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Eight Brands Marketing to the U.S. Consumer Right Now: Guaranteed Rate, Nestlé, Jeep…

A comprehensive overview of the latest brand moves and campaign launches.


  • Guaranteed Rate

Chicago-based mortgage lender Guaranteed Rate rolled out the second wave of its Community Engagement Initiative on May 13.  Launched in 2023, the program aims to improve funded loan volumes in underserved communities nationwide.  “Traditional lending practices have overlooked Black and Latino communities, as well as low to moderate-income areas,” Camilo Escalante, Executive Director of Diverse Segments at Guaranteed Rate, said in a statement. “The Community Engagement Initiative blazes new trails with dedicated focus, specific budgets, and targeted partnerships in these communities.”

Check out this Portada interview with Guaranteed Rate’s Executive Director of Diverse Segments Camilo Escalante on mortgage marketing and his first Hispanic campaign.  Camilo Escalante will be a speaker at Portada Live in New York City on September 19. 

During the initiative’s first phase, Guaranteed Rate added new loan products, improved training efforts for processors and underwriters, and established strategic partnerships to expand the company’s presence in underserved markets. This first phase included a  Language Access Program and an inaugural Black Leadership Symposium.  Guaranteed Rate offers access to the entire mortgage process — including application, document processing, and touchpoints throughout the loan funding cycle — in Spanish.   In the initiative’s second phase, Guaranteed Rate will focus on diverse employee retention. “It is crucial for building community ties and strengthening our leadership in serving low-and-moderate income markets and underserved markets,” Escalante said. “We will also continue to expand our educational resources for borrowers.” Among other projects, the second phase features the launch of RateUniversity, a community outreach effort in both English and Spanish that is designed to promote financial education in large metro areas.

  • Nestlé

Nestlé is introducing Vital Pursuit, a new line of foods intended to be a companion for GLP-1 weight loss medication users and consumers focused on weight management in the US. The new product line consists of portion-aligned foods with high protein and essential nutrients. Vital Pursuit will be available in the US by the fourth quarter of 2024. The products are high in protein, a good source of fiber, contain essential nutrients, and they are portion-aligned to a weight loss medication user’s appetite. The new line is also well-suited to support a balanced diet for anyone on a weight management journey. Vital Pursuit is the first food brand from Nestlé intended for GLP-1 users with the goal of complementing the eating habits of millions of Americans who are currently prescribed a weight loss medication or actively working to manage their weight. “At Nestlé we want to be there for every moment in our consumers’ lives – today and in the future. As the use of medications to support weight loss continues to rise, we see an opportunity to serve those consumers. Vital Pursuit provides accessible, great-tasting food options that support the needs of consumers in this emerging category,” said Steve Presley, Chief Executive Officer, Nestlé North America. “We’re leveraging our deep understanding of consumers and nutritional science to stay ahead of the trends that are shaping consumer behaviors, and innovating across our portfolio to deliver products people will love.” People who are managing their weight may place a sharper focus on portion control and nutrient balance in their eating choices while still seeking great taste and accessibility. Vital Pursuit will help meet this need through a variety of frozen formats such as bowls with whole grains or protein pasta, sandwich melts, and pizzas. The products are portion-aligned and include essential nutrients like protein, vitamin A, potassium, calcium or iron. Vital Pursuit also includes gluten-free options, and several air-fryer ready items for added convenience.

  • Ashley

THIRD EAR, an identities-led, full-service creative agency, announced that it has been named multicultural agency of record for Ashley, America’s Largest Furniture Store Brand. Work to support Tampa-based furniture retailer begins immediately, primarily focusing on engaging Hispanic shoppers. “THIRD EAR’s experience in home furnishings and their strategic multicultural expertise, particularly their innovative approach and commitment to diversity will play a pivotal role in helping us connect with our diverse customer base on a deeper level,” said Elisabeth June, sr. manager of brand strategy at Ashley.   The scope of services includes segment strategy, creative development, and promotional support. This new partnership comes on the heels of two recent additions to THIRD EAR’s roster with Nissan and INFINITI.


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 Latin American 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].

  • Jeep®

The Jeep® brand released “Surpass Yourself” on its official YouTube channel. The teaser film profiles the all-new, all-electric Jeep Wagoneer S – the brand’s first global BEV, launching first in the United States and Canada. The Jeep Wagoneer S will be revealed Thursday May 30, 2024, in New York City.

