Corona, Audible, Valvoline, Open English, Allegiant, VivaAerobus… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Corona
Corona announced Corona Island, a unique destination for visitors to disconnect from the everyday and reconnect with the natural world. The idea is to highlight Corona’s brand positioning as a “beer that was born at the beach” as well as its sustainability agenda. Slated to open in late Spring 2022 in the heart of the Caribbean Sea, Corona Island will be a magical destination centered around sustainability and is striving to become “Blue Verified ” by Oceanic Global as part of the international NGO’s rigorous Blue Standard program. The verification and assessment addresses measures including: single-use plastic elimination and implementation of responsible waste management infrastructure. The assessment is currently underway with Corona Island set to become the first fully Blue Verified Island by its launch in spring of next year. The island features relaxing beach fronts, lush botanical enclaves and crystalline blue waters for visitors to enjoy and fall in love with nature.The number of guests will be strictly limited as part of Corona’s efforts to ensure the island operates with a minimal environmental footprint. Oceanic Global will also provide valuable counsel in creating engaging educational activities that draw attention to plastic pollution, ecosystem protection, and overall ocean conservation. The island’s hospitality team and guests will also undergo Oceanic Global’s training on sustainability and operational best practices in accordance with the criteria outlined in the Blue Standard. UPDATE: This initiative is for Corona Global not Corona U.S. Therefore this news is for the global beer brand Corona that operates outside of the United States under Anheuser-Busch InBev (AB InBev).
Audible
Amazon-owned audiobook service Audible is reviewing its US $500m global media planning and buying account It is understood that a request has been sent out to all major media holding companies, including Interpublic Group, Omnicom, WPP, Publicis Groupe and Havas. The business is currently divided up between various agencies in different markets. Interpublic’s Initiative handles the main media account for Amazon, the world’s top advertiser, which spent US $11 billion n on ad expense last year.
Clover Sonoma
Colombian dairy, food, and beverage company Alpina has bought a stake in Clover Sonoma, a dairy company located in Sonoma County, CA. With approximately US $240 million in annual sales, Clover Sonoma is a leading dairy processor in Northern California. The partnership’s main goal is to expand into the the Southern Californian market. Clover Sonoma’s dairy marketing has traditionally had strong out-of-home advertising and public relations components. Going forward, there are growth opportunities in the increased use of digital marketing and social media marketing.
Open English
Open English, a leading online English learning platform in Latin America and the U.S Hispanic market, announced that the company has enrolled more than one million students to date while expanding into Europe and the Middle East. The Open English platform teaches English as a second language by connecting students with native English-speaking teachers through live classes 24 hours a day. Open English has achieved significant revenue growth in both consumer and corporate segments and has extended its leadership position by achieving over 60% growth YOY from 1H 2020 to 1H 2021 and US $77M in total revenue for 2020. With more than 1.4 billion English learners around the world, according to HolonIQ, Open English’s platform aims to accelerate fluency by disrupting the traditional brick and mortar model that has historically dominated the space. Since its founding in 2007, Open English provides live, online learning solutions for businesses, adults and children, as well as complementary digital skills training programs.The company is headquartered in Miami, FL with offices in Mexico, Bogota, Buenos Aires and São Paulo.
Allegiant / Viva Aerobus
American ultra-low cost airline Allegiant and Mexican low-cost Viva Aerobus will create a commercial alliance to operate their networks between Mexico and the United States, in what represents the first agreement of its kind between two low-cost carriers. As part of the agreement, Allegiant will also make a US$50 million investment in Viva Aerobus, which will enable the company’s President and CEO, Maurice J. Gallagher, Jr. to join the Mexican company’s Board of Directors. Joint application for the deal, which is also subject to approval by Mexico’s competition agency, has already been filed by the carriers with the U.S. Department of Transportation.The deal is expected to create rippling economic benefits for hospitality sector business across both nations. The U.S. – Mexico market is currently the largest international air travel market in the world. Allegiant currently offers flights to more than 130 cities in the United States but does not operate in Mexico, while Viva does have a presence in the northern giant with non-stop flights to Cincinnati, Dallas/Fort Worth, Harlingen, Houston, New York-JFK, Las Vegas, Los Angeles, Chicago, and San Antonio. The alliance, once the respective government approvals are obtained, is expected to become effective during the first quarter of 2023.
