Anheuser Busch


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 of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Monster EnergyMonster Energy extended its partnership with Swedish events and production company DreamHack for two more years, as the Global Strategic Partner through 2019 along with sponsoring each festival and esports tournament produced by DreamHack. According to a 2014 Think Now Research study, Hispanics express more interest in watching others play video games compared to Non-Hispanics.
  • MetroPCS signed a multi-year partnership with Texas Motor Speedway. MetroPCS have publicity presence during April’s O’Reilly Auto Parts 500 NASCAR doubleheader weekend and November’s AAA Texas 500 NASCAR Playoffs tripleheader. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • FacebookFacebook announced a partnership with UK based esposrt company Gfinity, to exclusively stream Gfinity Elite Series esports tournaments throughout 2018. The arrangement covers the UK and extends to new territories which are part of Gfinity’s global expansion plans.
  • Razer announced a two-year deal with Spanish Team Queso, the first mobile-only esports team.
  • WWE and Spanish Sports Channel GOL enter into TV rights deal to broadcast WWE highlights in Spanish.
  • Major League Baseball and Barbasol announced a new sponsorship agreement that extends across ballparks, media and retail. Starting during the 2018 season, Barbasol will highlight its product launches with integrated branding across Baseball’s broadcast and digital platforms such as MLB Network and MLB.comit will also sell products featuring MLB branding at retail locations across the U.S.. 31% of MLB players are Latino, according to ESPN.
  • NASCAR and Anheuser-Busch announced a multi-year agreement that welcomes the beer brand back as an Official Partner and the “Official Beer of NASCAR,” replacing Coors Lite sponsorship. The deal includes sponsorship of the Monster Energy NASCAR Cup Series Busch Pole Award, rewarding the driver with the fastest qualifying time each week.

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  • Formula 1Kingsford extended its official partnership of MLB, promoting Opening Day March 29 with Vin Scully, Johnny Bench, Dominican American David Ortiz and Noah Syndegarrd presenting a multimedia campaign.
  • Formula One signed a multi-year extension of its partnership with Snapchat to bring ten races to the platform. Snapchat’s production team will curate snaps posted by drivers, teams, journalists and fans, and add race footage. According to Omnicore, 30% of US Millennial Internet Users use Snapchat regularly.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

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Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

What: Jorge Inda Meza, Head of Marketing at Anheuser-Busch, and a member of the soon to be announced Portada Sports Marketing Board, talked to Portada about the company’s Copa America advertising last year, and why sports marketing investments will continue to be crucial to Anheuser Busch going forward.
Why it matters: It is no secret that beer is one of the most marketed products during sports events. This is why brands like Anheuser-Bush have been using different sports and special sports events as their door towards growing their brand recognition and consumption. (Total ad expenditures of Anheuser Busch were of US $1.57 billion in 2014).

“Last year was a very important and successful year for soccer in the U.S.,” says Jorge Inda Meza, Head of Marketing at Anheuser-Busch. Copa America was played in the country for the first time, reflecting the growing interest in the American community, both Hispanic and English-native, for soccer.

Image result for bud light copa america mexicoOf course Anheuser-Busch wasn’t going to let this huge opportunity pass. “For years Bud Light has been soccer’s main sponsor in the U.S.” says Inda Meza. So once they got the news Copa America was coming to the country, it didn’t take them long to make an offer to become the tournament’s main sponsor.

In addition, Bud Light is also Mexico’s national team official sponsor and, for the games season, it signed a deal with Mexican Soccer star Chicharito as its influencer and spokesperson. Having these three connections to the fans permitted the brand to be where the attention is.

This year Bud Light has signed an agreement to be FIFA Confederations Cup main sponsor in the U.S., and it will keep sponsoring Mexico’s national team.

What Inda Meza and his team learned from the whole experience was that is crucial to create several different connecting points with consumers. It just wasn’t enough to be on TV when the fan is in the stadium, or being on a mobile platform when the fan is reading the local newspaper. “We really needed to be everywhere,” he ads.

