Our Sales Leads column covers the latest initiatives from brands and media agencies. View past columns in the archives here.
CHECK OUT: Is the ‘World Cup effect’ increasing or limiting Hispanic advertising?
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Procter & Gamble
Procter & Gamble (P&G) is the strategic co-development partner for scripted branded entertainment, co-created with retailer shopper intelligence and distributed across the Albertsons Media Collective platform. This is the inaugural work under this model and uses the Minivela drama, Rico’s Tacos. According to the press release, the result is a shift in what retail media can be: not a place to run an ad after it is made, but a place wher
Rico’s Tacos e content is curated and distributed. Albertsons Cos. co-created and filmed the Minivela drama with P&G and its production partner, Brilla Media, at Albertsons Cos. stores, featuring real in-store associates. The retailer, in collaboration with Albertsons Media Collective, is further investing in amplifying Rico’s Tacos across its owned and social media channels. “The brands that will win are the ones that connect with shoppers in relevant, everyday moments,” said Lela Coffey, Vice President, User Growth Acceleration at P&G. “What makes this collaboration notable is that the creative was developed with Albertsons Cos. using shopper insights at the outset, rather than applying data only after the work is made. That creates a closer link between the story, the audience, and the commercial outcome.”
“The idea for Rico’s Tacos emerged directly from the shopper insights and cultural intelligence shared by Albertsons Companies and P&G,” said Manny Ruiz, CEO of Minivela, and showrunner of Rico’s Tacos. “Those insights became the creative spark that shaped the franchise from the very beginning and continued to inform its development throughout the process. What makes this project so significant is that we’re not simply using data to optimize advertising—we’re using insights to inspire entertainment. By bringing together retail media, consumer understanding, creators, brands, and storytelling, we’ve created a new model for developing and distributing original content. We believe this is only the beginning of what’s possible.” The Minivela series, Rico’s Tacos, is set in a Southern California neighborhood near Venice Beach. Designed for mobile viewing, each 1-to-2-minute episode follows a widowed father, his teenage daughter and her abuela as they build a family taco business and navigate questions of identity, resilience and legacy. The series launches tomorrow June 23 on Albertsons Cos.’ YouTube, social, and in-store platforms, with new episodes dropping weekly through the end of August. An episode will also premiere at the Cannes Lions International Festival of Creativity. Albertsons Media Collective and Albertsons Cos. plan to scale similar campaigns across additional series, formats and brand collaborations in the months ahead.
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Verizon
In an exclusive interview Ricardo Aspiazu, SVP, Creative & Brand Design, Verizon, tells Portada about the rationale of the creative and media of the new Verizon advertising plan. The objective is to “capitalize on new audiences and show existing customers that Verizon cares,” says Aspiazu. “We are using 90% of the bought Fifa Soccer World Cup ad inventory for this campaign,” Aspiazu notes.
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Eataly
Eataly, the global Italian marketplace and retail concept, is launching its largest campaign to date, “The Piazza,” a first-ever brand film featuring one of the greatest Italian soccer players of all time, Alessandro Del Piero. The seven-minute-long film will launch today, June 22, on Eataly’s social media channels, including @eatalynewyorkcity. The tragicomedy, created by NYC-based creative agency Johannes Leonardo, is a heartfelt celebration of the Italian lifestyle, emphasizing the “Italy is Eataly” ethos behind this culinary destination that offers the best of Italian cuisine, wine, and culture. “While Italy will be absent from this year’s tournament, it has been an honor to develop this campaign with Alessandro Del Piero, a true icon and one of the greats – turning our country’s loss into a celebration of the passion, culture, and resilience that defines Italian life,” explains Luigi Testa, VP of Marketing at Eataly North America. “Working with Leo Premutico and the entire team at Johannes Leonardo on this campaign has been a privilege, and I couldn’t see bringing this vision to life with anyone else.”Split into six chapters, “The Piazza” centers on a meticulous plan devised by a band of activist children that launch “Operation Alessandro” in the main square – targeting Del Piero for a cultural intervention. Throughout the film’s episodes, the group reenergizes a defeated Del Piero, reminding the legend of the country’s strengths and inspiring hope for a future generation of soccer players.As part of the campaign for consumers, Eataly locations across North America will present a lineup of iconic Italian bites paired with live match viewings. To commemorate the season, Eataly quick-service counters will offer limited-time combination offers – from the classic colazione of cappuccino and cornetto to a slice of Roman-style pizza alla pala and a cold cola – at exclusive prices.