Southeastern Grocers
Southeastern Grocers (SEG) has welcomed two new stores to its network. Building out the footprint of its Fresco y Más banner, the retailer opened a new store in Tampa, Florida, on November 3, and a new store in Deltona, Florida, on November 17. The new Hispanic grocery stores will provide the community with a specialized shopping experience that celebrates the growing Hispanic culture in Deltona and Volusia County. Fresco y Más hosted a grand opening ceremony to officially introduce the new stores to the local community,which included a ribbon cutting, live music, free giveaways, and the chance to receive a free mystery gift card. The Deltona store also presented a US $1,000 donation to Forest Lake Elementary School.Fresco y Más also hosted a weekend-long socially distanced community celebration with live entertainment and giveaways.
Patron Tequila
The song, “Gracias A La Vida,” will be the center of Bacardi owned Patron’s new TV and digital ad spots, with a stripped-down acappella rendition performed by singer-songwriters Jessie Reyez, Amber Mark and Fousheé, with production by Grammy Award-winner Andres Levin. Rolling Stones reports. The song was originally released in 1966 by Chilean artist Violetta Parra, and is a beloved classic in Latin America. It has been continually recorded by artists such as Joan Baez, Mercedes Sosa and Placido Domingo.
Smashburger®
Smashburger®, the fast casual burger restaurant, announced the launch of its newest creation, the Chorizo Cheeseburger by Chef Rick Bayless. Developed in collaboration with the award-winning chef and restaurateur, and winner of Bravo TV’s Top Chef Masters Chef Rick Bayless, the authentic Mexican-inspired burger is available at all Smashburger locations nationwide starting today through February 15, 2022. Throughout the duration of the limited time dish, Smashburger is encouraging guests to donate to the Frontera Farmer Foundation, a nonprofit organization established by Bayless in 2003 to support small sustainable farmers in the Midwest. With the end goal of raising US $75k to provide these organic sustainable farmers with capital development grants, Smashburger will match each guest donation made during checkout.Smashburger’s first ever Mexican-inspired burger is made with Certified Angus Beef and topped with V&V Supremo’s spicy all-natural Mexican-style pork chorizo, then layered with melted cheddar cheese, house-made jalapeño pico de gallo, lettuce, and mayo, sandwiched between a toasted spicy chipotle bun. For this new menu item, the brand partnered with V&V Supremo, a well-known and locally loved family brand in Chicago who produces an award-winning traditional pork Mexican-style chorizo, made with 100 percent natural pork loin with no additional meat additives.
Valvoline
Hill Holliday has been appointed creative and strategy AOR for the Valvoline business after a multi-agency pitch, Mediapost reports. The account was formerly handled by Big Communications, Birmingham, Ala.Valvoline,a leading provider of automotive services and supplier of premium DIY motor oil, reported total advertising costs in fiscal 2020 of US$72 million. The brand operates and franchises about 1,600 service-center locations in the U.S. and Canada. Hill Holliday will begin working with both on Dec. 1. (Check out interview with Tim Ferrell, VP Brand Equity and Consumer Marketing at Valvoline).
Miller Lite
The holidays are here! To celebrate, Miller Lite is introducing “Beernaments”: Miller Lite’s first ever “drinkable” ornaments on December 7! To launch Beernaments, the brand partnered with actor, comedian, and holiday lover, Jimmy O. Yang – known for Love Hard and Silicon Valley – to explain the holiday magic behind the drinkable décor and how they make your tree extra merry in a new video. Miller Lite Beernaments are available nationwide starting Dec. 7 at on Beernaments.com for only US$19.75 (6 pk), while supplies last.
