DishLATINO, Corona…and 11 More Brand Initiatives

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

• PepsiCo-Poppi

PepsiCo, Inc. announced that it has entered into a definitive agreement to acquire Poppi, a fast-growing prebiotic soda brand, for US$1.95 billion, including US$300 million of anticipated cash tax benefits for a net purchase price of US$1.65 billion. The transaction also includes an additional potential earnout consideration subject to the achievement of certain performance milestones within a specified period after the transaction’s closing. Poppi is a fast-growing functional soda brand that combines prebiotics, fruit juice, and apple cider vinegar to create a deliciously refreshing low-calorie soda with no more than five grams of sugar per serving. Poppi’s consumer-first approach, cultural cache, and nutritional profile have nurtured a loyal fan base and driven rapid growth. Poppi was created by Allison and Stephen Ellsworth, discovered on Shark Tank by Rohan Oza, and funded by CAVU Consumer Partners from their initial seed round to today. The transaction is subject to customary closing conditions, including regulatory approval.  

CHECK  OUT our analysis on the marketing and advertising implications of the Poppi acquisition by PepsiCo.

• DishLATINO

DishLATINO is excited to announce the launch of its new campaign, ‘Two Sides’, which highlights the unique duality of the modern Latino experience in the U.S. The campaign is rooted in the understanding that Latinos in the U.S. live with two distinct sides—one connected to their cultural heritage and home country, and another shaped by their life in the U.S. This includes speaking more English, learning American customs, and adapting to new lifestyles, all of which influence their viewing preferences. The ‘Two Sides’ campaign aims to communicate that DishLATINO is the perfect solution for today’s Latino families by offering a diverse programming lineup that blends Spanish-language content and popular English channels. Agency partners involved in bringing this campaign to life were MARCA Miami, Hispanic Group, Kinitros – Hispanic Digital and Video Marketing Agency, and Right Cut. The campaign also benefited from the expertise of C&C Multicultural and Cinthia D’Auria, who provided valuable consumer insights. The next spot in the ‘Two Sides’ campaign will debut in May, and there’s much more to come. For a sneak peek at the campaign’s key spots, check out the following links:

• Two Sides ‘Technology’
• Two Sides ‘English Channels’

• Corona 

Corona has launched its new campaign, “La Playa Awaits,” which encourages consumers to embrace the “Mexican beach mindset” and live in the moment with a Corona in hand. Unlike previous campaigns that featured beaches as a backdrop, this one places the beach mentality at the forefront, encouraging people to be present wherever they are, according to Mediapost. Created by GSD&M, the campaign kicks off on March 27 with a 60-second “Anthem” ad, set to run through the 2025-2026 MLB season on ESPN, MLB TV, and social media. Corona has significantly increased its media spend on sports, with a 66% boost in MLB, a 40% increase in the NBA, and a 69% rise in the WNBA (Marketing Daily). The campaign also includes a video series with relatable moments, including a humorous 30-second spot titled “Extension Cord,” in which a man mimics a tropical mist while enjoying a Corona on his New York rooftop. Additionally, Corona will integrate with HBO’s “The Last of Us” in April with custom content.

• Dippity-Do

Dippity-Do,, a trusted haircare brand for nearly 60 years, is expanding its reach with the launch of its Girls with Curls line at select Walmart stores nationwide starting March 11, 2025. This follows the recent launch at CVS and online availability at CVS.com and Amazon.com.The Girls with Curl’s lineup includes the signature Light Hold Gelée, an homage to the iconic Dippity-Do Gel from 1965, as well as products designed for curly and wavy hair types (2A to 4C). The line is free from parabens, sulfates, and animal testing. Key products include:

• Light Hold Gelée: Smooths and defines curls with aloe, vitamin E, and wheat protein.
• Curl Defining Cream: Enhances curls with coconut oil, shea butter, and silk amino acids.
• Curl-Boosting Mousse: Adds body and bounce with hibiscus and olive oil.
• Leave-in Detangling Conditioner: Hydrates and protects with honey, coconut, and macadamia oils.
• Curl-Boost Spray: Adds shine and refreshes curls with a silk formula.

Girls with Curls is now available at CVS, Walmart, Amazon, and select T.J. Maxx and Marshalls stores. For more information, visit CVS.com and Walmart.com.

• Puma

Global sports company PUMA announces the launch of its biggest global brand campaign to date – ‘Go Wild’. The campaign celebrates the individual and inspires everyone – amateurs and professional athletes alike – to unleash their true selves and discover greatness in their nature.  For 75 years, PUMA has been advancing sport and culture, promoting sport as a means of self-expression and joy. With the launch of “Go Wild,” PUMA encourages individuals to embrace their true selves through sport, focusing on the courage to be authentic and unlocking personal greatness. Rather than just emphasizing performance, PUMA seeks to inspire people to tap into their wild energy through sport and build deeper connections with a global audience. The 2025 campaign launches with the ‘Go Wild’ hero film, celebrating the runner’s high—a rush of happy chemicals during physical activity—highlighting the joy of running. The film shifts focus from athletes and celebrities to everyday runners, such as early risers, runners with dogs, new mums, and community runners, embracing their true selves while chasing the runner’s high. To further amplify the message, PUMA will share stories from its ambassadors, like Tommie Smith, Usain Bolt, and Mondo Duplantis, who embody self-expression through sport. The ‘Go Wild’ global campaign, launched on March 20, 2025, will continue through 2025/26, spotlighting various sports like basketball and football, and tying into major global sporting events.