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Tevra Brands
Tevra Brands, a leader in innovative and affordable pet health solutions, announced the launch of its new national campaign “In Their Everywhere,” highlighting the everyday moments that make life with pets so meaningful while reinforcing the importance of reliable flea and tick protection. From curling up in bed to sneaking into the laundry pile or claiming a spot on your lap, pets have a way of being part of everything we do. The “In Their Everywhere” campaign captures these relatable, heartwarming moments that pet parents know and love—and reminds us that nothing should come between us and those connections. The campaign launches at a time when flea and tick protection is top of mind for pet owners nationwide. “At Tevra, we understand that pets aren’t just part of our homes—they’re part of our lives, our routines, and our most cherished moments,” said Tovey Call, Marketing Director at Tevra Brands. “This campaign celebrates that bond while reinforcing the importance of protecting it with trusted, high-quality flea and tick solutions.” The campaign features Tevra’s Activate II for Dogs and Actispot 2 for Cats, advanced topical treatments that kill and repel fleas, ticks, and mosquitoes. Designed with both performance and value in mind, these products deliver the same trusted active ingredients found in leading brands—at a more accessible price point for pet parents. The campaign will roll out across digital platforms, including social media and YouTube, inviting pet owners to engage by sharing how their own pets show up in their “everywhere.” Through this interactive approach, Tevra aims to celebrate the joy pets bring while continuing to build a community of passionate, engaged pet parents.
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. Coming up:
Portada Chicago, March 17, (check out recap article!)
Portada Live, CDMX, Abril 16 (check out recap here!)
Portada Los Angeles, June 4
Portada Live, NYC, September 17
Portada Next, CDMX, October 21
To learn more about thought leadership and networking solutions for the events above, please contact Marcos Baer at [email protected].
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Mattel
Mattel announced that UNO Social Clubs are going global, with a new five-city U.S. tour and expansion to nine locations worldwide, following the success of last year’s inaugural events. Now, UNO® is bringing the experience to even more players complete with friendly competition, unexpected twists, and unforgettable moments. With a legacy spanning more than five decades, UNO continues to evolve alongside its fans, creating new ways to connect through play.
“At the heart of UNO is a simple truth: play brings people together,” said Katie Buford, Vice President and Global Head of Mattel Games. “After an incredible first year, we’re excited to launch UNO Social Clubs in even more cities around the world. The enthusiasm from fans has been incredible, and their passion continues to inspire us. We look forward to welcoming even more players to the table.”
UNO Social Clubs will travel to some of fans’ most-requested cities across the country, starting July 1:- Philadelphia, Pennsylvania – Kung Fu Necktie
Wednesday, July 1 | 6PM – 9PM
Kicking off the tour in Philadelphia’s Fishtown neighborhood, UNO is taking over Kung Fu Necktie for a night of gameplay, great vibes, and memories that you won’t want to skip.
- Brooklyn, New York – Xanadu
Thursday, July 23 | 6PM – 9PM*
UNO transforms Xanadu, the beloved roller rink, into the ultimate destination for gameplay, good vibes and unforgettable game-night moments.
- Miami, Florida – Cerveceria La Tropical
Thursday, July 30 | 6PM – 9PM*
UNO is raising the stakes in Miami’s iconic Wynwood neighborhood with a happy hour packed with cards, cocktails and friendly competition.
- Houston, Texas – Dan Electro’s
Thursday, August 6 | 6PM – 9PM*
UNO will turn Dan Electro’s into the perfect spot for cards and a little friendly rivalry in the heart of Texas.
- Los Angeles, California – No Vacancy
Thursday, August 27 | 6PM – 9PM*
UNO wraps up its U.S. summer tour in the heart of Hollywood, where No Vacancy will become the ultimate destination for bold plays, big laughs and tons of fun.
