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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Mondelez – Dentsu Aegis Network’s Carat, Publicis Groupe’s SMG  ::: General Mills – WPP’s GroupM ::: Bayer ::: Bacardi :::

  • Mondelez

6D3DK65E_400x400The snack food marketing giant Mondelez International has split its US$2 billion global media agency assignment between Dentsu Aegis Network’s Carat and Publicis Groupe’s SMG. The new appointments are effective January 2016.Both agencies are incumbents and competed in a review that began in June . But the marketer has opted to retain both shops.Carat came away with North America (which SMG had handled) while retaining Europe and Asia-Pacific. SMG has been assigned Eastern Europe, Middle East, Africa and Latin America.Mondelez also confirmed that Carat has been appointed its single communications agency for global categories, which includes communications planning.

  • General Mills

glogosocial_400x400General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that Mindshare won the U.S. media business of General Mills. GroupM will support General Mills in Europe and Australia/Asia, and lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.The move consolidates business that was previously handled by a handful of other agencies and networks.Read more.

 

  • Bayer/ Global

js6tDCe-_400x400German pharmaceutical giant Bayer is looking for a new digital creative and media agency for its Bayer Consumer Care (BCC) division, which includes Bayer Aspirin, Claritin, Afrin and Midol.The company already works with creative agencies JWT and BBDO on brands such as Merck, AlkaSeltzer and Berocca, while WPP’s MediaCom handles all media.Bayer is looking to expand beyond its more “traditional” approach to media, especially TV.

 

 

  • Bacardi/latam

PysfgttC_400x400Bacardi is targeting millennial consumers with a new global campaign celebrating individuals with the “cojones” to “take the stage” and make themselves heard.It marks a departure from the rum brand’s previous marketing push around its heritage, with a campaign entitled ‘Untameable since 1862’.The new TV ad, called ‘The Truck’, attempts to show the world from the perspective of millennials, “capturing the energy of their life” as they embark on a cross-country journey for the ultimate house-party, mandmglobal reports.The campaign – the first to launch since Bacardi handed its ad and media agency accounts to BBDO and OMD respectively – introduces the new tagline, ‘There’s nothing in the way’.

https://youtu.be/Ogs6uD4xlNY

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.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • General Mills

glogosocial_400x400General Mills has consolidated its global media business with WPP’s GroupM, led by its agency Mindshare, on the heels of its selection of Mindshare to handle its massive U.S. business.The group will support General Mills in Europe and Australa- Asia, as well as take the lead on the company’s Yoplait Europe business and a portion of General Mills business in Africa, the Middle East and Asia.Read more.

  • #WashAwayLabels

descarga (4)Tide Laundry Detergent has released its latest effort #WashAwayLabels hoping their cleansing power will help to wash away those labels the Latino community is tagged with. Tide has included a video on Youtube sharing the testimonials of members of different ethnic groups, from Cuban to Mexican, speaking out on the negative titles they’ve been labeled in their lifetimes:“beaners,” “narco,” and “mojados” were just a few. Along with the National Council of La Raza, Tide is hoping to help the Latino community “delete” the negative tags and share how it would like to referred to as in honor of Hispanic Heritage Month, according to the video’s description.Some of the labels mentioned were screen printed onto white t-shirts using ketchup instead of ink. The same individuals who said they’ve been categorized under those labels walked into a room scattered with the shirts to show that “labels are stains.”The participants set the dirty t-shirts to wash to cleanse them of the derogatory names while advertising Tide’s cleansing strength.

https://youtu.be/j_XMalvsutk

  • MetroPCS/Fenomeno Studios

MetroPCS has partnered with Fenomeno Studios the Multichannel Network owned by Estrella TV for #AsiEsmiHistoria, a special edition of  Fenomeno Sessions. For the special feature, three regional Mexican music’s stars (Gerardo Ortiz, his younger brother Kevin Ortiz, and Luis Coronel) have signed on with Estrella TV’s Fenomeno Studios and MetroPCS to bring fans an intimate acoustic concert experience, #AsiEsMiHistoria [#ThisIsMyStory] which started on Oct. 9. An important objective MetroPCS; Marketing  is to reach out to multicultural audiences in general and Hispanic audiences in particular.

 

  • Food Loves Milk Campaign

descarga (5)The California Milk Processor Board (CMPB), creator of got milk? and toma leche, has launched a new chapter with the Food Loves Milk campaign, designed to pique consumers’ interest in drinking milk with a wide range of foods, from time-tested classics to new pairings.The CMPB teamed with both Goodby Silverstein & Partners (GS&P), originator of got milk?, and Grupo Gallegos, which created the Latin-market toma leche effort, to produce a cross-media integrated campaign that addresses the wide-ranging, leading-edge food tastes of all Californians.The latest effort consists of two 30-second spots from GS&P, “Sweet Loves Milk” and “Spicy Loves Milk,” will run across the major networks, taking advantage of the fall premieres as well as special events such as the Emmys. In addition, five 15-second spots from Grupo Gallegos will air on Univision, Telemundo and local stations. Later this year, the campaign will also extend into more traditional avenues, such as print, out-of-home and in-store. Consumers will be encouraged to share the foods they pair with milk by using the hashtags #FoodLovesMilk and #MeGustaConLeche. Some of the crowdsourced results will be aggregated in a gallery at tomaleche.com and also used as part of other “Food Loves Milk” digital-media elements.To localize the campaign and further feed into consumers’ hunger for exotic flavors, RL Public Relations (RLPR), CMPB’s PR agency of record, will bring a variety of experts and top chefs to speak about this new culinary trend.online elements over the course of the campaign will include the following: A nine-part online video series that follows Hispanic stars Yarel Ramos and Eddie G! as they surprise diners at restaurants, cafes and food trucks with a glass of milk to try with their meals. Partnerships with the California Sunday Magazine and Bon Appétit magazine’s Food Innovation Group that includes videos, recipe guides and sponsored editorial around the chefs’ inspiration.A partnership with BuzzFeed to create a video spot showing reactions from people as they try new food-milk pairings. A range of content by social influencers of varying backgrounds that will give consumers different ideas of how to experiment with pairings. Content will include Pinterest boards, Instagram posts, YouTube videos and blog posts.The entire campaign will culminate at Super Bowl 50 on February 7.

  • Bud Light: Heads or Tails? 

AMzz6maL_400x400Bud Light has released a new ads that seeks to link the brand to the unpredictability of the coin tosses that begin each game.TV spots show fans using the heads-or-tails outcome to dictate their social plans, like going to a beach party or snorkeling. The Anheuser Busch InBev-owned brew — which is an official NFL sponsor — is supporting the ads with a program at bars in which drinkers can flip a digital coin on a computer tablet and get the chance to win prizes or NFL tickets.A-B InBev roster agency FCB, Chicago assisted on the ads.W&K is prepping a new campaign that is expected to debut as soon as December and will move away from the brand’s two-year-old “Up for Whatever” campaign, Ad Age reported.Bud Light began the NFL season by promoting unique can designs made for every NFL team.

https://youtu.be/pK4Uad1A5SY

What: General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that  Mindshare won the U.S. media business of General Mills.
Why it matters: The move consolidates business that was previously handled by a handful of other agencies and networks.

glogosocial_400x400General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare, as the latter has been chosen to handle its massive U.S. business.

GroupM will support General Mills in Europe and Australia/Asia, and  lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.

The move consolidates business that was previously handled by a handful of other agencies and networks.

General Mills’ brands include: Cheerios, Progresso and Yoplait. The food Giant spent US$866.4 million on measured media in the U.S. in 2014, down from US$893.4 million in 2013, according to the Ad Age DataCenter.In 2013, the company spent US$1.03 billion globally, including its largest market, the U.S.

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

 

  • General Mills 

glogosocial_400x400WPP’s Mindshare has been named cereal giant General Mills’ new media agency. The agency’s Chicago and New York office will oversee buying and planning for the snack food and cereal giant starting October 1. General Mills will spend US$823 million on advertising during fiscal 2015, down from us$866.4 million last year.  The incumbent agency Publicis Groupe’s Zenith Media had held the account since 2001. (Check out today’s Interview with General Mills’ Monica Granados on its relaunched Que Rica Vida content marketing initiative.)

