PEPSI®, Post Consumer Brands, Cardenas Markets… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
PEPSI®
Pepsi® has unveiled its annual global soccer campaign “Play to Inspire”, building upon the brand’s continued premier partnership with the UEFA Champions League. Returning all-time GOAT and seven-time Ballon d’Or winner Lionel Messi and world champion Paul Pogba welcome two exciting additions to the Pepsi squad: Lucy Bronze, today’s most decorated English player, and Brazilian soccer legend Ronaldinho, who previously featured in iconic Pepsi ads in the early 2000s. Mexican International player Javier Hernandez, known affectionately to fans around the world as “Chicharito,” leads the charge bringing “Play to Inspire,” or “Juega para Inspirar,” to the U.S. market. Chicharito leads a series of consumer-forward activations including #EmailsByChicharito. Pepsi has also partnered with hip-hop and R&B icon Montell Jordan for a refreshed take of his 90s classic, ‘This Is How We Do It.’ Building upon its UEFA Champions League partnership, PepsiCo continues to advance its “Team of Champions” commitment, a US$1 million investment over three years to improve access to soccer in underserved Black and Hispanic communities across the U.S.The brand has also partnered with British fashion designer Liam Hodges to create a limited-edition capsule collection to go on sale in Spring 2022. In the U.S., Pepsi will lean into consumers’ passion for the sport with executions across 35,000 retailers including 7- Eleven, Walmart, Circle K, Kroger and more. Pepsi is also elevating the consumer experience by releasing limited-edition packaging nationwide across 12oz cans, 20oz bottles and 12/15 blue packs.
Post Consumer Brands
Post Consumer Brands has named Mediahub as its U.S. media AOR following a months-long pitch process, Adage first reported. Mediahub, which is part of the Interpublic Group of Cos., will handle all of the breakfast cereal maker’s brands, which include Pebbles, Raisin Bran and Honey Bunches of Oats. Mediahub will handle U.S. planning and buying with a creative media focus, the agency said. The operation will be led out of its Minneapolis office, which is also where Post Consumer Brands is headquartered.Mediahub will be taking on the account with the help of the Radical and Disruptive Lab (R+L), the agency’s dedicated creative media team. Mediahub will also be leaning on its proprietary survey called Scout.
DoorDash
Major League Soccer announced a Multi-Year Partnership with DoorDash as the official on-demand delivery platform of MLS, MLS NEXT, and eMLS. To kick off the partnership, MLS NEXT and DoorDash are launching “MLS NEXT Delivering Access presented by DoorDash,” aimed to empower the next generation of soccer stars. Starting with the 2022-23 season, DoorDash and MLS NEXT – MLS’ youth development program that provides the highest level of training and competition for youth soccer players in the U.S. and Canada – will activate their shared commitment to the advancement of the sport for all by creating equal opportunities associated with playing at an elite level. “We are proud to partner with Major League Soccer to further connect with the soccer community, while mobilizing to activate against our shared values of providing access and empowering local communities,” said David Bornoff, DoorDash’s Head of Brand Marketing. “This partnership will further enable us to use our platform and resources to help the next generation of soccer players transcend boundaries, and we look forward to working with MLS to create authentic experiences for fans this season and beyond.” DoorDash is also partnering with DeAndre Yedlin, a star defender with Inter Miami CF of MLS, as he shares his own inspirational journey to playing professional soccer.
Cardenas Markets
Cardenas Markets has expanded its partnership with Uber Technologies, Inc. to now offer on-demand and scheduled grocery delivery across all the company’s 59 locations. In addition to ordering authentic Hispanic dishes prepared daily by the company’s famous Cocinas, customers can now conveniently shop for their everyday grocery staples and have them delivered, on-demand, directly to their door through Uber Eats.
At this exclusive event on March 31, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].
TD Bank
TD Bank announced the launch of TD Home Access Mortgage, a new product designed to increase homeownership opportunities in Black and Hispanic communities across several markets within the Bank’s footprint.TD Home Access Mortgage provides prospective buyers with an affordable mortgage option, including a US $5,000 lender credit which does not require repayment, that borrowers can use for closing costs or toward a down payment on a home purchase. It also offers more flexibility with a greater debt-to-income (DTI) ratio and expanded underwriting requirements, as well as credit parameters that increase accessibility.The product launch is particularly relevant, as a recent TD survey found 46% of respondents consider saving for a down payment to be a roadblock to purchasing their first home, including 44% and 45% of Black and Hispanic homebuyers, respectively.TD Home Access Mortgage is offered in several communities across TD’s retail footprint, which spans from Maine to Florida.
CENTURY 21®
Century 21 Real Estate LLC announced that in collaboration with the Hispanic Heritage Foundation, the brand will be expanding its successful CENTURY 21® Empowering Latinas Program in 2022 with a national call-to-entry providing critical educational opportunities including financial support for 121 Latina entrepreneurs seeking to obtain a real estate license. Launched in 2018 as a market-focused campaign, the breakthrough program has since enabled deserving women across Florida, California and Texas to pursue careers in real estate. The Empowering Latinas program has also supported the work of philanthropic organizations such as the Eva Longoria Foundation and the Hispanic Heritage Foundation in their efforts to empower the entrepreneurs of tomorrow.As part of the brand’s efforts to further advance equity and representation within the real estate profession, Century 21 Real Estate will host its first virtual empowerment event, “IMPARABLES: An Empowering Latinas Event,” focused on inspiring the next generation of real estate leaders. Available to attendees nationwide, the event will be hosted by Gaby Natale.
