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.
- Miller Lite
Costa Mesa, Calif.-based Casanova-Pendrill has landed the Hispanic advertising business of Miller Lite. The news, first reported by Advertising Age, comes after a review that took several months. Prior to Casanova-Pendrill, the Miller Lite account was handled by Houston-based Lopez Negrete Communications.
Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, sources told MediaPost. Those duties, which were shifted without a formal review, had previously been handled by WPP’s Mindshare. The latter agency had handled the account for the past eight years. The company spent an estimated $550 million on ads worldwide in 2011, according to sources.
CDC (Center for Disease Control) just announced the newest HIV testing campaign campaign under the CDC Act against AIDS initiative REASONS/RAZONES. The bilingual campaign is the agency’s first national effort to encourage HIV testing among Latino/Hispanic gay and bisexual men, who are among those hardest hit by HIV in the United States. The campaign also includes information about accessing fast, free, and confidential HIV testing. The campaign’s bold images will appear in mobile and online advertising, national and local print and outdoor/transit advertising and will be the focus of a media relations effort to generate print and broadcast news stories. The campaign asks gay and bisexual Latinos “What’s your reason?/¿Cuál es tu razón?” for getting an HIV test through a series of campaign materials that feature men sharing their personal reasons for getting tested for HIV. REASONS/RAZONES uses images of family, friends, and partners to emphasize a strong sense of self, family, and community.
- JAKKS Pacific
U.S. toymaker JAKKS Pacific, Inc. announced a deal with Televisa and Univision Communications to further expand its licensing relationship for the “El Chavo” brand. As part of this new agreement, JAKKS will have rights to manufacture, distribute and market consumer products inspired by “El Chavo,” the highly popular comedy series that airs in the U.S. and in Spanish-speaking countries worldwide. Currently the North American Master Toy licensee, JAKKS will now have rights to various product categories that extend well beyond toys. These categories include party supplies, back-to-school, home décor and bedding, housewares, health and beauty and apparel accessories. The most-watched television sitcom in Mexican history, “El Chavo” was made famous by comic Roberto Gómez Bolaños over four decades ago.
To launch the new 2014 Lexus IS sport sedan, the automaker week debuted several new TV spots last week, including Intense, targeted to Hispanic audiences. The new spots “celebrate the independent spirit of the IS,” and were produced to appeal to different audiences: Two general-market spots (Crowd and Color Shift) were created by Lexus’ agency of record, Team One. Two other spots, targeting African-Americans and Hispanics, respectively were developed by the automaker’s multicultural agency Walton Isaacson.
Convenience store retailer ampm is sponsoring Alianza de Futbol events in California and Arizona. It marks the second time the two are teaming up for events in California and the first time in Arizona. “It’s an uplifting and rewarding experience to support children and young adults in the Hispanic soccer community,” said Donna Sanker, ampm marketing vice president. Qualifier events will be held in San Francisco Long Beach, Santa Ana, Oxnard, Palm Springs, Calif. and in Phoenix. The main showcase events will be held at the San Bernardino Soccer Complex in San Highlands, Calif. on Aug. 3-4 and Aug. 10-11. Founded in 1978, Los Angeles-based ampm has more than 950 convenience stores in California, Oregon, Washington, Nevada and Arizona. Alianza de Futbol is an Hispanic soccer association in the United States, and specializes in scouting, sustaining and advancing amateur players to the next level in their sporting careers.
- Taco John’s
Taco John’s is deploying the FreedomPay Commerce Platform across more than 400 locations in a bid to position the West-Mex quick service restaurant chain for nationwide recognition and growth.”The FreedomPay Commerce Platform is an important foundation for our plans to drive growth and increase the long-term value of the business,” said Taco John’s CEO Jeff Linville. “Our new platform will allow us to better connect with
our customers in today’s increasingly hyper-connected world.”With the
cloud-based FreedomPay Commerce Platform, Cheyenne, Wyo.-based Taco John’s can now leverage on-demand access to applications and services anytime, anywhere including gateway payments, incentives, loyalty and enterprise security solutions.
- Tyson Foods
Tyson Foods Inc. acquired the assets of Circle Foods LLC, a producer of Mexican foods, from Montreal investment firm Claridge. This continues the company’s strategic expansion of its value-added foods portfolio.The deal, which gives Springdale, Ark.-based Tyson Foods a Mexican food factory in southern California, was completed on June 1. Terms of the deal were not disclosed.According to a company news release, Tyson Foods does not plan any significant operational changes and intends to keep the existing Circle Foods management and production team in place to grow its business. The operation currently has approximately 600 full-time employees.Circle Foods’ 159,000-square-foot facility in San Diego was built in 2008 and produces burritos, chimichangas, enchiladas, quesadillas, tacos and tamales, as well as tortillas and Indian flatbreads.
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