 

  • Citi

CitiBlueWave_400x400Citi has consolidated its global media business with Publicis Groupe following a review that began in May.Publicis Groupe created One Citi Global to house creative, digital and production duties on the Citi account one year ago. One Citi Global will now hold all of the work Citi puts out, including the new media assignments.Media incumbents include WPP’s MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe’s Starcom MediaVest Group, which supports the client in a couple international markets through One Citi Global.Through separate media operations, Publicis Groupe now supports Visa (Starcom), Bank of America (Starcom) and Citi (One Citi Global).The financial services company spent US$332.5 million on domestic measured media in 2014, according to the Ad Age DataCenter.

  • Pepsi

descarga (2)Pepsi-Cola is releasing a new spot together with Omnicom’S  BBDO, New York in the U.S..The new spot features Seattle Seahawks star Marshawn Lynch that plays off his notoriously evasive approach with the media. The ad was quietly posted on Pepsi’s YouTube page last weekend and has since garnered more than 720,000 views.The brand would soon be running it on TV. She also confirmed that BBDO, New York is the agency. BBDO, New York has regularly produced work for PepsiCo-owned Mtn Dew and the company has a long-running relationship with Omnicom. BBDO has also been involved in global Pepsi work in recent years. But BBDO, New York has not made a TV ad for brand Pepsi for the U.S. since 2008.

  • Snickers

SnickersSnickers has launched a new packaging gimmick featured in a new ad.The Mars-owned candy bar’s personalized wrappers jibe with its “You’re not you when you’re hungry” campaign. The bars feature 20 words like Cranky, Grouchy, Snippy, Loopy, Sleepy, Rebellious and Whiny.In the ad, named “Dial-A-Snickers,” a call center operator takes phone calls from people requesting a Snickers for a hungry loved one. The operator seeks to diagnose which bar would be appropriate for that person, given his or her “symptoms.” A bike messenger then brings the designated Snickers to the needy party.Snickers has 20 versions of the new packaging.

  • 7-Eleven/PayNearMe
7-Eleven's new Bill Pay App operated by PayNearMe makes paying thousands of bills with cash convenient 24/7 (PRNewsFoto/7-Eleven, Inc.)
7-Eleven’s new Bill Pay App operated by PayNearMe makes paying thousands of bills with cash convenient 24/7 (PRNewsFoto/7-Eleven, Inc.)

PayNearMe, a financial services technology company, has partnered with 7-Eleven, Inc. to introduce the PayNearMe Bill Pay app, enabling U.S. consumers to pay over 17,000 national and local billers with cash using a convenient barcode scan at participating 7-Eleven stores. The domestic bill payment service is the first in a line of affordable financial services that the company plans to offer cash-preferring U.S. consumers and extends the reach of PayNearMe’s existing cash merchant processing offering for businesses.The PayNearMe Bill Pay app serves as a full-service bill payment center, allowing cash users to keep track of payment history, set reminders, and securely pay their bills in under 60 seconds with one trip to their local 7-Eleven store. Most of 7-Eleven’s nearly 8,000 U.S. stores are open 24/7, allowing users with even the tightest schedules to easily and conveniently stay on top of their bills.The wide range of billers that are payable include cable companies, utilities providers and insurance companies, as well as PayNearMe’s existing merchants such as Greyhound bus, and Indego, the city of Philadelphia’s bike share program. With money transmitter licenses already secured in all 48 states where they are required, PayNearMe expects to add national and regional retailers to its payment location network in the coming months. Other financial services are expected to follow.Both the PayNearMe Bill Pay and 7-Eleven Bill Pay Operated by PayNearMe apps are available to download for free in the Google Play store or iTunes App Store. Consumers can begin paying bills in three easy steps.

 

QRV_153 3General Mills just announced the re-launch of its new and improved digital platform, QueRicaVida.com.  Monica Granados, assistant interactive marketing manager who oversees all Que Rica Vida digital content, spoke to Portada about the new initiative. (BTW: Que Rica Vida’s history reflects the evolution of Hispanic Content Marketing, check the links at the bottom of this article).

Portada: What percentage of Que Vida Rica users are mobile right now? How do you expect that to evolve in the next five years?


M.G: “The majority of our traffic is attributed to smartphone. We see that figure increase YoY and anticipate it to continue to do so, as tablets and desktop are deprioritized in favor of large-screen smartphones.”

Portada: What is the ratio of visits to the English language site, vs total visits English and Spanish is there? How is this ratio expected to evolve over the next few years?


M.G: “Less than a quarter of our traffic comes through on the English site. Our audience naturally acculturates and the # of young, US-born Latinos increases, we imagine this may shift in favor of English.”

Portada: What insights is the re-launch based on?


M.G: “#1: The majority of Latina mothers value passing down family history to their children through cooking and is looking for food content that help them balance the connection between the American lifestyle and her Latin roots.
#2: Hispanic moms spend more media time on their mobiles than the average mom does.
#3: Hispanic moms need help understanding the value of coupons
#4: The Hispanic Millennial Latina Mom in the U.S. is thirsty for culturally relevant food content that she can easily find on her mobile device in her preferred language. While she is aware of digital ads and coupons, she is still not taking advantage of the ways in which she can save on her family’s favorite products.”

Portada: How do you target Moms that are not Millennials and perhaps more Spanish-speaking?
M.G: “Our Spanish dominant Moms love to come for the most traditional recipes on Que Rica Vida, especially when she is preparing for a big holiday or celebration. Therefore, the content aimed at connecting with her is a combination of traditions and tips to help make her life a little easier during these occasions. Additionally, Facebook has been key to our success with the Spanish dominant Mom, reason why our posts are mostly in this language.

The majority of our traffic is attributed to smartphone. We see that figure increase YoY and anticipate it to continue to do so.

Portada:What is your amplification and social media strategy based on? E.g. do you work with blogger networks?
M.G: “We amplified news of our launch across owned channels (social + email) as well as through external blogger networks like Dime Media. We wanted our top contributors to take pride in the new platform, which will better showcase their content, but also took launch as an opportunity to connect with potential new contributors in our priority markets.”

Portada: What is the Latin American (Mexico and below) reach of Que Rica Vida and do you work with General Mills Latam to cater to that audience?
M.G: “We do see a high volume of traffic coming to our site from outside of the US, but we do not prioritize this audience considering that many of the products we feature are not available in those markets. In the future, we may work with international teams to extend the reach of QRV, as is relevant.”

Portada: Does Que Rica Vida have a print component or not anymore?

M.G: “The Que Rica Vida magazine was discontinued last year.”
Portada: What agencies did Que Rica Vida work with for this re-launch and how is it supported with media buys?

M.G: “We work with McCann for site design and creative, Ovative for organic search optimization, and M8 for social, email and media execution. We amplified paid content distribution and external ad rotation with our most efficient partners to amplify news of the re-launch.”

CHECK OUT PRIOR QUE RICA VIDA COVERAGE:

Sep 16, 2015 : General Mills Re-launches QueRicaVida.com to Meet the Demands

Jan 15, 2015 : How General Mills doubles down on Hispanic Online Video: 6 things  You Need to Know

Sept. 27, 2012: BREAKING – Que Rica Vida Relaunches: Increases Circ. to 1 million

Jun 11, 2010: Marketer Interview: Rodolfo Rodriguez: “Que Rica Vida is open to Third Party Advertising.  

What: General Mills is re-launching its new and improved digital platform, QueRicaVida.com.The improved website has more rich, diverse and relevant content and offers valuable recipes, savings and nutritional information catering to the “New” Latin family’s passion for cooking and innovation.
Why it matters:  Media properties and brand platforms reaching out to Latinas, of which nowadays many are  Milennials, are constantly adapting and fine-tuning their offerings to keep pace with the changing (social) media habits of this demo.

