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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- Radisson
Radisson has appointed Solve its agency of record following a review, Mediapost reports. Solve will handle global brand positioning and identity, media buying and messaging across traditional, digital, and social channels. Radisson ad spending stood at US$1.9 million in 2014 and US$1.4 million the first nine months of 2015, according to Kantar Media.
- Anheuser-Busch:Estrella Jalisco
The competitive imported Mexican beer marketplace will get a new player with Anheuser-Busch InBev bringing the Estrella Jalisco brand to the United States. The 106-year-old Pilsner brand was first brewed in the city of Guadalajara, the capital and the largest city in the Mexican state of Jalisco.Estrella Jalisco’s packaging reflects its roots with the red, blue and yellow color scheme inspired by the flag of Jalisco, and the crest on the label inspired by the coat of arms of the city of Guadalajara. Anheuser-Busch InBev is betting on Hispanic consumers who will recognize and be familiar with the brew. The brand will be distributed in 10 states, including California, Texas, Illinois, New Mexico and New York.Anheuser-Busch began limited distribution of Montejo, another beer from the Grupo Modelo portfolio, in 2014. Montejo was similarly positioned as “authentically Mexican,” but the brand’s largely regional status within Mexico limited its ability to catch on here in the U.S.
- Chipotle
With help from Avocados From Mexico, Mexican Grill Chipotle will give customers the chance to win free chips & guacamole, one of its most popular items, in an effort to bolster sales, Adage reports.In order to win, customers need to play an online “Guac Hunter” game in which they are supposed to quickly spot several differences between very similar pictures. Chipotle incorporated assets and facts provided by industry marketer Avocados From Mexico into the game.In between the rounds, the site will offer some education about avocados. Chipotle hopes the game will appeal to those who have enjoyed its guacamole in the past.Those who play the game can share their contact information to get a text good for a free order of chips and guacamole at any Chipotle restaurant in the United States or Canada. The game will run through March 31.Chipotle’s other marketing strategies include sending 21 million pieces of direct mail, with food offers that run through May 15, and billboards up in major markets such as Chicago, full-page print advertisements and its upcoming Cultivate festivals.
- Carnival Corporation
Carnival Corporation & plc, the world’s largest leisure travel company, has announced that Cuba has granted approval for the company to begin travel to Cuba starting on May 1, 2016. Following U.S. authorization granted in July 2015, Carnival Corporation is now cleared to operate the 704-passenger MV Adonia to Cuba through its newest brand Fathom. This marks the first time in over 50 years a cruise ship is approved to sail from the United States to Cuba.During each sailing, Carnival Corporation through its Fathom brand initially will visit Havana, Cienfuegos and Santiago de Cuba, three ports of call for which Carnival Corporation has obtained berthing approval.As part of this historic sailing in this inaugural year, travelers will enjoy an exciting Cuban experience and will sail aboard the 704-passenger MV Adonia, where they can choose to partake in onboard experiences, including Cuban- and Caribbean-inspired music and film options, as well as Cuban-inspired menu options.
- Southwest Airlines
Southwest Airlines confirmed that it has concluded its digital agency review by sending portions of its business to RPA and OgilvyOne, the consumer engagement wing of the WPP shop. Incumbent VML declined to participate in the review conducted by SRI, and news of the win means that Publicis’ Razorfish–which played the tech support role, redesigned the homepage and participated in the most recent RFP–will no longer work on the account moving forward. GSD&M continues to be Southwestern Airlines creative AOR. The Austin, TX, basesd agency recently expanded its share of the business by winning responsibility for the Rapid Rewards program.
