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GM, Verizon, Cafe Bustelo and 5 Other Brand Moves You Need to Know About

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

Content

  • GM

General Motors is undergoing a major overhaul of its advertising partnerships, enlisting a variety of new creative and media agencies to manage several crucial marketing areas while retaining some long-standing agencies for specific segments of its promotional strategy. The automaker is seeking new advertising talent beyond Detroit, extending its search to both U.S. coasts and Texas, to inject fresh perspectives into its marketing amidst a challenging sales landscape, according to Ad Age. Ad content creation will now be handled by a lineup of new ad agencies, including Media.Monks, Preacher, Mother, 72andSunny, and Anomaly, with as many as 16 different companies contacted by GM during its advertising review. According to Molly Peck, the automaker’s Global Chief Transformation Officer, GM “selected the very best-in-class agencies in the entire world.”Some of the old agencies will continue to have roles to play, such as Commonwealth/McCann, which will develop future international Chevy ad campaigns. General Motors initiated its evaluation of advertising agencies earlier this year, after appointing Norm de Greve as senior vice president and chief marketing officer in July. In 2023, GM allocated US$2.9 billion to U.S. advertising, representing a significant portion of its US$3.6 billion global advertising budget. However, this amount reflects a 10 percent decrease compared to the previous year, according to Ad Age.

  • Verizon

Verizon is refreshing its brand, including a new logo (see right),  bringing forward the energy and vibrancy of how people live, work, and play, powered by Verizon. The streamlined look, which ditches a checkmark flourish introduced in 2015 and has already drawn comparisons to Netflix, will be implemented across Verizon’s marketing, digital channels, websites, apps and retail touchpoints over the next several years. The refreshed branding and creative formats will be rolling out across the company’s consumer, business, and network footprints. Verizon is also announcing new programs and benefits that continue to give customers more choices and flexibility and advance the business’s momentum.
To announce the brand evolution, the company released a new TV spot that harkens back to its iconic “Can You Hear Me Now?” campaign. The film stars a real Verizon network engineer as the “test man,” and bridges from the company’s roots to how it shows up in people’s lives today. Verizon is also introducing new advertising campaigns for myHome, the best phone trade-in offer, and Spanish-language content partner ViX, where customers can catch all the Copa America matches.
Verizon is introducing new choices and flexibility for Home Internet customers with the launch of myHome, an extension of its popular myPlan mobile offering, and implementing an always-on guaranteed phone trade-in program for new and existing mobility customers. The company also unveiled Verizon Access, a new platform for all customers that provides exclusive access to the most sought-after events and experiences, including NFL games, music festivals, concerts and more. Verizon Business is also launching an industry-first smartphone management solution that offers business customers more choices and peace of mind for managing their company’s smartphones. The Community, Ogilvy, and Momentum Worldwide are among Verizon’s agency partners in the marketing effort.

Check out: Verizon Marketing: How Cheryl Gresham Markets Value Brands (portada-online.com)

 

  • LEGO

The LEGO Group has named Publicis One, powered by Starcom, its newly appointed global media agency. The agency was selected after an 18-month pitch that included the incumbent agency Initiative. The LEGO Group’s Chief Product & Marketing Officer Julia Goldin said: “We were impressed with Publicis One’s depth and breadth of expertise – as well as their aligned cultural values. We look forward to working together to enhance our ecosystem further, leveraging their insights and capabilities to create engaging and meaningful experiences for our audiences. Together, we aim to inspire children and families globally, nurturing creativity and fostering learning through play.” Publicis One is onboarding from the beginning of July, working with Initiative over a three-month period to ensure a seamless transition and continued strong presence for the LEGO® brand.

  • PetMeds® & PetCareRx

PetMeds® & PetCareRx Inc has officially become part of the TRUth Marketing & Media and the latest additions to its roster of clients.TRUth Marketing & Media has a diverse client roster that spans various industries, including healthcare, technology, retail, and finance. PetMeds® & PetCareRx Inc. recently announced the appointment of Carla Dodds as Chief Marketing Officer (CMO).

