Doritos® Dinamita®
Released on February 5, the first-ever Doritos Dinamita Super Bowl commercial blows away expectations by introducing fans to Dina and Mita, a duo of unlikely heroes whose love for the spicy, flavorful of Doritos Dinamita propels them through any obstacle that stands between them and their new favorite snack. In the commercial, aired during the third quarter of Super Bowl LVIII on Sunday, February 11, Ortega, Dina, and Mita search for their favorite Dinamita chips when actor Danny Ramirez snatches up the last bag for himself. Since nothing will stop Dina and Mita from getting their hands on Doritos Dinamita snacks, the feisty pair leaves Ortega in the dust as they begin an explosive pursuit. For weeks, the brand dropped teaser images and videos (found here, here, here, and here) fueling fan speculation about what Ortega and Ramirez may have up their sleeves. Doritos became the first sponsor this year to wrap a Las Vegas building in honor of Super Bowl LVIII when a giant Doritos Chip took over the South Strip. During the promotion, fans in Las Vegas had the opportunity to win Super Bowl LVIII tickets by spotting and visiting the chip and to snag free Dinamita snacks from the Doritos Dinamita Slot Machine on Fremont Street on February 9 and at Allegiant Stadium on February 11, while supplies last. Fans also had the chance to win exclusive merchandise.On game day, the stars of the Doritos Dinamita ad spot, Dina and Mita, made their debut not only during the in-game commercial but also appeared around Las Vegas during Super Bowl LVIII. Following Super Bowl LVIII, Doritos Dinamita will maintain its momentum with an expanded focus on flavor and spice as part of its comprehensive marketing campaign. Dina and Mita will extend their presence to TikTok, appearing in videos alongside some of the platform’s top creators. The brand plans to continue collaborating with influencers, running TV and digital ads, conducting in-person sampling events, and launching a college ambassador program.
Expedia Group
Expedia Group and Netflix announced that Expedia will be the first global advertising partner to activate a multi-market campaign on Netflix’s ad-supported plan throughout 2024. The first-of-its-kind partnership marks a significant step in Expedia Group’s ambition to further accelerate global expansion while reinforcing Netflix’s multi-country advertising offering to advertisers and members, now reaching more than 23 million global monthly active users. The collaboration kicks off in Japan this month as Expedia re-establishes its position with a significant national campaign. Additional markets in the advertising partnership include the United States, Canada, Mexico, United Kingdom, France, Germany, Australia, and Brazil. Expedia Group and Netflix also announced that Expedia Group are alpha measurement partners in the United Kingdom and Brazil and together are committed to driving product innovation. Expedia’s brand platform delivers a global position, “Made to Travel,” with executions developed by an in-house creative team for each market. Netflix will air Expedia’s localized creative in each of the respective countries, with several launching through February. First up is Japan and “Two Step,” a brand-new creative specifically produced for the Japanese traveler. “Two Step” tells the story of a group of friends traveling to the USA for their passion, line dancing. The global brand platform is localized to Japanese culture as “Expedia. Step out. Everyday.” The work will be delivered on Netflix via predominantly:60 second spots, featuring Expedia’s package price tracking tools. The film was directed by director Hiro Murai and produced in-house.
TurboTax
To continue to connect with Latino taxpayers, TurboTax has launched an integrated campaign that seeks to empower and educate the Hispanic community nationwide. The Latino brand campaign which includes consumer and social media activations, public relations efforts, as well as media integrations is an extension of the brand’s “Make Your Moves Count” brand campaign for 2024 (Haz Que Tus Logros Cuenten, in Spanish). It focuses on the company’s commitment to catering to diverse individuals as it now offers all its services and products, like TurboTax Online and TurboTax Live, in Spanish. Along with two Spanish Language Spots “Tradición Familiar” and “Boda Sorpresa”, the campaign has also included:
- Latino Mobile Tour Activation #MakeMovesConTurboTax: TurboTax launched a multi-city Latino mobile tour in Miami, Houston, and Los Angeles.
- Media Integration: TurboTax collaborated with Agencia EFE to host a virtual panel moderated by EFE journalists, highlighting how TurboTax is changing tax filing for US Spanish-speaking taxpayers.
- Influencer Activations: TurboTax leveraged social media to connect with consumers, partnering with influencers like Mariana Girgenti. These collaborations aimed to amplify the benefits of TurboTax’s bilingual resources among key Latino audiences, including first-time filers, millennials, entrepreneurs, and individuals in transition.
- Bilingual Content and Tools: The TurboTax Bilingual Blog en Español expanded its Spanish-language library, becoming a comprehensive tax resource for Hispanic consumers and media.
At this exclusive event on April 11, 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].
