Absolut Vodka


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

For prior Sales Leads editions, click here. 

  • Nintendo

Nintendo, a Japanese multinational consumer electronics and video game company headquartered in Kyoto, has launched a media review in the U.S., according to Adage.com. The gaming giant´s incumbent on the account is Publicis Media’s Blue 449 and will defend in the pitch.Nintendo Co. spent an estimated US$73.8 million in measured media in the U.S. in 2017, according to Kantar Media.Nintendo has hired External View Consulting to manage the search process.


  • Sling TV

Sling TV, the only streaming TV service to provide Spanish-language content by region, announced the launch of three Argentine channels in its “Sudamérica” regional pack, making Sling TV the leader in South American content among streaming TV providers in the United States. Telefe Internacional, El Trece Internacional and Todo Noticias join 10 other South American channels in Sudamérica, featuring content from countries like Argentina, Colombia, Ecuador, Venezuela and more.Sudamérica is available for US$10 per month when purchased on a standalone basis, or US$5 per month when combined with “Sling Orange,” “Sling Blue” and/or any Spanish-language service from Sling TV.In addition to these channels, Sling TV’s Sudamérica package offers TyC Sports, an Argentine sports channel that covers soccer, volleyball, tennis and basketball. Other channels in Sudamérica include Caracol, Nuestra Tele, NTN24, RCN Novelas, TV Venezuela, Ecuavisa Internacional, Bolivia TV, Canal Sur and Estudio 5. For more information on Sling TV’s Spanish-language offerings, visit www.sling.com/latino.



JOHNSON’S® is relaunching its entire lineup of baby care products globally – starting in the U.S. in late July. JOHNSON’S Baby US Hispanic team at CCOM Group is behind this effort. The iconic baby brand that our abuelitas loved will no longer look the same with a big transformation from the inside and out. For years, JOHNSON’S® has been listening to and responding to parent feedback about their products and with their latest restage the brand put modern parents at the center of the reformulation to make sure they live up to the expectations of today’s millennial parents and tomorrow’s Gen Z families. JOHNSON’S® has engaged 26,000 parents to help them create the new products.The brand has redesigned all of their washes, lotions and haircare products and reduced the number of ingredients in its portfolio by more than 50%, including removing sulfates and dyes. Their products have been free from parabens and phthalates for years—but now 96% of the ingredients in our leading products are naturally-derived. Not only is the design on the bottles changing but they’re also introducing new ergonomic bottles with pumps for convenient, one-hand use which makes bath time easier. JOHNSON’S USH media efforts as it relates to the relaunch include: dedicated Hispanic spend has increased +14% YOY; consistent, weekly presence on Hispanic National TV networks – like Univision, Telemundo, & UniMas; 70% digital plan is focused on channels that overindex against USH, like social & mobile video; branded presence on BabyCenter en Español to maximize reach amongst new moms and premium, high impact positioning in endemic Print, like Parents Latina.


  • Anheuser-Busch’s

As part of its ongoing Elevate initiative, Anheuser-Busch has launched two collections of downloadable stock photography featuring properly served beer, diverse consumers and brewers, myriad beer styles, and contemporary settings—for free. Anheuser-Busch says the images will be available royalty-free through photo sites Pexels and Unsplash, and feature four of the craft breweries now owned by Anheuser-Busch: Four Peaks in Tempe, Arizona; 10 Barrel in Bend, Oregon; Karbach in Houston; and Veza Sur in Miami. In 2017, 39 percent of beer drinkers identified as female, according to Mintel’s Beer and Craft Beer report, while 32 percent identify as African-American, Hispanic, Asian, or otherwise non-white according to Anheuser-Busch market research. A good number of beer drinkers who weren’t typically finding themselves represented in mainstream beer photography, marketing materials, and design. And it’s not because photo service users were indifferent: Pexels says diversity-related searches increased increased by 180 percent from 2016 to 2017.When consumers see people like themselves reflected in these beer images, this aligns Anheuser-Busch’s craft brands with young, diverse drinkers who are going to make up larger and larger portions of the beer-consuming market in the coming decades.


2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.


  • Smirnoff / Absolut Vodka

Smirnoff and Absolut,rival vodka brands, are both out with new limited-edition bottles. Smirnoff parent Diageo has begun releasing limited-edition bottles with designs inspired by specific North American cities.The first two bottles, for California and Chicago, will be available at retail through November.Each design features a locally resonant image on the front and references to local language and customs on the back.Absolut has released an “Absolut World” version that “aims to bring people together by defying the distances between us and carving out new connections across international borders,” according to the brand. “Absolut World” is part of a global campaign from parent Pernod Ricard encouraging people around the world to take selfies and share tips about the hotspots and hangouts they love within their home cities.Once uploaded, the selfies become part of a mosaic of faces of participants, along with their names, locations, and hotspot recommendations.“The platform will connect travelers from all around the world and unlock experiences that bring people together,” explained Lisa McCann, brand director, Pernod Ricard Global Travel Retail.Pernod Ricard Global Travel Retail is promoting the bottle and campaign in airports in key global markets.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Brown-Forman- Mediavest ::: W+K Brasil – Old Spice ::: Blackrock – Mindshare -MEC  ::: Absolut Vodka-AnalogFolka ::: WPP -IBM :::

  • Brown-Forman

descarga (5)Brown-Forman has awarded its global media account to Publicis’ MediaVest (NOTE: not Starcom as incorrectly stated in the subject of our 12/8/2014 Latam E-letter) following a four month review.The agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade. According to Kantar Media the company spent US$52m on advertising in the US in 2013 and works with several brands such as Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.

  • Old Spice

oldSpice_W-K-W+K Brasil is P&G’s Old Spice brand agency. Old Spice was handled by agency Grey. Due to this agency shift, the firm will more frequently use the image of Terry Crews, the brand’s advertising ambassador in the United States for the last four years, in its Brazilian campaigns. Grey was in charge of positioning Old Spice in the Brazilian market, following the brand’s first campaign launch starring actor Malvino Salvador. The move is part of an international brand alignment with its global partners; hence it has shifted to Wieden & Kennedy Brazil.

  • Blackrock

descargaGlobal asset management company Blackrock has appointed WPP’s Mindshare and MEC to handle its global media account. Blackrock, which spent over US $400m on marketing and promotions in 2013, has opted for the GroupM agencies over Carat, part of Dentsu Aegis, and Omnicom’s PHD.Mindshare will pick up the business in the U.S, Europe and Latin America, while MEC – the incumbent on the account – will continue to handle Canada and Asia.

  • Absolut Vodka

descarga (2)Absolut Vodka has appointed digital agency AnalogFolk to handle its global social media, following a pitch.The agency, which has offices in London, New York and Sydney, already has Pernod Ricard-owned brands Chivas and Malibu as clients.AnalogFolk will be responsible for continuing the spirit brand’s new “storytelling” marketing strategy via social media channels, branded content and editorial publishing.

  • IBM

Martin_Sorrell-WPP has signed a US$ 1.25 million with IBM that will allow the US giant manage their operations in La Nube. As part of this seven-year agreement, WPP will be able to innovate in digital services that will be run and managed with a global hybrid cloud infrastructure created by IBM.The deal may be extended with WPP using large data and analysis to improve its’ creative process, accelerate the launch of new products and services and encourage greater horizontal communication and collaboration across multiple brands.