Heineken/Cerveceria La Tropical, HEYDUDE, Saucony, Aldi….

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

• Heineken/Cerveceria La Tropical
  

  Creative and communications agency Bombay, headquartered in Mexico City, now leads marketing and advertising initiatives for Cervecería La Tropical/Heineken as its new advertising agency in the United States.  This strategic partnership debuts with the La Tropical Mixología™ campaign, introducing a new ready-to-drink (RTD) canned cocktail that combines a beer’s freshness with the excitement of a craft cocktail. The flavors are inspired by the vibrant tropicality of Havana and the eclectic and entrepreneurial spirit of Miami, making it the ideal accompaniment for the big and small moments of celebration of life. Javier Mentasti, Creative Director of Bombay USA, says: “Some mixes are so good that they redefine the game. “This is the first distilled beer cocktail, and our campaign had to be just as fresh, bold, and unique.”Regarding the slogan ‘Gotta Love The Mix’, Mentasti points out: “It is more than just a slogan, it is the essence of a unique product. A distilled beer cocktail that combines unexpected flavors, just as we combine creativity and culture to bring it to life. 
  

• HEYDUDE

  

  HEYDUDE, an unconventionally casual footwear brand that blends individual style and lightweight comfort into every pair of shoes, is again teaming up with actress, producer and style icon Sydney Sweeney to solve consumer’s fashion emergencies with the launch of the Fashion Crisis Hotline campaign on March 6. HEYDUDE and Sydney Sweeney launch new ‘Fashion Crisis Hotline’ campaign, offering fashion solutions for all-day comfort without compromising style.  “We’re thrilled to see the continued impact of HEYDUDE’s partnership with Sydney, reaching new consumers through her authenticity and undeniable confidence. The Fashion Crisis Hotline is a pivotal moment for HEYDUDE that brings our brand DNA of confidence, fun and style to life at once, redefining what it means to be a ‘dude,'” said Paul Nugent, CMO, HEYDUDE. “HEYDUDE is a leader in comfort and confidence, and together with Sydney, we’re excited to show consumers exactly why we are unlike anything in the market.” The campaign serves as a milestone moment that speaks directly to a new, female consumer audience, reinvigorating what it means to be a ‘dude’. With laceless shoes rising in popularity and garnering vast consumer attention, this campaign uniquely puts HEYDUDE and the slip-on Austin Lift at the forefront as a trend-first industry disruptor leading the charge in style, comfort and design. This launch sets the stage for a dynamic, multi-pronged campaign that will activate across digital, social media platforms and streaming services. The Fashion Crisis Hotline reinforces to consumers that HEYDUDE is the solution to help anyone be uniquely themselves and undeniably confident. To build consumer excitement and jumpstart the 360-degree campaign, HEYDUDE kicked off with a one-of-a-kind pop-up event at Grand Central Station in New York City. The buzzworthy activation brought the Fashion Crisis Hotline to life, allowing thousands of consumers to experience a life-size Austin Lift and pink phone inspired from the campaign where attendees were able to leave voicemails asking for fashion advice.

• Holland America Line

  Holland America Line has revitalized its tagline and positioning with the rollout of a new global brand campaign that underscores the cruise line’s differentiation in the market and its commitment to servicing guests. The introduction of “Savour the Journey: Experiences with us are too good to hurry through” reinforces the brand’s dedication to the art of leisurely travel with exceptional voyages designed to connect travelers to the world and each other. The campaign honors Holland America Line’s over 150-year history while positioning the brand for future growth.  Based on extensive consumer research that captured the behaviors and interests of its core and growth segments, rather than just demographics, the updated positioning spotlights key differentiators that set Holland America Line apart: The messaging of “Experiences with us are too good to hurry through” speaks to travelers, vacationers and cruisers who want to savor every moment of their journey, and that is something only Holland America Line can provide. “We have always believed that the journey is just as important as the destination, and that is what Savour the Journey embodies,” said Kacy Cole, chief marketing officer at Holland America Line. “‘Experiences with us are too good to hurry through’ encapsulates our genuine hospitality, world-class on-board product, cuisine that goes beyond the plate, and leadership in leisurely travel.” The rollout of the integrated marketing campaign launches across all channels, including a series of new television commercials, out-of-home placements, and digital ads across various platforms. The ads will initially focus on Northern Europe and the Mediterranean before expanding to Holland America Line’s other iconic destinations, including Alaska and the Caribbean.

