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Toyota
Venezuelan singer and songwriter Danny Ocean has launched his highly anticipated “Reflexa” tour across the United States and Canada. The tour, which kicked off last week, features stops in major U.S. and Canadian cities. Toyota has teamed up as the tour’s presenting sponsor, giving fans a unique chance to experience their favorite artist up close.A unique tour feature is the Toyota Music Den – an interactive fan zone open before select concerts, offering vehicle activations, exclusive giveaways, and an exciting atmosphere that brings music and Toyota to life. The dynamic and sporty GR86 is the tour’s featured vehicle. Fans can also enjoy performances from other emerging Latin artists, with special lineup announcements leading up to shows in Los Angeles, Phoenix, Wallingford, Conn., Washington D.C., and Miami. Toyota will further enhance the tour experience for all fans with exclusive behind-the-scenes content and unique opportunities to discover new music through Toyota Latino’s social media channels including Instagram and Facebook. The tour kicked off with a video highlighting Danny Ocean’s most recent album, “Reflexa”:
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Hyundai
Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications, launched a new creative campaign for the enhanced 2025 Tucson SUV. The campaign is designed to empower Latino consumers across all age and demographic segments to right-size their ride without sacrificing or settling in a sea of underwhelming safe-bet alternatives. Titled “Rightsizing,” the campaign is brought to life in both Spanish and English and highlights Tucson’s bold design, innovative technology, connectivity, and safety features, that perfectly fit Hispanic lifestyles. The TV campaign was filmed in Miami, Florida, and consists of 15- and 30-second TV commercials, radio commercials, streaming audio, and digital and social media assets, including influencers, that will be shared nationally in English and Spanish. The “Rightsizing” campaign is live and will be in-market through September of 2025.
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Pepsi
Pepsi has added BBDO to its agency roster, Adage reported. The two have renewed a 48-year relationship, during which BBDO created iconic slogans such as “Pepsi Generation,” launched innovative campaigns like the Pepsi Challenge, and featured entertainers like Michael J. Fox and Michael Jackson as brand representatives.
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General Mills
General Mills, Inc. announced that it has entered into definitive agreements to sell its North American Yogurt business to Lactalis and Sodiaal, two leading French dairy companies, in cash transactions valued at an aggregate USD 2.1 billion. Following the completion of the transactions, the U.S. and Canadian businesses will operate independently, with Lactalis acquiring the U.S. business and Sodiaal acquiring the Canadian business. The proposed transactions are expected to close in calendar 2025, subject to receipt of requisite regulatory approvals and other customary closing conditions. The divestitures encompass the U.S. and Canada operations of several yogurt brands including Yoplait, Liberté, Go-Gurt, Oui, Mountain High, and :ratio , as well as manufacturing facilities in Murfreesboro, Tenn., Reed City, Mich., and Saint-Hyacinthe, Québec. Collectively, the North American Yogurt business contributed approximately USD 1.5 billion to General Mills’ fiscal 2024 net sales. General Mills anticipates the combined transactions will be approximately 3 percent dilutive to adjusted earnings per share in the first 12 months after the close, excluding transaction costs and other one-time impacts. The company expects to use the net proceeds from the transactions for share repurchases.J.P. Morgan served as the exclusive financial adviser to General Mills for the transactions and Cleary Gottlieb Steen & Hamilton LLP served as legal adviser.
Find out about Portada Live events planned for 2025. Portada Live events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To find out about thought leadership and networking solutions at Portada Live and Portada digital media offerings, please to contact Sales Director Irma Gutierrez at [email protected].
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NFL Shop
NFL Shop is excited to share its upcoming campaign, The Drip is in the Detail. In this third chapter of The Drip is in the Details, NFL Shop is looking to highlight “main character energy” – the energy we all get when we wear clothes that make us feel like we’re bringing our best. The campaign does this by diving further into the details of not only the style but also the fans sporting the merch! Starting today, September 23rd at 9 am EST, one of the seven spots for this season will feature Hispanic talent and will go live right in time to celebrate Hispanic Heritage Month! This spot will be titled Drip Across America and will include music from Spanish reggaeton artist, Ralphie Choo, and feature cameos from Latinx influencers Lala Romero and Magaly Rodriguez. Additionally, all seven spots were directed by Mexican-American director, David Camarena, who has worked with brands like Under Armour and FootLocker in the past.
