Tecate ALTA, Toyota, Heineken… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
Tecate ALTA
As part of a long-term partnership, Pearlfisher has shared its latest work for Tecate Alta. The agency created the brand strategy and positioning, campaign idea, TVC and ad campaign; inviting drinkers to ‘Bring Your All’. The new spot, which aired last week, and was directed by rising star, Roger Guàrdia from Park Pictures, poignantly connects to a wider multicultural audience. The ‘Bring Your All’ campaign proudly promotes abundance, complexity and fluidity to reach those seeking to connect over a unique, seasonable and flavor-forward, Mexican American ultra-light beer. Working in partnership with Willie Miesmer, Mauro Borges and production partners, Baby Lion Media, the new ad campaign takes a fresh and unconventional approach to the ultra-light category and gives Tecate Alta its own identity: dispelling American stereotypes about the Spanish-speaking world and championing the idea that this group is not stuck between cultures, but has so much more they can freely move in between. To authentically connect the brand to its roots, and the sensibility behind the ad, the ad was shot on location in Mexico City and Durango. The powerfully lyrical story follows the same actors through a kaleidoscope of different and beautifully shot scenarios to celebrate all that they are as they move freely between different facets of their personalities and lifestyles. The product is hero-ed and elevated throughout, highlighting the idea that with the right, crisp beer you can keep things flowing no matter where you go. Bring your all, bring your Alta. Tecate ALTA’s tone of voice and visual expression culminate in a series of brand activations including TV commercials, radio, social media templates and internal communications. Using CGI and slow-moving imagery, these motion designs feature the sensorial qualities – from the metallic finish catching the sunlight and condensation collecting on the can. (Check our interview with Belen Pamukoff, Brand Director, Tecate where she explains the rationale of Tecate Alta’s launch last year).
Toyota
With the newest models of the Toyota Tundra and Toyota Corolla ready to hit the market, Toyota has continued its 13-year collaboration with Latin digital media company Remezcla to drive awareness and interest among US Hispanic consumers and enhance multicultural marketing efforts within the Latinx community. Developed in collaboration with Conill, the brand’s Hispanic marketing agency partner, the campaign launched two new short films: “Taste Takers” and “In Tune With Nature.” Through these spots Toyota, with significant help from Remezcla’s storytelling and expertise in Latinx culture, hopes to connect with the community in a meaningful way through fashion, nature and togetherness.“In Tune With Nature” was inspired by the underrepresentation of minority groups visiting national parks. The spot brings together Latine outdoor enthusiast Zavier Borja and luthiers Tomás Delgado Sr. & Jr. on a journey through nature with the brand’s Tundra Hybrid. The video showcases Delgado’s workshop and how nature inspires the father-son team when crafting their guitars.“Taste Takers” showcases the new Toyota Corolla Cross through the fashion lens of stylist Keyla Merquez as she meets Mexican heritage singer Marinero, to go thrift shopping in LA while discussing music, style and Latinx identity. This episode seeks to illustrate how we express our individuality and identity and communicate to the word through the way we dress.
Heineken
Heineken USA, marketer of Heineken, Dos Equis and Tecate, has consolidated its media account with Dentsu. Canvas Worldwide has handled media for the beer marketer since 2018.
At this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected].
Vallarta Supermarkets
Vallarta Supermarkets, one of the largest Latino-owned supermarket chains in California, has announced a partnership with Flashfood, a digital marketplace that provides customers access to heavily discounted food nearing its best-by date. The five-store pilot will bring the app to Los Angeles County shoppers in Palmdale and Lancaster for the first time, expanding Flashfood’s presence across the U.S. from coast-to-coast. Flashfood aims to eliminate food waste at the retail level by connecting shoppers with savings up to 50% on food nearing its best by date that would otherwise be thrown away. The partnership will enable consumers to save big on everyday grocery items like meat, produce boxes, dairy and bakery items, as well as center-store foods and snacks at five Vallarta stores.The Flashfood app allows shoppers to conveniently browse and buy their groceries. Purchases are made directly through the app and customers can simply pick their order up from the Flashfood zone located inside their participating Vallarta store. The pilot partnership will not only save shoppers money but will drive further impact for the planet by reducing the amount of perfectly good food reaching landfills. To-date, the Flashfood app has diverted 40 million pounds of food from reaching the landfill and has saved shoppers more than US$100 million on their groceries. Flashfood can be found in more than 1,210 participating grocery locations in the U.S. and Canada including GIANT, SpartanNash, SN Martin’s, Loblaws, Tops Friendly Markets, Meijer, Giant Eagle, Stop & Shop, and more. All participating Flashfood store locations can be found via the store locator.
