How Guaranteed Rate’s Hispanic Campaign Became its Best Ever
05/22/2023
Guaranteed Rate, a Super Bowl advertiser and the nation’s third-largest retail mortgage lender, is betting on reaching Hispanic consumers on their terms.
What are brands doing?
How Tajin Expands its Marketing Beyond its Mexican American Core Consumer
04/23/2023
Tajin, the Mexican company that produces several varieties of condiments consisting predominantly of chili peppers, lime and salt, entered the U.S. market in 1993. It has since obtained a considerable following among Mexican Americans. The brand also targets the overall U.S. population transcending cultural and linguistic boundaries. Portada interviewed Luis Alfaro, Brand Leader of Tajin USA.
Miller Lite’s Elizabeth Hitch: “We Ground Ourselves in How We Can Best Amplify the Mission of this Campaign to Give Back to Local Communities.”
03/26/2023
Molson Coors Marketing: it is very difficult to stand out in the highly competitive light beer category. Portada talked to Elizabeth Hitch, Senior Director of Marketing – Miller Lite North America and Global at Molson Coors Beverage Company to understand her marketing initiatives, including the recent collaboration with Colombian Singer J. Balvin.
Three Hispanic Marketing Implications of T‑Mobile’s Mint Mobile and Ultra Mobile Acquisition
03/17/2023
What are the Hispanic marketing implications of T-Mobile’s new acquisitions? Three things you need to know.
Nutrabolt’s Daniel Martin: “D2C will Continue to Be a Priority But We Know that We Will Never Reach the Scale of Marketplaces.”
03/13/2023
Beverage Marketing: Energy drinks are the most dynamic part of beverage marketing. Portada talked to Daniel Martin Angelus, VP Digital Sales & Marketing at Nutrabolt, a company that owns three disruptive and innovative performance-oriented brands. Martin talks about the evolution of beverage distribution outlets, e-commerce, the use of AI in marketing, and the company’s recent partnership with Keurig Dr. Pepper.
How Costa Farms and Curacao Capitalize on Brand Purpose to Create Brand Equity and Business Value
03/05/2023
Brand marketers from Curaçao and Costa Farms discuss how they capitalize on brand purpose to create brand equity and business value. Learn how to listen to your customers to fine-tune your brand’s purpose and leverage brand equity.
PepsiCo’s Antonio Escalona Explains How Juntos Crecemos Ties in With His Overall Marketing
02/21/2023
Pepsi is one of the few FMCG companies with a Hispanic Business unit and sales of over US $2 billion a year. Portada spoke with Antonio Escalona, PepsiCo’s Senior Vice President & General Manager of the Hispanic Business Unit, about how the Juntos Crecemos initiative ties in with PepsiCo’s overall marketing.
Inside Turbotax’s Spanish-language Marketing for Live Full Service en Español
02/15/2023
TurboTax, the software package for tax preparation produced by Intuit, recently launched TurboTax Live Full Service en Español. We talked to Alejandra Molinari, Senior PR Communications Manager, Latino, Investor & Self-Employed Media Strategy, about how she is marketing the new service.
Hyundai’s Thomas: “A Bilingual Campaign Allows for Better Communication with Each Hispanic Acculturation Segment.”
01/22/2023
Hyundai Motor America has developed and launched “The Miles that Unite Us”, its first bilingual creative campaign targeting both the Hispanic and general U.S. markets. Portada interviewed Erik Thomas, Director of Experiential Marketing at Hyundai, to understand the rationale for the campaign.
7 Insights for Brands in Multicultural America, According to Heineken, Wells Fargo, Anheuser-Busch, T-Mobile, and Minute Maid
01/17/2023
Marketing insights need to reflect the fact that brands market in a multicultural America. Seven critical insights and perspectives from senior marketers at Heineken, Wells Fargo, Anheuser-Busch, T-Mobile and Minute Maid.
E-Commerce Driving Marketing Transformation in 2023, Brands tell Portada
01/08/2023
Marketing Transformation in 2023; as we move into a new and exciting year in the marketing discipline, e-commerce marketing will continue to transform marketing, according to the brand marketers in the Portada network. They share insights related to advertising attribution, content, influencer marketing, and social commerce.
Beer Marketers See Growth in Hispanic Segmentation, GenZ, Sports and Niche-Community Approaches
11/28/2022
Where is growth in the highly competitive U.S. beer market? Portada asked beer marketers at Anheuser-Busch and Heineken about their vision for the growth of brands including Estrella Jalisco and Tecate Alta.
Buchanan’s Joyce He on How The Whiskey Brand Celebrates Latin Americans with a Soccer World Cup Campaign
11/14/2022
Whiskey Advertising is going to play an important role in the upcoming Soccer World Cup. Buchanan’s has launched a series of advertisements honoring Hispanic soccer fans. Portada talked to Joyce He, Brand Director, Buchanan’s Whisky at Diageo.
Anheuser-Busch’s Approach to Soccer World Cup Marketing
10/26/2022
The 2022 Soccer World Cup, which starts in less than four weeks, plays a very important role in Anheuser-Busch’s Marketing. Executives of the world’s largest brewer discussed their approach at a recent Portada Live event.
Javier Farfan Takes Stock of NFL Marketing as “Por La Cultura” Enters its Second Year
10/17/2022
The NFL recently started the second year of its “Por la Cultura” campaign. Portada talked with Javier Farfan, Cultural Marketing Strategist at the NFL, about this campaign that celebrates Latino heritage throughout the year. Find out what insights it is based on, how the campaign is executed, its results, and what’s next.
Is this the Weirdest Soccer World Cup Ever from an Advertising Perspective?
10/10/2022
The 2022 Soccer World Cup is less than 6 weeks away. Normally the World Cup takes place in the summer of the Northern Hemisphere and matches occur during the afternoon or evening. Not this time as the event coincides with the busiest marketing season of the year. How Hisense’s Manuel Medina Riverroll; T-Mobile’s Diego Osuna, Omnicom Media Group’s Michael Roca and UM’s David Queamante are planning World Cup advertising.
Inside Minute Maid’s Big Bet on the US $2 Billion Aguas Frescas Category
09/24/2022
Portada talked to Jorge Luzio, Group Director, Minute Maid Juice Portfolio, North America to understand his strategy to become the leader of the US. $2 billion permissible refreshment (Aguas Frescas) category.
T-Mobile’s Diego Osuna: “Segment Marketers Are the Marathoners of the Marketing World.”
09/19/2022
Diego Osuna, Sr Manager, Integrated Marketing Strategy, at T-Mobile, will be one of the key speakers at our upcoming Portada Live -in New York City and virtual- on September 29 next week. Check out the six steps you need to take into account for successful segment marketing.
CENTURY 21 and Chase on How to Successfuly Create and Communicate Diversity Equity and Inclusion Initiatives
09/06/2022
In this article presented by El Tiempo Latino, Chase and CENTURY 21 executives talked about how to create and communicate diversity equity and inclusion initiatives to internal stakeholders and consumers at a recent Portada Live knowledge-sharing event for brand marketers.
Albizu University Announces Two Important Milestones for Growth
09/06/2022
Albizu University, an accredited educational institution with three locations in Puerto Rico and South Florida, announced two key milestones for growth.