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PepsiCo’s Manzanita Sol, Daniel’s Jewelers… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • PepsiCo’s Manzanita Sol

 

Manzanita Sol, the refreshing and beloved Mexican apple flavored soda from PepsiCo, is kicking off Día de los Muertos celebrations with the launch of its Celebrar y Recordar campaign – an ode to remembering and honoring loved ones – with limited-edition packaging and US$25,000 in grocery giveaways total towards families’ holiday feasts thanks to Manzanita Sol, Pepsi Real Sugar, and Crush. As fans prepare traditional recipes and ofrendas for Día de los Muertos, Manzanita Sol wants to help fans make this year’s celebrations the biggest yet with US$100 gift cards across five major cities. Consumers who seek out and share photos of the limited-edition bottles of Manzanita Sol, Pepsi Real Sugar, or Crush available exclusively at select retailers can enter to win one of 250 gift cards to support their Día de los Muertos festivities. The brand tapped Mexican artist Totoi Semerena to design the limited-edition packaging for Manzanita Sol, Pepsi Real Sugar, and Crush. The Yucatán-born illustrator captured the vibrancy of the holiday with three new designs featuring celebrated Día de los Muertos icons including Xoloitzcuintli, revered as the spirit guide to the kingdom of the dead, La Catrina, one of the strongest and most recognizable symbols representing the relationship Mexicans have with death, and La Calavera, or skeleton, a playful symbol of life after death. Fans in Chicago, Los Angeles, Phoenix, Houston, and Dallas have until November 3 to enter by posting a photo of their limited-edition Manzanita Sol, Pepsi Real Sugar or Crush on Twitter with #ManzanitaSol #Sweepstakes and @ManzanitaSolUS, or by submitting their photo via ManzanitaSolDDLM.Fooji.com, for a chance to win a US$100 gift card to their local grocery retailer. Participating retailers, based on city, include: Los Angeles – El Super and SuperiorChicago – Cermak Fresh, Phoenix – Fry’s, Houston/Dallas – HEB NO PURCHASE NECESSARY. Sweepstakes began at 12 AM ET on 9/28/22 and ends at 11:59 PM ET on 11/3/22. Open to legal residents of Los Angeles, CA, Chicago, IL, Dallas, TX, Houston, TX or Phoenix, AZ who are 18 years or older at the time of registration/entry. Full rules and regulations can be found here.The limited-edition packaging is available now at select stores in 20oz, 2L bottles and 12 pack 12oz cans across Manzanita Sol, Pepsi Real Sugar, and Crush Orange, Grapefruit, and Strawberry products.

  • Daniel’s Jewelers 

Daniel’s Jewelers, the 107-store California-based chain that primarily targets the Hispanic market, is opening its first stores on the East Coast. The company plans to open three stores in Miami next year. Those will be followed by additional stores near Tampa, Fla., and around Atlanta. Since 2015, the company has been slowly but surely expanding outside its home base of California. Its first expansion was into Arizona, followed by Nevada, then Houston and New Mexico. According to the brand’s CEO, the chain has been successful in targeting the Hispanic market because it has deep roots in the community. Daniel’s has been owned by Palladium Equity Partners, a private equity firm, since 2014. Currently, the company’s biggest sellers are lab-grown diamonds, which now comprise about half its diamond sales; Cuban chains; and heavy link chains.

 

  • Cardenas Markets

Cardenas Markets has introduced two-hour same-day grocery delivery via Amazon, serving customers in the California communities of Indio, Pomona, Murrieta and Pittsburgh, as well as in Las Vegas. To celebrate the new offering, Cardenas and Amazon are offering a 15% off US$50 promotion for new customers. The new offering with Amazon demonstrates Cardenas Market’s robust e-commerce efforts, and in the coming months this offering will be available in more locations throughout its geographical footprint, according to Cardenas´ CMO Adam Salgado. Cardenas delivery is available through the Amazon.com shopping app or at www.amazon.com/cardenas for a flat delivery fee for Prime members. One of the largest Hispanic grocery chains in the country with stores in California, Nevada, and Arizona, Ontario, Calif.-based Cardenas operates 50-plus stores under the Cardenas Markets banner, seven stores under the Los Altos Ranch Markets banner, five stores under the Rio Ranch Markets banner and one store under Cardenas Ranch Markets banner. Seattle-based Amazon is No. 2 on The PG 100, Progressive Grocer’s 2022 list of the top food and consumables retailers in North America.

  • P&G

To bolster their longtime commitment to and deep support of the Hispanic community, trusted P&G brands such as Gillette, Always, Crest, and Oral-B are joining forces with Major League Soccer, Hispanic Star, and other stakeholders in the soccer ecosystem to launch Capitanes del Futuro, a unique program that harnesses the passion for soccer to prepare the next generation of Hispanic leaders. Parents, teachers, coaches and other mentors are encouraged to enroll Hispanic youth in the free Capitanes del Futuro program at: https://capitanesdelfuturo.org. Registration provides students with access to inspiring educational videos and a multi-year curriculum consisting of both physical and digital courses intended to develop promising young Hispanic students into the future leaders of America. Active participation in the program will also unlock access to scholarships, apprenticeships, internships and more. Many Hispanic youths don’t realize that for each MLS player on the field, there are 10-15 people behind the scenes, and those people represent exciting career opportunities. In partnership with Hispanic Star and six MLS clubs – Inter Miami CF, FC Cincinnati, Austin FC, Los Angeles Galaxy, New England Revolution, and most recently New York City FC – more than 150 Hispanic youth have already attended immersive Capitanes del Futuro events at MLS stadiums and training centers. Hispanic youth nationwide from marginalized neighborhoods were inspired by the wide breadth of career opportunities through workshops led by MLS club staff. These workshops, which provide behind-the-scenes perspectives on the social media, marketing, match day operations, business management, community relations, technical and other club departments were all filmed and will be available on the Capitanes del Futuro website and app. Along with the workshop videos, the Capitanes del Futuro digital library also includes inspiring videos in which legendary sportscaster Fernando “El Presidente” Fiore interviews top MLS players who share stories about their mentors and role models, including some stories which have never been shared before. In addition to inspiring content and resources from MLS, P&G is also connecting these students with other prominent players in the soccer ecosystem. For example, Televisa Univision joins as the lead media partner and will be producing virtual master classes to introduce students to different professional disciplines across their various media properties. Televisa Univision will also be working closely with P&G and Hispanic Star to craft other specific curriculum and plans to offer internships to some of the most engaged students in the Capitanes del Futuro program. P&G is very grateful for Televisa Univision’s support and welcomes other partners to join the effort. P&G will also be launching an app that includes gamified learning tools and additional resources for students. Parents, teachers, coaches and other mentors are encouraged to enroll Hispanic youth in the free Capitanes del Futuro program at: https://capitanesdelfuturo.org.

Pepsico, Nike, Unilever…. and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Unilever

Unilever has reappointed Mindshare (WPP) to handle global media duties covering top markets including the U.S., and the UK.  The pitch comprises all integrated services and is Unilever’s first global media review in six years. Unilever confirmed that Mindshare remains its largest media partner, with a brief almost seven times larger than that of the next closest agency and representing almost 80% of the total Unilever media business. Mindshare also holds comms planning and search briefs. Unilever’s EVP, global media, Luis Di Como, said it is grateful to all the agencies who have worked collaboratively with the brand over the course of many years and is excited to be continuing its journey with agency partners, existing and new. WPP’s Mindshare retained Unilever’s U.S. media account but lost assignments in Canada and several European markets to Omnicom’s PHD and new Unilever roster entrant Havas in a global media review. Initiative retained the Latin American markets.
Mindshare recently launched its new market proposition, Good Growth, a belief that in the platform age of global digital platforms, consumers have more power than ever. Hence, brands must deliver value and also align to their values if they want to drive “Good Growth”. Meanwhile, Unilever’s Get On the Frontline strategy believes that business does not start at the top line or the bottom line, but on the front lines of society and that brands have a significant role to play in tackling many issues facing the planet and society.

  • PepsiCo 

PepsiCo

BODEN, a Hispanic-owned communications agency, secured PepsiCo as a client to spearhead creative and public relations efforts for its new multi-year platform aimed at strengthening Hispanic-owned small businesses. BODEN is responsible for the program’s brand identity including its distinctive name (PepsiCo Juntos Crecemos), as well as the development of the platform’s public relations and social media strategy. PepsiCo Juntos Crecemos is a US US$50 million platform aimed at strengthening Hispanic-owned businesses, specifically restaurants, bodegas and carnicerías (meat markets), addressing foundational business challenges, and supporting business growth over the next five years. As part of the Juntos Crecemos platform, The PepsiCo Foundation launched the IMPACTO Hispanic Business Accelerator which will provide US$10 million in funding to help 500 Hispanic small food and beverage business owners in 13 cities across the U.S. grow their enterprises over the next five years. Juntos Crecemos is part of PepsiCo’s Racial Equality Journey Hispanic Initiative, a US$172 million set of commitments launched in October of last year to uplift Hispanic communities and businesses and increase Hispanic representation within PepsiCo. Esperanza Teasdale, VP & General Manager at PepsiCo’s Hispanic Business Unit, told Portada, that her Hispanic business unit “independently determines strategy, commercial tactics and, most importantly has a dedicated advertising and marketing budget.”

  • Nike 

How can young soccer players stand out when competing in the world’s most popular sport? According to Nike Soccer Camps, it starts with a unique blend of serious fun and expert instruction.That’s why they’ve partnered with some of the top facilities and coaches in the country to shape their fall and winter camps. These high-demand sessions are first-come, first-served, so if players want to secure their spots, they should sign up fast at one of the locations below.

