• Viva Aerobús

Viva Aerobús, the Mexican low cost airline partly owned by Ryanair, recently introduced a new route to Austin from Puerto Vallarta (Mexico). Trevino Advertising is planning to advertise the new route in U.S. Hispanic Media. The Monterrey based advertising agency, which recently opened offices in Houston, handles other Mexican accounts targeting the Mexican market like Applebees, McDonalds (local store marketing) and Comex. For the Houston market, it has regional accounts including Woodlands New Homes. Viva Aerobus main hub is in the airport of Monterrey.


  • Kraft Foods – Lopez Negrete Communications

Kraft Foods, Inc. has selected Houston-based Lopez Negrete Communications as Hispanic agency of record for its Kraft Singles brand.

Lopez Negrete will develop consumer strategies, integrate marketing plans, and communications for the U.S. Hispanic consumer. “We look forward to working with them to develop and execute best-in-class plans for 2009 and beyond," said Clayton Wai-Poi, Kraft Foods Senior Brand Manager. As Hispanic agency of record, Lopez Negrete Communications will be responsible for the strategic and creative development for its Kraft Singles brand. SMG-42 in New York will continue to do Media Buying and Planning.


  • Apeam

The Avocado Producers and Exporting Packers Association of Michoacán (APEAM) has announced the launch of a new spring marketing program just in time for Cinco de Mayo featuring radio and television spots targeting general market and Hispanic consumers in Dallas, Houston and San Antonio, Texas and Chicago, Il.

Scheduled to air from April 6th through May 3rd, the 4-week advertising flight is expected to generate more than 50 million broadcast impressions during the peak avocado consumption season that culminates with the Cinco de Mayo holiday. Additionally, the new Spring program will include public relations and merchandising efforts aimed to further increase avocado consumption, build market demand and boost overall sales volume by tapping into the excitement of the impending Mexican holiday. Later this month, expect to see the famous Chef Pepín on Univision stations promoting new and innovative Avocados from Mexico recipes for Cinco de Mayo.


  • Nestle Juicy Juice

Nestle Juicy Juice announced the launch of Talleres Mas de Juicy Juice, a series of classes and activities that promote good nutrition and physical activity among Hispanic children and their families.

The program started in 2007, touring Miami, New York, Chicago, Dallas and Los Angeles, and will continue in 2009 with a four-city tour. Nestle is partnering with local Hispanic health and community organizations in each market to host the educational events. The 2009 curriculum for Talleres Mas de Juicy Juice will focus on smart, simple nutrition steps that families can include in their daily routines. Additionally, the program will include fun fitness activities that children and parents can enjoy together.

"Juicy Juice wants to continue supporting Hispanic parents with events that address their children's nutritional needs and their family's cultural values," said Victoria Nuevo-Celeste, Nestle Juicy Juice Marketing Manager.


  • Oscar Mayer

Oscar Mayer has launched "Sabor de Mama", a recipe contest directed at the Hispanic market. To promote the effort as well as its hot dogs to Hispanic Americans, Oscar Mayer brought in Maggie Jimenez, who stars in Telefutura's cooking show, "Que Sabor!"

Through June 1, Hispanic consumers can log on to sabordemama.com and upload a traditional recipe featuring Oscar Mayer hot dogs for a chance to win. The site showcases Oscar Mayer hot dog recipes that the popular TV host created.


  • Tecate – Adrenalina

Building on last year's “Anthem” campaign, Mexican beer brand Cerveza Tecate (which is distributed by Heineken USA) has unleashed a series of spots linking its bold taste with masculinity. It changed its tagline last year from “Flavor with character” to “With character” to better connect with that target. TV, print, outdoor and radio ads running last year showed Tecate drinkers tackling life’s challenges with unusual gusto.

New ads, via lead agency and Hispanic marketing shop Adrenalina, New York, started running this month and reprise that theme. However, the new campaign, dubbed “Anthem 2,” takes on a more dynamic storytelling approach.

The ads will run on all Hispanic networks, including Univision and Telemundo. There will also be radio spots and an out-of-home component.


  • AutoTrader Latino

AutoTrader Latino, a new division of AutoTrader.com, is aimed to reach the growing Hispanic-American car buyers. It is a nationwide, Spanish-language automotive classified site, and classified print magazines distributed in 15 of the largest markets for Hispanic-American car buyers, including Atlanta, Dallas, Phoenix, Fort Lauderdale and Los Angeles. The magazines offer ads in Spanish and English, feature car listings from dealers in those local areas and are available free in high-traffic areas.

"Our strategy incorporates on-line and print in both English and Spanish to ensure we meet the needs of this growing population of car buyers," said Jose Ignacio Puente, general manager of AutoTrader Latino.

The web site offers national reach for ads placed there. It will grow into markets with large concentrations of Hispanic-American car buyers including Puerto Rico. Other markets lined up for magazine launches this year include Las Vegas, Houston, Charlotte, Tampa, Orlando and Washington, D.C.


  • PromPeru

PromPeru has added social networking to its promotional strategy for the Peru: Live the Legend campaign and now has pages on the main virtual social networks of Facebook, Youtube, Flickr and Twitter. This addition to the print consumer campaign transmits Peru’s messages to a much wider audience highlighting the diversity of the country and attractiveness for different travel experiences. Launched in September 2008, the Peru: Live the Legend campaign has been advertised in Peru’s main tourism markets of UK, USA, Spain, Germany, France, Argentina, Brazil and Chile and also reached over 160 million passengers of the One World Alliance of 28 airlines which travel to a total of 150 countries.


  • Kozy Shack

D'Exposito Partners announced a partnership with Kozy Shack to break two campaigns. The first launch is for a new brand of Latino-targeted, refrigerated desserts under the moniker Kozy Shack La Tradicional. The second is for a general-market initiative for a new breakfast cereal, called Kozy Shack Ready Grains. Kozy Shack , the Hicksville, Long Island, NY, based manufacturer and distributor of dessert products company has grown with the introduction of new products such as Dulce de Leche (to appeal to Hispanic consumers) and Cinnamon Raisin Rice Pudding. In addition to its own line of puddings, flan, and tapioca, the company makes private-label and foodservice products.

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).


Portada Staff

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