LG Electronics, Puma, State Farm Insurance…

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

• LG Electronics

  

  LG Electronics announced a new creative campaign educating consumers on the many benefits of home electrification and highlighting LG’s suite of home appliances with heat pump technology designed to be more efficient. The campaign, which includes two 30-second commercials, four 15-second commercials, and a wide range of digital, native, and social ads, is rolling out state-by-state to correspond with the areas where consumers can take advantage of rebates and incentives provided by the 2022 Inflation Reduction Act (IRA). “With states like New York beginning to implement Inflation Reduction Act rebate programs, we at LG wanted to share the story of how the future of sustainability begins at home and encourage people to make the ‘Switch for Good,'” said Louis Giagrande, senior vice president of marketing at LG Electronics USA. 

• Puma

  Global sports company PUMA, in partnership with creative agency adam&eveDDB, continues its journey of elevating the brand with a new brand marketing strategy in 2025, establishing PUMA as a leading sports performance brand. adam&eveDDB’s first global brand campaign for PUMA will launch in spring 2025. The new brand campaign  will be focused on the emotional aspects of sports. With the recent appointment of Julie Legrand as Senior Director of Global Brand Strategy and Communications, PUMA aims to shape the next chapter of its journey.

• State Farm Insurance

  State Farm is partnering with Bad Bunny to release the singer’s new “EL CLúb” video (see below). The video uses a series of AI-generated images to reveal the memories inside his brain. The partnership was orchestrated by The Orchard.

• Dollar General

  Dollar Generalis testing same-day delivery in a bid to compete with Walmart. After a September “soft launch,” about 75 of its 20,000-plus stores now offer the service; CEO Todd Vasos says “thousands of stores” will ultimately join the list. Customers can order through the Dollar General app and receive in-store prices, plus use coupons and cash-back rewards.

   

• Braun

  This holiday season, Braun is giving an easy answer to one of the most asked group chat questions, “What’s on your gift list this year?” by offering group chats one of the best deals of the entire year – 25% off its top-of-the-line IPL devices. Through December 12^th, shoppers can visit the Braun holiday landing page and input their unique group chat name which will be used to generate a custom discount code, inspired by that one-of-a-kind chat name. From there, shoppers can gift their group chat with the unique code inspired by the name, so that friends and family can score the Braun Skin i·expert Smart IPLor Braun Silk·expert Pro 5 IPL at a discount, which gives users the experience of salon-like hair removal at a fraction of the cost, in the comfort of their own homes. “We know one of the best credentials a product can get is the trusted recommendation from friends or family, giving it the group chat stamp of approval,” says John Claughton, Vice President of Grooming at Procter & Gamble, North America. Braun, a subsidiary of Procter & Gamble founded in Germany in 1921, develops and manufactures a wide variety of small domestic appliances that marry technical innovation, reliable quality and distinctive design. These range from electric shavers and beauty products to hair care appliances.

  Find out about Portada Live events planned for 2025. Portada Live events are highly curated events; the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agency, and media executives. To find out about thought leadership and networking solutions at Portada Live and Portada digital media offerings, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

   

  • • Ritz

      RITZ, a Mondelez brand, is planning its first Super Bowl  “On a day where our products will be served on party platters nationwide, it seemed only fitting for us to finally make an appearance on the big screen too. This ad buy marks a significant milestone in our journey to transform how fans view the RITZ brand through fresh and unexpected marketing strategies that speak directly to today’s consumer,” shared Steven Saenen, RITZ vice president of marketing. “The creative is also our boldest yet, designed to raise the bar and meet the moment. We are excited to put it out into the world.” The cracker brand will air a 30-second spot from The Martin Agency on February 9, 2025. The spot will be directed by Jake Szymanski and produced by Gifted Youth and PXP.  The campaign will also include paid media, retail, PR and social amplification. 

    • Powerade

      Powerade, a Coca Cola brand, announced The Athletes Code, a commitment to a more inclusive and progressive relationship with athlete partners to support their mental well-being. Launching in partnership with Olympic Gold Medalist and World Cup Champion Alex Morgan, Olympic gold medalist swimmer Tatjana Smith, South African footballer Linda Motlhalo, and Brazilian Paralympic swimmer Douglas Matera, The Athletes Code is a contractual provision that allows athletes to pause their partnership commitments to focus on their mental well-being, without losing their sponsorship. The Athletes Code launches at a time when athletes are under immense pressure to perform, often at the cost of their mental health, as stepping away to address these needs could risk their sponsorships. This new contractual protection developed by POWERADE provides athletes with the time and space they need to care for their mental health, and most notably, ensures the continuation of their sponsorship with POWERADE. Inspired by athletes and their courage to speak up openly about such an important topic, The Athletes Code underscores POWERADE’s core values of inclusion and dedication to fully protecting their athletes who need to pause their partnership commitments to support their mental wellbeing. The Athletes Code was created by WPP Open X, led by Ogilvy and supported by Burson, EssenceMediaCom, Hogarth and VML. The hero film and supporting creative was developed by Ogilvy New York, and directed by Let It Rip Pictures director Babak Khoshnoud.