 

  • CAFÉ BUSTELO® 

Beginning this June, The J. M. Smucker Co´s Café Bustelo fans and iced coffee devotees can indulge in Café Bustelo Espresso Style Iced Coffee Beverages – the brand’s first-ever multi-serve product crafted solely to be enjoyed cold. Making its long-awaited debut just in time for summer, Café Bustelo is bringing the tradition of its espresso-style coffee to the refrigerated aisle. Café Bustelo Espresso Style Iced Coffee is ready to enjoy straight from the fridge, making it easier to sip sabor latino…on ice. The new Espresso Style Iced Coffee collection includes three varieties: Unsweetened, Sweetened, and Vainilla.   Born in East Harlem with a history steeped in Latin roots and espresso-style roasts, Café Bustelo has become a shared tradition amongst generations of coffee drinkers. The ready-to-drink iced coffees are now available at Target and will be available at Walmart and Kroger with future restocks.

 

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].

  • Oreo

According to Mediapost, the digital commerce agency Goodness has been tasked with driving the growth of Oreo.com as an e-commerce platform. This new direct-to-consumer role involves developing strategies to establish a robust online presence for the cookie brand and enhancing OreoID, the brand’s custom cookie creator. The initial projects are set to launch before the end of the summer. Oreo is a brand under Mondelez, which also owns Clif Bar, a product long associated with Goodness. Additionally, the agency has worked on branding for California Olive Ranch and Happy Family Organics.

  • Stella Rosa

Stella Rosa® Wines, one of America’s #1 Italian imported wines, announced its endorsement from singer and songwriter Prince Royce. The collaboration expands Stella Rosa’s “Music Made Sweeter” campaign celebrating artists and music that create moments to savor together. Stella Rosa is passing the mic and raising their glass to Prince Royce as he shares his seventh studio album Llamada Perdida (Missed Call), giving his fans a reason to celebrate and keep traditions alive. Music connects audiences and is best enjoyed when shared with loved ones, and the same is true for Stella Rosa Wines. A bona fide Latin superstar and wine enthusiast, Prince Royce celebrates every show with a meaningful, pre-show huddle and a Stella Rosa toast to the moment. Both Prince Royce and Stella Rosa’s vast consumer appeal has earned respect in the coveted Gen Z and Millennial age groups, with many of them being multicultural. Within the total wine category, multicultural consumers account for only 27% of total spending, but they contribute to 68% of spending on Stella Rosa. With 66% of his fan base being Hispanic, the singer is proud to partner with a brand that prioritizes a diverse range of consumers by bringing unique and approachable innovations to the wine category, including semi-sweet and semi-sparkling wines.

  • Gran Coramino 

On the heels of Gran Coramino Tequila’s 2nd anniversary, founders Kevin Hart and 11th-generation tequila producer Juan Domingo Beckmann, are expanding the portfolio to enter the rapidly growing Reposado segment. Gran Coramino Reposado tequila is the brand’s third expression and combines over 250 years of tequila-making expertise and innovation. The result is a Reposado. Gran Coramino Tequila is made with a commitment to quality and excellence at every stage and is crafted by a team led by founder Juan Domingo Beckmann, one of the few multi-generational Mexican producers. Gran Coramino Reposado will continue to support the vision to celebrate life’s hard-earned moments by donating US$1 from every bottle sold to support the hard work of underrepresented small business owners across the U.S. and Mexico. The introduction of Gran Coramino Reposado solidifies the brand’s position as a challenger in the tequila industry, entering its third year as a top-five category share driver since its launch. Gran Coramino was created and developed by Kevin Hart, Global Brand Equities, and Proximo Spirits. Gran Coramino Reposado is available now in 375ML and 750ML bottles on GranCoramino.com and select retailers nationwide for a suggested retail price of US$39.99 for 750ML.

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