  • Nike Soccer Camps and Player One have come together to shape a unique, player-centric approach to training – while still providing a fun experience in Saratoga. 
  • .The Prospect Soccer Academy is an elite, independent coaching academy based in Southern California. They’re dedicated to developing the next generation of talent by recruiting players of all ages with a desire to improve their game at any level..Learn more about Nike Soccer Camp at Prospect Soccer Academy. 
  • Camp Director Mike Brizendine made a name for himself by rebuilding the Virginia Tech men’s soccer team and leading two of their players to be drafted in the top-30 of the MLS SuperDraft. Now he and his expert staff are excited to help young players master proper fundamentals, techniques and knowledge of the game at this premiere camp in Virginia Beach.
  • Fredericksburg Field House is another Virginia camp led by Mike Brizendine and his team, this location is designed for players of all abilities and will help them learn through a mix of drills, games and competitive play while providing the perfect blend of instruction and fun.
  • Liverpool FC International Academy – New Jersey: Players who want to learn and play “The Liverpool Way” should check out this elite camp in Delanco, New Jersey.Players can choose between November and December sessions, which both feature the same world-renowned training experience.
  • Liverpool FC International Academy – Space Coast Sports Complex: this camp takes place at the Space Coast Sports Complex in Cocoa, Florida.
  • Sierra Canyon School: Director Chris Bonawandt wants to ensure every camper walks away from this program a better player than before.

US Sports Camps, the licensed operator of NIKE Sports Camps,  is the world’s largest sports camp company with over 1,000 camps in 16 different sports serving more than 100,000 campers in 2019. 

  • Crediverso 

Crediverso, the Hispanic-owned personal finance products company, has launched a first-of-its-kind bilingual platform and a financial products marketplace tool to serve the 62M+ Hispanic consumers in the U.S., who are 2-3x more likely to be underbanked than the rest of the population.The free and all-inclusive bilingual digital platform is 100% designed for and fully dedicated to the Hispanic community. It provides consumer access to fresh, relevant, and unbiased content, including comparison tools, a free credit check, and marketplaces to choose the best credit card, insurance and loan options, and the cheapest and safest way to send money internationally. Crediverso also offers a live forum moderated by Spanish-speaking expert advisors, including personal finance experts and celebrities.Crediverso is powered by a community of users as well as expert commentary. Users can interact with influencers and celebrities from the Hispanic community and see relevant Spanish-language news. Crediverso aims to provide the tools to empower consumers by expanding benefits to make financial health and economic prosperity available to all of the Hispanic community. Even though Hispanics make up nearly 20% of the country’s population, banks typically spend less than 4% of their marketing budget on them.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Cardenas Markets

Same-day delivery service, Shipt and popular west coast grocery chain,Cardenas Markets, announced a new partnership bringing same-day delivery of Cardenas Markets fresh and authentic products to more customers just ahead of Hispanic Heritage Month. Customers on the Shipt marketplace can now enjoy added convenience with home delivery of their favorite crisp produce, herbs, and ingredients from Cardenas Markets – hand picked and delivered in as soon as one hour. To celebrate the launch, Cardenas Markets is revealing a snapshot of their most purchased items that are now available on the Shipt Marketplace.  From freshly baked bolillos and tortillas made daily from scratch to delicious pastries, perfectly ripe produce, and fresh meat, customers will have everything they need at their fingertips. Shipt is adding to the celebration by offering customers the opportunity to receive a US$10 credit with their first Cardenas Markets purchase of US$50 or more on the Shipt Marketplace (promotional offer valid through 9/14). New customers can sign up and learn about availability in their area by visiting shipt.com/cardenasmarkets or by downloading the Shipt app.To build an order, customers can select Cardenas Markets, browse categories, and search for their favorite products and ingredients to build an order. Customers can rely on their personal shopper to browse Cardenas Markets’ aisles selecting the best cuts of specialty seasoned seafood, chicken, beef, or pork and the ripest seasonal fruits and vegetables from the USA and Latin America. After stocking their cart with their favorite items, they will schedule their delivery and place the order. Once placed, a Shipt Shopper responsible for accurate and complete order delivery will carefully select each item and deliver them directly to their door.

  • Sephora 

Sephora unveiled its first-ever Black-owned brands campaign to further recognize and celebrate the contributions that Black culture and Black innovators have made to the beauty industry, including the array of products, available for all beauty consumers. The campaign follows the launch earlier this month of a short statement film called “Black Beauty is Beauty” and highlights Black-owned brands and founders, including PATTERN by Tracee Ellis Ross, Briogeo, adwoa beauty, BREAD BEAUTY SUPPLY, Fenty Beauty, Forvr Mood, PAT McGRATH LABS, LYS Beauty, Danessa Myricks Beauty and Fashion Fair.In addition to the campaign, Sephora also unveiled the following initiatives to support its ongoing DE&I commitments:

      • Sephora Favorites Kit: Sephora will launch a first-ever Sephora Black-Owned Brands Favorites Kit, with proceeds going to the 15 Percent Pledge. Participating brands include, adwoa beauty, BREAD BEAUTY SUPPLY, Briogeo, Fenty Beauty, Fenty Skin, PAT McGRATH LABS and Shani Darden Skin Care.
      • Sephora Accelerate 2022: applications are open for Sephora Accelerate 2022. This program creates a foundation, network, and ecosystem for brands to launch and thrive, and will continue to focus on BIPOC-founded and owned brands as part of Sephora’s commitment to increasing BIPOC representation in its assortment. 
      • Black Beauty is Beauty Statement Film: Sephora recently produced the “Black Beauty is Beauty” statement short film to shine a light on the underrecognized contributions of Black influence on the beauty industry. 
      • Sephora Color IQ: Sephora announced it will unveil its new Sephora Color iQ foundation matching service instore, which will feature new AI technology, to provide a best-in-class experience for all clients to find their best foundation match.

Sephora’s equity journey is rooted in sustained seismic change through its comprehensive plan named the Sephora D&I Heart Journey, the retailer has committed to tackling bias and promoting equality across all aspects of their organization. Sephora will continue this progress across all facets of their business, with a growing, diverse assortment of brands and a more inclusive and equitable shopping experience for all. 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

 

 

Erick Scheel, President, PepsiCo, Latin American Beverages, will be one of the major brand marketing luminaries to speak at Portada Live on September 22, our exclusive knowledge-sharing and networking event for brand marketers. 

Scheel will speak together with Roberto Ramirez Laverde, SVP, Marketing and Communications LAC, Mastercard and Alejandro Fosk, Senior VP ComScore Latin America on the topic of Social Impact and Sustainability Marketing, a collaborative knowledge-Sharing Sessionpresented by JeffreyGroup.  They will be diving deep into the all-important topic of purpose-driven marketing, social impact and sustainability. The session  will be moderated by Brian Burlingame, CEO, JeffreyGroup.

According to the Euromonitor Lifestyles survey, Latin America is the region that is most concerned about climate change and shows the greatest interest in generating positive change in the environment. At the same time, the pandemic has accentuated the need for immediacy and safety, which has resulted in a greater demand for single-use plastics, a trend that is partly influenced by the e-commerce and delivery boom. At the above-mentioned session, PepsiCo Latin American Beverages Scheel, Mastercard’s Ramirez Laverde and ComScore’s Fosk will be discussing why over the last 18 months purpose-driven corporate initiatives have become an indispensable requirement for successful marketing.  They will be examining the dos and don’ts in social impact marketing as well as looking into how PR and advertising efforts translate into brand and sales lift.

Latin America is the region that is most concerned about climate change and shows the greatest interest in generating positive change in the environment.

Erick Scheel: Focus on Driving Growth In a Sustainable Way

Erick Scheel
Erick Scheel, President PepsiCo Latin America Beverages

As President of PepsiCo Latin America Beverages, Erick Scheel’s focus is on driving growth for PepsiCo’s beverages business and talent in the region. Together with its bottling partners, he leads the business in a sustainable way that produces a positive impact on the planet and our communities. Having worked in the beverage industry in several countries throughout Latin America has allowed him to gain a deep understanding of the beverage industry as well as the needs of consumers in each market. Scheel’s vision, innovative leadership style, and focus on empowering diverse teams, allowed him to successfully lead PepsiCo LAB through the many challenges posed by the pandemic. Throughout his career of over 30 years, Scheel has held leadership roles both in PepsiCo and its bottling partners Gepp and cbc, including areas such as Portfolio Strategy, Sales Transformation, Commercial, Franchise and General Manager. Scheel holds an M.S. in Chemical Engineering from the Universidad del Valle in Guatemala, an MBA from the Universidad Francisco Marroquin in Guatemala, and holds a diploma from the Business Strat Program at IMD Business School.

Facebook, Pepsico, Constellation Brands, Inc, American Eagle Outfitters, Coca Cola, T‑Mobile, Mike’s Hard Lemonade,Reborn Clothing Co,SKYY vodka… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Facebook

FACEBOOKFacebook is launching a national campaign, ‘Good Ideas Deserve To Be Found’ that brings to life the power of personalized ads for people and businesses. The campaign spotlights good ideas like Goat House Farm, reaching both small businesses and consumers through digital, TV and audio advertising launching on 2/25.The consumer marketing creative was developed by Facebook’s Creative X team in partnership with Droga5. The videos were directed by David Wilson and spoken by the legendary ‘voice of ideas’ Grace Jones. Every day, people come to Facebook to connect with the things they care about – from Groups, to charities to Watch shows, like Red Table Talk. The same personal preferences that allow people to discover and connect with content also enable people to discover businesses, services and products, all through personalized ads. Right now, enabling this discovery is more important than ever. Small businesses are at the greatest risk of losing their business during this time of economic hardship.That’s why Facebook is introducing new tools and products with small business growth in mind:

– Simplifying Ads Manager to make it easier for SMBs to get started and use personalized marketing plans to increase the value of their advertising investment. 

– SMBs are being asked to do more with less; so the company is continuing to waive fees for businesses selling with Checkout on Shops through June 2021, and as shared previously, for paid online events until at least August 2021.

– Restaurants have been hit particularly hard by the pandemic, so Facebook is introducing new options to note what type of dining experience is available, and making this easy for people to see in Businesses Nearby. It has also added a new menu tab on Pages so businesses can upload their menu directly to their Page.

– Updating the business resource hub on Facebook and Professional Dashboard on Instagram with more information on how personalized ads work.  

