Kraft-Heinz, Microsoft, Coca-Cola and Seven More Brand Moves

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

CHECK OUT: Brand Marketing Insights from Major Marketers at Portada Chicago!

• Kraft Heinz

The Kraft Heinz Company and the National Football League announced a five-year global strategic partnership that unites one of the world’s most beloved food portfolios with the most-watched sports league in the United States. As the NFL’s first-ever global condiment partner, Kraft Heinz will bring its iconic portfolio of household brands to millions of fans across the globe. The partnership will unlock premium stadium and gameday visibility, integrated co-branded marketing and limited-edition packaging and immersive retail activations designed to connect with millions of sports fans around the world. The partnership brings a range of Kraft Heinz favorites — including icons like HEINZ, KRAFT, VELVEETA, PHILADELPHIA, KRAFT MAC & CHEESE, PRIMAL KITCHEN, CLASSICO, A1 and many more — directly into the heart of football’s most culturally relevant moments. From the Super Bowl to NFL Kickoff to Thanksgiving, the partnership will drive incremental retail opportunities and expand “Away From Home” food service presence during high impact consumption occasions. The partnership also accelerates the NFL’s continued international expansion, with Kraft Heinz gaining access to select overseas games. Together, the NFL and Kraft Heinz will deliver exclusive fan experiences and unforgettable gameday celebrations centered around the foods fans already love. The partnership will officially begin in April at the upcoming NFL Draft, which is taking place in Pittsburgh, the birthplace of HEINZ. As the first activation in this partnership, HEINZ will be surprising and delighting fans in unexpected ways throughout Draft week.

“We couldn’t be more excited to kick off this breakthrough partnership with the NFL, as our portfolio of iconic brands are a regular part of the gameday experience that brings people together,” said Todd Kaplan, Chief Marketing Officer, North America at Kraft Heinz. “The new partnership will help us scale, connect and amplify our seat at the table with our fans and customers. From stronger in-store presence and product innovation to deep and meaningful engagement with our consumers and their favorite teams, we look forward to working with the NFL to create unforgettable and delicious gameday moments for fans all around the world.”

• Microsoft

Microsoft launched Makina Mode, a campaign to help early-career professionals turn ambition into action and potential into progress. Anchored in today’s next‑gen workplace shifts and the growing role of technology in daily life, the campaign story comes to life through the latest survey findings and creator partners who are sharing their own experiences leveling up their careers with the help of AI.AI x Gen Z Professionals Survey: Data show Hispanic Gen Z aren’t struggling with technical skills on the job, instead they’re navigating career challenges that are far more human, nuanced, and situational. Makina Mode Creator Content Series: The campaign also highlights how AI tools like Microsoft 365 Copilot can be a valuable resource – whether for everyday tasks like turning scattered meeting notes into clear next steps, or prepping for higher‑stakes moments like asking for that first big promotion.

To bring this to life, Microsoft partnered with popular creators and entrepreneurs who have activated Makina Mode in their careers, and are sharing their own stories for locking in and leveling up. Joining the campaign are:

Dani Klaric – Interior Designer and Co-Owner of Peachtree Revival

Andrea Casanova, Founder and Entrepreneur

Jaime Muñoz – Entrepreneur and Public Speaker

Makina Mode empowers Gen Z to take those first important steps in their careers with confidence.

• Coca-Cola

  The National Basketball Association (NBA) and The Coca-Cola Company announced a new global marketing partnership, bringing Sprite® back as the league’s Official Global Soft Drink Partner. The agreement marks the return of one of the NBA’s most iconic brand collaborations, reuniting two names that have long shared a deep connection to basketball culture. Sprite, the world’s leading lemon-lime soft drink, will serve as the exclusive soft drink partner of the NBA across a global footprint. Under the new agreement, Sprite will activate across the NBA’s biggest global stages, including league tentpole moments, as well as international events like NBA Global Games. Through the partnership, fans will see immersive experiences, custom content series on NBA platforms, and exclusive promotions that bring them closer to NBA fandom.“Basketball is central to the DNA of Sprite,” said Manolo Arroyo, EVP and Global Chief Marketing Officer, The Coca-Cola Company. “Reuniting with the NBA is about co-creating what’s next – experimenting with new fan experiences, exploring emerging formats and meeting the next generation where they are. Basketball is not just a game; it’s a global cultural engine, and Sprite, together with the NBA, will help to fuel the moments and memories that drive it.” Deepening its commitment to athletes who embody bold originality and individuality, Sprite is continuing to build on its existing relationship with 2026 NBA All-Star Game MVP Anthony Edwards. Edwards represents a new generation of global stars whose influence extends beyond the court, making him a natural partner for Sprite.

