Bank of America
FIFA announced Bank of America, the second largest U.S. lender, as the Official Bank Sponsor of FIFA World Cup 26™. As FIFA’s first-ever global sponsor in the banking category, Bank of America will leverage this opportunity to connect with communities. Bank of America’s approach to responsible growth through community outreach, youth programming, and financial education initiatives aligns with FIFA’s commitment to developing soccer while positively impacting people across the globe. Bank of America partners with the most iconic brands in sports who share a vision for driving progress. This landmark agreement with FIFA, running through 2026, aims to further strengthen ties with and create lasting impact in the communities where the banks’ teammates and clients live and work worldwide. The partnership complements the company’s global and local market strategies, engaging a worldwide audience as it unites to experience unforgettable moments that connect people in ways that only live sport can. Bank of America’s Chair and CEO, Brian Moynihan, said: “Football connects the world like no other sport. FIFA World Cup 26 is a tremendous opportunity to celebrate the pursuit of excellence and how we deliver for our clients, teammates and the communities we serve across the U.S. and worldwide.” FIFA World Cup 26 will be the biggest and most innovative in the tournament’s history. Featuring 104 matches with 48 teams from around the world across 16 host cities in the USA, Canada and Mexico, the tournament will provide a platform for brands to engage on a truly global level, as players and fans alike take centre stage. Regarding brands’ support for soccer in the U.S., check out Soccer Marketing: Do Brands Really Believe in it?
UGG
Southern California-based global lifestyle brand UGG® launched the next chapter of ‘Feels Like UGG®.’ The campaign explores how the power of individual expression can create inspiration, community, and a sense of global connection. Shot in Seoul, South Korea, this idea comes to life by capturing a group of dynamic creatives who evoke the ethos of confidence, community, and innovation the UGG® brand is known for. “Feels Like UGG ” celebrates how we are more than iconic products and experiences. We are a Brand that makes you feel good inside and out,” said Anne Spangenberg, President of UGG® & Koolaburra by UGG® at Deckers Brands. Feels Like UGG will come to life across digital media, out of home advertising and across the brand’s owned channels including social media, e-commerce, and retail stores. “That feeling is unique and welcomes you to be comfortable in your self-expression, building connection and community where you can be your most authentic self. At UGG, we celebrate this connection and community, so self-expression is comfortable for all.” Inspired by the brand’s iconic Twin Seam stitch and how it brings two things together, Feels Like UGG® connects an inspirational global cast including Alex Consani (She/Her), HANNI (She/Her), Karabo Poppy Moletsane (She/Her), Leah Dou (She/Her), Phil Oh (He/Him), Precious Lee (She/Her), and Young Mazino (He/Him). The cast represents the UGG commitment to creating an inclusive community that celebrates unconventional attitudes, and individuals who celebrate all they are while radiating a creative energy that inspires one another. Directed by We Are From L.A., photographed by Samuel Bradley, and created in partnership with AKQA, the campaign shows the cast on an energy-filled journey throughout the streets of Seoul, a global center that celebrates modern creativity, while dressed in the new UGG Autumn/Winter 2024 collection. Feels Like UGG® opens with everyone having a solitary moment until their paths cross and their confidence catches each other’s eye. This connection takes the cast from creating solo memories to connecting and celebrating each other’s self-expressions, including Leah Dou and Young Mazino playing music in a record store, Karabo Poppy Moletsane creating one-of-a-kind works of art, Phil Oh photographing Alex Consani & Precious Lee in an impromptu photoshoot and HANNI expressing herself through song. This Fall, fans of the brand will have the opportunity to experience Feels Like UGG® in person through a series of activations and events where participants can express themselves and connect with others. September 21st will welcome the start of #UGGSeason, the brand’s social-first activation and in-store events celebrating the beginning of fall. Later this year, UGG will open the next rendition of its global FEEL HOUSE, a ten-day multi-sensory community retail space. Further details on events and activations will be announced in the coming weeks.