  • PepsiCo 

PEPSICOe.fundamentals, a digital shelf analytics provider, announced a partnership with PepsiCo’s, Inc. to power its eCommerce growth.The strategic partnership is designed to support PepsiCo with critical digital shelf performance analytics technology and best-in-class eCommerce expertise to deliver powerful intelligence for PepsiCo’s brands in 10 different countries from across European and UK e-retail partners including France, Germany, Spain and the UK. The partnership empowers PepsiCo to use retailer category eCommerce analytics data to optimize their search positioning and product visibility on retailers like Amazon, Tesco and Carrefour.

  • Constellation Brands, Inc

cbConstellation Brands, Inc., a leading beverage alcohol company, announced new and expanded responsibilities for two members of its Executive Management Committee, effective March 1, 2021. Jim Sabia, who has served as Constellation’s Executive Vice President and Chief Marketing Officer since 2018, has assumed the newly created role of Executive Vice President and Managing Director, Beer Division, with responsibility for leading the division’s operations services and commercial business functions. Constellation’s Chief Marketing Officer role will remain open in the near-term, but given the importance of this role to the company’s long-term growth aspirations, Constellation will look to fill this position over time. 

Mallika Monteiro will assume expanded responsibilities as Executive Vice President and Chief Growth, Strategy and Digital Officer. In addition to her current responsibilities leading the company’s growth and strategy functions, she will assume added responsibility for leading the company’s media initiatives, including digital marketing, 3-Tier ecommerce, and Constellation Ventures (which focuses on investing in early stage start-ups in the beverage alcohol space and adjacent categories).

  • American Eagle Outfitters

American EagleAmerican Eagle Outfitters® , a leading global specialty retailer offering on-trend clothing, accessories and personal care products, has named VaynerMedia as its new media agency. 360i was the media incumbent since  2019.  American Eagle´s advertising costs in 2019 were of US$151 million. 

 

 

  • Coca-Cola

COCA COLACoca-Cola has doubled down on its strategy to cut down its portfolio and switch investment to its core brands, while also planning to bring marketing investment levels back to pre-pandemic times to boost growth. CEO James Quincey said the company’s long-term growth will be “powered” by its core brand portfolio. The company slashed its portfolio from 400 brands to 200 last year.Quincey signalled the company will look to increase marketing budgets again to levels seen in 2019, but only once the vaccination rollout is more progressed and lockdown measures are eased. For comparison, the company spent around $4.3bn (£3.1bn) on marketing in 2019.He said marketing investment will need to be at “similar” levels to those seen in 2018/2019 in order to “drive top line and margin increases” consistent with the company’s growth forecasts.

 

 

Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • T‑Mobile 

tmobileT-Mobile amped the company’s Magenta Unlimited 55 plan, adding Netflix on Us for families and a MAX tier with unlimited Premium Data, so clients can’t be slowed down no matter how much data you use. That’s all available today. And, coming soon, 55+ customers can add up to four lines, up from two.55+ customers in all 50 states can get TWO unlimited lines of Magenta Unlimited 55, TWO free smartphones with 24 monthly bill credits for just US$70 per month with talk and text and unlimited data including 5G access on America’s largest and fastest 5G network.Americans 55+ rely on their smartphones more than ever these days. In fact, over the past two years, smartphone adoption has jumped from 70 percent to 77 percent[1] among this group, and baby boomers are the fastest growing segment of mobile users spending 30% more time on mobile than they did a year ago. [2] And 92% of Americans over 55 live somewhere other than Florida.[3]Both plans — Magenta Unlimited 55 and Magenta MAX Unlimited 55 – are packed with other perks like including monthly taxes and fees and free stuff every week from T-Mobile Tuesdays, which can add up to HUNDREDS more dollars saved every year.

  • Mike’s Hard Lemonade

Mike´sChicago-based flavored malt beverage supplier Mike’s Hard Lemonade Co. has named Work In Progress LLC creative agency of record. The agency will focus on continued growth for the company, including the launch of a new product, Mike’s Hard Lemonade Seltzer.Mike’s also produces and sells Mike’s Hard Lemonade and Mike’s HARDER Lemonade.The new creative will launch in March and continue throughout the year, Mediapost reports. 

 

 

 

 

 

  • Reborn Clothing Co. 

rebornFrench/ West/ Vaughan (FWV), one of the nation’s 20 largest independently-held public relations and integrated marketing agencies, has been selected by Reborn Clothing Co. to support the brand’s integrated marketing strategy development and execution. Reborn Clothing Co. is a textile upcycling company on a mission to turn consumer and corporate waste into new, useful items.This is the company’s first agency partnership. The review included several agencies in the Raleigh, NC area.Reborn Clothing Co. started as a way for individuals to get clothing out of the back of their closets and made into new products, but the company quickly discovered an opportunity for textile waste reduction on a larger scale. Today, Reborn offers sustainable solutions to consumers and organizations of all sizes. Operating from manufacturing facilities in North Carolina, Reborn works with top brands, colleges and universities to transform surplus branded apparel and textile waste into enduring products.

  • SKYY vodka

Campari’s flagship vodka SKYY vodka appoints Minneapolis-based MONO as 1st global AOR, following a five month review. Mono will be responsible for developing a global creative platform across multiple international markets launching in the first half of the year, which will run across a variety of media channels. The appointment comes as Skyy Vodka is preparing a brand repositioning including a new recipe and packaging, following years of sales declines.

 

 

 

 

  • Zippo

zippoWorld Famous lighter brand Zippo appointed Ogilvy as its creative, PR and social agency partner, following a competitive review.Ogilvy will work with the brand via an integrated team combining expertise across creative, influencer marketing, media relations, performance media and social strategy. Led out of Ogilvy New York, the team will draw on talent from across Ogilvy’s global network spanning 132 offices in 83 countries.

 

 

 

Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

New marketing director for Uber, promotions at PepsiCo & more changing places Latam. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places Latam here.

 

New Marketing Director at Uber

new marketing director uberUber has announced the arrival of Felipe Burgaz, who will take on the role of Marketing Director, Latin America. He has three decades of experience in the technology, CPG, and beverage industries, and he’ll be in charge of promoting Uber’s products and services in the 15 markets where it is present. Burgaz previously served as Marketing Director for the Mexican region at Amazon.

 

 

Promotions at PepsiCo

PepsiCo has promoted Ricardo Arias-Nath from SVP / Chief Marketing Officer & GM Beverages Latin American Markets to SVP / Business Strategy and Transformation, Chief of Staff, Latin America. He first joined the company in 2008.

 

 

 

In addition to Ricardo’s promotion, colleague Eric Melis, previously Sr. Marketing Director, Carbonated Soft Drinks Category, Latam Region, has announced a new role at PepsiCo. He is now VP, Marketing, PepsiCo Foods, Central America, Caribbean & Southern Cone.

 

 

 

And More Changing Places Latam

Payment solutions company Ingenico Group Mexico has tapped Rodrigo Islas as its new Marketing and Communication Manager. He previously filled the role of Brand Manager at American Express Mexico.

 

 

 

 

The Coca-Cola Company has promoted Constanza Flores to Senior Director, Fanta Latin America. She first joined the company in 2009 as Knowledge & Insights Director, South America, and most recently served as Marketing Director, Sparkling Beverages, South America.

 

 

 

Daniel Galvan Duque, Marketing Director for Flavored CSD’s at Gepp PepsiCo Mexico tells Portada about their Consumer Engagement Cycle for reaching audiences through meaningful experiences, heartfelt stories and open conversations. You may know everything about your consumers nowadays – what they wear, where they go, what they eat, and even what they need and when they need it. Perhaps your brand has been paying close attention for years. But have your brand’s consumers been paying attention to you? Read on to see how Gepp PepsiCo Engages the Mexican Consumer.

 

Interview conducted by Alejandra Velazquez

Daniel Galvan Duque, Portada, Brand Marketing
Daniel Galvan Duque, Gepp PepsiCo Mexico @gepp

The Power of Storytelling

PepsiCo has been mastering the Consumer Engagement Cycle for decades. Their beverage portfolio is relatable, and their strongest brands have been household names for the fashion, music, and sports industries for decades. This isn’t just about what people like, it’s about how people live. Melding into consumers memories of meaningful events gives brands a backstage pass into people’s experiences. And once they’ve shared an experience, it’s how the story gets told.

El Peluches: Creating Engagement Through Passion

When people don’t immediately skip your ad, you know you’ve hit a home-run. “Truth is, in an era populated with so many brands, communication, and content, the challenge is grabbing people’s attention,” says Daniel Galvan Duque, the man behind PepsiCo’s marketing strategy. In August 2016, Gatorade partnered with Alejandro “El Peluches” Ruiz, a man who runs marathons wearing a vest covered entirely in plush toys. Why? Because his unique passion encourages others and brightens their day. Gatorade was clever enough to notice and share the story to connect with their Mexican audience.

Truth is, in an era populated with so many brands, communication, and content, the challenge is grabbing people’s attention.

The “El Peluches” ad was an unconventional format with a story worth telling. “You have to constantly challenge yourself to produce things that create proximity. The digital world demands you to keep your pre-rolls under five seconds long and all your content under 20, and here was this 2’30’’ narrative with a 70% view rate” reminisces Galvan Duque.

5v5 Montemorelos: Rooting for the Underdogs 

The Gatorade 5v5 soccer tournament in partnership with the UEFA Champions League has gained plenty of momentum in its four-year run (check out our interview with Jill Leccia, Senior Marketing Director – Gatorade Latin America). In 2017, a team from the small rural town of Montemorelos made it to the playoffs but lost in the semifinals. “They asked us if there was a chance they could try again at the second playoffs, and we gave them permission. This time they won, and that gave us a chance to tell a great story. They ended up losing at the finals and didn’t get to travel to Barcelona for the first prize, but we still made the story fit perfectly with the brand’s message: sometimes you win, sometimes you lose, but you never quit trying” says Galvan Duque.

Sometimes you win, sometimes you lose, but you never quit trying.