General Mills has announced the re-launch of its new and improved digital platform, QueRicaVida.com. Harnessing the power of innovation and mobile technology, General Mills is creating a brand new site and mobile experience to meet the needs of the new Latina and her mobile lifestyle.

The improved website has more rich, diverse and relevant content and offers valuable recipes, savings and nutritional information in a way that is more convenient for consumers.

“Relaunching our QueRicaVida site is a perfect opportunity to continue to grow with and equip our progressive and culturally diverse consumers with the best resources needed to assist them in today’s mobile world,” said Monica Granados, assistant interactive marketing manager who oversees all Que Rica Vida digital content.

According to a recent study by IAB, Latina moms are leading mobile first lives with nearly 40 percent of Latina moms relying on mobile devices as their primary internet source. With social, digital and mobile playing an important role in their everyday lives, General Mills redesigned their new site to be socially intuitive and mobile friendly.

“As with most communities, our Latina mom plays a pivotal role, guiding all decisions and meal creations. The emerging new Latina is highly focused on preserving heritage as well as blending her cultural realities and influences. We wanted to honor her with quality-focused content highlighting new products and experiences and empowering her with more innovative shopping tools,” explains Granados.

The new website features:

  • Contemporary Design

The site was created with mobile efficiency in mind. The clean, clear, fluid design makes cooking from any smartphone easier and more enjoyable allowing the user to quickly note ingredients and instruction as well as share, pin and favorite preferred recipes.

  • Rich Content and Intuitive Navigation

Authentic recipes and relevant articles are now just a couple of simple clicks away. In catering to the consumer and their values of family, diversity and health, QueRicaVida.com now hosts richer and more diverse dishes that celebrate heritage, culture and wellness while also offering fluid and intuitive navigation making exploring and discovering recipes a pleasant experience.

  • Giving Value

QueRicaVida.com is committed to offering the best quality products, experiences and deals by offering print-at-home coupons and grocery card-linked offers saving the consumer both time and money. In the future, In-store deal offers will also be incorporated and made available on the site as well.

General Mills is constantly innovating and investing in ways to meet their consumers’ and communities’ evolving needs. In celebration of the new site launching, General Mills is partnering with community influencers to host, Setting the Table for the New Latin Family, an event dedicated to engaging and sharing new resources, techniques, and recipes to fit the new Latina’s lifestyle.

“With the start of the new school year this is the perfect time to provide our Latina moms with a dependable source that allows easy access to delicious recipes, convenient cooking tips, and nutritional advice so that they can then in turn provide the best for their families,” said Granados.

Join us at PORTADA Mexico!

 

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • General Mills

General_MillsGeneral Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than $800 million annually on ads in the U.S., according to Kantar.
Joanne Davis Consulting has been retained to assist with the review process.

  • U.S. Navy

WNCcQQo9_400x400Following a review in which Lowe Campbell Ewald defended one of its largest accounts of 15 years, Young & Rubicam is the U.S. Navy’s new agency. Last year the Interpublic agency, now reconfigured as part of the Mullen Lowe Group, received a contract extension until a review could determine the winner of a five-year contract beginning this year. The agency last defended the business in 2009.Last year the Navy spent US$39.6 million on measured media, according to Kantar Media.The new contract runs for a full year, followed by four one-year options that extend through 2020. Y&R will handle traditional, digital and mobile advertising as well as account and media planning, research, public relations and events.Losing the Navy business is the latest blow for the agency, which lost its biggest client Cadillac last year, an account it worked on as part of a consortium of agencies called Rogue.

 

  • Volkswagen

8680b8a54b32c17d28a9c5d6a175fa42_400x400 (1)Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets, including the U.S. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.

 

 

  • Darden Restaurants

Darden_swoosh_400x400Darden Restaurants has split its media agency business between incumbent Starcom and Carat and 360i following a review.Starcom will retain Olive Garden, which is the biggest spender in the portfolio, but lose its LongHorn Steakhouse business to Carat and 360i.The Olive Garden brand spent us$155 million on domestic measured media in 2014, according to Kantar Media. Longhorn spent US$33.5 million.In 2010, Starcom won a consolidation pitch that included the Orlando, Fla.-based Red Lobster, Olive Garden and LongHorn Steakhouse brands. Starcom sibling agency Spark has worked with Red Lobster, which Darden sold last summer. Spark and Starcom are part of the Publicis Groupe-owned Starcom MediaVest Group Network.

 

  •  Sony

u24Glc4J_400x400Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures, which accounts for a bulk of the company’s measured media spending in the U.S., as well as various parts of its entertainment and electronics business.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices. That same year, Carat took home the North American business for mobile, adding to its existing Sony PlayStation business. Carat is part of Dentsu Aegis.

 

 

  • Snyder’s-Lance

imagesHorizon Media has been named Snack marketer Synder’s-Lance’s media agency of record.The agency will handle  four key brands: Snyder’s of Hanover, Lance, Cape Cod and Snack Factory Pretzel Crisps.Horizon takes over from incumbent shop, GKV of Baltimore, GKV of Baltimore, which had all of the brands except for Pretzel Crisps. Snyder’s-Lance — which held a competitive review for the business — spent US$8.6 million on measured media in 2014 across its portfolio, according to Kantar Media.Horizon will be responsible for “all core communications planning and activation responsibilities,” in the U.S.

 

 

Join us at PORTADA Mexico!

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Coca-Cola ::: ZICO Coconut Water – David & Goliath  ::: Clight – JWT ::: General Mills ::: Youpanqui BBDO :::

  • Coca-Cola

descargaCoca-Cola is celebrating the 100th year of its iconic bottle with a global ad campaign in more than 100 countries. The campaign is expected to begin this week. Agencies working on the effort include Wieden & Kennedy, Portland, and Ogilvy, Paris. Other marketing assets shown during the presentation included the phrase “100 years of phsst, fizzzz, clink clink, glug, glug … ahhh.”The campaign comes as the company embarks on a cost-cutting program targeting US$3 billion in annualized savings by 2019. Plans include pouring some of the savings into brand-building.The company would add US$250 million to US$350 million in global media investment in 2015. Other efforts to promote the Coke bottle anniversary include an exhibit opening called “The Coca-Cola Bottle: An American Icon at 100,” later this month at the High Museum of Art in Coke’s hometown of Atlanta.The bottle was originally designed by the Root Glass Company in Terre-Haute, Ind. It “offered a distinct package for an already ubiquitous product launched in 1886,” according to Coke. The company called for the bottle to be colored “Georgia Green,” as a tribute to the brand’s home state.

https://www.youtube.com/watch?v=lNQCrxFV0cU

  • ZICO Coconut Water

Sr6k4grk_400x400Coca-Cola’s Zico coconut water brand has selected David & Goliath as its new agency after a review.David & Goliath is expected to start the next iteration of the “Crack Life Open,” began in May by Butler, Shine, Stern & Partners.The new agency comes as the coconut-water category continues to grow. Zico had US$86.7 million in sales in 2013 according to Euromonitor and it’s not clear yet how much Zico will increase its ad spending, and up until now it’s been a small spender, with about US$1 million on U.S. measured media in 2013.The brand, launched in 2004, became majority-owned by Coca-Cola Co., and nowadays, beyond the original flavor, Zico is also available in chocolate, pineapple, mango and passion fruit.

  • Clight / Argentina

d2e847536bd132fab65c1efedec3df59_400x400Agency J. Walter Thompson Argentina has added the second brand to its clients portfolio so far this year.The first one was Telefe and now Clight. The agency will handle the brand’s communications, trying to deliver a message that enables dialogue especially with women.

