A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
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::: Grupo Modelo ::: Nissan ::: Corona ::: Colgate ::: Exactian :::
- Grupo Modelo
Grupo Modelo will export 40 percent of the 5 million hectoliters of its initial production in its new plant in Yucatan, initially to North and South America, and, eventually, to Europe and Africa. The facilities located in Hunucmá include beer and aluminum can plants. Its construction will end on February 2017. The project, which involves a 5 billion pesos investment (aproximately US$ 300 million), was announced in early 2015. The construction of the Yucatan Brewery will generate 700 direct jobs in the construction phase, thousands of indirect jobs in supply chain and more than 400 permanent direct jobs in the operational phase.The new factory will become Grupo Modelo’s brewer number 8 in Mexican territory and will produce brands like Montejo, Leon, Victoria,among others. Grupo modelo has seven brewing plants in Mexico: Torreón, Coahuila; Guadalajara, Jalisco; Mazatlán,Sinaloa; Tuxtepec, Oaxaca; Ciudad Obregón, Sonora; Zacatecas, Zacatecas and Mexico City.
Nissan Motor Co will start selling the new Kicks crossover in Latin America this year.Nissan is investing 750 million reais (US$186 million) in the Resende plant, about 100 miles (160 km) northwest of Rio de Janeiro, to build the crossover based on a concept vehicle at the 2014 Sao Paulo Auto Show.After starting production, Nissan plans to hire 600 new employees and open a second shift at the factory, which currently makes the compact cars March and Versa, according to a company statement.Nissan’s plans to hire come after carmakers in Brazil cut nearly one in 10 workers last year, deepening the industry’s worst crisis in decades as auto sales plunged by a quarter.Brazil is one of the world’s five biggest auto markets and a major base of operations for Fiat Chrysler Automobiles NV, Volkswagen AG, General Motors Co and Ford Motor Co.
With the “90th Birthday” spot created by the Mexican subsidiary of Leo Burnett and Argentinian producer Landia, Corona beer celebrates its ninety years, according to Adlatina. The spot narrates the life of a young Mexican who walks the world without borders or prejudices. Thus, with the influence of director Rodrigo Saavedra from Landia producer, the brand makes a direct analogy between its history and the man who tells his own. He visits countries, crosses different seas, beyond any language or cultural barrier to enter the heart of every person. The one minute and a half spot goes through different scenarios ranging from Mexico to the Chinese wall. Upon completion, the commercial shows a celebration party for Corona’s birthday in which the protagonist walks and finds several of the characters he met in his travels.
- “Water” by Colgate
With the help of Young & Rubicam Peru, Colgate will be part of the next Super Bowl through a 30-second spot called “Water” released in 2014, according Adlatina. On February 7, during the final match of the NFL championship an adaptation of the original 30-second commercial which lasts over a minute will be released. The ad will air during halftime. The aim of the piece is to draw attention to the millions of people who waste water leaving the tap open while brushing their teeth. The spot is an effort of Erick Rivera and Jose Galvan creative duo for the brand in Latin America.
Exactian Consulting consolidates its presence abroad with partners in the United States, Chile, Colombia, Peru and Bolivia. The soft Exactian allows document management and termination of outsourced staff. Among the partners abroad include companies like TISA, with operational base in Houston (Texas), which works on projects in Oil & Gas. In Bolivia, the strategic alliance is with Bohm Hubaide Studio. In Peru, Chile and Colombia the partnership is the TAWA group, linked to the mining sector. In Argentina, the local partners are PWC, BDO, Cona Consultants and Diprem.