The outcome was a brief 3’34’’ documentary in which the narrator says “At the end you might win. You might not win. You might have all the odds against you. But one thing is true: in Montemorelos and anywhere else, if you keep sweating, nothing can stop you”. The message matched the brand messaging and reached over seven million views.

Fido Dido Parade: Nostalgia and Influence  

Relatable characters, a touch of nostalgia and partnerships with influencers can keep brand awareness alive. Fido Dido was 7UP’s beloved hand-sketched character in the nineties who was “ageless, thoughtful, chill, and compassionate towards one and all” according to one of its creators Joanna Ferrone. Reviving an ambassador like Fido Dido, highly nostalgic and relatable, does wonders for sparking all kinds of conversations, activations, experiences, and stories – the cogs that keep the Consumer Engagement Cycle alive and spinning.

We wanted each to have a different personality, imprinted by the person creating them. So we found an influencer pool that made sense with the brand.

He recently made a comeback in a series of ads and parades held across Mexico where the brand invited different artists to decorate blank forms of the beloved character. “We wanted each to have a different personality, imprinted by the person creating them. So we found an influencer pool that made sense with the brand. First thing to consider is whether they believe in your message and what you’re doing” reveals Galvan Duque. The right strategy goes a long way for how Gepp PepsiCo engages the Mexican consumer.

Daniel Galvan Duque, Marketing Director for Flavored CSD’s at Gepp, PepsiCo Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • Kroger 

The Kroger Co. debuted its new logo and brand transformation campaign, celebrating its love of all customers and associates, food-first culture and long history as America’s favorite grocer.  In July, Kroger announced DDB New York as its first creative agency of record. Kroger’s rich food history, passion for serving its customers and modern data and technology, combined with DDB’s ingenuity and creative horsepower, have helped the iconic retail brand create a refreshed, stronger brand identity – both internally among associates and externally among customers and other valuable stakeholders . New Kroger brand attributes include: the redesigned Kroger logo and tagline Fresh for Everyone” ; primary brand color: blue signals Kroger heritage, safety and trust; new color accent palette(The Kroger brand features a bright and modern palette of accent colors reflective of the fun and inclusive spirit of the campaign) ; animation, photography and video style,  and most important of all, its´ ”Fresh for Everyone” advertising campaign. Kroger is launching a mass media campaign to amplify its new brand transformation. Advertising channels include retail, television and radio broadcast, digital, print, social, podcast, cinema, outdoor, and TV and music streaming services.“Fresh and friendly underpin Kroger’s new brand identity because product quality and the total customer experience – across physical and digital – are key to bringing our brand promise to life,” says Mandy Rassi, Kroger’s vice president of marketing.

  • Pepsico    

Triple Daytime EMMY-winner and bestselling author Gaby Natale has renewed and expanded her partnership with Pepsico. As part of this year’s collaboration, Natale’s role involved emceeing PepsiCo’s Hispanic Growth Summit featuring chart-topping sensation CNCO at the Telemundo Studios in Miami, moderating their “Reshaping the Mainstream” event at the Viacom global headquarters in Times Square and delivering a keynote presentation to energize PepsiCo’s workforce at the company’s White Plains headquarters in New York.Natale’s partnership with PepsiCo is the latest in a series of collaborations that the SuperLatina has launched as part of a concerted effort by her company, AGANARmedia, to elevate Latino voices through empowerment programs and conferences. Some of her most recent collaborations include Century 21’s Empowering Latinas program, TurboTax, Univision’s Posible Business Expo, St Jude and Sprint Latino among others.“We at PepsiCo are very excited to join forces again with Gaby Natale. She embodies the spirit of the Hispanic and Latino culture – making great contributions that many can be proud of,” said Marissa Solis, Vice President and General Manager of the Hispanic Business Unit, PepsiCo North America Beverages.Natale is also the founder of AGANARmedia, a marketing company with a focus on Hispanic audiences that serves Fortune 500 companies such as Hilton Worldwide, Sprint, AT&T, eBay and Amazon. In the digital world, she has a thriving fan base with over 52 million views on YouTube and 250K+ followers on Social Media.

  • Sedano’s Supermarkets

Miami-based Sedano’s Supermarkets, the leading independent Hispanic grocer in the United States, announced the grand opening of its 35th store in Florida and its 10th location in Hialeah. With nearly 100 new employees, the 35,000-square-foot store located at 1170 West 49th Street in Hialeah, Fla., introduces Sedano’s new look and a more spacious layout inclusive of an expansive Hot Food Station and Sandwich Bar with ample seating.The new store gives Sedano’s, which has been a part of the Florida grocery scene since 1962, an opportunity to stand out from the region’s vicious competition. Hispanic grocers like Northgate Gonzales, Fiesta Mart and Cardenas are seeing their role in the U.S. market expand as the demographic grows, according to Grocery Dive. According to the U.S. Census, the Hispanic population is projected to reach 62.3 million by 2020, up from 49 million in 2010. Founded in 1962 by the Herrán and Guerra families, Sedano’s Supermarkets has grown to become one of the leading independent grocery chains in the United States. Sedano’s serves Florida’s booming multicultural communities, with more than 3,000 employees and 35 stores in Miami-Dade, Broward, Palm Beach, Orange, and Osceola counties. As America’s largest independently owned Hispanic supermarket chain, Sedano’s is recognized for its excellent customer service, ethnic product offering, and competitive prices.

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Chipotle 

Chipotle Mexican Grill announced today that it will be providing access to mental healthcare and financial wellness for more than 80,000 employees in 2020 through Employee Assistance Programs and enhanced benefits offerings. This is just one of the many ways that Chipotle continues to enable its workforce by offering world-class benefits.By simplifying access to mental health benefits and identifying work-related risk factors, Chipotle is trying to minimize the effect of mental health in the workplace. Chipotle Mexican Grill, Inc. had over 2,500 restaurants as of September 30, 2019, in the United States, Canada, the United Kingdom, France and Germany and is the only restaurant company of its size that owns and operates all its restaurants. With more than 80,000 employees passionate about providing a great guest experience, Chipotle is a longtime leader and innovator in the food industry.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

Experts in Influencer Marketing campaigns discuss best practices. Vivian Baron, Founder and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico’s E-commerce Subdirector José Camargo, Grupo Bimbo’s Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders’ Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity’s Director of Business Innovation & Marketing Yamile Elias.

How powerful can influencer marketing campaigns be? Is it for everyone? During the last years, the trend of using influencers as a tool to amplify a campaign or message has grown to a great extent. As Vivian Baron, Founder and Creative Chairwoman of Band of Insiders believes, “It is no longer about the relationship with the media, but rather about how we amplify our client’s message correctly. There’s great interest placed on influencer marketing, but there’s also a great lack of knowledge around it.”

In spite of this lack of knowledge, many brands have tried to take advantage of the opportunity that influencer marketing represents. Unfortunately, not everyone has succeeded. “Digital platforms are so strong today that influencer marketing can have a hugely negative effect,” asserted Baron. “It should be taken very seriously.”

Can (or Should) Any Brand Take Advantage of Influencer Marketing Campaigns?

With the buzz around this type of marketing, every brand wonders if influencers can boost their ROI. While this can and does happen, it isn’t as simple as some could believe, and influencers can help a great deal in things that are not necessarily direct sales. “Influencer marketing is key in any brand, not only to create awareness but for many other things,” said Yamile Elias, Director of Business Innovation & Marketing, Drinkfinity/Pepsico. “At Drinkfinity we’re using it for insights, to ask the consumer certain things. When we have a problem they can help us solve it, but only if it’s a good fit.”

For Giustina Trevisi, Global Consumer Engagement Lead at Grupo Bimbo, brands are already surrounded by influencer marketing, and it would benefit them to adopt a position towards it. “Influencers are something we can’t ignore. It’s a ‘can’t hide’ matter, where the question is ‘how to leverage‘,” asserted Trevisi. Influencers are a great tool in any ecosystem, but it doesn’t work on its own. You’re not supposed to have an Influencer Marketing strategy on its own, but rather include it in your overall communication strategy.” Moreover, she agreed with Yamile Elias that this tool helps in diverse areas, such as crisis management, campaign support, and PR and perception. While these don’t have a direct impact on your ROI, “they obviously expand reach,” she said.

What matters now is the content, sales should only be the consequence.

What Are the Keys to Crafting Successful Influencer Marketing Campaigns?

Giustina Trevisi summarized the essential elements when sharing one of Bimbo’s stories of success: 1. Objective, 2. Target, 3. Creative. “The first step is knowing the objective and whom we intend to reach. We held onto a current event, something that was happening at the moment (Peru qualified for the World Cup), and we focused on getting the formats, times, and platforms correctly,” she told. “You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.”

A Matter of Strategy

You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.

“Influencer marketing should be carried out in very strategic ways,” added José Camargo. “For Best Buy, something that has worked really well is these people we call ‘insiders’ that don’t even know they are influencers. These kids can get 3-4 thousand people in 20 minutes for an opening.” What matters the most, he emphasized, is a good fit between the influencers’ values and those of the company: “The brand and the influencer should have similar values. Only when the influencer is convinced by the brand are the publications really natural: the brand’s ideals rub off on his or her posts and comments.”

How to Select an Influencer?

As we have seen so far, having a clear objective matters, but so does selecting an influencer that matches that objective. The first thing, then, is knowing what each type of influencer can achieve.”There’s an influence pyramid that we can divide into mega, macro, and micro. Each one of these has different results,” explained Leonardo Vargas. “However, the new trend is ‘hidden influencers’, people who have an impact both online and offline. We need to look at their profile and their basic social circle in order to provoke a more direct impact on sales.”

Having an expert to deal with them helps with the flow and builds long-term relationships.

For Better Results, Employ an Expert

The next thing would be the actual process of selection. For Giustina Trevisi, this is much easier with the help of a specialist. “I would recommend others to work with influencer agencies, to work with experts,” she stated. “It’s important to have someone who knows how to handle them, have a good communication with them. We work with several specialized agencies who take our brief, give it back, then we do a second brief, they give it to the influencer and then they present a creative proposal. If I do the regulation part, I lose the emotional component. Having an expert to deal with them helps with the flow and builds long-term relationships.”

