- Kaiser Permanente
Kaiser Permanente launched – “Música es salud” an in-language website where users can download music to support them in living healthier lives. Based on the concept that music is good for the health by helping you relax the mind, get revved up for a workout, give a mood boost or even fall asleep easier; “Música es salud” provides Latinos with playlists to help them reap these health benefits. The “Música es salud” website curated by Accentmarketing, Kaiser Permanente’s Hispanic agency of record, in partnership with music branding agency Timbre, builds on Kaiser Permanente’s “Viva Bien” (Thrive) campaign that emphasizes total health and living well. “We at Kaiser Permanente are committed to the well-being of the Latino community. Our focus is on total health and we strive to provide innovative, and engaging tools to help our members, as well as the community at large, thrive,” said Lisa Ryan, Senior Director of National Advertising, Kaiser Permanente. A new extensive series of brand ads created by Accentmarketing also launched this month. Among them, radio spots, billboards, and digital banners encouraging consumers to look at the world a little differently; a soccer ball can be a remedy for stress, a dog can be a personal trainer. Accentmarketing has been responsible for Kaiser Permanente’s Latino branding Spanish and bilingual campaigns in partnership with Campbell-Ewald since 2005.
- Obama Campaign
President Obama's re-election campaign has released four new Spanish-language ads by “Latinos for Obama”, each ending with the phrase: "Esta eleccion si importa," which in English means, "This election does matter." The television and radio ads launched last Wednesday in battleground states Colorado, Nevada and Florida feature campaign volunteers talking about how the president's policies on education have helped the Latino community. Obama’s campaign also has developed a Spanish-language website and is recruiting Spanish-speaking voluntaries.
- MiTu-Beehive Group
Beehive Group, a Los Angeles based boutique marketing agency that specializes in Latino engagement is working with MiTu Latino on both B-to-C and B-to-B launch strategies, including overall marketing guidance, launch events, and press & publicity. MiTu Latino is a new online video network targeting bi-cultural Hispanics. In addition, Beehive Group is working with MiTu to develop a vlogger loyalty and engagement program for their content-makers.
- Cerveza Medalla Light
Puerto Rico’s Compañía Cervecera de Puerto Rico has started to export its Medalla Light brand to Florida. The move is part of a US $ 100 million expansion. The company said that the lager beer started to be for sale at retailers in Olando, Tampa and Central Florida areas which are heavily populated by Puerto Ricans. It will available in the rest of the state by the end of the month. CEO Camalia Valdés said that the goal is to sell at least 175,000 beer cases per year in Florida and, possibly, expand the presence to other states. Launch Beverage Companies will be the beer distributor. Compañía Cervecería de Puerto Rico also produces beer brands Magna Special Craft y Silver Key Light in the Puerto Rican market.
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