Sales Leads: Honda, California Department of Health, Got Milk, Cinemark, Tecate
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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In December Honda decided to put its media and creative accounts under review. A decision is expected by the end of the first quarter Honda told AdAge. Honda noted that it does not include multicultural assignments, which are handled by Muse Communications and Orci.
- California Department of Health
California Department of Public Health director and state health officer Dr. Ron Chapman has unveiled new ethnic-market advertisements that will continue to educate Californians on the harmful effects of tobacco use. The advertisements, which include radio and print ads for the African American market, will start airing in early January and can be viewed at TobaccoFreeCA.com. In California, Black and Hispanic men smoke at higher rates (18.9 percent and 15.5 percent, respectively) than white men (14.3 percent). Among women, Blacks continue to have the highest prevalence (15.2 percent), followed by whites (11.2 percent).
- National Milk Mustache - Got Milk Campaign
The National Milk Mustache 'got milk?'® Campaign print ads for the past 17 years. The 30-second spot stars Dwayne "The Rock" Johnson, who has managed to successfully balance his tremendous professional career with his family life, which continues to be his main priority. Johnson's success as an actor, producer, athlete and author has gained him worldwide recognition both in and out of the spotlight. The ad is directed by Peter Berg , actor, director, writer and producer best known for his on-screen role in "Chicago Hope" and who just wrapped production on the film adaptation of "Lone Survivor." Created by Deutsch, A Lowe and Partners Company, the ad will air in the second quarter of the game and bring to life how including milk's protein and essential nutrients at breakfast helps fuel active, successful days. As the campaign continues to evolve, the team begins production on its first Super Bowl TV commercial to appear in the biggest football game of the year. The new morning meal-focused commercial is part of a larger, integrated effort to reinforce milk as the breakfast beverage of choice and spotlight its nutrient contributions as part of a daily breakfast routine. The effort includes in-store retail and consumer promotions along with extensive digital advertising and social media activity.
Tecate and Tecate Light, cervezas con carácter, announce the launch of their annual national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football from the moment they buy the essentials needed for a viewing party at home or a tailgate. The brand equity will place bilingual thematic POS materials with the slogan “A Man Knows How to Choose His Team” (a reference to Tecate and Tecate Light), cross-merchandise and consumer promotions at off-premise locations across the country between Jan. 1 and Feb. 15, 2013. “Tecate and Tecate Light offer the increasing number of Hispanic men watching football a beer choice that celebrates their boldness and carácter, while providing them with exclusive offers designed to enhance their viewing parties or tailgating celebrations,” said Felix Palau, vice president of marketing for the Tecate equity. “Our thematic retail program falls in line with our successful sports marketing platform as well as our commitment to provide retailers with the relevant programs and tools they need to make adults feel closer to their favorite sports.” As part of the 2013 program, Tecate will offer consumers a text-in sweepstakes where shoppers 21 and older can enter daily from Jan. 1 – Feb. 15, 2013 for the opportunity to win branded tailgating solutions. The Tecate equity’s 2013 football-themed retail program was developed by Dieste.
Cinemark Holdings, Inc. announced plans to launch two new 6-screen movie theatres in El Paso and Edinburg, Texas. The Cinemark Movie Bistro – Sunland Park will be part of Simon Property’s Sunland Park Mall development located at 750 Sunland Park Dr., El Paso, TX. The Cinemark Movie Bistro – Edinburg will be part of B-Y Property’s Trenton Crossroads Plaza development located on the northwest corner of Trenton Road and Rhonda Street in Edinburg, TX. Both projects are scheduled to open in the summer of 2013. The two theatres will introduce patrons to Cinemark’s first-run cinema eatery concept, branded Cinemark Movie Bistro.
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