Can Technology Make the Process Easier?

“We have to automatize processes through platforms, technology, data, correlations… We need to use what’s available, but the decision has to ultimately go through a human filter who knows the target and can make sense of everything,” said Giustina Trevisi. “A tool can give you a diagnosis, but a human being has to make de decision. A machine uses algorithms, but the context has to be human.”

“I’m in favor of digitalization and automatization, but the human part is inescapable,” agreed Leonardo Vargas. “Instagram stories, for example, can give you very complete information, but only when you have a team of experts constantly looking at what’s going on on social media. Every day there are more platforms; with just one click you can execute a campaign, but we need to go back to the brief. Everything needs to be taken care of.”

 

What Can We Expect for Future Influencer Marketing Campaigns?

It’s easy to see where we’re going if we take a quick look at where we’ve recently been. As Yamile Elias commented, “If we analyze the number of times people search the word ‘influencer’, we find that the number has grown 200% since 2016, and it grew 60% in the first quarter of this year alone. Estimations show the budget for influencer marketing in the U.S. to go up to 5-10 billion dollars.”

 Facebook, Twitter, etc. have become just another showcase for brands, and consumers don’t want to see that anymore.

According to Leonardo Vargas, there are already a couple of trends that we can expect to see in the near future. “One: strategies linked to SEO and automatized keywords, which are different to Google’s ad words because they get placed on social media,” he explained. “Two: audience marketing for influencers; a type of audience analysis that helps you know what works, not what looks well. A new trend that will be very important, and it’s a great time to be pioneers, is the rise of new social media. Facebook, Twitter, and the others have become just another showcase for brands, and consumers don’t want to see that anymore. There are new social media that are going back to what Facebook and Twitter were about originally, like Mastodon, in which users are in control and it’s free of ads.”

In Conclusion…

In short, we should try to go deep into the influencer marketing campaigns tool instead of staying at a superficial level. Influencers are for every brand only if the strategy is very clear. Objectives, channels and the influencers themselves should fit, not only to minimize crisis risk but to ensure good results overall. It’s very important to analyze the data, be aware of the results you’re aiming at. We shouldn’t underestimate Influencer marketing, it isn’t easy, but it can really bring you success. It should be a part of your whole marketing strategy, not as an isolated campaign but as a long-term program. If we do it well, it’s a great bet. Otherwise, it can really hurt you. That’s why you should partner with experts.

 

Sales Leads LatAm is 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.

For prior Sales Leads LatAm editions, click here.

 

  • PepsiCo 
Pepsico in Sales Leads LatAm

PepsiCo Latin America has been working for the last decade to foster inclusive recycling in the region as part of its’ goal for plastics to never become waste. For instance, the company launched “Recycling with Purpose,” a circular economy model for Latin America based on consumer involvement and education. Today, Peru becomes the first country to implement the program. Through a partnership with ecoins — an initiative founded in Costa Rica that aims to increase the collection of PET materials in exchange for ecoins, a virtual currency — consumers in Peru can now earn discounts on a variety of products and services, in exchange for the collection of recyclable materials, including PET. The ecoins partnership aims to reach 1 million people with recycling awareness in its first year of operation across the region.The second component of the platform is including grassroots recyclers as an integral part of the circular economy model (similar to what The Body Shop is now doing in India). In this regard, PepsiCo Latin America has a long-standing partnership with the nonprofit Ciudad Saludable, a catalyst of the recycling ecosystem in Peru. Today, The PepsiCo Foundation is announcing a $2 million USD grant to Ciudad Saludable, to support the inclusion of 1,000 grassroots recyclers in recycling collection routes across eight countries (Argentina, Brazil, Chile, Colombia, Guatemala, Jamaica, Mexico and Peru). The program will indirectly benefit 800,000 people at the community level with improved recycling services, and aims to collect 6,000 tons of recyclable materials.

 

  • P&G
P&G in Sales Leads LatAm

US consumer goods giant Procter & Gamble will deliver on its promise of fragrance ingredients transparency by the end of the year, the company stated.To help consumers better understand the labels, P&G will also include information on where these ingredients are found in other products, such as in fruits or food.The move towards disclosure is in keeping with broader trends across the industry.P&G competitor Unilever has already disclosed all fragrance ingredients down to 0.01% in its home care, beauty and personal care products in the European and US markets. And cleaning products company SC Johnson has expanded its ingredient disclosure website to cover Latin America (in addition to Asia Pacific, Canada, Europe and the US), for a total of 8,700 products in 35 languages.

 

 

  • Cinépolis
Cinépolis in Sales Leads LatAm

Mexican movie chain Cinépolis has announced plans to develop 63 new cinema theatres across Saudi Arabia in the major cites of Riyadh, Jeddah, Dammam, Jazan and Najran over the next two years.The largest cinema exhibitor in Latin America and fourth largest exhibition circuit in the world, Cinépolis said six cinemas will be rolled out across the kingdom over the next two years, with the first due to open in Lulu Mall, Dammam, by the end of this year, four scheduled for 2020 and the sixth for 2021.The expansion into Saudi Arabia marks a huge milestone for the global cinema chain and was partly possible with the help of the Kingdom’s Vision 2030, which aims to diversify the country’s economy by leveraging non-oil sectors and promote culture and entertainment, according to a statement from the company.

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • allpago
Allpago in in Sales Leads LatAm

PPRO, the cross-border e-payments specialist, isannouncing the acquisition of Latin American payments provider allpago to create the world’s leading platform for local payments. Allpago is the preeminent provider of payment and gateway services in Latin America covering 90% of the market1. This expansion is a transformational step for PPRO to meet its ambition of globalizing the company and build upon its recent expansion into Asia-Pacific and North America.The deal will see PPRO become a major influence in all markets globally and is adding a wealth of additional local payment methods (LPMs) to their payments offerings. Philipp Bock, founder of allpago, adds: “Latin America’s economy is one of the most exciting emerging regions in the world. 156 million people will buy goods and services worth US $80 billion online by the end of 20192. It is a part of the world that holds huge potential for PPRO to build a thriving presence.

For prior Sales Leads LatAm editions, click here.

Join us at PORTADA Mexico!

We are excited to announce that Nicolás López Martí, Sr Director, Core Salty Brands, Central & South America at PepsiCo Foods, is joining the Portada Brand Star Committee Latam, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Mexico, on October 16 at Casa Lamm.

Born in Buenos Aires. Lived in Mexico City and now in Miami. Graduated in business in the Universidad de San Andres (Argentina). Marketing professional with a sound background in top multi-national CPG companies like SC Johnson, AB Inbev and PepsiCo. More than twenty years building iconic brands across LATAM (Pepsi, Lays, Doritos, Cheetos, 7 Up, Mirinda, H2O, Brahma). Driving top-line revenue growth through consumer-first marketing, innovation and people development. Currently PepsiCo’s global brands senior marketing director for Central & South America salty snacks.

Welcome, Nicolas, to Portada’s Council System!

Check out Portada’s interview with Nicolas about PepsiCo’s recent 360º campaign for UEFA’s Champions League here.

What: To leverage the UEFA Champions League, Pepsico launched a 360º campaign spanning 13 Latin American countries featuring some of the sport’s greatest household names.
Why it matters: The campaign offered an integrated experience through a variety of platforms and social networks, as well as mechanics tailored to each market in order to spark consumer engagement.

 

Hosted by the UEFA, the Champions League is the annual sports event that captivates the most spectators globally. Pepsico, ever the master in larger-than-life partnerships, has wisely profited from the event’s massive audience, launching a campaign along with the soccer powerhouse for the fourth consecutive year.

Their latest joint venture spanned over 13 Latin American countries and lasted three months starting in April, and it featured some of the sport’s greatest household names: Argentina’s Lionel Messi, Spain’s David de Gea, Uruguay’s Luis Suárez, and Chile’s Gary Medel.

The idea was to create a comprehensive 360º campaign to offer participants an integrated experience through a variety of platforms and social networks acting as points of sale. First, they forged a strategic partnership with ESPN to keep viewers interested and foster interaction all throughout the tournament. Then, its local branches conceived cleverly focalized campaigns per region throughout Latin America, that used different mechanics based on their consumer’s profile, behavior, and what dynamics they find the most engaging.

For example, Chile’s Minuto de Gol required participants to guess the exact minute the first goal would be scored. Demuestra tu pasión asked consumers in Guatemala to solve a trivia. El llamado de la Champions coaxed Mexican fans to register as many codes as possible to accumulate points. For Brasil’s self-explanatory Lay’s te leva para la final da UEFA Champions League, all viewers had to do to participate was registering a code online. Participants could win from Lay’s products and official UEFA playing balls to the ultimate prize: a trip to watch the final, Tottenham vs. Liverpool, at the legendary Estadio Metropolitano in Madrid.

Portada talked to Nicolas Lopez Marti, Senior Director, Core Salty Brands, Central and South America at Pepsico, in order to find out more about the strategy behind the campaign.

 

Nicolas Lopez Marti is a recent addition to Portada’s Brand Star Committee Latam. The committee’s next in-person meeting will take place at Portada Mexico, 17 October 2019.

 

Portada: Which were the 13 countries that participated in the campaign?

Nicolas Lopez Marti: Colombia, Peru, Chile, Argentina, Uruguay, Paraguay, Guatemala, Honduras, El Salvador, Costa Rica, Panama, Puerto Rico and Republica Dominicana.

 

Portada: Was the campaign also aimed at Hispanic audiences in the U.S.?

N.L.M.: Lay’s has a strong presence with Hispanic fans on sales points. Based on our knowledge of the audience, we’re completely sure that by featuring Lionel Messi as the campaign’s main international spokesman, we’d be able to connect with them on a special level.

 

Portada: Which media did you use the most? Broadcast, video, social…?

N.L.M.: It was an integrated campaign, present on OOH, radio, TV and very strongly on digital media. We also added PoS dynamics and interactive games so the consumers could get the full soccer experience when they purchased their Lay’s.