It might come as a surprise to some of us, but one of Bud Light’s main marketing outlets were local weekly Hispanic newspapers, mainly in California. “During other times of the year newspapers are not relevant to us. But during the Copa America, for example, we have to be there,” explains Inda Meza.

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A second fact, the Bud Light campaign showed was how much English-natives love soccer. It isn’t a Hispanic-only sport anymore. Many of the games were broadcasted in English. This only means a bigger audience and more consumers.

What’s up for 2017?

One thing Inda Meza has learned is how important it is to get the right properties, and to be the event’s and team’s main sponsor. This year, for example, Bud Light has signed an agreement to be FIFA Confederations Cup main sponsor in the U.S., and it will keep sponsoring Mexico’s national team.

Bud Light isn’t their only strong brand in sports. Michelob Ultra, for example, keeps being golf’s main sponsor as “Official Beer of the PGA TOUR”.

Image result for Budweiser to support the MLB.What is different about Michelob Ultra is that it is a brand that “calls to action”, believes Inda Meza. This is why it also sponsors the Rock n Roll Marathon, and other races. And of course, there is also Budweiser to support the MLB.

Any massive sport, such as the NFL, NBA, or soccer, will keep being our bet.

In terms of general marketing, Inda Meza believes that his team will need to implement stronger and better-thought out of digital strategies. “We also need to tell stories which are emotionally relevant and that stand out because of their creativity,” Inda Meza ads.


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.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • TD Bank

TDBnk_AMCB_alt_col_EN_400x400Toronto-Based Company TD Bank, which spent US$191.2 Million on U.S. Advertising in 2014, is reviewing its media and creative business. Interpublic Group’s Tierney has been handling TD’s creative, digital and media planning and buying in the U.S. for years. In 2015, the company spent US$33.5 million on measured media in the U.S., according to Kantar Media.



  • Grupo LALA

descargaMexican dairy company Grupo LALA, S.A.B. de C.V announced it has entered into an agreement to acquire from Laguna Dairy, S. de R.L. de C.V. (“Laguna”) certain assets related to Laguna’s branded business in the U.S. (the “Branded Business”) for US$246 million in an all-cash transaction. This acquisition is in line with Grupo LALA’s strategy of expanding in value-added branded categories in high-growth markets in the Americas.The Branded Business will sell approximately U.S. $200 million in 2016 and has achieved double-digit growth for the past two years. The branded portfolio includes products in high-growth segments such as mainstream drinkable yogurt under the LALA® and Frusion® brands and specialty milks under Promised Land® and Skim Plus® brands. The acquisition includes three production plants and 5+ brands. This transaction will also provide a local platform to expand the presence of LALA’s authentic Mexican product line in the large U.S. Hispanic segment.

  • Connecticut Lottery

tfthetMD_200x200Connecticut Lottery Corporation has named Mason agency of record of its’ new game, KENO. The agency will handle all strategic messaging, creative, production, advertising and media buying. Additional Mason clients include Yale New Haven Health, The Connecticut Open presented by United Technologies, Odyssey Logistics, Hospital for Special Care and The United Illuminating Company.



  • Miller Lite

descarga (7)Miller Lite has returned to Texas for its third annual installment of Conciertos Originales. June 23 through August 27, consumers will have a chance to experience from over ten free concerts taking place in Dallas, Houston, San Antonio, and McAllen, Texas. Artists performing on the Miller Lite stage include La Arrolladora Banda El Limón, Banda Los Recoditos and Duelo.The concert series, curated exclusively by the Original Light Pilsner, boasts a lineup of Latino artists that will cater to fans of diverse musical genres, like norteño, country and cumbia.Entry to concerts in Dallas, Houston, San Antonio, and McAllen will be free of charge and on a first-come, first-served basis for those of legal drinking age. Select events will offer VIP entry and opportunities to meet and greet headlining artists.

  • Starbucks/ Anheuser-Busch

descarga (5) Coffee company Starbucks is partnering with Anheuser-Busch InBev to make, bottle and distribute its ready-to-drink teas Teavana, which will be introduced throughout the U.S. in the first half of 2017. Anheuser-Busch is best known for beer like Budweiser and Bud Light brands.For A-B InBev, the partnership gives it an additional revenue source in the U.S.Starbucks bought Teavana for about US$618 million three-and-a-half years ago. In 2015, its U.S. locations have sold more than US$1 billion of Teavana drinks, an 11% increase from a year earlier, according to Adage.


