Carl Friedrik, Pepsi™, Lyft … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Carl Friedrik, a luxury leather and travel goods company, has selected Issa PR, a luxury global strategy and public relations agency, as their US-based Agency of Record. The Scandinavian company is expanding its reach and launching in the United States this month. Centered on modernity and minimalism, Carl Friedrik offers a wide variety of stylish, durable and timeless goods – from refined leather accessories to hardwearing, elegant luggage pieces. Issa PR will handle all media relations and PR strategy in North America.Issa PR agency is co-headquartered in London and New York with team members across the US and Europe.
Last year, Pepsi introduced its #BetterwithPepsi campaign, promoting how America’s favorite foods (like burgers) indeed go better with a refreshing, crisp Pepsi cola. Just in time for National Pizza Party Day on May 20, Pepsi reminded everyone that pizza is #BetterWithPepsi.In a recent study, 90%1 of people agreed that Pepsi is a perfect beverage complement to pizza, so it’s no surprise that 72%2 of national pizza locations currently serve Pepsi. To celebrate this truth, Pepsi took pizza enjoyment to the next level on National Pizza Party Day – last Friday, May 20. With help from the Culinary Institute of America (CIA) Consulting, a business unit of The Culinary Institute of America, Pepsi reimagined America’s favorite pizza topping, unveiling the world’s first Pepsi™-Roni Pizza.Since Pepsi is wildly known to also enhance the taste of pizza, the brand enlisted CIA chefs to reimagine and engineer a new type of pepperoni infused with the rich caramel notes and brown spices with the citrusy pop of Pepsi cola. The unique topping recipe designed by Pepsi and CIA Consulting includes a Pepsi® Zero Sugar reduction instead of the water typically used in pepperoni preparation and layers the sweet and citrus zests Pepsi is known for with the standard spice blends found in pepperoni. Last Friday, May 20 pizza fanatics located in New York City were able to try the first Pepsi™-Roni Pizza (for free!) in Lower Manhattan – the birthplace of pepperoni – only at Made in New York Pizza West Village (561 Hudson St, New York, NY 10014).The National Pizza Party Day promotion and limited-edition Pepsi™-Roni Pizza is the latest iteration of the brand’s Better With Pepsi creative campaign launched in 2021 which included 12 national commercials and proved the most popular cheeseburgers from the top three burger chains in the country went #BetterwithPepsi. As part of this #BetterwithPepsi program, Pepsi will debut another new suite of national television spots this summer. Better With Pepsi is more than a tagline for the brand, it’s an unapologetic reinforcement of how consumers enjoy Pepsi every day with their favorite foods.
Lyft has selected Mediahub to handle its U.S. media account, estimated to be worth around US$50 million annually, according to Campaign US.Mediahub won the account following a three-month competitive pitch review process run internally by Lyft.The new agency will handle the transportation company’s U.S. media planning, buying, analytics and measurement duties. It will also work closely with IPG’s data arm Acxiom to identify consumer targets for Lyft.Lyft previously worked with VaynerMedia.The account will be led by Mediahub’s Los Angeles office, with support from across the U.S. network.
Audi of America has appointed Ogilvy as its creative agency of record, ending an eight-month review, Adage reported. Venables, Bell & Partners had held the account since 2007. The review began 10 months after Audi of America hired Tara Rush as its chief marketing officer.
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Target Corporation / Ulta Beauty
Target Corporation and Ulta Beauty shared details about the highly anticipated Ulta Beauty at Target, slated to begin rolling out in more than 100 Target stores nationwide and online with more than 50 specially curated prestige brands this August. The differentiated retail concept pairs Ulta Beauty’s industry authority with Target’s beloved experience, bringing a one-of-a-kind beauty experience to millions of guests. The companies are planning for these experiential “shop-in-shops” to reach a total of 800 Target stores across the country in the coming years.he two trusted retailers partnered to create an industry-first shopping destination based on their expertise in beauty, curation and guest-centric experiences. The Ulta Beauty at Target assortment of prestige brands includes, but is not limited to, the following: Anastasia Beverly Hills, Ariana Grande, bareMinerals, Bumble and bumble, Clinique, Drybar, IT Cosmetics, Jack Black, Juvia’s Place, MAC Cosmetics, Madison Reed, Morphe, PATTERN, Philosophy, Smashbox, St. Tropez, Sunday Riley, Tarte, The Ordinary, Too Faced, TULA Skincare, Ulta Beauty Collection and Urban Decay, among others. The full list of brands, including some that are exclusive to Ulta Beauty, can be found on A Bullseye View.The Ulta Beauty at Target locations will be found in Target stores across the country, complementing Ulta Beauty’s existing store footprint and making prestige beauty more accessible than ever before. The list of more than 100 locations at launch can be found here Ulta.com/Target, with additional locations to follow in the coming years. Bringing the experience further to life, Ulta Beauty-trained team members will provide guests with industry-leading beauty expertise to guide product discovery and selection. Each “shop-in-shop” will be prominently placed near the existing Target beauty section and will feature specialized displays, discovery zones, as well as on-trend, seasonally relevant offerings.The immersive experience will also live on Target.com and in the Target app with an elevated look and feel. Guests who shop Ulta Beauty at Target will benefit from rewards from both Target Circle and Ultamate Rewards. Those shopping online will enjoy free shipping for qualifying orders and Target’s industry leading, same-day fulfillment services, Drive Up, Order Pickup and same-day delivery with Shipt at participating store locations.
The Natura &Co group, composed of the brands Natura, Avon, The Body Shop and Aesop, potentiated its digital strategy by developing a new e-commerce experience on the websites of the four brands. The initiative was supported by Compass UOL, a global digital transformation company. Now, consumers can browse lighter websites, with up to ten times faster loading, even when experiencing slower connections and from less powerful devices.The new website interface was designed to facilitate access for customers, consultants and representatives to the product catalog, and mix offers and content in a balanced way, delivering information and shopping recommendations in a more intuitive and fluid way.From now on, the four brands will be able to replicate features developed in Brazil to other countries. In addition to this, they can launch a new e-commerce site in less time.Using the AWS cloud and the Salesforce’s e-commerce engine, Compass UOL restructured the architecture and the front end that supports the e-commerce platforms of the four group brands in Latin America, creating a unique code based on React and SPA technologies. The release was based on concepts of clean code, modular architecture, and decoupled software, and using the Lean project management methodology to guarantee the agility of the execution.The new modular structure allows the inclusion of new features more quickly, which can be replicated to any country. The project was conceived in a mobile-first concept, prioritizing access via smartphones, matching Brazilian reality.The reformulation was one of the initiatives that contributed to increase the number of pages visited in 218% and reduce 40% in the rejection rate during navigation.The implementation is already completed for all Latin America.