 

  • General Mills

glogosocial_reasonably_smallThe food giant aims to grow its organic business up to 1,000 million in 2020,according to executives. The ambitious plan is a reflection of how smaller and healthier food are quickly becoming the main market items. The company increased its natural and organic portfolio late last year with Annie’s acquisition, whose line of pastas, snacks and other products showed sales of US$ 204 million in the last fiscal year.Other General Mills’ natural and organic brands include Cascadian Farm, Muir Glen, Larabar and Food Should Taste Good, which together represent 330 million in sales. However, General Mills still remains strongly linked to its traditional biggest brands. The 600 million organic and natural businesses only represent a fraction of the 17,900 million of the company’s total net sales of 2014.General Mills is making huge steps to improve and achieve a healthier image for its biggest brands. The company has just announced it will reduce sugar in its original Yoplait yogurt by 25%, reducing calories to 170-150. The company has also announced that five varieties of its Cheerios will be released in gluten-free versions this summer, including the original and the Honey- nut. General Mills will use advertising to communicate the news about Cheerios, as it did five years ago with Chex brand, which became gluten free.

  • Youpanqui BBDO/Peru

per-GarwichYoupanqui_Logos570-15Peruvian shop Garwich BBDO will join Youpanqui, BTL and PR agency. The new unit will be called Youpanqui BBDO. Garwich BBDO will continue operating as a holding company, participating as a shareholder in Youpanqui BBDO, OMD, Porter Novelli and Ed White. Both customers like Youpanqui team, led by cofounder, president and DGC Miguel León will be incorporated into the new agency. Leon, he will serve as chief creative officer and partner of thefirm. Among the new unit’s client will be brands such as: Pepsico, Claro, Bayer, Avianca, VISA, Abbott Nutrition, J&J and TECSUP.

Hispanic Online Video Consumption is huge and getting even larger. The executives behind General Mills Hispanic Que Rica Vida (QRV) digital property know it. “Consumers today are spending 40% of their digital time on YouTube. As a digital platform that prides itself on consumer-intimacy, it was a clear next step for QRV to invest more heavily on YouTube”, Natalia Ortega, Media Site Planner of General Mills tells Portada. A look into General Mills QRV’s online video strategy. 6 Key Features.

1. Focus on Online Video with first episodic-style production

BANNERS SECCIONES FINALGeneral Mills recently introduced “Celebra lo Rico”, a 10-episode web series for Qué Rica Vida, its bilingual digital platform directed to U.S. Latinas. This is Qué Rica Vida’s first episodic-style video production. The series began airing on Qué Rica Vida’s YouTube Channel last week , and will continue with new episodes every other Thursday through Mother’s Day. The series features three food bloggers, Melissa Bailey, Morena Cuadra, and Fernanda Beccaglia, who regularly contribute articles and recipes to Qué Rica Vida.(Interestingly, Que Rica Vida is going all-in on digital and recently discontinued the Que Rica Vida off-line magazine it was publishing in partnership with ImpreMedia with a circ. of 1 million, it was the magazine with the highest circulation targeting Latinas in the U.S.).

2. Treating YouTube as a Destination

The videos are hosted on YouTube, which is treated as a destination and not as a content distribution channel. As General Mills’ Natalia Ortega says, “Consumers today are spending 40% of their digital time on YouTube. As a digital platform that prides itself on consumer-intimacy, it was a clear next step for QRV to invest more heavily in YouTube. Over the last year, we have begun to treat YouTube as a destination, rather than as a content distribution channel.” As of 1/13/2015 the Qué Rica Vida YouTube channel had over 1.7 million views.

The videos are hosted on YouTube, which is treated as a destination and not as a content distribution channel.

3. Content: Branded Food Entertainment vs How-To

bloggersThe Celebra lo Rico series aims to differentiate Qué Rica Vida from the competitive landscape of Latina food platforms, and, according to Ortega, “gage whether our audience was craving branded food entertainment on YouTube. Before this, our channel mostly featured “how-to” content and kitchen tips. This content is searchable, but not ownable; we are working to understand what the right balance is for our consumer, and what video content needs our brand can, and should, be satisfying.”

4. Promotion: Paid, Earned and Owned

The web series is supported with extensions across Qué Rica Vida’s online platforms, including QueRicaVida.com, the Qué Rica Vida Facebook page and weekly e-mail newsletters. Ortega adds that “We are exploring various paid content distribution partners, as well as advertising on GeneralMill’s other owned platforms (including BettyCrocker.com, Pillsbury.com and Tablespoon.com) todrive traffic to the Qué Rica Vida YouTube channel. Though YouTube is the priority destination for video, we distribute our content across a number of channels, including Facebook, Instagram and our e-mail newsletters. In addition, we are testing a number of video-optimized paid distribution tools including Virool, Outbrain and Taboola.”

5. Manage Audience Expectations and uphold Authenticity

Internet AudienceOrtega tells Portada that Que Rica Vida has adopted the “industry’s best practices, regularly uploading new content to set expectations for our subscribers and working with influencers as content creators to uphold authenticity. We are spending more time monitoring audience engagement to inform and optimize our video content strategy moving forward.”

The language binary will become less relevant as we aim to speak in culture, as opposed to in language.

6. English vs. Spanish Engagement

Ortega notes that QRV’s Spanish-language audience “is more highly engaged, but in the long-term, this language binary will become less relevant as we aim to speak in culture, as opposed to in language.”

CHECK OUT: Inside Kelloggs Hispanic Content Marketing Program

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Kentucky Fried Chicken

flLRwyCl_reasonably_smallKFC has launched a new Hispanic broadcast initiative aimed to bring back the slow and savory into lunch with KFC’s “US $5 Fill Ups.” Airing nationally through January 18th, KFC is helping adults; including Billennials (Hispanic millennials) pamper with five lunch alternatives.The spot, which has been entitled “Almuerzo” (the Spanish word for lunch), was created by Louisville-based ad agency Scoppechio. Media buying decisions were taken by MEC Global. Media was bought nationally for:
Univision (UNI), Galavision (GALA), UniMas (TEFN),Telemundo (TMG), Azteca (AZTA), Fox Deportes (FSW), Espn Deportes (ESPD), Mun2 (MUN), Discovery en espanol (DESP) and Estrella TV. (ESTR)

  • Progreso Financiero

descargaProgreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, will soon be named Oportun.The company will adopt its new name over the coming months as it shares the name “Oportun” with customers and business partners. The name change will be completed by year’s end.Read more.

 

  • Avocados from Mexico

descarga (4)Avocados from Mexico has extended its Guac Fiesta campaign to reach the Hispanic trade in key markets.The program has been designed to drive consumption of Avocados From Mexico through aggressive retail promotions in key Hispanic markets during the height of the NFL season and through to the Super Bowl.The Guac Fiesta Hispanic program is running until the 1 February in California, Arizona, Texas, Chicago, New York and Miami, targeting 1,000 Hispanic chain stores and independents.The program will feature a mobile sweepstakes and an AFM coupon offer that also gives shoppers a fun new recipe to try. Additionally, the campaign will include digital and social media, merchandising, and trade and consumer public relations efforts.

  • General Mills

descarga (5)General Mills Inc., creator of Hispanic digital platform,Qué Rica Vida, has announced the launch of “Celebra lo Rico”, a new multi-episode branded web series (10) that will empower Latinas living in the U.S. to celebrate their culture and connect through the experiences and inspiration of three dynamic food bloggers. The series began airing on the Qué Rica Vida YouTube channel today, and will continue through Mother’s Day, with a new episode available every other Thursday.The web series will be supported with extensions across Qué Rica Vida’s online ecosystem, including QueRicaVida.com, the QRV Facebook page, and weekly e-mail newsletters.The Celebra lo Rico series was created and produced by Canela Creative, and directed by RAVA Films. “We are exploring various paid content distribution partners, as well as advertising on GeneralMill’s other owned platforms (including BettyCrocker.com, Pillsbury.com and Tablespoon.com) todrive traffic to the Qué Rica Vida YouTube channel,” Natalia Ortega, Media Site planner at General Mills tells Portada.

