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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- SATA Airlines
This summer, SATA Airlines will offer daily flights from Boston to Portugal, for the first time ever. From June until September, the Airline will expand its weekly service to the Azores to a seven times a week flight from Boston Logan Airport to Ponta Delgada continuing on to Lisbon on Sundays, Tuesdays, Fridays and Saturdays. The airline will also offer weekly direct flights from Boston (on Wednesdays) to Terceira Island and Porto, via Ponta Delgada. Non-stop flights to Lisbon will be offered every Thursday and Friday.
Coke is planning to increase ad spend by US $1 billion over the next three years, on top of its annual US $3.3 billion in ad spending worldwide, mainly to promote soda, WSJ reported. Even though consumers have steadily been drinking less Coke brand products , the company obtains about 75% of its global sales volume from carbonated soft drinks. Coke executives believe soda sales can be reversed with the right type of marketing. And to do so, they count with the support of their largest shareholder— Berkshire Hathaway chairman Warren Buffett.
Timberland has selected Assembly, the new agency that was recently formed by the merger of MDC’s TargetCast and RJ Palmer, to handle media planning, buying and strategy duties to move toward a more digital-centric strategy,as said by Ad Age. Timberland US $50 Million is a huge step for Assembly and CEO Martin Cass, the former U.S. president of Carat. The incumbent, Mullen’sMedia Hub group, did not participate in the review.
The Russian vodka brand Smirnoff, now owned by Diageo, is kicking off its major TV campaign since 2010. Alison Brie of NBC’s Community and Adam Scott of NBC’s Parks , will star in digital and TV spots as a couple planning a party who poke fun at other brands while selecting Smirnoff.
- Taco Bell vs. McDonald’s
Taco Bell´s new commercial is poking fun at McDonald’s again, USA Today reports. In the commercial, a dorky guy whose house is filled with 1980s memorabilia sings about how he’s been eating Egg McMuffins since 1984 to the tune of “Old MacDonald Had a Farm.” After trying a Taco Bell Waffle Taco, everything changes. This commercial follows others where guys named Ronald McDonald, sang the praises of Taco Bell breakfast items. The original ads rated among the most popular on YouTube last week.
- Retailers: Family Dollar and Dollar General
Family Dollar announced that it will cut jobs and close about 370 underperforming locations due to poor sales and earnings. The deep discounter will also permanently lower prices on about 1,000 basic products.The Matthews, NC-based retailer also said it will slow new store openings beginning in fiscal 2015. It now plans to open 350 to 400 new stores. In fiscal 2014 it added about 525 stores. Family Dollar Inc., which operates 8,100 stores, did not say how many jobs it would eliminate. Family Dollar, along with Dollar General, is popular among low income shoppers, particularly Hispanics.
Dollar General, the largest dollar-store chain with about 11,100 stores, also had a weak profit outlook in March following poor fourth quarter sales. Dollar Tree, which operates nearly 5,000 locations, missed profit expectations for the holiday quarter in February.
SanaSana.comTM, the first consumer goods online retailer catering to US Hispanic women, has launched to help the estimated 10.2 million orphaned children in Latin America.As the fastest growing segment of the US population, the Hispanic market’s buying power will reach $1.5 trillion by 2015. SanaSana.comTM offers an alternative e-commerce solution to the 33.5M active Hispanic Internet users, while assisting orphanages throughout Latin America. SanaSana.comTM is a cause company where all purchases made on its site contribute directly to the creation of both an online directory listing and a donated website by the company to each participating orphanage. SanaSana leverages its expertise in web design, search engine optimization and marketing to provide Latin American orphanages with self-sufficient web portals that will generate exposure and increase global donations. This philanthropic strategy is carried out through the establishment of the SanaSana Foundation and the support of Wix.com, a leading cloud-based web development platform.
- Bumble Bee Foods
Bumble Bee Foods, North America’s premium seafood company, is partnering with Hispanic Celebrity Chef Doreen Colondres as the brand’s exclusive chef partner and brand ambassador. Colondres, a leading figure in today’s “Latin kitchen” movement and creator of the brand and website The Kitchen Doesn’t Bite®, will join Bumble Bee in its mission to inspire consumers to embrace a healthy and delicious lifestyle. Colondres first teamed up with Bumble Bee last year to connect the brand with the growing U.S. Hispanic market and extend Bumble Bee’s successful “BeeWell for Life®” brand philosophy.“We’re thrilled to work with Doreen again and share her passion for inspiring people to cook and have fun doing it,” said Dave Melbourne, Bumble Bee senior vice president, consumer marketing and corporate social responsibility.
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CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at email@example.com