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Join Forces with Top Brands at Portada Live, NYC, Sept, 19, 2024!

Seven Brands Targeting the U.S. Consumer Right Now: Tequila Don Julio, GoPuff, Marco’s Pizza…

Check out the current marketing initiatives of seven major brands.


  • Tequila Don Julio 

Mexican Culture is all the rage in the United States and globally,  Christina Choi – Senior Vice President Tequila, Gin, and Breakout Growth Brands at Diageo, recently told Portada. An indicator of Mexican culture’s rise is Música Mexicana, which has become one of Spotify’s most popular genres, with 47% growth in streams globally over the last year alone. To help keep la fuerza of Mexico alive this summer, Tequila Don Julio is introducingA Summer of Mexicana’ to celebrate and spotlight inspiring Mexican creatives who live Por Amor. Tequila Don Julio will bring modern Mexico to the mainstage through a summer concert series in partnership with Sony Music Latin artists including award-winning singer-songwriter Christian Nodal as well as performances on Jimmy Kimmel‘s Summer Stage and an in-app Spotify program that will encourage further shareability of this growing genre. Tequila Don Julio is launching ‘A Summer of Mexicana’ in May, featuring various immersive experiences:

  • ‘A Summer of Mexicana’ Tour: A private concert series in Houston, Los Angeles, and Chicago, featuring Sony Music Latin artists, including Christian Nodal.
  • Jimmy Kimmel Live Concert Series: Highlighting breakthrough musicians in Música Mexicana on Jimmy Kimmel Live, starting with Christian Nodal.
  • Personalized Playlists: Diageo is teaming up with Spotify to create personalized playlists of Música Mexicana, catering to different listener preferences.
  • ‘A Summer of Mexicana’ Artist Edition: Tequila Don Julio Blanco and Reposado are showcased in limited-edition artist boxes designed by Dia Pacheco, reflecting vibrant symbols of Mexico. They are available for purchase through select retailers, including online platforms like ReserveBar and Caskers.

In addition, through the Tequila Don Julio Fund, they’re partnering with charity organizations in Houston, Chicago, and Los Angeles to support emerging creative communities. They’ve started with a US$500K donation, with more to come leading up to Mexican Independence Day on September 16th.  Previously at PepsiCo, Salvador Padron recently joined Diageo as the Global VP of Marketing for Tequila Don Julio. Padron will be leading strategic marketing initiatives on a global scale.


  • Marco’s Pizza

But Wait, There’s Marco’s™ encourages consumers to break free from the mundane and try the big, bold flavors of Marco’s Pizza that come from its commitment to craftmanship: fresh dough made in every store, every day; the founder’s signature sauce; a fresh, never frozen blend of three real cheeses; and premium toppings baked atop an always golden crust. The new brand platform kicked off last Monday with a national advertising campaign, created by Chicago-based BarkleyOKRP. At the heart of the campaign are new:15 and:30 spots that will air on major networks on linear and streaming TV, executed by Marco’s new media agency of record, Noble People. In addition to the new TV spots, the brand is bringing But Wait, There’s Marco’s™ to life through print, radio, paid social media, digital out-of-home units, email marketing, and a full creative refresh that delivers a brighter, more modern look and feel across all touch points. “From day one, Marco’s Pizza has delivered superior quality and next-level flavor. And it’s time for more consumers to taste the difference,” said Denise Lauer, Chief Marketing Officer, Marco’s Franchising, LLC. “The launch of our new brand platform, But Wait, There’s Marco’s, inspires consumers to change up their pizza routine and experience the extraordinary flavor that we bring to the table every day. We believe consumers will discover that Marco’s Pizza is more than better.”

  • Firehouse Subs

Sandwich chain Firehouse Subs has made significant changes to its advertising agency lineup, as reported by Mediapost. The brand has appointed Omnicom’s PHD as their new media agency and Orchard as their lead creative agency. Joining the roster are Quality Meats for activations and partnerships, 500 Degrees for merchandising, Jones Knowles Ritchie for design, and ICR for public relations. These decisions come after a review managed by Select Resources International, with the main incumbent, TRG from Dallas, parting ways earlier this year. Under Restaurant Brands International, Firehouse Subs allocated around US$33 million for measured media in 2023, per COMvergence. Established in 1994, Firehouse Subs has expanded to over 1,200 locations across 46 states, Canada, and Puerto Rico, primarily through franchising.



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].