Chipotle
Chipotle Mexican Grill launched a new Must-Visit Restaurant list featuring its most unique locations around the world, just in time for Valentine’s Day. Whether fans are in a situationship or have proven their love by knowing their partner’s Chipotle order, these restaurants feature iconic views, rich history, or stunning architecture, making them ideal to experience with someone special. Among its approximately 3,400 restaurants worldwide, Chipotle has selected its top 10 locations that make an ideal backdrop for a memorable meal: CHIPOTLE SEDONA, CHIPOTLE SCHOOL STREET, CHIPOTLE GRAND BOULEVARD, CHIPOTLE EMPIRE STATE BUILDING, CHIPOTLE CONGRESS, CHIPOTLE’S WEST DICKSON STREET, CHIPOTLE ST. MARTINS LANE, CHIPOTLE MONTMARTRE, CHIPOTLE BUCKHEAD NORTH, CHIPOTLE EVANS. It has been REPORTED by a popular dating app that people using the word “Chipotle” in their profile were 2.4 times more likely to strike up a conversation with a potential match. Over the years, Chipotle has proven to be a popular destination for couples savoring the first bites of a budding relationship those who can’t make it into a restaurant to celebrate in real life, physical and virtual Valentine’s-themed gift cards make the perfect present for burrito lovers to join one another virtually. Fans can learn more and purchase Chipotle gift cards at CHIPOTLE.COM/GIFT-CARDS.
Corona Tools
Corona Tools, a manufacturer of quality hand tools for a wide range of users, including home growers, landscape professionals, farmers, and construction professionals, is driving its direct-to-consumer marketing into the future as it focus efforts on Hispanic industry professionals, and has selected Refuel Agency to lead their strategic marketing and brand awareness. Corona initially tapped Refuel Agency to conduct custom research on Hispanic professionals. Based on the survey results, Refuel developed a hyper-targeted strategy to reach Hispanic professionals in the community, while they are commuting to or are at work. Messaging will be developed for performance creative that is specific to Hispanic industry professionals. With a retail and distribution network that extends throughout the United States and Canada, Corona’s products are the preferred choice in the lawn and garden, landscape, agriculture, and construction markets.
Total By Verizon
Total by Verizon, a fast-growing prepaid no-contract wireless carrier from Verizon,is bringing back 90’s Latin dance music and laughter to the Big Game with a new take on the hit merengue song “Suavemente.” The:30 spot is directed by comedian, producer, and musician Fred Armisen. “Suavemente” quickly became a Spanish-language standard in Latin music. The new “Totalmente” campaign, created by Ogilvy, flips the song on its head, transforming its romantic lyrics into a catchy tune called“Totalmente,” about the perks of having a Total by Verizon wireless plan. The commercial opens with a Latino couple, played by Enrique Dueñas and Betzaida Landín, on a dinner date. When Landín laments she doesn’t know how to speak to her partner anymore, Dueñas says it’s quite easy since he switched to Total by Verizon. Dueñas then breaks into a rousing rendition of “Totalmente,” complete with call-back imagery to the music video from the iconic original. The spot also includes a surprise cameo from actor Arturo Castro as a waiter serving the starring couple as the moment unfolds. The new advertisement is part of a 360-degree campaign created by Ogilvy with the “Totalmente” song available post-game on TikTok, along with an Instagram filter for fans to recreate the video. Influencers will also be choreographing “Totalmente” dances and encouraging their followers to recreate them on their channels. An extended music video version of the commercial is available to watch at totalbyverizon.com and on YouTube. The ad will air during the first commercial break of the second quarter of Univision’s Big Game telecast Sunday, February 11 and marks the brand’s big game advertising debut.
Ocean Spray Cranberries, Inc.
Ocean Spray Cranberries, Inc. has introduced a brand refresh, according to Mediapost. Eliza Sadler, head of brand elevation at Ocean Spray, collaborated closely with Stone Strategy & Design to develop a new brand strategy and visual identity. This includes an updated logo, typography, photography, and packaging. The aim is to leverage Ocean Spray’s equity strengths and iconic history in a fresh, distinctive way that sets it apart from competitors and resonates with a new generation of consumers. The brand is specifically targeting millennials to older Gen Z audiences with this refresh. Ocean Spray, owned by 700 cranberry growers across the United States, Canada, and Chile, emphasizes its commitment to this uncommon identity. The visual update coincides with the launch of new products such as Chocolate Dipped Cranberry Bites, the brand’s first Zero Sugar beverage, and the limited-edition Cran x Dragon Fruit blend. Additionally, Ocean Spray is collaborating with Absolut Vodka to introduce the Absolut and Ocean Spray Vodka Cranberry cocktail in a ready-to-drink format in mid-January.