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A recap of news and trends in the Sports Marketing world as compiled by Portada’s Editorial team….

Spark and 120 Sports Announce Real-time Integration Deal

120_SportsDigital Properties are increasingly announcing deals with agencies (as opposed to with single companies or brands). The trend also includes the sports realm: 120 Sports announced a digital-led partnership with Spark SMG focused on real-time brand integrations across the league-owned multi-sports network.
The partnership is designed to better position Spark SMG clients with audiences as they increasingly migrate towards mobile devices and other OTT platforms. The partnership involves eight Spark SMG clients in total; one of them, Bass Pro Shops, launched its campaign on 120 Sports at the beginning of November. While Steve Mazeika, Communications Manager at Spark did not want to disclose the other 7 Spark clients participating in the program he did say that “these marketers span an array of industries, including QSR, automotive, and pharmaceutical – to name a few.” Spark clients include Taco Bell, Kao, Mead Johnson, Chicago Fire, Red Lobster and Morgan Stanley. Bass Pro Shops will work closely with 120 Sports to produce and deliver branded content in real time to capitalize on the value of timely content around new and evolving news and stories, as well as deliver an authentic brand experience for users. ” “Our approach is to cater to today’s sports fans whose expectation is to consume sports content how they want it (mobile, OTT, desktop), when they want it (live, on-demand) – a total market approach inclusive to all. Currently, all of our content is in English,” Emigdio Gamboa, spokesperson for 120 Sports, tells Portada. 120 Sports will also work with Spark SMG brands to create an on-site presence at several large, sporting events this coming year that will capitalize on trending sports conversation and buzz. Asked about whether, deal includes data sharing between Spark and 120 Sports Sparks Mazeika notes that “that is not currently built into the scope of Spark’s partnership with 120 Sports.”
120 Sports is a network partnership involving multiple leagues and media properties created for the digital generation and the devices it uses most.

Anheuser Busch expands NBA deal to Content Production and a Hispanic Component

DIAGEO NBA LOGOEntering its 18th year of sponsoring the association, Anheuser-Busch will for the first time work with the league to produce digital content for online platforms, that will be aimed at bringing “its brand messages to life through basketball”. The renewal also includes enhanced packaging and marketing rights, with Anheuser-Busch, the Drinks Business reports. It includes the ability to feature select NBA and team logos collectively on cans, bottles and other packaging and in promotional campaigns. Anheuser-Busch will also expand its marketing partnership to include USA Basketball (Amateur Basketball Association) and the league’s Hispanic marketing initiative, Noches éne bé a. Emilio Collins, NBA executive vice president of global marketing partnerships said the expanded partnership would allow it to engage fans in a number of new ways “through live events, retail programs, digital activation and great storytelling.” Anheuser-Busch will continue as the official beer partner of the NBA, Women’s National Basketball Association (WNBA) and NBA development league.

Will NBA, MLB or NFL Create Mexican Franchises?

Mexico FansSoccer reigns in Mexico but the NBA’s latest regular-season game highlighted the growing interest of US professional sports leagues to woo fans in the potentially huge market. Despite a 2013 generator malfunction that forced a game to be cancelled right before tipoff, the NBA held a regular-season contest in Mexico City for the second year in a row last week. The contest between the Boston Celtics and Sacramento Kings underscored the growing desire of US basketball, American football and baseball leagues to tap a growing fan base that watches more than just “f útbol.” “We consider Mexico a priority market where our business has grown and we see great potential,” Philippe Moggio, NBA senior vice president for Latin America, told AFP as fans bedecked in Celtics green and Kings purple flocked into the arena. While the game fell on the same night as the Mexican football league’s semi-finals, nearly 19,000 fans packed into the 22,000-capacity Mexico City Arena. A study by the NBA found that there are around 14 million NBA fans in Mexico, out of 118 million people.
The NFL and MLB are also looking to increase their foothold in Mexico. The NFL said in August that it was examining the possibility of staging regular-season games again. The last time, in 2005, a record crowd of 103,467 crammed into Mexico City’s Azteca stadium to watch the Arizona Cardinals defeat the San Francisco 49ers. MLB may take the boldest step, as league commissioner Rob Manfred said in October that officials were “really interested” in potentially launching a franchise in Mexico. “If we can find the right location, it is possible to support a team in Mexico economically. And an increased flow of Mexican players into the big leagues combined with a team in Mexico would help us with the Hispanic market in the US,” Manfred told the Hollywood Reporter.

