SALES LEADS LATAM: Gatorade, Corona, Azul Linhas Aéreas…

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada's new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Gatorade

Gatorade has launched a new international campaign titled, "Everything Changes," and the brand's first sport-specific product, Gatorade Football Energy. The Gatorade "Everything Changes" campaign focuses on the shift that takes place when football club teammates become rivals. The TV advertisement features the storyline of FC Barcelona players, Lionel Messi and Luis Suárez, who are best friends and train together until it's time to play against each other. While their respective objectives change, fueling with Gatorade does not.The integrated campaign also features Brazilian National Team superstar and Manchester City striker, Gabriel Jesus. The campaign will run in several Latin American countries, Western Europe, Asia, Mexico, and the U.S. It will extend beyond TV to print, digital and social media, point-of-sale and more. Leveraging the GSSI research on football players such as Messi and Suárez, Gatorade has developed their first ever sport-specific product, Gatorade Football Energy. Gatorade Football Energy was developed for football players from amateur to professional levels and has a combination of carbohydrates, electrolytes and fluid, specifically for football players. The product is available to all U.S. athletes on Gatorade.com and will be available in retail outlets in Mexico and Brazil in 2018 before launching in other Latin American countries. The new product comes in three great flavors: Lemon, Mango and Orange.Gatorade is also providing a stage for amateur players to showcase their skills at a global level. For the third consecutive year, Gatorade is sponsoring and organizing their annual Gatorade 5v5 Football Tournament, which will introduce a women's bracket for the first time this year. Over 2,000 teams from more than 19 countries across Latin America, Europe and North America will compete for a chance to play in the Gatorade 5v5 Global Championship in May in Barcelona, Spain.

  • Corona

Mexican beer Corona is the most valuable brand in Latin America, overtaking Brazil's Skol, which has held the title for the past two years, according to the sixth-annual BrandZ™ Top 50 Most Valuable Latin American Brands announced by WPP with data prepared by Kantar.Corona took the top spot in the ranking after seeing an 8% brand value growth to US$8.3 billion, edging out Skol, which grew by just 1%. The brand is sold in more than 180 countries and its success and global growth have been helped by Corona's ability to generate an affiliation with the "fun-loving" attributes associated with Mexican and Latin culture. This year's BrandZ Latin American ranking shows the four beer brands in the Top 10 - Corona, Skol, Brahma and Aguila - all controlled by global giant AB InBev, have maintained and invested in their local characteristics enabling them to boost brand value.

 

 

  • Perry Ellis International, Inc.

Perry Ellis International, Inc. has entered into a license agreement with Rosega S.A. to design and distribute men’s dress shirts under the Manhattan trademark in Argentina. Perry Ellis is a leading designer of a broad line of high quality apparel and accessories. Rosega is a leading retailer of fashion apparel brands in Argentina.The new collection will be distributed in department and specialty stores with a product launch planned in the Fall 2018. Oscar Feldenkreis, CEO and president of Perry Ellis International, Inc. said, “Working with Rosega will leverage the equity of this lifestyle brand to further our Latin American reach.”

 

 

  • United Airlines

Azul Linhas Aéreas has announced that current shareholder United Airlines has just concluded a private preferred share transaction with Hainan Airlines. The transaction increased United's economic stake in Azul from 3.7% to 8.0%.Azul and United connect via their gateways in Sao Paulo – Guarulhos (GRU), Fort Lauderdale, Florida (FLL) and Orlando, Florida (MCO). In Brazil connecting customers have access to the largest domestic network in the country, serving more than 100 cities, while flying Azul's award winning domestic experience. In the United States, customers have access to United's industry leading global network. In addition to unparalleled connectivity, Azul and United customers can earn elite status miles as well as enjoy benefits such as priority boarding, lounge access and priority baggage when flying the two airlines.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada's new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Subway

Fast food sandwich chain Subway is said to be closing 500 of its stores this year in the United States to open more than 1,000 stores around the world, including Mexico, the United Kingdom, China and India.The chain has more than 40,000 locations around the world, outpacing McDonald’s and Starbucks.

