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What: Bacardi, the spirits company best known for its rum, has added Patrón tequila to its more than 200 labels.
Why it matters: Even though general alcohol sales have decreased, sales of Tequila have increased, prompting major firms like Diageo and Pernod-Ricard (and now Bacardi) to close important deals with tequila makers.

 

Bacardi has announced it will buy Patrón Spirits, one of the best-known premium tequila brands. According to an official statement by both brands, the deal should be closed by the end of the first semester of 2018.

Bacardi and Patrón have held a close relationship for over a decade; according to the Wall Street Journal, the Bermudas-based rum brand already held a 30% of Patrón’s stake. With this new deal, Bacardi will hold 100% of the tequila company, adding it to the more than 200 labels already in the company, which include Bombay Sapphire gin, Grey Goose vodka, and Dewar’s scotch whiskey.

 

According to the announcement, Patrón’s value is US $5.1 billion, which will be added to Bacardi’s assets. Patrón produces more than 36 million bottles each year, reaching over 100 countries. Adding Patrón to Bacardi’s labels means a “great opportunity” for the global expansion of that brand of tequila, said Mahesh Madhavan, CEO of Bacardi. The Patrón deal makes Bacardi the top spirits maker in the so-called super-premium segment of the US market and the second largest spirits company in the market by value, only behind Diageo.

 

 

 

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 Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Mondelez – Dentsu Aegis Network’s Carat, Publicis Groupe’s SMG  ::: General Mills – WPP’s GroupM ::: Bayer ::: Bacardi :::

  • Mondelez

6D3DK65E_400x400The snack food marketing giant Mondelez International has split its US$2 billion global media agency assignment between Dentsu Aegis Network’s Carat and Publicis Groupe’s SMG. The new appointments are effective January 2016.Both agencies are incumbents and competed in a review that began in June . But the marketer has opted to retain both shops.Carat came away with North America (which SMG had handled) while retaining Europe and Asia-Pacific. SMG has been assigned Eastern Europe, Middle East, Africa and Latin America.Mondelez also confirmed that Carat has been appointed its single communications agency for global categories, which includes communications planning.

  • General Mills

glogosocial_400x400General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that Mindshare won the U.S. media business of General Mills. GroupM will support General Mills in Europe and Australia/Asia, and lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.The move consolidates business that was previously handled by a handful of other agencies and networks.Read more.

 

  • Bayer/ Global

js6tDCe-_400x400German pharmaceutical giant Bayer is looking for a new digital creative and media agency for its Bayer Consumer Care (BCC) division, which includes Bayer Aspirin, Claritin, Afrin and Midol.The company already works with creative agencies JWT and BBDO on brands such as Merck, AlkaSeltzer and Berocca, while WPP’s MediaCom handles all media.Bayer is looking to expand beyond its more “traditional” approach to media, especially TV.

 

 

  • Bacardi/latam

PysfgttC_400x400Bacardi is targeting millennial consumers with a new global campaign celebrating individuals with the “cojones” to “take the stage” and make themselves heard.It marks a departure from the rum brand’s previous marketing push around its heritage, with a campaign entitled ‘Untameable since 1862’.The new TV ad, called ‘The Truck’, attempts to show the world from the perspective of millennials, “capturing the energy of their life” as they embark on a cross-country journey for the ultimate house-party, mandmglobal reports.The campaign – the first to launch since Bacardi handed its ad and media agency accounts to BBDO and OMD respectively – introduces the new tagline, ‘There’s nothing in the way’.

https://youtu.be/Ogs6uD4xlNY

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. 5 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!

Click here for prior Sales Leads issues.

