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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

  • Toyota- Scion

This upfront season saw plenty of growth in the auto category, at least if you were selling inventory in the Hispanic market. That’s one of the reasons that Toyota brand Scion saw fit to make its first Spanish-language upfront buy this year. Starting in October, it’ll roll out across Univision’s various properties, including an integration in Gossip Girl Acapulco, Adweek reports. “It is not new for Scion to reach the Hispanic youth,” said Nancy Inouye, national marketing manager for Scion. “But in the past we’ve been targeting the acculturated youth.” Inouye said that the outreach to bilingual Hispanics was a relatively new one for the company. Last year, it began advertising with Univision and this year decided, with agency Zenith Optimedia, to bring the network on board for Spanish-language creative with a comprehensive buy that includes sports, scripted shows and a Q2 buy that will incorporate bumpers branded to Univision’s movie programming.

  • Safeway

SafewaySafeway is teaming up with Food Network host, top-selling cookbook author Marcela Valladolid to create the Marcela Valladolid brand. The new Safeway-exclusive brand offers an assortment of quality and flavorful food products that make it easy for shoppers to bring home a real taste of Mexico.”Growing up in Mexico, I know what real Mexican food is — and isn’t,” Valladolid said. “Hispanic shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience,” said Joe Ennen, senior vice president of consumer brands for Safeway. “Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere.” Marcela Valladolid products, made exclusively for Safeway, will be on shelves in more than 1,400 Safeway stores nationwide beginning this month.

  • Aflac

Columbus-based Aflac debuted its new Spanish-language television commercial called “Rehearsal” on Spanish television and radio stations in key Hispanic markets.The commercial is the third Spanish-language commercial in 2013, and is the final installment of the company’s “Out of Work Duck” campaign, the company said.
The campaign chronicles the Aflac Duck through an unexpected injury, recovery, and now his quest to get back to work as Aflac’s famous spokesduck, Aflac said in a statement.According to the company, “In this new ad, the Aflac Duck is rehearsing backstage to get the ‘word’ out, using a variety of popular Latin cliches to connect with the diverse Hispanic community, about the company that pays policyholders cash benefits so they can focus on recovery rather than worry about their finances . The ‘word,’ of course, is ‘Aflaaaac!'”
Aflac Executive Vice President and Chief Marketing Officer Michael Zuna said of the campaign, “As the diverse Hispanic market continues to grow, we want to remind all Spanish-speaking consumers about the peace of mind that Aflac policies can help provide.””Rehearsal,” which is targeting all Hispanic adults, will air on Spanish television and radio stations in New York, Miami, Los Angeles, Houston, Orlando, Puerto Rico, and San Francisco, the company said.
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  • Macy’s

This fall in celebration of Hispanic Heritage Month, Macy’s honors Latino-Americans contributions to fashion, music and culture in partnership with Vanidades, a Spanish language women’s lifestyle magazine published by Televisa Publishing and Digital.With special events at select locations across the country, Macy’s is set to commemorate the cultural influence of the Latino community while also paying homage to two international stars and named this year’s Macy’s Icons of Style — singer, actress, author and fashion designer Thalia and Nickelodeon’s animated preschool heroine Dora the Explorer.Macy’s Hispanic Heritage events will take place at select stores across the country. Customers who join the celebration will have the opportunity to take a look Inside Thalia’s Closet and/or meet Dora the Explorer.The celebrations kick off Sept. 20 with a Dora the Explorer event at Macy’s West Covina in West Covina, Calif., at 5 p.m., and continue through Oct. 12.

  • Carnival Cruise Lines

CarnivalA 60-second TV spot will begin running next week on primetime TV shows such as CBS’ How I Met Your Mother and NBC’s Parks and Recreation, as well as on various cable networks, The New York Times reports. It will feature snippets from videos and photos submitted by former passengers, as well as from folks specifically hired to take cruises on Carnival and shoot photos. The campaign will also include digital and radio advertising.
Carnival hasn’t run any TV advertising and only limited digital ads since the February fire that stranded 4,200 passengers and crew in the Gulf of Mexico for five days. Jim Berra of Carnival said the campaign was “designed to accelerate recovery in advance of the wave season in the first quarter of 2014.”