 

 

 

 

  • Aeromexico & Jet Airways

Aeromexico, Mexico’s global airline and Jet Airways, India’s premier international airline, will enable their codeshare sales, which will allow passengers to travel to and from both countries by connecting via London to Mexico City, Delhi or Mumbai, as of May 1 this year.This agreement will provide passengers better connectivity options and access to both airlines’ route networks, which will help strengthen trade and tourism between both countries, that have experienced a 15% annual growth rate over the last three years.Aeromexico will put its “AM” code on the direct flights offered by Jet Airways from London to cities in India. In turn, Jet Airways will put its “9W” code on flights operated by Aeromexico from London to Mexico’s capital city.

 

  • Estrella Jalisco

Anheuser-Busch’s Mexican Import brew, Estrella Jalisco has released its' latest TV commercial “Estrella Toast”, the first ad from the brand since the signing on of agency DAVID.Estrella Jalisco's media planning and buying agency is Dentsu Aegis Network. The spot embodies the fun, festive spirit of Estrella Jalisco, the official sponsor of the Mexican Men’s National Team, just in time for World Cup in June. Portada spoke with Lara Krug, Vice-President – Mexican Imports and Regional Brands, Ahneuser-Busch on the campaign.

"As the official beer of the Mexican National Team, we wanted to tap into the passion that the Mexican National Team fans have for their team – win or lose – during the World Cup as they go from the star this year.We felt it was important to show the passion and comradery among MNT fans that support El Tri as they go from the star, no matter what – which is what our tagline for this campaign “Vamos Por La Estrella” is all about.Estrella Jalisco is a brand that was born in Jalisco Mexico, so we obviously have an eye toward the Hispanic and Ambicultural consumer. As the brand continues to grow and evolve, we are also looking to expand our audience a bit to a bi-cultural consumer who is looking to discovery a new light but flavorful beer.We’re proud of our heritage and will continue to highlight that . Estrella Jalisco has a great flavor profile that consumer’s love and we are getting the media and sponsorship investment from Anheuser-Busch to grow this brand. With this new campaign and the ability to use the beautiful MNT and World Cup marks in both our creative, trade materials and packaging, we believe Estrella Jalisco is the Mexican Import brand to watch in 2018."According to Krug, Estrella Jalisco's main goal is to continue to gain awareness as the brand grows and enters new geographic areas. There are certain elements of Estrella Jalisco creative and media buys that target the Bi-Cultural Hispanic audience. Additionally, the brand knows the FIFA World Cup and Mexican National Team marks will help in that regard as well. The FIFA World Cup is going to be a huge pillar of Estrella Jalisco's  marketing strategy in 2018 – having started in March all the way through July. "Engaging with the Hispanic and Ambicultural consumer is a place where some marketers can slip up. We must really understand who our consumer is, what they are passionate about and where they spend their time to make sure we design communication, experiences and use media in a way that they will best engage with. We also are really trying to diversify our media spend and shift our money into digital and social, while also balancing that with TV, especially during the FIFA World Cup and the Mexican National Team games since we know our consumers will be watching passionately. Consumer media consumption is ever-evolving, so we try to stay as looped in as possible".

  • Dentsu Aegis

Dentsu Aegis Network has acquired Chilean performance agency, White Label. Following the acquisition, White Label will rebrand to iProspect, the global digital marketing and business performance agency, marking its official launch in Chile. This acquisition provides greater scale for iProspect in Latin America, one of the fastest growing media markets in the world with 110% digital ad spend growth in the last three years (source: eMarketer).Founded in 2012, White Label brings its team of 30 performance marketing specialists to iProspect.iProspect Chile will continue to operate under the leadership of White Label’s founder and Managing Director, Alejandro García, who will report to Iván Pozarski, CEO, Dentsu Aegis Network Chile and Philippe Seignol, President of iProspect in Latin America. This acquisition will significantly increase Dentsu Aegis Network’s brand presence locally and will grow the Chilean team to more than 100 professionals serving more than 70 clients.Financial terms of the transaction were not disclosed.

 

NEW FEATURES TO PORTADA'S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
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Celeste Martorana @celesmartorana

Celeste joined Portada’s team in 2014. Since then, she has been working as an editor for Portada’s English-language website and compiling information for Portada’s Databases.

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