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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 CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: OREO Brand ::: Born to rfrsh” by Sprite ::: ‘Find Your Magic’ by Axe ::: Aeromexico/WestJet ::: AC HOTELS BY MARRIOTT :::

  • OREO 

unnamedThe OREO brand has launched its new, globally integrated marketing campaign Open Up with OREO, which conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.The animated TV spot comes to life through the brand’s signature Wonderfilled aesthetic and upbeat music.  Set against the backdrop of a playfully diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. on January 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life. The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.The new campaign builds on the brand’s success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.

  • Born to rfrsh” by Sprite

descargaSprite is swapping its claim “The way things are” for “Born to rfrsh” after almost ten years. Under this new slogan, Sprite is launching a new multimedia platform, with “Ambition” being only the first piece. The same team, both agency and client, which created the claim “The way things are” a decade ago is bringing a new concept for the brand: “Born to rfrsh” .The agency Hello_ , recently founded by Walter Aregger and Hernan Ibarra, has developed the new regional campaign for Sprite along with Coca-Cola South Latin and Coca-Cola Mexico. The reinvention of the brand appeals to teenagers today, unlike those of the past decade. Multimedia communication platform “Born to rfrsh” is being launched with the firstpiece, “Ambition.” The spot was filmed by the Perlorian  Brothers of MJZ and shows an encounter between an old man and a young man who rejects his old notion of ambition and success.

  • ‘Find Your Magic’ by Axe

imagesUnilever’s Axe has released its ‘Find Your Magic’ campaign, developed by ad agency 72andSunny Amsterdam, which kicks off globally from 18 January in US and will include TV, print, OOH and custom digital content. Other partner agencies include Ponce and BBH, with VICE also creating content through the year.The campaign was made following a research showing that men feel pressure to conform. The study shows how Axe works with over 3,500 men in 10 countries and how men feel an overwhelming pressure to conform to masculine stereotypes, with only 15% of men in most countries strongly agreeing that they are attractive.The campaign will be reinforced by a series of short mobile and online tutorials featuring men with unusual style called ‘Instagroom’.

https://youtu.be/WzTSE6kcLwY

  • Aeromexico/WestJet

bb261ba339997c5472ee3fa5b867c9fb_400x400NMZvH2-T_400x400Aeromexico, Mexico’s global airline, and WestJet, Canada’s highest rated airline for customer service, have signed a codeshare agreement. Aeromexico and WestJet have had an interline relationship since December 2011. The new codeshare will give Aeromexico’s customers enhanced connecting service via Montreal, Toronto and Vancouver to more than 10 Canadian destinations, including Calgary, Edmonton, Winnipeg, Ottawa, Halifax, Deer Lake, St. John’s, among others.The agreement provides WestJet guests new connecting service from WestJet’s extensive Canadian network to Mexico City viaMontreal, Toronto, and Vancouver. In addition, WestJet will also now sell non-stop flights to/from Mexico from Montreal, Toronto, and Vancouver. WestJet Rewards are available on these flights as well.Both Aeromexico and WestJet will also sell tickets for travel on each other’s entire network, including non-codeshare flights, providing their respective guests another benefit of the enhanced relationship.

  • AC HOTELS BY MARRIOTT

aDTpcTi0_400x400AC Hotels by Marriott, Marriott International, Inc.’s new upper-moderate-tier, design-led lifestyle brand, announced the appointment of NYC-based Figliulo&Partners (F&P) as its global agency of record (AOR) following a competitive review. F&P will handle all positioning and branding responsibilities for the lifestyle brand, one of 19 within Marriott International’s global portfolio. The brand, which currently offers a global portfolio of more than 80 hotels, is on a significant growth trajectory, with more than 50 additional locations slated to launch over the next several years, 22 of which are expected to launch in 2016.The appointment of F&P as AOR supports AC Hotels’ stateside expansion and their focus on creating premium design properties at an unusually smart value. The agency’s first work for AC Hotels by Marriott is anticipated to launch in Q1 2016 across a variety of lifestyle and business outlets, including print, out-of-home, video, digital, social and mobile.

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. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • OREO 

unnamedThe OREO brand has launched its new, globally integrated marketing campaign Open Up with OREO, which conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.The animated TV spot comes to life through the brand’s signature Wonderfilled aesthetic and upbeat music.  Set against the backdrop of a playfully diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. onJanuary 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life. The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.The new campaign builds on the brand’s success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.