• Saucony

  Saucony, a global performance running lifestyle brand,  launched its global brand campaign, “Run as One”. Uniquely built to honor Saucony’s rich heritage and embrace the evolving landscape where running intersects with culture, Run as One celebrates the powerful connections forged through running. Run as One will launch with a media mix featuring out of home assets (OOH) in key markets including NYC, Toronto, Boston, London and Paris, as well as the deployment of CTV, OLV, and social and display channels. 
  “At Saucony, we see running as something that transcends physical activity—it’s a cultural phenomenon that brings people together,” said Joy Allen-Altimare, Saucony’s Global Chief Marketing Officer. “Our Run as One campaign is a celebration of the shared journey that people worldwide embark on daily. Whether you’re a seasoned marathoner or running to meet friends, we are all connected and together, we can uplift one another and achieve the extraordinary.” The 30-second campaign anthem video captures the magic that happens when people come together to Run as One, unlocking a powerful sense of connection and shared purpose. Featuring Saucony athlete Vanessa Fraser and creative collaborator Jae Tips, the brand film showcases how running transcends the individual, becoming a collective experience. Through striking visuals and dynamic storytelling, the campaign reinforces the idea that when we run together, we achieve more than we ever could alone. Bringing the spirit of Run as One to life, Saucony is curating a series of global run club events both in-person and virtually on March 4th, uniting runners in cities worldwide.The pinnacle of these events is a series of coffee shop residencies, starting on March 4th at Ludlow Coffee Supply in New York City before expanding to Grand Rapids, Boston, London, and other major cities around the world. Inspired by Saucony’s successful collaboration with Collision Run Club to create Café Vestiaire during January 2025’s Paris Fashion Week, each residency will feature exclusive events with collaborators and friends of the brand, creating unforgettable experiences to celebrate community, connection, and the power of Run as One. Led by Saucony’s Creative Director Gus Johnston, Run as One was developed with The Agency, Wolverine Worldwide’s in-house creative agency, and produced by The Den, the company’s in-house production company, in partnership with Happy Place director Cam Hicks and photographer Will Reid.

   

  Find out about Portada Live events planned for 2025. Portada Live events are highly curated, and the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

   

• Aldi

  

  Digital Wave Technology, provider of the AI-native ONE™ Platform,  announced its partnership with ALDI, one of America’s fastest-growing grocers. This collaboration will enhance the automation of digital channel product descriptions for ALDI in the United States, driving operational efficiency that translates into savings for its shoppers and reinforces ALDI’s commitment to delivering everyday low prices. Digital Wave’s Generative AI solutions will create on-brand product copy and enrich product attribution, which can help boost customer engagement.

  By utilizing these enterprise AI solutions, ALDI will be able to expedite the delivery of precise, customer-focused product information for the retailer’s digital touchpoints, including the website, app, and email. Digital Wave’s AI Copywriter creates high-quality, search-engine-optimized product descriptions and multilingual marketing copy, enabling ALDI to scale content production efficiently and consistently.

• Dr. Martens

  Amperity, an AI-powered customer data cloud,  announced Dr. Martens, an iconic British brand, has selected its platform to support its global data and marketing operations strategy. This strategic move enables Dr. Martens to recognize and engage customers consistently across all channels, driving significant performance improvements. “At Dr. Martens, we’re not just selling iconic boots, shoes, and sandals; we’re elevating retail experiences that exceed expectations,” said Lynn Ritson, Global Digital Director at Dr. Martens. “Selecting Amperity demonstrates our commitment to enhancing customer engagement with AI-powered personalization. Initial results show we can better serve customers across all touchpoints while driving business growth.”

