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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- Verizon Communications
In celebration of Hispanic Heritage Month, Verizon Communications recently introduced its “Heritage of Tomorrow” campaign, which aims to spotlight Hispanic individuals, groups and ideas making a positive impact in their communities by building a better future through the use of technology. Lopez Negrete Communications will create more than 30 videos, using a blend of styles from documentary narratives to intimate one-on-one interviews, and will push the digital aspect of the campaign through the creation of an English- and Spanish-language landing page. Campaign messaging is published on the Spanish-language Verizon Wireless Twitter account and the Somos Verizon FiOS Facebook and Twitter accounts. The landing page offers one convenient place to experience all the videos, sharing how technology can positively affect the future. Moxie/Zenith is the media agency for Verizon.
Publicis Digital Agency MRY is folding into Starcom MediaVest Group.MRY, which specializes in social media, youth marketing and creative services, and has 350 staffers, will operate as an independent entity under the SMG umbrella and will retain its name, The Wall Street Journal reports. MRY CEO Matt Britton will join SMG’s management team and report to SMG Global CEO Laura Desmond. MRY and SMG share some clients, including Coca-Cola and Spotify, and some will remain independent to MRY after realignment on Oct. 1.
- Diet Coke
Diet Coke will release three TV ads that include Taylor Swift, a crowded airplane and a carwash. The spots are part of a new campaign called “Get a Taste” that seeks to get attention by posing the question, “What if life tasted as good as Diet Coke?”In the first spot, called “Economy Class,” a woman stuck on a crowded overnight flight takes a sip of Diet Coke, prompting a party. The ad will debut during Wednesday’s season premiere of “Nashville” on ABC.A second spot, dubbed “Carwash,” will begin airing in early October and showcase an everyday industrial carwash that is transformed into a “lively, Gatsby-style party.” A third TV spot will feature Taylor Swift, who first began partnering with Diet Coke last year.The ads are by Droga5, which last year replaced Wieden & Kennedy as Diet Coke’s agency-of-record.The campaign will also include digital video, print, radio and out-of-home advertising. Last year, Coca-Cola spent US $26.1 million in measured media on Diet Coke, according to Kantar Media.Here are “economy class” and “You’re on” spots:
Skippy, the 82-year-old peanut butter brand once pitched by Ms. Funicello, is seeking a comeback under a new owner and ad agency.Hormel Foods Corp., which acquired the brand early last year from Unilever, has picked the new tagline”yippy skippy,” which the urban dictionary defines as “anything that you have to do or something that doesn’t sound fun.”The message Hormel and its creative agency, BBDO Minneapolis, want to set for the brand is telling viewers that “It’s hard to beat Skippy.”Hormel is seeking to spur more growth with the new campaign, which marks Skippy’s first ad campaign in more than five years. A TV ad will run in markets that are considered Skippy strongholds, including states in the nation’s western, north central and northeast regions.The spot features a factory worker separating “fun” peanuts — which are sent into the peanut butter — from not-so-fun peanuts, which are exiled to a boring office party. One of the voices in the spot belongs to Estelle Harris, known for playing George Costanza’s mother on “Seinfeld.”The brand’s website — peanutbutter.com — has been updated to include a “fun button” that will produce “a random expression of ‘Yippee!’ such as an animated GIF, short video, or sound effect.” More digital campaign elements will be add in coming months.