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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Jägermeister, the spirit brand that is deeply rooted in history and heritage, has announced the launch of the brand’s first campaign ever developed to reach America’s fastest growing population, Hispanics. “Sin Igual,” which translates to “Like No Other,” is a unique campaign that parallels the shared passion, uniqueness and cultural roots that both the liquor and Latinos proudly share.Jägermeister is embracing the importance of celebrating the cultural diversity of our consumers. Staying true to the brand’s daring authentic and iconic spirit, the “Sin Igual” campaign was developed by following a non-traditional approach of randomly selecting every day Latinos while out with friends. Without any styling, makeup, model casting or the formal setup of a studio, the campaign now features the faces of Juan Salas Jr., Aaron Alexander Correa, and Andres Leyva, who embody the cultural diversity, essence and untold stories that Jägermeister proudly celebrates. With a keen focus on Houston, where 44 percent of the population is Hispanic according to the U.S. Census, Jägermeister’s Sin Igual campaign features out-of-home billboards in high visibility intersections, social sharing of #SINIGUAL, and an experiential showcase from February through March, inviting consumers to participate in real-time photo shoots to be featured on Jagersinigual.com. Join the social conversation using #SINIGUAL or at Jagersinigual.com.
KFC has launched a new broadcast initiative showing how KFC’s chicken nuggets are the nuggets kids didn’t know they were missing, until they tried them. The campaign includes both broad market and a new Hispanic initiative, the latter created by Louisville-based ad agency Scoppechio.In the Hispanic spot, entitled “Let’s Talk,” children take a second to talk directly to their parents through the camera and tell them how much they enjoy KFC’s popcorn chicken nuggets. Amazed by how crispy and crunchy the nuggets are, the kids ask why they weren’t given them before. One girl even states, “With these nuggets, I don’t need any toys.”The spot was originally based on the core idea of the general market campaign entitled “Outraged Kids.” In this version, kids were upset with their parents for being fed less satisfying chicken nuggets.The spot airs nationally February 2-22 on Univision, Galavision, UniMas, Telemundo, Azteca, Fox Deportes, Espn Deportes, Mun2, Discovery en espanol and Estrella TV.
- American Standard
American Standard has released a series of new commercials by 22squared.One of them opens with a woman speeding into a parking lot in a station wagon and cutting the wheel sharply, leaving tracks. A second spot features an elderly couple eating outside on their patio. The husband squeezes a plastic ketchup bottle that splatters—with a Whoopee-cushion sound—all over his shirt. Yet another opens with a woman piggybacking on her boyfriend’s back and repeating, “I love you!” The boyfriend says, “No one likes a clinger. “The ads debut Feb. 2 on cable networks including History and the Discovery Channel, as well as on Scripps nets like HGTV and DIY; American Standard did not seek out broadcasters, but the spot will appear on NBC.com. Projected ad expenditure for the campaign is US$5 million.
- Papa John’s
Pizza chain Papa John’s has selected Interpublic’s Initiative as its new media agency. Initiative’s will focus on strategy and buying for digital and traditional media and social.The pizza retailer spends about US $130 million on ads annually, according to Kantar.The selection came without a formal review. The incumbent was Zimmerman Advertising, a Fort Lauderdale, FL-based agency. Initiative will handle the account out of its New York office.
- Honda: looking to include TV spots
Honda launched a new campaign, aimed at the Hispanic market, for its 2015 Honda CR-V. The campaign, which is scheduled to run through the end of April, includes a big emphasis on video pre-roll promotions and native video ads; the agency couldn’t disclose the specific media properties for the ad buy. It will also run with paid amplification on Twitter, using its established @HondaLatino handle, as well as #CRVSueños. While this was conceived as a digital campaign, Honda liked the footage so much that it also hopes to create a 30-second TV spot – and carve out a budget to air it. Television placements will be handled by MV42, Mediavest’s multicultural desk, according to Orcí . (Read today’s feature: Honda Invites Parents to Let Their Kids Dream Big.)
Dior’s new spot features Natalie Portman as a runaway bride.In the spot,Natalie Portman walks halfway down the aisle before abandoning her black-and-white world to escape with her helicopter-pilot boyfriend.The ad is titled “It’s Miss, Actually,” for the latest Miss Dior fragrance.The spot was a Anton Corbijn’s effort.
The fast food brand has released the new spot ‘Fall in Love’, in which a couple celebrating Valentine’s Day, enjoy the new Monterey Chicken Melt at Subway. The Monterey Chicken Melt is made up of melted cheese and delicious grilled chicken, no artificial preservatives or flavors included. The spot was developed by agency NBS. Group M buys media for Subway.
Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at [email protected] SEE A DEMO OF THE DIRECTORY!