Verizon
Verizon announced the launch of a new campaign, Textspañol, a unique crowdsourced online resource dedicated to the growing lexicon of Spanish textspeak. According to a recent Nielsen study, Latinos spend more time on almost all social media and messaging services, with those aged 18-34 being twice as likely to use apps like WhatsApp. This heavy usage has fostered a diverse range of digital Spanish dialogue that varies across ages, regions, and cultures, reflecting the nuances of local communities.To celebrate and capture this unique fusion of lifestyle, technology, and Latinidad, Verizon is introducing two ways for users to share their favorite Textspañol terms throughout Hispanic Heritage Month: the toll-free number for texting, (833) XQ-DICEN/973-4236 and the website, Textspañol.com. Additionally, Verizon has partnered with Humberto Cruz, the renowned Mexican-American illustrator behind Karol G’s vibrant “Manaña Sera Bonito” album cover, to infuse the site with his signature collage-like style and create assets that will remain accessible beyond October 15. (Check out our recent interview with Arturo Picicci, VP of Value Brands at Verizon.)
Starting September 3, consumers can simply:
- Text “Hola” (Spanish) or “Hello” (English) to (833) XQ-DICEN/973-4236 and follow the prompts.
- On mobile, visit Textspanol.com to connect to (833) XQ-DICEN/973-4236 via your messaging app.
- On desktop, visit Textspanol.com and follow the homepage instructions to connect to (833) XQ-DICEN/973-4236.
Michelin
Michelin, the tire and travel guide company based in France, has chosen Omnicom Media Group (OMG) as its new global media agency, as reported by industry sources. This decision follows a competitive review and represents a significant achievement for OMG, which will oversee Michelin’s media planning and buying on a global scale. The pitch involved incumbent Havas, along with Publicis Groupe, GroupM, and Omnicom. The global media account for Michelin is valued at US$89.5 million, according to Campaign US. This change represents a break from Michelin’s prior partnership with Havas, which had managed the global media account since 2017, having taken it from MEC, now known as Wavemaker. Notably, Michelin is valued at US$7.9 billion and has been recognized as the most valuable tire brand globally for seven consecutive years, according to Brand Finance.
Nutrilon
Dentsu’s iProspect unit has been appointed as the media agency of record for Reckitt Nutrition in the U.S., according to Mediapost. This appointment follows a competitive review and marks an expansion of an existing partnership. iProspect has been managing Reckitt Nutrition’s media in key markets across EMEA and APAC for over five years. The new assignment involves developing “insight-based media strategies” to effectively reach and engage consumers with targeted messaging. The agency will leverage Dentsu’s proprietary Merkury global data and consumer identity platform, which covers 95% of U.S. individuals and households, including over 268 million reachable U.S. adults, to enhance audience creation through planning, activation, measurement, and optimization.
Tequila Don Julio
Tequila Don Julio, the original luxury tequila of choice in Mexico, and Mexican-American fashion designer, Willy Chavarria, are continuing their longstanding partnership this season to celebrate modern Mexico and its beloved traditions with the release of the Tequila Don Julio 70 Añejo Cristalino Artist Edition bottle. Inspired by his upbringing in the San Joaquin Valley of California and his love for art and luxury design, the artist edition showcases Chavarria’s creative vision and depictions of one of the most respected Mexican holidays – Día de Muertos. Tequila Don Julio 70 Añejo Cristalino was originally launched in 2012 in celebration of the 70th anniversary of when Don Julio González first revolutionized the tequila category. This fall, Tequila Don Julio is releasing the Tequila Don Julio 70 Añejo Cristalino Artist Edition bottle with celebrations that will roll out across the nation, starting with Willy Chavarria’s Spring/Summer 2025 runway show in New York City that will debut an exclusive capsule collection inspired by Tequila Don Julio and continuing with Mexican Independence Day in Chicago and Día de Muertos in Los Angeles. Follow @DonJulioTequila and @WillyChavarriaNewYork to get a first look at the exclusive capsule collection and learn more about how you can join in on the celebrations this fall. The Tequila Don Julio 70 Añejo Cristalino Artist Edition bottle designed by Willy Chavarria is sold for an SRP of US$69.99 for a standard 750ml bottle at select retailers nationwide and online at DonJulio.WillyChavarria.com as well as TheBar.com, ReserveBar, Caskers and more while supplies last.
