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Coors Light®, Carnival Cruise Line & Other Brand Moves You Need to Know About

An overview of brand moves and campaigns over the last seven days.

Content

  • Coors Light® 

As the official beer of the Leagues Cup, the landmark soccer club tournament to feature every team from Major League Soccer (MLS) and LIGA MX, Coors Light is going all-in on soccer with “Refresh the Game,” a new campaign that will reach soccer fans throughout the summer. As part of its campaign, Coors Light is encouraging soccer fans to Choose Chill with its limited-edition smart Coors Light Chill Jersey. Each jersey will have a Captain’s Beer Band to keep a crisp Coors Light within arm’s reach. For a limited time, soccer fans looking to maintain their chill with a Chill Jersey can head over to www.thechilljersey.com to buy a jersey for US$50. Quantities are limited with 90 total jerseys available with a limited amount releasing each day in drops. Throughout the summer, Coors Light is furthering its commitment to soccer fans with thematic packaging and a sweepstakes to win a trip to the Leagues Cup championship match. Soccer fans can enter to win at www.thechilljersey.com. Plus, Coors Light has partnered with reigning MLS MVP Luciano Acosta and soccer star Alan Pulido to spread the word about this game-changing jersey and connect with soccer fans. Coors Light is launching a new creative campaign in collaboration with Alma, aimed at engaging soccer fans and keeping them refreshed during matches. Additionally, Coors Light is partnering with Soccer United Marketing to create custom fan interactive spaces at five Leagues Cup tournament matches, offering a cooling experience for fans during the summer games.The Leagues Cup is a competition featuring all 47 MLS and LIGA MX clubs, pausing their league seasons to compete in this Concacaf event from July 26 to August 25. Tickets for the matches can be purchased on LeaguesCup.com or through the hosting MLS clubs. Season ticket holders should contact their club representatives or visit the website for more details.

  • Carnival Cruise Line 

Carnival Cruise Line has appointed TBWA\Chiat\Day New York as its creative agency of record after an internally managed pitch process, according to Adweek. The agency’s task is to enhance Carnival’s brand platform, creating a unique and disruptive market position to drive growth. This collaboration will kick off during the cruise industry’s “wave” season, which starts post-December holidays and lasts through March, with the initial campaigns expected either late this year or early 2025. Although Carnival has parted ways with Anomaly, who has been successful since 2017, it will retain Shaq as a brand ambassador and continue emphasizing the fun aspect of the brand. Financial terms of the deal were not revealed, but COMvergence estimates Carnival’s 2023 expenditure at US$76 million, covering both traditional and digital media.

 

  • DoorDash

DoorDash, a technology company that connects local consumers and local restaurants with delivery, is launching its latest “Summer of Dash Pass” campaign, building on the previous “Your Door To More” initiative, Mediapost reported. This summer, the campaign will run for five weeks, offering DashPass members various savings, freebies, promotions, and five unique experiences. These include a trip for four to see Taylor Swift’s Eras tour finale in London, a two-week Cheesecake Factory world tour covering Beverly Hills, Mexico City, Dubai, and Bangkok, and a luxury beach package at a private Miami estate with flights, accommodations, and a “DashPass concierge.” Other prizes include packages for WNBA games and an inflation-buster prize offering groceries and gas for two cars every week for a year. Similar to the Super Bowl campaign, members are entered into the sweepstakes with every delivery. DoorDash’s in-house agency, Superette, created the ads featuring 15- and 30-second spots directed by Harold Einstein. The campaign aims to highlight DoorDash’s versatility and affordability, connecting to approximately 150,000 groceries, retail, and restaurant networks. The ads, valued at over US$340,000, will air on TV, online video, social media, and audio platforms.

  • Warner Bros 

Warner Bros´Super Mario Bros movie has smashed box office records, with Hispanic audiences playing a pivotal role in its success. Despite representing 20% of the U.S. population, Hispanics contributed a remarkable 41% of the U.S. box office opening. This significant contribution underscores the immense buying power and critical importance of the Hispanic market to the entertainment industry. With a substantial and growing portion of the U.S. population, the collective purchasing power of Hispanics is considerable. A generally younger demographic, Hispanics are more likely to engage in activities like moviegoing. Larger family units often translate to more movie tickets sold per outing. Hispanics have a higher index for movie consumption, frequenting theaters more than other demographic groups. The Hispanic market is rapidly expanding, suggesting an increasing influence on future box office trends. An inclusive approach to movie releases is not just beneficial but essential. Organizations like CULTURE+ GROUP, CIEN+, Choice, and CulturIntel understand and leverage this demographic’s power, ensuring that entertainment products are inclusive and representative. Their strategic focus on inclusivity is crucial for achieving success in today’s diverse market.

Portada LiveAt this exclusive event on September 19, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including multicultural 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].

  • Big Y 

American, family-owned supermarket chain Big Y is making it easier for customers to find Hispanic groceries, as reported by Grocery Dive. The recently remodeled store in West Springfield, Massachusetts, which reopened this week, now boasts an expanded Hispanic grocery section. This section includes traditional ingredients and staples from Latin America, Brazil, and the Caribbean. Located at 503 Memorial Ave., the store also features tropical fruits and vegetables such as plantains and ajicito peppers, along with a wider variety of roots, sugar cane, chayote, chili, and more. Hispanic products are available throughout various store departments. According to the Census Bureau, nearly 12% of the town’s population identified as Latino or Hispanic in July 2023, with about 80% identifying as white. Big Y also plans to open new stores in Middletown and Westport, Connecticut, and Uxbridge, Massachusetts, this year, bringing its total number of supermarkets to 77.

