PATRÓN Tequila, Honda, Toyota,Bacardi…and 5 More Brand Initiatives

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

•  PATRÓN Tequila

  

  PATRÓN Tequila announced the launch of the “100% Additive-Free Tequila” campaign, emphasizing its additive-free heritage and handcrafted production process. Showcasing PATRÓN Tequila’s dedication to additive-free tequila, the campaign is officially live this month. Highlights of the “100% Additive-Free Tequila” campaign include:

  • EOOH ads in select U.S. markets, including Los Angeles and New York City
  • Takeovers at major transport hubs like the NY/NJ PATH and the Chicago CTA
  • Truck wraps and wild postings designed to engage bartenders and provide additive-free insights they can share with their clientele

  Since its inception in 1989, PATRÓN has been committed to producing high-quality tequila using only three all-natural ingredients — 100% Weber Blue Agave, water and yeast. No sweeteners. No extracts. No secret ingredients. People care more than ever about what they consume, with 61% of consumers globally saying they would choose additive-free spirits over the alternative, according to the 2025 Bacardi Global Consumer Survey. PATRÓN is meeting this demand as it continues to lead the industry with its unwavering commitment to additive-free tequila — after all, PATRÓN Tequila’s secret ingredient is that it has no secret ingredients. “We understand that consumers care deeply about what goes into their tequila,” says Ned Duggan, Chief Marketing Officer of PATRÓN Tequila. “That’s why our ‘100% Additive-Free Tequila’ campaign is so important — it enables us to connect with even more tequila lovers and showcase how committed we’ve always been to staying true to our additive-free roots. From the very beginning, PATRÓN has never wavered on our long, careful process and high-quality ingredients. When your tequila is crafted this well, additives don’t add anything. With PATRÓN, consumers can rest assured that they’re drinking handcrafted, additive-free tequila.”

• Century 21
  

  Tori Keichinger, VP and Head of Marketing, Century 21 Real Estate, LLC, tells Portada about Century 21’s main marketing initiatives in 2025: the Home of Joy campaign (streaming, broadcast, OOH) and the MLS partnership. Stella Rising is working as Century 21’s media buying agency and Sitanen & Partners as a creative agency.

• Honda

  Honda has launched its latest campaign, “Dream Up Anything,” celebrating the all-new 2026 Honda Passport as its most off-road capable SUV yet. Led by advertising agency RPA and directed by Alessandro Pacciani, it introduces the redesigned Passport TrailSport to audiences nationwide. Set to “Good People” by Mumford & Sons and Pharrell Williams, a 30-second ad features animated brush strokes that paint rugged landscapes, reflecting both the vision of Honda engineers and the adventurous spirit of drivers. Social engagement is a major component in “Dream Up Anything,” with a series of short-form videos showcasing the Passport TrailSport’s standout features.
  The effort extends across multiple platforms, including broadcast, streaming, digital media partnerships, and high-profile sports programming such as NBA and NHL regular-season and playoff games. Honda’s commitment to the Hispanic market is also reflected in its inclusion across Hispanic broadcast, digital, and social channels. A partnership with outdoor lifestyle and media company Outside, Inc. further amplifies the campaign’s reach. Honda is also sponsoring the MapMyFitness Custom Challenge, encouraging participants to explore local trails while offering a chance to win a gift card. Honda is also hosting an “Ask Me Anything” (AMA) forum on Reddit, scheduled for March 6.

• Midea

  Chinese home appliance maker Midea is looking to expand its footprint in the U.S., Europe and Latin America. Read our interview with Elizabeth Calvillo, Sr. Marketing Manager of Midea Mexico,

• Bacardi

  This summer, Bacardi will introduce the MARTINI Bianco Spritz to the world. Family-owned spirits company Bacardi is meeting consumer demand for lighter, more premium drinks and evolving drinking occasions by building on the premium credentials of MARTINI, one of the most iconic brands in its portfolio and in the world of drinks.  Easy to make in three simple steps – pour 50ml MARTINI Bianco vermouth, add 75ml MARTINI Prosecco, top with 25ml soda water, serve over ice and garnish with fresh mint, and slices of lemon and strawberry – to create a crisp, bright spritz with subtle notes of vanilla. “With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience,” says Emma Fox, VP of MARTINI & ST-GERMAIN®. “Our MARTINI vermouth range, with its bold bittersweet flavors and lighter tasting serves, is perfect to capitalize on this global trend. With our new MARTINI, we’re inviting a new generation of drinkers to experience a true Italian icon.”MARTINI, which remains the same great-tasting, Italian vermouth, crafted with over 160 years of history and expertise, is now presented in a stylish and distinctive bottle to reflect the quality of the liquid inside. The MARTINI portfolio includes vermouth for every style of drink and occasion including MARTINI Bianco, Rosso, Fiero, Rosato, and Extra Dry, as well as the MARTINI Non-Alcoholic Aperitivo range of Vibrante and Floreale. The ‘MARTINI Dare To Be’ campaign reflects the evolution of the aperitivo occasion from a pre-event experience to the main event itself. The campaign’s vibrant and colorful visuals, invite consumers to step out of the ‘everyday you’ and step into ‘your most playful and stylish self’. Bacardi will be activating the ‘MARTINI Dare to Be’ campaign across advertising, PR and social media through 2025, reaching a new generation of modern aperitivo drinkers. Bacardi will launch a new consumer experience, Terrazza MARTINI, that will tour major European cities throughout the summer. The Terrazza MARTINI will create a style and entertainment hotspot where consumers can experience the brand’s signature drinks and more.

