Betterware de Mexico, State Farm, Casey’s, Verizon…

• Betterware de Mexico

BetterWare de Mexico has expanded to the U.S. market as Betterware U.S. The brand, recognized for its dedication to creating high-quality, innovative consumer products that enhance everyday living, will have its new office headquarters in Dallas, Texas. International expansion is one of the cornerstones of Betterware’s growth strategy, and the U.S. launch coincides with the company’s multi-year, consistent, organic growth period.
The decision to expand into the U.S. was a natural choice because of its proximity to Mexico and an untapped customer base that is familiar with the brand. The company thoughtfully chose Dallas as the home for its U.S. headquarters because of the city’s superior distribution network and access to Texas’ growing talent pool. Betterware’s Global CEO Andres Campos believes the U.S. expansion is key to unlocking further growth. “For more than 29 years, we’ve succeeded in providing value and quality in the consumer products we make, only constrained by our geographical location,” said Campos. “Our industry knowledge reinforces our belief that U.S. consumers will continue seeking well-designed products to simplify their lives.” Founded in 1995, Betterware is the leading direct-to-consumer company in Mexico, focused on product innovation. In addition to its reputation for providing the ultimate ‘life-hack’ products, the company also creates opportunities for entrepreneurship through its direct sales model, resulting in its position as the 17th largest direct-selling company in the world, according to Direct Selling News.
Betterware’s strong manufacturing relationships allow the company to produce quality-tested, on-trend, and innovative consumer products, with over 250 new products slated for 2024. From kitchen to garden, at home or on the go, Betterware has thoughtfully crafted better-living solutions with products that make life easier. U.S. consumers can now shop a curated portfolio on www.betterware.com and have it delivered right to their door.
Founded in 1995, Betterware de Mexico is the leading direct-to-consumer company in Mexico. It is focused on creating innovative products that solve specific needs regarding organization, practicality, space saving, and hygiene within the household. Betterware’s wide product portfolio includes products and solutions for every corner of the household, including home organization, kitchen, commuting, laundry, cleaning, and other categories. Coinciding with Betterware’s direct-to-consumer business launch, it will also expand its direct selling arm to its headquarters in Dallas, San Antonio, and McAllen.

• State Farm

State Farm marketing executive Patty Morris noted at last week’s IAB NewFronts that video is critical to her marketing. “That’s how you connect with consumers. You will continue to see us in NFL and MLB games, but we are also willing to try new ways to appeal to young audiences.” One example is gaming, Morris said. As an example, she provided the gamerhood challenge, through which stories of stories of how insurance can be important are elevated through gaming. The game streams on Twitch and YouTube and, according to Morris, engages audiences at watch parties “hours at a time, which is completely unheard of.”

• Bacardi

For Bacardi’s global campaign with singer and songwriter Camila Cabello, the spirits marketer is buying media, including ESPN and TNT, with a strong focus on NBA matches.  Streaming platforms include YouTube, Vevo, Hulu, Disney, and Paramount. Bacardi will also be activating custom partnerships with Spotify and Snapchat. City takeovers in crucial markets like Miami, London, New York, and Amsterdam are planned with Snapchat.  Check out our interview with Laila Mignoni,  Global Vice President of Creative at Bacardi!

• Verizon

Houston Dynamo Football Club and Verizon announced the extension of their 2023 partnership agreement. Verizon will serve as the official 5G partner of the Houston Dash and Houston Dynamo FC through the 2024 season. “We are elated to extend our partnership with Verizon and bring our fans even closer to the teams they support,” HDFC President Of Business Operations Jessica O’Neill said. “We look forward to announcing exciting opportunities to enhance the fan experience at Shell Energy Stadium and build on the memorable experiences we saw in 2023.” Verizon will also be both teams’ presenting partner for Fan Appreciation Weekend. During the special multi-day event this fall, Houston Dash and Dynamo fans will be eligible to win unique experiences as part of the festivities. Details for the celebration will be announced on the Houston Dash and Dynamo social media channels later. “Verizon’s continued partnership with the Houston Dynamo Football Club ushers in a new era of fun and engaging fan experiences,” said Verizon Coastal Plains Market President Michelle R. Miller. “We hope each interaction will strengthen the community by fostering genuine connections and creating delightful memories.” In addition to signage throughout Shell Energy Stadium for Dash and Dynamo matches, Verizon will be featured on the training tops for both teams in 2024. Verizon will present the starting XI lineup, the go-to source for rosters, and additional details before kickoff. In addition to the series of traditional advertisements, Impossible will integrate campaign content across every consumer touch point, from creator partnerships to in-store marketing, shoppable recipes, and more over several months. Consumers in New York City, Los Angeles, and Atlanta can also glimpse the campaign across hundreds of digital billboards and kiosks, transit stations, electric vehicle charging stations, and double-decker buses.