CHECK OUT: McDonald’s Patricia Diaz: “More and More Latinos are Becoming Football Fans”

Will Sponsors Reign in Fifa’s Corruption Sleaze?

fifaFive major FIFA sponsors have voiced their displeasure with the way the global soccer organization is handling its affairs amid an ongoing corruption scandal. Five key sponsors—Adidas, Anheuser-Busch InBev, Coca-Cola, McDonald’s and Visa—sent FIFA a strongly worded letter demanding “independent oversight” of the federation’s reform process, stressing the urgent need for “cultural change.”
“As sponsors and long-time supporters of football at every level, AB InBev, adidas, The Coca-Cola Company, McDonald’s and Visa all want to see FIFA effectively resume its mission of developing the great sport of football around the world.” The letter continues by saying: “We know that you, the Executive Committee members, will soon be considering a list of reforms aimed at strengthening FIFA’s governance. We urge you to embrace positive changes and also recognize that this is just one step toward creating a credible future for FIFA. We want to emphasize to you the values and characteristics that we believe should be incorporated through the reforms. Transparency, accountability, respect for human rights, integrity, leadership and gender equality are crucial to the future of FIFA. Reforms can set the proper framework for these characteristics, but a cultural change is also needed. The culture change has to begin within FIFA and filter through to the Confederations and FIFA’s Football Associations.” According to the five corporations who sent the letter, independent oversight is crucial: We still believe any reforms should be subject to independent oversight.”

ESPN Relaunches Spanish Sites, New Apps coming in Spring

ESPN relaunched its Spanish-Language websites in U.S. and Across Latin America. Redesigned sites deliver mobile-first design and ESPN’s local, regional and global sports news, content and coverage. Built on powerful new technology and content management platforms, relaunched editions follow U.S. and U.K. relaunch in April; mark next step in global “editions”. The completely redesigned platform will serve fans across Latin America, with dedicated local ESPN sites in Argentina, Chile, Colombia, Mexico and Venezuela. U.S. Hispanic fans will be served by a relaunched edition of ESPNdeportes.com. Fans in Brazil continue to be served by ESPN.com.br (Portuguese-language). The sites are powered by ESPN editorial and content teams across Latin America and around the world, including teams in Buenos Aires, Mexico City, Miami, Los Angeles and the Bristol, Conn. headquarters, as well as reporters and journalists spread across Latin America and editorial teams around the world dedicated to industry-leading coverage of global football, rugby, tennis, boxing, baseball, basketball and more. Built on the same technology infrastructure and design elements as the new ESPN.com (which debuted in April), the sites have been re-engineered to be faster, make more of ESPN’s industry-leading content easily discoverable, and deliver a more engaging experience for fans.“Bringing a uniformly great experience to sports fans all over the world is central to our mission at ESPN,” said John Kosner, executive vice president of ESPN Digital and Print Media. “Working together with our leadership teams around the world, we are delivering editions of ESPN.com to fans across the Western Hemisphere. These will be followed by new Spanish-language editions of the ESPN app next spring.

