Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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Norwegian Cruise Line
Norwegian Cruise Line® unveiled its new brand identity inspired by its iconic 90s tagline, “It’s Different Out Here,” along with a first look at its new national TV campaign. The new platform is rooted in NCL’s history as a pioneer in the industry and the creator of “Freestyle Cruising,” which eliminated rigid traditional dining and entertainment schedules and allowed guests to dine where, when, and with whom they wish. Developed in partnership with Arnold Worldwide, the refreshed brand platform reframes what cruising can feel like and leans into a world where memories matter more than offerings, and the freedom to be fully present is the ultimate goal of any vacation, replacing the industry’s obsession with scaling up and attraction overload. “This is a pivotal moment for Norwegian Cruise Line. We’re not just launching a campaign – we’re re-anchoring our brand in the values that have always set us apart: freedom and flexibility,” said Kiran Smith, chief marketing officer of Norwegian Cruise Line. “For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today’s guests. Delivering on this vision takes trusted partners who understand our DNA, and Arnold has helped us bring it to life in a way that is authentic, and unmistakably NCL.”
The centerpiece of the national effort to bring the new brand identity to the masses is a breakout TV campaign, “For All Maritime,” a cinematic narrative celebrating travelers who reject outdated norms and embrace the freedom and flexibility NCL is built to offer. For as long as people have sailed, there have always been those who longed for a little more flexibility. The film follows that spirit across maritime history, spotlighting the intrepid sailors who have never fit neatly into stuffy nautical tradition.
The new campaign, which spans TV, out of home (OOH), digital, social and radio, also introduces a completely new look and feel for the brand that is focused on showing the cruiser’s point of view, not just the amenities on board. The new visual identity evokes freedom with its airy, fluid, and uncluttered design that gives a sense of presence in the current moment. Across channels, the creative reclaims a differentiated position in a category where everything has started to look the same.
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Miller Lite
Miller Lite logo Miller Lite is stepping in to help make getting together feel a little easier—and a lot more worth it. Enter “Legendary Moments Start with a Lite,” the brand’s new creative platform starring Christopher Walken, designed to remind people that the moments we remember most start with a buddy over a beer. Developed by Leo Chicago, the new 360 creative platform, which will appear across TV, social, influencers, and retail, showcases the evolution from celebrating legendary stories of the past 50 years to inspiring new moments right now. The message is simple: say yes, grab a beer, see your friends and let the legendary moment unfold. Leading the platform is Christopher Walken, whose unmistakable presence has a way of making even the smallest plans feel like a good idea. With 60% of U.S. adults admitting they cancel plans at least once a month,¹ he’s answering fan woes by encouraging people to lean into simple, in-person moments. The launch spot, ‘Ditch the Apps,’ opens with a man at a crossroads: he’s caught the eye of a woman across the bar, but ultimately returns to scrolling on his phone. Suddenly, with a mysterious echo, Walken appears seemingly out of nowhere. “Don’t just like somebody on the app,” he says. “Like them in real life.” Walken then hands the man Miller Lites and encourages him to go say hello, sparking the real-life connection.
This ad joins two additional spots, ‘Ditch Going Home’ and ‘Just Say Yes,’ which debut later this year. Each follows a similar premise – Walken acts as the catalyst, turning everyday encounters into Legendary Moments with Miller Lite. To bring the platform to life, the brand is launching the Miller Lite Damp January Club, the first of several consumer activations throughout 2026 designed to push back on the anti-social habits defining today. The club debuts exactly when fans need it – during the dreariest, least social month of the year. A club aimed at bringing people together, Miller Lite is inviting fans to ease into the New Year with Damp January without easing out of their social lives. “For more than five decades, Miller Lite has been part of people’s favorite memories,” said Sofia Colucci, Chief Marketing Officer, North America, Molson Coors Beverage Company. “This platform is about inspiring the next generation of legendary moments by encouraging people to say yes to plans and enjoy the simple moments that bring us together. This is just the start– throughout the year, you’ll see big new creative work like this that champions beer and connects to clear consumer insights, not just from Miller Lite but our full portfolio of brands.”
¹ Therawin. (2025, March 3). The rise of ‘cancellation culture’ and its impact on mental health.
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Estée Lauder
Estée Lauder announced that it has signed acclaimed British actress Daisy Edgar-Jones as its newest Global Brand Ambassador. Daisy will represent Estée Lauder skin care, makeup, and fragrance, with her first campaign debuting on February 2nd across print, digital and in-store. She joins Estée Lauder’s current roster of global talent, including Ana de Armas, Bianca Brandolini, Carolyn Murphy, Imaan Hammam, IU, Karlie Kloss, Paulina Porizkova, and Yang Mi. “As an actress, I love how makeup can tell a story of who we are. I have always admired how Estée Lauder celebrates women’s confidence and individuality. The legacy, elegance, and strength of the brand is so inspiring,” said Daisy Edgar-Jones. “It feels surreal to be part of the Estée Lauder family – and it truly feels like a family.” “Daisy is very much the breakout star of her generation,” said Justin Boxford, Global Brand President, Estée Lauder. “Not only is she an incredibly gifted actress, but she embodies the ethos of the Estée Lauder brand. She is aspirational yet approachable, and her confident, youthful spirit and innate sense of style will inspire consumers across generations. We’re thrilled to welcome Daisy as our newest Estée Lauder Global Brand Ambassador.