• Adobe

  Adobe has selected Omnicom as its global agency of record to manage its digital experience and enterprise solutions marketing. This decision follows a formal review process, which coincided with Adobe’s move to consolidate its regional marketing responsibilities into a single global remit.  Omnicom Precision Marketing Group (OPMG) will spearhead the initiative. The agency will collaborate with Adobe’s Enterprise Marketing team, responsible for running digital media and DX campaigns targeting enterprise accounts. Omnicom’s role will focus on providing strategic support for campaign development, customer journey creation, and optimizing messaging, personalization, and media engagement. In addition to campaign work, Omnicom will assist in the global rollout of Adobe’s core content, promotional materials, and high-value offers. The agency will also support major Adobe events.

• Lulu’s

Lulu’s, the attainable luxury brand for women, unveils a bold new multi-phased campaign designed to strengthen its position as the go-to dress destination. Spanning three months and kicking off during International Women’s Month, the campaign is dedicated to the women of the brand. It will drive brand affinity, customer engagement, and long-term loyalty through a compelling mix of emotional storytelling, product-driven messaging, and cultural relevance. The first part of the campaign will launch on March 7, 2025.
“Lulu’s is a brand built by women, for women, and everything we do, we do for her—our customer,” said Crystal Landsem, Chief Executive Officer at Lulu’s. “This campaign reflects a strategic investment in long-term customer engagement, reinforcing our presence in the dress market while building a deeper emotional connection with our audience. We are not just selling dresses; we are creating experiences that drive brand loyalty and lifetime value.” Through a mix of paid, earned, and organic media strategies, Lulu’s,will leverage its engaged customer base, robust digital platform, and strong influencer network to amplify reach and impact. As part of its multi-channel strategy, Lulu’s, is extending beyond digital with a targeted out-of-home (OOH) advertising initiative Building on the success of last year’s “Friends for Life” campaign – which nearly doubled brand recall over Lulus’ 2021 digital effort and strengthened brand equity – this year’s “We are Lulus” campaign will feature prime billboard placement in New York’s Time Square, as well as near college campuses in key secondary markets such as Austin, TX, Columbus, OH, Los Angeles, CA, Miami, FL, Nashville, TN, San Diego, CA, Tempe, AZ, and more. By strategically showing up in targeted college cities, Lulu’s is working to foster early brand loyalty and capture the attention of a high-value demographic at a pivotal stage.

•  Fresh del Monte Produce: Broccolini® 

Fresh Del Monte Produce Inc. through its vegetable division Mann Packing, has entered into a licensing agreement with The Nunes Company, Inc., expanding the reach of one of the industry’s most recognized premium brands—Broccolini®—and bringing the sought-after vegetable to more retailers while maintaining the high standards consumers expect. Under this agreement, The Nunes Company will market and sell Broccolini® baby broccoli, further extending its availability while upholding the quality synonymous with Mann Packing’s reputation for fresh, premium produce. Broccolini® baby broccoli was first introduced and exclusively trademarked by Mann Packing in 1998 and has been a category-defining product, known for its tender, slender stalks, delicate florets, and mild, slightly sweet taste with a hint of peppery freshness. Broccolini® baby broccoli is entirely edible—from stem to leaf, making it a favorite among chefs, retailers, and consumers alike. Previously available exclusively through Mann Packing, its rising demand prompted this strategic expansion, ensuring broader availability while upholding the premium quality that customers expect. Retailers and consumers can expect to see Foxy®-branded Broccolini® baby broccoli available in stores in the coming months, further building on the collaborative relationship between Mann Packing and The Nunes Company, which began in 2024 with the sale of Fresh Leaf Farms.