Chispa-Dieste, The Hershey Company, Home Depot, Procter & Gamble, Los Angeles Tourism & Convention Board, Jack Daniel’s, Catlike, Comcast and more brands targeting the U.S. consumer right now... Check our prior Sales Leads columns.
Match.com’s LatinX dating site Chispa will be working with Dieste on business strategy, creative and account planning. Dieste’s scope of work includes brand messaging strategy, brand positioning as well as production and creative development.”Dieste will be developing a rollout plan on how to make a bigger splash,” Julia Estacolchic, Director, Brand Marketing, Match Affinity at Chispa tells Portada.
Dieste will be developing a rollout plan on how to make a bigger splash.
The Hershey Company
The Hershey Company announced that they have selected Horizon Media as agency of record for the company’s U.S. confectionary business. This completes a six month comprehensive review of all paid media, including linear, digital, social, programmatic and retailer media. The review did not include media for Hershey-owned Amplify Foods and ONE brands or Hershey’s international markets. Most of Hershey’s U.S. media business was handled by incumbent UM. “Horizon Media not only demonstrated comprehensive, top-notch media and omnichannel capabilities, but they also provided a unique collaborative partner-first approach which was a critical component of the review,” said Charlie Chappell, vice president media, The Hershey Company. “As the world and media industry are in the midst of significant and rapid changes, Hershey needed to ensure that we have the right team who will complement and enhance our internal media capabilities.” The Hershey account will be serviced out of Horizon Media’s New York City office. Throughout the review, Hershey was advised by media consultancy, ID Comms.
At 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 Enzo Araujo at Enzo@portada-online.com.
Procter & Gamble
As Major League Soccer (MLS) kicked off its 26th season last weekend, Procter & Gamble announced a multifaceted partnership with the MLS. Consistent with its other major sports partnerships, P&G looks forward to engaging passionate fans and also collaborating with MLS on efforts to support local communities and increase equity in sports and society. The agreement comes during a time of significant growth for the League, and overall momentum for the sport, as fans look forward to the 2026 FIFA World Cup, which will be held in North America. The partnership enables P&G brands such as Gillette®, Old Spice®, Crest®, Oral B®, Dawn®, Charmin®, and Bounty®to tap into and support the passionate fandom for soccer. “Major League Soccer is one of the most dynamic sports leagues in North America,” said P&G Chief Brand Officer, Marc Pritchard. “We’re excited for our brands to participate in a sport so beloved by millions of families, while also investing in the future with an organization committed to utilizing sport as a vehicle for positive social change.” As part of the agreement, P&G will also sponsor the Mexican National Team’s U.S. Tour (Mex Tour), Leagues Cup, Campeones Cup and the MLS All-Star Game.
Los Angeles Tourism & Convention Board
The Los Angeles Tourism & Convention Board has launched the #StartYourComeback visitor campaign to showcase to travelers that L.A. is ready for the spotlight once again. Visitors can take advantage of more than 70 new offers curated by L.A. Tourism from local hospitality businesses. The offers include savings of up to 35 percent on hotels and a wide range of other perks and deals. Guests can take advantage of savings at properties including Ace Hotel Downtown Los Angeles, The Garland, Kimpton Everly Hotel Hollywood and Freehand Los Angeles as well all local restaurants, attractions and more. Separately, The Los Angeles Tourism & Convention Board announced an initiative powered by digital health company Sharecare and Forbes Travel Guide, the global authority on hospitality excellence, to verify the health security of all hotels with 50 or more rooms in the City of Los Angeles. By making health security verification a universal standard across this category of hotels, Los Angeles is set to become the first Sharecare VERIFIED™ destination in the U.S. Developed by Sharecare and Forbes Travel Guide, Sharecare VERIFIED™ is a comprehensive verification process and designation that assures guests and travel planners that Los Angeles hotels with this distinction have appropriate safety procedures in place.
Remezcla presented its latest music program, New Calle, in partnership with Jack Daniel’s and Latin artist De La Ghetto. New Calle looks to empower the emerging Latin urban music scene through the creation of a new anthem featuring one of today’s most sought-after Latin artists, De La Ghetto. The critically-acclaimed reggaeton powerhouse not only helped to compose the new song, but he also invited up-and-coming artists from across the country to help give a voice to the growing Latin urban music scene. “New Calle is all about embracing your heritage. Much like Jack Daniel’s, whose Tennessee roots are heavily engrained in its identity, many artists within today’s Latin urban music scene often draw inspiration from where they come from. At Jack Daniel’s we are proud to support artists like De La Ghetto and Doeman Dyna as they tell their own stories while helping inspire others to live their most authentic lives as Latinos in the US,” said Keenan Harris, Senior Multicultural Marketing Manager for Jack Daniel’s.
The New Calle anthem is available for streaming now on Spotify, and the companion music video is also available to view online through YouTube as well as remezcla.com/jdnewcalle.
Team Novo Nordisk, the world’s first all-diabetes professional cycling team, and Spanish brand of helmet Catlike announced the extension of Catlike serving as the team’s official helmet sponsor through the 2021 season. ’We are partners since 2013 and Catlike has always believed in our project,’’ continued Davidenko. “We are grateful to also have their support in spreading our mission to inspire, empower and educate people living with diabetes.’’ The Catlike has been recently acquired by the Portuguese Polisport Group, which has a solid market presence manufacturing product related to the two-wheels industry and is established as a market leader with a growing international presence. «Team Novo Nordisk’ goal of empowering people and athletes affected by diabetes is one of the most inspiring missions in today’s cycling world,’’ Catlike Business Unit Manager Eugénio Tavares said. ‘’Being partners since 2013, we couldn’t be more proud to renew our partnership. It’s an honor to be a part of such an inspiring mission. Being a brand that focus on innovation and commitment for developing the best possible gear for demanding cyclists, we review ourselves in their passion and commitment for cycling, health and well-being.
Gallegos United launched a new campaign for Comcast XFINITY aimed at “200%ers” – bicultural Hispanics who view themselves as both 100% American and 100% Hispanic. The work highlights XFINITY as “The X Factor” people’s modern connected lives—the secret sauce of superior experiences, differentiating qualities and unmatched value. The new campaign features Becky G, a Mexican American global superstar who is the embodiment of a 200%er. She exudes the drive and resilient spirit of Hispanics, discovered from a cover video she uploaded to YouTube – a testament to the power and positive impact of technology as a resource to help achieve your dreams. Premiering last week during the Latin American Music Awards (where Becky G is nominated for Favorite Female Artist), the campaign provides a balanced portrayal of how XFINITY improves the everyday lives of Latino families, with the fun quirkiness of the ordinary, driven home with appearances by Becky G, a celebrity that both represents and understands the target audience. The goal is to showcase XFINITY’S range of products and services (internet, entertainment and mobile) that fuel everyday connectivity in people’s lives, while avoiding traditional stereotypical representation of the Latino population in the US and instead, creating narratives that make audiences feel identified and acknowledged. Spots were shot in both English and Spanish. The campaign includes 5 x :30 TV, 5 x :15 OLV, Radio, OLA, Social and Display, with more rolling out over the summer.