Buchanan Whisky, Wells Fargo, Adidas… and More

Water, Inc., Promo Leads, Buchanan Whisky,Wells Fargo… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Water, Inc. 

water incMerlot Marketing, Inc. (Merlot) has been named agency of record for Water, Inc., the premier distributor and supplier of water filtration and purification products, whole house water treatment systems, decorative plumbing and luxury appliances. The agency will lead regional and national public relations efforts, key branding strategy and graphic design to support new product launches and Water, Inc’s existing catalogue of products.Since 1977, Water, Inc. has been at the forefront of healthy and sustainable living by offering the latest technologies in water filtration and purification for the home. In addition to successfully launching private label brands nationally, Water, Inc. and its network of dealers and drinking water specialists have grown to be the premier Western US representatives of quality drinking water systems and luxury kitchen appliances. The company’s territories include California, Nevada, Arizona, Utah, Colorado, New Mexico and Hawaii.    The first collaboration for the new partnership was the rebrand of the HousePure® suite of products, which work together to reduce chemicals and toxins throughout the entire home from point-of-entry to point-of-use. Merlot worked closely with the Water, Inc. team to create a fresh new look for the HousePure logo and develop a storytelling brochure that introduces the unique product categories and the numerous benefits of water purification for the home.

  • Promo Leads 

As the 2020 Tokyo Olympics come to an end, global digital marketing firm Promo Leads reports increased interest in online advertising and lead generation for sports-related industries. According to online lead generation platform Promo Leads, the volume has more than doubled itself in fields like wellness and health, fitness, sports apparel, physical education and others. This is in addition to a general rise in all industries over the past few months, which can be attributed to the brand’s rising popularity during this period of time.Overall, 2021 can be marked as a year of bloom for digital marketing and lead generation, as the COVID-19’s implications continue to be felt globally. The combination of high unemployment rates and local lockdowns results in many turning to the virtual sphere as a way to work from home. That’s where Promo Leads’ proprietary platform comes into play, with its quick, simple and secure campaign creating mechanism. 

  • Buchanan Whisky 

la reunionThis summer Buchanan’s Blended Scotch Whisky is reuniting friends, families, and communities with Buchanan’s La Reunión, a pop-up market experience that celebrates the vibrancy of local Hispanic culture while giving back to the neighborhoods that need it most. The multi-city curated events will bring together local Hispanic businesses – from florists and artists to designers and chefs – to celebrate the many traditions and sazón that make each community so unique. At each Buchanan’s La Reunión event, Buchanan’s is making it easy for guests (21+) to give back through the brand’s Pull up a S[eat] with Buchanan’s initiative. By donating meals through local charity partners Rethink Food (New York City), No Us Without You LA (Los Angeles), Target Hunger (Houston) and Buddy System MIA (Miami), the program feeds food insecure neighborhoods and amplifies the voices of those inspiring change.Buchanan’s La Reunión kicked off in New York City the past weekend during one of the city’s biggest celebrations of Dominican culture. New Yorkers 21+ enjoyed an experience that safely brought block-party vibes to Brooklyn with interactive programming that highlighted the best of NYC.Missed Buchanan’s La Reunión in New York? Don’t worry, the event will be popping up during cultural celebrations later this summer in Los Angeles and Houston, culminating in Miami during Hispanic Heritage Month and one of the biggest weeks in Latin music.Fans will also have a chance to win a trip for two to Miami. 

  • Wells Fargo

wellsWells Fargo announced a new wave of support for entrepreneurs including an initiative focused on mentoring 500 women-owned businesses called Connect to More℠, and a second phase of funding from its Open for Business Fund aimed at providing 93 nonprofits with access to experts that can help grow their businesses. Connect to More is one example of how we’re supporting the success and sustainability of women-owned businesses through access to expertise and specialized resources. As part of the program, Wells Fargo partnered with the Nasdaq Entrepreneurial Center where women entrepreneurs can gain complimentary support through its signature Milestone Mapping Coaching Circles. Born from the challenges of COVID-19, participants get hands-on help setting and reaching business goals from a network of peer mentors.Connect to More will offer Milestone Mapping Coaching Circles throughout the year and into 2022 with the goal of helping 500 women-owned businesses. Each Circle is open to all women-identifying business owners in the U.S. and provides a biweekly opportunity for women entrepreneurs to work through specific challenges, celebrate milestones, attend workshops, and connect with small business experts and mentors. Those interested in applying must complete an application, and upon acceptance, will be placed in a Circle.The company is also distributing more than US$55 million to 93 nonprofits from its Open for Business Fund, a roughly US$420 million small business recovery effort. These grants will make experts in business planning, accounting, financial management, legal, marketing and more available to small business owners for coaching and guidance.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@www.www.portada-online.com.