  • Burger King

Fox Sports YouTube and Fox Sports have agreed to jointly sell ads on the sports network’s YouTube channel, the companies said, signing up Burger King as the initial sponsor.As part of the program, which began earlier this month to coincide with the start of the NFL season, Burger King branding and ads appear on the fantasy football-themed section “Inside Fantasy.” The fast-food chain is running pre-roll ads against videos there along with banners promoting its Buffalo Chicken Strips. Its branding is also featured within the videos — on a news desk, for example, bearing the Burger King logo.

  • Bud Light

Univision Deportes, Univision’s sports division, announced that it will produce “Primero y Diez Presentado por Bud Light” (“First and Ten Presented by Bud Light”), a weekly web series jam-packed with the latest and greatest in NFL news, reviews and play-by-play breakdowns, for the NFL’s official Spanish-language websiteNFL.com/Español. The show is available every Friday at 10a.m. ET thereafter, through the close of the NFL season.“Our first season-long, branded effort in partnership with the NFL and Bud Light, ‘Primero y Diez’ marks a turning point for Hispanic American football fans,” said Juan Carlos Rodriguez, president, Univision Deportes. “By providing up-to-the-minute news, analysis and highlights—specially curated for Hispanic viewers, and delivered by commentators from the Univision Deportes family—we are able to provide fans with a more relevant and complete overview of the NFL season.”

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

Join us at PORTADA Mexico!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

  • Hershey

HersheyThe Hershey Co. said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant’s global paid media planning and buying. The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.–the company’s largest market–as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil. Hershey has previously worked with OMD.

  • Pantelion Films/Instructions not Included

Box office hit “Instructions Not Included”/”Instrucciones no incluidas” will expand to about 500 theaters this upcoming weekend and will be marketed to a “crossover” market that includes English-speaking moviegoers in areas with larger Hispanic populations.

  • Emirates Airlines

Emirate AirlinesHavas Media has won Emirates’ global media planning and buying account following a hotly contested review. The decision means the account, which is believed to be worth an estimated US $150 million, is no longer with Starcom MediaVest Group (SMG), which had held the business since 2008.

  • Newell Rubbermaid

Newell Rubbermaid has begun a review of its global-media-agency business less than a year after bringing on a new chief marketing officer. According to the firm’s financial statements, in 2012 the company reported US $146.8 million in global advertising expenses, plus cooperative advertising or trade-promotion costs of $118.5 million, which were treated as a reduction of net sales under accounting rules. According to Kantar, the company spent U.S. $12 million on U.S. measured media in 2012. Newell Rubbermaid currently employs different media agencies around the world. the move to potentially hire a shop with a multi-region scope is in line with the company’s decision to hire a CMO with a global background.

  • Vidisco

Vidisco announced the launch of its new website in Spanish. In an effort to cater to the growing demand for Vidisco’s portable Digital Radiography X-ray systems in many Spanish-speaking countries and to improve customer service in these regions, Vidisco created an even friendlier, more in-depth Spanish interface.As Vidisco products are found in over 75 countries around the world, the Spanish website will enable a larger audience to become familiar with the innovative digital X-ray equipment the company offers. Vidisco’s cutting-edge, lightweight digital X-ray systems are offered for the NDT, Security and Veterinary fields and are used for a great range of inspections. Ari Diamond, Vidisco’s CEO, stated: “We are very happy to launch our new Spanish website. We believe there is huge potential in the Spanish-speaking market and want to cater to its needs. Particularly in Latin America, we are seeing an increase in activity as the region seems to express a great interest in new, cutting-edge technologies.”

