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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- Mountain Dew
Mountain Dew is reviving “Do the Dew” in its first-ever global marketing campaign.The new advertising effort, which aims to elevate one of PepsiCo Inc.’s PEP +0.33% fastest-growing brands, debuts Monday to coincide with the 20-year anniversary of Mountain Dew’s well-known marketing slogan. The campaign will include two spots directed by Hollywood director Justin Lin that will air online and on TV: “Fireboard” and “Directions.” The new “Do the Dew” campaign also includes print, out-of-home and additional digital content.The slogan is “really about being an instigator and making things happen.” The new advertising is being unveiled on the heels of new data from Beverage Marketing Corp. that shows soda consumption in the U.S. declined last year for the 10th straight year. Mountain Dew is an approximately US$9 billion brand globally, according to the company, making it one of the PepsiCo’s biggest and fastest-growing brands.Mountain Dew’s new campaign will be in nearly every market where Mountain Dew is sold, including the U.S., Western Europe, Canada, Latin America, the Middle East, Asia Pacific and India.
Bowker’s popular MyIdentifiers.com, an online resource for tools that make books more easily discovered, is now available in Spanish, extending the website’s services to a broader range of customers. Just like its English-language equivalent, the new site – www.myidentifiers.com/es/ — makes it easy to purchase ISBNs, barcodes, QR codes and the range of other services Bowker offers to help connect publishers with book buyers.The new site is a reflection of Bowker’s commitment to serving the breadth of American authors and publishers. Spanish is the fastest growing language in the U.S. Of the 50 million Spanish speakers in the US, approximately 38 million use Spanish as their primary language. Further, Bowker will now be better positioned to serve the global community of nearly 500 million Spanish-speakers worldwide.
- Wells Fargo
Wells Fargo & Company has announced a new update to its mobile banking phone app that provides customers with the option of selecting Spanish as their preferred language. With nearly three in four Latinos owning smartphones according to Nielsen, this new feature on the Wells Fargo app provides Spanish-speaking customers with an easier, more convenient way to view account balances, transfer funds between accounts, deposit checks and access other key banking functions. The upgraded app is available for Apple iPhone, Android and Windows phones. In addition, Wells Fargo is inviting customers to help contribute to the Hispanic Scholarship Fund (HSF). During the month of April, for every customer who sets up or changes their language preference to Spanish and maintains that Spanish language preference in their mobile app through April 30, 2015, Wells Fargo will donate US$1 in support of Latino scholarships, up to US$50,000. Wells Fargo customers can select Spanish by downloading the app from their app store or updating to the new version if they have a previously downloaded version. Once you have the new version on your supported phone, it’s easy to set your language preference. Customers can also benefit from other in-language resources at Wells Fargo such as bilingual online tools, Spanish Text Banking, Spanish account statements, Spanish-language call centers, and Spanish-speaking bankers in stores across the nation.
- Arizona Diamondbacks
The Arizona Diamondbacks (@Dbacks, @LosDbacks) launched their Hispanic-community focused marketing campaign in 2015 with the goal of embracing the Hispanic community as one. The tagline “Somos Hispanos. Somos D-backs.” translates to “We are Hispanic. We are D-backs.” and will be featured in several print, television and radio spots and will have a strong social media integration that highlights Hispanic players and fans. “This campaign is about embracing the Hispanic community and letting everyone know they have an open invitation to come out to Chase Field to experience our affordable, family-friendly environment,” said D-backs President and CEO Derrick Hall. “More importantly, we hope to continue to make an impact in our Hispanic community and establish a culture of diversity in everything we do. We want to motivate our fans to be an active part of our team and establish a love for the D-backs that will continue to grow.” The first commercial, which features Venezuelan David Peralta, Mexican Oliver Perez and Cuban Yasmany Tomas can be viewed here and will air throughout the marketplace. The D-backs have long been committed to the Hispanic community and since 2008, the D-backs have worn their alternative black jerseys with “Los D-backs” across the front on Hispanic Heritage Day, creating a tradition of honoring their Hispanic players, fans and community.
- Carl’s Jr.
