9 Brands Targeting the U.S. Consumer Right Now: The Hershey Company, Total Wireless, Wakse & More Sales Leads

• The Hershey Company 

The Hershey Company has selected a newly created team, MiltonONE, from Publicis, as the agency of record for the company’s U.S. candy, mint, gum (CMG), salty, and protein business units. This completes a comprehensive review of all media and solidifies the opportunity to centralize integrated media responsibilities. The review did not include media for Hershey’s international markets. Publicis has created a custom solution across various offices to service Hershey’s brands. This team will be known as MiltonONE and will be exclusive to Hershey. Hershey was advised by the media and marketing advisory firm, MediaLink, throughout this review. The Hershey Company has more than 20,000 employees in the U.S. and worldwide. The company has more than 90 brand names in approximately 80 countries that drive more than US$11.2 billion in annual revenues, including Hershey’s, Reese’s, Kisses, Kit Kat®, Jolly Rancher, Twizzlers and Ice Breakers, and salty snacks including SkinnyPop, Pirate’s Booty and Dot’s Homestyle Pretzels. 

• Total Wireless

Verizon’s Total by Verizon, just went through a total rebranding by launching the Total Wireless brand. To take on the competition and enhance its brand positioning, Total by Verizon has unveiled a new look & feel, a new name – Total Wireless – and is providing new offerings As a community-focused brand, Total Wireless thinks it’s finally time to give prepaid customers what they deserve – a brand that will not hike prices on them over time, has reliable high-speed connectivity, flexibility, and top tier devices. Here’s how they’re doing it:

• The Price is the Price, guaranteed for five-years
• 10x faster data that never slows you down
• Free 5G phones
• $200 Anniversary Credit towards any 5G phone
• Fourth line at no additional cost

A source at Total Wireless tells Portada that the media activation will include a full 360-degree campaign, prioritizing online launch and local avenues first. She adds that they will then roll out video assets over time. “We will push forward a multi-channel strategy that includes a mix of traditional and digital platforms like Univision, Connected TV on Demand, Instagram, TikTok, and even Snap.”

“We will push forward a multi-channel strategy that includes a mix of traditional and digital platforms like Univision, Connected TV on Demand, Instagram, TikTok, and even Snap.”

• Wakse

Wakse, an at-home waxing brand created by “Two Hairy Guys,” has upcoming retail expansion plans & exclusive NEW kits! With the brand’s ever-growing presence at Ulta.com, brand founders have decided to continue expansion into the following retailers: 

• Sam’s Club exclusive Meltoway Kit *starting on July 12th*

• Boots.com partnership to expand their NEWEST Meltoway Collection *starting on July 12th and September 2024 nationwide stores*

• Expanding to 6,000 CVS stores to launch their entire Meltoway collection *starting on July 18th*

This resulted in the brand growing its retail distribution over 4x as it went from 1,800 US stores to nearly 8,000 stores. The brand is constantly revolutionizing the at-home waxing experience with stunning products and cutting-edge waxing technology, increasing its revenue by nearly US$3 million. 

• Gran Centenario®

Gran Centenario® Tequila, one of Mexico’s #1 tequila1, announced the U.S. launch of its limited-quantity, small batch tequila: Gran Centenario® Gallardo®. The exceptional spirit honors its visionary founder, the first-ever Tequila Master Distiller, and one of the founding fathers of tequila, Don Lázaro Gallardo. The new release highlights the perfection of the art of tequila-making and the family tradition, a legacy passed down through generations. Now available in the U.S., Gran Centenario Gallardo is crafted in limited quantities, with only 679 bottles available nationwide. Each bottle is a testament to Don Lázaro Gallardo’s unwavering commitment to excellence. The limited-release Gran Centenario Gallardo is available for purchase on ReserveBar.com for a suggested retail price of US$600 (750mL / 80 proof). 

• St-Germain

ST-GERMAIN Elderflower Liqueur announced a new collaboration with renowned actress Sophie Turner, who joins the brand in its mission to inspire people to ‘Spritz Up Your Summer’. The multifaceted campaign launched last July 8th with a content series starring Sophie, which brings to life the bright qualities of the brand’s signature cocktail, the ST-GERMAIN Hugo Spritz. The cocktail serves as Sophie’s co-star, as she searches for her ‘perfect match’ in the South of France. The campaign will extend throughout the summer with a Spritz Counter, a playful new take on the iconic department store beauty counter at luxury retailer, Bergdorf Goodman, where guests can sample the ST-GERMAIN Hugo Spritz. To inspire even more people to Spritz Up Your Summer, ST-GERMAIN is partnering with iconic luxury New York City retailer Bergdorf Goodman to debut the ST-GERMAIN Spritz Counter.  The experience is set to offer a fresh take on the quintessential spritz counters of yore, that would be found in the beauty sections of department stores. Opening its doors to the public July 17–21, the ST-GERMAIN Spritz Counter will pop up on the beauty floor of Bergdorf Goodman and serve the ST-GERMAIN Hugo Spritz to those stopping by before guests will be invited to head upstairs to the BG restaurant to enjoy the refreshing tasting cocktail, overlooking Central Park. The campaign will be amplified through various social and online video channels.

