Sales Leads: Presidente Beer, Concha y Toro, Walt Disney Co., Powerade, Ford…

  • Walt Disney Co.

Gilbert Davila, left his position as VP Global Diversity and Multicultural Market Development for the Walt Disney Co.


  • Concha y Toro

Concha y Toro (NYSE: VCO), South America's producer and exporter of premium branded wines, is to become the official wine partner of Manchester United Football Club. The agreement aims to raise awareness of Concha y Toro and its brands worldwide, with particular focus on the key markets of Asia, Latin America, Eastern and Northern Europe. The partnership presents Concha y Toro with an unprecedented opportunity to align itself globally with a football club which inspires admiration all over the world. It also offers a number of possibilities for the winery to increase its awareness by being associated with the football team and a potent common use of image and brand.

  • En Familia

The Summer edition of Disney’s custom magazine “En Familia” obtained the following companies as first time advertisers: Toyota, Procter & Gamble, Church & Dwight.

  • Powerade

Powerade is about to start its first advertising and marketing campaign aimed at Hispanic consumers in the United States.

The Coca-Cola Co.’s sports drink product said the campaign — called Powerade Latino — will feature Guillermo "Memo" Ochoa, goalkeeper for the Mexican national soccer team. The ads will coincide with the 2010 FIFA World Cup in South Africa, which Atlanta-based Coca-Cola (NYSE: KO) sponsors. Recently, FIFA designated Powerade as “Chosen by FIFA to Hydrate 2010 FIFA World Cup Players.”

The Spanish-language campaign begins June 1 in major U.S. Hispanic markets and will be complemented by broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa produced for the Powerade Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

Creative agency Madre Buenos Aires led the creative conception and production of the TV campaign.

  • Ford

Ford launched a multifaceted advertising campaign for the Ford Fiesta, its new subcompact car, last Tuesday on “American Idol” with a 60-second commercial featuring the music from Edward Sharpe and the Magnetic Zeros.

The whimsical music and quirky advertisement is designed to help Ford appeal to young drivers as it prepares to roll out its first subcompact car since 1997.

Ford believes the primary buyers for its new small car will be millennials, or drivers born between 1979 and 1995. According to Ford, these consumers will total 70 million drivers by 2010.

Ford also is planning to launch specialized marketing campaigns to raise awareness of the Fiesta among Hispanic and African-American consumers. Sales of small cars within both groups are greater than the industry overall, said Matt VanDyke, Ford’s director of U.S. marketing communications.


  • Presidente Beer

Presidente Beer, a lifestyle brand in the Dominican Republic that is gaining popularity in the U.S., has tapped ViVA Partnership, U.S. Hispanic and multicultural marketing firm, to create a substantial "buzz" within mainstream markets, helping advance the brand to a leadership position for imported Latin beers.

Looking to a younger, adventurous market in the U.S. and the Caribbean, the client specified an online/offline grassroots campaign with emphasis on building consumer relationships via "interactive strategies." ViVA won the account in a review that included several well-known digital-focused agencies and two general market agencies.

The highly integrated campaign is set to launch in June in select markets, initially targeting South Florida residents and U.S. tourists traveling to the Caribbean. Read the complete article here.


  • Arizona Rattlers

The Arizona Rattlers are launching advertising and marketing campaigns aimed at attracting more Hispanic fans. The Rattlers are in the midst of their first season back since the Arena Football League went on an economy-induced hiatus in 2009.

The team is building its new Latino outreach around quarterback Nick Davila and reaching out to Hispanic fans challenged by tight finances.

Team spokesman Scott Harkey said the Rattlers are talking to Spanish-language newspaper La Voz and a grocery chain about new marketing partnerships focused on the Hispanic community. The team also partners with KPHE-TV Channel 44, the Spanish-language station that broadcasts Rattlers games. The team already partners with the Phoenix New Times.

  • Aflac

Insurance firm Aflac has launched an interactive Spanish-language campaign, which targets Hispanic consumers in the US. It includes a new interactive Spanish language website, an e-mail marketing push, as well as search, banner ads and homepage takeovers.

The effort targets three segments: consumers, business owners and bilingual agents. The messaging across the site and the digital marketing components has been translated from the Aflac English branding message, “You don't know quack,” which launched in January. Buttons in the messaging ask consumers if they “Conoce quack,” or “Know quack?”

Digital agency Firstborn and Aflac's Hispanic AOR Conexión created the new effort. Representatives from the agencies were not immediately available.

The site stars the Aflac Duck and features information about how Aflac works.


Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).