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Toyota, Cheetos®, Spotify…Eight Brand Moves You Need to Know About

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

Content

  • Toyota 

Toyota Motor North America and the National Football League announced that Toyota will become the Presenting Partner of NFL Flag tournaments across the U.S. spanning the NFL Flag Championships & Regional Tournaments as well as NFL Flag League Play. NFL Flag, the official flag football program of the NFL, brings the non-contact version of football to young athletes. Fast, highly accessible and inclusive for all, flag football is spearheading extraordinary growth in participation — played by over 20 million people across 100 countries, with women and girls driving some of the sport’s fastest growth. The partnership will debut at the NFL Flag Championships Presented by Toyota, held July 19-21 at the Hall of Fame Village in Canton, OH, featuring over 280 teams from the U.S. and abroad. Toyota will sponsor ESPN and Disney’s broadcast of the top divisions. Toyota and its 1,200 U.S. dealers will work with RCX Sports to support over 1,800 local NFL Flag leagues, involving more than 700,000 youth athletes. This follows flag football’s inclusion in the 2028 Olympics. Toyota will have a co-branded presence on all NFL Flag jerseys at regional and national championships this summer, as well as field signage and on each flag belt of NFL Flag League Play. Toyota’s partnership with the NFL involves enhancing the fan and player experience through a presence at national championships and providing content across NFL channels. Toyota will also present the NFL Flag Players of the Year award during the NFL Honors broadcast. Toyota’s 1,200 dealerships can use NFL Flag assets locally, with co-branded merchandise and signage in collaboration with RCX Sports. Dealers will also have opportunities to engage with local leagues to make a significant impact.

  • Cheetos® 

For years, the Cheetos Deja tu Huella (“Leave Your Mark”) campaign has recognized inspiring people across the country who are making a positive impact in the Hispanic community. Now, that legacy continues as Cheetos kicks off the fifth evolution of the program and embarks on a search for the next Deja tu Huella Ambassador. The Deja tu Huella Ambassador program is composed of passionate individuals who are pursuing their dreams and leveraging their talents in fields like art, education, music, STEM, and more, to pave a better future for their community.This year’s ambassador, who will be announced by a soon-to-be-revealed Latin superstar, will receive US$25,000 to put toward their initiative that’s leaving an indelible mark on the Hispanic community. They will also have the opportunity to join Cheetos at the 2024 Billboard Latin Music Week and the Cheetos Community College Tour, which will help bring even more visibility to their platform and community impact. To celebrate the return of the program and fuel the search for the next ambassador, Cheetos is bringing back a fan-favorite flavor for a limited time – Cheetos Salsa con Queso. The limited-edition flavor is available on store shelves nationwide now for US$5.89. Starting June 17, fans can scan the on-pack QR code found on the specially designed Cheetos Salsa con Queso packaging to apply for a chance to be the next Deja tu Huella Ambassador. Cheetos’ Deja tu Huella activity complements the PepsiCo and the PepsiCo Foundation’s commitment to supporting individuals who uplift the Hispanic community.

  • Priceline 

Priceline, the online travel pioneer, has chosen PHD from Omnicom Media Group as its new media agency after a formal review, according to Mediapost. Previously, Priceline partnered with Ocean Media, while Mirimar continues as the creative agency. Last year, Priceline’s media spending was estimated at US$155 million by COMvergence. MediaLink assisted with the review process, and PHD will start its work immediately.

 

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 multicultural 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 announced it is expanding a new technology, called digital shelf labels (DSLs), to 2,300 stores by 2026. This represents a significant shift in how the brand, and other store associates, manage pricing, inventory, order fulfillment and customer interactions, ensuring their customers enjoy an even better shopping experience. Walmart stores have over 120,000 products on shelves, each with an individual price tag. Every week its stores support thousands of pricing updates for new items, Rollbacks and markdowns. Digital shelf labels, developed by Vusion Group, allow Walmart to update prices at the shelf using a mobile app, reducing the need to walk around the store to change paper tags by hand and giving the company more time to support customers in the store. This new tech enhances the way the company stocks shelves and fulfills orders, leading to an increased productivity and reduced walking time.The transition to digital shelf labels is a game-changer for Walmart, its customers and associates. The company aims to digitalize stores and expand digital shelf labels to 2,300 stores by 2026.