  • Sprint

gtarWgyY_400x400Sprint is about to name Miami-based Alma to handle its fast-growing U.S. Hispanic creative account. The Hispanic market is a major priority for the company wbose CEO, Marcelo Claure, is a Bolivian-American. Sprint’s newly-hired senior VP, Roger Sole, is from Spain and has worked for the last 13 years as a telecom marketer in Latin America. Sprint’s U.S. Hispanic review included at least a half dozen agencies.People familiar with the pitch said the final step was a shootout between Alma, the winner, and Y&R’s Hispanic agency Bravo, which until this year was a major AT&T agency. Other agencies involved in the review were independent shop Zubi Advertising and LatinWorks. The Community (formerly called La Comunidad) was also involved at an early stage but didn’t continue in the Sprint pitch. Interpublic’s Deutsch L.A., confirmed as Sprint’s creative agency of record less than six months ago, is building a Hispanic capability under the name DLatino, but that unit may have been considered too small to to handle Sprint. Alma is part of Omnicom Group. Sprint’s Digital Media is handled by Digitas. (Read our interview with Sprint’s Hispanic Marketing Manager Kymber Umaña).

  • Avocados from Mexico (AFM)

XNxop3uF_400x400Avocados from Mexico is about to launch two new digital properties/websites targeting the Food and Retail sectors. The not-for-profit organization that markets the Mexican Hass Avocados Importers Association and The Association of Growers and Packers of Avocados From Mexico, will also announce very “soon a new partnership with a group that will become its digital AORIvonne Kinser, head of Digital Media and Strategy for AFM, tells Portada. AFM works with Havas Media as its media agency for the general market. Inspire is AFM’s Hispanic AOR, including traditional media planning and buying.

 

  • Royal Caribbean

twitter-profile_400x400Mediahub has been named Royal Caribbean’s North America media agency.The win for the IPG agency comes just a month after Mullen Lowe, also part of IPG, won lead creative duties for the cruise ship company. Mediahub won the account from Mindshare. Media Storm also participated in the review. The media assignment includes planning and buying across both traditional and digital media platforms.Royal Caribbean spent about US$75 million on advertising last year, according to Kantar media. This is the second win in two months for Mediahub, which was also awarded the US$80 million Scott’s Miracle-Gro media account.

  • Mattel

barbie_fashionistas Mattel is rolling out a campaign for culturally diverse Barbie Line.The new line is called Barbie Fashionistas and is a collection of 23 dolls that feature eight skin tones, 14 different facial sculpts, 18 eye colors, 22 hairstyles and 23 hair colors and fashions. The new campaign will include TV with a robust soundtrack.  There will also be digital and social elements.Mattel spent US$13.4 million on U.S. media advertising for its Barbie brand in 2013, but this year plans to spend more than that on its new campaign.

 

  • Dodge’s “Te Pondrá A Prueba”

imagesAs the Hispanic market for autos is growing, automakers’ sector marketing spending against that population is tracking its growth. Hispanic consumers are now over 18% of the U.S. population. In an effort to raise its potential, FCA (Fiat Chrysler Automobile) U.S.’s Dodge brand has released a new campaign via Lopez Negrete Communications,called “Te Pondrá A Prueba” (“It’ll Test You”), which features actor Danny Trejo, the heavy dude in films like “Machete,” “From Dusk Till Dawn,” and “Once Upon a Time in Mexico.” He appears in three Spanish language commercials for the Dodge Challenger, Dodge Charger and Dodge Dart, playing a Dodge salesman with a twist.The new effort is extending to digital, including digital video assets, as well as social media. A central theme in the campaign is Trejo turning test drives into under-worldly adventures, with the humorous ads playing on Trejo’s intimidation factor as a dangerous, leather-clad killer. The 60-second anthem ad has Trejo negotiating table in the dark, save for the red, blinking lights from a nearby police cruiser, siren going.The next ad, slated for later this month, has Trejo letting someone test drive the 2015 Dodge Charger.

  • DreamMaker Bath & Kitchen

logoDreamMaker Bath & Kitchen is a remodeling franchise that helps entrepreneurs and remodelers earn strong financial numbers while allowing them to also focus on improving their quality of life. DreamMaker franchise owners enjoy much stronger margins than most remodelers — and their customers report much, much higher satisfaction. DreamMaker’s business practices are guided by biblical principles of service, respect and integrity — and are key to our success.DreamMaker has helped existing remodelers take their operations to the next level by providing training, systems and support; those same resources have helped entrepreneurs without a remodeling background launch businesses that are among DreamMaker’s top performers.

