A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- Dos Equis
Dos Equis is unveiling the details of its Masquerade marketing campaign, which kicks off on Sept. 1.The campaign, timed to launch with this fall’s entertaining season, urges adult consumers 21 and older to kick their Halloween celebrations up a notch while inviting them to win a trip to the Ultimate Masquerade Party in Miami. At retail, limited edition Masquerade packaging and compelling offers will help increase sales of Dos Equis Lager, Dos Equis Ambar and other Halloween-related items, driving higher register rings, according to the beer company.”Halloween has become a favorite occasion for adult consumers. More than 60 percent of those 21 to 24 years old will either throw or attend a Halloween party,” said Gwendolyn Boyce, brand director for Dos Equis, Heineken USA. “Halloween spending is on the rise and is expected to outpace 2012 by over 10 percent, resulting in sales of over $8 billion, an estimated $80 per person. Retail activation, led by point-of-sale featuring the limited edition bottles, encourages shoppers to grab a pack to enter the Masquerade Sweepstakes. The campaign will also feature cross merchandising offers from leading brands, such as Kettle Brand Potato Chips, and 1800 Tequila (where legal).Dos Equis Masquerade program will run Sept. 1 through Oct. 31.
- Jamba Juice
Jamba Juice has started one of its biggest-ever marketing campaigns in order to promote its Kids’ Menu that it introduced earlier in the year, according to Advertising Age.The kids’ menu includes four 9-ounce fruit and vegetable smoothies, including Strawberries Gone Banana, Berry Beet It, and Poppin’ Peach Mango and two food items developed for kids: a Pizza Swirl with turkey or a Cheesy Stuffed Pretzel, according to Advertising Age.Elements of the campaign will include a Facebook sweepstakes, with the prize being a trip to tour DisneyToon Studio; in-store and digital marketing; and radio spots. Jamba Juice is also partnering with Walt Disney Co. as its fast food and beverage promotional partner for the animated film Planes. The company would not comment on the cost of the campaign, but it spent only $3.6 million in U.S. measured media during all of 2012.
eBay Enterprise Marketing Solutions, a roll up of nine marketing companies under eBay Enterprise seeks to compete with bigger, more established agency players in end-to-end digital marketing.The newly named eBay Enterprise Marketing Solutions combines nine companies previously operated individually—ClearSaleing, e-Dialog, FetchBack, M3 Mobile, MBS, PepperJam Exchange, GSI Media, Silverling and True Action—into one cohesive unit that will make it easier for marketers to one-stop shop when looking to use digital. One such marketer and eBay enterprise client is Aeropostale.
- Spirit Airlines
Spirit Airlines is contacting agencies about its creative and media business, according to sources.The carrier, which spends most of its marketing dollars online, has a budget of more than $5 million.The incumbent, Siquis in Baltimore, is participating in the process.The airline makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger carriers, with, for example, lower base fares.
- Tate &Lyle
Tate & Lyle, a global provider of food ingredients and solutions, announced the appointment of Gyro as its lead global marketing agency. Led out of its office in Cincinnati, USA, gyro will work with Tate & Lyle to develop and execute an integrated global marketing campaign designed to enhance Tate & Lyle’s position as a leading supplier of speciality food ingredients and solutions to food and beverage companies across the world.
Gain and Telemundo’s hit show La Voz Kids are engaging viewers in a social media activation done in show—and where a lucky viewer could have a starring role! The experience will be took place during La Voz Kids yesterday (Sunday July 21st) at 8 pm EST.
Multi-platinum recording artist and television personality Nick Lachey has signed on to promote Wendy’s new pretzel bacon cheeseburger.As part of Wendy’s marketing campaign for the new offering, Lachey chose his favorite social media posts using the hashtag #PretzelLoveSongs and sang them to a national online audience earlier this week. He also sang two of his hit songs, “I Do” from 98 Degrees, and “This I Swear” from Lachey’s debut solo studio album “SoulO.”The 360 marketing campaign for the pretzel bacon cheeseburger includes national TV, radio, Hispanic TV, radio, digital and social media, restaurant merchandising and outdoor billboards. The campaign also includes Hispanic advertising adapted for the first time. Wendy’s “Mucho Mejor” campaign includes both TV and radio creative tied to the cheeseburger. “Mucho Mejor” loosely translates as “Much Better,” and is consistent with Wendy’s brand messages.This is the first time, Wendy’s is adapting the Hispanic advertising for national U.S. media.
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