Sales Leads: Burger King, Bonadea, BrandMark USA, Heineken, Tecate…

  • Burger King

Burger King and Miami advertising agency Crispin Porter + Bogusky announced Friday that they are to end their 7-year relationship. The move is another sign of changes at Burger King under its new ownership by 3G Capital. Since 3G Capital took over last year, the new owners have replaced the entire executive management team and cut hundreds of jobs. Burger King’s television commercials had already started to move away from Crispin Porter’s irreverent style and the famous King mascot.


  • Las Vegas’ Election

After relying on web videos and email blasts, Clark County Commissioner Chris Giunchigliani is hitting the airwaves Thursday with her first commercial in the Las Vegas mayoral race. Giunchigliani is releasing the commercial in both Spanish and English. Businessman Victor Chaltiel also has a Spanish language ad running on Univision and Telemundo.


  • Bonadea

Sensis was selected as agency of record (AOR) by Bonadea to help the maker of aguas frescas raise awareness of its products. The goal is to target young adults – both Hispanic and non-Hispanic – who want authentic, ready-to-drink aguas at a time when major food conglomerates are trying to break into the market.

Sensis is planning a guerilla, social media-based ad campaign to push the 2-year-old beverage company beyond its loyal base and introduce its drinks to an audience eager to taste something authentic.


  • BrandsMart USA

South Florida BrandsMart USA stores are carrying the Spanish-language version of the Dell Inspiron M5030 laptop, which includes additional keys for special characters like the ñ, as well as keys for accents and punctuation. It also loads a Spanish version of Windows 7, and Dell offers booklets and tech support in Spanish. Retailing at $499, it’s sold at the same price as the laptop’s English counterpart. “There is a huge Hispanic population, and for so many years they never had a product that spoke directly to them,” said Angus Bryan, BrandsMart vice president of merchandising.


  • Heineken

Ad Age reported that Heineken is making plans to pour more marketing money into draft beer sold at bars and restaurants as it seeks to win over new customers and reverse slumping sales trends.

The move, which will include print, billboard and digital ads, marks a change in strategy for Heineken USA, which for more than a decade has focused on its iconic green short-neck bottles sold in stores. Now the importer sees opportunity for draft beer growth as more consumers sample premium craft brews served from the tap. Roster agency Euro RSCG, part of Havas, is handling the effort.

Media Post indicates that Heineken USA's Tecate beer brand, which until now has focused its U.S. marketing on Mexican male immigrants, is expanding its target audience to all male Hispanics for its new 2011 "Celebration" campaign.

As part of this broader strategy, Tecate will for the first time test English-language TV spots in select markets, as well as incorporate Tecate Light into its creative.

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