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Super Bowl Campaigns: Kellogg’s, Bounty (Procter & Gamble), and AFM
Kellogg’s Raisin Bran® announced it will make its inaugural Big Game appearance. The cereal brand is leading a strategic play to tackle America’s widespread fiber gap, particularly following what is statistically one of the top eating holidays of the year, according to Circana. The spot, which will air in six key markets and across streaming platforms, features a legendary talent renowned for enduring vitality and wit. The campaign created in partnership with VaynerMedia playfully calls out that all-too-real feeling that hits your gut after heavy snacking and celebrating during the Big Game—the feeling that you’ve been neglecting your gut health. The ad will run nationally across streaming (Peacock, NBC Sports app, NFL+) and in six regional markets: New York, Los Angeles, Chicago, Grand Rapids, Cincinnati and Fort Smith.
In the football season leading up to the Big Game, Avocados From Mexico® is launching the Prediction Pit, an unforgettably fun and interactive experience that taps into instant, pro-grade sports powered by SportsDataIO’s predictive tools, delivering a deeper, more dynamic, and continuously updating stream of insights. Now through the Big Game, fans will get to experience Prediction Pit in two game-winning ways: Always-On Predictions and Live Game Predictions “At Avocados From Mexico, intention and innovation are at the heart of everything we do,” said Alvaro Luque, Avocados From Mexico President and CEO. “With Prediction Pit, we’re strategically leveraging cutting-edge AI to deepen connections with consumers and inspire guacamole consumption during one of the most exciting times of the year for football fans. By blending real-time football data, technology and the undeniable appeal of our avocados, we’re creating an experience that not only engages fans with the sport they love but also enhances their celebration of game day.”
Back for its fourth year, the Bounty is Your Wingman campaign is built on the simple, saucy truth: you can’t have football without wings, and you can’t have wings without Bounty. As NFL fans across the country gear up for the most-watched games of the year, Bounty is once again showing up where it belongs, at the center of wing-filled watch parties, handling every spill, drip, and sticky finger so fans can focus on the fun. Gronk and Charissa are joined by more than 20 NFL players from across the league, each paired with their own wingman to share stories from messy game-day feasts, their love of football, and what it really means to be a wingman. Content will roll out across Instagram throughout the playoffs and Super Bowl season. It’s game on at Super Bowl Radio Row from February 2 – 6, 2026 at The George R. Moscone Convention Center in San Francisco with the annual Bounty House of Wingman. This year, Bounty takes the watch party experience to the next level with a two-story, 1,200 square foot smart home – anticipated to be an unforgettable standout at the Super Bowl media hub.
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.
Portada Chicago, March 19, 2026
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].
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Vocelli
Vocelli Logo – jpeg Vocelli Pizza, an Italian-inspired pizza chain known for its handcrafted pizzas and award-winning operations, announced that Houston-based Love Advertising is its new marketing agency of record. “We are so excited to partner with Love Advertising,” said Toni Bianco CEO of Vocelli Pizza. Love Advertising will support Vocelli Pizza’s continued growth through brand and creative development, reputation management + SEO, public relations, social and influencer campaigns, website support, and media planning and buying. Vocelli Pizza is closing out another strong year marked by continued successful growth in nine U.S. States, positioning the brand for expansion into additional markets. Vocelli Pizza recently announced three restaurant openings planned for 2026, beginning with its fourth dine-in location in Dalton, Georgia, in January, followed by Rockville, Maryland, in February. In March, the brand will make its first-ever market entry into Houston, Texas.