Garden Veggie
Garden Veggie Snacks™, a Hain Celestial brand, is proud to introduce its first national Masterbrand campaign, “YUMbelievably Delicious. “The new campaign highlights the strength of the entire Garden Veggie Snacks portfolio for the first time through national, brand-building efforts. While Garden Veggie Straws® have long been a fan favorite, the brand boasts a full pantry of crave-able bites the whole family can enjoy, including Garden Veggie™ Puffs, Garden Veggie™ Wavy Chips, Garden Veggie™ Stacked Chips, and the recently launched Garden Veggie™ Flavor Burst™ Tortilla Chips. Introduced in February 2024 to positive reception, Flavor Burst answered an unmet need for a better-for-you, flavored tortilla chip in the snacking aisle and is the #1-selling, better-for-you salty snack new product launch of 2024. Developed by creative agency BrandFuel Co., the YUMbelievably Delicious campaign will debut first in the U.S. and later in Canada with 15-second and six-second video ads and a variety of static assets for use in national connected TV, online video, and retail media. The integrated brand experience will be further supported with social media, consumer promotions and PR programming as it is embedded in 2024 and beyond. The new campaign advances the brand’s aim to connect families through everyday moments of fun, while staying true to its commitment of providing better-for-you snack options that are loved by the whole family. Launching now in the U.S., “YUMbelievably Delicious” creatively prompts snackers and families to ignite their imaginations with every bite of Garden Veggie Snacks. In the brand’s veggie-verse of boundless possibility, you can hop on a tomato-guided hot air balloon, tear across the sky on a flavor-packed tortilla chip or skip through the garden with a cluster of perfectly air-popped puffs. Enter a world of real snack adventure that only kids and kids at heart can imagine. “With Garden Veggie Snacks, we believe better-for-you snacks should be fun and taste great, and our portfolio of crave-able products delivers on that,” said Katrina Borisjuk, General Manager of Snacks and Beverages at Hain Celestial Group. “The YUMbelievably Delicious campaign sparks a joyride of imagination on a broader scale while celebrating our fun snacks and veggie ingredients that have always made Garden Veggie Snacks a family favorite.” The new campaign marks a purposeful shift in positioning for the better-for-you snack leader as it adopts ‘Garden Veggie Snacks’ as its Masterbrand identity. Founded in 2008 under the brand name ‘Sensible Portions,’ the move reflects the evolution of consumer mindsets as the better-for-you snack category has changed – and rapidly grown – over the past two decades.
Ulta Beauty
Joseph Kiwanuka has been appointed, Vice President and Group Director of Inclusive Strategy at MediaHub, a global media planning and buying agency that is part of IPG’s Mediabrands. Kiwanuka will lead the strategy for Ulta Beauty, focusing on seamlessly integrating diversity and inclusion into the company’s overall business operations and market approach.
Primark
Primark, the international clothing retailer that offers quality fashion at value prices,launched its first brand campaign in the United States, entitled That’s So Primark. Now, as the retailer works towards its American ambition of 60 stores in the US, Primark is introducing itself to American consumers and inviting them to fall in love with Primark’s value, quality, and style. That’s So Primark went live on August 12, across CTV, OTT, digital, social, radio, OOH, and digital. It is an extension of the brand’s global creative platform, aiming to educate Americans on what it means to be “so Primark.” “Across Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank,” said Michelle McEttrick, Global Chief Customer Officer, Primark. “Primark is still relatively unknown in the US, so we want to tell savvy shoppers that they don’t need to sacrifice style if they’re on a budget. Whether they’re looking for head-turning statement pieces, or everyday wardrobe essentials, we want to give American consumers the chance to fall in love with their closet over and over again.” Created in partnership with creative agency, VCCP, the brand awareness campaign is rooted in two hero films;”Window with a View”, which features alternating close-ups of two women as their faces draw closer and closer to the camera with each alternating shot, and “Fall Again” echoes that same anthem as a woman shops in a Primark store.
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].
