A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.
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- Constellation Brands
Constellation Brands is expanding its core Corona brand with new launches that appeal to a wider range of consumers and occasions – including the nationwide US rollout this month of premium alcohol-spiked refresher Corona Refresca. This month, it is rolling out the beverage across the US, in the existing guava lime and passionfruit lime 6 packs, alongside a new variety 12 pack with a new coconut lime flavor.It targets men aged over 35 who want to trade up their beer choice, and differentiates itself from Extra and Light as a low carb and low calorie variety suitable for ‘the mature, sophisticated consume’.In its second year, Constellation will increase the marketing investment for Premier, in both English and Spanish. TV advertising will air from March to October with a focus on sports, including with the US Open golf tournament, which it is sponsoring through at least 2021.Corona Premier will also launch additional packaging formats with 18 pack bottles to provide trade-up opportunities in larger format channels; as well as the national launch of Corona Premier Draft to boost on-premise sales. The Corona portfolio is brewed in Mexico by Constellation Brands and imported and marketed in the US by the company. It has been the top imported beer in the US for more than 20 years and the number five beer brand overall.Corona has been experimenting with Corona Refresca – a premium alcohol-spiked refresher – over the past year in three test markets.
Tire Group International L.L.C. (TGI) is adding UHP, SUV, SUV-UHP and M/T patterns to its Cosmo brand as it gears up to launch the brand to U.S. customers.The new lines will carry some rather unorthodox names — Sexy Beast UHP, Kitty Kat SUV UHP, Chubby Nubby M/T and El Jefe H/T SUV — thanks to market research TGI conducted that revealed that consumers are more apt to remember a brand if they connect with it on a personal level. The new product names play off the Cosmo brand’s Tiger logo/mascot.TGI launched Cosmo in 1994 initially as a bias-ply light truck tire brand and has marketed it predominantly to its Latin American/Caribbean customer base since while adding radial passenger, light truck, medium truck, etc. lines.The Miami-based wholesaler expanded the brand’s reach last year to Europe, and plans to market it throughout the U.S., according to Rick Wheeler, who was hired recently as vice president of national sales, a newly created position.TGI anticipates building the brand slowly but steadily in the U.S., Mr. Wheeler said, stressing the strategy will be “quality over quantity” in terms of establishing and building relationships with customers.Parallel to the firm’s efforts to build a distributor base, TGI is planning a nationwide consumer marketing campaign targeting the millennial, female and Hispanic demographics.
- Pancheros Mexican Grill
Pancheros Mexican Grill, a fast-casual burrito chain with more than 70 locations across 13 states, announced the launch of a new brand campaign focusing on its fundamental differences from other fast-casual Mexican concepts: its fresh-pressed tortillas, perfectly-mixed burritos and fan-favorite queso.Created by Planet Propaganda, a Madison, Wisconsin-based design and advertising agency, in conjunction with Panchero’s in-house marketing team, the campaign embraces Pancheros’ “IT” factors, leaning into its key differentiators through a series of content tailored for TV, video, social media, digital marketing and audio channels.Launching this month, the brand campaign will run through the end of the year, solidifying Pancheros as the burrito brand leader in the fast-casual market. The campaign is part of a robust marketing strategy revamp, as the brand continues to scale its marketing efforts for widescale growth in 2019. The chain was founded in 1992 by Rodney Anderson, starting in Iowa City, Iowa.
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Toyota launched the “Greater Than” campaign for the world’s best-selling nameplate, the sleek, all-new 2020 Toyota Corolla. The campaign is a perfect reflection of the Corolla sedan’s bold new look and its bumper-to-bumper, wheels-to-roof transformation. With more than 46 million Toyota Corollas sold globally, the all-new Corolla sedan inspires a campaign that invites drivers to embrace the ever-changing world and live the life they want.The fully integrated campaign follows the Total Toyota (T2) cross-agency model, a cohesive marketing approach with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend with Zenith Media responsible for TV and Outdoor media buying. A series of 30-second and 60-second broadcast and digital spots were created using multicultural insights aimed at a transcultural mainstream audience. The spots highlight specific vehicle features while inviting drivers to stay inspired by choosing the road less traveled.The “Greater Than” TV spots will air across high-profile prime programming including NBC, CBS, FOX, ABC, BET, Telemundo and NBA Draft; interactive video units with Hulu, Freeform and YuMe; integrated media partnerships with Billboard Latin Music Awards, Hola Mexico Film Festival, MTV Video Music Awards, ComplexCon, ComicCon, KCON and Gaana Music Festival; print media includes Conde Nast properties, People en Español; digital content includes Eater, CBS This Morning, Hulu, Vevo, Hulu Latino and Fusion Media Group. Additionally, spots will air within select movie titles in theaters nationwide in conjunction with National CineMedia.