  • PepsiCo

321964Pepsico is partnering with online video food network Tastemade for a Super Bowl-timed series titled PepsiCo’s Game Day Grub match, The Wall Street Journal reports.PepsiCo is turning to student chefs from the world’s top culinary college to take game day cooking to a new level.Enter PepsiCo’s Game Day Grub Match, a one-of-a-kind cooking competition featuring students from The Culinary Institute of America competing to create the ultimate football food. There’s only one catch: each dish must creatively incorporate PepsiCo food and beverage products as ingredients.Tastemade, the digital media company focused on food, travel and lifestyle programming for the connected generation, was on hand to capture all the action. The students teamed up with culinary influencers – or “Tastemakers” – from Tastemade to help get their creative juices flowing. A Tastemade video series chronicling the competition launched at www.GameDayGrubMatch.com. The content will also be featured on the Tastemakers’ YouTube channels and promoted on Tastemade’s social platforms including YouTube, Instagram, Facebook and Snapchat.Tastemade will publish additional video content documenting Claire’s, Yejin’s and Joel’s experience at the Taste of the NFL event and the rest of their Super Bowl festivities early next month.

  • Bayer

js6tDCe-_400x400Healthcare conglomerate Bayer has two new digital agencies, according to Mediapost. Publicis Groupe’s Razorfish and iCrossing will oversee digital creative, and mobile responsibilities for its Consumer Health Care division. Razorfish will be responsible for Bayer’s allergy, skincare, and nutritional/gastro brands, such as Coppertone, Aleve, Claritin, and Alka-Seltzer. iCrossing will oversee Bayer’s cough/cold and foot care brands, including Dr. Scholl’s.Bayer spends about US$500 million annually promoting its Consumer Health brands, but this move will enable the company to shift some spending from TV to integrated digital platforms.The review was handled by Avidan Strategies. OgilvyOne and VML also participated in the review.

  • Moen
    moen_twitter_logo_1__400x400Moen has tapped Havas Chicago as its lead creative and media agency following a review handled by Cleveland-based Rojek Consulting Group . Other agencies participating in the review were not disclosed. The account was previously handled by The Martin Agency, which managed traditional creative, TV and print duties, and Critical Mass, which was responsible for digital creative and media.Read more.

 

  • ‘Find Your Magic’ by Axe

imagesUnilever’s Axe has released its ‘Find Your Magic’ campaign, developed by ad agency 72andSunny Amsterdam, which kicks off globally from 18 January in US and will include TV, print, OOH and custom digital content. Other partner agencies include Ponce and BBH, with VICE also creating content through the year.The campaign was made following a research showing that men feel pressure to conform. The study shows how Axe works with over 3,500 men in 10 countries and how men feel an overwhelming pressure to conform to masculine stereotypes, with only 15% of men in most countries strongly agreeing that they are attractive.The campaign will be reinforced by a series of short mobile and online tutorials featuring men with unusual style called ‘Instagroom’.

https://youtu.be/WzTSE6kcLwY

  • Goya Foods
Goya Foods. (PRNewsFoto/Goya Foods)
Goya Foods. (PRNewsFoto/Goya Foods)

Goya Foods, America’s Hispanic-owned food company, in collaboration with First Lady Michelle Obama’s Let’s Move initiative and the USDA, launches the second edition of the MyPlate/ MiPlato cookbook, Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion!  This book is part of the national MyPlate campaign designed to help educate Americans on eating healthy.  A pdf copy of the cookbook is available for free at www.goya.com. Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion! is a free bilingual cookbook featuring 10 complete plates with 30 healthy recipes that celebrate the culinary traditions of the Latin culture from around the world.  Each of the recipes incorporates all of the five basic food groups for a balanced diet including fruit, vegetable, grain, protein and dairy.  The cookbook also includes nutritional information for every recipe, easy-to-follow cooking tips, and estimated costs for every affordable meal.In addition, Goya has produced and distributed over 400 million products marked with the MyPlate logo and created more than 250,000 copies of two editions of the MyPlate cookbook, brochures, posters and lesson plans that have been distributed to consumers, supermarkets, teachers, school programs, and events nationwide.  In addition, Goya has reached millions by integrating healthy eating into its overall communications campaigns and will continue to focus on the health and wellbeing of their consumers for many more years to come.

