Haleon
Consumer health leader Haleon has chosen New York-based influencer marketing agency Collectively as its primary U.S. influencer marketing partner for its over-the-counter and wellness product lines spanning various categories. This partnership is set to last for three years. Under the agreement, Collectively will engage a diverse range of influencers, including celebrities, nano-influencers, and prominent healthcare professionals active on social media, to spearhead campaigns promoting Haleon’s renowned brands such as Advil, Sensodyne, and Tums. This strategic move follows Haleon’s separation from GSK approximately 18 months ago and its ongoing efforts to carve out its distinct identity in the rapidly expanding consumer health landscape. Haleon´s Laura Saldana will be speaking at Portada’s upcoming Marketing in Multicultural America Summit next March 5.
NatureSweet
Bakery, an Austin-based creative agency, has been chosen as the Agency of Record (AOR) for NatureSweet, a leading vertically integrated agriculture company in North America, after a competitive selection process. Bakery will support the launch of new product SKUs and develop a global brand campaign aimed at integrating NatureSweet into cultural discussions and increasing awareness of its unique business model, which combines vertical integration with fair trade practices, respectful treatment of associates, and providing a livable wage. Bakery’s responsibilities include expanding the reach of NatureSweet’s core messages both online and through grassroots promotion. The initial phase of the campaign is scheduled to launch in Summer 2024. NatureSweet is currently in the third year of a six-year national Fair Trade program, partnering exclusively with Walmart and Kroger for the past two years. The company’s farms and facilities undergo regular evaluations by independent auditors to uphold Fair Trade standards, ensuring transparency in its operations. NatureSweet pays its associates approximately 40% above the median wage for agricultural workers in Mexico and more than 25% higher than its main competitors, aligning with its commitment to offering a fair wage.
ANTA
Multicultural advertising agency Burrell Communications Group has recently won new business, bringing home the ANTA Sports account. ANTA Sports is an international sportswear brand that has been engaged in the design, development, production, and marketing of the ANTA series of sports equipment for many years. Established in 1991, ANTA provides customers with professional sports products, including footwear, apparel, and accessories. NBA All-Star Kyrie Irving of the Dallas Mavericks is its chief creative officer, tapped just last year to shepherd ANTA’s foray into the American market. The brand has tasked Burrell with executing the U.S. rollout of Irving’s signature ANTA KAI 1 shoe line and respective collection, and the work will include leveraging the agency’s strategic creative, media, experiential, social and public relations expertise to propel the brand and drive awareness and sales. The unveiling of the announcement and multi-platform campaign commences in Q-1 of this year. Irving’s collaboration with ANTA includes the development of the inaugural shoe line, with apparel to follow.
At this exclusive event on April 11, 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].
Serenity Kids
Serenity Kids, one of the fastest-growing shelf-stable baby and toddler food brands in the country, announced the debut of a new line of World Explorer Pouches, offering an international twist to standard baby food. As the first-ever meat-based globally inspired varieties for babies and toddlers, this new line is a delicious culinary adventure honoring cherished dishes from around the world including Thailand, Argentina, Japan, Mexico, the Mediterranean, and India. The new World Explorers line includes six gourmet varieties. The World Explorers line comes in a shelf-stable and BPA-free pouch and tantalizes little ones’ taste buds while meeting their nutritional needs with a balanced macronutrient profile of 5g of protein and 5g of fat per serving. This new line has less than 3g of sugar, with no added sugar. The World Explorers pouches offer less sugar, more protein, and more healthy fat than the leading better-for-you baby food competitors. These new varieties are nutrient-rich and made with ethically sourced, regenerative farmed meats and Certified USDA Organic vegetables, herbs, and spices. These new culinary-inspired pouches are available in Walmart, Amazon, and on www.MySerenityKids.com for us$3.99 MSRP each.
Scenic Group
Coyne Public Relations (Coyne PR), a full-service public relations firm, announced its newest collaboration as Scenic Group’s agency of record. The partnership brings together Coyne PR’s travel, luxury, and lifestyle expertise with Scenic Group’s esteemed brands, Emerald Cruises and Scenic Luxury Cruises & Tours. Coyne PR will lead the charge in creating impactful, compelling, and creative initiatives, collaborating with its Worldcom PR Group partners, Communications CASACOM, Inc. in Canada and Arvizu Comunicación Corporativa in LATAM, to amplify consumer awareness and affinity for Scenic Group, a global leader in luxury cruise and tour experiences. Together, the teams will strategically and prominently position Scenic Group as the premier luxury cruise brand and elevate its profile in travel markets in the US, Canada, and LATAM regions. As part of this new partnership, Coyne PR will focus on various communication strategies, including media relations, brand positioning, and digital storytelling. Scenic Group includes Emerald Cruises, Scenic Luxury Cruises & Tours, Mayflower Cruises & Tours, and Evergreen Tours.