  • America’s Test Kitchen

America’s Test Kitchen (ATK) has chosen the independent agency Boathouse as its performance agency of record. ATK is a food media brand in the cooking space that produces three television shows, multiple cookbooks per year, two magazines, YouTube and social media channels, and an all-access digital subscription product. The company is experiencing rapid growth and has sought a marketing agency to help build on the momentum of the last few years. America’s Test Kitchen and Boathouse will utilize data and tech to optimize the brand together. They will look to test new audiences across platforms including Reddit and TikTok, bringing ATK to more foodie audiences.

  • GT’s Living Foods

GT’s Living Foods, a producer of fermented foods and maker of the first-ever bottled kombucha to be sold in the U.S., announced the appointment of Canvas Worldwide as its Media Agency of Record.  “Since 1995, we’ve been revolutionizing how Americans think and feel about living, fermented foods and we’re thrilled to be partnering with the most disruptive media agency in the business to continue our living nutrition revolution,” said Steven Choi, Vice President of Media at GT’s Living Foods. “Our collaboration is defined by our mutual commitment to share the many incredible benefits of living foods in the most exciting story vehicles possible. We can’t wait for people to see what we create together.” Canvas Worldwide kicks off its first campaign for GT’s Living Foods this month, sure to signal a new era of innovation and growth for the brand.

  • Rust Oleum

Rust-Oleum, a manufacturer of innovative coatings that empower DIYers and professionals alike with household name brands such as Rust-Oleum, Stops Rust, High Performance, Painter’s Touch, Krud Kutter, and Mean Green, announced that Arm Candy, an independent media intelligence agency, has been appointed as the media Agency of Record (AOR) for all Rust-Oleum’s brands. In this capacity, Arm Candy will be responsible for the full-funnel media efforts-including integrated strategy, media planning and buying, all retail media as well as media mix modeling (MMX)-to drive Rust-Oleum’s sales and long-term business growth. Through the new partnership, Rust-Oleum aims to have an AOR work as an integrated planning and buying lead across brand and retail to improve efficiency, increase sales, and deepen the connection with consumers through effective, and holistic media planning. To service the account, Arm Candy will deploy MMX with the Rust-Oleum Business Intelligence team and leverage the data-driven insights and intelligence from CYRIS, its proprietary media intelligence technology.

  • Hyundai

Hyundai Motor America. (PRNewsFoto/Hyundai Motor America) (PRNewsfoto/Hyundai Motor America)

To encourage EV-curious consumers to switch to an electric vehicle and creatively showcase the benefits of going all-electric, Hyundai has launched a new marketing campaign. The campaign will highlight Hyundai’s entire electric vehicle lineup, including the IONIQ 5, IONIQ 5 N, IONIQ 6, and Kona Electric. Ad buys will include a variety of placements including broadcast, social media and more.
The electrification marketing campaign was developed in collaboration with Hyundai’s agency of record, INNOCEAN USA, while its media agency, Canvas, coordinated the media buys. “As we put a continued focus on our electrification business goals and our electric vehicle lineup, we wanted something that would stand out from all other advertising we have in-market. This campaign does just that with visuals unlike anything we’ve done before,” said Angela Zepeda, chief marketing officer, Hyundai Motor America. “While other companies are pulling back on their electrification strategy, we are continuing to reach the EV-curious buyer to show them the compelling design and technology Hyundai offers.” The campaign will feature a 60-second and two 30-second broadcast hero spots that launched in mid-May and will continue running throughout the summer in placements during key events including the Olympics, MLB games and the NBA playoffs. To tackle some of consumers’ biggest concerns around switching to an EV, there will also be a series of 15- and 30-second broadcast and social media spots specifically highlighting the charging capabilities and driving range performance of Hyundai’s EV lineup.

Separately, Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications, launched a creative campaign for the all-new 2024 Santa Fe SUV. The “Under a Different Light” campaign—”Un nuevo punto de vista”—encourages Hispanic consumers to embrace a unique perspective on the journey and life itself through the lens of the all-new Santa Fe. The campaign, available in Spanish and English for bilingual audiences, includes 15-—and 30-second TV commercials, radio spots, streaming audio, digital, and social media.





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