• Patron Tequila

Patrón Tequila unveiled its new global campaign celebrating craft, intention, and the pursuit of greatness, launching “The Perfect Pour,” a short film directed by award-winning, visionary Mexican filmmaker Guillermo del Toro. U.S. viewers can watch the TV premiere of The Perfect Pour on 3/18 on ESPN during the Golden State Warriors vs. Boston Celtics NBA regular-season game. Following the launch of the film, the campaign will roll out across TV, online video, digital and social channels, including exclusive behind-the-scenes content offering an intimate look at del Toro’s creative process and the precision behind the “perfect pour” shot. The campaign will also debut in additional markets around the world, later this year.
Filmed on location at Hacienda PATRÓN in Jalisco, Mexico, the film, created in partnership with BBH USA, celebrates del Toro and PATRÓN Tequila’s shared commitment to uncompromising perfection.
At the heart of the campaign is a striking film that transforms a seemingly simple act — the pouring of PATRÓN Tequila — into a cinematic moment. What begins as a quiet, singular pour gradually reveals the full scale of production behind it: Guillermo del Toro’s meticulous direction, a complete crew working in perfect sync, and the extraordinary precision required to capture every detail. Hiring a critically acclaimed, award–winning filmmaker to direct a simple, single pour may seem excessive—but it mirrors the lengths we go to craft every bottle of PATRÓN. When you refuse to compromise on your process, even the smallest detail deserves perfection.
“At PATRÓN, we’ve always believed that how you make something matters,” said Roberto Ramirez-Laverde, Global Senior Vice President, PATRÓN Tequila. “From day one, we’ve never compromised on how we craft our tequila — using only three natural ingredients (agave, water, time) and traditional, time-honored methods to give our tequila the patience and care it deserves. Guillermo shares that same dedication to greatness and refusal to compromise. The Perfect Pour delivers a message that hiring an award–winning filmmaker to direct a simple pour shot may seem excessive—but those are the same lengths we go to craft every bottle at PATRÓN. We don’t compromise on our process.” Del Toro’s creative lens comes to life through colorful and distinctly Mexican visual elements, including a stylized skeleton crew, representing the many hands and artistry behind both the film and every bottle of PATRÓN.  “From the beginning, the creative vision was to tell the PATRÓN story in a way that felt cinematic and intentional, drawing parallels to the uncompromising spirit and greatness of Guillermo del Toro,” said Laila Mignoni, VP, Global Communications at PATRÓN Tequila. “Guillermo brought that vision to life by directing ‘The Perfect Pour’ using rich Mexican imagery and motion capture performers to create skeletons to bring his world to life that feels handcrafted yet technically masterful. What appears to be a simple pour becomes an incredibly detailed, rich world that is crafted with extraordinary precision and care just like our process at PATRÓN.”

LEARN ABOUT PORTADA EVENTS SCHEDULED FOR 2026. Portada events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking among top brand marketers, media agencies, and media executives. Coming up:

Portada Chicago, March 17, (check out recap article!)
Portada Live, CDMX, Abril 16
Portada Los Angeles, June 4
Portada Live, NYC, September 17
To learn more about thought leadership and networking solutions for the events above, please contact Marcos Baer at [email protected].

• Mazda

• Prestige Consumer Healthcare

  Prestige Consumer Healthcare, a leader in over-the-counter healthcare and wellness products, has named Horizon Media its media planning and buying agency following a competitive four-month review.  The assignment spans brand strategy and integrated media execution across video, digital, social, and influencer channels.The partnership is designed to expand Prestige’s market leadership by combining Horizon’s brand strategy expertise and data-powered audience intelligence to drive relevance and measurable business growth. Prestige Consumer Healthcare markets, sells, and distributes a diverse portfolio of category-leading brands, including Monistat®, Summer’s Eve®, Dramamine®, Fleet®, BC®, Goody’s®, Clear Eyes®, TheraTears®, DenTek®, Dramamine®, Fleet®, Chloraseptic®, Luden’s®, Compound W®, Little Remedies®, and others. “The Today’s business and media landscape is both complex and dynamic,” said Krista Kiisk, VP of Marketing, Prestige Consumer Healthcare. “As leaders in our categories, we need to be at the forefront of how to reach and engage with our consumers in the most effective and efficient way possible. That is why we selected Horizon as our media agency of record. The Horizon team combines creative thinking with powerful data-driven insights that drive consumer engagement and business results.”

