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.
- Avocados From Mexico
Avocados From Mexico (AFM) is kicking off fall football season and gearing up for Hispanic Heritage Month with a targeted line-up of retail promotions, continuing to grow the category while encouraging avo-lovers to “Savor Every Moment” with complementary products for every occasion.The brand is making a stronger connection with shoppers at retail with the launch of its new communications platform, “Savor Every Moment.” To celebrate the “Savor Every Moment” launch and highlight the fall football season, AFM returns with the “Tastiest Tailgate” program, in partnership with Lime-A-Rita®. The program aims to inspire fans to throw the tastiest, most original, crowd-pleasing tailgate and home-gate feasts with the ultimate go-to’s for any game day celebration: creamy AFM guacamole and an ice cold Lime-A-Rita®. Kicking off on September 16th, National Guacamole Day, Avocados From Mexico will be distributing approximately 700,000 coupons via Facebook to recognize the promotion period and to help encourage consumers to celebrate the holiday. Running through December 31st, the “Tastiest Tailgate” program offers 360° campaign support to increase sales, lift and inspire avocado consumption through store merchandising, consumer savings, in-store radio, digital support, and retail-specific programming.
Lexus has released its´“A Product of Mastery” national campaign for its seventh-generation ES luxury sedan. The campaign includes hero TV spot, “Stolen,” created by AOR Team One, and another 30-second TV spot dubbed “Why Bother.” A series of three digital videos, which will run on paid social and digital this fall, focus on elements of the new ES. Walton Isaacson created original TV spots for black, Hispanic and LGBTQ audiences. IW Group handled the adaptions and translations of the general market creative to target Chinese, Korean, and Asian Indian segments via traditional and non-traditional media, including in-language paid search, streaming, and social, according to the automaker.The national TV spots will air during high-profile prime-time, cable, late night and sports programming. Digital elements include a homepage takeover on The Hollywood Reporter in conjunction with the Emmys, digital and app banners on Yahoo Sports, and segments on ESPN’s Fantasy Focus Football podcast, according to Mediapost. Print ads will run in high-end lifestyle and home design publications. Out-of-home will include high-profile video placements in Capital One Arena (Washington, D.C.) and Times Square.The campaign will run through Oct. 31.
Ford Motor Company has awarded lead creative duties on its upcoming Fall brand campaign to Wieden + Kennedy, the company confirmed.This news comes as the automaker nears the end of a review that was launched in April and encompasses the most visible portions of its massive global advertising business. The review is still active and expected to close in the fourth quarter of 2018. Ford is not only one of the world’s largest advertisers, it is also the holding group’s biggest client.WPP has been Ford’s primary advertising partner for 75 years. The holding group later combined teams from JWT, Y&R, Wunderman, Ogilvy, MEC and Mindshare to create a dedicated Ford division called Team Detroit, which then became Global Team Blue(later GTB). It now maintains 49 offices around the world. GTB handles creative and media for Ford. The competitive review, which kicked off in April, does not include media but creative, brand strategy, creative and design.
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 Isabel@portada-online.com.
- Ulta Beauty
Ulta Beauty, one of the largest beauty retailer in the United States, has unveiled a new campaign, which includes a video featuring a diverse cast of different ages, ethnicities, sizes and genders and the tagline “The Possibilities Are Beautiful,” Ad Age reported. The effort replaces an “All Things Beauty, All in One Place” platform launched by the brand in 2015, and aims to redefine how beauty is portrayed.The campaign launches with 60-, 30- and 15-second national TV commercials and a 30-second Spanish-language version. Longer spots to run online will include a male makeup artist and male fashion designer. Featuring more realistic images of beauty is part of Ulta’s strategy to increase sales and continue to grow its loyalty membership base, which now numbers nearly 30 million and has helped the brand stand out, according to Ad Age. The latest campaign is Ulta’s first with McCann New York, which it selected for creative duties in November after a four-month review. The retailer tapped MullenLowe’s Mediahub for media, and previously worked with Mullen on creative. The company rolling out Spanish-language versions of the new spots might help win over Hispanic consumers, who are frequently under-served by marketers and over-index on cause-related purchases.
- Beauty Pie
Beauty Pie, a beauty buyer’s club that sells luxury-made makeup for drugstore prices, has appointed The Beyond Collective agencies, Above+Beyond and Yonder Media, as the brand’s first creative and media AORs respectively following a competitive review. This account assignment will introduce Beauty Pie’s first traditional advertising both in the UK and the U.S. The media for the digital launch will be managed by Above+Beyond’s sister agency Yonder Media, run by Ed Cox formerly of Havas Media.
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 Isabel@portada-online.com.