  • Stuart Weitzman

descargaShoe Brand Stuart Weitzman’s Fall 2015 advertising campaign featuring Gisele Bundchen is all about the legs, with its extreme thigh-high stocking boot taking center stage. Shot by renowned fashion photographer Mario Testino, the black-and-white ads embrace a distinctively minimalist aesthetic.Worn seductively by Gisele, the ALLLEGS boot hugs the supermodel’s legs, showcasing the extreme thigh-high’s sleek, form-fitting silhouette and unique 28-inch length. Chic to the core, the ALLLEGS is a stylishly dramatic addition to the brand’s iconic stretch suede thigh-high boots with drawstring closure. The ALLLEGS is available for pre-order on www.stuartweitzman.com and at Stuart Weitzman retail stores nationwide.Gisele, who debuted as the face of the Stuart Weitzman brand in the Fall 2014 advertising campaign, was chosen because of her international fashion icon status and her unique ability to personify the multi-facets of the Stuart Weitzman woman, from fashion-forward trendsetter to sophisticated tomboy to multi-tasking mom to the quintessential girl-next-door. The international advertising campaign will launch in the United States, Italy, France, England, Dubai, Germany, Spain and Asia. Outdoor advertising (billboards and kiosks) will run in Los Angeles, New York, Milan, Paris and Hong Kong. A behind-the-scenes video and additional creative content will be featured on www.stuartweitzman.com and in Stuart Weitzman boutiques worldwide.

  • Bacardi

PysfgttC_400x400Bermuda-based Bacardi Limited, the largest privately held spirits company in the world, announced plans to “take a major step forward in bringing the company’s brand strategies closer to its markets and making them even more relevant to its consumers.”The company plans to establish Centers of Excellence [“CoEs”] in Europe and North America each headed by a Chief Marketing Officer who will report to Bacardi Limited Chief Executive Officer Mike Dolan on the company’s global brands and to those Regional Presidents on regional and local brands, and in Region marketing executions.Those CoEs will create assets and partner with a more agile Corporate Creative Excellence team, the company’s external agencies, Hubs and Markets in ensuring those assets are executed in locally relevant ways. The company will continue to review plans with teams and will finalize details in the coming weeks.The Company’s new Centers of Excellence will be headed byMauricio Vergara, CMO North America and global lead for BACARDÍ® and GREY GOOSE®, based in Hamilton, Bermuda. The company’s Ready-To-Drink [RTD] and Tequila brands continue being led from Shanghai and Mexico respectively and brand leaders will be named shortly.

  • Heineken

u25Zff56_400x400Heineken and Wieden & Kennedy are parting ways after five years.The agency has primarily handled brand Heineken from its Amsterdam office, although Wieden & Kennedy New York has pitched in on U.S.-centric efforts, including for Heineken Light.According to the statement, the agency and marketer have “reached an agreement to terminate the global advertising contracts for the Heineken and Desperados brands.”Globally, Wieden & Kennedy is best known for its “Legends” campaign for Heineken, which earned the 2013 Creative Effectiveness Grand Prix. Ads feature stylish leading men navigating urban environments.Globally Heineken enjoys a strong relationship with Publicis, while in many markets the Company is working with local agencies to deliver local top-spin campaigns.The move comes as Heineken makes organizational changes, including combining the roles of global CMO and chief sales officer into one position called chief commercial officer held by Mr. van Karnebeek. As a result, Global Chief Marketing Officer Alexis Nasard is leaving the company. Heineken is also reducing its global operating regions to four from five.

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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 9 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!

Click here for prior Sales Leads issues.