  • Cheerios

N5B5zvrj_400x400The Cheerios “How To Dad” campaign has made its US debut after appearing in Canadian ads all year. The U.S. version of the spot is quite similar to the version running in Canada, except that the U.S. spot plugs Honey Nut Cheerios, while the Canadian ad is for Peanut Butter Cheerios. Rather than reshooting the spot, General Mills simply refreshed Honey Nut Cheerios boxes.Below the U.S. ad followed by the Canadian version:

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

 

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Cox Communications

ID Media, an Interpublic Group media agency, has been selected as media agency of record for Cox Business, a division of Cox Communications that provides communications services for 300,000 businesses nationwide.ID Media will be responsible for multimedia branding and acquisition campaigns—rich in digital media, television, print, and local events—across 26 of the country’s largest DMA’s. This new assignment expands upon ID Media’s current work handling Cox’s shared mail campaigns to residential customers and prospects.The account will be led out of ID Media’s Chicago office by Angie Given-Cook, SVP, Managing Director.

  • Tiffany & Co

imagesLuxury jeweler Tiffany & Co has appointed MEC to handle its global media planning and buying account ,valued US $100m, which will be run from New York. Group M’s MEC beat Omnicom Media Group and sister-agency MediaCom to the account. He review started in Jult and was managed by Ark Advisors.Tiffany’s media planning and buying was previously divided among several regional agencies – EMEA handled by incumbent UM, Merkle in the US and Carat in APAC.Ogilvy & Mather Worldwide won the company’s global advertising account in March.

  • JCPenney

s1YYLIt4_400x400American retail chain JCPenney will review its US$450m media business.OMD has held the account since 2000.Debra Berman, JCPenney’s vice president of marketing, will be responsible for overseeing the review, which is still in the early stages.JCPenney reported net sales of US$2.8bn in its most recent quarter, compared to US$2.66bn during the same time last year. Read more on this.

 

  • General Mills

155526General Mills Inc. has partnered with GRAMMY® Award-winning group Camila for the company’s 2014-2015 Musica y Sabor campaign focused on connecting with Hispanic consumers through one of their biggest passion points: music.As part of the partnership, consumers and Camila fans across the U.S. will have several opportunities to connect with the group through free music download codes, branded merchandise, concert ticket giveaways and a chance to win a meet and greet with the band during their 2015 U.S. concert tour.Participating brands include Yoplait, Cheerios, Lucky Charms, Cinnamon Toast Crunch, Nature Valley, Fiber One, Pillsbury, Totino’s and more. Consumers can look for opportunities to win any of the prizes at select retail locations between fall 2014 and summer 2015.For more information about Musica y Sabor , fans can visit musicaysabor.com.

  • Cheetos

imageCheetos has created its own soccer team, Los Cheetahs, and tournament in response to America’s interest in soccer and to the rapidly growing Hispanic market and influence in America.As part of a new campaign, Los Cheetahs are scheduled to play their “rivals,” Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will go across the U.S. to showcase their footworkand the Cheetos brand. Los Cheetahs, a name inspired by the brand’s Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. The Cheetahs roster includes 48-year-old goalkeeper Jorge Campos. One of Mexico’s top players in the 1990s.
https://www.youtube.com/watch?v=2BvfHg-lSDY

  • McDonald’s

descarga (8)McDonald’s Corp. is planning to launch a new advertising campaign starting early next year with the slogan “Lovin’ Beats Hatin’” , aimed to spread happiness in the face of Internet hate.The slogan will not replace McDonald’s longtime tag “I’m Lovin’ It,” but give the fast food chain a broader marketing weight around the world.The campaign is expected to roll out on Jan. 1 and include a 60-second spot during Super Bowl XLIX, which airs on NBC on Feb. 1.

  • Kleenex

imagesThe Kimberly-Clark Corp. brand Kleenex has released a new marketing campaign. The #KleenexCare effort aims to get people talking about simple acts of kindness (involving sharing tissues) through a digital, social-media, public-relations and TV campaign.Kleenex will promote its Anti-Viral tissues as part of the effort. A TV ad from JWT, New York, breaking Nov. 3, shows a younger man sharing a Kleenex pack that has one tissue left with an older woman when she sneezes. Then, when he sneezes, she tears the tissue in half and shares it with him. A voiceover seeks people to share their Kleenex tissues with people in need and their stories at the campaign website KleenexCare.com. JWT’s WPP VML and Geometry Global are in charge of digital and shopper marketing respectively and Omnicom’s Ketchum handles PR.

  • Pitney Bowes

descarga (9)Pitey Bowes has tapped DigitasLBi to handle its’ Global media business and continue handling its digital strategy. DigitasLBiwill partner with Publicis Groupe agency Starcom to develop and execute the company’s media strategy across 12 markets. Pitney Bowes is a manufacturing company known for hardware, software and services related to packaging and shipping. As of June, it spent over US $1 million in media, according to Kantar Media.

  • InPulse Digital

descargaLatin America’s digital marketing agency InPulse Digital has moved its U.S. offices to Miami to better serve its growing roster of clients including  social media accounts for an array of popular Latino names. In addition, InPulse Digital directs cutting-edge digital campaigns for global content creators like E! Online, Univision, Sony Music, Universal Music Group, and Viacom, as well as for children’s brands like Mattel’s “Barney”  and “Strawberry Shortcake.” The new South Florida office will oversee strategy, sales and business development. The agency was started in the U.S. in 2004 and originally focused its efforts on developing technology to serve the music industry, but soon expanded its capabilities to include content marketing, app development, and social media strategies across the entire entertainment field. In addition to its new Miami office, InPulse Digital operates offices in Uruguay, Argentina, Mexico and Brazil.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Sebastian Flores is Marketing Communications Planning Associate at General Mills. As such he takes decisions for Multicultural Marketing and in particular for General Mills Box Tops For Education program, one of the nation’s largest school earnings loyalty programs that has been helping schools succeed since 1996. Portada interviewed Flores on the way the program is executed, particularly when it targets the Hispanic demographic.

Portada: We understand that you work with other companies also on the Box Tops Education program, like Boise and Haynes, is that right? If so, can you please tell us why?
BANNERS SECCIONES FINALSebastian Flores, Marketing Communications Planning Associate at General Mills:  “Yes. We partner with select brands that we believe align well with Box Tops for Education’svalues and purpose. These partnerships allow us to expand our reach, outside of General Mills’ core consumers, extending onto non-food products that. By reaching new consumers, Box Tops for Education is able to magnify its impact by making it easier for schools to earn money.

Overall participation of US Hispanics in the Box Tops for Education Program is considerably less than the general public/population

What is the engagement of Hispanics particularly in clipping Box Tops Education Coupons? how does it relate to the rest of the population?

S.F.: “Although overall participation of US Hispanics in the Box Tops for Education Program is considerably less than the general public/population, it is increasing rapidly. Our main challenge, and one we are tackling head on, is overall awareness of the program. We have found that once Hispanic consumers know we exist, their readiness and willingness to participate is outstanding.”

How do you market Box Tops Education program specifically towards the Hispanic population?
S.F.: “We use a variety of mediums to market Box Tops for Education. In the past, we invested most of our marketing energy and dollars on public relations, grassroots marketing, going door-to-door to recruit new program participants. This was extremely effective in program adoption and user acquisition (signing up new schools), but now, our marketing objectives have shifted towards driving awareness, which resulted in exploring high-impression driving mediums like television, social media platforms, and online radio. Partnering with a community influencer and well-known and relevant talent in the community simplifies and amplifies the delivery of the message. These campaigns are currently in market and results are still being measured, but so far numbers are reaching or exceeding expectations. The highest performing avenues are, not surprisingly, mobile and social, specifically Facebook.”

As we move into the 2015 marketing/advertising budget planning season, What are the main challenges you see, particularly as it pertains to market against the multicultural demographic?
S.F.: The main challenge when planning for 2015 as it pertains to multicultural consumer campaigns will be continuing to engage the target audience. There are many factors and cultural nuances that go behind every multicultural campaign. Looking specifically at a Hispanic-focused campaign, there are factors like level of acculturation, generational differences, country of origin, and language preferences that all play their role when it comes to targeting effectively. Many times the Hispanic consumer group is looked at as a one-size fits all, where one campaign will resonate with all Hispanics, but this is far from being true. The multicultural consumer is extremely unique and requires special attention when crafting language, messaging, and communication channels.”