• Beyond Yoga

Activewear company Beyond Yoga has selected Shadow as its agency of record, according to Mediapost. The agency’s responsibilities include media relations, as well as celebrity and influencer partnerships. Founded in Los Angeles in 2005, the brand’s products are designed to meet clothing needs throughout the day, with a focus on comfort and inclusivity in its designs. The brand is available online and in premium retailers and boutiques nationwide, including Nordstrom, Bloomingdale’s, and Revolve. Beyond Yoga was acquired by Levi Strauss in 2021. In January 2024, former Athleta CEO and Gap veteran Nancy Green was appointed CEO.

• Carlsberg

Carlsberg and UEFA have announced a long-term partnership, making Carlsberg the Official Beer of UEFA National Team Football. This deal includes major tournaments like UEFA EURO 2028™, UEFA Women’s EURO 2029, UEFA Nations League Finals™, UEFA Women’s Nations League, European Qualifiers, and UEFA Futsal EURO™. The sponsorship kicks off with the European Qualifiers in March 2025, marking Carlsberg‘s return to top-tier European football after its previous partnership with UEFA from 1988 to 2016. As part of the deal, Carlsberg will have exclusive pouring rights at key UEFA events and will feature on perimeter boards and media interview backdrops. The sponsorship also continues Carlsberg’s legacy in sports, complementing its 33-year partnership with Liverpool FC. Throughout the partnership, Carlsberg will offer football fans exclusive experiences. The deal covers the following competitions:

• UEFA EURO 2028™
• UEFA Women’s EURO 2029
• UEFA Nations League Finals™ (2025, 2027, 2029)
• UEFA Women’s Nations League (2025-2030)
• Men’s and Women’s European Qualifiers (2025-2029)
• UEFA Futsal EURO™ (2026, 2030

• Hannaford Supermarkets

Hannaford Supermarkets has appointed independent agency The Variable as its new agency of record (AOR), according to Progressive Grocer. This decision follows a multi-agency review led by Mercer Island Group, which began in 2024. Hannaford is owned by global food retail group Ahold Delhaize, which acquired the brand in 2016. Hannaford’s search for a new creative AOR was driven by the desire to develop a comprehensive creative strategy across digital, social, and broadcast channels. The Variable will take on full responsibility for creative ideation and execution, including strategy and social media, to help Hannaford engage both a new generation of shoppers and its existing customer base. The first campaign from the new partnership is set to launch in the third quarter of 2025. Clients of The Variable include P&G and Nestlé. Hannaford operates nearly 190 stores, most with full-service pharmacies, across Maine, New York, Massachusetts, New Hampshire, and Vermont. The company employs around 30,000 associates and is headquartered in Scarborough, Maine. Its parent company, Ahold Delhaize USA, a division of Zaandam, Netherlands-based Ahold Delhaize, ranks No. 11 on The PG 100, Progressive Grocer’s 2024 list of the top food and consumables retailers in North America. PG also recognized the company as one of its Retailers of the Century.

• DELEÓN Tequila

DELEÓN Tequila has launched the DELEÓN Tequila Opening Acts Pledge, an initiative to support emerging DJs with mentorship, exposure, and resources. Building on its Bold Spirits, Rise platform, DELEÓN has partnered with cultural leaders like BET Media Group to create opportunities for rising talent. As part of this pledge, one DJ will perform at the BET Awards 2025 red carpet, a pivotal moment in front of industry icons.DJs aged 25 and up can enter for a chance to perform live at the BET Awards on June 9, 2025, by applying HERE by April 14. The winner will also participate in an exclusive content shoot on May 12 to showcase their journey and connect with industry leaders. In collaboration with UnitedMasters, DELEÓN is offering 1,000 subscriptions to UnitedMasters’ SELECT tier, which includes music distribution, brand-building tools, and industry connections. Additionally, the initiative provides 500 hours of premium studio time in Los Angeles and New York City, along with mentorship to help DJs elevate their sound and expand their reach.

• Bumble 

Dating app Bumble has initiated an agency review for a global creative campaign, as reported by Ad Age. Agencies vying for the pitch include independent firms like Mother, Wieden+Kennedy, and Special Group, as well as AKQA from WPP, according to sources close to the matter. The selected agency will be tasked with developing a new brand platform for the women-first dating service. Bumble has yet to comment, and the agencies mentioned have also declined to provide statements regarding the review. Historically, Bumble has relied heavily on its in-house studio for creative work, with minimal collaborations with external agencies. However, the company has recently ramped up its advertising spend, with a projected US$43 million for U.S. media in 2024, a significant increase from US$26 million in 2023, according to MediaRadar. This spending puts Bumble ahead of its competitors, including Tinder and Hinge, both owned by Match Group, which spent US$40 million and US$19 million, respectively, last year, as per Ad Age. In addition to the campaign review, Bumble has announced a year-long content collaboration with Amelia Dimoldenberg, which will be featured on both Bumble and Dimoldenberg’s social channels.