Pizza Hut
Pizza Hut has ended its six-year partnership with its creative agency of record, GSD&M, according to a spokesperson who confirmed the news to Ad Age. The spokesperson did not specify if the pizza chain plans to initiate a formal agency review but mentioned they are assessing the “best partner for our future goals.” GSD&M, owned by Omnicom, had recently been gradually losing assignments. In 2023, Pizza Hut spent US$234 million on U.S. measured media, a decrease from US$244 million in 2022, according to Vivvix data, including paid social insights from Pathmatics. In the first half of 2024, the chain spent US$99 million on U.S.-measured media.
Behr
Deutsch LA has rejoined Behr Paint Company as its creative agency of record, launching the 2024 “Today Let’s Paint” campaign. The two previously collaborated from 2019 to 2021, developing the same campaign that remains active today. The decision to reunite was based on the success of their earlier partnership. Deutsch LA will now handle a full-service, 360-degree role, with a strong focus on expanding Behr’s appeal to new and diverse audiences. The agency has been tasked with delivering innovative and groundbreaking work. The 2024 “Today Let’s Paint” campaign continues Behr’s theme of empowerment and DIY, presented with a light-hearted, comedic tone. The campaign emphasizes that no other paint compares to Behr, with the tagline, “it ain’t Behr.” The campaign launched across broadcast, CTV, OLV, and social platforms in the U.S. on August 19.
BMW
Car maker BMW, is planning to advertise its priciest car series, BMW blog reports. A new ad campaign features the 7 Series, X7, and the big kahuna – the controversial XM. A new 60-second video shot in 4K titled “Lifelines,” features the fully electric BMW i7. Other ads show the M8 Coupe in a rocky landscape and the M850i during the fall. Elsewhere, the X7 tackles mountain roads while the XM poses next to the beach. Commercials will be broadcast on BMW’s Instagram social media channels, as well as on YouTube. In addition, the company is working on outdoor/print advertising and TV commercials to put the spotlight on its quartet of high-end products. These ad efforts will commence in the United States but other regions will follow next month: Germany, the UK, Czechia, Poland, Japan, South Korea, China, and the Middle East.
At this exclusive event on September 19, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including Latin American marketing, e-commerce marketing, and leveraging marketing technologies. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].
Coors Light
Coors Light, the official beer sponsor of the Leagues Cup since 2023, celebrated the Columbus Crew’s victory in the 2024 tournament with free beer for residents aged 21 and older at select bars in Columbus last August 31. The celebration was part of Coors Light’s “Refresh the Game” campaign, which included a sweepstake for a trip to the championship match and interactive fan spaces at tournament games. Coors Light provided exclusive merchandise and beer for the winning team at the championship match. Coors Light has teamed up with Columbus Crew player Cucho Hernandez to further promote the celebration to inform residents about the free beer offer, which can be found at www.coorslight.com/en-US/freebeercolumbus. Participating bars include Library Bar, Vic Village Tavern, Leo’s on the Alley, Oldfield’s, Boston’s, and Novak’s Tavern and Patio. For those unable to visit a bar, a Champions Gift Card valued at US$25 can be purchased online, which also comes with a limited-edition Coors Light-branded ski goggles. After the Crew’s remarkable win, Coors Light aims to enhance community celebration and fan engagement.
