. The public release in February, not coincidentally, aligns with the NFL’s biggest event, the Super Bowl. “Our expectation is this is a big bet launch,” notes Michael Del Pozzo, President and GM Gatorade Performance Portfolio, in Beverage Digest. “We would scale out similar to how you would see us scale one of our big launches on Gatorade or across our PepsiCo business. We anticipate scaling pretty quickly.”  Gatorade accounts for approximately a 70% share of the sports drink market, per Beverage Digest.

  • California Milk Processor Board

The California Milk Processor Board (CMPB) – creators of the got milk? campaign – is at the forefront of the cultural shift with a new marketing effort celebrating unfiltered realness on and off social media. California Milk Processor Board’s “get real” campaign aims to create stronger emotional bonds with Californians throughout the diverse state, with 40% of the media budget reaching Hispanic communities. The English- and Spanish-language music videos air statewide across CTV/ online video, digital audio and podcast streaming, social media, search, and digital out-of-home (OOH). The campaign also includes integrated media partnerships with custom content. The new “get real” integrated campaign, created by advertising agency GALLEGOS United, focuses on milk’s authenticity. The debut music video features actor and singer Diego Boneta (HBO Max’s “Father of the Bride”, Netflix’s “Luis Miguel: The Series”) who takes a lighthearted journey into what a more real world could look like when people are unapologetically themselves. The CMPB even pokes fun at itself, admitting it took 37 takes for Diego to perfect the iconic milk splash at the end of the video. The new campaign is launching just as real milk consumption in California is beginning to trend ahead of the rest of the United States for the first time, looking to continue the positive momentum that GALLEGOS United’s efforts have spark over the past few years. Yet just five years ago, as consumers were increasingly opting for alternative beverages, the state’s milk consumption was 3% lower than the rest of the country. That same year, 2017, the commodity board consolidated its advertising efforts and named GALLEGOS United its agency of record. Fueled in part by culturally attuned integrated campaigns, milk consumption in California has steadily increased. The marketing efforts are led by GALLEGOS United, along with public relations firm ROX United and digital agency CANVAS United. All three are part of the UNITED COLLECTIVE, an independently owned communications group.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Lionsgate

Lionsgate Motion Picture Group has named Horizon Media its media agency of record for its theatrical and home entertainment business, Deadline reports. Horizon Media  will develop and execute innovative, creative media strategies, planning, buying, data, and analytics across all media channels. Horizon will be working on Lionsgate highly anticipated upcoming slate which includes John Wick: Chapter 4Are You There God? It’s Me, MargaretThe Hunger Games: The Ballad of Songbirds and Snakes, and the next installment of Dirty Dancing.

  • Albizu University

Albizu University, an accredited educational institution with three locations in Puerto Rico and South Florida, revealed the inauguration of a large new annex on its South Florida campus. “With this new annex, we think about the broader impact Albizu will have on the community. We know the growth of Latinos in this area, we understand the growing need for services, and we look forward to continuing to provide these services,” Albizu’s newly appointed President, Dr. Nelson Soto tells Portada.  Albizu University’s marketing efforts are centered around online marketing, media relations, advertising, and social media on the major platforms. Their communications office is staffed by a team skilled in communicating to Hispanic and Latino markets through traditional, digital, and social media marketing. Beyond Puerto Rico and South Florida, the university attracts students from Central and South America and from the Caribbean.

  • Jennie-O

Jennie-O

The Jennie-O® brand for turkey products, is launching its “Queen of Protein” campaign to showcase the protein that reigns supreme — turkey. Throughout the campaign, JENNIE-O® turkey rules the “Queendom of Protein” where turkey is the elite protein. The campaign personifies the fun that can accompany mealtimes — from celebrating daily life to special occasions — and encourages home cooks to win with turkey at every event from grilling to appetizers to meal prepping and more! JENNIE-O® turkey is more than just food, it’s the protein-rich fuel that elevates any situation. “This campaign represents our brand today in a fun and meaningful way,” said Nicole Behne, vice president of marketing at Jennie-O Turkey Store. “As a trusted provider of quality turkey and a source of expertise for many years, we help consumers elevate their meals, but we also enjoy the moment, celebrating everyday meals and special occasions alike.”

Featuring touches of the brand’s distinctive awning logo – now appearing as an unfurling regal flag – the campaign brings some very modern sensibilities to a royal court, exemplified in one spot based around a guillotine used to perfectly slice turkey pizza. All spots put the tasty dishes you can make with JENNIE-O Turkey front and centre, having fun with recipes like ‘badminton meatballs’ and ‘croquet taquitos.’  Additionally, the campaign launch comes with updated packaging and new recipes, like curried turkey tacos and southwestern sliders. For “Queen of Protein” recipes, go to JennieO.com/Live-Well/.

  • Avocados from Mexico

(PRNewsfoto/Avocados From Mexico)

The soccer World Cup kicks off this November and Avocados From Mexico™ (AFM) and Takis®, the brand owned by Barcel USA the U.S. snack division of Grupo Bimbo,  are launching a new shopper marketing campaign, “Guackeepers Keep it Good,” helping fans bring the goodness of guac to their soccer viewing parties.The new “Guackeepers Keep it Good” promotional program includes in-store displays, consumer savings, digital engagement, and innovative recipe inspirations for fans, bringing the good times and good guac to life. Avocados from Mexico and Takis, the Mexican brand of rolled corn tortilla chips, are partnering to recruit two iconic soccer legends: Landon Donovan, one of the greatest American male players from the United States team, and Rafael Márquez, former Captain of the Mexico National team, described as the best defender in the team’s history, having played in five World Games soccer tournaments. The two will be the official “Guackeepers” by always bringing delicious guac made with Avocados From Mexico and Takis snacks to the party. And since nearly half of the world’s population (3.5 billion) watched the 2018 World Games matches, this is the perfect moment for AFM to make soccer celebrations #AlwaysGood. According to a study by research firm Numerator, there is a 1.8x basket increase when avocados and Takis snacks are purchased together. And, 2022 will be the first time the World Games will take place in the fall – which is a priority season for AFM, as the brand has majority share of the avocado category October – December, with a 9.1% growth in volume sales from 2018 – 20213 during this time frame. “What better way to celebrate soccer’s biggest event than with the good flavors of AFM and Takis snacks?” said Stephanie Bazan, Vice President of Shopper and Trade Marketing for Avocados From Mexico. “Our Guackeepers Keep it Good in-store merchandising strategy is designed to excite the soccer-obsessed and spark good times, elevating sales during this priority time period for our brand.”

 

Herbalife, Stella & Chewy, Cincoro Tequila, Jaguar……. and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

 

  • Herbalife

(PRNewsfoto/Herbalife)

Herbalife Nutrition and the LA Galaxy have agreed to a multi-year renewal of their partnership, which began in 2005 as the club’s official nutrition partner. Herbalife Nutrition will continue as the official presenting and jersey sponsor of the club – a designation that began in 2007 and is the longest-running in Major League Soccer (MLS) history. Beginning with the 2023 MLS season, Herbalife Nutrition will continue as the LA Galaxy’s exclusive nutrition partner, the club’s exclusive health and wellness partner, and the official nutrition lifestyle partner. Additionally, Proactive Fueled by Herbalife Nutrition, an elite state-of-the-art performance facility, located in Westlake Village, CA, will be available to the team for preseason training and sports performance testing at the facility. As part of the sponsorship, the Los Angeles Galaxy Foundation and the Herbalife Nutrition Foundation are also committing $1.25 million to support charitable efforts to benefit vulnerable and underserved children around the world. “We are excited to extend our 17-year partnership with the LA Galaxy and expand it to include new areas of collaboration that will benefit our independent distributors, LA Galaxy players, fans and communities worldwide” said Frank Lamberti, regional president of the Americas for Herbalife Nutrition.

 

  • Stella & Chewy

Stella & Chewy’s, the category leader in the raw pet food space, announced that it is launching the brand’s first-ever national ad campaign, “All You Need Is Raw.” The new creative embodies the raw, unfiltered love pet parents have for their pets and how food, especially raw and natural food, plays a key role in how pet parents show their love. The campaign also marks the launch of a new tagline for the brand, “All You Need is Raw,” which embodies Stella & Chewy’s belief that raw is all pets are, and raw is all they need. The omni-channel campaign, led by Chicago-based creative agency Highdive Advertising, and directed by Ian Kibbey and Corey Creasey of Terri Timely, consists of multiple :15 and :30 second spots and will include cable TV, connective TV/Video, audio, social media, experiential, custom content, mobile rich media and influencer relations. The paid media strategy, developed and implemented by the award-winning Exverus Media, employs advanced data and analytics to measure brand awareness, sales performance and online conversions of each media element. The holistic media strategy and approach was designed to rapidly grow household penetration and bring new consumers into Stella & Chewy’s family of growing products of raw dog and cat food and treats. “Our consumer insight is that pet parents want shared experiences with their pets. So the media placements had to support ‘co-viewing’ opportunities: think Animal Planet and Bravo, pet music playlists on Spotify and pet Reddit communities,” said Tasha Day, VP of Media at Exverus Media. “The raw pet food space continues to rapidly expand as more pet parents strive to feed their pets as they would themselves – with real and less processed foods,” said David Campbell, CMO of Stella & Chewy’s. “With this new campaign, we aim to raise awareness of the Stella & Chewy’s brand and portfolio, which offers a range of dog and cat food products to meet varying pet parent needs.”

  • Cincoro Tequila

Cincoro founders: Wes Edens, Michael Jordan, Jeanie Buss, Emilia Fazzalari, and Wyc Grousbeck

Cincoro Tequila introduced a national advertising campaign, featuring the brand’s five co-founders and its stunning bottle. Launched in 2019 by NBA owners Jeanie Buss of the Lakers, Wes Edens of the Bucks, Emilia Fazzalari and Wyc Grousbeck of the Celtics, and Michael Jordan of the Hornets, the ultra-smooth, naturally rich tequila continues to innovate to redefine luxury tequila. Computer-generated imagery (CGI) was utilized to digitally create both the flowing liquid of the tequila, as well as the formation of Cincoro’s uniquely designed bottle. In three years, Cincoro has sold 1.5 million bottles nationally and has won 23 awards in accredited spirits competitions. The advertising campaign showcases the authentic story behind the luxury brand and underscores the “Life Well Played” brand platform, positioning Cincoro as the ultimate trophy for earned victories. The campaign features celebratory vignettes of the founders and the voiceover of Cincoro CEO Ms. Fazzalari stating, “When you create a tequila with friends this driven, average isn’t even possible.”
In addition to 30-, 15- and six-second versions of the commercial for digital and social media, the campaign includes luxury print, spectacular out of home (OOH) advertising and e-commerce. The media plan includes streaming digital sites such as YouTube, partnerships with DraftKings and ReserveBar, social media on Facebook and Instagram, print across M. Shanken Communications, Modern Luxury Media and Food & Wine, and OOH executions in Las Vegas, Los Angeles, Miami, and New York.

