A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.
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- Nintendo
Nintendo, a Japanese multinational consumer electronics and video game company headquartered in Kyoto, has launched a media review in the U.S., according to Adage.com. The gaming giant´s incumbent on the account is Publicis Media’s Blue 449 and will defend in the pitch.Nintendo Co. spent an estimated US$73.8 million in measured media in the U.S. in 2017, according to Kantar Media.Nintendo has hired External View Consulting to manage the search process.
- Sling TV
Sling TV, the only streaming TV service to provide Spanish-language content by region, announced the launch of three Argentine channels in its “Sudamérica” regional pack, making Sling TV the leader in South American content among streaming TV providers in the United States. Telefe Internacional, El Trece Internacional and Todo Noticias join 10 other South American channels in Sudamérica, featuring content from countries like Argentina, Colombia, Ecuador, Venezuela and more.Sudamérica is available for US$10 per month when purchased on a standalone basis, or US$5 per month when combined with “Sling Orange,” “Sling Blue” and/or any Spanish-language service from Sling TV.In addition to these channels, Sling TV’s Sudamérica package offers TyC Sports, an Argentine sports channel that covers soccer, volleyball, tennis and basketball. Other channels in Sudamérica include Caracol, Nuestra Tele, NTN24, RCN Novelas, TV Venezuela, Ecuavisa Internacional, Bolivia TV, Canal Sur and Estudio 5. For more information on Sling TV’s Spanish-language offerings, visit www.sling.com/latino.
- JOHNSON’S®
JOHNSON’S® is relaunching its entire lineup of baby care products globally – starting in the U.S. in late July. JOHNSON’S Baby US Hispanic team at CCOM Group is behind this effort. The iconic baby brand that our abuelitas loved will no longer look the same with a big transformation from the inside and out. For years, JOHNSON’S® has been listening to and responding to parent feedback about their products and with their latest restage the brand put modern parents at the center of the reformulation to make sure they live up to the expectations of today’s millennial parents and tomorrow’s Gen Z families. JOHNSON’S® has engaged 26,000 parents to help them create the new products.The brand has redesigned all of their washes, lotions and haircare products and reduced the number of ingredients in its portfolio by more than 50%, including removing sulfates and dyes. Their products have been free from parabens and phthalates for years—but now 96% of the ingredients in our leading products are naturally-derived. Not only is the design on the bottles changing but they’re also introducing new ergonomic bottles with pumps for convenient, one-hand use which makes bath time easier. JOHNSON’S USH media efforts as it relates to the relaunch include: dedicated Hispanic spend has increased +14% YOY; consistent, weekly presence on Hispanic National TV networks – like Univision, Telemundo, & UniMas; 70% digital plan is focused on channels that overindex against USH, like social & mobile video; branded presence on BabyCenter en Español to maximize reach amongst new moms and premium, high impact positioning in endemic Print, like Parents Latina.
- Anheuser-Busch’s
As part of its ongoing Elevate initiative, Anheuser-Busch has launched two collections of downloadable stock photography featuring properly served beer, diverse consumers and brewers, myriad beer styles, and contemporary settings—for free. Anheuser-Busch says the images will be available royalty-free through photo sites Pexels and Unsplash, and feature four of the craft breweries now owned by Anheuser-Busch: Four Peaks in Tempe, Arizona; 10 Barrel in Bend, Oregon; Karbach in Houston; and Veza Sur in Miami. In 2017, 39 percent of beer drinkers identified as female, according to Mintel’s Beer and Craft Beer report, while 32 percent identify as African-American, Hispanic, Asian, or otherwise non-white according to Anheuser-Busch market research. A good number of beer drinkers who weren’t typically finding themselves represented in mainstream beer photography, marketing materials, and design. And it’s not because photo service users were indifferent: Pexels says diversity-related searches increased increased by 180 percent from 2016 to 2017.When consumers see people like themselves reflected in these beer images, this aligns Anheuser-Busch’s craft brands with young, diverse drinkers who are going to make up larger and larger portions of the beer-consuming market in the coming decades.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at [email protected].
- Smirnoff / Absolut Vodka
Smirnoff and Absolut,rival vodka brands, are both out with new limited-edition bottles. Smirnoff parent Diageo has begun releasing limited-edition bottles with designs inspired by specific North American cities.The first two bottles, for California and Chicago, will be available at retail through November.Each design features a locally resonant image on the front and references to local language and customs on the back.Absolut has released an “Absolut World” version that “aims to bring people together by defying the distances between us and carving out new connections across international borders,” according to the brand. “Absolut World” is part of a global campaign from parent Pernod Ricard encouraging people around the world to take selfies and share tips about the hotspots and hangouts they love within their home cities.Once uploaded, the selfies become part of a mosaic of faces of participants, along with their names, locations, and hotspot recommendations.“The platform will connect travelers from all around the world and unlock experiences that bring people together,” explained Lisa McCann, brand director, Pernod Ricard Global Travel Retail.Pernod Ricard Global Travel Retail is promoting the bottle and campaign in airports in key global markets.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at [email protected].
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