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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- Mountain Dew
Mountain Dew is reviving “Do the Dew” in its first-ever global marketing campaign.The new advertising effort, which aims to elevate one of PepsiCo Inc.’s PEP +0.33% fastest-growing brands, debuts Monday to coincide with the 20-year anniversary of Mountain Dew’s well-known marketing slogan. The campaign will include two spots directed by Hollywood director Justin Lin that will air online and on TV: “Fireboard” and “Directions.” The new “Do the Dew” campaign also includes print, out-of-home and additional digital content.The slogan is “really about being an instigator and making things happen.” The new advertising is being unveiled on the heels of new data from Beverage Marketing Corp. that shows soda consumption in the U.S. declined last year for the 10th straight year. Mountain Dew is an approximately US$9 billion brand globally, according to the company, making it one of the PepsiCo’s biggest and fastest-growing brands.Mountain Dew’s new campaign will be in nearly every market where Mountain Dew is sold, including the U.S., Western Europe, Canada, Latin America, the Middle East, Asia Pacific and India.
Coca-Cola is said to be looking for a new global campaign, having asked 10 roster agencies to pitch ideas that would resonate worldwide. As Coke is looking to revamp its marketing, the company has installed a new chief marketing officer earlier this year and, given the lackluster response to its Super Bowl spot as well as the demise of its campaign to combat hate online, its “Open Happiness” campaign may have run its course. As Coke develops its next big global campaign, it has an opportunity to define—or redefine—the brand.Coca-Cola CEO Muhtar Kent told the Wall Street Journal that new marketing is key to his plan to sell more soda.
With the Joaquin Cubría and Ignacio Ferioli overall creative direction , agency David presents “AcepDOT,” its new campaign for Dot Baires Shopping. In the commercials “Cafetera” and “LCD”, the protagonists dream of marrying those objects which they fall in love, every time they go along the windows of Dot Shopping. People can participate through social networks, and on April 18 a ceremony will be held in the Dot Chapel within the shopping. La Dot campaign features two spots and activation within the shopping.
- Jaguar Land Rover
Jaguar Land Rover will move its global strategic and creative account for the Land Rover brand to Spark44, a joint venture agency owned 50:50 by Spark44 management and the British car manufacturer.The move will see the marketing communications for both Land Rover and Jaguar brands handed over to Spark44.Global creative communications for the Land Rover brand are currently coordinated through Y&R, Ogilvy, Wunderman and Cogent Elliott.Media planning and buying is unaffected and will remain with Mindshare across both brands.