Hyundai Motor America, Perrier®, Solis Health Plans…. and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Hyundai
Hyundai Motor America and its African American marketing agency of record, Culture Brands, have launched their inaugural marketing campaign entitled ¨OKAY Hyundai¨, which is scheduled to launch this week. The campaign includes tv and radio spots; digital, social media and influencer programming; and branded content with media partners.The inaugural marketing campaign promotes the all-new 2022 Santa Fe Plug-in Hybrid. OKAY Hyundai contains cultural references and nuances embedded into the creative messaging which is part of the Culture Brands recipe.Diverse representation was important to the making of the campaign. Culture Brands, along with Brim & Brew, a Black-owned production company, ensured people of color were in front of and behind the camera.
Viva Air
Colombia’s ultra-low-cost carrier Viva Air recently expanded in the United States, bringing affordable travel to passengers throughout the Americas. In the U.S. Viva Air has been flying for four years to Miami and has a four-month-old route to Orlando. In addition, the airline expects to add flight routes to New York and Toronto in Canada.
Formerly known as Viva Colombia, in May 2021, the company rebranded as Viva Air to facilitate its development throughout the region, while inviting consumers to “Fly More” Felix Antelo, CEO of Viva Air, tells Portada that his U.S marketing strategy will initially revolve around marketing to the U.S. Hispanic community as Hispanics are more acquainted to the Viva Air brand as many have ties to Colombia and Peru. He expects to invest in databases in the Florida area as well as in online advertising and billboards. Longer-term he sees marketing investment to reach out to the overall U.S. population in the South and North East, possibly working with Google Flights, Kayak, Expedia and others. Check out the complete interview with Felix Antelo, CEO of Viva Air!
Perrier®
PERRIER® Carbonated Mineral Water is launching a limited-edition Mystére Potion blackberry flavor inspired by Día de Los Muertos. The new can art features the iconic sugar skull design associated with the Mexican holiday.In recognition of the release of its Día de Los Muertos limited-edition product, Perrier is providing support in 2021 to two organizations which work to empower members of the Latino community – The Hispanic Heritage Foundation and United Farm Workers. To further inspire consumers to enjoy its latest product offering, Perrier has teamed up with Latino mixologists across the United States to create cocktail recipes that pay homage to the culture and traditions of Día de Los Muertos. These original recipes will be featured on the Perrier Instagram feed this October.The Perrier Día de los Muertos inspired can with bold Blackberry flavor joins the brand’s line-up of carbonated mineral water with 0 calories and 0 sweeteners including Perrier Original, and the full assortment of Perrier flavored carbonated mineral water with natural flavors, including: Lime, L’Orange, Pink Grapefruit, Peach, Pineapple and more.
Deutsche Bank
Global data and measurement-driven media agency Essence will become Deutsche Bank’s new lead media agency from January 1st, 2022. For the first time ever, one agency will manage the media buying for most of the portfolio of brands and products across the group, including all media and platforms online and offline, nationally, and internationally.Deutsche Bank put out the tender together with DWS in the second quarter of 2021, and invited agencies to pitch. An interbank committee and the bank’s group purchasing department managed the pitch with the support of IMEDIAG, an independent media, audit and consulting company, in a multi-stage selection process. They were looking for an agency that uses innovative, data-driven marketing strategies, with a forward-looking approach to operate proactively in a dynamic and competitive environment. Essence is a global media agency that combines media consulting with data science. Clients include Google, Peloton, Friday, Subway, Bandai Namco and the Bill and Melinda Gates Foundation. The agency has a presence in 121 markets – with locations in North America, Europe, Africa and the Middle East, as well as the Asia-Pacific region. It is part of the world’s largest advertising holding company, WPP.
Solis Health Plans
Solis Health Plans, a 4-star Florida Medicare Advantage plan, has announced a three-year partnership with the Miami Dolphins and the Hard Rock Stadium. As an Official Medicare Partner, Miami-based and community-focused, Solis will work together with the Dolphins’ “On This Day” Social Media Content Series to illustrate various key moments throughout the history of the franchise, a narrative which will carry over into Hard Rock Stadium’s “Guest Experience Headquarters” located in four areas throughout the stadium. Additionally, Solis will be the Presenting Sponsor of the November 7th home game versus the Houston Texans to coincide with the Medicare Advantage annual enrollment period.Solis Health Plans is a community-focused Florida Medicare Advantage health plan that offers competitive plans with expanded benefits in multiple counties. The company is locally based and self-identifies as the Un-Corporate Plan: personal as opposed to bureaucratic, innovative instead of risk averse, and accountable rather than ambiguous.
LegalZoom
LegalZoom, a national provider of personalized, online legal solutions and legal documents for small businesses and families,has appointed OMD as its new media agency of record following a review that started last July.The fast-growing brand is handing over media strategy and communications and media buying duties to OMD, which won the account away from independent agency Horizon Media. LegalZoom told Adweek that it spends over US$100 million on media on an annualized basis. LegalZoom, which was founded in 2001, reported US$150 million in revenue in Q2, which was up 36% over the same quarter in 2020, and revenues rose to US$471 million in 2020, up 15.2% from 2019. Currently, LegalZoom’s business is centered around three pillars—estate planning, business formation and intellectual property protection.Last week, LegalZoom announced a partnership with the NBA to offer US$6 million in grants and its services to support small businesses. The program’s goal is to remove barriers to essential resources that diverse communities often face.
