Sales leads: Tecate, Pure Brands, JC Penney – Conill, Heineken, FTD, Brass Craft

  • Tecate

Tecate announced the launch of a national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football, regardless of their language of choice. The brand will place bilingual thematic POS materials with the slogan “For those who Celebrate like Champions” and cross-merchandise promotions at on- and off-premise locations across the country through February 2012. According to a study by ESPN Deportes (2009), 51 percent of bilingual Latinos and 69 percent of English-dominant Hispanics consider themselves NFL fans. As such, all of the promotional materials designed for this campaign, which reflect Tecate’s celebratory tone, are available for the first time in English and Spanish, giving retailers the opportunity to select those more relevant to their customers.” Tecate’s new campaign also marks a departure from the brewer’s strategy of exclusively targeting Spanish-dominant Hispanics of mostly Mexican origin. (See our interview with Tecate’s Carlos Boughton).

  • JC Penney- Conill

After a lot of speculation. JC Penney announced that it is keeping its U.S. Hispanic agency Conill even as the retailer ends its five-year relationship with Saatchi&Saatchi, Adage reports. A JC Penney spokeswoman confirmed that Conill will continue to be one of the company's agency partners, in charge of handling its Hispanic business. Conill is also JC Penney’s Hispanic media buying agency. However, JC Penney’s new general market creative agency Peterson Milla Hooks is also doing Hispanic work according to calls by Portada reporters to the Minneapolis, MN, based agency.  JC Penney is the 24th-largest advertiser in Hispanic media, according to the annual ranking in Ad Age's Hispanic Fact Pack. In 2010, the company's spending increased by 9% to $45.9 million, up from $42.1 million the previous year.

  • Pure Brands – Sheets Energy

PureBrands has launched a national advertising campaign for its Sheets energy strips brand in an effort to reach Hispanic consumers.Partnering with recording artist Pitbull, the new Sheets campaign will include broadcast, radio and movie theater commercials that exclusively will be in Spanish. Pitbull and his team are an integral part of the brand's entire Hispanic marketing efforts, creating innovative advertising, marketing and promotional initiatives to reach Latino consumers worldwide, PureBrands said."We are thrilled to team up with Pitbull and launch this new national campaign which will help us target the Latino community with a direct message developed exclusively for them," PureBrands CEO Warren Struhl said. "We could not think of a better person to take the lead on this campaign than Sheets founding partner Pitbull who has very strong ties to the Latin community around the world."

  • Heineken – UEFA

Heineken, the world’s leading premium beer brand and the UEFA Champions League (UCL), the world’s most prestigious soccer club competition, are once again joining forces to bring the spectacular artistry and competition of Champions League soccer to fans throughout the U.S.

  • FTD

FTD, an online flower retailer, has launched a Spanish language version of the FTD.COM website making it easy for Spanish speakers to find the gift for everyone on their gift lists. The website is now live at . "We have long recognized the importance of the Hispanic market to the flower and gift business. FTD wants to ensure that Spanish-speaking customers have the opportunity to send beautiful flowers and gifts to friends and family around the world," said Rob Apatoff, President of FTD.

  • BrassCraft Manufacturing

BrassCraft Manufacturing announced the launch of its new Spanish-language website, appealing to the growing number of Hispanic plumbing professionals among the company's customer base across the country. The site may be viewed at by clicking the espanol link at the top of the page. The new site features the same rich content and functionality as the English-language web site, including detailed product information, document and video libraries, sales and technical support, and the company's nationwide Dealer Locator utility. "Our customer base continues to grow steadily across the U.S.," says Jeff Jollay, Vice President, Marketing and Product Development. "As this expansion continues, we are attracting an increasing number of Hispanic contractors and plumbing professionals. Our new Spanish-language site is a natural response to that growth, and gives our Hispanic customers access to all the products, tools and technology customers of BrassCraft® products count on."

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to detailed contact information through Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

If you are a Subscriber to the Directory login and access the Directory.

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Marcos Baer @MarcosBaer

Marcos oversees editorial and sales. He is based in Portada's NYC headquarters. Prior to launching Portada in 2003, Marcos worked in both the media and finance sectors. He occupied leading roles at the Spanish edition of The Wall Street Journal, in Spain’s newspaper Cinco Dias and at SwissRe. He is an MBA, and a CFA. Marcos is a print junkie and also loves all things digital media. He also is passionate about everything related to New York City and loves to play tennis.


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