  • GoPuff 

Gopuff, a leading Instant Commerce company, launched its largest-ever national brand campaign, “Bring The Magic.” In a category that delivers on functional needs, the campaign demonstrates Gopuff’s ability to transform everyday moments into magical experiences, be that getting a forgotten ingredient mid-dinner prep, accessing medicine in an instant while home sick, or virtually anything in between. The 360° campaign is designed to build brand awareness and define Gopuff’s next chapter.  “With a business predicated on speed and a team with its finger on the pulse of culture, Gopuff does more than deliver products — we create experiences,” said Tyler Stewart, Head of Marketing and Creative Partnerships at Gopuff.  The launch of “Bring The Magic” is a 60-second hero film directed by Adam Berg of Smuggler that personifies this unique experience. The film utilizes mind-bending and reality-breaking visuals as the protagonist adds wonder to the world around him and delivers the feeling one gets from the arrival of every Gopuff bag. Posing the question, “What if every day could be so much more than every day?” the film boasts a lighthearted and fantastical narrative while giving viewers a peek behind the curtain to observe the unseen magic that is Gopuff.  The integrated campaign — created in partnership with Mother New York and Media by Mother, spans activations, cinema, influencers, linear, CTV, OTT, OOH, and social.  Launch day includes a TikTok takeover and presence within the NBA playoffs on ESPN, ABC, and Turner. Tapping into the allure of the silver screen, the advertisement was also strategically placed in movie theaters to captivate Gopuff’s target audience like never before: The “Bring The Magic” 60-second film will show in theaters for the opening weekends of Challengers, starring Zendaya, and The Fall Guy, starring Ryan Gosling and Emily Blunt. The full-funnel campaign extends beyond traditional channels to the Gopuff app and the physical world via the iconic Gopuff brown paper bag. GoPuff will issue a series of limited-edition, premium tote bags, starting with custom city-inspired totes in New York City, Philadelphia, and Miami.


Gran Coramino® Tequila, an ultra-premium tequila founded in 2022 by entrepreneur Kevin Hart and 11th-generation tequila maker Juan Domingo Beckmann, announced it has now disbursed over US$1,000,000 in grant funds to over 100 Black and Latinx small business owners and entrepreneurs through the Coramino Fund, in partnership with its U.S. impact partner, the Local Initiatives Support Corporation (LISC). Gran Coramino Tequila donates US$1 from every bottle sold to support the hard work of underrepresented entrepreneurs across the U.S. and Mexico. In less than two years since its launch, The Coramino Fund in the U.S. has supported over 100 entrepreneurs with US$10,000 grants to fuel the growth of their small businesses. Over 35,000 submissions have been received from various industries, including retail, transportation, food services, educational services, and more, since the fund launched. In the latest funding round, 50 businesses were selected to receive grants – 52% are Black-owned, 36% are Latinx-owned, and 12% are Black and Latinx-owned; 66% of the grantee businesses are women-owned. Alongside its give-back work in the U.S., Gran Coramino Tequila has and continues to support entrepreneurs in Tequila, Mexico.

  • David Yurman Company

According to Adweek, the David Yurman Company, a prominent luxury jewelry brand in the United States, recently completed a comprehensive review of its traditional and digital media strategies, assigning its multi-country media account to PHD. The review was overseen by the media consultancy ID Comms. The company’s business spans four key markets: the United States, Canada, France, and the United Kingdom. David Yurman maintains a significant global presence with 49 retail stores worldwide and over 300 authorized locations. Estimates suggest that the brand’s media billings 2024 could range from US$50 million to US$60 million, as per a confidential source involved in the process.


  • Jason Wu Beauty

Jason Wu Beauty expands into CVS in over 3,000 stores across the United States. Fashion designers Jason Wu and Toni Ko drew inspiration from their time as fashion designers and their multicultural backgrounds to develop the brand. Jason Wu Beauty was founded in 2021, offering multi-use products that are cruelty-free and free from harsh chemicals. Featured Products: Flora 9 Mini Palette in Matte Agave: An eye palette of earthy hues.Opal Stick Highlighter: A creamy, blendable highlighter that adds a radiant glow to any complexion.Blush Trio Palette in Beautiful Earthling: Three shades that deliver a natural flush of color for a fresh and healthy-looking complexion. Kindness For Your Lips Lip Oil: Made with oils nourishing and hydrating lips, leaving them soft and smooth. Tint It Oil It Plump It Pink Pineapple: A versatile lip product that delivers sheer color, hydration, and a lip-plumping effect.Hot Fluff Lipstick in Apple Pie: A multi-purpose bold, creamy lipstick that delivers intense color with a satin finish.Good Night, Mr. Wu Lip Mask: An overnight lip mask enriched with nourishing ingredients to revive and replenish lips while you sleep.


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