In addition to popping up in major U.S. cities, UNO will launch its first global tour with stops in Barcelona, Berlin, London, Mexico City, Paris, Rio de Janeiro, Sydney, Tokyo and Toronto. From popular nightlife destinations to everyday social spaces, each UNO Social Club will feature classic UNO gameplay and local DJs and MCs adding a hometown flair to the experience. Fans will also have the opportunity to win exclusive prizes, including branded merchandise and UNO product packs.
- Philadelphia, Pennsylvania – Kung Fu Necktie
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Splyt
SPYLT, the ready-to-drink protein milk for people who refuse to grow up, unveiled a bold new look alongside its “Deliciously Outta Hand” campaign, encouraging consumers to tap into their inner teenager through the “Outta Hand Chug Challenge.” Led by creators Steven Shapiro (@stevenschapiro), Eric Booker (@badlandsboker) and Easton Simpson (@eastonsimp), the challenge launched Wednesday, June 17, inviting fans to post a video on Instagram or TikTok, tagging @spyltmilk and including #ChugChallenge, while chugging SPYLT in unexpected ways for a chance to win a fully stocked SPYLT fridge.
“SPYLT has always been about making functional beverages that feel more fun, more flavorful and less serious than the category around it,” said Josh Mendenhall, Co-founder and President at SPYLT. “As the brand rapidly expands nationwide, we’re excited to introduce a new look and campaign that pushes that idea forward at a larger scale.”
The new packaging was designed to make SPYLT impossible to ignore on the shelf, dialing up its signature mix of delicious nostalgic flavor, playful rebellion and functional benefits. The lineup includes Chocolate, Strawberry, Cookies & Cream, Peanut Butter Chocolate, Vanilla Milkshake and Max Chocolate, each delivering 20 grams of protein, a boost of caffeine, zero sugar, 90 calories, and a lactose-free formula.This brand refresh follows an explosive period of growth for SPYLT, which has expanded its footprint to more than 20,000 retail locations nationwide. The brand continues to scale its retail presence across key retailers, now available in more than 1,300 Target stores nationwide, alongside national availability at Kroger and Albertsons, as well as major distribution across H-E-B and Circle K. -
Doritos
Doritos is launching a new global commercial starring Chef Gordon Ramsay and Mercedes-AMG PETRONAS F1 Team driver George Russell. The campaign builds on Doritos’ official partnership with Mercedes-AMG PETRONAS F1 Team and Formula 1®. Chef Ramsay will create eight Doritos Loaded recipes, including the Doritos Loaded Hellfire Chicken Nachos that are featured in the commercial.
The commercial opens inside a Doritos Loaded food truck, where Chef Gordon Ramsay is preparing his Doritos Loaded Hellfire Chicken Nachos, when its mysterious driver unexpectedly accelerates, sending delicious fresh ingredients flying through the air. Despite the chaos, Chef Gordon Ramsay remains focused on ‘making the perfect Doritos Loaded’ as chips, toppings, and sauces swirl around the moving vehicle as it expertly weaves through the streets.In a surprising twist at the end, when the truck pulls up, viewers discover that the mystery driver is none other than George Russell, the Mercedes-AMG PETRONAS F1 Team driver.
The commercial’s unveiling marks an acceleration of both Doritos Loaded’s partnership with Chef Gordon Ramsay (announced earlier this month) and Doritos’ official partnership with the Mercedes-AMG PETRONAS F1.
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Hisense
VAR Pic Global consumer electronics and home appliances brand Hisense is strengthening its role at FIFA World Cup 2026™ as the tournament’s Official Video Assistant Referee (VAR) Review TV Provider. With FIFA’s VAR operations now fully operational at the International Broadcast Centre (IBC) in Dallas, Hisense RGB MiniLED TVs are supporting match officials with high-performance display technology designed for accurate and reliable decision-making.
