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Juan Valdez, Smart & Final, Toyota…Seven Brands Targeting the U.S. Consumer

An overview of brand moves and campaigns over the last seven days.


  • Juan Valdez

InnoVision Marketing Group, a bilingual, full-service marketing agency, announced the addition of Juan Valdez, a premier Colombian coffee brand, to its client roster. InnoVision has been selected to enhance Juan Valdez’s visibility and reach within U.S. coffee markets. The agency will spearhead the brand’s initiatives, providing comprehensive support across highly segmented digital channels through new creative strategies, including a commercial and digital marketing campaign that showcases the coffee company as a leader in the coffee space. Juan Valdez has a global presence of more than 200 stores internationally and is committed to opening more stores in 20 countries this  year.  The coffee chain offers an array of handcrafted coffee, smoothies, and pastries in each store. Its menu boasts Colombian Classic coffees, cappuccinos, lattes, teas, and delectable iced and blended drinks, from Nevadas to smoothies. Their pastries span from chocolate chip muffins and sweet pastries to Croissants and savory options. Sebastían Mejia, Internacional Vice President of Juan Valdez, says, “We are very excited about the road ahead as we expand into the U.S. market. Partnering with InnoVision, an expert marketing agency, is key for Juan Valdez, whose objectives are to continue offering the best experience around 100% Colombian premium coffee.”

  • Smart & Final

Smart & Final, a Los Angeles-based grocery retailer, is thrilled to unveil its newest partnership with celebrity chef Roy Choi. This partnership launches a rebranding campaign celebrating the brand’s unexpected variety and superior customer service. The campaign also introduces the company’s new tagline, “Where Else?” Developed in collaboration with Davis Elen Advertising, the brand’s first TV campaign in seven years is currently airing across California, Nevada, and Arizona with six initial TV spots and will also appear in print, in-store, out-of-home, and digital media throughout the year. The campaign tells the Smart & Final story through the eyes of Super Associate Alex and three signature customer personas – Supermom Selena, office manager Brenda, and celebrity chef Roy Choi – to showcase the brand’s vast product assortment, unique items, club sizes, farm fresh produce and longtime partnerships with businesses of all types, illustrating why shoppers prefer Smart & Final. “This campaign is all about reintroducing Smart & Final to our loyal customers while inviting new ones to visit our stores and experience why Smart & Final has been in business for over 150 years,” said Matt Reeve, Senior Vice President of Marketing, Merchandising and Private Brands for Smart & Final. “We’re focused on presenting our vision for Smart & Final as a grocery destination for everyday moms, small businesses, and celebrities like Roy, who all appreciate Smart & Final’s affordable, quality selection of produce, meats, and grocery essentials.”

  • Ulta Beauty

Ulta Beauty
ULTA Beauty ( (PRNewsFoto/Ulta Beauty)

IPG Mediabrands has been appointed Ulta Beauty’s media agency of record. Ulta Beauty is an American chain of grocery stores. “We are thrilled to announce that IPG Mediabrands has been named the Media Agency of Record for Ulta Beauty! Building upon a successful partnership with Mediahub Worldwide, we’re stepping up as Team Beauty, an integrated force leveraging IPG Mediabrands’ collective talent and capabilities to serve Ulta’s Core and Retail Media businesses, ” IPG Mediabrand announced on its LinkedIn handle.

Portada LiveAt this exclusive event on September 19, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including multicultural 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].


  • Soccer: Alianza de Futbol Partners

Alianza de Futbol, a soccer program aimed at the Hispanic population, will visit eight markets across the U.S. from mid-June to mid-September, including Dallas (June 15-16), San Antonio (June 22-23), Colorado Springs (July 6-7), Chicago (July 20-21), New York (August 3-4), Los Angeles (August 17-18), San Jose (August 24-25), El Paso (September 7-8). Corporate sponsors include, for the Sponsor Village, Allstate, Adidas, Ford, Gatorade, King’s Hawaiian, ViX / TUDN, Verizon (Sponsor Village), as well as Ford for the “Ford Qué Golazo de Grants” program.

  • Toyota

Toyota MarketingToyota launched a new marketing campaign, “It’s a Vibe,” highlighting the all-new 2025 Camry’s hybrid powertrain, enhanced safety features, connected technology, and features that guarantee to make daily journeys extraordinary. The purely hybrid next generation Camry is offering a combination of power, fuel efficiency, and a new interior design with an athletic exterior style, ready to take on the daily drive. “Building on its long-standing reputation as the best-selling sedan in the U.S. for over 20 years, this campaign highlights the all-new, all-hybrid 2025 Camry,” said Mike Tripp, group vice president of Toyota Marketing. “Toyota is thrilled to unveil our ninth-generation Camry featuring a sleek athletic design and impressive new powertrain backed by the exceptional quality and reliability that is synonymous with the Toyota brand.” The fully integrated Camry campaign was developed using Toyota’s long-standing Total Toyota (T2) marketing model. The T2 model integrates efforts to create a cohesive marketing approach that includes multicultural marketing and the mainstream market. The T2 agency team includes Saatchi & Saatchi, Burrell Communications Group, Conill, and Intertrend Communications, with Zenith Media placing TV and outdoor media buys.

Toyota Partners for the “It’s a Vibe” Campaign

Prime and SportsBET, BOUNCE TV, USMNT, Liga MX, MNT, OWN, UEFA, WNBA Regular Season & Playoffs
Digital Content and VideoAdmazing, Adtheorent, Apartment Therapy, Canela, Daily Motion, Hulu, iHeart, Mashable, NGLmitú, Precision/DV360, Raptive, Remezcla, Rotten Tomatoes, Spotify, Time of India, ViX, Vizio, Weather Channel en Español, YouTube
Partnerships/ProgrammingAutoproyecto, BET Awards, Billboard Latin Music Awards, Bustle, Canela, Cricket World Cup, Discovery+, Dive Studios, Enthusiast Gaming, Genius, Hola Mexico Film Festival, Hulu, Hulu Original Movie, IGN, Moon Festival, NGL/Mitu, Peacock/TPlus, Remezcla
Paid SocialMeta, Pinterest, Snapchat, TikTok, Reddit


  • Service Now

Independent media agency PMG has been appointed as global media agency of record for Service Now. Service Now is an American software company based in Santa Clara, California, that develops a cloud computing platform to help companies manage digital workflows for enterprise operations. PMG will be responsible for crafting and implementing a global media strategy for Service Now.

  • Florida Dairy Farmers

Diahann Smith, Senior Director of Marketing for Florida Dairy Farmers, tells Portada in an interview on dairy marketing that earned media, social media/influencer, and influencer-led experiential activations are the key pillars of her marketing strategy.

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