CHECK OUT:  Bold Worldwide’s Brian Cristiano: GoPro and Red Bull are Two Examples of Brands that Do it Right

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.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Barilla

descargaBarilla, maker of Italy’s pasta brand, is celebrating Latinas’ creativity in the kitchen and passion for new flavors with the launch of its latest campaign, Latino Italian Fusion. Combining two family favorites—Latino flavors and spices and traditional Italian ingredients—Barilla has partnered with celebrity Chef Ingrid Hoffmann to develop recipes, as part of a video series that captures el sazón Latino in re-imagined pasta dishes. The how-to video series, distributed in partnership with Meredith’s Siempre Mujer, is available on http://siempremujer.com/barilla. Inspired by the diversity of Latin cuisine, Barilla is collaborating with premier Latino chefs to develop a roster of Latin-inspired pasta dishes exclusively for Latino Italian Fusion that captures the flavors of Mexico, the Caribbean, Central and South America.

  • Anheuser-Busch /NBA (adds Hispanic marketing initiative, Noches éne-bé-a)

descarga (1)Anheuser-Busch and the National Basketball Association (NBA) announced a four-year extension of their marketing partnership, which began in 1998. Anheuser-Busch will continue as the Official Beer Partner of the NBA, Women’s National Basketball Association (WNBA) and NBA Development League (NBA D-League).  As part of the agreement, Anheuser-Busch will also expand its marketing partnership to include USA Basketball and the league’s Hispanic marketing initiative, Noches éne-bé-a.Anheuser-Busch and the league will work together to produce an original digital content media series. These videos will appear on NBA-owned properties and will be shared on Anheuser-Busch-owned properties this season.The partnership also includes enhanced packaging and marketing rights, featuring select NBA and team logos on cans, bottles and other packaging and in promotional campaigns, enabling its brands to better connect with the league’s rapidly expanding national fan base.  Budweiser and Bud Light will run NBA marketing activations at the same time, with each brand owning year-round platforms and different marquee league events, including NBA All-Star, NBA Playoffs, The Finals, NBA Draft, and WNBA All-Star.These brand will also engage fans in a multitude of new ways through live events, retail programs, digital activation and great storytelling.”In addition to its league partnership, Anheuser-Busch will promote its brands via the NBA’s broadcast partners and continue to engage fans locally through its 22 team deals.  Anheuser-Busch also has NBA partnerships in other regions, including a recently announced extension with Harbin Beer in China, and a new partnership in Brazil.

  • Celebrity Pink & Ximena Cordoba

bbCelebrity Pink, the Los Angeles-based apparel company known for fabric innovation, has partnered with Univision Communications to launch Body Sculpt by Celebrity Pink with Ximena Cordoba, on-air personality on Univision Network’s popular entertainment program “El Gordo y La Flaca” (The Scoop and the Skinny) as the brand ambassador. This new women’s body shaping brand will be sold exclusively at Macy’s, launching just in time for the holiday season.  The collection features body-sculpting jeans available in three styles.The Colombian model, actress and television presenter is one of the most influential women in Spanish-language television and is widely recognized for her feminine sense of style.Retailing at US$52, the chic collection offers three styles in a variety of washes and colors.



For the first time ever, the makers of the HERDEZ® brand, a mexican salsa brand, and the makers of the DONA MARIA® brand, a mexican mole brand, are partnering to bring Las Posadas celebrations to local communities and children in Los Angeles, Calif. Las Posadas or the inns, is a nine-day celebration taking place from Dec. 16-24. The Mexican holiday features pilgrims on candlelit processions filled with singing and cheer culminating in festivities and traditional foods offered by an innkeeper. This year the two brands will kick-off the holiday by hosting a free posada for the local community on Wednesday, Dec. 16 from 5:30-7:30 p.m. at the El Paseo Inn restaurant at Olvera Street. The community will enjoy a fun-filled celebration with food, music and live mariachi.

  • Goodyear

The Goodyear Tire & Rubber Company has announced it will combine its North America and Latin America businesses into one Americas business unit, effective January 1, 2016.The combined business will serve customers and consumers more effectively and efficiently by integrating processes such as product development, market forecasting, and product supply.  All manufacturing plants in the combined region – including the new Americas plant in San Luis Potosi, Mexico, scheduled to open in 2017 – will be leveraged to serve all customers in Mexico, Latin America and North America. The Americas business unit will be led by Stephen R. McClellan, currently president of Goodyear’s North America business. Marcelo Toscani, currently vice president of global manufacturing, will serve as president of the company’s Latin America operations and report to McClellan.Goodyear is one of the world’s largest tire companies. It employs approximately 66,000 people and manufactures its products in 49 facilities in 22 countries around the world.

