Godiva, Tom’s of Maine, Chispa, Volkswagen, ipMargs… … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Godiva

Godiva

Godiva announced the launch of its new global advertising campaign, titled “That’s The Wonder of GODIVA,” which includes a series of whimsical digital vignettes, created to spark curiosity, evoke wonder and demonstrate the decadence in every GODIVA treat. Created by TracyLocke, the campaign aims to raise awareness of GODIVA’s national availability in food, drug, grocery and mass retailers, and serves as a continuation of the brand’s expansion in the consumer-packaged goods and premium chocolate categories, as the U.S. chocolate market alone will reach an estimated at $16 billion by 2023.  The brand’s growing presence in the chocolate aisles of supermarkets and drugstores is part of its effort to make its products more accessible. GODIVA’s portfolio in those channels include Signature Mini Chocolate Bars, Chocolate Domes, Chocolate Masterpieces and Goldmark Gift Boxes, alongside seasonal items available during the holidays. “The launch of “That’s The Wonder of GODIVA” builds on the work we started last year, to amplify GODIVA’s availability at retailers and grocery stores nationwide,” says John Galloway, Chief Marketing and Innovation Officer, GODIVA.  That’s The Wonder of GODIVA advertisements will be distributed across a variety of media properties including BuzzFeed and Chicory, in addition to leading media publishers like Hulu, Youtube and Amazon. In North America, the brand is investing over $5 million on the new ad campaign.

  • Tom’s of Maine

Tom's of Maine

Tom’s of Maine, a company that makes natural products including toothpaste and deodorant, new packaging fuses retro look with modern-day activism. As part of the biggest visual overhaul in the brand’s history, Tom’s of Maine will lean into its long history of doing good, while graphically illustrating its commitment to a better future. Reflecting the iconic buttons and badges of the ’70s, Tom’s of Maine’s packaging features a mosaic of button-sized icons reminding people that even the smallest action can lead to big change — “Real Action,” “Small Steps,” “Activist For Everyday Good.” Other icons reinforce the company’s longstanding everyday good commitments (“10% For Charity,” “Certified B Corporation”) and product attributes (e.g., “Not Tested on Animals,” “First-of-Its-Kind Recyclable Toothpaste Tube”). In addition to the new logo and packaging, Tom’s of Maine will introduce an online store for the first time at TomsofMaine.com, inviting real-time feedback to meet the evolving needs of today’s social-change-minded consumers. “Our new packaging brings to life the passion and pattern of badges that represent our values to make the world a better place,” said Esi Seng, General Manager at Tom’s of Maine. “The timing felt right as we see a renewed sense of activism among consumers — and now, when they buy our product, they know they are pledging their commitment to be an activist for everyday good.”

  • Chispa

ChispaJulia Estacolchic Director, Brand Marketing, Match Affinity at Match, tells Portada that upcoming marketing initiatives for Match Group’s Latin Chispa brand will include more testing around around podcasts as well as creating original and interactive content for social platforms. Estacolchic also says that Chispa will be  launching a new brand campaign especially created for the bicultural US Latino audience. Chispa will be counting on agency partners Dieste, the multicultural agency owned by Omnicom will support Chispa’s in-house marketing team; H&M Communications for public relations and by Viral Nation for influencer marketing.  Chispa buys most of its media in-house except for radio.

 

  • Volkswagen

Even though COVID-19 vaccines are becoming more widely available across the U.S., there’s still understandable hesitation for some when it comes to going to a crowded dealership to see a new car. That is why Volkswagen and NBCUniversal, Parks and Rec and Good Girls star Retta, are partnering to provide customers with an augmented reality showroom experience of the VW ID.4 — right from the comfort of their own homes. NBC viewers will be treated to a series of spots with Retta as their personal guide. Potential ID.4 drivers will be able to scan a QR code on their TV screen with their smartphones to start the AR showroom experience. “Our ID.4 electric vehicle is a technologically impressive vehicle, and NBCUniversal’s @homeShopping lets us communicate its innovation in an easily accessible and customizable way,” said Kimberley Gardiner, senior vice president of marketing at Volkswagen of America.

 

Portada LiveAt 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 Michelle Lopez at michelle@portada-online.com.

 

  • ipMARGS

ipMARGS announced the launch of their new independent and iconic margarita-focused brand. Their ready-to-drink sparkling margaritas are made with real, top-quality tequila and are low in calorie, low sugar and low carb, offering an all-natural great-tasting, authentic margarita in a can. Currently, sipMARGS are offered in four innovative and refreshing flavors: Classic Sparkling Margarita, Sparkling Coconut Margarita, Sparkling Mango Margarita and Sparkling Mezcal Margarita. “With the launch of sipMARGS, we want to appeal to a wide audience of consumers who enjoy fun, fruity flavors as well as those who appreciate top-quality craft tequila and mezcal,” said co-founder Joey Angelo. “We’re excited to offer a unique RTD margarita brand to the market that can be associated with positive experiences.”

Giapenta

GIAPENTA LOUNGE

Giapenta, the Miami based lingerie brand which sells their collection of intimates online, is unveiling GIAPENTA LOUNGE and setting a new standard of comfort for women’s loungewear. GIAPENTA is best known for killing the comfort game and incorporating temperature-regulating fabrics into their collection of intimates, proving that performance, fashion and comfort can co-exist in lingerie. Ashely GreeneKarlie Kloss and Gabriel Union are just a few celebrities who are fans of the GIAPENTA brand. The company’s community-based design approach played an integral part in the development of the new GIAPENTA LOUNGE collection. “Staying with the ethos of our brand, the move into loungewear came directly from our customers and community. We continued to hear how much they loved and were living in our bras, undies and bodysuits and wanted ultra-comfy wardrobe pieces to add to their collection. Enter GIAPENTA LOUNGE,” says founder Kris Strouthopoulos.

 

Portada LiveAt 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 Michelle Lopez at michelle@portada-online.com.

 

 

 

 

 

 

 

 

 

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Portada Staff

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