  • Pinnacle Financial Services

Pinnacle Financial Services, one of the largest, full-service health, life, annuities, and long-term care national marketing organizations  announced that it has acquired Health One Corporation (“Health One”). A Miami-based insurance marketing organization, Health One specializes in the distribution of Medicare Advantage, Medicare Supplement and Affordable Care Act (ACA) health insurance products for beneficiaries in the under-65 U.S. Hispanic market. Per the agreement, terms of the deal were not disclosed. Founded in 2016 by Susan Carrasco, Health One has carved out a significant place in the Medicare and ACA health insurance arena as one of the few true multicultural and multilingual insurance marketing organizations in the United States. Health One supports over 400 licensed agents in more than 30 states, who offer their services in Portuguese, Creole and French in addition to English and Spanish. With the increased capital, resources and support from Pinnacle, Health One will be well positioned to accelerate its growth, expand its agent base and serve more clients nationwide. “The fast-growing U.S. Hispanic market has been a strategic priority for our distribution efforts for many years, and today’s announcement with Pinnacle is another example of our combined commitment to meet the needs of an increasingly diverse pre-retiree and retiree population,” said AmeriLife Chief Distribution Officer Mike Vietri.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Ford

Ford invites Mustang owners and fans to participate in the countdown to The Stampede, the all-new Mustang global debut event on Sept. 14 as part of the Detroit Auto Show activities. With the backdrop of the Motor City, and thousands of invited Mustang faithful, Ford employees and global media in attendance, The Stampede kicks off the next chapter of the Mustang story. “Mustang is the world’s best-selling sports car because there’s one for everyone – from an EcoBoost convertible to 5-liter V8 GT fastback coupe,” said Jim Farley, president and chief executive officer, Ford Motor Company. “Now it’s time to for a new stampede of owners, fans and employees to welcome the next chapter in Mustang’s legacy – the seventh-generation, which will be our best yet.” At the very starting point of where Woodward Avenue, America’s first paved road begins, Ford invites Mustang fans around the world to descend on Hart Plaza for the debut of the all-new, seventh-generation Mustang taking place on Sept. 14 at 8 p.m. EDT. “When we conceived the idea of an indoor-outdoor Detroit Auto Show, The Stampede was the kind of event we hoped and believed was possible,” said Rod Alberts, executive director, Detroit Auto Show. “We are proud to support Ford with what will be an absolutely iconic milestone, celebrating the heritage and future of the Mustang, as well as the global mobility industry, right here in Detroit.” For Mustang fans who will not be in Detroit, The Stampede will be broadcast live on social channels, including Ford YouTube and the Ford Mustang Facebook page.

  • Legoland Resorts

Lexington, Kentucky-based Cornett has been tasked with creating work that captures the Legoland experience for both kids and adults, according to Christy Hiler, president and owner at Cornett, according to Adage and Gratisownia. Pete Carter, the founder of Creative Haystacks, was the consultant on the pitch, which covers both Legoland’s theme parks and hotels. Legoland has 10 parks around the world. The resorts are mainly designed for children from 2 to 12 years of age and offer over 50 rides, shows and attractions at each resort. Legoland’s parent, Merlin Entertainment, which also owns aquariums, the London Eye and Madame Tussaud’s wax museum, says it is the second-largest attraction operator in the world after Disney.

  • Jaguar

Jaguar is looking to make a leap into a more upscale market, trying to compete with Rolls-Royce and Bentley rather than Mercedes-Benz and BMW, and the latest step in their transition is a new advertising campaign. The company aims to be an all-electric ultra-luxury brand by 2025, with all of its models priced at least six figures. To achieve this, this new ad campaign attempts to position itself as the automotive equivalent of some of the most exclusive luxury fashion brands. “We are actually part of this world, but we don’t really communicate the brand in this way. We are deeply rooted in the automotive tradition,” Stuart Schorr, vice president of communications for Jaguar Land Rover North America, told Automotive News Europe. “And as we’re trying to get up and moving into the future, sometimes you just need a big break.” The automaker’s Twitter account, focus on models in stylish clothing, while the cars are deliberately left dark and colorless so as not to be in the spotlight. We’re not sure if making the cars a back-story is the best strategy to sell them, but we won’t argue with what is likely a very tactical marketing ploy on Jaguar’s part. Ads will be placed in relevant fashion magazines such as Harper’s Bazaar, Elle, and Esquire to attract this clientele, as well as Road & Track to attract automotive enthusiasts. “We have put this conscious effort into our advertising, our social media and our photography to be much more refined, more elegant and more contemporary,” said Schorr.

 

 

Hyundai Motor America, EchoPark Automotive, Under Armour … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Hyundai Motor America

Hyundai Motor America has selected independent, Hispanic-owned and operated Lopez Negrete Communications as its U.S. Hispanic marketing agency of record. Hyundai has entered a multi-year agreement with Lopez Negrete following a competitive request for proposal (RFP) process. Lopez Negrete applies cultural intelligence to inspire work that matters and engages today’s Latino consumer. The nation’s largest independent, Hispanic-owned and operated, full-service agency is known for breakthrough creative marketing campaigns that deliver maximum return. Lopez Negrete is a founding agency member of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM). Lopez Negrete will collaborate with Hyundai to develop U.S. Hispanic marketing strategies, create new vehicle campaigns, provide experiential and social media strategy, and consult on media buying decisions. In addition to branding and product campaigns, Lopez Negrete will support future models and Hyundai Hope On Wheels activities.

  • EchoPark Automotive

EchoPark Automotive, a subsidiary of Sonic Automotive, one of the largest automotive dealership groups in the United States, announced that it has selected VaynerMedia as its fully integrated agency of record. In a first-of-its-kind partnership, the agency will be responsible for providing full creative, strategic, analytical, social and media services as the brand expands its advertising and marketing capabilities.VaynerMedia’s appointment was awarded following a competitive review. EchoPark will immediately bring VaynerMedia on board and together the companies will plan for new brand campaign efforts later this year.

  • Under Armour 

Under Armour, the American sports equipment company that manufactures footwear, sports and casual apparel, has appointed Zambezi as its creative agency globally to lead creative development for 2023 brand campaigns, Adage reported. The independent agency won the business following a pitch process that ended in May. Interpublic Group of Cos.’ MullenLowe is believed to have also participated, according to multiple people close to the situation. MullenLowe was unavailable for comment. The brand has been handling some work through its in-house agency, including its 2020 campaign “The Only Way is Through.” During that time it also collaborated with agencies on a project basis, and prior to that, the company worked with Droga5.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • JefeBet

JefeBet, a gambling and multimedia brand for bilingual and Spanish-speaking Americans, will release a new proprietary, free-to-play Loteria game this autumn.The game, built in partnership with Plan A Technologies, is scheduled to debut during National Hispanic Heritage Month. It is designed as a hybrid of Loteria and Keno, and will be available to play on iOS and Android platforms.Fifth Street Gaming (FSG), JefeBet’s parent company, is a full-service hospitality and casino management company, which has catered to the Latino market for over 15 years. Its casino properties the Silver Nugget and the Lucky Club are the only two US properties to operate Loteria on-site.Loteria is often referred to as Mexican bingo, and is a game of chance whereby illustrated cards replace numbered balls.

 

Country Crock, Keurig Dr. Pepper, Macy’s… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Country Crock

Country Crock® announced the launch of their Plant Cream, a new plant-based alternative to dairy-heavy whipping cream that can be used in endless cooking and baking recipes. The newest innovation offers a no-sacrifice substitute with an easy 1:1 swap with dairy, elevating meals to be more rich and flavorful. “Country Crock Plant Cream is a must-have, secret weapon ingredient to have in the kitchen. Its versatility and delicious taste make it perfect for vegetarians, dairy intolerant or plant-curious consumers,” said Natalie Cooper, Brand Lead, Country Crock. “We believe that once consumers make the switch, they will find surprising ways to enjoy it, including reheating leftovers, making ultra-creamy pastas, or baking a delicious dessert.” To celebrate the new Plant Cream, Country Crock recently launched the “We Defied Dairy” campaign. This campaign demonstrates how Country Crock Plant Cream along with Country Crock Plant Butter is made with delicious plant-powered ingredients, giving customers all the taste of heavy whipping cream and butter but without the heaviness of dairy. The campaign includes spots on Connected TV, Linear TV, and digital platforms. Country Crock Plant Cream is available nationally at Kroger and soon to be Publix as well as regionally in retailers including Price Chopper, Piggly Wiggly Alabama, Albertsons, Safeway and United Supermarkets

  • Americano Media

Americano MediaAmericano Media launched the first-ever Spanish-language conservative media platform.  “With the objective of increasing awareness among the U.S. Hispanic population, Americano Media will be releasing an advertising campaign in the next few weeks. “We will be aggressively advertising in key metropolitan areas with a high Hispanic density. The campaign will include digital and also traditional media. Advertising creative will be in Spanish,”   Jorge L. Arrizurieta, President of Americano Media, tells Portada.

  • Keurig Dr. Pepper

Brushing off concerns about the potential for a recession, Keurig Dr Pepper is on the prowl for more acquisitions and partnerships. In the quarter ended June 30, sales of the company’s coffee pods grew by 10%, and carbonated soft drinks by 11%. In addressing financial analysts last week, CEO Bob Gamgort noted that in the 2008-2009 recessionary period, carbonated soft drinks and coffee were among the most resilient CPG categories. “These categories are true staples, with regular consumption behaviors and few direct substitutes. And they have the benefit from the trade down effect from out-of-home consumption to in-home consumption that frequently occurs during recession,” said Gamgort. One of Keurig Dr Pepper’s latest coffee partnerships is the reinstatement of a distribution deal with Louisiana-based Community Coffee after a five-year hiatus. Additionally, ,Keurig Dr Pepper (KDP) recently announced that it is acquiring the global rights to the nonalcoholic, ready-to-drink (RTD) cocktail brand Atypique from Station Agro-Biotech, a Saint-Hyacinthe, Quebec-based company that specializes in the manufacturing and marketing of alcoholic and nonalcoholic beverages.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Republica Havas Health

Republica Havas HealthHavas Health & You and Republica Havas announced the creation of a new agency, Republica Havas Health, to help foster health equity for multicultural patients and consumers. Republica Havas’s new division will be led by Co-founder, Chairman and CEO Jorge A. Plasencia, and will leverage the scale of HH&Y to reach brands and consumers across the United States, with quick global expansion plans. Republica Havas Health will focus on four key priorities – diversity in clinical research, culturally relevant health & wellness marketing, multicultural competence in healthcare, and concrete action to address health inequities. Republica Havas has had banner growth since they were established in 2006, with a proven track record of supporting powerhouse brands across categories – such as Walmart, Toyota and Google – by driving cultural relevancy. Their health and wellness experience spans over a decade and includes clients such as Pfizer, Boehringer Ingelheim, Merck, and Amgen – and they bring their specialized knowledge in this new partnership with Havas Health & You in cross-cultural health and wellness marketing.

  • Macy’s

MacysMacy’s back-to-school campaign celebrates how students’ styles are constantly evolving from year-to-year and, in some cases, even week-to-week. This year’s commercials feature fast-paced fun fashion transitions showcasing Macy’s brands, value and inspiration while highlighting the joy and confidence of the perfect look and owning your style. he campaign includes TV, digital and print. “The fresh start of a new school year brings a clean slate for everyone to make new friends, create new experiences and show their own take on back-to-school dress codes,” said Matthew Sebra, Senior Fashion Director, Macy’s. “At Macy’s, we know that style is unique to each student. We’re looking forward to helping students of all ages own their style with the latest school essentials and Fall trends.”

JLo Beauty, Nike, Fila … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • JLo Beauty

JLo Beauty, a high-performance line of skincare founded by world-renowned entertainer Jennifer Lopez, announced its first category expansion with the highly anticipated launch of body care. Introducing JLo Body, a clinically backed line of high-performance skincare for the body. Firm + Flaunt Targeted Booty Balm is the first clinically tested formula to launch under the JLo Body franchise, as requested by JLo Beauty’s ageless consumers who were looking to upgrade their bodycare with new textures and active ingredients that deliver powerful results. On July 24th – Jennifer’s birthday – the superstar gave new meaning to the “birthday suit” by baring it all to mark the launch of JLo Body as part of an omnichannel marketing campaign. The launch campaign includes bi-coastal billboards, print ads, e-mail, SMS, exclusive social content, LIVE moments with Jennifer, influencer campaigns, activations with exclusive retailer Sephora, and partnerships with select JLo superfans – all in an effort to celebrate the brand founder’s mantra: Beauty has no expiration date. JLo Beauty Firm + Flaunt Targeted Booty Balm (US$65) is available now at www.jlobeauty.com.

  • Nike

Nike has closed its global media review and appointed IPG Media BrandsInitiative and Dallas headquartered independent agency PMG and, to split the bulk of its account. PMG will be its integrated media agency in North America as well as its global digital capabilities partner, while Initiative will handle integrated media globally. Wieden+Kennedy (W+K), which remains Nike’s creative agency of record, was the media planning incumbent in North America. According to sources, Wieden may retain some business in North America. WPP’s Mindshare and Stagwell’s Assembly previously managed media for the brand in Europe, and independent agency W+K held the media account in North America.

