Taco Bell & Tajín
The iconic flavors of Tajín are combined with Taco Bell classics in an all-new menu. First unveiled at Live Más LIVE, Taco Bell’s innovation keynote earlier this month, the new menu will feature a Tajín Crunchy Taco, Tajín Twists and a Tajín Strawberry Freeze. This iconic partnership showcases how Tajín’s signature blend of mild chili peppers, lime and sea salt seasoning effortlessly melds with classic Taco Bell menu items.Orange County fans can savor the flavors of the Taco Bell and Tajín menu available only at 2222 Barranca Pkwy, Irvine, CA 92606 until March 6 or while supplies last. Fans can enjoy the Tajín Crunchy Taco, a crunchy corn shell seasoned with Tajín Clasico, featuring seasoned beef, ranch sauce, lettuce, cheddar cheese, and mango salsa for US$2.89. Twists lovers can try Tajín Twists, puffed corn twists with Tajín seasoning, for US$1.29. For a refreshing option, there’s the Tajín Strawberry Freeze with Wild Strawberry Freeze, mango pieces, and Tajín Chamoy sauce for US$3.59. Each menu item comes with a Tajín packet on the side for a customizable experience allowing fans to add even more Tajín flavor.
HP
Real Madrid Football Club announced a global technology sponsorship agreement with HP Inc. during a joint signing ceremony at Ciudad Real Madrid. As part of the multi-year deal, HP will be the first brand to have its logo appear on the Real Madrid uniform sleeve in the Club’s 121-year history. The sponsorship spans men’s and women’s teams, as well as youth programs. In addition, HP will become the club’s newest technology partner. The collaboration aims to accelerate the digital transformation of club spaces and elevate the Real Madrid fan experience as part of the new Santiago Bernabéu complex and beyond, including in-person experiences, gaming and club operations. Representatives from both organizations joined the ceremonial signing, including Real Madrid President, Florentino Pérez, Real Madrid First teams coach Carlo Ancelotti, HP’s Lucio, and captains from the men’s and women’s football teams. Real Madrid players sported their new sponsor for the first time during the February 4 match against Atlético de Madrid. Both brands also share a vision of empowering communities and advancing dignity and inclusion through sport and technology. HP is tackling the digital divide through initiatives that accelerate digital equity for millions of people around the world, while Real Madrid is committed to creating a more inclusive community of sport. Through their new sponsorship, the two companies will also co-create programs that address societal issues, including closing the digital divide. HP’s Scott Decker will be speaking tomorrow Tuesday March 5 at Portada´s Marketing in Multicultural America Summit!
McDonald’s
McDonald’s USA and Sabio Holdings Inc., a company that specializes in the Connected TV (CTV)/over-the-top (OTT) ecosystem, have entered into an engagement through a partnership with Publicis Groupe. The relationship strengthens McDonald’s commitment to diverse communities, and specifically with diverse-owned media partners, byleveraging Sabio’s non-cookie-based data sets and solutions, so the brand can effectively connect with and reach the growing U.S. multicultural audience.McDonald’s ongoing mission is to foster an inclusive environment, where diversity is embraced. A key audience, Gen Z, is the most ethnically diverse generation to date. U.S. Census data suggests that as of 2019, 49.1% of Generation Z is diverse and growing, with 13.8% Black, 25.0% Hispanic, and 5.3% Asian. 29% of Gen Z are children of immigrants or immigrants themselves, compared to 23% of Millennials when they were the same age.McDonald’s will have access to Sabio’s CTV/OTT inventory and customized audience segments while making use of App Science’sTM (a wholly owned division of Sabio)proprietary 55MM HH graph data, which provides insights and access to Quarterly Trends reports, published vertical and multicultural reports and analyses customized toward McDonald’s campaigns and properties.
Planet Fitness
LAFC has agreed to a new, multi-year partnership with the Los Angeles area Planet Fitness franchisees. Planet Fitness, the franchisor, is one of the largest and fastest-growing franchisors and operators of fitness centers with more members than any other fitness brand and 2,500+ locations system-wide, with more than 18 million members. Planet Fitness will serve as the Official Fitness Clubs of LAFC. As part of the new partnership, Planet Fitness will join Stater Bros as an Associate Partner of the LAFC Youth Camps and Clinics which kick off this spring. Planet Fitness will also receive custom digital content and prominent in-stadium branding at BMO Stadium.To kick off the new partnership, LAFC fans can visit any of the 90+ L.A. area Planet Fitness locations and join for only $1 down.
Newell Brands
Newell Brands named CROSSMEDIA USA its new global media AOR following a review. Empower has been the brand’s media Agency of Record (AOR) for the U.S. market since 2021. In 2023, Newell Brands reportedly invested around US$33 million in measured media, with approximately 69% designated for digital platforms, as revealed by agency research firm COMvergence. Of this budget, about us$23 million was directed towards advertising in the U.S., with digital channels accounting for 70% of that expenditure. Newell Brands encompasses a diverse portfolio of brands including Graco, Coleman, Oster, Rubbermaid, Sharpie, and others.
Cacique Foods LLC
Cacique Foods , producer of Mexican-style cheeses, cremas, chorizos, salsas and dips in the U.S., has announced its partnership with Minneapolis-based creative agency Periscope, a Quad company. As creative agency of record, Periscope will work with Cacique to develop brand strategy and campaigns that will further accelerate sustainable growth for the company.Founded more than 50 years ago, Cacique initiated an agency search to bring transformational thinking to its business and the Hispanic food category. Periscope will collaborate with Cacique’s media, shopper marketing, public relations and social media agencies on various brand efforts beginning with a new campaign launching mid-2024.
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].
Walmart
Walmart is acquiring VIZIO for about US$2.3 billion to leverage its SmartCast Operating System for enhancing media business and connecting with customers through television and in-home entertainment. This acquisition aims to offer new advertising opportunities, allowing brands to engage with customers at scale. VIZIO, known for its affordable entertainment devices and Smart TV operating system, has seen significant growth in its user base and advertising business. The transaction is subject to regulatory approval and other closing conditions, but VIZIO’s board and the majority of stockholders have already approved it. Upon completion, VIZIO will become part of Walmart’s U.S. segment. Although the acquisition might slightly dilute earnings per share initially due to associated costs, Walmart expects a favorable internal rate of return. Financing will come from a mix of cash and/or debt. This acquisition is expected to strengthen Walmart’s media business, Walmart Connect, by integrating VIZIO’s advertising solutions with Walmart’s reach and capabilities. (Check out the Portada analysis on the acquisition).
el Jimador
el Jimador® Spiked Bebidas launched nationwide following a successful limited test in 2023. These beverages offer tequila-inspired flavors in four varieties with a 5.9% ABV. The flavors include Lime Margarita, Grapefruit Paloma, Pina Coconut Margarita, and Orange Sunrise, available in a 12-pack variety pack. Lime Margarita and Grapefruit Paloma will also be sold in single-serve cans. Coinciding with the nationwide launch, el Jimador® Spiked Bebidas also announced a multi-year partnership with the United Soccer League, including supporting the newly launched Women’s USL Super League as one of the first partners, which kicks off this fall. Throughout the USL Championship and League One seasons kicking off on March 9th, 2024 and leading up to the August launch of the USL Super League, the USL and el Jimador® Spiked Bebidas will highlight players across the leagues, sharing true stories of their experience in the beautiful game, both on and off the field. Together, el Jimador® Spiked Bebidas and the USL will give fans a unique inside look at the lives of professional soccer.
