Toyota’s Movie, Reckitt, Coca-Cola, Gatorade, Gap and 8 More Brand Moves!

Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.

• Toyota

Intertrend Communications announced the fourth and final installment of Toyota’s award-winning anime series titled “GRIP, A Toyota Movie”, which premiered on November 5, 2025. Directed by Yoriaki Mochizuki (Harley Quinn, Final Space, Kite Man: Hell Yeah!), the nearly ten-minute short film marks the final chapter of Toyota’s GRIP series and the brand’s first-ever anime short film. The original content franchise has captured audiences across the globe with its fusion of anime artistry, driving passion, and emotional storytelling. Created by Intertrend alongside Executive Producer Frank Mele, the content series is a high-octane anime adventure that combines heart-pounding action and a battle between the human spirit and computer control. “This final chapter takes everything fans loved about GRIP, the artistry, the energy, the emotion, and amplifies it into a cinematic statement about humanity and technology,” said Matthew Choy, executive director of strategy/creative at Intertrend. “With ‘GRIP, A Toyota Movie’, Toyota celebrates both the thrill of driving and the heart behind it.” Vice President of Marketing Communications at Toyota Motor North America, Dedra DeLilli, noted , “Each season of GRIP has pushed the boundaries of branded storytelling. As we close this chapter, we’re proud to have created a piece of work that honors our fans and redefines how a brand can show up in culture—authentic, artistic, and emotionally resonant.” The campaign has generated more than 300 million impressions, driving double-digit lifts in brand perception among key Gen Z and multicultural audiences.
Check out more recent Toyota marketing initiatives:

• Toyota Motor North America announced a year-long partnership with Colombian pop phenom, Ela Taubert
• Toyota’s Cynthia Barreras on 4Runner’s First-Ever Hispanic Campaign
• Toyota’s new campaign, “Your Window to the Wild 

• Reckitt

WPP  announced that WPP Media has been appointed by Reckitt to manage its media planning and buying across 21 European markets. Estimated media expenditures in those markets this year amount to  US $720 million, according to agency research firm COMvergence. WPP Media will develop strategy and activate across Reckitt’s portfolio of trusted health and hygiene Powerbrands – used by millions of people every day for their quality and superior science – including Durex, Nurofen, Strepsils, Gaviscon, Veet, Dettol (known as Sagrotan in Germany and Austria), Finish and Vanish. WPP will support Reckitt’s growth strategy, powered by the WPP Open marketing platform, which enables collaboration across a diverse range of data sources beyond just traditional IDs, data from ‘walled garden’ platforms, and retail media networks, without ever needing to move or share the data. Ryan Dullea, Chief Category Growth Officer, Reckitt, said: “This is a major milestone in simplifying the way we market and ensuring our strategy and media execution works as one. This decision reflects our ambition to drive greater consistency, efficiency and scale across markets, enabling us to deliver more unified, data driven campaigns that accelerate growth for our brands. We’re excited to embark on this next chapter together with WPP and look forward to building a strong, collaborative partnership that brings Reckitt’s purpose to life.” In the U.S., Publicis’ Zenith Media manages the majority of the U.S. media accounts for Reckit brands in the Hygiene, Health, and Vitamins, Minerals & supplements categories. 

• Latin Grammy Sponsors

TelevisaUnivision and The Latin Recording Academy® announced the sponsors for the 26th Annual Latin GRAMMY Awards® that are coming together to celebrate The Biggest Night in Latin Music®. This year’s event includes several partners enlisted by The Latin Recording Academy, including AIE, American Airlines, the Regional Government of Andalucía, Bulova, Espolòn, Mastercard and Meta, first time TelevisaUnivision sponsors Microsoft, Hyundai and Universal Pictures, and returning sponsors Procter & Gamble (P&G), Starbucks, and Toyota, among others. The 26th Annual Latin GRAMMY Awards® will take place in Las Vegas at the MGM Grand Garden Arena this Thursday, Nov. 13, and will be produced by TelevisaUnivision.

• Horizon Media Investment and Entertainment Accounts

   

As the SVP of Programmatic at Horizon Media, Monica Capelan SVP of Programmatic at Horizon Media, explains to Portada how she leads one of the most dynamic and fast-evolving areas of digital marketing: programmatic advertising. Her team manages entertainment and Horizon Media Investment (HMI) accounts.

