Samsung
Samsung Electronics, a Worldwide Olympic and Paralympic Partner, announced three new relationships that further the brand’s longstanding support for the sport. The collaboration will see Samsung work alongside the World Surf League (WSL), Street League Skateboarding (SLS), and Pro Breaking Tour (PBT) to celebrate the sports of surfing, skateboarding, and breaking — and their communities — on the Road to Paris 2024 and beyond. As announced earlier this year, Samsung’s official theme for the Olympic and Paralympic Games Paris 2024, ‘Open always wins,’ articulates the brand’s belief that with an open mind, every new experience becomes a meaningful achievement that opens up new perspectives and infinite possibilities. Samsung will engage WSL, SLS, and PBT athletes and fan bases at key events on the Road to the Games. These partnerships will come to life through a new collaborative initiative designed to spotlight the iconic figures and subcultures of each community, as well as their unique stories, which will be unveiled in April. Additional details on the community initiative and partnership activities will be shared in the coming weeks.
Tajín
Tajín, one of the most famous chili lime seasoning in the USA, has launched, “Hits Diferente,” the latest creative execution supporting its two distinctly flavored sauces. The campaign was conceived in partnership with New York-based integrated agency d expósito and Partners, and marks a significant step forward in Tajín’s mission to redefine snacking experiences within the Hot Sauce category.
Airing nationally, the new campaign is composed of three spots:
- :30 – Tajín Hits Diferente
- :15 – Tajín Mild Hot Sauce Hits Diferente
- :15 – Tajín Chamoy Hits Diferente
“Hits Diferente” sets out to accomplish several key objectives, including showcasing Tajín Sauces as a must-have addition to everyday snacking occasions, emphasizing their unique flavors, and distinguishing them from other brands in the category. The campaign aims to resonate with the dynamic fan base of the brand, inviting them to explore the endless possibilities of Tajín’s salsas. At the heart of “Hits Diferente” lies the concept of the Craveable Contradiction, embracing the delightful paradox of Tajín’s salsas as both mild and intensely flavorful. Tajín offers two signature variations: the Tajín Mild Hot Sauce and the Tajín Fruity Chamoy Sauce. As the campaign unfolds across digital and broadcast media platforms, consumers can expect to encounter engaging content showcasing the delectable combinations of foods and flavors enhanced by Tajín’s sauces. With “Hits Diferente,” Tajín’s sauces invite consumers to embark on a journey filled with bold tastes and unforgettable moments. (Check out Portada’s recent interview with Luis Alfaro, Brand Leader of Tajin USA.)
GSD&M
Omnicom Group’s GSD&M will launch an advisory committee to help drive change for diverse-owned vendors who say they continue to face little progress within the ad industry, Adage reported. The Vendor Advisory Committee at GSD&M consists of six members, including a variety of business owners and industry advocates. Founding members like Qadree “Q” Holmes are committed to tackling issues encountered by diverse directors, editors, and crews. The committee’s main duties involve advising GSD&M leadership on supplier diversity, organizational matters, and strategies for the sustainable growth of small and diverse businesses. Its formation follows a survey conducted by GSD&M showing limited progress in providing feedback and a preference for established partners. Despite a slower growth rate in diverse media spending in 2023, the committee aims to enhance relationships with minority-owned agencies by facilitating feedback and connections through initiatives like the Diverse Partner Summit.
Pfizer
Pharmaceutical giant Pfizer is implementing changes in its marketing partnerships. Last year, Pfizer selected Interpublic Group (IPG) to manage its product PR and act as its primary creative network. This decision came after a period of reassessment of its marketing collaborations, as reported by PR Week in June 2023. Now, less than a year later, Pfizer is adjusting its marketing partnerships further. According to a report from Campaign US, Pfizer will now collaborate with Publicis for its global creative responsibilities. At the same time, IPG will continue to handle Pfizer’s PR account and health-related projects. In 2023 Publicis won Pfizer’s media planning and buying business. This move seems to be part of Pfizer’s strategy post-pandemic. While Pfizer experienced record profits during the pandemic due to its production of a crucial COVID-19 vaccine, profits decreased significantly as the pandemic waned. It’s worth noting that the entire industry experienced a notable decline following the pandemic.
McDonald’s USA & Krispy Kreme
McDonald’s and Krispy Kreme are teaming up for a national expansion. Fans will begin spotting Krispy Kreme Doughnuts in their local McDonald’s restaurants later this year as part of a phased market rollout nationwide. Nationwide availability at participating restaurants is expected by the end of 2026. Three of Krispy Kreme’s most popular doughnuts will be delivered fresh to McDonald’s restaurants every day. They’ll be available individually, or in boxes of six, starting at breakfast and lasting throughout the day. This follows a successful test at 160 McDonald’s restaurants in the Lexington and Louisville, Kentucky areas, where consumer excitement and demand exceeded expectations. These pilot restaurants will continue to serve Krispy Kreme Doughnuts during the nationwide rollout. Krispy Kreme gave one FREE Original Glazed® Doughnut to all guests who visited U.S. Krispy Kreme shops between 5 p.m. and 9 p.m. last March 26 to celebrate this sweet partnership. Krispy Kreme and McDonald’s will provide more details regarding the nationwide rollout in the coming months.
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].
Vallarta Supermarkets
Regional U.S.-based grocer Vallarta Supermarkets has selected RELEX Solutions, a provider of unified supply chain and retail planning solutions, to support their growth and improve efficiency. Vallarta Supermarkets will use space and assortment planning capabilities from RELEX to better utilize space, increase product availability, and ultimately, to support their customer-first founding principle. RELEX partner Logic will provide guidance and implementation services for this deployment.For more than 35 years, Vallarta Supermarkets has been bringing families together over fresh and authentic food. Vallarta Supermarkets faces the challenge of managing 30,000 SKUs across its 55 stores, considering localization needs and unique shopper preferences. Their objective is to refine their assortment strategy, optimizing store layout for more effective space use and ensuring a wider availability of products. Overall, the goal with these improvements will be to support this grocer’s growth, enhancing efficiency, driving better profitability, and ensuring customer satisfaction.. Shopper-focused, store-specific assortments and planograms will also lead to optimized inventory and space utilization, improved margins and reduced supply chain costs.