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • General Motors

2015-GMC-Canyon-04-720x340The American multinational corporation General Motors is planning to target a number of buyers with its new mid-size pickup trucks Colorado and Canyon, specially the Hispanic Market. Carat is General Motors media buying and planning agency.According to Chevrolet Colorado marketing manager Tony Johnson, the company is also targeting wide-ranging vehicle segments with the new trucks, expecting to steal buyers from crossover SUVs and full-size trucks.The Colorado and Canyon’s main targets will be the similarly-sized but elderly Nissan Frontier and Toyota Tacoma. Both Colorado and Canyon trucks will go on sale in the fall. Two engines will be initially offered: a 200 horsepower 2.5-liter four-cylinder and a 305 horsepower 3.6-liter V6.


134228NESTLÉ® LA LECHERA® , Sweetened Condensed Milk,  and Chef Pati Jinich, host of the PBS show Pati’s Mexican Table and author of the cookbook by the same name, have announced a partnership to provide new and traditional experiences to inspire Latina Moms through snacks, desserts, breakfasts and treats. Every month between August 2014 and July 2015, the brand will share an exclusive two-minute video of Jinich presenting a new recipe and what her personal inspiration was for developing it for her family. This and the remaining clips and recipes will be shared and promoted across La Lechera’s digital assets (LaLechera.com, Facebook, Twitter and soon-to-launch YouTube), and Jinich’s online platforms (including her blog, Facebook, Twitter, Instagram and Pinterest).As part of her partnership with La Lechera, DC-based Mexican chef Jinich will also make a series of online and offline appearances and incorporate La Lechera as a sponsor of the third season of Pati’s Mexican Table. The program will also be supported by digital and social media. Consumers and media are encouraged to follow along online via #LaLechera.

  • Coors Light

descarga (2)Coors Light is launching a new campaign. The new ads created by WPP agency Cavalry are expected to debut in mid-September. MillerCoors chief marketing officer Andy England gave few hints about the new advertising except that it would get “back to the basics of what we know works with Coors Light.” It is believed it will put more emphasis on the “refreshment” side of the “cold refreshment” equation. Recent ads have been overloaded with cold imagery, featuring so-called “explorers” retrieving Coors Light bottles, cans and pints from icy mountain peaks or underwater frozen caves.Below the “Scuba” commercial video:


  •  Mayweather Promotions

descarga (1)Mayweather Promotions has announced that it will retain the services of Pinta, a cross-cultural marketing firm, to assist efforts to market the company. Pinta, which means “paint” in Spanish,  targets general market consumers in diverse communities, first-generation Hispanics nationwide, and U.S.-born, English-dominant and fully-acculturated Latinos. Pinta has offices in Miami, New York, and Los Angeles and will offer a wide array of services to reach this key audience through public relations, digital, social, research, grassroots, and experiential strategies. Their immediate responsibilities will be to assist with media outreach for two upcoming action packed events that are scheduled to take place in the near future.

  • Anheuser-Busch

descarga (3)Anheuser-Busch, American brewing and manufacturing subsidiary of Belgium-based AnheuserBusch InBev , will now import Montejo. The launch of Montejo marks the first import from Mexico to the United States by Anheuser-Busch.Montejo is brewed at Cerveceria Modelo S. de R.L. de C.V. in Tuxtepec, Oaxaca, Mexico. Anheuser-Busch efforts behind Montejo’s launch in California, New Mexico, Arizona and Texas include an integrated advertising and marketing campaign with Hispanic targeted radio, digital, print, experiential and outdoor advertising. Los Angeles, Houston and San Antonio residents will also catch a glimpse of one of Mexico City’s most iconic images – classic VW Beetle “vocho” taxicabs – delivering Montejo samples to legal-age adults during various local events and festivals.In Los Angeles, Montejo will sponsor the GRAMMY award-winning Los Tigres del Norte  – a norteño-style ensemble band based in California.