Find out about Portada Live events planned for 2025. Portada Live events are highly curated, and the 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, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

 

• Marriott Bonvoy

 

Marriott Bonvoy, the hotel loyalty program of Marriott International, is celebrating its ninth year as the Official Hotel Partner of the NCAA® and March Madness with the launch of Points for Points. This campaign rewards 134 lucky Marriott Bonvoy members with points based on the total number of points scored during the 2025 NCAA Men’s and Women’s Basketball Tournaments. From March 10 to March 27, 2025, eligible members can enter for a chance to win by visiting joinmarriottbonvoy.com/pointsforpoints.As part of the campaign, Marriott Bonvoy is also showcasing its “Game Day Rituals” campaign, which features NCAA athletes, coaches, and fans preparing for games at various Marriott hotels like Moxy St. Petersburg Downtown, Sheraton Chapel Hill, and Fairfield Inn & Suites Raleigh Wake Forest. In addition to Points for Points, Marriott Bonvoy members can bid on VIP experiences for the Men’s and Women’s Final Four through Marriott Bonvoy Moments. These experiences include exclusive access, behind-the-scenes tours, and VIP tickets to the Men’s Final Four in San Antonio and the Women’s Final Four in Tampa, with stays at San Antonio Marriott Rivercenter and JW Marriott Tampa Water Street. Fans can also enjoy free basketball-themed events like the Men’s Final Four Tip-Off Tailgate and the Women’s Final Four Party on the Plaza featuring fun activities, including a sneaker cleaning and customization experience presented by Moxy Hotels. For more details and to enter Points for Points, visit joinmarriottbonvoy.com/pointsforpoints.

 

• Great Clips

Great Clips, the Official Hair Salon of March Madness, launched its March Madness-themed marketing campaign, which highlights the greatest story of the entire tournament – a US$10 off haircut coupon that fans can redeem to look fresh as they cheer for their favorite teams. Actor and comedian Mikey Day, Kansas center Hunter Dickinson, and Iowa guard Lucy Olson have partnered with Great Clips to help spread the word about the us$10 off haircut coupon across television commercials and social media content. Great Clips is offering a $10 off haircut promotion through April 4 for fans who visit GreatClips.com/10off. The coupon is valid at participating salons. Comedian Mikey Day stars in Great Clips’ March Madness commercials, where he highlights the offer and the brand’s affordable, quality haircuts. In a postgame interview, Mikey humorously shifts from interviewing basketball players to discussing his Great Clips haircut and the benefits of Clip Notes for consistent results. Great Clips is also partnering with college basketball players and fan influencers like Hunter Dickinson, Lucy Olsen, Amari Whiting, Connor Essegian, and Dean Sarama to promote the offer and showcase their fresh haircuts on social media. Great Clips’ television spots will run on CBS, TBS, TNT, and TruTV during the NCAA® DI Men’s Tournament, and on ESPN during the NCAA DI Women’s Tournament. Great Clips is also featuring March Madness-themed creative Mikey Day within its salons across the U.S., as well as digital ads across Meta, Google, and within a robust March Madness Live media package. To learn more about Great Clips’ “Greatest Story” campaign, the $10 off haircut coupon, and hairstyle tips for tournament season, visit www.GreatClips.com/MarchMadness.

 

• The Coffee Bean & Tea Leaf®

The Coffee Bean & Tea Leaf® is launching a new brand campaign, Tastemakers Since 1963, which celebrates its 63-year legacy of crafting the finest coffee and tea beverages. To kick off the celebration, guests can receive one (1) small brewed coffee for just US0.63 on Wednesday, March 26 at participating cafes. As a nod to the brand’s journey starting in 1963 when it introduced European-style coffee to California, the campaign showcases how the brand has been shaping coffee culture ever since. The Coffee Bean & Tea Leaf is also launching a lineup of its latest Tastemaker trend, the Dry Iced Americano, and reintroducing the fan-favorite Horchata line of beverages. New menu items will debut on March 19 and run until June 3, 2025. The Coffee Bean & Tea Leaf is also introducing an LA Line of 10oz blends that feature the iconic 5 Bean, 6 Roast blend that has fueled their guests for decades. L.A. Espresso is made from five bean origins and roasted to six profiles, while the L.A. Brew is the same blend medium-roasted for a superior cup of coffee. In addition to brewing at home, L.A. Espresso can be enjoyed in all of The Coffee Bean & Tea Leaf’s specialty espresso drinks, and L.A. Brew can be enjoyed as the new Brew of the Day. For more information about the new beverages and the Tastemakers since 1963 campaign, please visit www.coffeebean.com.