Land O’Lakes, California Milk Processor Board, MoMA… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.California Milk Processor Board

 

  • California Milk Processor Board

Despite its role as a legacy, nutritional staple in the American home, milk is heading for the “canceled” list as many jump on new food alternatives. For its latest campaign, the California Milk Processor Board (CMPB), creator of the iconic ‘got milk?’, has set out to explore how people react when the most basic and most wholesome “good” things in life are thrown into question. The “Never Doubt What You Love” (NDWYL) parody news ad campaign is running in English and Spanish, to put things straight and reassure people that they can simply trust their “good” instincts. A steady stream of sensational claims has been causing Americans to question milk’s benefits and doubt its nutritional value, contributing to a steady decline in consumption. As a brand that has always lived on the cusp of popular culture, the ‘got milk?’ “Never Doubt What You Love” campaign is designed to shed light on the growing issue of untruths or misinformation about milk circulating on the internet and to help engage and encourage parents and kids to think twice about milk in the context of this misinformation. To launch the campaign, ‘got milk?’ tapped the talents of ‘The Office’ star and comedian Brian Baumgartner, who serves as a roving reporter in Southern California, reeling people in with his charming smile and welcoming demeanor. While in Downtown Los Angeles and at Venice Beach, he put on his serious face to gain the trust of locals while he relayed false information. The “Never Doubt What You Love” news team also features Afro-Latinx actress/writer & Netflix’s ‘Gentefied’ star Julissa Calderon as its ‘got milk?’/’toma leche’ ambassador for the brand’s Spanish-language creative. The “Never Doubt What You Love” campaign is aimed at Millennial parents, with a focus on multicultural and Hispanic consumers across California. Via the creative spots, the witty hosts provide a platform for discussion with Californians on the street to evaporate doubt caused by misleading messages about milk. The truth is revealed through creative parody, laughter, and a reminder to stay true to what you love.  The spots will run across network TV throughout CA, with additional long-form video and shorter cuts of the spots running across Connected TV. Additional elements include integrated partnerships with Popsugar, Thrillist, Café Mom, Mamas Latina and Mom.com, digital audio running on iHeart Media, social components across Instagram and Facebook, search, OOH, along with a PR/influencer component. 

 

  • Gaming Technologies 

Gaming Technologies, Inc., a software platform provider and owner of the Mexico-based interactive regulated online casino and sports betting and gaming brand www.Vale.mx, announced it has selected WPP’s Grey, one of the world´s top advertising and marketing organizations, for the development and introduction of all Gametech brands, including Vale, in Latin America and the U.S.Grey will lead the assignment out of its Ecuador office in collaboration with other international agency partners, and take responsibility for brand strategy, digital, performance and integrated marketing efforts.Starting with the launch of a new interface for their platform in Mexico, Gametech is currently working on developing different markets to bring a new experience in entertainment, from online gaming, online casino to sports betting for the region.The agency efforts will be led by Santiago Crespo, Grey Ecuador’s Chief Innovation Officer, along with a top multidisciplinary team, to deliver the best creative and strategic work for Vale.ResearchAndMarkets.com recently issued a report stating the global online gambling market is expected to reach USD $127.3 billion by 2027, registering a CAGR of 11.5% from 2020 to 2027.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • J&J’sBand-Aids

The 101-year-old Johnson & Johnson brand Band-Aid has released, through its multicultural AOR Hero Collective, a three 15-second spots dubbed “The Moment for the brand’s line of brown-skin-toned Ourtone adhesive bandages, Mediapost reports. Paid media, placed by Interpublic/UM’s J&J-dedicated J3 agency, is running on Instagram and Facebook over a six-week period, with the spots featured on a dedicated landing page and social sites. The campaign also includes still image ads of each celebrity and in-store retail initiatives. The brand has also donated more than 200,000 Ourtone boxes to local community centers, faith-based organizations and nonprofits that support the Black community to help support the launch.  

  • Land O’Lakes 

Land O’Lakes, Inc., one of America’s premier agribusiness and food companies, has named Battery and Havas Media new creative and media partners, respectively,  for its dairy retail brands. Los Angeles-based, Havas-owned creative agency Battery will lead the charge on creative strategy and execution, while Havas Media will be responsible for all media buying and planning for the brand’s butter, cheese and licensee products.Battery and Havas Media will leverage Havas Group’s village approach, with creative and media teams working together to ensure agility and a seamless experience for clients.Land O’Lakes more than tripled its net earnings in the first quarter of 2021 to US $136 million, compared to US $37 million in 2020. For the second quarter, the company reported net sales of US $4 billion and net earnings of US $100 million, a 14% year-over-year net sales increase and 22% increase in net earnings.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • MoMA

The Museum of Modern Art (MoMA) has named independent creative agency Fig as its first agency of record. Fig is charged with creating a cross-channel brand campaign for MoMA that will launch this fall, in addition to future experiential initiatives.

 

 

 

 

  • Coors Light 

For the 15th consecutive year, the Coors Light Líderes program is helping Latino nonprofit leaders and volunteers conquer their mountains. Coors Light will help five remarkable Latino change makers empower their communities by awarding US$10,000 grants for their nonprofit organization. Winners selected as “Líderes” will also receive access to the Change Makers Alumni Network. Nominations and applications are now open through September 21 at CoorsLightLideres.com. For 15 years, the program has emboldened Latino trailblazers who, through their innovative leadership initiatives, have a transformational impact on the communities they serve, achieve personal and professional success, and serve as role models for the next generation of Latino leaders. To apply, individuals can nominate others or themselves by filling out a simple form about the nominee’s impact in the community and the nonprofit organization they represent. Nominees must be of Hispanic or Latino descent, between the ages of 21 and 39 and actively associated with a 501(c)(3) nonprofit organization that impacts the Latino community. Recipients will be announced October 13 and honored at a winners’ celebration in March 2022.  Conquering mountains also requires the opportunity to collaborate with like-minded leaders who share the passion of helping the community. To help grant recipients find more opportunities to network, learn, and grow, Coors Light Líderes will also be welcomed into to the Change Maker network: a place where leaders can connect and collaborate with more than 140 like-minded trailblazers. Since Coors Light Líderes program launched in 2006, fourteen Latino nonprofit organizations have been awarded more than US$350,000 in grants. Adding to this program’s positive impact are other initiatives that the brand and its parent company execute to empower diverse drinkers. In 2020, Molson Coors launched Project Justice, a program dedicated to the empowerment, equity, community building, and justice for BIPOC organizations.

 

 

 

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Portada Staff

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