  • Fila

Sportswear brand Fila has inked a multiyear agreement with Havas Media Group‘s sports marketing unit to manage and develop rights with athletes and sports properties, as well as promote its brand in all countries it operates in. Havas Sports & Entertainment Italia will handle the assignment, which includes current sports deals, new sports marketing initiatives, “targeted activations” and PR, Mediapost has reported. The agreement includes proprietary tools such as Havas’ “Sponsorship Evaluation System,” which measures the effectiveness of sports sponsorships.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Sprite

Two of The Coca-Cola Company’s biggest brands in North America are taking major steps to support a circular economy for plastic packaging. DASANI is rolling out bottles made from 100% recycled PET plastic (excluding caps and labels), and Sprite is launching a whole new look – the iconic green bottle will transition to clear plastic starting August 1st –New Bottle. Same Sprite. Now Made with Clear Plastic to Help This Bottle be Re-Made. As the brand’s first major update in over 60 years, Sprite’s makeover marks a historic moment for the fan-favorite soda. In the latest TV spot, the brand tapped NBA phenoms, Anthony Edwards and Trae Young as well as the beverage behind some of the most iconic ads in sports and music, like Drake’s beloved “The Spark” commercial. The duo takes center court alongside Sprite’s new CLEAR bottle to show that it might be a new generation, but the game is the same and so is the classic lemon-lime taste of Sprite, now only in a bottle that’s made to be remade again. Edwards is also taking over House of Highlights social channels to discuss his hot takes on the season ahead, and much like Sprite’s new look. In addition to its new drip, Sprite is introducing a new visual featuring a revamped logo and packaging design. Sprite’s packaging graphics will retain their recognizable green hue and prominent “Recycle Me” messaging, which supports its commitment to sustainability. The Coca-Cola Company’s flagship brands, Sprite and DASANI, are both introducing packaging transformations as part of the company’s World Without Waste initiative.

  • Pepsi

Pepsi is highlighting the diversity of Latin American cuisine with new content and a reward for fans, to prove that no matter how a signature dish is enjoyed it can be #MejorConPepsi. To bring the campaign to life Pepsi got behind the scenes of one family’s debate, as Puerto Rican and Cuban raised rapper Fat Joe and his wife Lorena, of Colombian descent, dove into their own passionate dispute on the “correct” way to make some of their favorite dishes, starting with their most common sources of contention: tacos and arroz con pollo.In celebration and support of local eats, the brand is also launching an exclusive DoorDash offer for fans to enjoy their own favorite Hispanic dishes. Consumers in New York City, Los Angeles, Miami, Chicago, Dallas and Houston will get $5 off a food order of $15 or more, with purchase of an ice-cold Pepsi or Pepsi Zero Sugar, from select local Hispanic restaurants until August 11, while supplies last.In its second year, the #MejorConPepsi campaign will highlight key Hispanic dishes from empanadas to arroz con pollo in branded content across TVC, social media, OOH, and retail POS.

  • Russell Westbrook

NBA veteran point guard, entrepreneur, and philanthropist, Russell Westbrook, has formally entered the digital media sector by launching Russell Westbrook Enterprises, new digital media division, RW Digital. The division has architected specific programmatic solutions that enable brands to more efficiently reach diverse audiences and amplify owned and operated minority publishers. Since ascending, Westbrook’s business portfolio has grown to touch multiple verticals including Venture Capital, Fashion, Real-Estate, Insurance and now Digital Advertising. With the driving force of resourceful betterment for his community being the focal point, Westbrook has intentionally expanded his mission of empowerment through thoughtful exploration of additional pathways to success. Causal IQ, a leading programmatic solutions provider, was selected by Westbrook and his team as a strategic partner based on its extensive programmatic advertising expertise and decades-long digital media knowledge. Since formalizing the partnership, RW Digital has amassed a client portfolio with key brands including AT&T, PepsiCo, Moderna, American Airlines and American Entertainment Network.

  • Anytime Fitness

Anytime Fitness, a 24-hour health and fitness club franchise, has selected Mischief @ No Fixed Address as its creative agency. The agency will provide creative support such as long-term brand development and campaign creation for the fitness giant. Currently, the fastest growing fitness franchise, Anytime Fitness credits its culture to a more humble beginning in 2002 when its three founders, Chuck Runyon, Dave Mortensen, and Jeff Klinger, first met at a fitness club they worked at in the early 1990s in St. Paul, Minn. Back then, the trio pioneered the idea of 24/7 fitness as well as the once barcode, now key fob security system. Together, they built a business model that broke the patterns on which the fitness industry once operated, providing a more holistic approach to health. The brand expanded into multiple markets, spanning its operations to all seven continents, including Antarctica.

 

 

Discover Financial Services, T-Mobile, Jarritos… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Discover Financial Services 

Discover Financial Services, a digital banking and payment services company with one of the most recognized brands in U.S. financial services, has selected Mindshare, the media services company that is part of WPP, as their US media agency of record, in leading audience and media strategy, planning, investment, measurement, and data and analytics. Mindshare will partner closely with Discover to drive a full-funnel marketing and media approach across the full customer journey from awareness through account opening through retention. Mindshare is particularly suited to this work, having successfully completed its integration with global performance agency Neo earlier this year, providing clients with a broader range of transformative media services. Mercer Island Group led an extensive competitive review of the account.

  • T-Mobile

Vix - T-Mobile Partnership T-Mobile announced that its customers will get a free subscription to ViX+. The premium SVOD tier of Televisa Univision’s ViX, for a full year. The telco giant is currently teaching its employees about the new offering, which will be introduced in mid-August. “We are deep into PR and are also preparing our call centers and retail stores,”  Annie Garcia, VP, T-Mobile Branded Sales & Distribution for South and East Region, tells Portada. T-Mobile will also be launching a fully integrated marketing campaign to promote the new offering starting in mid-August.

  • Jarritos 

Jarritos Mexican Soda, the authentic and flavorful Mexican soda brand, announced the launch of the JarriTODOS Artist Grant Contest to champion diverse artists and creatives with the chance to win a US$10,000 grant to help them pursue their artistic passions.Jarritos invites ALL aspiring artists who are residents of the United States, ages 18 and older, to participate in the JarriTODOS Artist Grant Contest. The contest will set out to discover the best up-and-coming talent across five industries including visual art, dance, fashion, food and music, awarding five (5) grand prize winners each with a US$10,000 grant. A judging panel consisting of five notable arts and entertainment professionals (Courtney Plummer, Contemporary Art Dealer, Karla Martinez de Salas, editor of Vogue Mexico/Latin America, JoJo Gomez, professional dancer/choreographer, Pati Jinich, celebrity chef and host of La Frontera, and Javier Farfan, music, entertainment, and cultural marketing consultant, will judge talent based on talent and creativity  (50%), self-expression (30%), and presentation (20%). From July 11, 2022, through August 6, 2022, interested applicants may submit for the JarriTODOS Artist Grant Contest at https://app.wyng.com/JarritodosContest

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Cheetos®

Cheetos and Bad Bunny kicked off year three of their partnership in May with Cheetos’ new television commercial, Magic Touch. The commercial, which debuted during the 2022 Billboard Music Awards and featured new music off Bad Bunny’s latest album, Un Verano Sin Ti, spotlights the “magic touch” the Hispanic community possesses to transform the world around them. Now, with the launch of the Deja tu Huella Fund, Cheetos® and Bad Bunny will award US$25,000 each to 20 individuals using their “magic touch” to impact Hispanic communities.Between July 18 and August 19, fans are invited to share through TikTok how they would use US$25,000 to make a positive impact on Hispanic communities in the U.S. and Puerto Rico. To enter for a chance to win $25,000, fans can use the #DejatuHuellaFund and #Entry hashtags when sharing their TikTok video that showcases how they’d use the fund to effect positive change.The Deja tu Huella Fund is the next iteration of the Cheetos Estudiante Fund that launched during the 2021 campaign. For more information about the campaign, details on how to enter and for official rules, visit Cheetos.com/DejatuHuella.

  • Honda Civic

The Honda Civic Tour returns this summer with an exciting new format. The Honda Civic Tour Presents The Future X will feature a seven-city U.S. tour complemented by entertaining TikTok content, headlined by the buzzworthy and extraordinary new pop group, The Future X. The Tour kicks off later this month in Los Angeles before culminating in a spectacular finale on the Honda Stage at the Austin City Limits music festival in October.To expand the tour’s reach, The Honda Civic Tour will be heavily featured on TikTok, which will follow The Future X’s journey across America along with appearances by TikTok stars and other special guests.. Tickets to attend the 2022 Honda Civic Tour Presents The Future X – their first U.S. tour since performing to huge audiences in South America and Europe earlier this year – will be made available at: www.thefuturex.com/hondacivictour. Fans who visit the site can register their interest for an invitation to attend the Honda Civic Tour. The 2022 Civic Tour is free to attend.The Future X members – singers Angie Green, Luke Brown, and Maci Wood, along with dancers Jayna Hughes, Sasha Marie, Tray Taylor and Drew Venegas – will chronicle their road to their Honda Civic Tour performances in addition to filming each 2022 Civic Tour stop, exclusively on TikTok: tiktok.com/@thefuturexofficial.The group will continue the popular Honda Civic Tour tradition of custom-designing a Honda vehicle, with The Future X customized 2023 Civic Type R revealed at the Los Angeles Civic Tour stop. Along with the 2023 Honda Civic Tour custom Type R, fans also can check out the all-new 2023 HR-V throughout the Honda Civic Tour.

  • Cancion Explorer

Song Exploder is launching a new Spanish-language spin-off called Cancion Exploder, a podcast targeting Spanish-language speakers worldwide.  Martina Castro, host and co-executive producer, tells Portada that Adonde Media, the company that produces and promotes Cancion Exploder,  “will be launching a TikTok channel, as well as Instagram and Twitter accounts. Extra content will be provided on these channels.” There are two weeks between each podcast episode giving Cancion Exploder time to build up the universe in different countries. Castro adds that marketing will be 100% digital and a mixture of organic and paid programs: “We want to capture digital consumers, people who live on these platforms and are fans of these artists.”

 

 

Molson Coors, Walmart, Vallarta… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Molson Coors

    Molson CoorsAfter a 30-year hiatus, Molson Coors is returning to the Super Bowl in 2023. And for the last 33 years, the event has been largely dominated by Anheuser-Busch InBev, who announced it was ending its 33-year deal with the NFL which made it the exclusive alcohol advertiser in the NFL. For the first time in more than 30 years, Molson Coors Beverage Co. plans to invest in official in-game advertising space during Super Bowl LVII. The company’s decision to purchase national advertising space during the game comes following the end of a beer category exclusivity deal in place since 1989. That pact effectively prohibited Molson Coors and other beverage and brewing companies from buying official in-game spots. With its commitment to invest in Super Bowl LVII, Molson Coors is the first major brewer to take advantage of end of exclusivity for 2023. The game, which will be played Feb. 12 in Glendale, Ariz. and broadcast nationally on FOX, is among the most-watched live television events in the world, often ranking as one the highest-rated U.S. programs of the year with some 100 million Americans tuning in. It’s also one of the most-anticipated advertising events of the year. “After years of finding creative ways for our brands to gain share of voice during the game, we’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” says Molson Coors Chief Marketing Officer Michelle St. Jacques. Despite being de facto locked out of national Super Bowl advertising, Molson Coors for the past several years has found other ways to elbow its way into the big game conversation. This year, Miller Lite became the first beer brand to open a branded bar in the Metaverse surrounding the game, and the year prior, it challenged consumers in a New York Times print ad to manually type the world’s longest browser URL for a chance to win a six-pack of beer.

  • Walmart

Walmart is expanding Spanish search on Walmart.com. This month it started offering customers the ability to opt in or out of the translated query , Senior Manager, Product and , Senior Director, Product explain.  Here’s how it works:

  • A customer searches for “leche,” Spanish for “milk.”
  • The search results page serves items based on the English translation of the word, displays a message informing customers of the translation and providing a one-click opt out.
  • If the user opts out of the translation, the search results return products that include the word “leche,” like “dulce de leche,” in the title or description.

