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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.

    • Kool Aid
      Kool-Aid unveiled a comprehensive brand campaign called “Smile. It’s Kool-Aid,” which introduces a new look and feel for the brand and a makeover for its famous spokespitcher, Kool-Aid Man, all timed to the product launch of Kool-Aid Liquid Drink Mix. Previously a costumed character, the new lifelike Kool-Aid Man is technologically advanced, CGI-generated and more interactive and colorful than ever. In addition to his iconic tagline “Oh Yeah!” he will now have his own characteristic sound, expanded vocabulary and developed personality. And like any digitally-savvy celebrity, Kool-Aid Man will have his own personal Facebook page, launching on April 15, where he will interact directly with fans like never before.The new campaign, produced by Saatchi & Saatchi New York and VSA Partners of Chicago, showcases the new CGI-generated Kool-Aid Man in television print, online and mobile creative. The print and television campaigns, geared toward moms, offers insight into Kool-Aid Man’s personality and a first glimpse into his daily life: trying to decide which of his 22 flavor “outfits” to wear, working out at the gym, buying flowers and interacting with neighbors, and of course, breaking through walls. In June, for the first time ever, Kool-Aid will launch a new Android- and iOS-enabled Kool-Aid Man PhotoBomb mobile app, which will enable fans to superimpose different images of Kool-Aid Man into their personal photos. PhotoBomb users can move, scale and manipulate images to allow Kool-Aid Man to integrate seamlessly into any photo opportunity. All photos will be shareable across all popular social media platforms (Facebook, Twitter and Instagram).Timed to the campaign launch, the brand introduces Kool-Aid Liquid, a sugar-free liquid drink mix that you squeeze into water to create delicious Kool-Aid flavor. The 1.62 fl. oz.-sized bottles, shaped like the Kool-Aid Man, give you the power to carry 24 servings with you in your purse or pocket. Available in four great-tasting, favorite flavors: Tropical Punch, Cherry, Grape and Orange, Kool-Aid Liquid is available in the beverage mix section of mass market and grocery stores nationwide. “When we conceptualized the campaign, we knew that fun and flavor needed to be at the core of everything we did,” said Erica Rendall, Senior Brand Manager at Kraft Foods. “People know and love Kool-Aid, and the new liquid drink mix is a fun, flavorful evolution of the brand our customers love. Just as the liquid has evolved, Kool-Aid Man has a new look and attitude, and he’s sure to deliver smiles to the whole family.”


    • Philadelphia Phillies
      Spanish Beisbol Productions Philadelphia Phillies Spanish-language play-by-play will air on CBS Radio Oldies Wogl’s “Phillies 24/7” HD-4 channel starting on May 3rd. CBS Radio SVP/Market Manager Marc Rayfield said, “We are excited to reach a new and growing audience with these broadcasts as we continue to expand our partnership with the Phillies.” “It is important for us to be able to speak to all of our fans, and I am very happy that CBS RADIO has decided to partner with us in increasing our connection with the Latino community,” said Phillies SVP/Marketing and Advertising Sales David Buck.


    • Modelo Brands
      Modelo Brands is inviting beer fans to celebrate Cinco de Mayo with new promotions as the holiday approaches.Fun and festive retail promotions for Corona Extra and Corona Light, the No. 1 imported beer family in the United States, and Modelo Especial, the No. 3 imported beer, will encourage consumers to celebrate authentically and help retailers ensure they kick off the summer selling season with a bang, according to the brewer.The “Corona de Mayo” promotion runs through May 5 and features new point-of-sale (POS) materials designed to remind consumers that Cinco de Mayo is the first party of the year and the official start of summer. Corona and Corona Light will also partner in the off-premise with Sauza Tequila, Wholly Guacamole, Herdez, Frank’s Red Hot, Snyder’s and Mahatma to help deliver higher register rings and higher margins for retailers, according to Modelo Brands. Instant redeemable coupons and mail-in rebates will be offered with the combined purchase of partner products and a Corona/Corona Light 12-pack or larger, where legal.In addition, Modelo Especial is launching the “Celebremos Cinco de Mayo” retail promotion. Premium, bilingual POS items are designed to blend a fresh modern look with traditional Mexican themes that showcase Modelo’s high-end, imported status.”Cinco de Mayo is the second largest selling period for Corona and it presents an excellent opportunity for the Modelo Brands to help retailers increase sales and profits, and gain momentum moving into the summer selling season,” stated Kevin Kramnic, vice president of promotional marketing for Crown Imports, a joint venture that imports, distributes and markets several beer brands, including the Modelo portfolio. The campaign will reach broadcast on April 15. Its new TV spots are available to view on Corona Light’s brand channel at

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.


Portada Staff

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