PepsiCo
PepsiCo announced the launch of “Taste of Tomorrow,” an initiative designed to increase Black representation in Science, Technology, Engineering and Math (STEM) careers because, despite the rapid growth of STEM jobs, Black professionals remain underrepresented making up only 9% of the STEM workforce. To help address this disparity, PepsiCo and the PepsiCo Foundation are investing US$350,000 in financial support and providing additional resources to Historically Black Colleges and Universities (HBCUs), particularly for students pursuing careers in food science and technology. Research indicates that a reduction in public programs in urban areas, and limited representation of Black high achievers in STEM have contributed to the underrepresentation of Black professionals in the field. To address this, PepsiCo and the PepsiCo Foundation have launched the “Taste of Tomorrow” initiative, focusing on Historically Black Colleges and Universities (HBCUs).The initiative includes US$250,000 in scholarships for STEM students across nine HBCUs for the 2025 school year, with applications open from September 9, 2024, to December 2, 2024. Additionally, PepsiCo is providing US$100,000 in STEM resources to Florida A&M University and Prairie View A&M University and will host R&D educational workshops at these schools. PepsiCo will also engage students with on-campus culinary innovations through its brands Pepsi® Zero Sugar and Doritos®, and bring notable talent, including campaign spokesperson and HBCU alum 2 Chainz, to inspire and support students. The “Taste of Tomorrow” initiative reflects PepsiCo’s commitment to supporting HBCUs, promoting diversity in its talent pipeline, and addressing systemic barriers to create economic opportunities in underserved communities.
V&V Supremo Foods, Inc.
From humble beginnings in 1964 with just US$500, Gilberto Villaseñor, Sr. and Ignacio Villaseñor crafted authentic Mexican products, bringing a taste of home to Chicago. Their love and dedication to quality and tradition transformed a small venture into a cherished family-owned business that now serves the greater United States. Over 60 years later, the tradition of quality and family values continues, bringing great memories through great food. Today, the legacy is carried on by Gilberto Villaseñor II and Philip Villaseñor, sons of the founders. Today, V&V Supremo® is more than just a producer of fine dairy products; it has become a cultural icon, contributing to the richness of Mexican cuisine in the United States. As V&V Supremo® celebrates this significant anniversary, the company looks forward to continuing its tradition of excellence, blending time-honored techniques with modern innovations to serve the next generation of customers. The celebration of the company’s 60th Anniversary will be held at its Annual Quesolandia® Picnic in Chicago on September 14, 2024, a beloved tradition that brings together friends, employees, and their families for a day of fun and festivities. The company invites influencers, content creators, and members of the press to contact its Media Relations Department to join the celebration and cover this milestone event. Your presence will help share the story of V&V Supremo® as the company marks this landmark occasion.
Mars
Mars, the maker of some of the world’s most-loved high-quality brands, including M&M’S®, SNICKERS®, BEN’S ORIGINAL™, PEDIGREE®, and IAMS®, announced that it is currently accepting submissions for its 2025 Forrest E. Mars, Jr. Chocolate History Grant through October 26, 2024. The grant provides funding for innovation in chocolate history research, cocoa science, scholarship, and education. For the first time this year, a teacher grant category has been added to aid educators in their classrooms. Created in 2013, the Forrest E. Mars, Jr. Chocolate History Grant has awarded over 55 grants totaling over us$550,000 to historical, educational, civic, and community organizations since its inception. Grant-funded programs and exhibits have been experienced by tens of thousands of people across North America. Submissions can be made on the AMERICAN HERITAGE® Chocolate website at https://www.americanheritagechocolate.com/grants/grant-application/. AMERICAN HERITAGE Chocolate is a line of artisanal chocolate products developed from ingredients that date as far back as 1750. Developed by Mars, AMERICAN HERITAGE Chocolate helps illuminate the stories of our collective history. Educational impact will be at the forefront of this decision process, as will attention to equity, inclusion, and diversity in the proposal. Forrest E. Mars, Jr. Chocolate History Grant winners will be announced at the annual meeting of the Heritage Chocolate Society scheduled for February 19-20, 2025 in Washington, DC.