 

Portada: Which were some of the most outstanding activations?

N.L.M.: Throughout February, we had the actual “Orejona”, the famous Champion’s League cup on display at a huge public event in Guatemala, featuring celebrities and players. We also planned an interactive activation to complete the virtual “Topps” figurine album, which is very famous in Colombia, Argentina, Peru, Uruguay, and Paraguay.

 

Portada: What has been your main social media strategy?

N.L.M.: Our already strong regional presence on Instagram and Facebook, and influencers from each country narrating their experience live during the actual final match.

 

Portada: Did you notice a direct impact of the TVC on your social media initiatives?

N.L.M.: Absolutely. Showing superstars like Messi, Suárez, De Gea, and Medel touched consumers directly; they felt widely motivated to interact with Lay’s on social networks and participate in the dynamics. Plus, the prize to see the final in Madrid was the greatest motivator to interact with the brand.

 

 

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.

For prior Sales Leads LatAm editions, click here.

  • Apple

Originally scheduled to open its doors in early 2019, Apple’s first Latin American flagship store is back on track for unveiling in an upscale Mexico City mall later this year after undergoing a major redesign to consolidate two stories of floorspace into one. Construction of the large single-story standalone structure at Antara Fashion Hall in Ciudad de Mexico’s (CDMX) Polanco district has been ongoing for months. Apple committed to plans to build a Latin American flagship in 2017, just six months after opening its first retail store in the region at Mexico’s Centro Santa Fe mall. The Antara location was selected over a nearby plot on Avenida Presidente Masaryk due to the first store’s strong enterprise sales, which currently account for more than 40% of all revenue.

 

 

  • PepsiCo/ Grupo Gepp

PepsiCo plans to invest US$4B in Mexico between 2019-2020 with partner Grupo Gepp and create around 3,000 new jobs. Part of the investment will go toward a US$109M new plant in the central state of Guanajuato, which should be operating at full capacity by 2025. Grupo Gepp markets Pepsi products in Mexico.

 

 

 

 

  • Adsmovil / Rappi 

Adsmovil, leader in mobile advertisement in Latin America and the Hispanic market in the United States, and all-purpose delivery application Rappi have joined forces to launch Click2Rappi. Software Click2Rappi is aimed at recognizing users’ taste through their searches and online purchases and offer them certain products according to their location. In addition, the software will make sure the product is actually available and deliver in time by the closest “Rappitendero”.The products will be offer through advertising display on the pages through which the person navigates.Rappi users will be able to buy what they want with a single click as the software  will send them directly to the payment. For those who do not have the application, it will allow them to quickly register and close the purchase.

 

 

 

 

  • Visit Orlando

 

A rise in tourists from Latin America helped push Visit Orlando to yet another record number of visitors last year, solidifying the region’s position as the country’s most-visited destination, Orlando Sentinel has reported. Officials with the tourism marketing agency announced that a record 75 million people visited Central Florida in 2018, a 4.2 percent jump from the previous year.The increase included an 8.1 percent jump to 893,000 visitors from Brazil and a 13.4 percent boost in tourists from Mexico to 382,000.The record comes as the region gears up for another string of hotel openings during the next two years, as dozens of projects are expected to finish.

 

 

  • Mercado Libre

Online Marketing agency Interactivity will continue working with Mercado Libre to develop the content and manage the company´s LinkedIn profile, in order to amplify job searches of the leading e-commerce company in Latin America .Interactivity will develop the brand´s digital strategy, audiovisual content and manage the LinkedIn community for the entire region.

 

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • JetBlue

JetBlue announced that its new and expanded Guayaquil service, with daily nonstop flights between New York’s John F. Kennedy International Airport (JFK) and Guayaquil, Ecuador’s José Joaquín de Olmedo International Airport (GYE), is now out for sale. JetBlue will launch the new service on December 5, 2019 (a). Flights will operate daily and the new route will become the longest in the JetBlue network, stretching beyond today’s longest route by more than 200 nautical miles.Home to more than two million people, Guayaquil, is buzzing with colorful cityscapes, outdoor gardens and zoos. The city is also a convenient gateway to the natural beauty of the Galapagos Islands. With quick and easy flight access from Guayaquil, travelers can get up close and personal with wildlife while surrounded by unique landscapes unlike anywhere else in the world.Guayaquil is the second city in Ecuador JetBlue serves and the sixth JetBlue city in South America overall. The airline first launched daily service between Fort Lauderdale and Quito in 2016. Existing service between Fort Lauderdale and Guayaquil launched February 2019.

 

  • Holiday Inn Piura

IHG (InterContinental Hotels Group) announced the opening of the newly-built 118-room Holiday Inn Piura hotel located in the coastal city of Piura, Peru. The Holiday Inn Piura hotel is the company’s first brand to open in Piura, which is the business hub of Peru’s northern region.Holiday Inn Piura is owned by Corporacion Hotelera Piura S.A.C. and operated by Grupo Agrisal Division Hotelera. The hotel is part of IHG’s diverse family of brands in nearly 100 countries and territories.Gerardo Murray, Regional Vice President Marketing, Commercial and Revenue Strategy, Mexico, Latin America and Caribbean, IHG, said: “We are proud to continue IHG’s growth in Peru with the opening of Holiday Inn Piura. We are excited to bring business and leisure travelers a welcoming stay they can count on while exploring new destinations within this magnificent country.”

 

 

  • Tapestry Collection by Hilton

Hilton has announced the signing of ROK Hotel, Kingston, Tapestry Collection by Hilton, representing the brand’s debut in Jamaica and the Caribbean.Slated to open in 2020, the 168-room property, owned by PanJam Investment Limited, sits in a multi-purpose complex on the Kingston Waterfront and will include retail, on-site entertainment and commercial office spaces.Under redevelopment to further revitalize the Kingston Waterfront, the 12-storey building originally opened in 1977 as the Oceana Hotel. Now, it is being transformed into ROK, Kingston, a contemporary hotel offering guests convenient access to the National Gallery of Jamaica and the historic landmark, Port Royal.

 

Join us at PORTADA Mexico!

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.

For prior Sales Leads LatAm editions, click here.

 

  • PepsiCo Latin America

In the run-up to this year’s UEFA Champions League Final in Madrid, PepsiCo Latin America together with its iconic snack brand Lay’s®, announced the launch of an initiative created to reward the sports fanship of millions of fans who follow the most prestigious football league closely every year and the world’s most-watched annual sporting event. The campaign has different names such as “¡Demuestra tu pasión!”, “Lay’s Minuto de Gol”, “Pasión Futbolera”, “El Llamado de la Champions” and “Lay’s Te Leva Para A Final Da UEFA Champions League” and will hit 13 countries across the region. The initiative was launched on April, with a duration of three months, and will feature the participation of the most resounding figures in world football such as Argentine Lionel Messi and Spanish David De Gea. Also, Luis Suarez participates in the campaign of his native country, Uruguay, as well as Gary Medel for the campaign in Chile.In each Latin America country, the fans of Lay’s and the maximum annual football competition will be able to participate in a promotion in which, according to local dynamics, they could win from different Lay’s products, to official UEFA balls and, as a maximum prize, a trip to watch the UEFA Champions League Final to be played on Saturday, June 1 at the brand new stadium Metropolitan of Madrid A comprehensive 360 ​-degree campaign provides a complete experience to the participants, both through the multiple online platforms and social networks, as well as in the different points of sale.In addition, a strategic partnership with ESPN, the highest-rated sports network in Latin America, will allow the local consumer to connect with Lay’s and their passion for football in a way never seen before.

 

 

  • Marriott

Marriott International has revealed Homes & Villas by Marriott International, a home rental initiative with 2,000 premium and luxury homes located in more than 100 destinations throughout the United States, Europe, the Caribbean and Latin America. Starting next week when the offering launches, members of Marriott Bonvoy can earn and redeem points at these highly curated homes, providing more choice of accommodations that suit a range of travel needs around the world. Marriott’s expansion into home rentals was developed as a result of the 2018 pilot under the brand extension Tribute Portfolio Homes. The introduction of Homes & Villas by Marriott International adds nearly 40 new leisure destinations for Marriott Bonvoy members to earn and redeem points, including Sorrento, Italy and the Amalfi Coast, Italy; North Lake Tahoe, CA; and St. Barts in the Caribbean.

 

 

  • Selina

Selina, the Latin-American hospitality startup that combines beautifully-designed accommodation with coworking, recreation, wellness and local experiences, announced plans to expand into the U.K., signing four new locations in Liverpool, Birmingham and in Manchester. Selina partnered with Aroundtown and Altshuler-Shaham Properties to acquire a US$40 million portfolio of hotels operating under the Hatters brand to kick off its expansion efforts in the region.Set to rebrand as Selina in the second half of 2019, Selina will bring its signature Latin American aesthetic to each of the locations in partnership with emerging local artists and designers.Selina’s expansion to the U.K. comes on the heels of a US$100 million series C funding round, which was led by Access Industries, with participation from Grupo Weise and existing investors  Colony Latam Partners. In addition to the U.K., 2019 will see Selina open a further 31 properties in Germany, Portugal, Greece, Israel, Argentina, Brazil and Mexico, in tandem with expansion into new European and Latin American markets and an entrance in Asia by 2020. Founded in Latin America in 2015 by Rafael Museri and Daniel Rudasevski, Selina has rapidly expanded around the world, operating 46 locations in 13 countries.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • Delta Airlines

Ogilvy México, currently led by Verónica Hernández  and Checha Agost Carreño, has been appointed by Delta Airlines to handle the brand in Mexico, Brazil and US hispanic market. The agency will be responsible for ATL and digital campaigns among other duties.

 

 

  • AXION energy

After five years of joint work, Havas Argentina has been once again chosen by AXION energy and will continue to be in charge of the oil company’s strategy, planning, negotiation and media buying.

 

 

 

 

 

Join us at PORTADA Mexico!