Firehouse Subs
Firehouse Subs, the firefighter-founded hot sub-brand with a passion for hearty and flavorful food, heartfelt service, and public safety, recently launched a new national advertising campaign and jingle about its best-selling and most iconic item—the Hook & Ladder—starring real firefighters. The Hook & Ladder features a unique blend of smoked turkey and Virginia honey ham, steamed to perfection with melted cheese and toasted bread, lettuce, onion, deli mustard, and mayo. Firehouse Subs created a jingle celebrating the sandwich that highlights local heroes from across the country, aligning with the brand’s commitment to supporting local communities through the Firehouse Public Safety Foundation. In partnership with Orchard Creative, the new Hook & Ladder advertising campaign launched nationwide on Monday, August 12, 2024. In addition, for three days only—Friday, August 16, 2024 to Sunday, August 18, 2024—guests are invited to sing the catchy Hook & Ladder jingle at checkout (in the restaurant) to receive a special, medium Hook & Ladder “buy one, get one” (BOGO) offer. Fans are also encouraged to create and share their own renditions of the jingle on social media, using the hashtag #HotTastesBetter to receive a special promo code for this BOGO offer redeemable through the Firehouse Subs app or online until Sunday, August 25, 2024. “It all started with our hot subs. We have, without a doubt, the best, most craveable hot subs,” said Dena vonWerssowetz, Chief Marketing Officer, Firehouse Subs.
Tajin
Eagle Foods has partnered with G.H. Cretors, a brand renowned for its handcrafted, small-batch popcorn, and Tajín Clásico, the chili-lime seasoning, to launch an exciting new collaboration. This dynamic duo has created a flavorful fusion like never before, combining the rich, savory heritage of G.H. Cretors’ gourmet kettle popcorn seasoned with the bold, tangy zest of Tajín Clásico seasoning that will now be available exclusively at Costco Mexico and Costco USA in the Northwest Region.
Starting in July 2024, Costco members in Mexico and the Northwest Region of the USA can indulge in this exclusive snack. This collaboration underscores both brands’ commitment to delivering high-quality, delicious products that bring joy and excitement to their customers. “We are incredibly excited to partner with Tajín to bring this extraordinary popcorn flavor to market,” said Sara Kittle, Senior Brand Manager at Eagle Foods. “Our mission has always been to create the best-tasting popcorn, and this collaboration takes our product to a whole new level. We can’t wait for Costco members to experience it!” Haydee Fernández, Director of Alliances for Tajín USA International, added, “Tajín and Cretors, two authentic brands rooted in flavor, cravings, and social gatherings, have created an unbeatable combination. The rich, mildly spicy flavor profile of Tajín paired with Cretors popcorn offers a new way to satisfy your snack cravings and will have you unable to stop until the bag is empty.” Learn about Tajin’s U.S. marketing strategy by reading our interview last year with Luis Fernando Alfaro, Brand Leader, Tajin USA.
Brugal 1888
Brugal 1888, a beacon of ultra-premium rum excellence, announced the launch of La Casa Brugal – an immersive pop-up experience designed to elevate every moment of connection and celebration. This exclusive tour will travel through Florida and Texas, offering guests the opportunity to experience the best of Brugal’s rich Dominican heritage at specially chosen locations, expertly complimenting each community’s local culture and occasions. Founded in 1888 by Don Andrés Brugal Montaner, Brugal has long been synonymous with quality and craftsmanship. La Casa Brugal offers guests a unique opportunity to enter Don Andrés Brugal’s Dominican country home, reimagined as a roving casa (house) where tradition meets modern elegance. The multi-city tour was thoughtfully curated to enrich the moments we share with friends and loved ones – precisely what Brugal does best. La Casa Brugal will bring out the very best of local culture and traditions, seamlessly weaving the refined elegance of Brugal 1888 into the fabric of each city. In Florida, the tour will celebrate the state’s lively spirit and its renowned culinary scene, featuring bespoke pairings that echo Miami’s diverse gastronomy and the city’s fusion of Latin and international cuisines. While in Texas, the tour will embrace the Texan tradition and appreciation for artisanal craftsmanship, high-quality ingredients, and celebrated food culture. Partnering with local chefs at each outpost, La Casa Brugal will feature bespoke pairings that reflect each locale’s spirit, history, and artistry along the way while highlighting the interplay of flavors between the European and American oak-aged rums. This tour is about more than just rum – Brugal’s craftsmanship and Dominican warmth will transform these local occasions into unforgettable moments of celebration that bring people together. The first leg of the two-state tour began on National Rum Day, August 16th, in both Miami, FL, and San Antonio, TX. In Miami, find the first reveal of La Casa Brugal at Eating House Miami on Giralda Plaza in Coral Gables from 5-9 pm EDT, and in San Antonio, stop by The Creamery District from 4-9 pm CDT.
