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Michelob ULTRA
Beer brand Michelob ULTRA is back with a new Super Bowl campaign that reminds fans that you don’t have to choose between an active and a social life. The beer brand brewed for active living and social connections is back on the Super Bowl stage alongside some of the biggest names in sports and entertainment. This year’s commercial takes place in a South Florida beach setting, with a campaign that brings to life a scenario that fans everywhere can relate to. “Superior Beach,” this year’s 60-second spot, stars global soccer superstar, Lionel Messi, in his first-ever Super Bowl commercial appearance. Messi appears alongside Emmy award-winning actor, Jason Sudeikis, and Hall of Fame quarterback, Dan Marino. The spot follows the sports and entertainment legends enjoying an impromptu game of pick-up beach soccer to show that whether you’re a legend or an everyday athlete, you don’t have to choose between being active and being social. The Super Bowl campaign is the next chapter in Michelob ULTRA’s partnership with global soccer icon Lionel Messi, and its investment in the sport, following the brand being announced as the Official Global Beer Sponsor of Copa América USA 2024™.Michelob ULTRA’s Super Bowl commercial was directed by Adam Berg and created by Wieden + Kennedy New York.As part of Michelob ULTRA’s “Superior Access” platform, the brand will gamify this year’s spot and give fans a chance to win prizes. Fans can stay tuned to Michelob ULTRA’s social channels for more information.Fans can purchase Michelob ULTRA through a series of shoppable media via their apps, email marketing, push notifications, and social posts serving as the ultimate shopping destinations for all football viewing party needs.
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Toyota
Japanese automaker Toyota is planning to broadcast a Spanish-language ad during the Univision broadcast, a spokesperson at Saatchi & Saatchi told Portada on behalf of Toyota, saying that “more details will be released at a later date.” Toyota is certainly not new to Spanish-language and bilingual Super Bowl advertising. In 2006, it ran what is believed to be the first bilingual Super Bowl ad to promote the Camry Hybrid. Conill, a Saatchi & Saatchi North America company, is Toyota’s Hispanic creative agency and handles Hispanic creative, planning, and digital buying. Saatchi & Saatchi manages Toyota U.S. general market creative, planning, and buying, while Publicis Media’s Zenith handles all Linear TV buying. Toyota is the NFL’s official automotive partner, based on a multi-year sponsorship deal announced in October 2023. This gives Toyota a unique advantage over other carmakers when leveraging its Super Bowl ad investments, as it can use the NFL trademarks. To read the full story, visit: Toyota To Run a Spanish-language Ad at the Super Bowl
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Peter Piper Pizza
Peter Piper Pizza has named Citrus Advertising as the new agency of record, for brand, creative and media services. Citrus kicked off the partnership by filming a series of new commercials and introducing a new brand positioning: The Fun Is Baked In. Howard Smith, Chief Marketing Officer of Pizza Properties Inc., the largest Peter Piper franchise group, expressed enthusiasm for the new tagline and positioning for “The Fun Is Baked In” or “Diversión en Cada Bocado.” The commercials, filmed in Phoenix in partnership with True Story Films, include real customers who were invited to experience the fun for themselves. The new campaign will launch with media starting March 18, 2024, with new spots premiering throughout the year.
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Meijer
Meijer reaffirmed its commitment to growing its selection of Black-owned brands to meet customer interest and demonstrate its support of small businesses in its communities. Since formalizing this program in 2021, Meijer has grown its selection of Black-owned brands by nearly 35%. When a certified diverse supplier joins Meijer, the Supplier Inclusion team welcomes them with a robust program that includes onboarding, training, and networking events that demonstrate not only how to do business with Meijer, but also how to grow within the retailer’s six-state footprint and three store formats. Called the Meijer Grow Academy, this program helps diverse businesses every step of the way, presenting foundational material on brand strategy, marketing, product packaging, operating processes, and distribution capabilities, among other topics. Suppliers also receive 1:1 coaching from Meijer buyers, Supplier Inclusion, and other business teams to help them strengthen their business in reaching more customers. A curated product offering will be displayed in all Meijer supercenters in celebration of Black History Month throughout February. The collection spans various product categories, including Grocery, Health & Beauty, and Home, offering customers a unique opportunity to further discover and support the Black business community. For Black-owned businesses interested in partnering with Meijer, please visit the Meijer VendorNet. Meijer Supplier Inclusion programs are open to all diverse, non-diverse, and local vendors.
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].
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J.Crew
J.Crew Group, a retail company that specializes in fashion apparel and accessories, has named independent agency PMG as its media agency of record following a competitive review, according to Adweek´s AgencySpy. PMG will handle media across all brands, including J.Crew, Madewell, and J.Crew Factory. The media AOR appointment marks the return of J.Crew and J.Crew Factory to PMG’s client roster.PMG will oversee the management of the brand’s digital media presence. The recent account acquisition enhances PMG’s standing in the retail sector, adding to its role as the U.S. media AOR and global technology provider for Nike. PMG also holds AOR responsibilities for Kohler, Lilly Pulitzer, Nothing Bundt Cakes, NRG, Ralph Lauren, and Shake Shack. According to COMvergence’s projections for 2023, J.Crew is expected to allocate approximately US$90 million in media spending, while Madewell is estimated to invest around US$25 million.