What: Major media and brand executives gathered at Portada Miami to share their experience and vision of the rapidly evolving landscape of marketing technology in Latin America.
Why it matters: The twelfth annual edition of #PortadaMIA focused on how technological innovation is reshaping the Latin America and US marketing space, and provided key takeaways on topics including ROPO, how data drives content, e-commerce, pan-regional marketing, and Miami’s growing importance as a marketing hub.

An impressive roster of marketing and media professionals gathered at the twelfth edition of Portada Miami to share their experience, vision, and insights into the rapidly advancing landscape of marketing technology in Latin markets, as well as the U.S.

Key takeaways included:

  • The right data can be hard to find, and even more difficult to build when understanding the consumer in Latin America.
  • Brands shouldn’t shy away from partnering with third-party providers when gathering and analyzing the data needed to provide actionable insights.
  • Back to basics still count: clearly established objectives should always drive the use of data and marketing technology.
  • Know your data sample: be sure it accurately represent the market you’re targeting.
  • Carefully monitor how your target audience consumes content so you know what relevant content is before you build a content strategy.
  • Research online is going to continue to grow and trigger sales.
  • Visiting websites is one of the most common activities on mobile phones in LATAM.
  • The online consumer today is not determined by demographics but rather by their interaction with digital.
  • Miami’s diverse workforce reflects what the U.S. will look like in years to come.
People engage with content that they believe in. That is one of the strengths of CNN.

Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/US, kicked off Portada Miami with remarks highlighting the importance of making content relevant to consumers. “People engage with content that they believe in. That is one of the strengths of CNN,” she said. The day’s Thought Leadership Breakfast sponsored by CNN also emphasized the importance of the mobile phone for communicating with markets, as well as the growing role of voice-activated speakers like Alexa in consumers’ daily lives. It was also noted that there are more than 5 million hours of content uploaded to video platforms every day.

 

 

To Partner or Not to Partner

The debate over when, how and whether to partner when building data and content strategies was extensively debated by participants at #PortadaMIA, reflecting the lasting importance of this key question for brands. “There is a lot of data, so using the right technology and not being afraid to partner with the people that can give you the actionable insight,” is very important, Ana Hoyos, Director of Meltwater Latin America, advised during the day’s second panel Marketing Tech in Latin America: The Opportunities Ahead.

Speakers at the day’s first panel had a back-to-basics message for their audience, emphasizing the need to take care that your data sample accurately reflects the markets. Establishing clear objectives at the start of any initiative also won resounding agreement from the panel participants.

“I always ask: what is your objective when you start a project?” panelist Andrew W. Russo, VP of Data Science at Starmark, advised listeners.

Build Connections with Relevant Content

Portada Miami participants repeatedly emphasized the importance of making content relevant to the target market. Watch what your target audience is consuming content for, and how that relates to commerce. Understand what is relevant content before creating your content strategy, Andres Amezquita, VP Digital and Commercial Excellence at StanleyBlack & Decker told attendees.

That point was endorsed again by Carlos Leal, Marketing Director at Rappi, when he was interviewed by Kate Canel, Director of Performance Media at The Shipyard during the panel ROPO: A Deep Dive held in the afternoon.

It’s not demographics that determines the online consumer, but instead, watch their interaction with digital, Leal said. “The ROPO effect consolidates the strength of digital as an information channel.”

But Leal warned his audience that the ROPO (Research Online, Purchase Offline) consumer, because he or she tends  to always be informed before buying, tends to be more unfaithful at the point of sale. “The ROPO consumer feels like researching in digital, but his purchase is still conditioned by the need to see product advice from a seller,” Leal said.

 

Miami: Gateway to Latin America

Golin’s Scott Farrell and Pepsi’s Carlo Espinoza

Portada Miami attendees applauded remarks by Carlo Espinoza, Senior Marketing Manager, Latin America Beverages, Pepsico highlighting Pepsi’s phenomenally successful campaigns reaching out to new generations of consumers in Colombia and Jamaica.
And the backdrop of Miami’s spectacular waterfront and the towering Brickell City Centre served as perfect reminders of the importance of Miami in pan-regional marketing and as a gateway of diversity to Latin America.
An influx of new immigrants to the city, and the excellence of Miami’s colleges and universities contribute to creating a vibrant and diverse workforce that is a harbinger of what the U.S. will look like in the years to come, said Joseph Roisman, EVP, Perry Ellis International during the day’s final panel Miami’s Evolving Role As A Marketing Hub: A Brand Marketer’s View.

We are excited to announce that Eric Melis, Sr. Marketing Director – LATAM Beverages at Pepsico is joining the Portada Americas Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Miami, on April 11  at Miami’s East Hotel.

Eric started his career in the marketing industry 21 years ago. Although he spent a couple of years working for Kraft Foods and Phillip Morris Intl, Eric developed and continued building most of his expertise in marketing while working at Pepsico.

His roles have varied during that time span from brand management roles at a single market to category and multi-category roles in multimarkets to his current role, where he leads the soft drink category for the Latam region.

He had the privilege to work as well within bottling operations in Venezuela and Mexico, which has helped him in building a better understanding of the business overall.

Eric was born and raised in Caracas, Venezuela. He is married with 3 wonderful children. He is passionate about American and European football and loves long-distance running.

Welcome, Eric to Portada’s Council System!

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.

For prior Sales Leads LatAm editions, click here. 

  • Coca-Cola

Following a pan-regional pitch, Coca-Cola has selected Starcom, a Publicis Media agency, to continue to  manage their business in Colombia, Ecuador and Venezuela while expanding  the relationship in nine additional markets including Costa Rica, Panama,  Guatemala and Dominican Republic. As part of this new partnership, Starcom will continue to ensure excellence in media planning and buying  while transforming and accelerating Coca-Cola’s business growth  regionally.  Starcom will service the business through a data-driven model as well as  other customized tools for the brand and market. There will be a regional  hub in Colombia dedicated to centralizing all planning, integration and  digital transformation. In addition, each local market will have a team that  specializes in data, analytics and digital transformation. This expansion will continue to strengthen a global relationship that has existed for almost 25 years.

 

  • Wyndham

The Wyndham hotel chain is planning to open eight new properties in Mexico next year including one under its most luxurious brand. Alejandro Moreno, the company’s general manager for Latin America and the Caribbean, said Wyndham is expanding in Mexico because the country is a rising power in tourism and the sector is expected to continue to grow in the coming years.With the eight new properties, the number of Wyndham hotels in Mexico will increase from 52 to 60.The most-hyped upcoming opening is that of a Wyndham Grand Hotel in Mexico City.The Mexico City Wyndham Grand will become the company’s 11th brand with a presence in the country.

 

 

  • PepsiCo Latin America

As consumers in Latin America increasingly demand more nutritious food options, PepsiCo has continued to expand its portfolio to meet the evolving preferences of consumers towards more nutritious options.To satisfy these changing consumer preferences, PepsiCo has embarked on an ambitious expansion of its Latin American portfolio of more nutritious foods and beverages through brands like Tropicana, Naked, Kero Coco and Quaker, with the aim of reducing the amount of artificial ingredients and other additives, such as sugars, saturated fats, sodium and calories, in its products.To help meet these goals, PepsiCo has invested in research and development (R&D) centers in key countries in the region.These hubs are responsible not only for driving innovation for the company in Latin America, but also contributing to research and development projects that accelerate innovation for PepsiCo in other parts of the world.PepsiCo Latin America has also invested in its “Nutrition for the Future” platform, a hub of programs focused on increasing access to nutritious food and beverages, education for healthy lifestyles and balanced nutrition, and support for agro-economic self-sufficiency.PepsiCo has already reached 20,000 people in Argentina, Colombia, Chile, the Dominican Republic, Guatemala, Mexico, Uruguay, and Venezuela, with these programs, and expects to reach another 10,000 by 2020.

 

2019 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.

 

  • Azul/ Copa Airlines

Azul Brazilian Airlines and Copa Airlines have announced a broad cooperation agreement that will connect the two largest route networks in Latin and South America. As part of this agreement, customers can conveniently connect to Azul’s unrivaled domestic network when flying Copa into and out of Brazil. This agreement means that Copa customers can now potentially access all of Azul’s 101 domestic destinations in Brazil, including 52 destinations not served by any other airline. In the near future, Azul will also place its code on Copa flights into and out of its Panama city hub, allowing Azul’s domestic customers to take advantage of the broadest network in Latin America.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

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.

For prior Sales Leads LatAm editions, click here. 

  • Walmart

Walmart has announced it is acquiring Cornershop, a leading online marketplace for on-demand delivery from supermarkets, pharmacies and specialty food retailers in Mexico and Chile.Walmart will pay US$225 million for Cornershop, which has seen its number of unique users double in the past 12 months. Closing of the transaction is subject to regulatory approval and is expected by the end of the year.As part of the agreement, Cornershop will remain an open platform.

 

 

 

  • MoneyGram

MoneyGram customers in Mexico have thousands of new locations to choose from when they need to pick up money sent from family and friends around the globe. The company’s money transfer receive service is now available at more than 17,000 OXXO convenience stores in the country.When picking up at an OXXO store, consumers can receive up to 2,000 pesos in cash. All additional funds, up to 11,600 pesos, can be transferred into a bank account from the OXXO location, or put on Saldazo, a debit card co-branded between OXXO and CitiBanamex. Remittances are one of Mexico’s top sources of foreign income. According to the World Bank, more than US$30 billion flowed into the country in 2017.

 

 

  • PepsiCo

Pepsico announced the expansion of its global relationship with its´marketing execution partner HH Global in Latin America beginning with implementation in Brazil and with the commitment to expand throughout the region.Under the terms of the agreement, HH Global will provide a suite of marketing execution services and proprietary HHub technology to support PepsiCo’s creative production and procurement requirements for print and point of sale materials. The implementation extends HH Global’s agreement with PepsiCo which originated in 2009 in France and the Benelux countries and has since expanded to Russia, Turkey, and the United Kingdom. Yamile Elias, Director of Business Innovation & Marketing, Pepsico is a member of Portada´s Brand Star Committee LatAm.

 

 

 

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.