• Chispa

Chispa, a dating app made for Latino singles, is thrilled to announce its partnership with Sorry Papi for an electrifying summer college tour spanning 8 cities. The tour kicks off in Salt Lake City, UT, and will visit Louisville, KY; Cincinnati, OH; Champaign, IL; Minneapolis, MN; Dallas, TX; Anaheim, CA; and Sacramento, CA. This collaboration promises to fuse the best of both worlds – the dynamic energy of Sorry Papi and the vibrant cultural connections facilitated by Chispa. Each event on the tour will feature music, dancing, and opportunities for attendees to connect and celebrate Latino culture. Participants will also have the chance to log on Chispa and enter to win a trip for two to either Puerto Rico or the Baja Beach stop with Sorry Papi. With Chispa’s commitment to fostering meaningful connections among Latino singles and Sorry Papi’s vibrant party atmosphere, this partnership is set to ignite excitement and unity in every city visited. For more information about the tour dates and locations, visit the Chispa Website www.chispa-app.com.Chispa is the largest dating app made for US Latinos, with 10 million downloads and the goal of helping Latinos create new connections with singles from similar backgrounds, cultures, and communities. Sorry Papi: The Only Girls Party is a celebrated event series that celebrates empowerment and inclusivity within Latino communities. 

At this exclusive event on September 19, 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].

• Lunazul Tequila

Lunazul Tequila, the premium tequila brand made with hand-harvested 100% blue weber agave, launched a new advertising campaign titled “Look to Luna.” “The new “Look to Luna” campaign will be backed by a significant media buy on connected TV, programmatic and social media advertising, and fresh, exciting offerings for the on and off-premise. Ads will run worldwide on ESPN, HULU, HBO Max, and Disney+ among others. The ad campaign was produced in partnership with agency Method1.To kick off the new campaign, Lunazul hosted a “Treat & Retreat” 3-day experience for a diverse group of 10 VIP macro and micro-influencers at Cedar Lake Estates in upstate New York in early June. While on-site, guests were treated to chef-prepared meals (with perfectly paired Lunazul cocktails), a relaxing candle-making class, a hands-on mixology workshop, and free time sprinkled in where they could enjoy the resort’s amenities. Each influencer left the retreat with a greater knowledge of Lunazul’s great heritage and exceptional quality. To continue the momentum, Lunazul is thrilled to partner with Emmy-award-winning talk show host, and Grammy-award-winning singer Kelly Clarkson for a feature on her incredibly popular daytime show. The Kelly Clarkson show will showcase Lunazul in segments beginning this October. Lunazul’s story began with Francisco Beckmann Senior, a seventh-generation descendant of the Beckmann family, the oldest tequila dynasty. He founded Tierra de Agaves in 1992 to create premium tequila. His son, Jorge Beckmann, became president in 2005. Since 2007, Master Tequilero Francisco Quijano has ensured the brand’s consistency, helping it reach 1.5 million cases by early 2024. Lunazul emphasizes sustainability through agave fiber composting, solar power, and wastewater reclamation. The distillery enriches the soil, aims to operate entirely on solar power, and cleans and reuses wastewater for irrigation, reflecting its commitment to environmental responsibility.

• American Signature, Inc.

American Signature, Inc. has enlisted Colle McVoy for brand-building responsibilities across multiple businesses. Family-owned furniture destinations like Value City Furniture + American Signature Furniture aim to magnify modernization with brand strategy, media, creative, and design backing from Colle McVoy.American Signature, Inc. is considered among the top 15 furniture retailers in the U.S., according to Furniture Today, with around US$1B in revenue. Since its founding in 1948, the privately-owned and family-led business has grown to have 120+ stores. Colle McVoy participated in two separate pitches led by American Signature, Inc. to take on integrated marketing duties spanning brand strategy, design, media, and creative. The first leg of the pitch began with informal meetings in October of 2023 that were followed by store immersion sessions. Rather than presenting extensive capabilities, Colle McVoy was asked to do competitive audits and work through a subset of identified business opportunities in real time with various stakeholders. The pitch for media scope kicked off in mid-February with final selections revealed in April. According to Routhier, American Signature Inc., did not intend to end up with one agency covering both scopes for its businesses. Statistica reports that the U.S. leads other countries when it comes to furniture market revenue at $263B in 2024, with an expected annual growth rate of 3.82% from 2024 to 2029. The first campaign under the new partnership is expected to launch in early 2025.

• Heritage Grocers Group

Heritage Grocers Group (“Heritage” or “HGG”), one of the leading Hispanic food retailers in the country, announced today the recent expansion of its rewards program to El Rancho Supermercado, one of its banner companies with 29 stores across Texas and Kansas. This expansion further unifies Heritage’s banner companies under one loyalty program to enhance the overall shopping experience and unlock even more value for its customers. The ‘El Rancho Rewards’ mobile app is available for download from the Apple App Store or Google Play. Customers can also sign up for the new loyalty program and start enjoying amazing benefits by visiting El Rancho Supermercado Rewards. After enrolling in the program, all customers have to do to access their offers is tap ‘Clip and Save’ to add their favorites to ‘My Card’ or the ‘Cart’ icon. Upon checkout, customers need to enter their phone number or present the barcode on ‘My Card’ or the ‘Cart’ icon, to redeem their offers.  To learn more about ‘El Rancho Rewards,’ including details, terms, and conditions, or to sign up today, visit El Rancho Supermercado Rewards.