Herbalife, Stella & Chewy, Cincoro Tequila, Jaguar……. and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.
Herbalife
Herbalife Nutrition and the LA Galaxy have agreed to a multi-year renewal of their partnership, which began in 2005 as the club’s official nutrition partner. Herbalife Nutrition will continue as the official presenting and jersey sponsor of the club – a designation that began in 2007 and is the longest-running in Major League Soccer (MLS) history. Beginning with the 2023 MLS season, Herbalife Nutrition will continue as the LA Galaxy’s exclusive nutrition partner, the club’s exclusive health and wellness partner, and the official nutrition lifestyle partner. Additionally, Proactive Fueled by Herbalife Nutrition, an elite state-of-the-art performance facility, located in Westlake Village, CA, will be available to the team for preseason training and sports performance testing at the facility. As part of the sponsorship, the Los Angeles Galaxy Foundation and the Herbalife Nutrition Foundation are also committing $1.25 million to support charitable efforts to benefit vulnerable and underserved children around the world. “We are excited to extend our 17-year partnership with the LA Galaxy and expand it to include new areas of collaboration that will benefit our independent distributors, LA Galaxy players, fans and communities worldwide” said Frank Lamberti, regional president of the Americas for Herbalife Nutrition.
Stella & Chewy
Stella & Chewy’s, the category leader in the raw pet food space, announced that it is launching the brand’s first-ever national ad campaign, “All You Need Is Raw.” The new creative embodies the raw, unfiltered love pet parents have for their pets and how food, especially raw and natural food, plays a key role in how pet parents show their love. The campaign also marks the launch of a new tagline for the brand, “All You Need is Raw,” which embodies Stella & Chewy’s belief that raw is all pets are, and raw is all they need. The omni-channel campaign, led by Chicago-based creative agency Highdive Advertising, and directed by Ian Kibbey and Corey Creasey of Terri Timely, consists of multiple :15 and :30 second spots and will include cable TV, connective TV/Video, audio, social media, experiential, custom content, mobile rich media and influencer relations. The paid media strategy, developed and implemented by the award-winning Exverus Media, employs advanced data and analytics to measure brand awareness, sales performance and online conversions of each media element. The holistic media strategy and approach was designed to rapidly grow household penetration and bring new consumers into Stella & Chewy’s family of growing products of raw dog and cat food and treats. “Our consumer insight is that pet parents want shared experiences with their pets. So the media placements had to support ‘co-viewing’ opportunities: think Animal Planet and Bravo, pet music playlists on Spotify and pet Reddit communities,” said Tasha Day, VP of Media at Exverus Media. “The raw pet food space continues to rapidly expand as more pet parents strive to feed their pets as they would themselves – with real and less processed foods,” said David Campbell, CMO of Stella & Chewy’s. “With this new campaign, we aim to raise awareness of the Stella & Chewy’s brand and portfolio, which offers a range of dog and cat food products to meet varying pet parent needs.”
Cincoro Tequila
Cincoro Tequila introduced a national advertising campaign, featuring the brand’s five co-founders and its stunning bottle. Launched in 2019 by NBA owners Jeanie Buss of the Lakers, Wes Edens of the Bucks, Emilia Fazzalari and Wyc Grousbeck of the Celtics, and Michael Jordan of the Hornets, the ultra-smooth, naturally rich tequila continues to innovate to redefine luxury tequila. Computer-generated imagery (CGI) was utilized to digitally create both the flowing liquid of the tequila, as well as the formation of Cincoro’s uniquely designed bottle. In three years, Cincoro has sold 1.5 million bottles nationally and has won 23 awards in accredited spirits competitions. The advertising campaign showcases the authentic story behind the luxury brand and underscores the “Life Well Played” brand platform, positioning Cincoro as the ultimate trophy for earned victories. The campaign features celebratory vignettes of the founders and the voiceover of Cincoro CEO Ms. Fazzalari stating, “When you create a tequila with friends this driven, average isn’t even possible.”
In addition to 30-, 15- and six-second versions of the commercial for digital and social media, the campaign includes luxury print, spectacular out of home (OOH) advertising and e-commerce. The media plan includes streaming digital sites such as YouTube, partnerships with DraftKings and ReserveBar, social media on Facebook and Instagram, print across M. Shanken Communications, Modern Luxury Media and Food & Wine, and OOH executions in Las Vegas, Los Angeles, Miami, and New York.
