A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
• Gillette- El Chicharito
Mexican soccer star Javier “El Chicharito” Hernandez has closed a sponsorship agreement with Gillette. The deal includes a marketing and advertising campaign. The sponsorship period starts in December 2012 and lasts until after the 2014 Soccer World Cup in Brazil.
• Johnson & Johnson
Johnson & Johnson has retained Interpublic Group of Cos’ Universal McCann as its North American media agency following a review. J3, the agency dedicated to the Johnson & Johnson brands, will continue to lead the account in its New York and Toronto locations. J3 is the dedicated agency within UM that has been serving the marketer’s account. In a statement the marketer said it had completed “a review of media planning and buying agencies to support its North America businesses across our Consumer, Medical Device & Diagnostics, and Pharmaceutical sectors and will retain the incumbent agency.” It added: “The review began several months ago with the objective of leveraging the company’s scale to identify cost savings and increase value. Johnson & Johnson has partnered with UM since 1973 and we look forward to continuing our strong partnership.” J&J spent $2.6 billion globally on advertising last year and $1.94 billion in the U.S., according to Kantar Media.
• Ad Council, – USDA – FDA and CDC
In an effort to help protect Americans from food borne illness during the Thanksgiving season, the Ad Council, the U.S. Department of Agriculture (USDA)’s Food Safety and Inspection Service, the U.S. Food and Drug Administration (FDA) and the Centers for Disease Control and Prevention (CDC), in partnership with Food Network Star’s Martie Duncan, are helping to dispel many of the common myths surrounding the preparation and serving of the holiday turkey meal. Food poisoning, also called foodborne illness, is a serious public health threat in the U.S. The CDC estimates that approximately 1 in 6 Americans (48 million people) suffer from foodborne illness each year, resulting in roughly 128,000 hospitalizations and 3,000 deaths. TV personality and home entertaining expert Martie Duncan joins the Food Safe Families campaign to offer meal preparation tips and demonstrate safe food practices. The campaign was created pro bono by ad agency JWT New York, the campaign includes English and Spanish-language television, radio, print, and Web advertising, as well as English-language outdoor PSAs and an integrated social media program.
Tito El Bambino and Wendy’s announced the identity of the secret sandwich featured in the “Wendy’s Secret Sandwich” Contest earlier this month. Fans can check out Tito El Bambino’s announcement at www.celebraconwendys.com/sandwichsecreto. Later this month, the lucky winner of the contest, who will be traveling to see Tito El Bambino in concert next year, will be posted on Wendy’s Latino Facebook page at www.facebook.com/wendyslatino. “We’re dedicated to providing our customers with distinctive, unique flavor combinations with premium ingredients,” said Jesus Valdez, Wendy’s Director, Brand Management for U.S. Hispanic Markets. “This is the time of year to enjoy all that the season has to offer, and now that the secret sandwich is out of the bag, we’re excited to offer this delicious sandwich to our fans.” Fans can visit Wendy’s Latino Facebook page at www.facebook.com/wendyslatino for news on the latest products, offerings and contests, including the “Como es el Sabor de Tus Fiestas? Contest,” which opens this week at www.celebraconwendys.com/fiestas.