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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- JC Penney
The retail chain JC Penney is launching for the first time an extensive World Cup soccer campaign that specifically targets Hispanic women , according to an Ad Age report.This a major step for JC Penney, a main sponsor of Univision’s World Cup coverage, as Hispanics account for double-digit percentage of store sales and are expected to be the single biggest source of growth for the retailer in 2014.
Starbucks has replaced its´ incumbent media agency of six years, Omnicom’s PHD, with Starcom MediaVest Group’s Spark, according to an Ad Age report. This means a major win for Spark as Starbucks spent about US $95 million on U.S. measured media in 2013, according to KantarMedia.
Health insurance provider Cigna will move its´ creative and media accounts from incumbent Hill Holliday to OMD and McCann respectively. OMD reportedly beat out UM, while McCann beat out DDB.This switch comes about a year after Lisa Bacus joined Cigna as global chief marketing officer.
Jewel-Osco will open the soccer season offering food tips for soccer viewing parties, staging player appearances and offering free gifts and prizes from June 7 through July 12 at five Chicago area stores including Chicago, Waukegan and Elgin, IL. St. Augustine College Chef Rafael Perez and his culinary students will be on-site to prepare authentic recipes like Soccer Ball Cake Pops and Pollo Pibil. Sponsored by Quaker, players from the Chicago Fire Soccer Club will make guest appearances and sign autographs for any shopper who attends. Participating brands like Bush Brother’s, Mondelez and Clorox will provide prizes, including official soccer jerseys and game tickets.
- Kroger Co.
Kroger Co. will display banners across the country featuring Mexican foods and dishes across fresh departments during three weeks of events this June.”Savor World Flavor: Taste of Mexico” will include new product selections, cooking demonstrations and food sampling from June 1-22. However, events will vary by location. Kroger’s stores with Starbucks cafes will feature a Horchata Frappucino for a limited time and in center store, Kroger will feature Mexican brands and products like Paletas (ice pops made from fruit), Crema Mexicana (buttery-rich table cream for entree toppings), Mexican Coke (sweetened with cane sugar), Cajeta Coronado (caramel topping made from goat’s milk) and Arcoiris Cookies (marshmallow and vanilla stacked cookies).To search dates and times of local events, customers can visit www.experiencesavorworldflavor.com.
Twitter has released a World Cup video and brand campaign encouraging consumers to use the service during the upcoming World Cup games.This video,which was created by Goodby Silverstein & Partners, will introduce the slogan, “Love Every Second,” that is likely to appear in future brand marketing.
Wrangler is introducing a new line of denim called “Red”, which targets millennial men. Unlike traditional Wrangler jeans, Red is geared for style and a US $20 low price. These pants will be sold in four fits: Vintage Skinny, Vintage Slim, Vintage Straight and Vintage Boot. The line will be marketed with a 100% digital campaign to reach younger customers and keep the brand strong and relevant. The clothing will be available this summer at Walmart, Walmart.com, and Wrangler.com. The launching comes in a time when all men’s apparel sales grew from 5% to US $60.8 billion in 2013 to 12% to US $4.8 billion, according to NPD Group.
CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 1-212-685-4441 or e-mail him at email@example.com