Walmart’s product managers add that “this experience enables customers to search in Spanish for over 600,000 of the most commonly ordered items, making their shopping experiences faster, easier and more convenient. This year, we will further optimize the Spanish experience, including the launch of predictive search and continual personalization and contextualization, with plans to launch a full end-to-end universal Spanish experience in the future. We have always focused on our customers, seeking to understand their needs, desires and wish lists. And we will continue innovating to meet customers where, when and how they want to shop.”

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • T.N. Dickinson’s 

T.N. Dickinson’s is partnering with TikTok sensation Sharpe Family Singers to showcase the multi-use benefits of the T.N. Dickinson’s Witch Hazel products for the family’s personal care needs and everyday skin irritations through the There’s T.N. Dickinson’s For That TikTok campaign. The musical family of six has created a fun and entertaining jingle highlighting all the ways T.N. Dickinson’s Witch Hazel is gentle, natural and effective for the whole family to be incorporated throughout the campaign. The There’s T.N. Dickinson’s For That campaign was designed for consumers to understand how T.N. Dickinson’s offers a wide range of multi-benefit products and uses the gentlest, most natural formulations possible through the Sharpe Family Singers jingle. Since 1866, T.N. Dickinson’s has stayed true to their commitment to natural clinical care by producing only 100% natural, clinical grade USP witch hazel.

 

  • Vallarta Supermarkets

Vallarta SupermarketsStor.ai, the end-to-end digital commerce solution for grocers, announced that it has partnered with Vallarta Supermarkets, a chain of grocery stores located across Southern California, to implement its platform in Vallarta stores. Vallarta will use stor.ai’s ecommerce and picking platform to support their stores in deploying advanced online shopping, delivery and fulfillment solutions. Online grocery shopping has grown exponentially in recent years, but retailers are still grappling with the question of how to deliver cost-effective and profitable ecommerce to keep pace with customer expectations. Stor.ai helps grocers respond to today’s fast-evolving ecommerce landscape, helping retailers keep up with customer demand and offer an expanded range of digital services, while also preserving their unique brand identities, customer data and margins. Stor.ai’s partnership with Vallarta aims to ensure that Vallarta can provide the online services that customers want and need while mitigating the risks of relying solely on third-party ecommerce providers.

 

American Express, Kellogg’s, Hasbro, Alka-Seltzer®… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • American Express

    American ExpressAmerican Express is rolling out geo-specific QR codes to encourage local business discovery, Mediapost reports. The “Let’s Go Shop Small” campaign, is launching today July 11 and  encourages consumers across the country to support their local businesses this summer, continuing the brand’s legacy of championing #ShopSmall.

    Separately, in the UK American Express is launching an AR game in partnership with Yahoo called American Express Summer Drop. The game provides a  taste of what it means to be an AmEx card holder. The AR game takes card holders on a citywide treasure hunt in search of virtual “drops” that unlock real-world rewards. Members can win things such as tickets to BST (British Summer Time) Hyde Park Music Festival, WimbledonWilderness Festival, and other major American Express events. You can also pick up smaller prizes such as vouchers for Harvey Nichols and Bloom & Wild and free coffee at any Caffè Nero location.

  • Kellogg’s

Kellogg Company‘s Director of Cultural and Inclusive Marketing, Chelsea Jenkins, shared why and how Kellogg is launching a campaign, “On Mom’s tables Aquí y Allá on Kellogg Company’s Social K blog. A core facet of Kellogg’s™ Better Days global environmental, social, and governance (ESG) strategy is its commitment to appreciate all individuals for their diverse backgrounds, experiences, styles, approaches and ideas. How the company  market its foods is essential to how it expresses this commitment. According to Jenkins, the company has a massive responsibility to understand its consumers – to make sure they feel seen, heard and included when advertising its food. One insight they uncovered recently was that Kellogg’s cereal has been on the breakfast tables of Latina moms for generations in Mexico and the United States. Connecting that insight to the understanding that being bicultural today means a person can unapologetically embrace both of their cultures. The result was Kellogg’s campaign, called “On Moms’ tables Aquí y Allá” (“On Moms’ tables here and there”). The goal was to authentically capture the emotional relationship that bicultural Latina moms have had with the brand throughout their lives. The campaign includes in-store advertising and a variety of digital content. Consumers can see through ads that aren’t authentic or that just check a box. Simply having actors of a particular demographic doesn’t cut it. The people making the ads needed to be representative of the consumers the brand was trying to reach. That’s why Kellogg’s team  went to Mexico City to film the content. The crew was entirely Hispanic. Everyone on the set was speaking Spanish; the actors were giving real-time feedback, tapping into their owned lived experiences at the breakfast table to further drive the authenticity.

  • Hasbro, Inc.

Hasbro, Inc., has announced a partnership with the National Basketball Association (NBA) and National Basketball Players Association (NBPA) for the highly anticipated re-launch of Starting Lineup, an iconic sports collectibles brand. The Starting Lineup collectible will also include an exclusive, officially licensed Panini NBA trading card. Launching this fall in partnership with Fanatics, a global digital sports platform, the Starting Lineup brand will feature legendary NBA superstars as part of its first wave of figures and will be available for pre-order starting September 22 exclusively on Hasbro Pulse and across the Fanatics network of online sites, including Fanatics.com and official league stores. The return of the Starting Lineup brand will continue its legacy of bringing fans and collectors their favorite athletes in action figure form, but with design like never before in a highly articulated 6” scale. The Starting Lineup brand developed a massive following by bringing sports enthusiasts figures of their favorite superstar players accompanied by a trading card for more than a decade, and the introduction of notable NBA players will be the first of an all-new era of major athletes joining its classic heritage. Hasbro is also working with OneTeam Partners, a Washington, D.C.-based firm, on the athlete and creative marketing campaign.

  • Alka-Seltzer®

Alka-Seltzer®, the Bayer brand known for its effervescent antacid and pain relief products, announced a partnership with musician and producer T-Pain to launch its newest innovation, NEW Alka-Seltzer Hangover Relief.  To introduce the brand to a new set of younger consumers, Alka-Seltzer released a remixed version of its iconic “Plop Plop, Fizz Fizz” jingle – mixed, produced and recorded by rapper, musician and cocktail enthusiast, T-Pain.The original Alka-Seltzer jingle was released in 1951 with its catchy tune and memorable tagline of “plop, plop, fizz, fizz – oh, what a relief it is” that soon became synonymous with the brand for years to come. T-Pain’s new version of the jingle plays homage to the classic with a spin that, while making it more relevant to the times, still lets consumers know it’s distinctly an Alka-Seltzer product. The jingle is available to stream on AlkaSeltzer.com, and to celebrate, fans are invited to take part in a TikTok dance challenge, showing off their best moves to the remix alongside T-Pain.NEW Alka-Seltzer Hangover Relief is available now at retailers nationwide including Target, CVS, Rite Aid, and more.To listen to the jingle remix, duet with T-Pain and see behind-the-scenes footage of the jingle remix, visit AlkaSeltzer.com and follow along on the brand’s Instagram and TikTok.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Prudential 

Prudential Financial has appointed  Interpublic’s McCann as its new creative advertising agency, following  a review. StrawberryFrog was the incumbent and didn’t defend. Prudential has an in-house creative unit which will collaborate with McCann on marketing efforts including strategy, campaign execution and the development of creative assets. The appointment comes as Prudential is expanding its footprint to more markets.

Tecate ALTA, Presidente Supermarkets, Cardenas Markets… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Instacart

Omnicom Media Group (OMG),  the media services division of Omnicom Group Inc., announced a comprehensive strategic partnership with Instacart that will deliver a wide range of benefits to Omnicom clients, most significantly in providing new measurement capabilities. Making the announcement during the second day of the Cannes Lions International Festival of Creativity, Omnicom outlined details of the partnership, including account management, product first-looks, and product roadmap consultation. Most notably, Instacart is building a roadmap to work within the clean room infrastructure of Omni –  Omnicom’s  open operating system which orchestrates better outcomes for clients across the entire consumer purchasing journey – building on previously announced partnerships with NBC & Disney for planning and measurement in the Omni clean rooms.With one of the largest grocery catalogs in the world, Instacart has insight into the complete customer journey – from search through checkout – across different touchpoints. Instacart provides CPG brands with aggregated, anonymized and retailer-agnostic data insights across the entire Instacart app that allows advertisers to better understand their customers’ online buying habits.The Instacart collaboration is the second in a series of commerce partnerships that Omnicom announced during the Cannes Lions Festival. 

  • Tecate ALTA

The media activation for Tecate Alta’s “Bring your All” advertising campaign, which started on June 1 and will last until December, CTV is playing a crucial role with advertising running in streaming platforms including Hulu and ESPN as well as social media, Spotify, radio and OOH activations. Distribution is also being supported with sampling programs. Portada talked to Belen Pamukoff, Brand Director, Tecate on how she approaches Gen Z Marketing.

 

 

 

  • Presidente Supermarkets 

Miami-based Presidente Supermarkets, one of the biggest Hispanic-owned grocers in the U.S. and led by Omar Rodriguez for 30 years, recently inaugurated its newest store in West Palm Beach, as part of its continuing expansion plan.  The store is the largest Presidente Supermarket at 60,000 square feet, and the fifth store in West Palm Beach, located at 4348 Okeechobee Boulevard. The grand opening took place on June 8, 2022, and the store is offering daily specials during the first few weeks after opening. This investment in the community will add much-needed jobs and spur economic development in the area.This new store employs 80 workers and includes a large and comfortable cafeteria, serving homestyle hot food for the whole family. Presidente Supermarkets currently has 39 stores in Florida, from Orlando to Miami, and plans to open four more in West Palm Beach, Broward and Orlando during the next year.  

  • Cardenas Markets

Hispanic grocery chains Cardenas Markets, one of the biggest in the U.S. with 59 stores in three Southwestern states, has partnered with Coin Cloud, a U.S. provider of DCM and crypto ATMs.Through the partnership, Cardenas Markets customers will be able to buy and sell cryptocurrencies for cash at all stores in the network through Crypto ATMs and DCMs from Coin Cloud. In all, they will have access to more than 40 different crypto assets, including the most popular ones such as DOGE, SHIB, BTC and ETH. It should be noted that the largest product network targeting the Hispanic community operates in such large states as California, Arizona and Nevada. The first test of the innovation will take place in Las Vegas.The idea of introducing crypto ATMs directly into the Hispanic grocery network fits perfectly into the overall picture of the relationship between the Spanish-speaking population and crypto. A survey cited in the press release shows that American Hispanics use cryptocurrency far more than any other adult population in the country. Moreover, the data shows that Latinos use cryptocurrency more as a means of payment than as a means of savings.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Calbee’s Harvest Snaps 

Harvest Snaps, the original better-for-you (BFY) snack and flagship brand of Calbee America, Inc., has appointed creative and media agency Cutwater, with offices in San Francisco and New York City, as their digital creative agency of record after a comprehensive review.Under this relationship, Cutwater will spearhead communications efforts, including creative, digital, brand, and social strategy. The agency will work across Harvest Snaps’ Baked Snacks and Crunchy Loops products. Both Baked Snacks and Crunchy Loops are powered by plant-based protein and tap into veggies (such as baked peas, lentils, and beans) as the #1 ingredient.The collaboration comes on the heels of Harvest Snaps’ recent rebrand. It also follows Cutwater’s latest win as the creative and media agency of record for petcare brand Hartz.Harvest Snaps products are available at supermarket chains and natural grocers across the U.S. as well as online at Amazon.

  • Ford Motor Company 

SOCi Inc. Ford Motor Company and their joint venture partner, FordDirect, announced that they have appointed SOCi as its platform of record for localized marketing, available to all of its Ford and Lincoln Dealerships in the U.S.Since the Ford family of brands began using the SOCi platform in February 2022 to manage business listings and social profiles for its Dealerships, the automaker has experienced triple digit month-over-month increases in Facebook impressions (240%), post volume (288%), and engagements (414%).Ford and FordDirect approached SOCi to help secure buy-in from local dealers with a seamless, white glove process for localized social media management, which would increase social engagements for its dealerships. According to SOCi platform data, localized content that takes local community sentiment into account receives on average a 67% lift in engagement over more generalized posts. Further, according to SOCi’s 2022 Localized Marketing Benchmark Report (LMBR), automotive dealers outperformed all other verticals in terms of localized marketing, indicating intense competition for Ford and a heightened need to rise above other automakers in its digital marketing efforts.

