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Pernod Ricard USA, Cardenas Markets, Honda & More Brands Targeting the U.S. Consumer

Pernod Ricard USA, Cardenas Markets, Honda... and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.


Pernod Ricard USA, Cardenas Markets, Honda… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Pernod Ricard USA


Pernod Ricard USA announced it has selected four agencies to support its storytelling and marketing efforts, to better represent Black, Asian American Pacific Islander (AAPI), LGBTQ+ and Hispanic/Latino communities across the U.S. — Casanova//McCann, Che Creative, Titanium Worldwide LLC and PLAN C Agency. These partnerships are part of the company’s larger commitment to invest in more inclusive marketing strategies overall. Casanova//McCann is one of the leading Hispanic integrated communications agencies in the U.S. CHÉ Creative is a full-service, culturally-led advertising and marketing agency based in Brooklyn. Titanium Worldwide LLC, a New York-based creative agency, that draws strength and combines the best specialized independent agencies with executive level attention and seamless knowledge-sharing. PLAN C Agency (PCA), a full service Asian American marketing and communications agency. 

  • Cardenas Markets

Apollo announced that funds managed by its affiliates (the “Apollo Funds”) have agreed to acquire Cardenas Markets (“Cardenas”), a leading grocery retailer focused on serving the Hispanic community, from investment funds affiliated with KKR, a leading global investment firm. Upon completion of the transaction, Apollo Funds will combine Tony’s Fresh Market, a Chicago-based portfolio company, with Cardenas Markets, which operates across California, Nevada and Arizona, to create a leading Hispanic- and ethnic-focused grocer. Both companies will continue to operate under their respective brands and local leadership, while benefitting from greater scale, complementary capabilities and an expanded operating footprint.Founded in 1981, Cardenas is one of the largest Hispanic grocery chains in the country. The Company operates 59 stores and sources products from over 500 vendors. The combined Cardenas-Tony’s footprint will span nearly 80 stores across the western and Midwest United States, with approximately US$1.8 billion in combined revenues. Sanders will serve as CEO of the combined company and Cardenas chain, while Frank Ingraffia will continue to serve as the CEO of the Tony’s chain. In 2016, KKR acquired Cardenas Markets from the Cardenas family with the thesis of transforming the business into a growth platform. Under KKR’s ownership, Cardenas doubled in size through a combination of organic growth and strategic acquisitions.   The transaction is subject to customary closing conditions and is expected to be completed by Q3 2022. Financial terms of the transaction were not disclosed.

  • Honda

Honda announced the expansion of its role as the official automaker of Team Liquid by securing their League of Legends and Academy team’s naming sponsorship rights, a first for an automaker in the League of Legends Championship Series (LCS) in North America. The naming rights deal – as Team Liquid Honda – also heralds the evolution of Honda’s esports and gaming journey as the brand reaches out to gamers at all levels to deepen its relationship with young, first-time and multicultural buyers. Team Liquid Honda will debut the team’s new name and its all-new jerseys at the 2022 LCS Summer Split, which begins June 17. Fans can explore and try on the new Team Liquid Honda jersey in augmented reality (AR) on Snapchat, available for pre-order now, at Honda became the official automotive partner and official vehicle of Team Liquid in 2019, and this new multi-year contract extension adds the League of Legends team’s naming rights to the sponsorship deal among other key elements:

  • All-new Team Liquid Honda jerseys feature the Honda logo prominently featured across the chest
  • Team Liquid Honda-branded vehicles for players and coaches will include the all-new Honda HR-V compact SUV and Civic Hatchback throughout the 2022-23 tournament season
  • All-new ‘Honda Lounge’ within the Team Liquid North America HQ, where Team Liquid Honda athletes can recharge and prep for tournaments and appearances
  • The social media accounts for Team Liquid’s League of Legends players will also reflect the new Team Liquid Honda branding with new banners and inclusion of player display names on Twitter, Instagram and YouTube
  • T-Mobile

T-Mobile marketing is kicking into high gear. Right as travel is on the rebound and inflation is on the rise, the Un-carrier (T-Mobile) is taking action to help people get back out there and save money. T-Mobile is kicking off its Coverage Beyond initiative and campaign on Tuesday, June 21. “All major media will be supported to promote the Coverage Beyond campaign including  TV, Out of Home and Digital,”  Jorge Martel, Vice President of T-Mobile’s Puerto Rico region tells Portada.



  • Nationwide Insurance

GroupM’s Essence has won the Nationwide Insurance media business as part of a new integrated agency team structure across the WPP network that brings creative, media and advanced data and analytics together to drive unique marketing results for the Fortune 100 company. “Nationwide is on your side” is at the heart of one of the most famous and trusted brands in the country, dealing in both insurance and financial services and featuring a mix of audiences and channels that offers interesting and educational exposure on one account. Essence will help build a new team with talent from across Ogilvy, Essence and the WPP network that is equally invested in both content and media to help push thinking forward. Combining the media, tech and analytical capabilities of Essence with the creative brilliance of Ogilvy will help to set a new standard for integrated marketing excellence to propel Nationwide’s business to new heights.

