Miller Lite, Paramount and 6 More Brand Moves

• Miller Lite

Conciertos Originales is making a big comeback,after a five-year pause, Miller Lite proudly announces the return of its popular live music concert series, celebrating the Latin communities across the country that have kept the culture (and the playlist) alive. Launched in 2013 as a love letter to fans of Latin music, Conciertos Originales quickly became a highly anticipated event. Now, the series returns with a fresh lineup, an expanded seven-city footprint, and the same mission: celebrate Latin music in its purest form. This year, Miller Lite is hosting 10 private concerts across Los Angeles, San Diego, Phoenix, Chicago, Houston, Dallas, and San Antonio, spotlighting Regional Mexican artists and honoring the genres that move the community.As Miller Lite marks 50 years of great taste and good times, it reflects on the stories that have shaped its journey and the communities that have influenced them.Supporting Latin music means standing with the artists and fans who live it every day, and honoring a culture that has long been at the heart of unforgettable, legendary nights.The series kicked off in March with Oscar Maydon in Dallas and Luis Ángel ‘El Flaco’ in Houston, and the energy continues with a packed schedule of upcoming shows from June through December. Venue locations to be announced leading up to each show. 

• Grupo Duelo – Chicago, June 17 
• Bronco – Dallas, July 9 
• Banda Los Sebastianes – San Diego, August 14 
• Alejandro Fernández – San Antonio, September 2 
• Los Recoditos – Houston, November 6

Fans also have a chance to win two unforgettable VIP concert experiences, including artist meet-and-greets.

• Don Julio

Salvador Padron,  Global VP Marketing, Don Julio, described the brand’s 2026 FIFA World Cup sponsorship strategy for the United States and Mexico last Thursday at Portada Los Angeles.  Don Julio is a Diageo brand, and its media buying and planning is done through PHD.

• Paramount

According to media reports, Paramount has concluded its two-decade partnership with WPP Media, appointing Publicis as its new media agency of record. This unexpected change was made without a formal agency review.The transition comes at a critical juncture for Paramount, which is amid a potential US$8 billion merger with Skydance Media. The high-profile deal, originally announced in July 2024, would see Skydance founder David Ellison step in as Chairman and CEO of the combined company. Insiders indicate that the decision to change agencies is primarily motivated by a drive for greater cost-efficiency, with budget optimization as a key factor. Despite the shift, Paramount, WPP, and Publicis have not commented on the matter. Paramount’s relationship with WPP dates back to 2004, when Mediaedge was selected to handle media planning and buying. The agency was rebranded as MEC in 2010, and later merged with Maxus in 2017 to create Wavemaker. In 2021, Wavemaker expanded its scope when it was named media agency for ViacomCBS, now part of Paramount Global. Most recently, in May 2025, WPP consolidated its media services under the new name WPP Media, retiring the GroupM brand.

• Buchanan’s Scotch Whisky 

Buchanan’s Blended Scotch Whisky is heating up the grill with the launch of its new creative campaign, Buchanan’s Asados Unidos, inviting 200%ers and Latinos from all over to join the brand in celebrating the summer rhythm and flavor that make their carne asadas, parrilladas and barbecues so distinct and delicious. Together with Latin GRAMMY® Award-winning and 4x GRAMMY®-nominated global superstar Rauw Alejandro, Buchanan’s is sparking up a flavorful cultural debate to determine who has the best asado.Whether you call it a carne asada, parrillada, or asado, the Buchanan’s Asados Unidos campaign agrees that this Hispanic occasion has more sazón, bateria, and rhythm than others, so bring your flavorful traditions, energy, and beats to the grill this summer while enjoying a Buchanita cocktail. The new creative, developed by GALE rooted in the same embrace of culture and customs that inspired Rauw’s latest No. 1 album and current Cosa Nuestra Tour,It comes to life through a dynamic four-part video series featuring Rauw Alejandro and friends from Puerto Rico, Argentina, Colombia, and Mexico. Set against sunny backdrops, the series captures the real-life ways Latinos come together to enjoy bold flavors, family, and friendship as the group grills, laughs and playfully tease one another over subtle cultural differences – like what music makes the best companion to grilling from Salsa, Merengue, Reggaeton or Bomba. Launching across digital platforms throughout the summer, the 15 video spots celebrate the distinct flavors and rhythm of 200% grilling traditions. Following its onstage debut during Rauw Alejandro’s Cosa Nuestra World Tour and after-party presence in cities like L.A., Miami, NYC, Chicago, and Houston, Buchanan’s is now bringing the asado debate to local events like Toñita Fest in NYC.To inspire 200%ers to elevate their summer grilling, Buchanan’s teamed up with three Latin American grillmasters to craft asado recipes paired with signature cocktails, making Buchanan’s the ultimate cookout companion:

• Rauw Fashioned – A bold twist on the classic, blending fig and orange flavors with Buchanan’s DeLuxe.
• Buchanita – A tropical, foamy serve of Buchanan’s DeLuxe and fresh pineapple juice.
• Piña Spritz – A light, refreshing mix of Buchanan’s Pineapple, club soda, and coconut water with a chili-lime rim.