• Volvo

Volvo Cars is bringing big-screen storytelling into living rooms nationwide with its new docuseries, The Family Car: An American Love Story. The series debuted last Friday November 7th on Fire TV, Amazon.com and YouTube, the four-episode series will conclude with a special feature film streaming on Prime Video on December 12th. Directed by Chris Wilcha and featuring acclaimed actor, Adam Scott (Severance, Parks and Recreation), the series explores the powerful bond between people, their families and their Volvos, redefining what the value of a family car means. “The family car is more than just a mode of transportation – it’s where some of the most meaningful conversations and experiences of our lives unfold,” said Adam Scott, subject of The Family Car: An American Love Story. “Volvo Cars has created something truly special here by capturing these emotional stories and celebrating a pinnacle way we connect, and I’m honored to add my own family story to it.” Pairing stunning visuals with powerful stories – including four episodes spotlighting Volvo owners and their families in New York (Gus Powell), Florida (Jahphet Landis), Maine (Erin French) and California (Adam Scott) – the campaign series, developed alongside Amazon Ads Brand Innovation Lab, owes its elegance and cinematic vision to the collaboration of distinguished talents: director Chris Wilcha (Flipside) and cinematographer Igor Martinović (House of Cards, Black Rabbit).
“The Family Car: An American Love Story captures what Volvo Cars has always been about – creating meaningful moments of connection,” said Janique Helson, Head of Brand Marketing, Content & Creative Services at Volvo Car USA. ”

• COVERGIRL

  COVERGIRL introduced  its first-ever tubing mascara, the Eye Enhancer Wrap Tubing Mascara. Powered by an ultra-stretch formula and a flexible, tapered brush, this mascara gently wraps each lash with lightweight tubing technology for instant definition and a stunning lash extension effect. The Eye Enhancer Wrap Tubing Mascara is flake-free, smudge-proof, sweat-proof, and water-resistant, giving you extended length and lift while keeping your lashes bold and defined for up to 30 hours. The innovative formula is gentle on lashes and designed to remove easily with just warm water, a signature feature of tubing technology. Available in three eye-enhancing shades: Max Motion Black, Espresso Energy, and Midnight Stride. “We’ve noticed a clear shift in consumer demand for mascaras that not only enhance lashes but also offer long-lasting wear without smudging or flaking. That inspired us to develop our first-ever tubing mascara,” says Mary Santangelo, Senior Vice President, COVERGIRL Global Marketing, at COTY. “This innovation stays true to our commitment to combining performance with care—giving you bold, beautiful lashes that feel as good as they look.”

• Coca-Cola Company

Liverpool FC (LFC) and The Coca-Cola Company have extended their partnership, marking a new chapter that includes deeper integration at Anfield and expands Coca-Cola’s support for LFC Women.LFC and Coca-Cola will continue developing engaging experiences that bring fans even closer to the club and inspire memorable moments for Reds supporters. Coca-Cola will also continue to have pouring rights across its full portfolio of much-loved beverages, ensuring supporters can enjoy their favourite drinks on matchdays at Anfield and at club events. Javier Meza, president of marketing, Europe at Coca-Cola, added: “Liverpool Football Club stands as one of the most storied and influential clubs in world football, with a historical legacy and a passionate global fan base. We’re excited to continue sharing moments of refreshment and enjoyment with fans through our partnership with the club.”

Check Out: Coca Cola’s use of generative AI for the upcoming Christmas season campaign

Learn about Portada events scheduled for 2026. Portada events are highly curated events. Their agenda is designed to maximize knowledge-sharing and networking among top brand marketers, media agencies, and media executives.
Portada Chicago, March 19, 2026
Portada Live, CDMX, Abril 16,
Portada Los Angeles, June 4
Portada Live, NYC, September 17
To learn more about thought leadership and networking solutions for the above events, please get in touch with Marcos Baer at [email protected].

• Elite Island Resorts

  

  Alliance Connection, a global marketing and PR agency specializing in all-inclusive resorts, travel, and hospitality, has been named Public Relations Agency of Record for Elite Island Resorts, a collection of all-inclusive resorts spanning Antigua, Barbados, and Panama. The strategic partnership brings together Alliance Connection’s 15+ years of travel expertise in public relations, brand partnerships, and influencer marketing with Elite Island Resorts’ growing portfolio of authentic Caribbean experiences. 
  “We’re passionate about evolving how travelers discover and engage with our resorts,” says Kari Tarnowski, Chief Commercial Officer, Elite Island Resorts. “Alliance Connection’s transformative approach to storytelling and PR gives us a powerful platform to meet the modern traveler where they are, through meaningful, experience-driven narratives that resonate.”

• Wesson

Wesson’s consumer insights reveal that its home chefs, bakers and school-lunch-makers crave community. This Holiday season, the cooking oil brand serves up inspiration to moms in the spirit of connecting with loved ones, friends, and neighbors through food. Its new digital marketing campaign is rooted in recipes and community connections. It features partnerships with social media content creators sharing easy, affordable #madewithwesson Holiday recipes, and a new video ad that showcases a little girl’s love for her neighbors baked into homemade muffins. The program runs until December 1, 2025. “The Holidays are a special time of year that brings neighbors, friends and family together,” says Emily Van Walleghem, Marketing Manager, Wesson. “We know our mom consumers crave a sense of community. Sharing food has always been the way to bond with others. Our campaign satisfies that craving, showing how great food – and community connections start with Wesson.” The campaign runs until December 1, 2025, across social media platforms and connected TV in select markets across the USA. In collaboration with the Wesson brand team, NEAT Agency spearheaded the social media creator campaign, Manic Pixie created the video ad, and Panoply conducted the media planning. The campaign was inspired by Wesson’s proprietary consumer research that reveals moms believe family and community are everything, given the high-pressure job of taking care of a family. They yearn for a village, where people support one another without expecting anything in return.