Pinnacle Financial Services
Pinnacle Financial Services, one of the largest, full-service health, life, annuities, and long-term care national marketing organizations announced that it has acquired Health One Corporation (“Health One”). A Miami-based insurance marketing organization, Health One specializes in the distribution of Medicare Advantage, Medicare Supplement and Affordable Care Act (ACA) health insurance products for beneficiaries in the under-65 U.S. Hispanic market. Per the agreement, terms of the deal were not disclosed. Founded in 2016 by Susan Carrasco, Health One has carved out a significant place in the Medicare and ACA health insurance arena as one of the few true multicultural and multilingual insurance marketing organizations in the United States. Health One supports over 400 licensed agents in more than 30 states, who offer their services in Portuguese, Creole and French in addition to English and Spanish. With the increased capital, resources and support from Pinnacle, Health One will be well positioned to accelerate its growth, expand its agent base and serve more clients nationwide. “The fast-growing U.S. Hispanic market has been a strategic priority for our distribution efforts for many years, and today’s announcement with Pinnacle is another example of our combined commitment to meet the needs of an increasingly diverse pre-retiree and retiree population,” said AmeriLife Chief Distribution Officer Mike Vietri.
At this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].
Ford
Ford invites Mustang owners and fans to participate in the countdown to The Stampede, the all-new Mustang global debut event on Sept. 14 as part of the Detroit Auto Show activities. With the backdrop of the Motor City, and thousands of invited Mustang faithful, Ford employees and global media in attendance, The Stampede kicks off the next chapter of the Mustang story. “Mustang is the world’s best-selling sports car because there’s one for everyone – from an EcoBoost convertible to 5-liter V8 GT fastback coupe,” said Jim Farley, president and chief executive officer, Ford Motor Company. “Now it’s time to for a new stampede of owners, fans and employees to welcome the next chapter in Mustang’s legacy – the seventh-generation, which will be our best yet.” At the very starting point of where Woodward Avenue, America’s first paved road begins, Ford invites Mustang fans around the world to descend on Hart Plaza for the debut of the all-new, seventh-generation Mustang taking place on Sept. 14 at 8 p.m. EDT. “When we conceived the idea of an indoor-outdoor Detroit Auto Show, The Stampede was the kind of event we hoped and believed was possible,” said Rod Alberts, executive director, Detroit Auto Show. “We are proud to support Ford with what will be an absolutely iconic milestone, celebrating the heritage and future of the Mustang, as well as the global mobility industry, right here in Detroit.” For Mustang fans who will not be in Detroit, The Stampede will be broadcast live on social channels, including Ford YouTube and the Ford Mustang Facebook page.
Legoland Resorts
Lexington, Kentucky-based Cornett has been tasked with creating work that captures the Legoland experience for both kids and adults, according to Christy Hiler, president and owner at Cornett, according to Adage and Gratisownia. Pete Carter, the founder of Creative Haystacks, was the consultant on the pitch, which covers both Legoland’s theme parks and hotels. Legoland has 10 parks around the world. The resorts are mainly designed for children from 2 to 12 years of age and offer over 50 rides, shows and attractions at each resort. Legoland’s parent, Merlin Entertainment, which also owns aquariums, the London Eye and Madame Tussaud’s wax museum, says it is the second-largest attraction operator in the world after Disney.
Jaguar
Jaguar is looking to make a leap into a more upscale market, trying to compete with Rolls-Royce and Bentley rather than Mercedes-Benz and BMW, and the latest step in their transition is a new advertising campaign. The company aims to be an all-electric ultra-luxury brand by 2025, with all of its models priced at least six figures. To achieve this, this new ad campaign attempts to position itself as the automotive equivalent of some of the most exclusive luxury fashion brands. “We are actually part of this world, but we don’t really communicate the brand in this way. We are deeply rooted in the automotive tradition,” Stuart Schorr, vice president of communications for Jaguar Land Rover North America, told Automotive News Europe. “And as we’re trying to get up and moving into the future, sometimes you just need a big break.” The automaker’s Twitter account, focus on models in stylish clothing, while the cars are deliberately left dark and colorless so as not to be in the spotlight. We’re not sure if making the cars a back-story is the best strategy to sell them, but we won’t argue with what is likely a very tactical marketing ploy on Jaguar’s part. Ads will be placed in relevant fashion magazines such as Harper’s Bazaar, Elle, and Esquire to attract this clientele, as well as Road & Track to attract automotive enthusiasts. “We have put this conscious effort into our advertising, our social media and our photography to be much more refined, more elegant and more contemporary,” said Schorr.