  • Total by Verizon

Total by Verizon is using a classic form of fútbol fandom – signs – to give a voice to fans globally this summer.  Total by Verizon is sending Total Sign Guy, a super fan, to showcase people’s messages at several fútbol matches this summer so that they can share the voices of fans who would otherwise not have the opportunity to show their fandom in the stadium. On Thursday, June 20, @DudewithSign joined the prepaid wireless brand Total by Verizon at Georgia International Plaza in Atlanta. They distributed free swag and encouraged futbol fans to text their messages for their favorite team to 1-855-504-SIGN for a chance to have their messages displayed inside the futbol stadium by “Total Sign Guy.”Total Sign Guy,” Total by Verizon’s futbol superfan, was given the once-in-a-lifetime opportunity to attend multiple major futbol games this summer, starting with Atlanta. He proudly joined Total by Verizon in supporting their customers during the biggest futbol event in the U.S. this summer. More updates are coming soon from Total by Verizon.Fans will be able to text the messages they want to share on the sidelines to their favorite fútbol players or teams at 1-855-504-SIGN and have the chance for their message to be displayed in the stadium by Total Sign Guy for all to see at the biggest tournaments! Fans can text their messages now through July 14 to get in on the action.
  • Michelob ULTRA

Michelob ULTRA beer brand will bring Superior Enjoyment to fans with activations at all 14 U.S. host cities throughout the tournament as the Official Global Beer Sponsor of CONMEBOL Copa América USA 2024™ – the oldest still-running continental soccer competition and one of the most iconic tournaments in sports.Michelob ULTRA’s CONMEBOL Copa América sponsorship builds on the brand’s commitment to soccer, including being the Official Beer Sponsor of the U.S. Men’s National Team and the Mexico Men’s National Team, and its continuing support of Lionel Messi.”Summer of Team USA” will be the biggest summer program in Michelob ULTRA’s history, continuing the brand’s commercial momentum after recently reaching its all-time high market share earlier this year.As part of the campaign, Michelob ULTRA will air a TVC called “Enjoyment“, which  is part of a fully integrated marketing campaign that’s built around the brand’s Superior Access platform, ULTRA Pitchside, which gives 21+ fans the chance to win from three tiers of exclusive prizes, including CONMEBOL Copa América hospitality packages, gear signed by Lionel Messi plus other exclusive merch, and tickets to CONMEBOL Copa América matches. The brand will also sponsor the Superior Player of the Match Trophy.Michelob ULTRA will host over 1 million fans aged 21+ in fan zones at all 14 host stadiums during the 32 matches of the CONMEBOL Copa América across the U.S. These fan zones will offer an immersive experience with soccer-inspired games, live music, and exclusive merchandise. The brand will continue its partnership with USMNT star Christian Pulisic, featuring him in out-of-home advertising and offering special-edition packaging with the U.S. and Mexico shield logos. Additionally, Michelob ULTRA is collaborating with PUMA on a limited-edition collection inspired by the official match ball, PUMA Cumbre. Fans can enter to win this collection through the ULTRA Pitchside platform. For more details, visit MichelobULTRA.com or follow @MichelobULTRA on social media.

  • OnePlus

Marcel Campos, Director of Integrated Marketing Campaigns at OnePlus North America, directs most of his marketing budget to target the tech-savvy consumer.  “Smartphone marketing to tech-savvy consumers requires very detailed content in the messaging. We decided to talk to them through social media,” says Campos. The social networks he employs include IG, TikTok, and Facebook. “A big focus is on Youtubers,” where OnePlus is present through advertising and content creators/influencers. OnePlus uses two types of influencers. On the one hand, tech influencers. On the other hand, it employs influencers who are not techy “to expand a bit more out of the tech wizard segment and show a different side of the product,” Campos maintains.   In addition to social media, OnePlus also utilizes social news aggregation site Reddit and in-app mobile game advertising, as these channels efficiently target the tech-savvy consumer. CTV is also part of the mix, with ad platform MNTN enabling precise targeting. Segmentation objectives include the Hispanic consumer. The OEM also partners with some retailers, like Best Buy, on co-op advertising campaigns.  “We use a strong CRM platform to manage it all,” he asserts. Read more about how OnePlus’ Marcel Campos does smartphone marketing.

  • Lexus & Amazon Music

In celebration of World Music Day, Lexus and Amazon Music have teamed up with 8x Grammy Award winning artist Anderson .Paak to launch a new campaign, “Destination .Paak – The Lexus GX Remix.” The campaign includes an exclusive Anderson .Paak remix and music video featuring the all-new 2024 Lexus GX, as well as behind-the-scenes interviews and interactive content with the award-winning artist. “Destination .Paak – The Lexus GX Remix” is available on destinationPaak.com beginning june 21st. Fans can explore the campaign in its totality on destinationPaak.com now through August 31, 2024. For more information on “Destination .Paak: The Lexus GX Remix” and the all-new GX, visit www.destinationPaak.com, www.lexus.com/gx and the Lexus Newsroom.

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