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.
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- General Motors
The American multinational corporation General Motors is planning to target a number of buyers with its new mid-size pickup trucks “Colorado and Canyon”, specially the Hispanic Market. Carat is General Motors media buying and planning agency.According to Chevrolet Colorado marketing manager Tony Johnson, the company is also targeting wide-ranging vehicle segments with the new trucks, expecting to steal buyers from crossover SUVs and full-size trucks.The Colorado and Canyon’s main targets will be the similarly-sized but elderly Nissan Frontier and Toyota Tacoma. Both Colorado and Canyon trucks will go on sale in the fall. Two engines will be initially offered: a 200 horsepower 2.5-liter four-cylinder and a 305 horsepower 3.6-liter V6.
- NESTLÉ® LA LECHERA®
NESTLÉ® LA LECHERA® , Sweetened Condensed Milk, and Chef Pati Jinich, host of the PBS show Pati’s Mexican Table and author of the cookbook by the same name, have announced a partnership to provide new and traditional experiences to inspire Latina Moms through snacks, desserts, breakfasts and treats. Every month between August 2014 and July 2015, the brand will share an exclusive two-minute video of Jinich presenting a new recipe and what her personal inspiration was for developing it for her family. This and the remaining clips and recipes will be shared and promoted across La Lechera’s digital assets (LaLechera.com, Facebook, Twitter and soon-to-launch YouTube), and Jinich’s online platforms (including her blog, Facebook, Twitter, Instagram and Pinterest).As part of her partnership with La Lechera, DC-based Mexican chef Jinich will also make a series of online and offline appearances and incorporate La Lechera as a sponsor of the third season of Pati’s Mexican Table. The program will also be supported by digital and social media. Consumers and media are encouraged to follow along online via #LaLechera.
- Coors Light
Coors Light is launching a new campaign. The new ads created by WPP agency Cavalry are expected to debut in mid-September. MillerCoors chief marketing officer Andy England gave few hints about the new advertising except that it would get “back to the basics of what we know works with Coors Light.” It is believed it will put more emphasis on the “refreshment” side of the “cold refreshment” equation. Recent ads have been overloaded with cold imagery, featuring so-called “explorers” retrieving Coors Light bottles, cans and pints from icy mountain peaks or underwater frozen caves.Below the “Scuba” commercial video:
- Mayweather Promotions
Mayweather Promotions has announced that it will retain the services of Pinta, a cross-cultural marketing firm, to assist efforts to market the company. Pinta, which means “paint” in Spanish, targets general market consumers in diverse communities, first-generation Hispanics nationwide, and U.S.-born, English-dominant and fully-acculturated Latinos. Pinta has offices in Miami, New York, and Los Angeles and will offer a wide array of services to reach this key audience through public relations, digital, social, research, grassroots, and experiential strategies. Their immediate responsibilities will be to assist with media outreach for two upcoming action packed events that are scheduled to take place in the near future.
Anheuser-Busch, American brewing and manufacturing subsidiary of Belgium-based Anheuser–Busch InBev , will now import Montejo. The launch of Montejo marks the first import from Mexico to the United States by Anheuser-Busch.Montejo is brewed at Cerveceria Modelo S. de R.L. de C.V. in Tuxtepec, Oaxaca, Mexico. Anheuser-Busch efforts behind Montejo’s launch in California, New Mexico, Arizona and Texas include an integrated advertising and marketing campaign with Hispanic targeted radio, digital, print, experiential and outdoor advertising. Los Angeles, Houston and San Antonio residents will also catch a glimpse of one of Mexico City’s most iconic images – classic VW Beetle “vocho” taxicabs – delivering Montejo samples to legal-age adults during various local events and festivals.In Los Angeles, Montejo will sponsor the GRAMMY award-winning Los Tigres del Norte – a norteño-style ensemble band based in California.
The fast food chain has been running a number of sponsored creative ads on Instagram promoting its Bacon Clubhouse Burger , which are aimed to target a millennial audience. McDonald’s picked Instagram to grab the attention of smartphone-toting youngsters. However , the ads are generating many negative comments from users who were upset at seeing McDonald’s ads in their news feeds, according to Adweek .McDonald’s has had similar experiences with promos it ran on Twitter. Instagram was looking to expand its advertising and draw more marketers in, but after this , the social net could have second thoughts about it.
Lamar Advertising Co.’s has purchased Marco Outdoor Advertising, which owns over 150 signs around New Orleans, including six digital displays. The acquisition strengthens Lamar’s presence in the south, especially in the region’s metro areas. Terms of the deal were not disclosed.The Marco signs are concentrated along major roadways around New Orleans. Lamar has been making strategic acquisitions to extend its reach across the southern half of the U.S. Last August the company announced acquisitions across the Southwest and California, among them Empire Outdoor’s roadside billboards in Riverside, San Bernardino, and San Diego counties, as well as in the L.A. metro area and the Inland Empire region, extending to the Nevada and Arizona borders.
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