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

Join us at PORTADA Mexico!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

    • T-Mobile
      U.S. number-four operator T-Mobile USA launched the GoSmart prepaid mobile brand  nationwide.  The launch signals a new  entrant into the nationwide prepaid space.  The Hispanic population is an  important customer in the prepaid space.  The  GoSmart offering is now available at more than 3,000 wireless reseller  stores around the country.   T-Mobile has been trialing the service since  December and has signed up “tens of thousands” of customers. “It’s beat our  projections pretty handily,” Doug Chartier, senior vice president of  marketing for GoSmart, told Reuters.
    • Remax
      Remax HispanicReal estate franchisor Re/Max will  continue its “For All the Things That Move You” national ad campaign in 2013 using an integrated strategy that includes network and cable television, radio, print, digital and social media. A TV ad campaign that debuts today features three  30-second ads, two 15-second spots and one Spanish language ad that will air throughout the U.S. Creative agency R&R Partners of Las Vegas and media buying agency Carat will help it “maintain a consistent presence throughout the year” with “year-round visibility.” The franchisor says it intends to maintain its leading national television “share of voice” among real estate companies, which the company claims to have held on to since 2002. “The TV spots capture the individual style of consumers from  every walk of life, and convey the pride and honor felt by Re/Max agents  who help consumers find a house they can call their home,” said Mike Ryan, Re/Max’s executive vice president of global communications and branding, in a statement.
    • Boeringer Ingelheim
      Republica, a cross-cultural advertising, digital and communications agency, announced that it has been selected by Boehringer Ingelheim Pharmaceutical Inc. (BIPI) to serve as the pharmaceutical company’s first cross-cultural advertising agency of record, executing marketing communications strategy for the company in the U.S. Republica will partner with BIPI, the nation’s fastest-growing pharmaceutical company, to develop and execute a total market strategy that will tap into multiple divisions of the agency including research, advertising, media, branding, public relations, social media, community relations and promotions.”We’re proud to partner with Republica, one of the fastest-growing agencies representing the fastest-growing consumer segment in America,” said Christopher Kaplan, Senior Vice President and Chief Marketing Officer, Boehringer Ingelheim Pharmaceutical Inc.  The multi-phase campaign will focus on introducing and raising awareness for BI and several of its brand portfolios within America’s multicultural markets, with an initial effort focused on the U.S. Hispanic community. The first initiative led by the agency is expected to launch in mid 2013.
    • Northgate Gonzalez
      The Anaheim, Calif.-based Northgate Gonzalez Markets chain currently includes 37 stores in Orange, Los Angeles and San Diego counties, and the company plans to open three to five new stores a year, according to a report by KPBS.The newer Northgate Gonzalez locations have bulk food sections, and a wide selection of prepared foods like carnitas, ceviches, salsas and aguas frescas. TV screens in the meat department show soccer games and Mexican talk shows, KPBS reported.Many of the family-owned chain’s stores are in underserved neighborhoods. That strategy drew the attention of Michelle Obama last year. She spoke at a Northgate Gonzalez store in Los Angeles to promote a new California loan fund aimed at encouraging supermarkets to open in areas with little access to fresh food. Northgate Gonzalez was the first recipient of loans from the California FreshWorks Fund , receiving $20 million, the broadcast outlet said.
    • Post Foods
      Honey Bunches HispanicPost Food’s Honey Bunches of Oats is, for the second straight year, partnering with Univision Communications Inc in a national music-driven multimedia campaign that will launch this February. The lynchpin of the culturally relevant 360-degree promotional campaign will be “El Tour Positivo” — a multi-city Honey Bunches of Oats branded concert series taking place in key markets throughout the U.S. that will be produced by Univision, along with branded original content that will air concurrently on Univision Network, UniMás and Galavisión and promoted on Univision Radio in each market. Each concert will be featuring some of the top Latin artists in the industry.
    • Million Hearts
      A new educational resource to help Hispanics take control of their heart health is available from Million Hearts, a national public-private partnership that works to prevent 1 million heart attacks and strokes by 2017.”Cardiovascular disease is the leading killer in every racial and ethnic group in America, and Million Hearts is committed to ensuring that everyone understands their risk,” said Janet Wright , M.D., executive director of Million Hearts.  “These new resources will help Spanish-speaking Americans calculate their risk and, more importantly, take steps to reduce it. The new educational resources include the Four Steps for Heart Health fact sheet, an illustrated booklet that includes multi-generational advice and The Million Hearts website En Espanol ttp://espanol.millionhearts.hhs.gov.
    • Got Milk-California Milk Processor Board
      The California Milk Processor Board has launched an advertising campaign urging parents to make an evening ritual out of warm cupfuls of milk. The campaign started last week with Spanish-language spots on Univision and will spread in the spring to English speakers.The board, based in San Clemente, Orange County, promotes the top-grossing farm product from the Northern San Joaquin Valley and the state overall.The board has targeted Latinos in the past with ads describing how milk can enhance dental health and build strong muscles, among other things. The new campaign will have radio and online elements along with TV.

 

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.