• America’s Tire

  Major League Soccer’s Philadelphia Union and America’s Tire, a leading independent tire and wheel retailer, announced a new multiyear partnership that will see the tire retailer immediately support the team and expand its support in future seasons.
  During the three-year partnership, America’s Tire will serve as the Union’s Official Tire Retailer and receive prominent branding on Subaru Park’s rooftop along with broadcast-visible field-level signage during home matches. Additionally, the company will participate in a digital and social content series featuring Union players and serve as a supporting partner of the historical Army-Navy Cup. America’s Tire opened its doors in Philadelphia as the area’s trusted tire safety experts in 2024, and the company currently operates three locations, including one in Burlington, New Jersey. “As America’s Tire continues to expand its presence in the Northeast, our objective is to exceed customer expectations by ensuring consistent, reliable support across every interaction,” shared Tom Williams, chief experience officer at America’s Tire.
  By embarking on this partnership with the Philadelphia Union, America’s Tire is broadening its commitment to supporting and keeping professional soccer fans safe on the roads. The tire retailer also serves as the Official Tire Retailer of Major League Soccer in its 31st season, including the MLS All-Star Game and the MLS Cup.
  

• Huggies

Huggies^® has launched its latest campaign, “Expensive $h*t,” a one-hour event to showcase the strength of its all-around blowout protection. The campaign was created with agency partners McCann New York and McCann New Zealand, and directed by Sunny Sixteen. The work will run across social, digital, influencer channels and PR.
Eighteen freshly fed, blow out prone babies wearing Huggies Little Snugglers™ were filmed while they crawled, wiggled, played—and yes, pooped—while sitting on priceless designer items, collectibles, and antiques during a one-hour event, streamed across TikTok Live, Instagram Live, and YouTube Live.

• Four Roses 

Four Roses Distillery introduced Meet Me With Four Roses, a campaign that places the brand at the heart of life’s shared moments, from lively holiday gatherings with family to quiet, meaningful evenings at home. At its core, the campaign celebrates those rare pauses away from the noise, when people connect more deeply with those who matter most, and how those moments are elevated with a glass of Four Roses Bourbon in hand. Connection has been central to Four Roses since its founding in 1888. Established by Paul Jones Jr., the brand’s story began with a romantic connection to a southern belle who returned his affection by wearing four red roses. Today, Four Roses continues to honor that legacy, infusing every pursuit and expertly crafted bottle of bourbon with the same warmth, intention and heartfelt spirit. “Four Roses has long been a steady, trusted presence in the super premium bourbon category, and with Meet Me With Four Roses, we’re stepping forward to connect with the bourbon community on a more engaging scale,” said Tracy Thornsberry, Brand Director of Four Roses. “The campaign allows us to create meaningful moments that resonate throughout the year, while staying true to our core values of heritage and tradition. We’re excited to introduce new elements that bring bourbon lovers together through memorable, shared experiences.” The campaign will unfold through a series of chapters tied to seasonal and cultural occasions, including summer and the holidays. Each chapter will be brought to life through immersive events, giveaways, and strategic partnerships.

• Kumho

Kumho Tire U.S.A., one of the world’s leading tire manufacturers, announced the continuation of its home plate signage advertising program across six major league ballparks for the 2026 baseball season. This marks the second consecutive year that Kumho Tire has participated in the program, designed to increase brand awareness among the public, customers, and dealers. Reinforcing Kumho Tire’s commitment to connecting with consumers in key markets, the brand will receive significant exposure through rotational digital signage positioned behind home plate. This prime placement guarantees visibility to both in-stadium spectators and television audiences nationwide, maximizing reach and impact.

Kumho Tire will feature its brand at the following baseball stadiums throughout the 2026 season:

• Angel’s Stadium: Anaheim, Calif.
• Busch Stadium: St. Louis, Missouri
• Chase Field: Phoenix, Ariz.
• Citizens Bank Park: Philadelphia, Penn.
• Comerica Park: Detroit, Mich.
• Great American Ball Park: Cincinnati, Ohio