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Supergoop
Popular sun care brand Supergoop has selected Digitas as its official U.S. media agency, as revealed exclusively to Campaign US. The collaboration started on January 1 after Digitas secured the account through a competitive pitch. Digitas’ responsibilities for Supergoop encompass various areas, including paid search, paid social, display, video, retail strategy, influencer engagement, and data analytics. The agency’s New York office will spearhead the account, supported by additional resources from its Boston headquarters. According to COMvergence, Supergoop is estimated to allocate approximately US$10 million for U.S. media spending exclusively on digital channels.As reported by Fortune Business Insights, the global sun care market achieved a valuation of nearly US$14 billion in 2022 and is projected to reach US$19.65 billion by 2030. Founded in 2005, Supergoop has experienced substantial growth in recent years, with sales skyrocketing from US$20 million in 2017 to an impressive US$250 million in 2022.
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YSL BEAUTY
YSL Beauté announced Brazilian actress, model, and rising “it girl,” Bruna Marquezine as its newest US Makeup Ambassador, continuing the brand’s legacy of championing empowerment. Joining Lila Moss and Lil Nas X, Bruna’s characteristic style and advocacy are just two aspects that have propelled her to become “one to watch,” embodying the values of YSL Beauty. Bruna will star in YSL Beauty’s “Sweet Like Candy” makeup campaign shot by renowned photographer Amy Troost, with makeup looks created by YSL Beauty’s Global Beauty Director, Tom Pecheux. A star since childhood, Brazilian-born Bruna’s influence has transcended with more than 30 film and TV credits to her name, including the 2023 superhero movie Blue Beetle, in which Bruna was the first Brazilian protagonist in DC history. Bruna is a powerful presence on social media, sharing insights into her daily life, work, and advocacy for environmental and charitable campaigns; reinforcing YSL Beauty’s presence and commitment to the LatinX community and the values they hold so close to their heart. The new campaign conveys a modern message of female enjoyment, explored through addictive textures and luscious shades. Bruna will also bring her star power to paid social, street out-of-home, digital media, and red-carpet appearances for the brand.
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SheaMoisture
Unilever´s SheaMoisture announced the launch of its first-ever deodorant range which includes six antiperspirants and two whole-body deodorant options designed specifically for the needs of melanin-rich skin. The line is Black dermatologist-approved and offers products addressing even skin tone, moisturization, and smooth skin while providing odor and sweat protection. As part of the launch, SheaMoisture is partnering with artist Coco Jones to highlight the importance of addressing the holistic needs of melanin-rich skin. The singer-songwriter and actress actively inspires Black and Brown women to never compromise or settle – and this extends to our beauty and personal care regimen.SheaMoisture research1 found that 80% of Black and Hispanic consumers feel like beauty and personal care products are made for someone else, which inspired the brand to go beyond their current offerings and expand into the deodorant category. The full line is available on Amazon.com and will be available nationwide at food, drug, and mass retailers on February 5th.
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Walmart
Discount retail giant Walmart is set to re-enter a growth phase, announcing plans to build or expand over 150 stores in the U.S. within the next five years. After a hiatus in domestic brick-and-mortar openings, Walmart aims to remodel 650 stores across 47 states and Puerto Rico in the next 12 months, generating tens of thousands of jobs. The company, led by John Furner, President and CEO of Walmart U.S., is also developing a nationwide network of affordable electric vehicle fast-charging stations. The initial phase of this expansion will see two new Neighborhood Market stores opening in Florida and Atlanta, with a focus on smaller store formats. Walmart’s investment of over US$9 billion in the past two years has contributed to upgrading more than 1,400 stores, emphasizing energy-efficient equipment, lighting, and environmentally friendly refrigerants in the upcoming expansion.
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Verizon
Verizon will return to the Super Bowl with in-game advertisements both on CBS and Univision. As previously announced – Total By Verizon is also airing a spot on Univision. Verizon is teaming up with Sphere for an activation on the Exosphere – the largest LED screen in the world – to transform the Las Vegas skyline and showcase the network NFL fans rely on in a way that only Sphere and Verizon can (Check out our interview today on Verizon Marketing with Cheryl Gresham, VP, and CMO at Verizon Value). The activation will put Verizon’s network front and center as fans call, text, stream and upload all week long. The integration will begin Feb. 5 and run through Super Bowl LVIII. Verizon’s customers will have one of the hottest tickets in Las Vegas in the lead-up to Super Bowl LVIII – exclusive access to “Verizon Live,” a four-day activation filled with meet-and-greets with their favorite NFL athletes, intimate discussions with popular actors and recording artists, and programming celebrating the very best in entertainment, sports and music – only from the network football fans rely on. Verizon surprised Don Crisman, a fan who has been to 57 straight Super Bowls with tickets to the game, while making him an honorary member of Verizon’s Test Force. In Addition, Verizon is doing another Spanish commercial with a notable Latino artist that will air on Univision.