  • Instacart

Omnicom Media Group (OMG),  the media services division of Omnicom Group Inc., announced a comprehensive strategic partnership with Instacart that will deliver a wide range of benefits to Omnicom clients, most significantly in providing new measurement capabilities.Making the announcement during the second day of the Cannes Lions International Festival of Creativity, Omnicom outlined details of the partnership, including account management, product first-looks, and product roadmap consultation. Most notably, Instacart is building a roadmap to work within the clean room infrastructure of Omni –  Omnicom’s  open operating system which orchestrates better outcomes for clients across the entire consumer purchasing journey – building on previously announced partnerships with NBC & Disney for planning and measurement in the Omni clean rooms.With one of the largest grocery catalogs in the world, Instacart has insight into the complete customer journey – from search through checkout – across different touchpoints. Instacart provides CPG brands with aggregated, anonymized and retailer-agnostic data insights across the entire Instacart app that allows advertisers to better understand their customers’ online buying habits.The Instacart collaboration is the second in a series of commerce partnerships that Omnicom announced during the Cannes Lions Festival. 

  • Get A Lot More 

To help Americans lower their grocery bills, Save A Lot reveals the eight summer barbecue staples that can save shoppers up to 45 percent2 when they switch to store-owned brands. With 4th of July barbecues right around the corner, there’s no better time for shoppers to check out the savings on these must-have summer staples. To stand out from other grocers that have one or two private label brands on the shelf, Save A Lot has curated around 1,850 items across 55 individual brands that give shoppers a taste that matches the competition along with a unique brand experience. The discount grocer showcased these Save A Lot exclusive brands in a new ad spots, launched on June 26, 2022, that pit Save A Lot brands – such as J. Higg’s, Sunny’s and Grissom’s — against their well-known national counterparts to show just how “A Lot Alike” they are (and of course, how much people can save). “A Lot Alike” builds on Save A Lot’s 2021 brand refresh and uses the same bouncy music from the accompanying “Like, A Lot A Lot” campaign. Private label brands account for nearly 70 percent of Save A Lot’s total sales and are the key to how the hometown grocer keeps costs low as food and gas prices soar. Starting on June 22nd, savvy shoppers can enter to win Save A Lot’s “Spree For All,” a shopping spree that sends the winner home with everything they can fit in their cart in 5 minutes. Enter to win at https://savealot.com/sweepstakes/spree/ between June 22, 2022, and July 10, 2022.Founded in 1977, Save A Lot is one of the largest discount grocery store chains in the U.S., with more than 850 stores in 32 states.

  • HOKA®

HOKA®, a division of Deckers Brands, launches a new global brand platform, FLY HUMAN FLY. As the brand’s most extensive globally integrated marketing campaign to date, HOKA will extend an invitation to runners of all abilities to experience a place of joy, optimism, and limitless possibilities. FLY HUMAN FLY will act as a catalyst to encourage consumers to meet HOKA at the starting line and take flight to new heights – together. The campaign will be amplified globally across owned media, digital platforms, and out-of-home. The FLY HUMAN FLY campaign introduces – Pursuit – HOKA’s anthem film. The 60-second spot establishes HOKA’s belief in the transcendent power of movement, in this case, a run. Fueled by HOKA, Pursuit features heroes entering a magical world filled with joy, optimism, and superhuman possibility. With brand, product, and human stories, HOKA’s strategic approach and marketing investments will meet consumers at every step in their journey. The FLY HUMAN FLY campaign will introduce a strong visual language, utilizing the bold colors HOKA is known for in its product offerings and elevate the iconic HOKA bird logo – creating synergies across campaign elements and driving brand recognition. Big, bold ideas will come to life through distinct new creative, a HOKA website refresh, new product innovations, experiential events at HOKA retail stores, and ongoing integrated marketing stories. HOKA is promoting the ad campaign with an extensive global rollout plan, including out of home assets in key global cities, digital, and national video spots on connected TV platforms. The launch further solidifies the brand’s position as a pioneer in the performance category and will be complemented by an ancillary marketing campaign. Amplifying HOKA’s message of FLY HUMAN FLY, HOKA is partnering with Achilles International, a nonprofit which transforms the lives of people with disabilities through athletic programs and social connection.

Pernod Ricard USA, Cardenas Markets, Honda… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Pernod Ricard USA

 

Pernod Ricard USA announced it has selected four agencies to support its storytelling and marketing efforts, to better represent Black, Asian American Pacific Islander (AAPI), LGBTQ+ and Hispanic/Latino communities across the U.S. — Casanova//McCann, Che Creative, Titanium Worldwide LLC and PLAN C Agency. These partnerships are part of the company’s larger commitment to invest in more inclusive marketing strategies overall. Casanova//McCann is one of the leading Hispanic integrated communications agencies in the U.S. CHÉ Creative is a full-service, culturally-led advertising and marketing agency based in Brooklyn. Titanium Worldwide LLC, a New York-based creative agency, that draws strength and combines the best specialized independent agencies with executive level attention and seamless knowledge-sharing. PLAN C Agency (PCA), a full service Asian American marketing and communications agency. 

  • Cardenas Markets

Apollo announced that funds managed by its affiliates (the “Apollo Funds”) have agreed to acquire Cardenas Markets (“Cardenas”), a leading grocery retailer focused on serving the Hispanic community, from investment funds affiliated with KKR, a leading global investment firm. Upon completion of the transaction, Apollo Funds will combine Tony’s Fresh Market, a Chicago-based portfolio company, with Cardenas Markets, which operates across California, Nevada and Arizona, to create a leading Hispanic- and ethnic-focused grocer. Both companies will continue to operate under their respective brands and local leadership, while benefitting from greater scale, complementary capabilities and an expanded operating footprint.Founded in 1981, Cardenas is one of the largest Hispanic grocery chains in the country. The Company operates 59 stores and sources products from over 500 vendors. The combined Cardenas-Tony’s footprint will span nearly 80 stores across the western and Midwest United States, with approximately US$1.8 billion in combined revenues. Sanders will serve as CEO of the combined company and Cardenas chain, while Frank Ingraffia will continue to serve as the CEO of the Tony’s chain. In 2016, KKR acquired Cardenas Markets from the Cardenas family with the thesis of transforming the business into a growth platform. Under KKR’s ownership, Cardenas doubled in size through a combination of organic growth and strategic acquisitions.   The transaction is subject to customary closing conditions and is expected to be completed by Q3 2022. Financial terms of the transaction were not disclosed.

  • Honda

Honda announced the expansion of its role as the official automaker of Team Liquid by securing their League of Legends and Academy team’s naming sponsorship rights, a first for an automaker in the League of Legends Championship Series (LCS) in North America. The naming rights deal – as Team Liquid Honda – also heralds the evolution of Honda’s esports and gaming journey as the brand reaches out to gamers at all levels to deepen its relationship with young, first-time and multicultural buyers. Team Liquid Honda will debut the team’s new name and its all-new jerseys at the 2022 LCS Summer Split, which begins June 17. Fans can explore and try on the new Team Liquid Honda jersey in augmented reality (AR) on Snapchat, available for pre-order now, at https://tl.gg/Honda. Honda became the official automotive partner and official vehicle of Team Liquid in 2019, and this new multi-year contract extension adds the League of Legends team’s naming rights to the sponsorship deal among other key elements:

  • All-new Team Liquid Honda jerseys feature the Honda logo prominently featured across the chest
  • Team Liquid Honda-branded vehicles for players and coaches will include the all-new Honda HR-V compact SUV and Civic Hatchback throughout the 2022-23 tournament season
  • All-new ‘Honda Lounge’ within the Team Liquid North America HQ, where Team Liquid Honda athletes can recharge and prep for tournaments and appearances
  • The social media accounts for Team Liquid’s League of Legends players will also reflect the new Team Liquid Honda branding with new banners and inclusion of player display names on Twitter, Instagram and YouTube
  • T-Mobile

T-Mobile marketing is kicking into high gear. Right as travel is on the rebound and inflation is on the rise, the Un-carrier (T-Mobile) is taking action to help people get back out there and save money. T-Mobile is kicking off its Coverage Beyond initiative and campaign on Tuesday, June 21. “All major media will be supported to promote the Coverage Beyond campaign including  TV, Out of Home and Digital,”  Jorge Martel, Vice President of T-Mobile’s Puerto Rico region tells Portada.

 

 

  • Nationwide Insurance

GroupM’s Essence has won the Nationwide Insurance media business as part of a new integrated agency team structure across the WPP network that brings creative, media and advanced data and analytics together to drive unique marketing results for the Fortune 100 company. “Nationwide is on your side” is at the heart of one of the most famous and trusted brands in the country, dealing in both insurance and financial services and featuring a mix of audiences and channels that offers interesting and educational exposure on one account. Essence will help build a new team with talent from across Ogilvy, Essence and the WPP network that is equally invested in both content and media to help push thinking forward. Combining the media, tech and analytical capabilities of Essence with the creative brilliance of Ogilvy will help to set a new standard for integrated marketing excellence to propel Nationwide’s business to new heights.

  • Upwork 

Upwork, a company that connects businesses with independent professionals and agencies around the globe, has appointed IPG Mediabrands‘ agency UM its media agency of record following a review, Adweek reported. UM will take on brand media strategy, planning, buying and data and analytics duties for Upwork. Last year, the brand spent US$20 million on media—US$12 million of which was in digital, according to COMvergence’s estimates.Portella led the Upwork pitch, which included two pitch meetings in which UM displayed a plan to Upwork that detailed how it could both raise awareness for the relatively young brand and also drive specific actions. Upwork was founded in 2015.

  • Father of the Bride/ Warner Bros

Gloria Estefan and Andy Garcia star as a married couple whose daughter surprises them with plans to marry her fiancé in Father of the Bride. The remake arrived on HBO Max last Thursday, June 16. This all-new “Father of the Bride” features a predominantly Latino cast.  The film was produced by Paul Perez, written by Matt Lopez and directed by Mexican Gaz Alazraki, all Latinos. Father of the Bride centers on a Cuban-American family’s unbreakable bond and “illustrates the surprising and funny ways the heart can adapt in the name of love,” per Warner Media. The latest edition of Father of the Bride is the third remake, behind the 1991 film starring Steve Martin and Dianne Keaton and the original 1951 film starring Spencer Tracy and Elizabeth Taylor. Father of the Bride is adapted from a 1949 novel of the same name. This film leans into the specificities of two different Latino cultures—Cubans and Mexicans—and shows the union of two beautiful, high-achieving Latino families.Father of the Bride is streaming exclusively on HBO Max. Those who already have HBO through cable can receive free access to HBO Maxand those who don’t, there are at least a couple of ways to land a free trial and stream Father of the Bride at no charge.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Bimbo Bakeries USA

Bimbo Bakeries USA (BBU) published its 2021 Diversity, Equity & Belonging report, Our Foundation of Belonging. It highlights BBU’s 2021 accomplishments in its strategic framework of Workforce, Workplace and Marketplace and introduces three-year goals and commitments. Bimbo Bakeries USA is a proud part of Grupo Bimbo, the world’s largest baking company, who is committed to advancing Diversity, Equity and Belonging in all 33 countries where it operates.BBU’s 2021 Diversity, Equity & Belonging Report acknowledges the work accomplished since establishing a Diversity, Equity & Belonging function in early 2021. Highlights from the report include

  • Racial Equity Action Council (REAC): In 2021, BBU’s REAC influenced the company’s efforts to renew people practices, create a culture of Belonging, and promote racial equity in our communities.
  • Recruiting Enhancements: BBU expanded its diverse slate requirements to include diversity in both gender and race, as well as added its head of Diversity, Equity & Belonging in recruitment strategy and candidate debrief meetings.
  • Associate Development: All salaried associates are now required to take at least 1.5 hours of Racial Equity Strategy Training (REST) annually to continue BBU’s commitment to educate its associates on topics related to its Diversity, Equity & Belonging strategy.
  • Marketing: To reflect the marketplace it serves, BBU pledged to ensure diversity and equity across its marketing, inviting BBU’s Racial Equity Action Council into the company’s marketing assets review process.
  • Community Partnerships: In 2021, the company invested $1 million to national and local organizations dedicated to furthering the education, financial well-being and health of Black and minority Americans.
  • Supplier Diversity: BBU introduced a Supplier Diversity Program to partner with vendors with diverse experience, viewpoints and backgrounds.