Carl’s Jr. has launched a new spicy burger called “El Diablo,” the “hottest burger in fast food.”Created by 72andSunny in Los Angeles, the new burger came out of an assignment to appeal to the large and growing Hispanic market in Carl’s Jr.’s core Southwest market, according to Brad Haley, chief marketing officer for CKE Restaurants, parent company of Carl’s Jr. and Hardee’s. But the fast-food chain decided the burger could appeal to consumers at its nearly 3,000 locations nationwide, considering 56 percent of American homes have hot sauce in the fridge, according to NPD research. The Thickburger El Diablo, created by 72andSunny’s art director and designer Gabo Curielcha, has sliced jalapenos, jalapeno poppers, pepper-jack cheese and spicy habanaro-bacon sauce. It’s slated to be in all Carl’s Jr. and Hardee’s locations for the next four to five months as a limited-time offer.To introduce the new burger, 72andSunny created two television spots featuring Victoria’s Secret model Sara Sampaio.The campaign also has a social component, with the hashtag #DiabloDare, which challenges the brand’s target audience to try the burger and share their experience on social media for a chance to win prizes. Check out one of the new spots below:
Kraft Foods Group and H.J. Heinz will come together under a merger announced between both companies that will create the third-largest food and beverage company in North America and fifth-largest in the world.The deal to create The Kraft Heinz Company was scored by 3G Capital and Warren Buffett’sBerkshire Hathaway. The move comes after 3G acquired Heinz a couple of years ago with financing help from Berkshire. The new company will be based in Pittsburgh and Chicago and have revenues of about US$28 billion and with eight one-billion-dollar brands.Bernardo Hees, CEO of Heinz, will become CEO of The Kraft Heinz Company.Heinz’s brands include its namesake ketchup and Ore-Ida, while Kraft’s brands include Oscar Mayer, Philadelphia, Jell-O, Kool-Aid, Lunchables, Maxwell House and Velveeta.The new company will pursue global expansion, by combining Kraft’s brands with Heinz’s international platform, according to the statement. Read Portada’s Susan Kuchinskas article on why the merger means tighter screws on media agencies and account reviews.
- Dr. Pepper
Telemundo has partnered with Dr Pepper in a multiplatform campaign to engage fans and millennials. Developed with two of Dr Pepper’s advertising agencies, Initiative LA and Identity, the “Atrévete A” (“Dare To”) campaign will focus on building brand awareness around messaging for Dr Pepper, “Dare to discover a unique taste,” by having “Suelta La Sopa” hosts, Jorge Bernal and Erika de La Vega, along with celebrity talent, try something “they’ve always wanted to do,” and encourage viewers to participate in a one-of-a-kind photo contest by daring to try something new with Dr Pepper. On-air promotion of “Atrévete A” will include integrated segments on “Suelta La Sopa,” where hosts and guest celebrities showcase their “dares,” as well as “Suelta La Sopa” “Daring Moments of the Week” editorial segments. In addition, the campaign will feature custom videos to air during commercial time and cross-promotional segments on popular Telemundo series “Un Nuevo Día,” “Titulares y Más” and “Ritmo Deportivo,” and on NBC UNIVERSO.As part of the multiplatform campaign, Dr Pepper will present an “Atrévete A” contest, launching on March 25, in which each segment will end by encouraging fans to submit a photo of themselves with a Dr Pepper logo. Fans will be offered the option to share a link to the contest via their social networks, challenging their friends to taste the one-of-a-kind flavor of Dr Pepper, to have a chance for their photo to be featured on-air in an “Atrévete A” segment during “Suelta La Sopa.” The winner will be flown to Miami to perform their dare, on-air, on the set of “Suelta La Sopa.”The fully integrated campaign will be presented by Dr Pepper within the “Suelta La Sopa” page on Facebook and Telemundo.com, with custom branded digital content, photos from the on-air segments and a branded iFrame for contest submissions.
- Taco Bell
“Routine Republic,” is Taco Bell’s new campaign from Deutsch. In the three-minute centerpiece ad below, McDonald’s affable but creepy mascot is reimagined as a sunken-eyed Stalinist clown (though perhaps bearing closer resemblance to Mao). He rules over a small army of look-alikes and an oppressed proletariat in a decrepit, cloistered city with a beefy security apparatus. Run-of-the-mill breakfast sandwiches are his preferred method of subjugation.Taco Bell, meanwhile—aided by “Blitzkrieg Bop”—is the champion of non-conformists, who simply want hexagonal, instead of circular, breakfast foods. The spot even delivers the added gut punch of twisting McD’s promise of happiness. Below the spot:
Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at [email protected] SEE A DEMO OF THE DIRECTORY!