  • McDonald’s

mcdonalds-sponsored-hed-2014The fast food chain has been running a number of sponsored creative ads on Instagram promoting its Bacon Clubhouse Burger , which are aimed to target a millennial audience. McDonald’s picked Instagram to grab the attention of smartphone-toting youngsters. However , the ads are generating many negative comments from users who were upset at seeing McDonald’s ads in their news feeds, according to Adweek .McDonald’s has had similar experiences with promos it ran on Twitter. Instagram was looking to expand its advertising and draw more marketers in, but after this , the social net could have second thoughts about it.

  • Lamar

descarga (4)Lamar Advertising Co.’s has purchased Marco Outdoor Advertising, which owns over 150 signs around New Orleans, including six digital displays. The acquisition strengthens Lamar’s presence in the south, especially in the region’s metro areas. Terms of the deal were not disclosed.The Marco signs are concentrated along major roadways around New Orleans. Lamar has been making strategic acquisitions to extend its reach across the southern half of the U.S. Last August the company announced acquisitions across the Southwest and California, among them Empire Outdoor’s roadside billboards in Riverside, San Bernardino, and San Diego counties, as well as in the L.A. metro area and the Inland Empire region, extending to the Nevada and Arizona borders.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

What: AT&T, Anheuser Busch and Pfizer  have signed up as advertisers at Fox Deportes Spanish-language broadcast of the Super bowl this Sunday February 2.
Why it matters: The Super bowl  between the Denver Broncos and Seattle Seahawks will be the first ever televised in Spanish in the United States.

NOTE: Portada’s 2014 Soccer Marketing Guide will be published tomorrow January 28! You will be able to download it for free and get a US $10 voucher reedemable at SOCCER.COM!

This coming Sunday February 2 is going to be a first for Spanish-language TV and online video streaming. As Fox Sports carries Super Bowl XLVIII from MetLife Stadium, so will also Spanish-language network Fox Deportes,The Super Bowl has never before been televised in Spanish in the United States.

Super BowlTom Maney, executive vice president of advertising sales at Fox Hispanic Media, told Reuters that sponsors signed up so far include AT&T, Anheuser-Busch and Pfizer. Maney added that
Fox should have sold nearly 90 percent of available advertising time on Fox Deportes by the time the Denver Broncos and Seattle Seahawks take the field on February 2.  Advertisers on Fox Deportes’ Super Bowl broadcast buy packages that also give them time on its video stream. Fox Deportes is available in 21 million homes.

For the English-language broadcast, the Fox network set the sales rate for a 30-second advertisement at US $4 million, matching the price set by CBS, the Broadcast right holder of  last year’s Super Bowl (XLVII). Fox began selling advertising for the game in May 2013. The inventory is now sold out. Confirmed Advertisers of the English-language broadcast are:

Anheuser Busch



Oikos (Dannon)

Turbotax (Intuit)






Axe (Unilever)





Bank of America




Wonderful Pistachios

Butterfinger (Nestle)

Doritos (Pepsico)





M&M (Mars)


More than 100 million viewers

More than 100 million viewers are expected to watch the title game on the Fox TV English-language broadcast. Fox expects the video streaming of its game on Fox TV to surpass the 3 million unique users who streamed last year’s Super Bowl game between the San Francisco 49ers and the Baltimore Ravens on CBS’s CBSSports.com . CBS’ stream last year had 43% more viewers than NBC’s live stream the year before, which chalked up 2.1 million unique users, according to Adgate.

Last year the Taco Bell ad was one of the most popular ads among Hispanics. While there was no Spanish-language TV broadcast before this year. Univsion Radio did broadcast the game in Spanish in 2013.

NOTE: Portada’s 2014 Soccer Marketing Guide will be published tomorrow January 28! You will be able to download it for free and get a US $10 voucher reedemable at SOCCER.COM!

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.