  • Genesis by Hyundai 

imagesHyundai is launching Genesis, a new luxury brand, in the United States.The automaker sees Latino car buyers as important to the success of  the new brand.The company has data showing that purchases by Hispanics accounted for 68 percent of the growth of Hyundai’s U.S. sales in 2013-2014, La Prensa reports.Hyundai launched the new brand, which takes its name from the company’s Genesis luxury mid-size model, with the presentation at the auto show of the full-size G90 sedan.The 2017 Genesis G90 can be had with Hyundai’s 420-horsepower Tau V-8 engine, or with a new turbo-charged V-6 that puts out 365 horsepower.Both engines are coupled with a second-generation 8-speed automatic transmission.Hyundai’s experience with the original Genesis model has been definitive, giving the automaker confidence to embark on the ambitious venture of creating a new luxury brand.

 

 

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!

 ::: LAN Colombia – Global Mind ::: Unilever – Big Sync ::: Axe – 72andSunny :::  JWT – Mirum ::: BridgerConway – Corona :::

  • LAN Colombia

hNStmKLY_400x400LAN Colombia has choosen Global Mind as its Digital Performance Agency. The agency won after competing against several agencies, thanks to its long history of working in the travel and tourism industry. The agency will bring to the table their extensive experience of these industries both in Colombia and throughout the Latin American region. Global Mind will manage performance campaigns for LAN in Colombia, including strategies for SEO, SEM, Display, Remarketing and Programmatic purchase. The goal for the agency is to boost online sales using the latest tools and technologies available in the market, reaching a micro segmentation of audiences to strengthen the knowledge of users and develop specific strategies for each customer segment.

  • Unilever

3407a64e5eef72213e5c55b38479cb74_400x400The global CPG giant is looking to place more attention to the “value of music” in its advertising.For this reason, the company has hired specialist music agency Big Sync as the single supplier for its music services across brands globally. Led by CEO Dominic Caisley, the agency will be responsible for delivering music strategy, licensing services, and amplifying brands’ use of music.Big Sync will work with Unilever’s brand teams and creative agencies to implement strategic planning in the use of music, and Bartsch is confident that new system will deliver enhanced brand performance.Big Sync has been working with Unilever for 18 months, and has already completed 650 global projects, including the Axe campaign featuring a cover of Guns N’ Roses classic track ‘Welcome to the Jungle’.The agency has offices in London, New York and Singapore, and it planning to open further offices in Europe and South American later this year to help match Unilever’s international footprint.

  • Axe

descarga (4)72andSunny has won global creative work for Unilever’s Axe account. which will lead the account out of its Amsterdam office. The agency will begin work immediately. The assignment  will include a “significant global project.” 72andSunny is expected to be leading creative going forward. The review was handled without a consultant.Global creative duties on Axe up to now have been split between BBH in London and New York and Lowe and Partners’ Ponce, Buenos Aries. Unilever will continue to work with other incumbent agencies for Axe. BBH also handles work for Unilever’s Vaseline and Dove Men.The hire comes as Unilever is set to review its massive media buying and planning account.

  •  Mirum

descargaJWT Company has announced the launch of Mirum, a global company made up of 11 digital agencies with 40 offices in 17 countries worldwide. Dan Khabie will serve as CEO of the new company both in North America and globally and will report to Gustavo Martinez, Global CEO of JWT working between the East and Western Coast of United states. Stefano Zunino, Global Digital Manager of JWT will serve as president. Among current clients of the firm are CBRE, Cyrela, DaumKakao, Finnnair, HSBC, revista Luiza, Mazda, Microsoft, Nokia, Petcov, el Consejo de Promoción Turística de Singapur , TD Bank, Walmart and XL, among others. Mirum companies include Digitaria (United States), XM (Asia Pacific), CASA (Brazil), ActivearkJWT (Finland, Sweden, India and the UK) and Twist Image (Canada). Lunchbox (United States), i-Cherry (Brazil), HeathWallace (UK), Quirk (South Africa and UK), Clarus (Mexico) and X-Prime (France) will also be integrated to Mirum. The new company capabilities include strategic advice, creativity, content, user experience, platforms, analytics, knowledge (insights), product development and mobile services. It also has a range of digital retail, media and financial behavior services.

  • Corona

3L4xhFR6_400x400BridgerConway has been chosen by AB InBev group to add the Corona brand to its portfolio. The agency is already working along with Corona on the global initiative, which claims “Find Your Beach”, a concept that “reflects those authentic moments real and significant places that remain in our memory and connect people with their free expression “they explain. BridgerConway has adapted graphic pieces, advertising signs on  public roads, design and production of murals, BTL activations production, content for Social Media and more for the brand’s PDV.