Visa, Taco Bell, Chime…and Seven More Brand Moves

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

• Visa

Visa announced a multi‑year renewal and expansion of its global partnership with Red Bull F1 Team’s Oracle Red Bull Racing and Visa Cash App Racing Bulls. Building on the partnership launched in 2024, the renewed agreement reinforces Visa’s commitment to one of the world’s fastest‑growing sports, while introducing significant new branding rights, enhanced hospitality assets, and immersive experiential opportunities across both teams. Visa will also continue as a Title Partner of both Visa Cash App Racing Bulls Formula One Team and its F1 Academy Programme, further strengthening Visa’s presence on and off the grid. “This renewal reflects the extraordinary momentum we’ve built with Red Bull Racing Teams, Visa Cash App Racing Bulls and Oracle Red Bull Racing, and our shared ambition to push what’s possible at the intersection of sport, culture and commerce,” said Frank Cooper III, Chief Marketing Officer, Visa. “Both Red Bull Formula 1 Teams give us a dynamic global platform to connect with fans, clients and cardholders in powerful, authentic ways — and this next chapter expands how we show up across the sport.” As part of the renewed agreement, Visa will maintain its position as a key partner of Oracle Red Bull Racing while adding new, high‑impact on‑car branding placements, led by continued prominence on the front wing of RB22. Visa has also secured exclusive rights within the retail banking category, alongside expanded pass‑through rights.

• Taco Bell

Taco Bell has announced a new partnership with Latin musician Myke Towers for the United States, the Latin America/Caribbean (LA&C) region, and Spain. As part of that partnership, Towers’ song “Sunblock” is being featured in the new Taco Bell Chicken Bacon Ranch Street Chalupas spot across the U.S. and Puerto Rico. The spot is the latest by the fast-food company that features music culture a central component.
Born and raised in Puerto Rico, Myke Towers has become one of the most influential voices in Latin music. A two-time Latin Grammy-nominated artist, he has used his genre-bending sound and entrepreneurial vision to propel himself from local freestyle circuits to international arenas. Known for hits like “Soleao,” “LALA,” “Degenere,” and “La Falda,” Towers is among the most-streamed Latin artists in the world. Taco Bell launched Taco Martes (Taco Tuesday) across the LA&C region and Spain, with a goal of transforming the concept into a weekly ritual “rooted in optimism and celebration.” Fans were invited to share the signs, moments, and cues that shape their Tuesday, and had the chance to win limited-edition Taco Bell x Myke Towers totes in each participating.

• Chime

Major League Soccer (MLS)  announced a new multi-year partnership with Chime, a banking App, naming the company the Official Retail Banking, Credit Card, and Debit Card Partner of MLS in the United States. The partnership marks Chime’s first major investment in professional soccer, aligning with the league’s period of unprecedented momentum as MLS continues to grow its cultural footprint across North America and on the global stage

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• Calvin Klein

Calvin Klein unveiled GRAMMY^® award-winning singer-songwriter ROSALÍA as the face of euphoria elixirs, a new collection of three distinct parfum intense creations. A daring new chapter of the iconic euphoria franchise, euphoria elixirs are a sensorial exploration of confidence, pleasure, and sensuality. Embodied by global icon and Calvin Klein ambassador ROSALÍA, the campaign fuses movement and vivid color into a captivating exploration of freedom without limits. Known for her genre-defying sound and commanding visual artistry, ROSALÍA channels the fragrances’ modern femininity into an immersive journey that reflects the energy and individuality of the three distinctive scents. Following her Calvin Klein underwear debut in September 2025, ROSALÍA now stars in the Calvin Klein Fragrances campaign for euphoria elixirs, shot by Carlijn Jacobs. Across the visuals, ROSALÍA amplifies the spirit of euphoria – feminine, sensual, and confident – through her unique ability to evoke emotion through movement and performance. Set in a surreal, sensorial world, ROSALÍA embodies each elixir’s distinct attitude across magnetic, bold and solar universes as unlimited possibilities of self-expression and freedom come to life.
“The euphoria elixirs are full of energy, possibility of expression and versatility!” said ROSALÍA. “Each of the three scents represents its own mood, but the vanilla notes (which I love) run through all of them, giving a warm and familiar feeling on the skin. This reunion with Calvin Klein has been a dream – I love working with teams that are as inspiring and hardworking as them!”

• Gorilla Glue

  Quad announced that its media agency, Rise, has been selected as the media agency of record by The Gorilla Glue Company, a nationwide manufacturer of tough adhesives and adhesive products. Rise becomes the second Quad AOR for Gorilla Glue, following the brand’s 2025 selection of Betty, a Quad agency, for its creative work. The Rise work will focus on media planning, buying and measurement to build long-term brand strength for Gorilla Glue. Using Quad’s proprietary data stack, which reaches nearly 97% of the adult U.S. population, Rise will identify the most valuable audiences and customer groups, enabling Gorilla Glue to reach them effectively and at scale. The agency’s CORE platform – with more than 100 platform integrations, AI-powered optimization and agentic AI tools – will provide automated reporting with advanced measurement and insights. “As a brand built on performance and reliability, it’s critical that our marketing works just as hard as our products do,” said Randy Limes, Vice President of Global Digital Marketing & Media Strategy at The Gorilla Glue Company. “Rise stood out for its ability to bring rigor, accountability and clear measurement to our media approach, helping us connect more effectively with DIYers, professionals and everyone in between, while driving real business impact for the Gorilla Glue and O’Keeffe’s brands.”
  The strategic collaboration with Rise marks the next step in Gorilla Glue’s brand evolution, which began with its recently launched “Chief Tough Officer” campaign created in partnership with Betty.