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Tequila CAZADORES®
Tequila CAZADORES, the premium tequila brand from the Highlands of Jalisco, México, has announced a new partnership with the iconic Latin style coffee brand, Café Bustelo. The collaboration brings together two beloved Latin beverages – 100% Blue Weber Agave tequila and coffee – to showcase the versatility of bold and rich coffee cocktails. The partnership will take shape with the launch of specialty coffee cocktails, a limited edition Café O’Clock timepiece, and an immersive Mexican oasis-themed pop-up experience in NYC. At 10:00 am EST, Tequila CAZADORES and Café Bustelo will release an exclusive, limited-edition Café O’Clock timepiece (no purchase necessary, while supplies last). Designed with coffee and cocktail enthusiasts in mind, the Café O’Clock displays when it’s cafecito time in the morning with Café Bustelo or time to start the fiesta in the evening with a Tequila CAZADORES cocktail. The custom timepiece, adorned with playful graphics of martini glasses, coffee beans, agave plants, is the ideal accessory for your home bar or kitchen and includes an interactive button when it’s time to “salud” with friends. Consumers can enter for a chance to receive the Café O’Clock at cazadores.com/us/en/cafeoclock. Coffee and tequila lovers in New York City will also have the opportunity to sample one of the specialty cocktails in person. On National Coffee Day (Sunday, September 29) from 11 am to 5 pm, Tequila CAZADORES and Café Bustelo will debut a specialty pop-up experience: a Mexican oasis in the heart of Manhattan, for a quick reprieve from the bustle of the city. Consumers 21+ can RSVP for the limited-time bookable experience on Eventbrite, which includes a time slot to enjoy a sample beverage and automatic entry for a chance to win a Café O’Clock timepiece. For more information on Tequila CAZADORES, please visit https://www.cazadores.com/. Follow Tequila CAZADORES on Facebook and Instagram.
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Jeep
Jeep‘s “There’s Only One” Campaign: Jeep (under Stellantis) launched a new campaign celebrating its iconic SUVs, including multicultural versions targeting Hispanic and Black markets. Supported by agencies working across various media platforms, the campaign runs on television, digital, and social media channels. The 30- and 60-second video spots emphasize Jeep’s adventurous spirit and off-road capabilities. Stellantis’ global media account is handled by Publicis Groupe since 2021, when the agency was appointed to manage media buying and planning for Stellantis across key regions, including the U.S., Canada, and Europe. In 2023, Stellantis’ advertising spend in the U.S. was estimated at around US$1.8 billion, maintaining its significant presence in the automotive market. This spending spanned various brands under Stellantis, such as Jeep, Chrysler, Dodge, and Ram, and was directed toward traditional media, digital platforms, and campaigns promoting electric vehicles (EVs). Stellantis continues to invest heavily in promoting its wide portfolio, adapting to market trends like electrification and sustainability.
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Florida Department of Citrus
The Florida Department of Citrus (FDOC) has selected Padilla as its agency of record for consumer marketing and issues management. This collaboration will focus on maximizing consumer demand for Florida citrus products through digital advertising, social media, influencer partnerships, and retail activations. Padilla will also manage FDOC’s public relations and communications to ensure the sustainability of Florida’s citrus industry. The partnership supports the economic well-being of citrus growers while raising awareness for Florida’s high-quality citrus.
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Roy Rogers Restaurants
Roy Rogers Restaurants has launched a new campaign to emphasize its commitment to value and customer engagement through a promotion called the “Power of the Buck.” This initiative highlights the chain’s popular offerings, focusing on delivering quality meals at an affordable price. The campaign includes a range of limited-time offers to drive foot traffic and increase customer satisfaction. It continues the brand’s tradition of serving its signature “Triple Threat” meals—roast beef, fried chicken, and burgers—with the added appeal of budget-friendly deals. The campaign is also supported by Roy Rogers’ ongoing partnership with the marketing agency Trevelino/Keller, which is helping to enhance the brand’s consumer engagement. This partnership builds on their previous efforts in franchise sales. It expands into consumer-focused marketing strategies to further strengthen Roy Rogers’ brand positioning in the competitive fast-food industry.
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e.l.f. SKIN
e.l.f. SKIN has launched its most ambitious 360-degree campaign yet, called “Divine Skintervention,” which aims to tackle common skincare mistakes humorously. The campaign, starring comedian Megan Stalter, explores skincare “sins” like sleeping in makeup and picking at pimples. Stalter plays a mischievous “Sinfluencer,” tempting people to commit skincare errors while e.l.f. SKIN offers affordable and effective solutions, particularly it’s Holy Hydration! products. This initiative is part of a larger strategy to demystify skincare, emphasizing simplicity and accessibility. The campaign rolls out across social media, television, OOH and streaming platforms like Disney+ and Netflix, also features an interactive landing page with a specialized quiz in the U.S. and the U.K. where consumers can “confess” their skincare sins and receive personalized product recommendations. e.l.f.’s creative partner, Day One Agency, helped produce the campaign, further enhancing the brand’s presence as a fun, community-driven beauty brand.
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Peloton
Peloton is rebranding itself with a new marketing campaign focusing on a broader range of fitness products, moving beyond its bike-focused image. The campaign, led by CMO Lauren Weinberg, targets a new demographic, including millennial men, and aims to reduce promotions while increasing brand value. Media efforts include TV commercials and digital channels during high-traffic seasons. Promotions and marketing will focus on the United States market. Peloton is an American fitness and technology company known for its high-end exercise equipment, such as stationary bikes and treadmills. Founded in 2012 and headquartered in New York, it provides an immersive, community-driven fitness experience. With nearly 7 million members worldwide, including the U.S., Canada, UK, Germany, and Australia, Peloton integrates technology and top-tier instructors to offer a wide variety of workouts through its app. As of 2024, Peloton has not officially confirmed a change in its media agency from its prior partnership with Stink Studios.