  • MiSalud

misaludlogoMiSalud Inc. announced raising US $5 million and launching the beta version of their digital health platform. MiSalud, which means My Health in Spanish, aims to make healthcare more inclusive by offering personalized healthcare services to US Hispanics through its mobile app and platform.The pandemic highlighted many longstanding problems with healthcare access in Hispanic communities. According to the CDC, Hispanics were nearly three times as likely to be hospitalized from Covid-19, and 2.3 times as likely to die from the virus. Longstanding inequalities in the healthcare system also contribute to Hispanics being 23% more likely to be obese, 24% more likely to have uncontrolled hypertension, and an astounding 50% more likely to die from diabetes. Hispanics are also three times more likely to be uninsured and are less likely to have a primary care physician. MiSalud aims to combat these inequalities by making culturally-sensitive medical and wellness services available in real-time, in the patient’s native language, via its mobile platform.MiSalud was co-founded by Dr. Devon Huff, who grew up in Oxnard, a majority Hispanic town in Southern California. Both his father and his grandfather were physicians for the community.MiSalud offers a unique combination of personalized preventative wellness services, along with traditional healthcare via Spanish speaking physicians. MiSalud is currently in closed beta and will launch publicly later this year.

  • B89

Polymath logoB89, a Peruvian fintech platform that aims to empower Hispanic Americans through borderless financial services, is joining the growing network of node operators on Polymesh. Polymesh is a permissioned blockchain purpose-built by Polymath specifically for regulated assets. It is currently in testnet phase with mainnet launch anticipated for later this year. With B89 working as a node operator on Polymesh, there are now 13 regulated capital markets participants helping to secure the chain. Other node operators include Entoro Capital, Oasis Pro Inc. (majority owner of Oasis Pro Markets), and Digivault, among others. B89 will be the first operator based in Latin America, which will help to increase the global presence of the Polymath blockchain and the borderless network it promises to expand and benefit.B89 seeks to empower Hispanic Americans with simple, fair, and transparent cross-border financial services and digital payments. The financial services platform unifies traditionally separate core services of payments, remittances, and banking in a single mobile application. B89 is committed to scaling as technology develops, as well as encouraging sustainability and decentralized ownership, which is a key offering of blockchain technology.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@www.www.portada-online.com.


  • El Dodo

el dodoThe Dodo — the no.1 animal brand on digital — announced the official launch of El Dodo, the first Spanish language channel dedicated to animal content. The channel is currently on Facebook with plans to expand to additional platforms with original, localized content later in 2018.El Dodo is an editorial-driven effort that will feature originally produced stories, as well as live videos focused on animals and animal issues for Spanish-speaking animal lovers across the U.S. and around the globe.The Dodo’s enormous success throughout 2017 — including developing Comeback Kids: Animal Edition: the Facebook Watch show that has made The Dodo the no. 1 media publisher on the platform — and climbing the leaderboard ranks to become a global top 10 media publisher (Source: Tubular) have proven that animal content is universally loved; it’s one of the few content genres that transcends borders. 35% of The Dodo’s existing audience live outside of the U.S. and an increase in viewership from Spanish-speaking communities and countries prompted the launch of El Dodo so that these fans can consume content in their native language, while preserving what they already know and love from The Dodo. Since soft-launching in mid-November on Facebook, El Dodo has already garnered over 600,000 followers and has seen strong success among international viewers.

  • Adidas

Ajax and Adidas, in collaboration with the Bob Marley family, released the 2021/2022 Ajax third kit. The kit is a tribute to the Ajax fans and the love shared by the club and its fans for reggae legend Bob Marley and his iconic song, Three Little Birds. The black kit features red, yellow and green details. On the back of the jersey, just below the collar, it features a subtle reference to the iconic song, with three little birds sitting on Amsterdam’s Andreas crosses. The kit will be worn in this season’s European matches, alongside Ajax’ home kit.The story of Ajax, Bob Marley and Three Little Birds started in August 2008, when Ajax played a friendly match in Cardiff, against Cardiff City F.C. The Ajax fans were asked to remain in the stands after the game. To entertain the patient fans, the stadium DJ played several tracks, one of which was Three Little Birds. The rest is history. The fans instantly embraced the song as their own and have been singing it at every game since.Across generations, no musical artist has influenced the world quite like Bob Marley. His legacy and messages of hope, love, justice and unity remain as powerful today, as when they were written. The kit features a jersey, short and socks. All product is available from August 20 onwards, and available on ajax.nl/shop, adidas.com, in Official Ajax Fanshops (ArenA, Kalverstraat and Bataviastad) and through selected retailers around the world.

  • Children’s Miracle Network Hospitals

Nonprofit Children’s Miracle Network Hospitals has launched its first-ever Direct Response Television (DRTV) campaign. Airing on national broadcast and cable outlets, the campaign will run mid-August through early November. Driven by data, research and dedication to progression, CMN Hospitals deemed DRTV as an authentic next step for the organization. While it isn’t the only marketing mechanism utilized by Children’s Miracle Network Hospitals, it is anticipated to be a key contributor to a rise in fundraising and awareness alike. Unexpectedly, the campaign is on the heels of an uptick in positive child COVID cases, which directly affects the organization’s network hospitals. Children’s hospitals are on the frontlines when it comes to protecting the health of future generations, but they can’t do it alone. CMN Hospitals is a 501c-3 nonprofit dedicated to protecting kids’ health by raising unrestricted funds for 170 children’s hospitals across the U.S. and Canada. The organization was founded in 1983 as a telethon.