Sales Leads: Crown Imports, Jarritos, Toyota

  • Crown Imports

Jim Sabia, Chief Marketing Officer for Crown Imports, which markets brands including Corona, Modelo Especial and Victoria, gave insights into his company 2012 marketing plans in an interview with Convenience Store News.  "We introduced Victoria to more markets in 2011 and brought in Corona Familiar. It is now in 11 states, but we plan to roll it out to all 50 states in 2012," he said, adding that Corona Familiar is the No. 1 SKU in Mexico. The convenience store channel will play a key role in that growth. "Convenience stores are very important to us because they are frequented by the beer-drinking consumer," Sabia said. Although only in 11 states, Corona Familiar is already performing well in the channel. Forty-eight percent of total case sales were in c-stores, he added.  Earlier this year, Crown Imports kicked off a multimedia advertising campaign for Modelo Especial entitled "Descubre lo Especial" (Discover What's Special") that consisted of two 30-second television ads, four 60-second radio ads, out-of-home executions and digital efforts. The campaign hit key markets such as Chicago, Dallas, Los Angeles and New York, and appeared on popular channels such as ESPN Deportes, Fox Deportes, Univision, Telefutura and Telemundo.

  • Jarritos-Novamex

Jarritos–a Mexican soft drink company–has unveiled a new advertising campaign directed at the trend-setting, 18-24 year old non-Hispanic males residing in Los Angeles. The campaign consists of several strategies, including a new web-page and three murals painted by Austin-based street artist, Federico Archuleta, promoting–amongst other things–the product as a granulated sugar-based alternative to mass-market soft drinks using high-fructose corn syrup, PSFK reports. Jarritos’s new Web site features 10 playful videos aimed at young men. One shows a Jarritos taste test with a boomerang-carrying Australian aborigine. In another, a young female artist summons an eagle to pry the cap off her Jarritos bottle. Jarritos also is advertising on Federated Media’s network of independent Web sites; and Revision 3, a special-interest Internet video network. David Flynn, Marketing Director at Novamex and a recent speaker at Portada’s Emerging Hispanic Markets Forum, said that “Three years ago, we decided to broaden our reach. We saw opportunities elsewhere. We had pretty good awareness in non-Hispanic Los Angeles, the market is very integrated. It only makes sense that we talk to a wider audience particularly in a market like Los Angeles, where people know the brand. Novamex is also handing out samples of the soda in select neighborhoods in the Los Angeles area. The samples are transported by large tricycles driven by luchadores, or masked wrestlers, and a food truck. Painted with a Jarritos bottle and flames, the truck also carries a wooden sign with a wrestler’s mask design that has a functioning bottle-opener in the wrestler’s mouth.

  • El Jimador – “your rules, your shot” contests

el Jimador announced the launch of its soccer-themed consumer contest, which will award 10 winners an opportunity to attend the MLS Cup in Los Angeles on Nov. 20, 2011, along with a guest.

  • L’Oreal – Vme

Vme has relaunched Pase VIP, with a new name – Pase VIP de L’Oreal.

  • Toyota

Toyota is undertaking a new major marketing initiative after its recall last year.  It just announced the official launch of its marketing campaign for the all-new 2012 Camry: "It's Ready. Are You?" The campaign demonstrates how the seventh-generation model addresses changes in consumers' vehicle needs. More information on the Toyota campaign here.


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