Brand Marketing

Inside Cargill’s Rumba Meats Relaunch

Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers.Marketing elements with Rumba’s new look include packaging, a Facebook page, Internet website, digital banner ads, Pandora Internet Radio ads and retail point-of-sale elements. Most marketing elements incorporate the “dancing lady” graphic, representing the culture, tradition and celebration the brand embodies.


Marketer Interview: Katrina Plummer Equity Brand Manager Honey Maid

Honey Maid, a Mondelēz International brand, recently released the latest chapter in the “This Is Wholesome” campaign, which underscores importance of acceptance in the changing American culture. The campaign will be distributed on TV, online and in cinema through September 2016 in the United States. We spoke to Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International, who provided us more specifics.


6 Things You Need to Know About Best Western’s Approach to Marketing

Travel Marketing is one of the categories that are changing at the most rapid pace. As Dorothy Dowling, SVP of Marketing and Sales for Best Western International, puts it” you have to be able to pivot very quickly.”.The 30-year hotel industry veteran directs all of Best Western’s marketing and sales. We talked with Dowling about the latest (digital) marketing trends and about Best Western’s forays into the U.S. Hispanic market. 6 things you need to know.


MARKETER INTERVIEW: Volaris’ Ricardo Rivera on How Digital Marketing Should Be Reflected in a Company’s Organization

Volaris, the low-cost Mexican airline that has an important presence in the U.S. Hispanic market, is one of the pioneers in Mexican online marketing. Ricardo Rivera, Head of Marketing, Volaris (watch Video in Spanish), spoke to Portada about what he has learned in digital marketing and social marketing so far and what he recommends companies to do to keep up with the latest trends.


MORE FROM PORTADA

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO 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.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.


FIFA Adds Women’s Soccer Strategy

FIFA Adds Women’s Soccer Strategy

For FIFA, increased participation will mean increased interest in the women's game, leading to more marketing opportunities for brands as well.