Among Bimbo Bakeries USA’s three-year goals are increasing representation in all levels of its workforce, providing Diversity, Equity & Belonging educational programming and trainings for all associates, and expanding supplier diversity.

  • PepsiCo

PepsiCo, the National Hockey League (NHL) and its players’ association (NHLPA) have announced a multi-year extension of their North American partnership. The previous contract, which expires at the end of the 2022/23 season, was worth between US$10 million and US$15 million per year, according to SportBusiness. Financial terms of the renewal were not disclosed, and it should be noted that the sports drink brand category previously filled by Gatorade is not part of the extended partnership. PepsiCo will, however, maintain exclusive North American rights in the carbonated soft drinks, water, energy drinks and savory snack categories. The NHL said its long-running partner will continue to offer ‘innovative’ activations, as well as securing increased exclusivity around promotional opportunities. Strategic customer marketing and partnerships are also part of the agreement.NHL tent pole events, including All-Star weekend, the Winter Classic, Stadium Series, Heritage Classic and the Global Series, are also included, with each marquee element including a unique activation asset. PepsiCo will also retain digital platform inventory on league-operated media channels, with the NHLPA element of the deal allowing the company’s brands to continue using players in activations and marketing efforts.

 

 

Pepsi, California Strawberries, Albertsons Companies… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Pepsi 

Pepsi Stronger Together and Grammy-nominated recording artist, entrepreneur and philanthropist Fat Joe are teaming up, in partnership with Gamesa Cookies, one of Mexico’s most beloved consumer food brands and largest manufacturer of cookies, to create a bigger stage for aspiring musicians and artists – by launching their first national scholarship search. The program, part of PepsiCo’s series of grassroots initiatives tailored to local communities, aims to support underserved youth nationwide by inviting students to apply to receive one of four US$25,000 scholarships towards an education in music and arts. The program kicked off in New York City on June 12 where Fat Joe will serve as Padrino (Godfather) of the Puerto Rican Day Parade on the Pepsi Stronger Together and Gamesa float. He will be joined by NYC radio personality Angie Martinez, former Bronx borough president Ruben Diaz Jr., and singer Tony Sunshine. Following the NYC kick-off, Pepsi Stronger Together and Gamesa will take the tour national with stops in Los Angeles, supported by internationally celebrated photographer and filmmaker Estevan Oriol, and Houston, with help from Texas rapper and scene icon Bun B, before culminating in Miami. The four scholarship winners will be announced in October at iHeartRadio’s Fiesta Latina concert in celebration of Hispanic Heritage Month. High school seniors nationwide can apply online at PepsiStrongerTogether.com until September 20, 2022. Each of the four cities will also feature a designated site where students can apply in person with the help of on-site staff, starting with Fat Joe’s UP NYC store in the Bronx. As an extension of PepsiCo’s Racial Equality Journey efforts, this national scholarship program focused on music and arts adds to PepsiCo’s community investment, which together with the PepsiCo Foundation, includes a commitment to provide more than 4,000 community college scholarships to support Black and Hispanic students pursuing 2-year and 4-year degrees.  

  • California Strawberries

 

The California Strawberry Commission hosted an exclusive “Million Ways to Love Strawberries” event at the Santa Monica Proper Hotel to celebrate peak strawberry season, the unique versatility and love consumers have for the vibrant, healthy berry, and the extraordinary people who grow them. California strawberry farmers Neil Nagata and Mayra Paniagua represented the hundreds of strawberry farmers who grow nearly 90 percent of the nation’s strawberries on less than 1 percent of the Golden State’s farmland. Many are second-and third-generation farmers with a long history of demonstrating love and care for the land and the people who grow and harvest the fruit, and for the communities where they live.  Without farmers and farmworkers, it would be impossible to get strawberries to grocery stores across the world. Celebrity actress, singer, entrepreneur and mom of three, Christina Milian was there to celebrate all things strawberries and share a special strawberry version of her beignets from Beignet Box. Other notable food and nutrition influencers were there to serve guests their fabulous strawberry creations, including:Arnold Myint, Matthew Biancaniello,Dani Flowers, Cecilia Cid, Mascha Davis, Donna Colucci and Aspacia Kusulas.

  • Albertsons Companies

Pacvue, a marketplace advertising platform, announced that it has partnered with Albertsons Media Collective, the retail media arm of Albertsons Companies, to expand access to on-site advertising. Consumer Packaged Goods (CPG) advertisers and their agencies can now leverage Pacvue to create, execute and manage sponsored product advertising campaigns on Albertsons Cos. Retail Media Network, powered by the CitrusAd open API, which connects Pacvue to the Albertsons Cos. eCommerce sites.Pacvue clients can now expand their advertising to this new retail media network while continuing to rely on Pacvue to holistically manage their campaigns across all retail media networks with consistent performance data, flexible reporting, and smart optimizations.With over 100 million shoppers across the country, including more than 2,200 store locations and approximately 30 million members of Albertsons for U™ loyalty program, media placements on Albertsons Cos. owned properties allow advertisers to reach more consumers through omnichannel retail. Now, advertisers can access the same inventory with the software provider of their choice.Built by eCommerce veterans and supported by an expert team of practitioners dedicated to guiding eCommerce advertisers through new ad strategies, Pacvue is uniquely positioned to help brands leverage the opportunities of Albertsons Cos. online media. The Pacvue Advertising platform includes AI-powered automation tools, fully customized reporting, and competitive intelligence to help brands compete and win.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Cardenas Markets

Ontario, Calif.- based Cardenas Markets is expanding its Southern California footprint through the acquisition of six Rio Ranch Market store locations. Cardenas operates in California, Nevada and Arizona, with 51 stores under the Cardenas Markets banner, seven stores under the Los Altos Ranch Markets banner and one store under the Cardenas Ranch Markets banner. Rio Ranch Markets, founded in 1983, has only the six stores in Chino, Banning, Fontana, Perris, Riverside and San Bernardino, according to the release. During the transition period, no immediate changes are expected to the operations of Rio Ranch Market stores, Cardenas’ news release said. Rather, the group of stores will be gradually integrated. The transaction is expected to close by mid-July.

  • Volvo Trucks

Volvo Trucks North America has awarded Raleigh, NC-based  Baldwin& agency duties following a competitive pitch, Mediapost reported. Previously, Volvo worked with several agencies and there was no lead agency incumbent. The agency has been working with Volvo since 2021, serving as social media AOR. So the win represents an expansion of its remit. Baldwin& will handle all strategic advertising and marketing initiatives for the company. Media is not part of the remit.

  • McDonald’s

In McDonald’s latest OOH advertising campaign in the United Kingdom, a singular location pin is integrated into iconic McDonald’s products including a Big Mac, gherkin, strawberry milkshake and fries in the minimalist, graphic posters. The use of bold iconography, familiar colour palette and the use of ‘we deliver’ ensure the OOH creative is distinctly recognisable as from McDonald’s. The campaign is the latest in a series of minimalist OOH work from McDonald’s leaning on the power of the brand’s distinct visual assets, specifically the famous Golden Arches. The work follows McDonald’s latest campaign, one’s lovin’ it, which went live in May to celebrate Her Majesty The Queen’s Platinum Jubilee Pageant.Steve Howells, Director of Marketing & Media, McDonald’s, said: “McDelivery is a key pillar of our business. With this Pins campaign, we are reminding our customers that they can enjoy their favourite McDonald’s products, wherever they are, thanks to McDelivery.” OMD is handling OOH media planning and buying. 

 

 

 

 

Tecate ALTA, Toyota, Heineken… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Tecate ALTA

As part of a long-term partnership, Pearlfisher  has shared its latest work for Tecate Alta. The agency created the brand strategy and positioning, campaign idea, TVC and ad campaign; inviting drinkers to ‘Bring Your All’. The new spot, which aired last week, and was directed by rising star, Roger Guàrdia from Park Pictures, poignantly connects to a wider multicultural audience. The ‘Bring Your All’ campaign proudly promotes abundance, complexity and fluidity to reach those seeking to connect over a unique, seasonable and flavor-forward, Mexican American ultra-light beer. Working in partnership with Willie Miesmer, Mauro Borges and production partners, Baby Lion Media, the new ad campaign takes a fresh and unconventional approach to the ultra-light category and gives Tecate Alta its own identity: dispelling American stereotypes about the Spanish-speaking world and championing the idea that this group is not stuck between cultures, but has so much more they can freely move in between. To authentically connect the brand to its roots, and the sensibility behind the ad, the ad was shot on location in Mexico City and Durango. The powerfully lyrical story follows the same actors through a kaleidoscope of different and beautifully shot scenarios to celebrate all that they are as they move freely between different facets of their personalities and lifestyles. The product is hero-ed and elevated throughout, highlighting the idea that with the right, crisp beer you can keep things flowing no matter where you go. Bring your all, bring your Alta.  Tecate ALTA’s tone of voice and visual expression culminate in a series of brand activations including TV commercials, radio, social media templates and internal communications. Using CGI and slow-moving imagery, these motion designs feature the sensorial qualities – from the metallic finish catching the sunlight and condensation collecting on the can. (Check our interview with Belen Pamukoff, Brand Director, Tecate where she explains the rationale of Tecate Alta’s launch last year).

 

  • Toyota

With the newest models of the Toyota Tundra and Toyota Corolla ready to hit the market, Toyota has continued its 13-year collaboration with Latin digital media company Remezcla to drive awareness and interest among US Hispanic consumers and enhance multicultural marketing efforts within the Latinx community. Developed in collaboration with Conill, the brand’s Hispanic marketing agency partner, the campaign launched two new short films: “Taste Takers” and “In Tune With Nature.” Through these spots Toyota, with significant help from Remezcla’s storytelling and expertise in Latinx culture, hopes to connect with the community in a meaningful way through fashion, nature and togetherness.“In Tune With Nature” was inspired by the underrepresentation of minority groups visiting national parks. The spot brings together Latine outdoor enthusiast Zavier Borja and luthiers Tomás Delgado Sr. & Jr. on a journey through nature with the brand’s Tundra Hybrid. The video showcases Delgado’s workshop and how nature inspires the father-son team when crafting their guitars.“Taste Takers” showcases the new Toyota Corolla Cross through the fashion lens of stylist Keyla Merquez as she meets Mexican heritage singer Marinero, to go thrift shopping in LA while discussing music, style and Latinx identity. This episode seeks to illustrate how we express our individuality and identity and communicate to the word through the way we dress.

  • Heineken  

Heineken USA, marketer of Heineken, Dos Equis and Tecate, has consolidated its media account with Dentsu. Canvas Worldwide has handled media for the beer marketer since 2018.

 

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Vallarta Supermarkets 

 

Vallarta Supermarkets, one of the largest Latino-owned supermarket chains in California, has announced a partnership with Flashfood, a digital marketplace that provides customers access to heavily discounted food nearing its best-by date. The five-store pilot will bring the app to Los Angeles County shoppers in Palmdale and Lancaster for the first time, expanding Flashfood’s presence across the U.S. from coast-to-coast. Flashfood aims to eliminate food waste at the retail level by connecting shoppers with savings up to 50% on food nearing its best by date that would otherwise be thrown away. The partnership will enable consumers to save big on everyday grocery items like meat, produce boxes, dairy and bakery items, as well as center-store foods and snacks at five Vallarta stores.The Flashfood app allows shoppers to conveniently browse and buy their groceries. Purchases are made directly through the app and customers can simply pick their order up from the Flashfood zone located inside their participating Vallarta store. The pilot partnership will not only save shoppers money but will drive further impact for the planet by reducing the amount of perfectly good food reaching landfills. To-date, the Flashfood app has diverted 40 million pounds of food from reaching the landfill and has saved shoppers more than US$100 million on their groceries. Flashfood can be found in more than 1,210 participating grocery locations in the U.S. and Canada including GIANT, SpartanNash, SN Martin’s, Loblaws, Tops Friendly Markets, Meijer, Giant Eagle, Stop & Shop, and more. All participating Flashfood store locations can be found via the store locator.