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].

• Impossible Foods

Under the banner of its new brand identity, Impossible Foods is further staking its claim in the meat aisle with the launch of a new, massive marketing campaign targeting meat-eating consumers looking for better meat options – from plants. An audacious provocation is at the heart of the months-long campaign: “We’re solving the meat problem with more meat.” According to Impossible, one of the biggest “problems” with meat is it’s too delicious, and people eat too much of it – causing many problems for public health and the planet. Rather than force meat-eating consumers to change their lifestyle, the new work from the brand offers a reframing of “meat” by presenting meat from plants as a great-tasting solution. Narrated from the perspective of a meat eater, the lead 30-second commercial opens with a direct call-to-action for meat eaters to solve the “meat problem” with more burgers, hot dogs and meatballs from plants. The bold, Americana aesthetic of the commercial is intentionally designed to feel familiar and relatable to meat eaters, referencing cultural traditions like backyard barbecues and hot dog eating contests. The commercial premieres today, May 6, during the Live from E!: Met Gala telecast, where celebrities, tastemakers, and viewers across the country will get a delicious taste of meat from plants as they prepare for the garden-themed gala. The campaign also features a series of shorter, product-focused advertisements to introduce more consumers to Impossible’s diverse portfolio of beef, chicken, and pork from plants, which consumers increasingly prefer to taste compared to other options on the market. In doing so, the brand strives to broaden its reputation as a burger brand and reposition itself as a full-fledged meat brand. “Meat eaters have historically shrugged at meat from plants as something that’s not for them – but that couldn’t be further from the truth,” said Leslie Sims, Chief Marketing & Creative Officer of Impossible Foods.  Impossible’s in-house marketing and creative team worked closely with  Erich and Kallman to execute the work and with media agency Horizon Media to develop its innovative full-funnel media strategy, broadcasting the content across unique, brand-aligned environments.

• Casey’s

Casey’s announced a new brand campaign highlighting the contemporary convenience, crave-able food, and personalized guest experience the brand is known for across its 17-state footprint. “It’s Not Crazy; It’s Casey’s” allows the brand to stand out in the increasingly personalized, guest-centric, and digital-forward convenience store category. The campaign will run in 58 local markets this summer, with placements across broadcast, digital, streaming, social and owned platforms.  With its high-quality food offerings, unique limited-time menu options and value-driven products, Casey’s offers guests an unexpected convenience experience with restaurant-quality food, continuously giving them new reasons to choose the brand. “It has never been a more exciting time for Casey’s, with our significant growth in store numbers, food innovation, and freshly prepared offerings,” said Steph Hoppe, Vice President of Omni-Channel Marketing at Casey’s. “Now is the perfect time for our brand to position itself as so much more than a typical gas station – and ‘It’s Not Crazy, It’s Casey’s’ emphasizes the surprising reality that you can get a delicious meal, and all the other daily products you love, while filling up your tank at a convenience store. As the country’s third-largest convenience store and the fifth-largest pizza chain, Casey’s has expanded into multiple new markets across 17 states with over 2,600 locations today.

Editorial Staff @portada_online

Portada’s mission is to help business and marketing professionals understand and reach consumers in the U.S. and Latin America. Our team members are based in New York City, Los Angeles, Miami, Mexico City, and Buenos Aires, Argentina. Credibility is our biggest asset: The Portada team is passionate about producing high-quality, independent content that helps drive forward Business and Marketing throughout the Americas.