 

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • General Mills-Shopper Marketing

descargaGeneral Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. The company previously used several smaller independent agencies. The WPP shops will provide ecommerce, multi-cultural, display and shopper insights and advertising support for General Mills brands from a creative and digital hub in Minneapolis and regional offices in key retail markets. For creative advertising, the company primarily uses Publicis Groupe’s Saatchi & Saatchi and Interpublic Group’sMcCann Erickson.General Mills brands include Cheerios, Yoplait and Betty Crocker. General Mills media planning and buying is done by Starcom Media Vest. Miami headquartered Media 8 manages the Qué Rica Vida platform, including all digital marketing, social media & content development. M8 also manages multicultural digital marketing for more than a dozen General Mills brands.

  • DishLATINO

descarga (7)DishLATINO has secured Mexican actor and director Eugenio Derbez to star in its new advertising creative, part of the brand’s overall “Me Conviene” campaign. The deal is a first for Derbez in the United States and the first celebrity tie-in for DishLATINO, part of DISH Network Corp. Derbez debuts this week in an integrated digital, TV, radio and print effort geared towards acquiring new customers and connecting with existing ones.The storyline of the new series of television commercials centers on Derbez’s journey to America, starting with the first commercial called “Aeropuerto.” Customers and fans will be encouraged to use #SiempreLatino on Twitter to share their experiences and further engage with Derbez and the new advertising spots.Derbez will interact with the programming and technology of DishLATINO. Throughout the fall and early 2015, DishLATINO will roll out ads portraying Derbez in vignettes of his new life in America.The new ads were developed by MARCA and HAVAS, DishLATINO’s creative and digital agencies, respectively.

 

  • Honda

descarga (8)Audio post facility Tono Studios was tapped by La Agencia de Orci to add its brand of audio magic to two new spots the agency created for Honda’s Summer Clearance Sale.Sound Designer/Mixer Felipe Valencia took the lead on the spots, providing all of the Foley work and sound design on the “Rocky”-like introduction to the first ad, dubbed “Training.” The lead actor goes through a strenuous and comical workout regimen before entering his local Honda dealership drenched in sweat.The second spot, “You Can Do This” involved the creation of background ambiances that supported the primary scene without giving away the punch line of the spot, in which it’s revealed that the character has been inside a car at the dealership.Spots can be viewed below:


 

  • Mitsubishi Motors

descarga (9)Mitsubishi Motors North America, Inc. has launched a national advertising campaign aimed at U.S. Hispanics. The campaign, developed by Grupo Gallegos, will target Hispanic consumers with advertising in TV, print and digital and will run through March 2015.The launch marks the first time since 2004 that MMNA has focused communications on the Hispanic market with a national campaign. The TV spot features footage of each of the three cars with a first-person voiceover sharing anecdotes about his family’s feedback on his car buying decision.

 

  • espnW/ WSF

14104674WGR_BRD-S4L_Logo_Export-01-231x300The Women’s Sports Foundation (WSF) in collaboration with espnW, have announced the “Sports 4 Life” grant initiative, a national effort to increase the participation and retention of African-American and Hispanic girls, ages 11-18, in developmental youth sports programs. Sports 4 Life seeks to effect sustainable improvement to the overall health and development of girls in these communities.The grants will empower organizations to provide coaching, curriculum, equipment, uniforms, transportation, facility rental, tournaments and/or team-building activities, all while fostering the Sports 4 Life benefits. Organizations can apply for grant funding starting today on www.WomensSportsFoundation.org/Sports4Life.Three model programs were selected: PowerPlay NYC in New York, NY ($10,000), Girls in the Game in Chicago, IL ($5,000) and Sporty Girls, Inc., Atlanta, GA ($5,000).The Foundation is currently accepting applications at www.WomensSportsFoundation.org/Sports4Life. The 2014-15 application deadline is December 17, 2014 and grants will be awarded in the spring of 2015.

 

  • Aflac

0Aflac has announced that it launched its first Spanish-language television commercial called “Heights,” which will air nationally on major Spanish-language networks through late November.Aflac has aired four Spanish television commercials to date, but they were adaptations of the company’s English language commercials. “Heights.” The commercial reinforces the theme of “protecting your plans” as the two characters discuss what’s most important to them.In addition to the television commercial, the campaign will be supported by several integration elements including local radio in select markets, digital banners, online videos and more.
https://www.youtube.com/watch?v=Mlwq5eDBvMU

 

  • RetailMeNot

enhanced-14099-1403999535-15RetailMeNot will launch “Cupones Para Ti,” the brand blog’s new Spanish-language channel.The Real Deal blog by RetailMeNot offers readers daily tips and trends for online shopping, as well as exclusive coupons. With the launch of Cupones Para Ti, the website will now lend itself to an entirely different segment of the market – the Spanish-speaking U.S. Hispanic consumer.As part of its new channel, RetailMeNot enlisted Latina fashion blogger and style expert Carmen Odroñez as their newest savings expert. Carmen is the founder of Viva Fashion blog and also a frequent fashion commentary contributor to outlets such as NBC, Telemundo, People en Español and Univision’s Despierta America.Carmen’s debut blog post features her most savvy money-saving shopping tips.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 25 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • General Mills: “Nature Valley Fruteria Bars”

General Mills is targeting Hispanic households with the launch of “Nature Valley Fruteria” bars featuring whole grain and visible pieces of fruit in very appealing flavors, including strawberry apple and mango strawberry. Snacks and health are two top priorities for General Mills’ top line growth in 2015 Ken Powell, CEO of General Mills said at a conference call with financial analysts last Wednesday. “ … Our No. 1 priority is to accelerate top-line growth,” he said. “We will do that by sharpening our consumer-first mindset with particular focus on four growing consumer groups — the growing middle class in emerging markets, U.S. multicultural families, millennials and consumers over age 55. With these growing consumer groups and our broad portfolio, there are plenty of growth opportunities and our plan is to go out and get them.”

  • Plaza Central

descargaHaving faced several legal obstacles from the city of Arlington, G.L. “Buck” Harris, who acquired roughly one-third of the defunct Six Flags Mall in December 2012, has announced the reopening of the Six Flags as a Hispanic-oriented shopping mall called Plaza Center. The grand opening events will run Aug. 1-15. Harris has already started advertising the mall’s availability on Spanish-language radio stations, after receiving a certificate of occupancy from the city of Arlington that allows him to start conducting business. Many of the spaces are leased to small shop owners. Harris has taken about five store spaces and is reopening them to sell antiques.So far, he has invested about US $10 million in the property, which includes what he paid to buy it from the International Bank of Commerce. Once the mall is profitable he will follow through with plans to donate it to Youth With. A Mission, a Christian volunteer group. Harris does not own all the former mall property. The former Sears store is owned separately; Dillard’s owns its space and operates a clearance center there; and Cinemark still operates a theater.Below a video oh Harris talking about the Hispanic-themed mall opening :

  • Content Equals Money

ZuzaRlOn_400x400Content Equals Money , a U.S.-based custom content writing company, is now offering two new services: Spanish language content and manuscript-length eBook content. CEM’s Spanish language services will include the same types of content that the company offers in English( blog posts, articles, white papers, social media content, site copy, press releases, and more.) Rather than offering translation, CEM is focusing on original Spanish content. The service is priced at US $10 cents per word.This offerings may have to do with the increase of buying power among Latinos who live in the United States.The second new service CEM is launching is a full manuscript option.This service guarantees a two-week turnaround on a 65-70k word manuscript. Clients can choose to order a full, hands-free eBook manuscript for US $5,500, a rate that includes ePub and .mobi formatting as well as two query templates. CEM offers nonfiction topics in business and marketing for this service.Clients may also choose to order editing and proofing services for a manuscript they have already created. This service is priced at US $2,500.A client can also provide a partial book or raw data that requires more than 10k words of writing or rewriting, which will be priced at the US $5,500. If the client needs less than 10k words, the service will be priced at the US $2,500 .