 

Caterpillar Inc., JCPenney, Shell-Pennzoil… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Caterpillar Inc.

Caterpillar Inc. announced a multi-year sponsorship with Major League Soccer (MLS), the fastest growing sports League in North America. With the highest percentage of millennial and multicultural fans of any U.S. sport, the sponsorship is designed to amplify the Caterpillar brand to a broader, more diverse audience in the United States and Canada and to engage with the League’s passionate fans more deeply.The sponsorship of MLS supports Caterpillar’s efforts to evolve the brand, and ensure the company is representative of the many employees and customers it serves.As a part of the sponsorship, MLS will collaborate with Caterpillar to integrate Cat® products into the soccer ecosystem. Cat dealers will also have access to exclusive soccer experiences for their operators and customers as well as their families.Caterpillar recently collaborated with MLS in development of Cat Trials 12: No Hands, which features U.S. and International Federation of Association Football (FIFA) World Cup soccer legend, DaMarcus Beasley, teaming up with autonomous Cat equipment to make a trick.

  • JCPenney 

Dentsu X has been named media agency of record for Retail giant JCPenney, following a review. Dentsu x will oversee the US retailer’s full media spend and expand upon a successful 17-year relationship. Since 2005 dentsu has been a trusted and agile media agency partner for JCPenney, largely in the search and performance media space. Now, under this expanded relationship, denstu X will handle all media buying and planning across platforms, helping JCPenney to engage throughout the entire customer journey while driving greater value and results at the intersection of brand, customer and demand. Dentsu X has already begun onboarding the full media business. 

  • Shell-Pennzoil

Roger Penske signed a five-year contract extension with Shell-Pennzoil that covers Team Penske, IndyCar, Indianapolis Motor Speedway and most of Penske’s portfolio.Team Penske and Shell-Pennzoil have won 96 races together, including Joey Logano’s recent NASCAR victory at Darlington Raceway.The new deal has multiple layers and covers sponsorship of 30 races for Logano in NASCAR, as well as sponsorship of the Indianapolis 500 entries for Josef Newgarden (Shell V-Power) and Scott McLaughlin (Pennzoil).Shell-Pennzoil and Team Penske in 2011 restarted a relationship that began in 1983 when Pennzoil was sponsor of Rick Mears and won the 1984 and 1988 Indianapolis 500s in the car dubbed “The Yellow Submarine.”Other highlights of the deal include Shell becoming the official fuel supplier for the IndyCar Series; Pennzoil becoming the official lubricants supplier for Team Penske; and Pennzoil extending its sponsorship as the official oil and lubricant supplier for Indianapolis Motor Speedway and IndyCar.

  • Blue Diamond Growers

Blue Diamond Growers, one of the leading producers and marketer of almonds in the world,  has selected McKinney as their Agency-of-Record (AOR) for all the creative work across Blue-Diamond’s consumer-facing branded business, including Blue Diamond® Almond Breeze® and Blue Diamond® Snack Almonds. This new partnership will focus on expanding the brand’s reach into more US households by showcasing the healthy, flavorful and satisfying product choices within the Blue Diamond portfolio. Aside from being a well-known and loved CPG food brand, Blue Diamond is also an agricultural cooperative owned by thousands of family farms, which makes the successful marketing of its products even more important. Throughout the pitch process, McKinney demonstrated a great understanding of the industry and how purchase decisions are made, ultimately turning simple human insights into attention-grabbing creative work. McKinney participated in a highly competitive, several months-long pitch process alongside some of the top creative agencies in the country, and ultimately won after being one of the four finalists. The account will be led out of McKinney’s LA office, with support from team members in both its Durham and NYC locations. The first campaign from McKinney and Blue Diamond is set to break in January of 2023.

  • Sesame Workshop

Strategic marketing innovator Known has been named Media AOR for Sesame Workshop, deepening the relationship with the nonprofit educational organization behind Sesame Street. Working closely with Sesame Workshop’s audience development team, Known will handle all account management and execution for domestic paid media campaigns.Known will continue and further its work with the Sesame Workshop team to establish benchmarks for a range of upcoming campaign goals and will help optimize SEM and SEO strategy across the organization’s web properties.Known began working with Sesame Workshop in 2020 on a variety of strategic marketing initiatives, including audience research and data strategy, the development of data infrastructure across dozens of global sources, and an intelligence platform that aggregates 10 billion rows of such data into insights dashboards now used by the entire organization.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Subway 

Subway has appointed Omnicom´s FleishmanHillard as its U.S. PR AOR for brand and corporate communications, PR Week has reported. The appointment follows a three-round, invitation-only RFP process that began in December 2021 and ended in March this year, when FleishmanHillard also officially started working with the brand.  FleishmanHillard will be in charge of assisting the brand in its communications  and corporate perspective, including corporate narrative and storytelling, crisis and issues management and sustainability efforts. According to PR Week, Partner and SVP of brand marketing at FleishmanHillard Josh Holland will lead a team of eight core staffers on the account. The team reports to Christou and works closely with Brad Simon, senior director of brand comms at Subway, and Alyssa Goldfarb, senior director of corporate comms at the company.Current Global was the incumbent on the account.

  • Progressive Insurance® 

Progressive Insurance, one of the leading commercial auto insurers in the United States, recently launched the Driving Small Business Forward grant program in support of Hispanic entrepreneurs. Applications are now open for small business owners to receive one of 10 US$25,000 grants for use toward the purchase of a commercial vehicle for their business.According to McKinsey & Company, Hispanic entrepreneurs start more businesses per capita than any other racial or ethnic group in the United States, yet they face more challenges getting loans or capital from the investment community. With the Driving Small Business Forward grant program, Progressive hopes to support these owners with funds to take their business to the next level.In order to be considered, eligible small businesses must: Be majority (51%+) owned and operated by Hispanic-identifying entrepreneur(s), Have 10 or less employees, Have less than US$5M in annual gross revenue and have a demonstrated need for a commercial vehicle.Progressive is partnering with business accelerator Hello Alice to administrate the grant program. Applicants for the Driving Small Business Forward grant program have until June 17, 2022 at 6 p.m. ET to submit their application.

 

Carl Friedrik, Pepsi™, Lyft … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Carl Friedrik

Carl Friedrik, a luxury leather and travel goods company, has selected Issa PR, a luxury global strategy and public relations agency, as their US-based Agency of Record. The Scandinavian company is expanding its reach and launching in the United States this month. Centered on modernity and minimalism, Carl Friedrik offers a wide variety of stylish, durable and timeless goods – from refined leather accessories to hardwearing, elegant luggage pieces. Issa PR will handle all media relations and PR strategy in North America.Issa PR agency is co-headquartered in London and New York with team members across the US and Europe. 

  • Pepsi™

Last year, Pepsi introduced its #BetterwithPepsi campaign, promoting how America’s favorite foods (like burgers) indeed go better with a refreshing, crisp Pepsi cola.  Just in time for National Pizza Party Day on May 20, Pepsi reminded everyone that pizza is #BetterWithPepsi.In a recent study, 90%1 of people agreed that Pepsi is a perfect beverage complement to pizza, so it’s no surprise that 72%2 of national pizza locations currently serve Pepsi. To celebrate this truth, Pepsi took pizza enjoyment to the next level on National Pizza Party Day – last Friday, May 20. With help from the Culinary Institute of America (CIA) Consulting, a business unit of The Culinary Institute of America, Pepsi reimagined America’s favorite pizza topping, unveiling the world’s first Pepsi™-Roni Pizza.Since Pepsi is wildly known to also enhance the taste of pizza, the brand enlisted CIA chefs to reimagine and engineer a new type of pepperoni infused with the rich caramel notes and brown spices with the citrusy pop of Pepsi cola. The unique topping recipe designed by Pepsi and CIA Consulting includes a Pepsi® Zero Sugar reduction instead of the water typically used in pepperoni preparation and layers the sweet and citrus zests Pepsi is known for with the standard spice blends found in pepperoni. Last Friday, May 20  pizza fanatics located in New York City were able to try the first Pepsi™-Roni Pizza (for free!) in Lower Manhattan – the birthplace of pepperoni – only at Made in New York Pizza West Village (561 Hudson St, New York, NY 10014).The National Pizza Party Day promotion and limited-edition Pepsi™-Roni Pizza is the latest iteration of the brand’s Better With Pepsi creative campaign launched in 2021 which included 12 national commercials and proved the most popular cheeseburgers from the top three burger chains in the country went #BetterwithPepsi. As part of this #BetterwithPepsi program, Pepsi will debut another new suite of national television spots this summer. Better With Pepsi is more than a tagline for the brand, it’s an unapologetic reinforcement of how consumers enjoy Pepsi every day with their favorite foods.

  • Lyft 

Lyft has selected Mediahub to handle its U.S. media account, estimated to be worth around US$50 million annually, according to Campaign US.Mediahub won the account following a three-month competitive pitch review process run internally by Lyft.The new agency  will handle the transportation company’s U.S. media planning, buying, analytics and measurement duties. It will also work closely with IPG’s data arm Acxiom to identify consumer targets for Lyft.Lyft previously worked with VaynerMedia.The account will be led by Mediahub’s Los Angeles office, with support from across the U.S. network.

 

  • Audi

Audi of America has appointed Ogilvy as its creative agency of record, ending an eight-month review, Adage reported. Venables, Bell & Partners had held the account since 2007. The review began 10 months after Audi of America hired Tara Rush as its chief marketing officer.

 

 

 

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Target Corporation / Ulta Beauty 

Target Corporation and Ulta Beauty shared details about the highly anticipated Ulta Beauty at Target, slated to begin rolling out in more than 100 Target stores nationwide and online with more than 50 specially curated prestige brands this August. The differentiated retail concept pairs Ulta Beauty’s industry authority with Target’s beloved experience, bringing a one-of-a-kind beauty experience to millions of guests. The companies are planning for these experiential “shop-in-shops” to reach a total of 800 Target stores across the country in the coming years.he two trusted retailers partnered to create an industry-first shopping destination based on their expertise in beauty, curation and guest-centric experiences. The Ulta Beauty at Target assortment of prestige brands includes, but is not limited to, the following: Anastasia Beverly Hills, Ariana Grande, bareMinerals, Bumble and bumble, Clinique, Drybar, IT Cosmetics, Jack Black, Juvia’s Place, MAC Cosmetics, Madison Reed, Morphe, PATTERN, Philosophy, Smashbox, St. Tropez, Sunday Riley, Tarte, The Ordinary, Too Faced, TULA Skincare, Ulta Beauty Collection and Urban Decay, among others. The full list of brands, including some that are exclusive to Ulta Beauty, can be found on A Bullseye View.The Ulta Beauty at Target locations will be found in Target stores across the country, complementing Ulta Beauty’s existing store footprint and making prestige beauty more accessible than ever before. The list of more than 100 locations at launch can be found here Ulta.com/Target, with additional locations to follow in the coming years. Bringing the experience further to life, Ulta Beauty-trained team members will provide guests with industry-leading beauty expertise to guide product discovery and selection. Each “shop-in-shop” will be prominently placed near the existing Target beauty section and will feature specialized displays, discovery zones, as well as on-trend, seasonally relevant offerings.The immersive experience will also live on Target.com and in the Target app with an elevated look and feel. Guests who shop Ulta Beauty at Target will benefit from rewards from both Target Circle and Ultamate Rewards. Those shopping online will enjoy free shipping for qualifying orders and Target’s industry leading, same-day fulfillment services, Drive Up, Order Pickup and same-day delivery with Shipt at participating store locations.