 

 

  • Google

Google will invest around US$140 million to expand its data center in Chile, the company’s only infrastructure of its kind in Latin America, which houses the information of millions of its users, the tech giant announced. The complex, built in the Santiago suburb of Quilicura, is part of a group of 15 data centers that store and transmit information generated by applications like Gmail, Google Maps, YouTube, Waze and Uber, Efe reported.

 

 

 

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

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

For prior Sales Leads editions, click here. 

  • Pepsico

Bestselling author, speaker and TV host Gaby Natale has inked a deal with PepsiCo to empower and inspire the company’s employees as part of its commitment to celebrating diversity during Hispanic Heritage Month. The EMMY winner will hold two company wide empowerment keynote speeches at the Dallas Cowboys World Headquarters in Frisco on September 17 and at the Frito Lay Headquarters the next day, which will be telecast to field locations across the United States. The workshops will flesh out Natale’s renewed commitment to inspire Latinos to develop their potential. Natale’s deal with PepsiCo is the first in a series of collaborations that the SuperLatina will be focusing on as part of a concerted effort by her company, AGANARmedia, a marketing company with a focus on Hispanic audiences,  to develop empowerment programs with organizations that are committed -in words and action- to the advancement of gender parity, pay equity and talent diversity.

  • Macy’s

In celebration of Hispanic Heritage Month, Macy’s is hosting special events nationwide featuring influential individuals who have made contributions globally in connection with celebrating their Hispanic heritage in entertainment and fashion. The spirited in-store events, featuring a variety of celebrities of Hispanic descent, will explore different methods of storytelling featuring music, television and digital content. In addition, guests will learn about traditions like quinceañeras, and how sports play a key role in the celebration of Hispanic heritage.Joining Macy’s to celebrate Hispanic Heritage Month are celebrities including Latin Grammy-nominated Farruko; the cast and writers from Starz’s new and groundbreaking hit television show, “Vida;” Gadiel Del Orbe and Maya Murillo from Buzzfeed; Pero Like; ESPN radio and television personality, Gonzalo “Papi” Le Batard; beauty blogger and fashion expert, Elizabeth Torres; and fashion expert, Nick Verreos.Macy’s Hispanic Heritage Month events will take place at stores across the country including California, Florida, Illinois, New York and Texas.

  • Dos Equis

In connection with Dos Equis’ recently launched ‘Keep it Interesante‘ campaign, the beer has partnered with popular streetwear and lifestyle brand creators of the ‘Mexico is the Shit’ jacket. The partnership will bring to life a series of pop-up shops and events specially curated by MITS featuring emerging Mexican talent, streetwear designers, visual artists, and music artists. The program will also come to life on social media, in sponsored content, on-premise merchandising and with a special edition Dos Equis & ‘Mexico is the Shit’ can.In celebration of the partnership and Mexican Independence Day, ‘Mexico is the Shit’ and Dos Equis will host a launch event on September 15 at Remezcla House in Bushwick, Brooklyn.  At the event, people will come together to celebrate Mexican talent who are representing culture in music and art – with a special mural by LA-based artist Teddy Kelly. The launch event will feature DJ performances by electro indie electronic artist Neon Indian (Texas/Mexico), famed Mexican party DJ Marcelo Cunning (New York), and DJ Chava (Chicago).

 

  • A Place For Mom

 

A Place For Mom has appointing Mercury Media as its new AOR for media buying for the senior assisted living referral service, Mediapost has reported. The appointment  includes TV planning, buying and attribution. Founded in 2000, A Place for Mom is a privately held, for-profit senior care referral service based in Seattle, Washington. The company provides personal and professional assistance to families in the search of senior care options. A Place For Mom has spent US$11.38 million on advertising during the first six months of 2018, while its 2017 U.S. ad budget was US$24.16 million.

 

 

  • Havas Group/ Republica

Havas Group has invested in Miami-based multicultural agency Republica. As part of this investment, Republica will operate as Republica Havas and will continue to be led by founder, chairman and CEO Jorge A. Plasencia, founder, president Luis Casamayor and their executive team, under the direction of Havas Creative, North America chairman and CEO Paul Marobella.Republica will continue to be headquartered in Miami, with plans for expansions into key markets including New York, Los Angeles and Chicago. The agency will leverage Havas’ global network and parent company Vivendi’s media and entertainment properties as it continues to provide multicultural marketing solutions to clients. Republica´s client roster includes Google, Walmart, Toyota, Nielsen, Four Seasons Hotels and Resorts, NBCUniversal Telemundo, Universal Parks & Resorts, Goya Foods and Miami Super Bowl 2020.

 

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 Isabel@portada-online.com.

 

  • Hennessy

Hennessy, one of the world’s best-selling Cognac, has released a series of video vignettes and still photography featuring world-champion boxer Canelo Álvarez who, like Hennessy, recognizes the importance of heritage and family in the unwavering pursuit of excellence. Now in its second year, Hennessy’s partnership with Oscar De La Hoya’s Golden Boy Promotions includes an integrated marketing campaign featuring original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to entertain and inspire. Hennessy invites boxing fans across the globe to enjoy the specialty V.S.O.P Privilège cocktail while watching next weekend match.Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Los Angeles-based Golden Boy Promotions was established in 2002 by 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of boxing’s most active and respected promoters.

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 Isabel@portada-online.com.

What: Portada has revealed the dazzling agenda for this year’s #PortadaMX, to take place on October 17 at Casa Lamm.
Why it matters: #PortadaMX will be the setting for the last 2018 meetings of the Portada Brand Star Committee Latam and Agency Star Committee Latam, and attendees will network one-on-one with major executives from both units of the Council System. Get tickets now!

Portada announced today the agenda of Portada México, taking place October 17 at Casa Lamm in Mexico City. Sponsored by Futbol Sites, this edition of Portada México will be a success.

 

BRAND EXECUTIVES TAKING PART IN #PORTADAMX INCLUDE:

Ángel Carmona, Business Manager Latin America, Wilson Sporting Goods
José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico
Andrea Echániz Cuenca, Senior Project Manager, Grupo Bursátil Mexicano
Yamile Elias, Director of Business Innovation & Marketing, PepsiCo 
Iker Palazuelos Atollini, Brand Manager, Salomon Latam 
Carlos Leal, Marketing Director, Rappi 
Rafael López de Azua, Head of Media and Digital, LATAM (Director), Coty 
Martín Jones, Digital Director South Cluster, Philip Morris International 
Guillermo Rivera, Senior Marketing Manager, Amazon 
Juliana Sarria, Manager of Consumer Engagement, Grupo Gepp – PepsiCo México 
Eduardo Angulo, Marketing Director, Unilever Mexico

 

 

For the first time Portada will be including in the event in Mexico its Portada Meet-Up service, which allows attendees to hold one-on-one meetings with four brand and agency executives chosen beforehand by the attendees when acquiring their tickets. The executives are members of the exclusive Portada Council System, which brings togetherprominent brand and agency representatives in Latin America. As part of Portada México activities, members of the Brand Star Committee Latam and Agency Star Committee Latam will meet behind closed doors to discuss important issues.

In addition to high-level networking opportunities in a beautiful home from the early 20th Century, all attendees of #PortadaMX can participate in two interactive workshops with experts on trends that are transforming the marketing industry. First, Carlos Leal, marketing director at Rappi, will offer a workshop on App-Marketing. Later on, Javier Martínez Morodo, director general of Grupo Bursátil Mexicano, will share his insights in a workshop on Fintech innovations.

To acquire tickets to Portada México, which include admission to the two interactive workshops and the Portada Meet-Up service, please visit the event website at https://portada-online.com/events/portadamexico/ and register as soon as possible.

What: We touched base with members of Portada’s Council System in order to find out what their views are regarding the future of marketing.
Why it matters: In view of the accelerated pace at which the industry is evolving, it is crucial to identify what the future has in store in order to have the necessary tools ready to face it.

Marketing is Bound to Become More Scientific

As technology evolves, marketing is perhaps one of the industries in which scientific advancement is most noticeable as it is inescapable. In the words of Ricardo Arias-Nath, CMO of PepsiCo Latin America, “Marketing is evolving at a dramatic pace, what we’re seeing is disruptive changes in the way people consume media, buy media, and with that, the role of advertisers changes dramatically.”

According to research by Salesforce, artificial intelligence is expected to grow more than any other technology in the next few years. About half (51%) of the marketers who participated in Salesforce’s study are already using AI, and 64% of them agree that it has “greatly or substantially increased their overall marketing efficiency”. Indeed, AI has a projected YoY growth of 53%. As Arias-Nath explains, “The advent of artificial intelligence is going to have a massive impact in the way people choose, in the way people go to market to select the products they consume, so we think the practice will change, it’ll become more and more scientific in time, and that’s what we’re already seeing at the moment.”

Audiences Are More Connected Than Ever, Are We Connecting with Them?

In the era of the fourth industrial revolution, the digital revolution, new media and devices provide consumers with a myriad of options for watching and listening to content. Digital consumption gains more consumers every day; and so TV and traditional media struggle to keep up with video streaming on computers and mobile devices. This forces marketers to rethink every part of their strategy.

“I think what’s happening is the landscape’s changing drastically in the way marketers are communicating through different channels. No longer is it about getting a billboard out there in the field, it’s now about connecting with the consumer through that consumer journey,” says Mike Tasevski, VP, North America Sponsorships at Mastercard. “When we look at consumers they’re so connected to their mobile devices, whether it’s their computer… The way they even consume anything is the biggest feature and that’s how we’re gonna see that landscape change is where do we need to intersect with that consumer journey.”

As Attention Spans Shorten, Staying Relevant Gets Harder

Everyone knows that, nowadays, Social Media is the place to be; particularly young people consume content and communicate mostly on social media. However, social media users don’t look at a piece of content more than 2 seconds, which means creativity is paramount if we want to gain their attention.

“There’s lots of messages out there, people’s attention span is shrinking and shrinking so, as a brand, how can I grab the attention of my consumer and what can I do to get into a conversation with them and stand out for what I think is a unique value contribution that my brand can provide, and then making them actually buy the product, which is always a nice thing too,” comments John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.

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