HONDA

descarga (1)Orcí, Honda’s agency of record for the U.S. Hispanic market, has announced the launch of its integrated advertising campaign #UnBuenFit (A Good Fit) for the new 2015 Honda Fit with TV spots starring comedian Felipe Esparza. The campaign, which made its debut June 24th, includes digital, experiential, and social media components.The bilingual campaign targets Hispanic millennials (18-34 years) and showcases ways in which the Honda Fit is “Un Buen Fit” for their lives. Orcí will also initiate and manage Honda’s Latino social media platforms (Twitter:@HondaLatino #UnBuenFit) during the duration of the campaign.

The agency created the following media elements for this campaign:
• Two :30 second TV spots in English and Spanish

http://youtu.be/BX_lYfUgsWA

http://youtu.be/Slmzw646ek4

• Two customizable spots for Honda dealers in both English and Spanish (dealers can customize offers and air independently)

http://youtu.be/fGkYLo1q6bQ

http://youtu.be/Xf1nVLR2InY
• One :15 spot in English & Spanish edited for social media platforms (Instagram, Facebook, Twitter, YouTube) and four additional :15 second vignettes for social media sharing

http://youtu.be/S-choq8d7lM

http://youtu.be/lSLQE_x20d4
• Two  Fit digital banners

Honda Fit front end in front of mural 22015Fit_unbuenfit

 

 

 

 

 

 

 

 

• Consumer engagement campaign on major social media platforms, that will include curating bilingual content on Honda-owned general market social media platforms

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Heinz

heinzHeinz has shifted Its US $250 Million Global Media Account to OMG and to IPG’s UM leaving incumbent Cramer-Krasselt out.While UM (Universal McCann) will handle the Heinz U.S. business, it is not yet clear how OMG media agencies PHD and OMD will split the international business. According to MediaPost , the company’s total ad spend, about 25% is in the U.S. Cramer-Krasselt, which did not participate in the review, continues to handle the creative account for now.The review followed the acquisition last June of Heinz by an investment consortium that included Berkshire Hathaway and 3G Capital.

 

  •  Frozen-Food Makers

frConAgra, General Mills, Kellogg, Nestle, Heinz and Hillshire Brands have joined to launch an US $30 million campaign  that aims to revive frozen-food sales, according to an Ad Age report. The campaign, titled “Frozen. How Fresh Stays Fresh,” will try to portray freezing “as nature’s pause button.” McCann will be the lead creative agency. The campaign will include TV, digital and print. The strategy is unusual, but the entire category has been negatively impacted by consumer apathy reason why all these competitor have joined forces.

  • Kraft

Kraft Foods Group brand is launching its “For Almost Everything. Almost” new campaign that plugs the sauce for everything from pork to tofu.CP&B, Los Angeles is the agency in charge of it.This marks the brand’s return to TV advertising after five-years . Consumer trends have changed, and Kraft did not have any other option but to broaden the sauce’s appeal. This new campaign will return the brand to its historic roots as a classic table sauce.It consists of two TV spots featuring the peculiar habits and tastes of some people.Here is ¨same siders¨spot:

http://youtu.be/-vs_dICP7eA

The brand is also presenting a video on Facebook and YouTube, showing how is breaking up with steak and how “friends” like  fish tacos, crab legs, green beans and more, like its status:

  • PriceRite

This summer, PriceRite will open its first New Jersey store in Garfield, a town where 32 percent of the 31,000 residents are Hispanic (2010 U.S. Census). The store will be owned by Inserra PriceRites, a family business which also owns and operates 22 ShopRite stores in New Jersey and New York. PriceRite stores have traditionally been corporately owned.Like other PriceRites, the 41,000 square foot store will offer a limited number of brands in a no-frills environment. PriceRite says products are priced at about half what they are in traditional supermarkets. PriceRite’s self-service format offers fresh produce delivered daily, packaged meats, baked goods, a variety of private label and national grocery brands and dairy and frozen food products. The Garfield location will feature some of the industry’s leading “green technologies,” including glass doors on dairy cases and energy-efficient lighting and refrigeration throughout the store. PriceRite operates more than 50 locations in the Northeast.

  • Buen Sabor

Buen Sabor has introduced eight ready-made frozen meals oriented around Hispanic cuisine but embodying new flavors and culinary techniques.From carne to frijoles, offerings from the new company contain all-natural ingredients. They include such dishes as Pastelon de Pavo Picante y Lentejas (Spicy Turkey and Lentil Pastelon), a one-dish meal of ripe plantains and turkey picadillo inspired from Puerto Rico and the Dominican Republic. Other new dishes include: “Buen Sabor products offer a convenient way to discover both old and new flavors of Latin American cultures in a way that is exciting for today’s modern, health-conscious consumer,” said Yvette Marquez-Sharpnack, author of “Muy Bueno” cookbook and founder of MuyBuenoCookbook.com. “These unique dishes offer those that crave Latin American cuisine something flavorful and attainable that no other food company has been able to do.” Buen Sabor launched in 2014. It is staffed by what it says are world-class CPG executives from Kashi, PepsiCo, Hain and Pinnacle Foods Group. These executives are working closely with a team of Hispanic chefs to dish up innovative foods. The first eight Buen Sabor products are now available in 32 states in many retail locations nationwide. Plans are in place to rapidly expand retail locations and product offerings.

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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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  • Capital One

Roger Garcia has been appointed as Hispanic Brand Manager at Capital One. The Mc Lean, VA, headquartered bank is working on a new Hispanic market strategy. Earlier in his career Garcia worked at Multicultural and Hispanic Marketing functions in companies including Miller Coors and Colgate Palmolive.

  • T-Mobile

T-MobileConill in Los Angeles has lost buying responsibilities for T-Mobile and the buying assignment has been consolidated with a Optimedia in Seattle, a Publicis Groupe agency. Hispanicad reports. (Conill (Saatch & Saatchi) is also owned by the Publicis Groupe).  Media buying for MetroPCS, a unit of T-Mobile will continue to be done by Dallas based TruMC. T-Mobile is currently taking on Verizon Wireless in terms of advertising and an LTE network expansion, arguing that Verizon’s ads on network coverage are misleading. The carrier is making that claim in connection with a major LTE net.

  • Sherwin-Williams

Sherwin-Williams announced the launch of its online Spanish platform www.SWLatino.com focusing on Hispanic homeowners, contractors and designers. Sherwin-Williams will feature tips, how-to articles and color information from leading Hispanic bloggers and Sherwin-Williams color experts. The new site, integrated with Sherwin-Williams Facebook and Twitter accounts, will connect Latino paint and color professionals, homeowners and designers with inspiring content in their own voice.”Tapping into the interests of our Hispanic consumers will enable us to more effectively engage with this community and provide content focused on paint products and color insights in a way that will appeal to this growing market,” says Jason Riveiro, multicultural marketing manager, Sherwin-Williams. “We feel that bringing in third-party experts such as Sonia and home and lifestyle bloggers will help round out the content and create an active channel.”

  • Subway 

subwayFor Subway, unlike digital, TV has proven to be still effective for advertising. The company was able to purchase a US$ 4 million slot the Friday before the Super Bowl, after an advertiser dropped out. However, the price the company paid was even lower than the going rate. It was a move that reflected how Subway is facing the challenges of the competitive landscape in the fast-food business and the rise of social media. According to Subway’s Chief Marketing Officer Tony Pace: “Most digital screens are too small to deliver maximum impact. In our business you can see results pretty quickly with television.”

  •  General Mills

g,millsGeneral Mills  will redirect Some TV Money to Target ‘Micro Markets’ via Digital.According to Chief marketing officer, Mark Addicks, the packaged goods company is changing its strategy and moving away from putting all its ad dollars into reaching mass audiences via TV to targeting what he calls ‘micro markets’ where brands can reach specific audience segments such as expectant mothers, or reach new audiences to advertize Betty Crocker as a dessert brand for barbecues.The company will still do mass appeal TV commercials for brands such as Cheerios, but it may also reach different segments of potential Cheerios customers at a lower cost with messages specifically targeted to their needs.

 

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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.