  • Upwork 

Upwork, a company that connects businesses with independent professionals and agencies around the globe, has appointed IPG Mediabrands‘ agency UM its media agency of record following a review, Adweek reported. UM will take on brand media strategy, planning, buying and data and analytics duties for Upwork. Last year, the brand spent US$20 million on media—US$12 million of which was in digital, according to COMvergence’s estimates.Portella led the Upwork pitch, which included two pitch meetings in which UM displayed a plan to Upwork that detailed how it could both raise awareness for the relatively young brand and also drive specific actions. Upwork was founded in 2015.

  • Father of the Bride/ Warner Bros

Gloria Estefan and Andy Garcia star as a married couple whose daughter surprises them with plans to marry her fiancé in Father of the Bride. The remake arrived on HBO Max last Thursday, June 16. This all-new “Father of the Bride” features a predominantly Latino cast.  The film was produced by Paul Perez, written by Matt Lopez and directed by Mexican Gaz Alazraki, all Latinos. Father of the Bride centers on a Cuban-American family’s unbreakable bond and “illustrates the surprising and funny ways the heart can adapt in the name of love,” per Warner Media. The latest edition of Father of the Bride is the third remake, behind the 1991 film starring Steve Martin and Dianne Keaton and the original 1951 film starring Spencer Tracy and Elizabeth Taylor. Father of the Bride is adapted from a 1949 novel of the same name. This film leans into the specificities of two different Latino cultures—Cubans and Mexicans—and shows the union of two beautiful, high-achieving Latino families.Father of the Bride is streaming exclusively on HBO Max. Those who already have HBO through cable can receive free access to HBO Maxand those who don’t, there are at least a couple of ways to land a free trial and stream Father of the Bride at no charge.

Portada LiveAt this exclusive event on September 29, 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].

  • Bimbo Bakeries USA

Bimbo Bakeries USA (BBU) published its 2021 Diversity, Equity & Belonging report, Our Foundation of Belonging. It highlights BBU’s 2021 accomplishments in its strategic framework of Workforce, Workplace and Marketplace and introduces three-year goals and commitments. Bimbo Bakeries USA is a proud part of Grupo Bimbo, the world’s largest baking company, who is committed to advancing Diversity, Equity and Belonging in all 33 countries where it operates.BBU’s 2021 Diversity, Equity & Belonging Report acknowledges the work accomplished since establishing a Diversity, Equity & Belonging function in early 2021. Highlights from the report include

  • Racial Equity Action Council (REAC): In 2021, BBU’s REAC influenced the company’s efforts to renew people practices, create a culture of Belonging, and promote racial equity in our communities.
  • Recruiting Enhancements: BBU expanded its diverse slate requirements to include diversity in both gender and race, as well as added its head of Diversity, Equity & Belonging in recruitment strategy and candidate debrief meetings.
  • Associate Development: All salaried associates are now required to take at least 1.5 hours of Racial Equity Strategy Training (REST) annually to continue BBU’s commitment to educate its associates on topics related to its Diversity, Equity & Belonging strategy.
  • Marketing: To reflect the marketplace it serves, BBU pledged to ensure diversity and equity across its marketing, inviting BBU’s Racial Equity Action Council into the company’s marketing assets review process.
  • Community Partnerships: In 2021, the company invested $1 million to national and local organizations dedicated to furthering the education, financial well-being and health of Black and minority Americans.
  • Supplier Diversity: BBU introduced a Supplier Diversity Program to partner with vendors with diverse experience, viewpoints and backgrounds.

Among Bimbo Bakeries USA’s three-year goals are increasing representation in all levels of its workforce, providing Diversity, Equity & Belonging educational programming and trainings for all associates, and expanding supplier diversity.

  • PepsiCo

PepsiCo, the National Hockey League (NHL) and its players’ association (NHLPA) have announced a multi-year extension of their North American partnership. The previous contract, which expires at the end of the 2022/23 season, was worth between US$10 million and US$15 million per year, according to SportBusiness. Financial terms of the renewal were not disclosed, and it should be noted that the sports drink brand category previously filled by Gatorade is not part of the extended partnership. PepsiCo will, however, maintain exclusive North American rights in the carbonated soft drinks, water, energy drinks and savory snack categories. The NHL said its long-running partner will continue to offer ‘innovative’ activations, as well as securing increased exclusivity around promotional opportunities. Strategic customer marketing and partnerships are also part of the agreement.NHL tent pole events, including All-Star weekend, the Winter Classic, Stadium Series, Heritage Classic and the Global Series, are also included, with each marquee element including a unique activation asset. PepsiCo will also retain digital platform inventory on league-operated media channels, with the NHLPA element of the deal allowing the company’s brands to continue using players in activations and marketing efforts.



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