Celebrity Cruises, IHOP, Pabst Brewing, Pantene… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

• Celebrity Cruises
  

Celebrity Cruises has launched a new advertising campaign to promote all-inclusive cruising, Cruise Hive reports. While the luxury cruise line is known for itits all-included amenities, this campaign focuses not on the features of a cruise ship or packages available for purchase, but on travelers themselves to illustrate that cruising is the ideal vacation getaway for everyone. Celebrity Cruises is spearheading the project to date and diversify travel advertising. Named “The All-Inclusive Photo Project,” the campaign recognizes the need to improve the representation of all people who travel in marketing materials. Well-known and respected photographers are part of the project, creating the world’s first free to use, ‘open source’ travel image library. Over 90 images are currently part of the library, all of which are royalty-free for use. Each image includes a detailed description of the model as well as the location. Celebrity Cruises hopes the availability of these resources will encourage more diversity and inclusivity in travel industry marketing, and plans to continue growing the library with additional images. “As global brands, we have a powerful platform to act as a catalyst of positive change. We know we have more work to do and we hope we inspire others to join us on this important journey. By leveraging our collective travel industry might, we can begin to make travel marketing truly ‘all-inclusive,”said Michael Scheiner, Celebrity Cruises’ Chief Marketing Officer. Celebrity Cruises plans to launch the advertising campaign in early April.

• IHOP

IHOP® announced a brand refresh with the new campaign, “Let’s Put a Smile on Your Plate,” and introduced Pereira O’Dell as its new creative agency of record. The campaign will officially debut on April 11 in a 30-second and 15-second spot on linear and OTT television. Throughout this campaign, the brand is focused on the quality of food and the joyful atmosphere IHOP provides, additionally the red smile from IHOP’s logo will become a recurring physical element that comes to life across all aspects of the IHOP experience. First seen in the ads, it will then roll out to restaurants, OOH installations, events, and more. “For over 60 years, IHOP has been serving up smiles with our pancakes, burgers, omelettes, and more,” said Kieran Donahue, Chief Marketing Officer, IHOP. “In the new creative, Pereira O’Dell really captured the feelings guests have when they dine at IHOP, including a sense of togetherness, belonging, nostalgia, and joy.”

• PepsiCo

PepsiCo, Inc.announced the launch of Jefa-Owned (owned by a Latina Boss), a national visibility campaign powered by the Juntos Crecemos (Together We Grow) platform, to encourage more Latina-owned, food and beverage small businesses to apply for the personalized business building support services. To mark the launch, PepsiCo leaders joined Latina business owners for the Nasdaq Opening Bell Ceremony, where they unveiled the first-ever Jefa-Owned neon sign, designed by PepsiCo, as well as limited-edition merchandise honoring businesses owned by a Latina boss designed in collaboration with Hija de tu Madre, a lifestyle brand founded by Latina entrepreneur Patty Delgado, who also established March 31 as National Jefa Day.As part of its Racial Equality Journey Hispanic Initiative, PepsiCo launched the multi-faceted Juntos Crecemos platform last fall aimed at strengthening Hispanic-owned businesses, specifically restaurants, bodegas and carnicerías (meat markets), to address foundational business challenges, and support business growth. Applications for the Juntos Crecemos Hispanic Digital & Delivery Program are open now. It is an eight-week personalized business building program that offers expert consultation for delivery logistics, technology, marketing, and search engine optimization (SEO), all which are designed to help businesses create a viable digital presence to access more customers. Participants will have access to one-on-one consultation from experts, where they will receive coaching and guidance on devising solutions for their unique business challenges. The first 40 Latina small business owners to complete the eight-week consultation curriculum of the Juntos Crecemos Hispanic Digital & Delivery Program will receive an exclusive Jefa-Owned neon sign. To apply for the Hispanic Digital & Delivery Program, visit: Pepsicojuntoscrecemos.com/jefaowned.Limited edition Jefa-Owned merchandise are available for purchase on the Hija de tu Madre’s online store, beginning on National Jefa Day, March 31. The merchandise, which will include t-shirts, tote bags, and notepads, honors businesses owned by a Latina boss. To shop the merchandise supporting Jefa-Owned businesses, visit: Hijadetumadre.com/collections/support-jefa-owned.

