Sales Leads: Chevrolet, Asics’, Mike’s Hard Lemonade
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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Chevrolet will leverage the FIFA World Cup to reinvent its marketing approach and connect with Hispanic consumers across the United States. Six new TV spots air during Univision’s soccer programming of the FIFA World Cup. The first ad, “The New Us”, speaks to the touchstones of family and culture that unite people, and are particularly important to Hispanics. The five additional spots highlight technologies in Chevrolet models like 4G LTE WiFi, Silverado and Equinox as well as the brand’s “What Do You #PlayFor?” global soccer campaign. The spots were developed by Chevrolet with Casanova Pendril. Carat's is Chevy (General Motors) media buying agency. A new spot, made by filmmaker Andrew Ellmaker of the United States, will also make its debut during the tournament. Here is the first ad:
The agency Starcom has won Asics’ Global Media Planning and Buying Account after a pitch, beating MediaCom and incumbent OMD, according to an Adweek report. In addition to planning and buying, Starcom will also handle data and analytics work.It will work with Asics’ global creative agency 180 in Amsterdam to develop an integrated communications strategy.Although Asics’spent about US $15 million last year in the U.S., according to Kantar Media, it will need to grow that marketing effort if it wants to make significant inroads.
- Mike's Hard Lemonade
Mike’s hard lemonade reached 1 million fans on Facebook and is commemorating that moment with a 24 hour rebrand to"Paul´s hard lemonade" in the name of its millionth fan. As part of this change, new packaging was created, the Facebook page, mike’s Twitter page and mike’s website were updated to reflect the name change and the fan was presented with a 6-pack of “paul’s hard lemonade” after identifying Paul as the millionth fan. The entire process was filmed and the resulting video went live on Facebook. Finally, to thank all Facebook fans who helped the brand to get to that point , Mike's Hard Lemonade offered them the chance to win a variety of prizes over the following 24 hours. Here is the video:
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