  • Natura &Co 

The Natura &Co group, composed of the brands Natura, Avon, The Body Shop and Aesop, potentiated its digital strategy by developing a new e-commerce experience on the websites of the four brands. The initiative was supported by Compass UOL, a global digital transformation company. Now, consumers can browse lighter websites, with up to ten times faster loading, even when experiencing slower connections and from less powerful devices.The new website interface was designed to facilitate access for customers, consultants and representatives to the product catalog, and mix offers and content in a balanced way, delivering information and shopping recommendations in a more intuitive and fluid way.From now on, the four brands will be able to replicate features developed in Brazil to other countries. In addition to this, they can launch a new e-commerce site in less time.Using the AWS cloud and the Salesforce’s e-commerce engine, Compass UOL restructured the architecture and the front end that supports the e-commerce platforms of the four group brands in Latin America, creating a unique code based on React and SPA technologies. The release was based on concepts of clean code, modular architecture, and decoupled software, and using the Lean project management methodology to guarantee the agility of the execution.The new modular structure allows the inclusion of new features more quickly, which can be replicated to any country. The project was conceived in a mobile-first concept, prioritizing access via smartphones, matching Brazilian reality.The reformulation was one of the initiatives that contributed to increase the number of pages visited in 218% and reduce 40% in the rejection rate during navigation.The implementation is already completed for all Latin America.

 

 

 

Lexus, Realogy Holdings Corp., Miss Dior, Wells Fargo… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Lexus

LAFC introduced a new multi-year partnership with Lexus as the Club’s Official Luxury Vehicle partner and first-ever presenting partner of the Lexus Field Club.As part of the partnership, Lexus has acquired the exclusive naming rights of Banc of California Stadium’s all-inclusive premium seating area on the field level, now known as the Lexus Field Club. The club features new design elements inspired by the expert design of Lexus’ award-winning vehicles. Guests in the Lexus Field Club will once again enjoy up-close views of the teams and technical staff as they take the pitch before all home matches.Lexus will also have a presence at all LAFC matches at Banc of California Stadium, with additional fan engagement activations prior to select games at the LAFC Fan Fest located on Christmas Tree Lane on the north side of the stadium.

  • Wells Fargo

ImagenRebeca Vargas, tells Portada about several advertising and marketing initiatives at the financial institution which will be launched in the next few months. “For the Hispanic segment, we are launching next month four new debit card designs in partnership with the Mexican Soccer Federation and the Mexican National Soccer Team. We have an affinity card with the team and as part of the logo change we developed four new debit cards.” The new debit cards will be promoted through TV, radio and social media campaigns in the third quarter. Additionally, and at the end of the third quarter, Wells Fargo will be launching a sweepstakes campaign offering consumers the opportunity to fly to the Soccer World Cup in Qatar and watch the matches of both the Mexican and U.S. Teams. The sweepstakes initiatives, Vargas notes, will be supported mostly by Hispanic media properties.  For the African American market, Wells Fargo in April launched  the Wells Fargo HBCU Legends Collection, a new slate of 12 debit cards spotlighting the rich and vibrant legacy of historically Black colleges and universities, or HBCUs. More initiatives in partnership with HBCU are in store. Asked about the deprecation of third party cookies and the difficulties arising to some walled gardens (e.g. Facebook) in targeting consumer segments, Vargas notes that she is aware of these challenges, but that she believes that Facebook and other social media properties are still very important channels, particularly for Wells Fargo’s Mexican Soccer team sponsorship promotions as well as for the Soccer World Cup sweepstakes. (Read the entire interview with Rebeca Vargas,

  • Realogy Holdings Corp. 

Realogy Holdings Corp., a global leader in residential real estate services, announced the company will rebrand as Anywhere Real Estate Inc. (referred to as “Anywhere”). Home to renowned real estate brands, Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Corcoran®, ERA®, and Sotheby’s International Realty® as well as national title, settlement, and relocation companies and scaled mortgage origination and underwriting joint ventures, the company expects to implement the rebrand by end of second quarter 2022. Realogy also laid out the next phase of its strategy, which will leverage its advantaged market position and ability to invest to improve and simplify the home buying and selling experience for consumers who are demanding a more seamless, integrated transaction. A New Name, a New Day for Real Estate Taking inspiration from the company’s strategy, the Anywhere brand represents the desire to meet consumers anywhere on the transaction journey across the entirety of the market. The “re” at the end of the Anywhere name nods to the brand’s prominence within the Real Estate industry. The Anywhere mark is an eight-stroke asterisk, symbolic of depth, connectivity, and amplification, with the bottom vertical stroke falling away to lie horizontally as the foundation of a home. While the two lower strokes of the asterisk come together to form a pitched roof, the linear middle strokes form the horizon line and the upper three strokes form the arc of a sun rising above the home, conveying the potential that comes with a new day. As part of the rebrand, the company will also align to a new enterprise positioning to further move its culture and talent strategy into the future. The Anywhere naming and brand development was led by multidisciplinary San Francisco-based design studio, Hybrid Design. 

  • Miss Dior

This month, Parfums Christian Dior is unveiling its very first vintage fragrance: Miss Dior Rose Essence blooms. Miss Dior Rose Essence bottles the best kept secret of Grasse women – the legendary May Rose water – in a precious perfume for the first time ever.A s part of Dior’s responsible commitment, the incredibly fine bottle is made with 25% recycled glass and features the iconic houndstooth motif. The name “Miss Dior Rose Essence” is engraved in the glass. The bottle is then displayed in a 100% plant-based case stemming from bamboo and bagasse fibers.For all rose lovers out there, the Miss Dior Rose Essence Nouvelle Eau de Toilette will retail at SGD320 for 100 ml, and will be exclusively available at Dior Beauty boutiques at ION Orchard, Marina Bay Sands, Raffles City and JEM from 1 May 2022.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Kohl’s 

American department store retail chain Kohl’s has appointed Horizon Media to lead its traditional buying, following a five-month search for a new media agency. For the quarter that ended Jan. 22, Kohl’s reported a 6% rise in complete income to US$6.5 billion together with a revenue of US$299 million. Together with reinvigorating its loyalty program, Kohl’s just lately debuted its personal retail media community, which can generate another income stream. Kohl’s total gross advertising prices—primarily gross promoting prices—rebounded to US$948 million within the fiscal 12 months ended January 2022, up 15% from US$824 million within the earlier 12 months (when advert spending and gross sales have been held down by the pandemic lockdown). U.S. measured-media spending, together with conventional media and web show adverts, however excluding paid search, jumped 50% in 2021 to US$209 million from US$140 million, based on Kantar.

  • Rockstar

PepsiCo´s energy drink Rockstar unveiled its new ad campaign, “Poder Para Mi Gente (Power for My People),” a platform designed to empower a new generation of hustlers who work hard to give back to their local communities. This first-ever Hispanic equity campaign for the brand spotlights young Hispanics inspired by their heritage and embodies Rockstar Energy’s hustle mentality. Poder Para Mi Gente,” directed by Rocio Crudo, features Victor Fontanez, professionally known as Vic Blends, who rose to popularity by cutting hair in exchange for good conversation. A hustler himself, Vic Blends took his passion for cutting hair in his mother’s garage to become one of the industry’s most renowned barbers. Vic now uses his platform to give back to his community through his philanthropic efforts, including Vic Blends Academy, an online curriculum educating on barbering techniques and tips for succeeding in the industry. Alma, Rockstar Energy’s Hispanic creative agency, was inspired to take a documentary-style approach to the campaign.Alongside the new campaign, Rockstar Energy is launching the new Rockstar Punched Aguas Frescas, an energetic take on a mercado classic. 

 

 

 

Restaurants Brands International, DoorDash, DishLatino, Apartments.com… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Restaurants Brands International

Restaurant Brands InternationalRestaurant Brands International (RBI), announced that  PHD, within the Omnicom Media Group, will serve as its media agency of record for several of its portfolio brands (Burger King U.S., Popeyes U.S. & Canada and Tim Hortons U.S.). And, OKRP will serve as creative agency of record for Burger King U.S. Additionally, Popeyes will retain GUT as its creative agency of record.
PHD and OKRP will help in the next stage of growth to achieve world-class relevance with today’s guests and to serve as true extensions of the internal marketing teams.
The decision to engage PHD as a media partner across brands signals a change for RBI and its brands towards a portfolio view — a shift that optimizes media efficiency and effectiveness across RBI with consistent standards to leverage scale and maximize purchasing power. While each brand will maintain a unique vertical within the broader partnership, a portfolio relationship leverages the buying power of all brands. PHD brings a strong background of QSR experience, and they will be leveraged as a strategic business partner responsible for accelerating a data-driven, omni-channel planning approach for each brand. Check out our recent interview with  Jean Paul Ciaramella,  Media Lead, Popeyes NA, on how Popeyes tackles audience fragmentation and obtains 20% savings in media costs.

  • DoorDash 

DoorDashDoorDash debuted its first-ever Hispanic marketing campaign last Monday April 18 across national TV, digital, and social activations. The creative was inspired by the old superstition “Dicen que cuando se te cae algo es porque a alguien se le antojó” or in English, “They say that when your food falls, it’s because someone craved it.” “DoorDash’s mission is to empower local economies and the latest iteration of that mission is the Antojo campaign, which demonstrates our commitment to connecting with the Latino community and empowering the communities that we serve,” said Katie Daire, DoorDash’s Senior Director of Consumer Marketing. “We’re excited to unveil this campaign and think it will uniquely engage with the Latino community through highlighting the shared power of antojos in our everyday lives.”

  • DishLatino

Dish LatinoAlfredo Rodriguez, VP Latino Center of Excellence at the Dish Network tells Portada that going forward DishLatino will be using tentpole events such as the upcoming 2022 Soccer World Cup to promote its brand. In addition, Dish supplied the first results of if its recent “Latinos como tú”Latino Like You” campaign. The  campaign starred actor Eugenio Derbez and beloved icon El Chavo del Ocho, According to Dish Latino, the campaign so far received over 19.8 million views on social media. The editorial coverage in national broadcast provided US $1.5 million in earned media value. Additionally, the Latinocomotu.com site saw an increase of 4,700% of overnight traffic to the site as well as a 432% increase in unique site visits versus monthly average. Finally, according to advertising research firm Ameritest, the DishLatino ad was the highest rated over the period since the ad was launched: Compared to Ameritest Hispanic norms, “El Chavo” reaches the 95% percentile of all ads tested on attention and on its overall APS score. Read our feature on Inside Dish’s Latino Center of Excellence: Why It is Different.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Apartments.com

Apartments.com released the first in a series of new TV spots as part the company’s 2022 marketing campaign. The new campaign – developed in partnership with Rubin Postaer and Associates– gets to the heart of what matters most to renters, as many prepare to make their first move in the wake of the COVID-19 pandemic. In an effort to ensure the creative resonates with renters and their shifting behaviors, Apartments.com surveyed over 25,000 prospective renters to better understand how the pandemic has impacted renter behaviors and influenced their priorities. “The past two years have changed how many people work, live, socialize, and even parent,” said Patrick Dodson, Vice President of Marketing, Apartments.com. “With our 2022 marketing campaign, we’ve evolved our brand to reflect the changing behavior of renters across the country.” Over the coming weeks, Apartments.com’s new campaign – which includes TV spots and digital and social videos – will become increasingly omnipresent nationally. Given the rising popularity of streaming services, the brand will amplify its advertising presence among top platforms, such as HBOMax, Paramount+, Hulu, Peacock, YouTube, iHeart Radio, Spotify, Pandora, and many others. With the new campaign, Apartments.com seeks to connect with renters like never before through custom content and unique creative developed specifically for renters’ favorite social and digital video platforms, including TikTok, Instagram, Snapchat, YouTube, and Facebook. The brand will also launch several new social series developed in partnership with top-tier influencers across all renting categories, including DIY projects, pet life, apartment tours, apartment living tips and tricks, and more.

  • UMass Boston

The University of Massachusetts Boston launched a new brand and marketing platform aimed at telling its story and updating the university’s visual identity to reflect its unique and increasingly important place in the Commonwealth as a source of academic and research excellence, upward mobility, and social enlightenment and leadership. UMass Boston’s enhanced visual identity will include a new brand mark that highlights the university’s connection to Boston and its mission and service as a beacon in urban higher education. The new visual identity will be highlighted in multiple marketing platforms, including billboards, broadcast, social and print media.

 

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