• Pabst Brewing 

American company Pabst Brewing  has appointed Seattle agency DNA as its new media AOR for all of its brands, following a formal review. Stagwell’s Assembly was the incumbent. DNA was also awarded creative AOR duties for the Pabst Blue Ribbon brand. In addition to its Blue Ribbon flagship brand, other brands in the Pabst portfolio include Old Milwaukee, Colt 45, Rainier Beer, Rainier Seltzer and Dragon’s Milk Stout among others. Pabst’s annual media expenditures are estimated at US$1 million by agency research firm COMvergence. About US$600,000 is allocated to digital channels. 

• Pantene 

Marking International Transgender Day of Visibility, P&G´s Pantene released a documentary-style short film chronicling the Quinceañera of a transgender woman, Isa, denied one as a teenager. Longtime agency Grey New York created the campaign.Against great odds (see stats), from job discrimination to systemic violence, transgender women have made significant progress in Latin America, holding elective office and as business leaders.The Quinceañera is a dream come true for many Latina girls as they turn fifteen. But this rite of passage to womanhood, celebrated by family and community, has often excluded transgender women from this cultural milestone.Pantene has partnered with Isa, a transgender woman in her forties, to give her the Quinceañera she never had. The film tells her poignant story and follows her preparations leading up to and including the day with her friends and family. (Link to the film) The integrated digitally-led campaign includes online video, social media, influencers, and public relations. The brand once again worked with GLAAD, which accelerates the acceptance and inclusion of LGBTQIA+ people by sharing stories and accessing all forms of media to uplift members of the community.

At this exclusive event on March 31, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].

• Casalú 

Casalú, a rum based hard seltzer focused on delivering a feeling of home and heritage, while inviting others to share Latino culture, is now available in select bars, restaurants, liquor and grocery stores across Miami, Florida, and ships to more than 20 states via direct-to-consumer platform on DrinkCasalu.com.  Made with dark aged rum, 5.9% abv./vol, Casalú sells for US$12.99 per 4-pack of 12oz cans. Crisp and balanced with the perfect amount of buzz, Casalú’s first offering, “Limón,” brings authentic Latino roots to the hard seltzer market. The name stands for the company’s ethos. Casa, a sense of home and heritage. Salú, an open door to all who want to share Latino culture.The origin story of Casalú begins with three friends, now co-founders, Ricardo Sucre and Gabriel Gonzalez of Venezuela and Gustavo Darquea of Ecuador. The trio first met while attending North Carolina State University. It was throughout college they began to share over their drink of choice: rum. They didn’t realize it at the time, but they were on their way to bringing the first authentically Latino owned rum based hard seltzer to the market.There are 60 million Latinos in the US alone. As the biggest minority in the country, they are having more impact on pop culture than ever. Casalú aims to represent the roots of these consumers and bridge the gap between them and the hard seltzer market.However, Casalú’s is more than a hard seltzer. Casalú’s vision is to be a catalyst for Latino culture. Think the next Red Bull, but Latino.

• Corona 

Corona has announced that starting this baseball season it is the Official Cerveza of Major League Baseball (MLB),  joining Budweiser as co-exclusive MLB beer sponsor. The multi-year sponsorship with Corona also includes a custom content platform on MLB.com and MLB Network that aims to bring fans closer to the sport and empower the next generation of star players to showcase their refreshing perspectives on and off the field.   As a brand that proudly celebrates its Mexican heritage, Corona is a natural fit to sponsor the game of béisbol, a sport beloved by the Hispanic community. In fact, nearly 30% of all MLB players are of Hispanic descent, and over 20 million Americans identify themselves as Hispanic and MLB fans.Corona plans to connect with those who are aged 21 years and older all season-long. In addition to visibility in-stadium and through bespoke paid media, adult fans of legal drinking age can expect to enjoy Corona at signature MLB Jewel Events, such as the 2022 All-Star Game presented by Mastercard and the World Series.Both Budweiser and Corona said their deals allow for in-stadium signage and participation in events like the All-Star Game and the World Series. Budweiser is maintaining exclusive sponsorship of baseball’s postseason celebrations, including locker room branding.