   

  Find out about Portada Live events planned for 2025. Portada Live events are highly curated, and the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

   

   

• Toyota

  Toyota has partnered with Sonoro,  and Latin Music and Cultural Executive AJ Ramos to launch a new podcast, Chasing Sueños. The seven-episode original podcast series with visual components, presented by Toyota Corolla, is now available on Spotify, Apple Podcasts, and all major podcast platforms. Chasing Sueños celebrates ambition, resilience, and cultural identity. Recorded in the custom-designed Toyota Studio, the series features intimate, in-depth conversations with some of the most influential Latin artists today. Episodes delve into pivotal moments of each artist’s journey—from side hustles and setbacks to breakthroughs and success stories. In collaboration with its Hispanic marketing partner Conill, Toyota actively explores partnerships that resonate with Hispanic communities during key cultural moments. The podcast series developed with Sonoro offers authentic content that forges deep connections by blending vibrant narratives with musical talent, exploring themes of hustle and success that reflect the essence of the Corolla family audience. “We’re excited for this partnership with Sonoro, providing us with another platform to create authentic connections with a young Hispanic audience,” added Andrew George, Sr. Analyst, Media, Model & Series, Integrated Marketing Operations, Toyota Motor North America. “At Toyota, we’re committed to supporting these future-makers, aligning with their hustle, and ensuring our vehicles reflect their strong drive to forge ahead and shape their own destiny.”

• NÜTRL

  

  Vodka Seltzer, the #2 spirits-based seltzer on the market, announced the national launch of its newest flavor, NÜTRL Lime, through the next evolution of the brand’s “Keep It Tasty” campaign. NÜTRL Lime is featured in the brand’s first spot in a yearlong creative suite celebrating how great taste is meant to be shared. “Keep It Tasty” is an integrated, national campaign that will come to life through four unique 15s spots and five 6s spots each highlighting the great taste and real ingredients of NÜTRL’s key flavors set in fun social occasions. The campaign will roll out across television, digital, OOH, social, radio and retail throughout 2025. The new “Keep It Tasty” yearlong campaign features friends enjoying NÜTRL in high energy settings including the beach, a music festival, a bar and even a house party.  The campaign focuses on NÜTRL’s great taste, while introducing a newly developed visual world and suite of creative assets. Brought to life by The Martin Agency, in partnership with ManvsMachine, seltzer drinkers are welcomed into the vibrant world of NÜTRL.

• Mini

  MINI has appointed a new creative partner:  Jung von Matt Group Ltd. is the new lead creative agency for international campaigns, driven by the agency’s London and Zurich offices. The corresponding call for tenders was issued on a regular basis at the expiry of the existing contracts. Previously MINI worked with Anomaly.

• Coach

  

  Coach  introduced  “On Your Own Time,” a campaign starring global ambassadors Elle Fanning, Nazha, Kōki, and Youngji Lee. The campaign introduces Coach’s Spring 2025 collection with a powerful message about having the courage to set the pace of your own life instead of racing to keep up with societal expectations of continuous progress. “On Your Own Time” is the latest exploration of “The Courage to Be Real,” Coach’s purpose-grounded platform inspiring young people to express their many selves with confidence. The campaign features two films, one starring Elle Fanning and one starring Nazha, that illustrate the idea of living “On Your Own Time” through narratives that see our lead characters evolve from being overwhelmed by social pressure to feeling confident and empowered. In the films, directed by Henry Scholfield, they move through fast-paced city environments when their phones begin buzzing with a barrage of notifications: news alerts, social updates, and calendar invites that all demand they constantly keep up. At first overwhelmed, they steel themselves and decide to put their phones away inside their Coach Tabby bags.