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T. Rowe Price
T. Rowe Price announced that Mike Barry has been named head of Global Marketing, effective July 1. Mr. Barry will report to Dee Sawyer, head of Global Distribution. Barry becomes head of Global Marketing as T. Rowe Price continues to build on its long-standing commitment to helping clients achieve their financial goals through investment excellence, deep research, and client-focused innovation. His organization will lead marketing efforts to connect clients worldwide with the firm’s insights, solutions, and capabilities across retail, wealth, retirement, and institutional markets. Additionally, he will oversee brand strategy and development, public relations, global digital solutions, investment and retirement content, along with global product and segment marketing.
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&Coach
Coach publicized &Coach: an always-on content series co-created with Gen Z communities, creators, and cultural voices. More than a campaign, &Coach represents a new model for luxury storytelling—a platform built through participation and shared authorship from the inside out. Luxury has long sold aspiration through identity—asking consumers to step into a prescribed version of who they should become. Coach is building a different framework for a generation that wants to shape their own identity.
“With &Coach, we’re exploring a new model for how brands build relevance and participate in culture,” said Joon Silverstein, Chief Marketing Officer at Coach. “This generation doesn’t want to inherit a prescribed version of aspiration—they want to shape identity for themselves, and they want to be part of the process. &Coach was built by bringing Gen Z creatives, cultural voices, and hundreds of consumers into the work from day one. It’s a fundamentally different brief, and it changes everything: the stories we tell, the voices we center, and how the platform evolves over time.” Launching with voices including Charli xcx, Malala Yousafzai, Paige Bueckers, Toni Breidinger, PinkPantheress, Avantika, Iga Świątek and KiiiKiii, &Coach unfolds through social-first storytelling shaped by each participant’s own perspective, voice and sense of self.At the center of &Coach are intimate, emotionally resonant moments that feel deeply personal yet universally understood: the first big opportunity, the uncertainty before stepping into something new, the quiet confidence found in moments of transition and self-expression. Across every story, Coach bags appear not as status symbols, but as companions that amplify confidence without defining it. Rather than centering a fixed campaign narrative, &Coach is designed to evolve over time through new voices, perspectives and culturally relevant moments that reflect the participatory, ever-evolving ways Gen Z navigates identity.
&Coach was built through a fundamentally different creative process with a community of Gen Z creative directors and cultural voices spanning art, fashion, film and digital culture, including Sage Adams, Nicole Chui, Danny Cole, Phia Dennis, Henry Kornaros, Made Lapuerta, Alex Lange, Matt Lange, Ameya Okamoto, Terrence O’Connor, Anthony Po, Ramisha Sattar, Reuben Selby, Drew Townsel and Phia Wilson, in partnership with United Talent Agency’s Next Gen Practice and creative agency Marcel. Embedding Gen Z collaborators directly into the platform’s development—from early cultural insighting and concept development to ongoing feedback loops with hundreds of Gen Z consumers globally—&Coach was designed from the inside out.Living across social platforms, including newly launched Instagram and TikTok accounts, @and.coach, the platform will continue to expand through new voices, community participation and culturally relevant moments over time, rethinking not only how campaigns are made, but who gets to author them. -
Choose Chicago
Choose Chicago announced that Chicago will be featured as the exclusive bookable travel destination through a first-ever partnership with Amazon during Prime Day, June 23 – 26, one of the largest online shopping events in the world. Through the partnership, Chicago hotels offering 20% off will be featured in Amazon’s Prime Day Travel Deals experience, with bookings powered by Expedia. Booking availability will extend into the first quarter of 2027. Ahead of June 23, select Choose Chicago hotel partners are also participating in Early Prime Deals offering 10% off. Participating hotels currently include Fairmont Chicago, Millennium Park; LondonHouse Chicago, Curio Collection by Hilton; The Emily Hotel; Moxy Chicago Downtown; The Westin Chicago River North; and others, with more hotels being added daily leading up to the event.
“By partnering with Amazon, Chicago is being showcased to millions of consumers during one of the most influential shopping moments of the year,” said Kristen Reynolds, President and CEO of Choose Chicago. “This is the type of innovative, high-visibility opportunity that allows us to compete more aggressively on the global stage while delivering measurable results for our hotel community. By putting Chicago directly in front of travelers as they make booking decisions, we are driving awareness, consideration, and ultimately visitation—creating economic impact that benefits businesses and neighborhoods across the city.”
