A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Heineken USA announced the launch of Indio, a unique Mexican dark beer. Brewed and sold in Mexico since 1893, Indio was introduced in June across eight key markets in California, Texas and Illinois. The 12 oz. bottled dark beer, known for its malt character and light caramel aroma, is available at key on and off-premise locations in Los Angeles, San Diego, San Francisco, Chicago, Austin, Dallas, Houston and San Antonio in 6-pack and 12-packs. “Not only does the launch of Indio in the U.S. strengthen Heineken USA's portfolio and strategic innovation platform, but it supports our ambition of becoming the leading beer company in the U.S.,” said Felix Palau, VP of marketing, Indio (Palau will be one of the major speakers at Portada’s upcoming Hispanic Advertising and Media Conference in NYC, Sept. 20, 2012). Indio's non-traditional marketing efforts were designed to mirror its unique consumer and will include online communication, digital advertising, OOH postings and murals, and influencer sampling. These elements will kick-off in May to coincide with the brand launch. Creative was developed by Olabuenaga Chemistri and placed by MediaVest's MV42 Degrees. In addition, Heineken USA hosted “The Indio Experience,” a series of Indio Road Shows for distributors and retailers in key markets to introduce the brand and offer insight into its target audience. This was accomplished through which immersed attendees into the passion of Indio's consumer through live performances from DJs and bands, Spanglish tutorials, and brand sampling.
- Virgin Mobile
A report by Bloomberg said that the Sprint-owned pay-as-you-go carrier Virgin Mobile opened 10 retail stores on Friday in Chicago, as part of its plan to leverage iPhone’s expansion into the prepaid wireless space. With the openings, Virgin Mobile will become the second U.S. prepaid service to offer the Apple device, following the iPhone’s debut at Leap Wireless International on June 22. The new stores, said the Bloomberg report, also mark a strategy shift for Virgin by opening its own stores rather than relying on retailers such as RadioShack and Best Buy to market its services.
Tampico Beverages is promoting its recent launch of an interactive “Piñata Bash” social media contest and 3D Facebook app with digital media buys targeting young consumers. Digital Media properties bought include Batanga and BET Networks, Tampico Beverages, VP Marketing at Tampico Beverages tells Portada. Miami based agency Roar Media is placing the buys. The campaign is taking place place throughout the summer. The cornerstone of the effort lies in community engagement, through event marketing, as well as promotion activities at the point of sale. Tampico is promoting its 20-ounce, single-serve, refrigerated juice drinks among young adults in target markets nationwide.
- Consolidated Credit
In an effort to better serve the Hispanic community Consolidated Credit is creating new educational materials in Spanish and disseminating information through social media outlets targeted to Latino families. "After 19 years of serving the Hispanic community it was time to extend our educational content in the Spanish language," Howard Dvorkin, founder of ConsolidatedCredit.org and CPA, said. "We need to work on teaching the Hispanic community how to successfully manage debt while improving their credit history." Roughly 30 percent of Consolidated Credit's clients are Hispanic, making them the number one credit counseling agency for Latinos in the United States.
Bimbo presented Copa Univision 2012, one of the largest soccer tournaments held in North Texas. The tournament took place June 30 – July 1 at McInnish Park in Carrollton, Texas. "This tournament supports the youth in Dallas and Fort Worth," said Bimbo Brand Manager Cristina Torres. "We support initiatives that get kids exercising, teach important skills such as teamwork and help our community."
- Unilever Global
Mediapost reports that Unilever has awarded its $6 billion worldwide planning account to media agency PHD. The account was put up for review in January. Incumbent on the planning account was Mindshare. PHD will get Unilever’s planning duties on a global basis. Last month, it was announced that Mindshare would retain Unilever's $1.3 billion U.S. media buying duties without a review.
- Aldi – Houston
Retail chain Aldi plans to open up to 30 stores in Houston starting in 2013, the Houston Chronicle reports. Aldi will invest US $100 million and create 400 jobs.
ZocDoc, a company with a mission of improving patient access to healthcare, introduces ZocDoc en Espanol.
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