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Air Alaska
Alaska Airlines announced it is ordering 105 new 737-10 aircraft and five new 787 aircraft – exercising all previous 787 options held with Boeing. The airline also secured rights for an additional 35 737-10 aircraft. This order – representing the largest order in the airline’s history – secures critical delivery slots and extends the aircraft delivery stream through 2035. “This fleet investment builds on the strong foundation Alaska has created to support steady, scalable and sustained growth, and is another building block in executing our Alaska Accelerate strategic plan,” said CEO Ben Minicucci. “These planes will fuel our expansion to more destinations across the globe and ensure our guests travel aboard the newest, most fuel-efficient and state-of-the-art aircraft. We are incredibly proud to be partnering with Boeing, a Pacific Northwest neighbor and a company that stands as a symbol of American innovation and manufacturing.”This morning in Seattle, leaders from Alaska Airlines, Boeing and the U.S. Department of Transportation will join with employees, customers and guests to celebrate this fleet order and welcome the first 787-9 painted in Alaska’s global livery. The new 787-9 exterior design draws inspiration from the natural wonder of the Aurora Borealis, featuring a palette of deep midnight blues and lush emerald greens that channel the aurora’s energy and spirit of the Alaska brand. Utilizing a new aircraft painting technique, it took artists nearly 1000 hours across 13 days to paint the aircraft exterior from nose to tail. As the company’s brand strategy expands to meet its growing global footprint, essential elements its two airline brands’ legacies and history remain unchanged. The core Alaska Airlines brand expression will remain with the Alaska Native on the tail of narrowbody aircraft flying throughout the North American continent. The Hawaiian Airlines brand will continue to be expressed in service to, from and within the Hawaiian Islands with Pualani on the tail of Airbus A321, A330 and Boeing 717 aircraft.
Flights to Europe and Asia from Air Alaska global gateway in Seattle are available for booking now at alaskaair.com:
- London Heathrow, United Kingdom: Daily, year-round flights beginning May 21, 2026
- Rome, Italy: Daily, summer seasonal flights beginning April 28, 2026
- Reykjavik, Iceland: Daily, summer seasonal flights beginning May 28, 2026 (operated on a 737-8 MAX)
- Tokyo Narita, Japan: Daily, year-round flights already in service
- Seoul Incheon, South Korea: five-times-weekly, year-round flights already in service
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Chipotle
The PGA TOUR and Chipotle Mexican Grill announced a new marketing partnership that designates Chipotle as the Official Mexican Restaurant, as well as the Official Burrito, Bowl, Tacos and Quesadilla of the PGA TOUR and PGA TOUR Champions. Through the agreement, Chipotle will sponsor the “Hot Streak” feature on the PGA TOUR’s mobile app and website. “Hot Streak presented by Chipotle” will highlight key stretches and turning points in real time and reward fans with Chipotle through the PGA TOUR’s socials. “Partnering with the PGA TOUR is a natural fit for us because our real food is already a mainstay in many top players’ routines, both at home and on the road,” said Chris Brandt, President, Chief Brand Officer at Chipotle. “Our goal is to tap into this existing passion among the golf community and deliver creative executions to elevate fan experiences throughout the TOUR season.” Six-time PGA TOUR winner and fan favorite Max Homa along with Maverick McNealy, a Top 25 player in the world rankings, will continue to serve as brand ambassadors. This season, they are joined by fellow TOUR pro David Ford, a longtime Chipotle superfan. Last year, Chipotle and Homa collaborated on a limited-edition Cobra Foil-Wrapped Burrito Head Cover and Ball Bag for fans, which Homa showcased at the Memorial Tournament presented by Workday before the products quickly sold out online. In 2024, Chipotle introduced limited-edition green foil burritos at its Augusta, Georgia, locations, and Homa famously tested his burrito-wrapping skills with the green foil. Chipotle’s partnership with the PGA TOUR is part of the brand’s Real Food for Real Athletes platform that focuses on supporting athletes across all levels by providing proper nutrition through real food and fresh ingredients. -
United Supermarkets
United Supermarkets brought back its “28-Day Challenge” campaign to the United Supermarkets, Albertsons Market, Market Street and Amigos banners on January 1, 2026. The program, first launched in January 2023 and repeated in 2025, features a series of interactive games and actions linked to customers’ Rewards! loyalty accounts. The program, which is much loved by shoppers, was designed by United’s health-and-wellness team to help users meet their wellness goals. The program was developed in partnership with TCC Global, a leading loyalty solution provider. “The 2026 28-Day Challenge creates incentives for our guests to make better health and wellness decisions during the campaign and throughout the year, because we want each of them to shop with us for many years to come. We’ve added a few elements to the program to help participants reach their goals while rewarding them for achieving their milestones,” said Tony Crumpton, CMO, VP at United Supermarkets.
The 2026 Campaign, which includes even more new challenges to promote exercise and healthy eating, also has an AI component for task tracking. United Supermarkets guests can upload an image for proof of action, like an image of an exercise duration tracker. Participants can also upload images of meals when they are adding different colored vegetables to their diet. Each activity rewards United guests with valuable discounts or sweepstakes entries. In the stores, customers in certain markets are even able to meet with one of the retailer’s registered dietitians. In its 109th year of operation, United Supermarkets, LLC – d.b.a. The United Family® – is a Texas-based grocery chain with stores in 54 communities across Texas and New Mexico. A self-distributing company with headquarters and distribution centers in Lubbock, The United Family currently operates 99 retail grocery stores under four unique banners: United Supermarkets, Market Street, Amigos, and Albertsons Market. It also operates 40 convenience stores under three unique banners: United Express, Market Street Express, and Albertsons Market Express.