Buchanan’s and Rauw Alejandro invite those 21+ to join the #AsadosUnidos movement at BuchanansWhisky.com and follow @BuchanansWhisky. Available in stores and online nationwide for US$29.99.

• TJ Maxx

TJ Maxx is taking center stage as the official sponsor of True Originals—women who are boldly and authentically themselves—with the launch of You Sponsored by TJ Maxx, a groundbreaking new program that brings dynamic sponsorships to everyday women for being exactly who they already are. From sports arenas to social feeds, sponsorships are ubiquitous – yet for so many everyday women, this kind of support remains out of reach. A recent TJ Maxx survey revealed a striking disparity: fewer than 10% of women currently have a sponsor backing them, despite 75% of women believing it would help them embrace their authentic selves. That’s why TJ Maxx is doing something about it. This new model of sponsorship will award 10 women custom deals designed to amplify their unique voices and fuel their next moves by unlocking assets in three distinct categories: opportunity, connections, and visibility. To do so, each recipient will be paired with one of five game-changing Co-Sponsors who embody the magnetism and authenticity of a True Original and offer expertise spanning athletics and arts to fashion and entrepreneurship.Meet the trailblazing Co-Sponsors championing the next wave of True Originals:Ilona Maher – Rugby star breaking barriers on and off the field, Jen Atkin – Beauty mogul turning glam into a movement, Carly Cushnie – Visionary designer reshaping luxury style, Chloe Flower – Piano prodigy and fashion disruptor making space for new voices., Renée Elise Goldsberry – Award-winning artist using her platform to push boundaries.The You Sponsorships fuel rising talent through three powerful pillars:

• Opportunity – $20,000 in funding to support their next bold move.
• Connections – 1:1 mentorship with a Co-Sponsor plus intros to her network.
• Visibility – Spotlight on TJ Maxx’s social channels and a Co-Sponsor shoutout.

Starting today through June 20th, participants can visit YouSponsored.com to apply for a custom You Sponsorship to advance their professional or personal passions. Applicants will fill out a short questionnaire about their True Original story and how they’d make the most of their sponsorship. For the complete contest rules and terms and conditions, please visit YouSponsored.com.

Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please contact Sales Director Irma Gutierrez at [email protected].

• Tropicana

Tropicana Brands Group has named Fig as its new creative agency of record following a competitive review. Previously, Tropicana partnered with Cramer-Krasselt on campaigns. Fig will now lead creative efforts across Tropicana, Naked, and Izze, expanding its relationship with the brand after starting work on Naked Smoothies in 2023. The first campaign under this new assignment is set to debut this fall, with additional launches planned for early 2026. Tropicana Brands Group is majority-owned by French investment firm PAI Partners, while former owner PepsiCo maintains a 39% stake.

• Dos Equis®

Dos Equis® announced its latest campaign, ‘Ni Perdón Ni Permiso’ a bold celebration of unapologetic self-expression through music, art, and style. Inspired by those who live fearlessly, ‘Ni Perdón Ni Permiso’ (‘neither forgiveness, nor permission’) is a cultural expression rooted in Hispanic tradition that honors and applauds the act of authentically expressing oneself; where Dos Equis has adopted through the lens of music, celebrating artists who ‘own the stage’ by showcasing their fearless originality without needing permission. Embracing its Mexican roots, Dos Equis adopts this familiar phrase through the inspiring power of music, in partnership with the influential Southern California-based musical group Fuerza Regida. The campaign encourages individuals to boldly embrace their unique stories, chase experiences beyond the ordinary, and pursue their passions fearlessly, without apology or the need for validation. From June 9, Dos Equis and Fuerza Regida are inviting fans to submit their vocal or instrumental tracks via social media for a chance to win an incredible experience: a trip to an exclusive Fuerza Regida performance and a signed vinyl featuring their bold musical creation alongside the band. To participate in the Jam Session, fans must first visit Dos Equis’ Instagram (@DosEquis) and follow the steps once there. 

• Valley Bank

​Valley Bank, a regional financial institution based in Morristown, New Jersey, has appointed Doner as its strategic and creative agency of record after a competitive review. Doner Media will oversee media planning and buying across all platforms.Established in 1927, Valley Bank is a growth-focused relationship bank with over $62 billion in assets and more than 200 consumer and commercial banking locations nationwide. Doner will be responsible for creative strategy, aiming to boost brand recognition through a distinctive campaign that appeals to both individual and business customers. Working closely with the creative team, Doner Media will implement an integrated approach that unifies media and creative strategies to deliver high-impact, performance-driven campaigns that strengthen the brand’s image.The first campaign from this collaboration is set to debut in late 2025 in the New York and New Jersey markets.

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