A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.
Mediacom, part of WPP and GroupM agency, has won the Adidas US$300 million media account. The appointment puts an end to agency Carat’s nearly 20-year relationship with the brand. Carat had handled media planning and buying for Adidas in the U.S. and U.K. for 19 years. This is a huge win for MediaCom and its holding company WPP.
- Constellation Brands
Corona Premier and Corona Familiar – the first major Corona innovations in over 25 years – are already exceeding sales expectations, according to Constellation Brands. The beer marketer is also experimenting with premium refresher Corona Refresca in test markets. Corona Premier and Corona Familiar were launched last March in Constellation Brands´ major Hispanic markets. Corona Refresca, which comes in guava lime and passionfruit lime flavors, is marketed as a “premium spiked refresher” targeting women from 25 through 29 years old. The Svedka seltzer borrows the name of Svedka vodka, which is owned by Constellation. Corona Refresca was recently introduced in a handful of local markets, before deciding to go national, supported by English and Spanish language tv campaigns. Constellation took a similar approach with its new low-calorie Corona Premier brand, which was sold in regional markets before going national this year. The Corona Portfolio is brewed in Mexico by Constellation Brands and imported to the US by the company.
Publix Supermarkets Inc. has entered into an agreement with Idaho based Albertsons to buy three Safeway stores in Florida. Financial terms of the agreement were undisclosed, Abasto has reported. The three locations will continue operating under the Safeway banner until early September and will have grand opening dates with the Publix banners within the fourth quarter of this year.In 2008, Albertsons sold off most of its Florida stores, including 49 stores in a single deal to Publix, but held on to three locations in Altamonte Springs, Largo and Oakland Park. Now, with this deal, Albertsons will have no retail presence in Florida.Publix is Florida’s largest supermarket chain and currently has 1,187 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at [email protected].
- California Milk Processor Board (CMPB)
Gallegos United has released its first work for the California Milk Processor Board (CMPB) after winning the account from Goodby, Silverstein & Partners, Mediapost has reported. The new campaign, called “You Can Always Count on Milk,” shows a lack of demographic checkpoints as the brand wants to reflect that today’s market doesn’t need demographic silos in order to be “culturally attune.” The first phase of the new campaign includes TV, with spots both in English and Spanish, as well as a newly redesigned gotmilk.com. The campaign will run across online video, social media, retail point-of-sale, mobile push notifications, and, for the first time, search engine buys to link up with parents seeking questions like “how much milk can I serve my child?” or “is milk healthy for me? “The iconic Got Milk? tagline will continue to be placed at the end of the ads due to its “strong brand equity.”
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at [email protected].