  • Anheuser-Busch InBev

AB-InbevAnheuser-Busch InBev is readying major marketing rollout of new Cider.The new brand, Johnny Appleseed cider, has been in development since 2011 and will primarily target drinkers ages 21-27, according to a distributor memo obtained by Ad Age. The memo says the new cider will be supported with “significant marketing support” and described it as a “major new brand launch.” Johnny Appleseed is expected to take aim at Angry Orchard, the cider brand marketed by Boston Beer Co., brewer of Sam Adams.

  • Hasbro

HasbroHasbro has consolidated the bulk of its global media business at OMD, which was the incumbent in 15 international markets, including Europe and China, sources said.Among the new markets added by the Omnicom media agency is the U.S., which had previously been handled by Interpublic Group’s Initiative.
OMD had already supported the business in more than 10 global markets. It’s now adding the North American business, as well as responsibility in new markets in Asia and Europe. GroupM’s MediaCom, meanwhile, retained the toy maker’s business in Latin America.Hasbro’s annual media spending worldwide is estimated at $300-$350 million. In the U.S. alone last year, Hasbro spent nearly $100 million in media, according to Nielsen.

  • Publicis Groupe buys UK’s Walker Media and forms new Media Network

Publicis Groupe confirmed that it has acquired a little more than 75% of media agency Walker Media from M&C Saatchi. Saatchi will retain 24.9% of the agency. Walker, which operates in the UK, will become part of the ZenithOptimedia Group. Walker will remain a separate agency in the UK and be the “cornerstone” for what Publicis said would be a new media network that will sit within ZOG. The idea is to use ZO’s global scale to help Walker better serve clients that need planning and buying services outside the UK. The new network will be launched in 2014. It will be led by Walker chairman Phil Georgiadis. Walker clients include Marks & Spencer, Boots and KFC.

  • Serta

Media shop Initiative, part of Interpublic’s IPG Mediabrands, confirmed that it has been selected as the media agency of record by mattress manufacturer Serta after a review. Initiative’s Serta account team will be based out of the agency’s Chicago office. Serta selected Initiative to manage the overall communications strategy, investment and analytics duties for its various product lines including The Serta Perfect Sleeper and the iComfort Sleep System.The client spends an estimated $30 million annually on ads.The media incumbent was Doner, which continues as Serta’s creative agency of record.

  • National Pork Board

The National Pork Board is kicking off “21 Dias de Tradiciones Navidenas” (21 Days of Christmas Traditions) on its Spanish-language Facebook page as part of its efforts to engage with Hispanic consumers during the holidays. The promotion will run Dec. 1 through 21 and will celebrate 21 Latin American countries in 21 days and promote pork consumption to Spanish-speaking consumers. Pork is a staple in the Hispanic culture, especially during the holidays.”This is a fun and engaging way for Hispanic consumers to learn more about other Latin American countries’ pork dishes, customs and traditions,” said Jose de Jesus, director of multicultural marketing at the National Pork Board. “By sharing typical pork dishes, like tamales and pernil with family and friends, it will inspire Hispanics to try something new and creative.”

See previous issues of Sales Leads!

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.


Beyonce SuperbowlTaco Bell’s ‘Viva Young’ spot that aired during the second quarter of the game was the most popular commercial of the  Superbowl night, according to a poll conducted by YaSabe.com. Second place with the Hispanic demographic went to Doritos and its first quarter ‘Goat 4 Sale’ spot. Taco Bell’s winning spot was the only commercial of the night that featured Spanish language content.

For the overall U.S. market, according to  USA Today’s Ad Meter, the  Anheuser-Busch ad won the first position as the most popular commercial of the night. The spot chronicled the relationship between a trainer and the horse he raised. Anheuser Busch was followed by P&G’s Tide and RAM in USA Today’s Ad Meter.

26% of Hispanics cared more about the Commercials than the Game

YaSabe’s polling suggests that 48% of Hispanic adults in the US tuned in to watch this year’s Super Bowl, and 26% of those indicated that they cared more about the commercials than the game itself – so the advertisers did make an impression on Hispanic consumers. But Taco Bell showed that it is possible to use Spanish language content to make special connections with Hispanic consumers, who after all are the fastest growing consumer demographic in the United States.

[youtube http://www.youtube.com/watch?v=KvxZcULxfKw]

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