  • Mattel

For the first time Mattel is reaching out to Latinas with a message in Spanish for brands including Barbie, Fisher-Price and Hot Wheels. Previous campaigns were translations of English-language advertising for specific products. Other attempts to reach Latina mothers have included publications that Mattel distributes in doctor’s offices that are meant for pregnant women, the New York Times reports.“When we look across the toy industry, it’s been fairly sluggish for the past couple of years,” said Lisa McKnight, the senior vice president for marketing in North America at Mattel. “When we look at the Hispanic market, they represent about 15 percent of toy sales. If we spoke more directly, more deliberately and more authentically to Latina moms, we could really elevate the business and drive growth.” In order to reach its target audience with an authentic voice, Mattel hired the Axis Agency, a multicultural company that is part of IPG. The campaign is estimated to cost $1.5 million to $2 million. The centerpiece of the campaign, which debutws on Friday, is a television commercial that features a Latino family gearing up for the holidays. The young son, bursting with anticipation, lets his family know that he is waiting for his gifts to arrive. The ad plays on the word estoy by having the song say “ ’Toy esperando,” or “I’m waiting,” and “ ’Toy portandome bien,” or “I’m behaving myself.” The commercial then directs parents to toyfeliz.com, where they can download coupons for brands featured in the campaign that can be used at Walmart.In addition to the 15- and 30-second television spots on Univision networks in Los Angeles, Houston and Miami, 60-second radio ads will air in those markets on Univision-owned stations. Select Walmarts will also carry in-store marketing in Spanish.The campaign is expected to run through early January. Mattel is testing the campaign  in cities with large Latino populations to see how well it did and to conduct quantitative research on Latino consumers. A successful holiday campaign could have lasting implications for Mattel, McKnight said.

  • Fujitsu

FujitsuDentsu Aegis Network’s mcgarrybowen and Carat Enterprise have teamed to win the global Fujitsu creative and media assignment after a review. The agencies have been tasked with building the brand’s profile in markets outside Japan. The new account will be handled out of London.For Dentsu, it’s the second key win this week—its digital shop 360i won the digital assignment for Estee Lauder’s Clinique. For mcgarrybowen London, the win adds to a 14-month streak that also includes account awards from Tassimo, Toblerone, Branston and Honda.

  • General Mills-Pandora

General Mills is partnering with Pandora for the Pandora presents Music series. a The packaged-goods giant is ramping up its music-marketing game for the breakfast shake (Bfast), which takes aim at millennials that skip their morning meal. “Music is a huge part of all people’s lives, particularly young adults,” Betsy Frost, a senior marketing manager at General Mills, told Adweek. “All the consumer brands that have successfully come up in recent years—you’ve discovered them. There are certain channels of discovery, such as social media and friends’ advocacy. But we also think of Pandora as one of those discovery channels.”There’s also a cool social component to the push. An Instagram-enabled photo booth, dubbed Prinstagram, will be at the concert, which is being held on the grounds of Tinsel Town’s Americana at Brand mall. With online and offline viral in mind, attendees will be able to print their Instagram pics using hashtag #PandoraPresents.

  • Fusion partners

Fusion –the news, pop culture and satire network from ABC and Univision– announced the brands that have signed on as launch partners. They include Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

  • NYSE

NYSE in partnership with ImpreMedia’s El Diario La Prensa has introduced “Conozca los Mercados Financieros: Guía Básica Bilingüe”. The objective of the financial guide, in English and Spanish, is to increase the knowledge about the financial markets in the Hispanic community.

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What is content marketing and why is everyone talking about this? These are some of the questions that will be addressed starting Tuesday morning, as a group of brand marketers, publishers and advertisers gather in Miami for the Latin Content Marketing Forum, organized by Portada Magazine, at this city’s Intercontinental Hotel.

Kicking off Tuesday’s agenda was Jennifer Leen Berglund, interactive marketing manager, multicultural marketing at General Mills, who who encouraged the audience to tap into quality, relevant content to associate with their respective brands.

“Content is your new way to market,” said Leen Berglund, who showcased some insights behind Qué Rica Vida, a General Mills initiative that targets Latina moms in the U.S. by providing them with culturally relevant content information and advice with a particular focus on food.

Que Rica Vida recently partnered with Outbrain, which has helped served Que Rica Vida’s links on other sites and high-profile publishers, including People en Español or Univision.com. Also display advertising. “I believe there is a role, but when I try to drive somebody deep into my content, I’ve been more successful with platforms like Outbrain.”

Que Rica Vida has a mobile app, but the company’s focus has been on the relaunch of its website, but Leen Berglund acknowledges a lot of the traffic coming to their site comes from a mobile device.

The results, so far, have been “great,” says Leen Berglund. Traffic to Que Rica Vida in April was 35% higher than prior year; while traffic from organic search is up 350% over August 2012.

General Mills’ Que Rica Vida Key Learnings

• Put away the campaign mentality. Your content has to be on, all the time
• Bilingual is critically important, but presents challenges
• Know your audience: In the case of General Mills, it has learned its audience is mobile heavy and highly visual

 

 

What is content marketing and why is everyone talking about this? These are some of the questions that will be addressed starting Tuesday morning, as a group of brand marketers, publishers and advertisers gather in Miami for the Latin Content Marketing Forum, organized by Portada Magazine, at this city’s Intercontinental Hotel.

Kicking off Tuesday’s agenda was Jennifer Leen Berglund, interactive marketing manager, multicultural marketing at General Mills, who who encouraged the audience to tap into quality, relevant content to associate with their respective brands.

“Content is your new way to market,” said Leen Berglund, who showcased some insights behind Qué Rica Vida, a General Mills initiative that targets Latina moms in the U.S. by providing them with culturally relevant content information and advice with a particular focus on food.

Que Rica Vida recently partnered with Outbrain, which has helped served Que Rica Vida’s links on other sites and high-profile publishers, including People en Español or Univision.com. Also display advertising. “I believe there is a role, but when I try to drive somebody deep into my content, I’ve been more successful with platforms like Outbrain.”

Que Rica Vida has a mobile app, but the company’s focus has been on the relaunch of its website, but Leen Berglund acknowledges a lot of the traffic coming to their site comes from a mobile device.

The results, so far, have been “great,” says Leen Berglund. Traffic to Que Rica Vida in April was 35% higher than prior year; while traffic from organic search is up 350% over August 2012.

General Mills’ Que Rica Vida Key Learnings

• Put away the campaign mentality. Your content has to be on, all the time
• Bilingual is critically important, but presents challenges
• Know your audience: In the case of General Mills, it has learned its audience is mobile heavy and highly visual

 

What is content marketing and why is everyone talking about this? These are some of the questions that will be addressed starting Tuesday morning, as a group of brand marketers, publishers and advertisers gather in Miami for the Latin Content Marketing Forum, organized by Portada Magazine, at this city’s Intercontinental Hotel.

Kicking off Tuesday’s agenda was Jennifer Leen Berglund, interactive marketing manager, multicultural marketing at General Mills, who who encouraged the audience to tap into quality, relevant content to associate with their respective brands.

“Content is your new way to market,” said Leen Berglund, who showcased some insights behind Qué Rica Vida, a General Mills initiative that targets Latina moms in the U.S. by providing them with culturally relevant content information and advice with a particular focus on food.

Que Rica Vida recently partnered with Outbrain, which has helped served Que Rica Vida’s links on other sites and high-profile publishers, including People en Español or Univision.com. Also display advertising. “I believe there is a role, but when I try to drive somebody deep into my content, I’ve been more successful with platforms like Outbrain.”

Que Rica Vida has a mobile app, but the company’s focus has been on the relaunch of its website, but Leen Berglund acknowledges a lot of the traffic coming to their site comes from a mobile device.

The results, so far, have been “great,” says Leen Berglund. Traffic to Que Rica Vida in April was 35% higher than prior year; while traffic from organic search is up 350% over August 2012.

General Mills’ Que Rica Vida Key Learnings

• Put away the campaign mentality. Your content has to be on, all the time
• Bilingual is critically important, but presents challenges
• Know your audience: In the case of General Mills, it has learned its audience is mobile heavy and highly visual