• Gatorade 

Gatorade is taking things straight back to 1987, with a supernatural twist. The sports drink is partnering with Netflix for the show’s fifth and final season, bringing back its legendary “No Ordinary Thirst Quencher” campaign with a Hawkins-approved remix: “No Ordinary Athlete.” The collab blends Gatorade’s vintage energy with “Stranger Things”‘ signature mix of heart, heroism, and horror. Designed to fuel the extraordinary, the campaign celebrates the show’s ultimate fight to save Hawkins and the athletes who push beyond the ordinary.

• Gap 

Gap launched their holiday campaign, Give Your Gift, with creative that builds on the momentum from last holiday season — celebrating how sharing our unique gifts makes us stronger together. Give Your Gift launched November 4 across digital, social, video, and Gap brand channels. Through music, style and connection, the campaign brings people together around Gap’s holiday collection, pairing soulful storytelling with the brand’s most-loved essentials. Anchored by a reimagined version of “The Climb,” the film — directed by Bethany Vargas and photographed by Bjorn Iooss, the creative duo behind Gap’s Better in Denim campaign — features a vocal performance from 20-year-old London-based singer-songwriter, SIENNA SPIRO. SIENNA is joined by a multigenerational choir, ages 8 to 72, and together, they turn a nostalgic song into a collective message of strength and connection. “This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multi-generational stories that inspire self-belief across every touchpoint, from social to stores,” said Fabiola Torres, Chief Marketing Officer of Gap. “Give Your Gift embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection. It’s about finding strength in vulnerability and optimism in what we share.” Gap’s holiday collection is designed to feel as good as it looks. CashSoft, the brand’s proprietary, machine-washable knit, has become a modern staple since its debut four years ago. This season, CashSoft is reimagined in new silhouettes and textures, including CashSoft Stretch and Heavyweight CashSoft, along with an expanded assortment of matching sets that offer lasting comfort, shape, and style. Gap’s heritage fleece is available in upgraded weights and finishes that elevate the brand’s most recognizable icon hoodie, alongside matching sleepwear and accessories made for gifting and self-gifting alike. In stores this holiday, Gap is modernizing the global in-store experience around destination categories and elevated product in San Francisco, London, Dallas, and Chicago — each designed to make holiday shopping more intuitive, immersive, and inspiring.

• QFC

Quality Food Centers (QFC), a Kroger Company banner with 58 supermarkets in the Pacific Northwest, has added a new earn and redeem component to its “More Taste. Less Waste.” loyalty campaign. With this addition, QFC customers doing their regular shopping earn digital points redeemable for high-quality MasterChef kitchenware. The new campaign marks QFC’s second collaboration withTCC, the global loyalty solutions leader, and MasterChef, the hit culinary TV competition series with more than 24 million YouTube fans and followers worldwide. “At QFC, when we say ‘Fresh For Everyone’, it’s about making it easier for families to enjoy fresh, affordable food every day. Through our partnership with TCC, we’re proud to offer free, high-quality food storage products to help keep their groceries fresh,” said Brent Stewart, president of QFC. By partnering with MasterChef, which has over 22 billion TikTok views alone, QFC and TCC tap into a vast, engaged audience across TV and digital, raising QFC’s and the campaign’s awareness, while encouraging shopper participation and engagement. In addition, MasterChef contestant and Season 12 All-Star finalist, Michael Silverstein, will engage with shoppers through in-store/online events and cooking demonstrations, offering healthful recipes and kitchen tips to delight shoppers and QFC store teams alike.

• WellBiz Brands

Thunderly, a full-service franchise marketing agency, has added WellBiz Brands to its growing client roster. A leading franchisor and platform company, WellBiz Brands oversees a portfolio of category-leading beauty and wellness concepts, including Drybar®, Amazing Lash Studio®, Radiant Waxing®, Elements Massage®, and Fitness Together®. With more than 750 locations nationwide, WellBiz Brands empowers entrepreneurs to deliver exceptional self-care experiences in communities across the country. Thunderly’s integrated communications program, which includes public relations, content creation and creative, will amplify WellBiz Brands’ market presence, support franchise development goals, and enhance visibility across business, franchise, and industry media. “WellBiz Brands has built an impressive portfolio of franchise concepts to meet consumers’ growing demand for self-care and wellness,” said Scott White, CEO of Thunderly Marketing. “According to the 2025 economic forecast from the International Franchise Association/ FRANdata, personal services is the fastest-growing sector in all of franchising. We’re ready to support WellBiz Brands’ continued growth through smart storytelling and strategic media engagement to drive results.”