A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.
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Sprint is teaming up with Movistar Mexico & El Salvador, a large telecommunications brand owned by Telefónica, to become the first U.S. provider allowing customers to pay for a loved one’s wireless plan in Mexico and El Salvador. With the exclusive Plan Conectados through the Sprint World Top-Up app, Sprint customers in the United States can easily give wireless access to their loved ones in Mexico or El Salvador for just $25 a month. The cost is billed directly to the user’s Sprint bill and then applied to their family’s or friend’s Movistar prepaid account. The Top-Up App also allows U.S. customers to add money to prepaid accounts in 23 Latin American and Caribbean countries hassle-free, irrespective of their in-country plan and available for most carriers.In 2015, U.S. immigrants sent an estimated US $133.5 billion to relatives in their native country across the globe, according to Pew Research. Mexico received over 26 billion and El Salvador took in close to 5 billion, highlighting the need for affordable plans and services.
Dove is celebrating 60 years of showcasing and caring for real women by launching Real Beauty Productions because all women and girls have the right to see their #RealBeauty represented in media and culture. Partnering with Shonda Rhimes as the project’s first Creative Director, Dove will rally women to help shape #RealBeauty for 60 years to come.Real Beauty Productions is a new collaborative content studio that will give women and girls the opportunity to share personal stories that expand the definition of beauty. When women share their stories at DoveRealBeauty.com some will inspire films to be created throughout the year. The women behind the selected concepts will join Shonda Rhimes on-set to film their own stories. Beginning last weekend Thursday March 30th, women are encouraged to share their #RealBeauty story on DoveRealBeauty.com. Dove® IS manufactured by Unilever.
- TJ Maxx
American apparel and home goods company The TJX Companies, Inc., parent to Marshalls, T.J. Maxx, HomeGoods and Sierra Trading Post, has appointed WPP media agency Mindshare as its media agency of record for all brands in the U.S. Mindshare will begin working on the off-price brands immediately, including media planning, buying and analytics. Pile & Co. supported the review, Ad Age learned. Prior to Mindshare, TJX worked with Hill Holliday’s media shop Trilia. TJX spent nearly US$217 million on measured media in the U.S. last year, according to Kantar Media, a slight dip from its US$225 million spend in 2015.In addition, TJX is planning on launching a new line of home décor stores, which will complement its existing HomeGoods chain. Four stores in the U.S. are expected to open by the end of the year under the new name.
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- Victoria by Constellation Brands
Constellation Brands has released the second phase of its campaign for Mexican beer Victoria.The Spanish-language spot with English subtitles features a group of friends crowded around a laptop as they watch Mexico’s weather report, Mediapost reports. The campaign is aimed at U.S. Hispanic males ages 21-39 and will appear across all national U.S. Hispanic TV networks including Univision & Telemundo, while out-of-home media will be running in Chicago, Dallas, Los Angeles, New York and San Francisco. In addition, there will be social media and digital efforts including Instagram, Facebook and YouTube.Constellation Brands brought Victoria to the U.S. in 2010.
- Food Lion
North Carolina-based grocery store chain Food Lion has moved its ad business to GSD&M without a review. The Austin-based shop will officially start working on its newest account this week. Doner Detroit had been AOR on the business since winning a review in November 2015. GSD&M will handle creative and integrated marketing strategy with Media Assembly on media planning/buying. According to Kantar Media, Food Lion spent US$13.4 million on measured media in 2015 and around US$11 million in 2016.
- Tequila Corralejo®
Tequila Corralejo®, marketed by Infinium Spirits and a top 10 Tequila brand in the U.S. according to Nielsen, will be launching a new ad campaign under the theme “Those With Pride Stand Tall”. A beloved brand in its home country of Mexico, the award-winning line of premium tequila has been gaining traction in recent years, especiallyamong both acculturated and unacculturated Hispanics in the U.S. According to the Distilled Spirits Council of the United States(DISCUS), Americans are consuming more tequila than ever before (+9.4 percent sales growth in 2015), and after whiskey, its one of the fastest-growing categories. Were encouraged by the buzz in the tequila category and the growth of Tequila Corralejo, said Megan Lester, brand manager for Infinium Spirits.
- AFM-Tabasco Sauce (Fiesta del Fuego Promotion)
Avocados From Mexico is collaborating with Tabasco Sauce again for the return of the Fiesta del Fuego campaign. The promotion is designed to increase consumption during Cinco de Mayo by providing recipe recommendations for numerous delicious snacks that can be prepared with Avocados From Mexico and Tabasco Sauce. “We are excited to bring this dynamic program back to shoppers this year,” Dianne Le, senior shopper marketing manager at AFM, said in a press release. “ Running from April 3 to May 5, The Fiesta del Fuego campaign is a fully integrated program providing our retail partners with strategic 360 degree support from both brands. All elements have been thoughtfully designed to ensure the promotion resonates with shoppers across their path to purchase — pre-store, in-store and post-store.”, this year’s promotion has been designed with a number of eye-catching, co-branded in-store bins, joint displays that conveniently hold both Avocados From Mexico and Tabasco Sauce products and unique signage – all meant to inspire shoppers to create festive Cinco de Mayo recipes highlighting additional ways to enhance the flavor of any dish during Fiesta del Fuego available on AFM’s website. Additional support includes in- store radio and trade print advertising.“
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