•  Seoul Tourism Organization

The Seoul Tourism Organization (STO), run by the Seoul city government, is forming an official partnership with the Los Angeles Football Club (LAFC) of the U.S. Major League Soccer, to which Korean football icon Son Heung-min belongs. Both parties are scheduled to sign a memorandum of understanding in mid-April to promote Seoul’s global tourism marketing through sports content, the STO said. The partnership will aim to effectively promote Seoul’s appeal through sports events and fan marketing, and to strengthen the city’s brand competitiveness in the global tourism market, it explained. The first official event will be the promotion of Seoul tourism during LAFC’s “Fan Fest” event on the day of its home game against San Jose Earthquakes on April 20, the STO said, adding local soccer fans will be introduced to the vibrant life of Seoul. In mid-May, a promotional video for Seoul tourism featuring Son and other key LAFC players will be released on the official “Visit Seoul” YouTube and SNS channels.

•  Betway

Betway, a sports betting and online casino firm,  has appointed M+C Saatchi Sport & Entertainment as its global agency partner following a competitive pitch process. The agency will lead the development of a through-the-line global campaign for Betway, covering advertising, communications, sponsorship activation, content creation, and fan engagement. The mandate is focused on strengthening the brand’s presence across sport and entertainment while deepening its connection with audiences.As part of the brief, M+C Saatchi Sport & Entertainment will support Betway’s ‘Feel the action’ brand positioning across its portfolio of major sponsorships. These include partnerships with Arsenal FC, Manchester City, the Springboks, and the Atlassian Williams Racing, as well as its global ambassador Thierry Henry.

•  NBA 2K

NBA 2K has hired Goodby Silverstein & Partners as its creative agency of record following a competitive pitch as the franchise evolves from a traditional annual release into a continuously marketed gaming ecosystem, AdAge reports. NBA 2K is an American series of basketball sports simulation video games developed by Visual Concepts and released annually since 1999. The premise of the series is to emulate the sport of basketball and the National Basketball Association.

• In the Raw

At a time when 75% of consumers say they feel bombarded by advertising and overwhelmed by competing messages, In the Raw® claims to be taking the opposite approach. The sweetener brand is unveiling a brand refresh that strips away excess and refocuses on what has always mattered most: simplicity, trust, and honest sweetness. The refresh addresses that challenge by unifying the entire portfolio under a cohesive brand system, shifting focus away from product-level noise and toward a single, trusted brand presence. The new visual identity is anchored in one of In The Raw’s most powerful assets: the craft paper of the Sugar In The Raw packet, a long-standing symbol of realness, quality, and authenticity.

Founded in 1970, In The Raw is best known for the ubiquitous Sugar In The Raw® packet. Over time, the brand expanded well beyond its original offering, growing into a broad portfolio that includes stevia, monk fruit, agave, honey, and more. While Sugar In The Raw earned deep recognition and trust, consumer research revealed that many shoppers did not always connect the brand’s broader lineup. That reset comes to life across every touchpoint, from refreshed packaging and a redesigned digital experience to a new video campaign. Together, these elements create a more unified and enduring presence for the brand in a market where consumers are increasingly seeking real, trustworthy sweeteners. At the center of the refresh is a new video campaign developed in partnership with creative agency Broken Heart Love Affair. The spot takes a playful approach, poking fun at the excess of modern marketing by following an overconfident pitch that takes the idea of “raw” far too literally. As the spectacle builds, the brand intentionally pulls back, landing on a simpler idea: do less. The film ends quietly, without a tagline or embellishment, allowing the brand to speak for itself. “Ending the spot without a tagline or added explanation felt true to the brand,” said Matt Barrett, Director of Marketing at Cumberland Packing Corp. “In The Raw doesn’t need to overstate itself. The name says it all.”

• Novae^®

Novae^® revealed a comprehensive brand update for 11 brands in its portfolio. This marks a key moment that gives dealers and customers distinctly different brand and product choices from the strongest portfolio in the trailer industry. “We took a hard look at how each of our brands shows up not only in our portfolio but across the industry,” said Jeanine Gaffke, Novae’s Senior Vice President of Marketing. “We saw opportunities to contemporize the brands and connect with the people who buy and use our products every day.” Gaffke continued, “Novae is well known for its highly engineered products that our customers can rely on. The new brand positioning will enable us to provide our dealers with differentiated choices within our portfolio that will provide clarity of communication with a whole new generation of end users.”The brands within the Novae family encompass the entire range of trailer needs: open and enclosed products, manufactured in aluminum and steel. The brand update increases differentiation within this portfolio, further setting Novae apart from the rest of the industry and enabling our dealer partners to clearly communicate the essence and value of each brand to their customers.
The rollout is the culmination of months of effort across the company and impacts 11 brands, including Midsota^®, Sure-Trac^®, CAM Superline^®, H&H Trailers^®, Formula Trailers™, Pace American^®, LOOK^®, Impact, Cargo Express^®, Compass, and ITI Cargo™.