  • PUMA

PUMA announced a new partnership with Rosé, a member of one of the best-selling girl groups of all time, South Korean musical quartet BLACKPINK.Rosé has established herself as a dominant and inspiring force in the K-pop world, as well as a style icon in her own right. Through the partnership, Rosé will bring her vision, voice, and unique insights to PUMA’s global campaigns and storytelling. The Korean-New Zealand K-pop star’s ambassador role will be dedicated to amplifying PUMA’s catalog of iconic silhouettes and supporting the “Rewrite the Classics” program, which celebrates PUMA’s most timeless franchises, bringing them into a new generation. Joining PUMA Sportstyle ambassadors who have had a transformative impact including Rihanna, A$AP Rocky, Dua Lipa, and Skepta, Rosé kicks off her partnership wearing the PUMA Palermo, styling the iconic low-top in her very own way. Over the course of the partnership, the K-pop idol will support additional classic franchises in PUMA’s Sportstyle category. Loved around the world for her rock star persona, Rosé discovered her interest in music at a young age. Learning to play the piano, and later the guitar, brought out a deep passion for singing, and songwriting. Rosé’s debut album ‘R’ arrived in 2021 with a lead single “On the Ground,” which broke the record for the most-viewed music video in the first 24 hours on YouTube by a solo K-pop artist. Rosé is also the winner of a Hanteo Music Award, and a Mnet Asian Music Award, and boasts the honor of being the first artist to top the Billboard Global 200 as a soloist and as part of a group. 

  • Mastercard

Argentine soccer great Lionel Messi, defending his country’s title later this month during the CONMEBOL Copa América tournament, is starring in a new Mastercard video, “Giving Back,” inspired by a real-life experience he had with a fan. In the video, the longtime Mastercard ambassador tries to use his card at a restaurant and an ice cream truck but is turned down by the owners, who want to pay him back for all he’s given to football fans over the years. His luck is no better with a chatbot. Messi spoke exclusively to the Mastercard Newsroom about the tournament, connecting with fans and inspiring new ones, what he loves about his adopted home of Miami and more. According to Messi, winning the Copa América in 2021 was an incredible moment for him and Argentina. It was a dream come true, bringing a mix of happiness, pride, and relief after many years of near misses. Despite numerous challenges and disappointments, they never gave up, and the support from fans was unbelievable. Regarding his work with Mastercard, Messi feels a deep personal connection to the ad campaign, which highlights the love and support he has received from fans and small businesses. He recalls a heartwarming incident in Argentina where a restaurant owner refused his payment as a gesture of gratitude for his contributions to the sport. This experience resonated with him and made him eager to join Mastercard in promoting the importance of giving back and connecting people to their passions.When asked about building a winning culture in a national team, Messi highlights the importance of respect. Each player brings something unique, and acknowledging that no one can achieve success alone is key to creating a winning team dynamic.

 

  • Porsche

Porsche Cars North America, Inc. (PCNA) announced it has signed an agreement with ChargePoint, a provider of charging solutions for electric vehicles (EVs), which will enable access to its charging network within the Porsche Charging Service. The collaboration will increase the number of chargers available to Porsche customers to more than 86,000 across the United States. The My Porsche app enables drivers to easily find, use and pay at charging stations. This partnership bolsters the existing integration with Electrify America, allowing both Porsche EV and PHEV customers to charge at ChargePoint and roaming partner charging stations via the My Porsche app. With this addition, all Porsche Charging Service Customers will be able to charge at more than 75% of all J1772 and CCS1 charging ports across the United States. These additional charging stations will become available in Q4 2024. In late 2023 Porsche announced planned implementation of the North American Charging Standard (NACS) charging port for future products in the North American region. In addition, the company is exploring adapter solutions for existing vehicles to access the Tesla Supercharger network, starting in the first half of 2025.

  • Spotify

Spotify has launched an in-house creative agency, Spotify Creative Lab. The streamer aims to inspire marketers to develop campaigns utilizing its various offerings, from audio advertisements to live events. Currently, advertising contributes only a small portion of Spotify’s revenue, with 89% coming from premium tier subscriptions. However, ad-based revenue has been growing, with an 18% year-over-year increase in the first quarter of 2024, partly due to the growth in its podcasting business. Similarly, Pinterest is introducing Pinterest Ad Labs, allowing brands to test new creative and advertising tools. The program will initially test generative AI features powered by personalized insights, including personalized background generation and collages for advertisers. Pinterest is collaborating with advertisers in various sectors such as retail and beauty, including Nike, Wayfair, and John Lewis.

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