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Ikea, Adidas, Neutrogena, Jack in the Box…and Other Brands Targeting the U.S. Consumer

An overview of brand moves and campaigns over the last seven days.


  • Ikea

IkeaCarat Global announced on X that it  “has won the IKEA business in the U.S. and is proud to expand its global partnership with Ikea at Dentsu.”
Previously, Ikea partnered with Wavemaker, a member of WPP’s GroupM. An Ikea U.S. spokesperson highlighted that the company has “evaluated” its current needs and will transition to Carat at the end of its fiscal year, which concludes on August 31. The spokesperson did not clarify whether Ikea had formally reviewed its media operations or if Wavemaker had participated in any such review. “We look forward to working with the new team as we continue our transformation and growth in the U.S. market,” read the statement, expressing gratitude for Wavemaker’s contributions. In September last year, Ikea appointed McCann as its global creative agency. The account is run out of McCann Spain, which also works on the regional account, and will span all 31 countries where Ikea owner Ingka Group operates.  The company said the new approach allows for “simplified and impactful processes that support creative quality.”

  • Adidas

Adidas kicked off the next chapter of its brand campaign as it continues its ambition to help disarm negative pressure in sports. Bringing together icons from its global football family it aims to show what is possible when managing the weight of expectation. As anticipation builds towards a summer of football, with South America’s leading football competition and EURO 2024™ starting next month, the campaign shines a light on how, alongside the excitement, international football can bring an added level of pressure to each player’s game. In fact, research shows that players are three times more likely to miss a penalty when playing for their nation as opposed to their club Tapping into this, adidas is unveiling a new brand film featuring stars of the sport and next-gen trailblazers, all of whom are set to wear their country’s shirt this summer. Spotlighting Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé and Pedri – amongst others – it aims to inspire next-gen athletes to overcome pressure and fuel their love for the beautiful game. Narrated by England legend David Beckham, the film reminds players – whether competing as defending champions or making their tournament debut – to reframe pressure and focus on the cheerful rallying cry ‘You Got This’ as they walk onto the pitch at this year’s biggest football tournaments.

  • Neutrogena

Neutrogena Beach Defense, owned by Johnson & Johnson, is the presenting launch sponsor of Familia by PARENTS, a new community created to celebrate and support Latine families and caregivers everywhere. Familia by PARENTS launches with more than 20 stories as well as a dedicated social media presence across multiple platforms. Familia by PARENTS is an evolution of the former Parents Latina brand that cultivates community through social-first content and on-site editorial. Consumers will find stories that provide support, inspiration, and solution-based tips around timely topics that matter to this hugely diverse population.

Portada LiveAt 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].

  • Jack in the Box

Jack in the Box unveiled a brand new Jack’s Munchies Under $4 Menu, featuring some of the brand’s most beloved, iconic menu items, plus a new edition. Launching June 3, this new permanent addition to the Jack menu brings fans servings of Tiny Tacos, French Toast Sticks, new Sourdough Grilled Cheese and more, all under $4 — making Jack the spot for ultimate cravings and savings. Separately, Rapper Ice Cube collaborated with Jack in the Box on the “Munchie Meal” , a new advertising initiative created in collaboration with creative agency TBWA\Chiat\Day LA, which supports Cube’s Munchie Meal, starring Cube. The creative includes a :30 live action digital spot, two :15 live action spots, TVC and social assets.

  • Skyy Vodka

Campary Group-owned Skyy Vodka is launching a global ad campaign. The “Embrace Every Y” campaign will launch first in the United States and Canada. It will be backed by a comprehensive marketing strategy that incorporates digital assets, including 15——and 6-second videos, stills, and GIFs, to be amplified through OLV, paid social, and search across channels including YouTube, Hulu, Facebook, and Instagram. Asset rollout in other global markets will follow. The “Embrace Every Y” campaign was developed in collaboration with New York-based creative agency SMALL, featuring the support of DMB productions. Says Luca Pannese, executive creative director of agency SMALL, “We set out to create a world SKYY could own: effortlessly cool, real, sensual, and fun. Every detail is meticulously crafted, from the foam on each espresso martini, to the shining disco ball, to the beautifully detailed fingernails. With this campaign we hope to attract not just observers, but participants, fully immersed in each moment of life.”
“After successfully relaunching SKYY® Vodka globally over the past two years, we’ve seen high rates of recruitment and consideration thanks to our exceptional quality,” said Raul Gonzalez, Global Managing Director for Spirits at Campari Group. “The next step is to focus on building brand love with our consumers. The campaign is meant to exemplify their passion for elevating the ordinary and living life to the fullest – a value SKYY shares. We look forward to welcoming more people into the world of SKYY by embracing the bold, vibrant spirit the brand was born with.”

  • Felix Pago

Money transfer service Felix Pago raised US $ 15.5 million in a round of funding, Techcrunch reports. Felix Pago uses a WhatsApp chatbot to transfer money. Remittances from workers in the U.S. to their families and friends in Latin America amounted to $155 billion in 2023. With such a vast opportunity, banks, money transfer companies, retailers, and fintechs are all trying to make transfers more convenient on both sides of the transaction.


  • ADT

Horizon Next has earned the media business of ADT. “Great to win a great brand with a great team. Congrats to all that helped bring ADT back to Horizon Next,” Ken Nippes,




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