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Verizon
Verizon is excited to introduce Textspañol, a crowdsourced online platform that highlights the evolving world of Spanish textspeak. To celebrate this blend of culture, technology, and Latin identity during Hispanic Heritage Month, Verizon invites users to share their favorite Textspañol expressions through two convenient methods: by texting the toll-free number (833) XQ-DICEN/973-4236 or visiting Textspanol.com. As part of this initiative, Verizon has teamed up with acclaimed Mexican-American illustrator Humberto Cruz, known for designing Karol G’s “Mañana Será Bonito” album cover. Cruz’s vibrant, collage-inspired art enriches the Textspañol site and will be available beyond October 15. Visitors can explore his artwork, download sticker packs, and take an interactive quiz. Starting SEP 13, users can participate by:
- Texting “Hola” (Spanish) or “Hello” (English) to (833) XQ-DICEN/973-4236 and following the prompts.
- On mobile, visiting Textspanol.com to connect with (833) XQ-DICEN/973-4236 via your messaging app.
- On desktop, visiting Textspanol.com and following instructions to connect to (833) XQ-DICEN/973-4236.Susie Corona, Senior Director of Brand Marketing, Verizon will be participating at our Portada Live Nyc, event this Thursday Sept. 19.
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Adobe
Adobe‘s recent global creative review led to major victories for Dentsu and Stagwell, as both agencies secured key portions of Adobe’s creative business in a competitive process. This marks an important shift for the companies involved and underscores Adobe’s dedication to innovative advertising strategies. Stay tuned for further updates as Adobe continues to evolve its business and advertising efforts. Dentsu and Stagwell demonstrated their strengths in this highly competitive review, earning significant parts of Adobe’s creative portfolio.
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KFC
KFC is transitioning to an agency roster model for its U.S. creative business, according to a spokeswoman for the fast-food chain, Adage confirmed. MullenLowe, which has been KFC’s U.S. creative agency of record since 2022, remains part of the roster and will continue handling ongoing projects. In 2023, Yum! Brands, the parent company of KFC, Taco Bell, Pizza Hut, and WingStreet, spent US$ 81 million U.S. dollars on advertising, according to Statista.
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Eggland’s Best
In honor of Hispanic Heritage Month, Eggland’s Best has teamed up with acclaimed Chef and TV Personality, Pati Jinich, to launch the “Latin Heritage Celebración de Huevos” Sweepstakes. Designed to celebrate the vibrant and diverse flavors of Latin culture, this egg-citing sweepstakes offers fans a chance to win incredible prizes that will elevate their culinary adventures during this celebratory time.Now through October 22, fans can enter daily at EBFamilySweeps.com for a chance to win the Grand Prize of US$5,000 to elevate their Latin cooking experience, in addition to Weekly Prize packs featuring a signed cookbook from Chef Pati, her favorite salsas from La Costeña, EB branded cookware and a three-month supply of Eggland’s Best eggs! Eggland’s Best collaborated on delicious Hispanic-inspired recipes with Chef Jinich, who brought her love of Mexican culture to these flavorful dishes. Among the many nutritious ingredients in Hispanic dishes, eggs are a staple, serving as a versatile source of high-quality protein and nutrients. The Burrito de Deshebrada con Huevo and Enchiladas de Chile Verde con Huevos Montados, both made with Eggland’s Best eggs, are crowd-pleasing, versatile meals that can be served at any Hispanic Heritage Month celebration. Sweepstakes started 9/10/24 at 9:00 AM ET and ends 10/22/24 at 11:59 PM ET. For Official Rules, that govern, click here.
At this exclusive event on September 19, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics related to marketing in a multicultural America, including soccer advertising, changes in home ownership and its impact on marketing, OOH media and purchase decision making much more. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].
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Farmhouse, Inc.
Farmhouse, Inc. announced the signing of a definitive agreement to acquire Thrown, LLC, the company behind Nappy Boy Dranks, a functional beverage brand founded by its CEO and Grammy Award-winning artist and entrepreneur T-Pain. This acquisition combines Farmhouse’s market expertise and T-Pain’s multicultural influence across the gaming, entertainment, and music industries, positioning both companies for accelerated growth.T-Pain’s broad influence and strong connection to diverse communities make him an ideal leader to bring Nappy Boy Dranks into the energy drink market. According to Allied Market Research and Fortune Business Insights, the global energy drink market is projected to exceed US$86 billion by 2026. This growth is driven by rising demand for functional beverages. Under the terms of the agreement, Farmhouse will acquire all membership interests of Thrown in exchange for approximately 25% of Farmhouse’s total issued shares post-closing. Thrown’s management team will continue operating under Farmhouse’s ownership, and performance incentives will be tied to an Earn-Out Agreement. Farmhouse must also secure up to US$10 million in financing, with 80% allocated to Thrown for working capital. The definitive agreement is subject to other standard representations and warranties and closing conditions.
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Nordstrom
The Nordstrom family, with support from Mexican retail group El Puerto de Liverpool, is offering to take the 100-year-old department store private for $3.76 billion. Nordstrom, founded in 1901 and based in Seattle, is an American luxury department store chain. In a letter to the board, Erik Nordstrom said family members, who own 33.4% of the company’s stock, are willing to pay US$23 per share. El Puerto de Liverpool, which already owns 9.6% of Nordstrom, operates over 300 stores in Mexico. The offer represents a 35% premium to Nordstrom’s stock since March. Erik and Peter Nordstrom, fourth-generation leaders, cited the health of their late father, Bruce Nordstrom, as a reason for the proposed buyout. The family has secured US$250 million in new bank financing. Nordstrom’s board is reviewing the offer.
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Target
Target is marking Latino Heritage Month with a diverse collection of over 90 products across multiple categories, available through mid-October, as reported by Supermarket News. This assortment includes empanadas, tortillas, cookies, and more, all aimed at appealing to one of the nation’s rapidly growing demographics. According to the company, 99% of these products are made by Latino creators and businesses. This is the second year that the Minneapolis-based retailer has curated such offerings for the celebration. Target’s Vice President of Brand Marketing, Jasmine Vazquez, noted in an email to Winsight Grocery Business that Latino consumers are a significant force in the U.S. economy, growing faster than the national GDP. Vazquez highlighted that Latinos are projected to drive 86% of the country’s population growth over the next 30 years, with a purchasing power of US$1.5 trillion, and that 58% of Latino households are family-oriented. The retailer’s food offerings for Latino Heritage Month include products from brands like Siete, Café Bustelo, Cacique, El Monterey, and Goya, many of which are available year-round. Research from Chicago-based data firm Numerator emphasizes that heritage identity strongly influences Latino buying habits. While some of Target’s Latino Heritage Month items are only available until October 15, the company continues to stock products from over 60 Latino-owned and founded brands year-round. In collaboration with Latin-American media company Remezcla, Target has also created a content studio, Mas Labs, to promote these brands through online storytelling and in-store marketing.