  • VoixStar Telecom

logoVoixStar Telecom is set to start operations by this coming summer, with headquarters in Florida and operations in 2 other countries.With full mobile service, VoixStar will be a 360 Solutions Telecom, offering mobile, VOIP services, no PIN prepaid long distance and reloads or top-up for any mobile company in the world.VoixStar will start operations in a MVNE, offering full mobile LTE service in the U.S and 4G in Mexico and Colombia.VoixStar Mexico is also set to start operations at the same time as the U.S. this coming summer. VoixStar appointed Israel Iturbide as President of VoixStar Mexico with headquarters in Mexico City.In Colombia, VoixStar is schedule to launch their operations in the city of Cali. www.voixstar.com

  • Bacardi

PysfgttC_400x400Liquor marketer Bacardi Limited is about to shift global creative duties to BBDO Worldwide and media responsibilities to OMDWorldwide. The two Omnicom Group agencies will oversee Bacardi as well as other major bands including Grey Goose, Martini, Bombay Sapphire, Dewars, William Lawson’s, Cazadores and St. Germain.The company did not hold a formal review. Bacardi, one of the world’s largest privately held spirits company, spent US$74 million on measured media in the U.S. in 2014, according to Kantar Media. As of 2013 the company ranked as the 131st-largest ad spender in the states, according to the latest ranking from the Ad Age DataCenter.Media has been handled by WPP’s Mindshare in the U.S., and by Publicis Groupe’s ZenithOptimedia in Europe. The agency consolidation comes as Bacardi is in the midst of cutbacks.BBDO and OMD will handle the business from two global hubs in New York and London.

  • Visa

2a-H3Slp_400x400Visa has begun a global media agency review for the first time in over seven years.Omnicom’s OMD retained its U.S. account and added more international business during the last review. Visa spent us$113 million on measured media in the U.S. in 2014, according to the Ad Age DataCenter.

  • #PepsiChallenge

ziiqQdOt_reasonably_smallPepsi is giving creative control of its most iconic brand equity, the Pepsi can, to fans. As part of the 2015 #PepsiChallenge, consumers will have the opportunity to re-envision the recognized can with their own special designs and creative flair in the “Live For Now” Design Challenge.Led by #PepsiChallenge global ambassador and world-renowned fashion designer and creative director, Nicola Formichetti, the “Live for Now” Design Challenge will kick-off with a design concept from Formichetti, featuring his beloved Nicopanda emblem, that will serve as inspiration and lay the groundwork showcasing where consumers can go with their own submissions. A blank Pepsi can, with only the logo intact, allows consumers to re-imagine the facade of the Pepsi can, with the only limitations their own imagination.Continuing through May 13th, submissions from around the world will be accepted on www.PepsiChallenge.com, with one (1) winning designer offered a once-of-a-lifetime design experience at the PepsiCo Design & Innovation Center in New York City working alongside PepsiCo’s industry-leading design team.Every time consumers around the world use the #PepsiChallenge hash tag on public Instagram, Facebook, Twitter or YouTube profiles, Pepsi will donate US$1 to Liter of Light to help bring environmentally-friendly, inexpensive and easy to make lights to those around the world who need it most.The Pepsi Challenge will continue throughout 2015 with additional global and local challenges. Challenges are issued on Pepsi social channels, PepsiChallenge.com and via global and local ambassadors.

  • Coty

Logo_400x400Fragrance manufacturer Coty is conducting a review to consolidate global media. As part of the review, the company is asking agencies to agree to 150-day lags in payment.The beauty giant is currently based in New York, has a limited number of contenders.OMD, which supports Coty in the U.S., U.K., Ireland and Canada, has declined to participate in the review.Agencies within WPP’s GroupM and Dentsu Aegis will not participate as well, according to industry executives.Havas Media, Interpublic’s Initiative and Publicis’ Zenith have also been invited to participate in the review.

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 Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Click here for prior Latam Sales Leads issues

 ::: VoixStar Telecom ::: Visa ::: Bacardi ::: Etihad Airways  ::: Ford ::: Heinz :::

  • VoixStar Telecom / Global

logoVoixStar Telecom is set to start operations by this coming summer, with headquarters in Florida and operations in 2 other countries.With full mobile service, VoixStar will be a 360 Solutions Telecom, offering mobile, VOIP services, no PIN prepaid long distance and reloads or top-up for any mobile company in the world.VoixStar will start operations in a MVNE, offering full mobile LTE service in the U.S and 4G in Mexico and Colombia.VoixStar Mexico is also set to start operations at the same time as the U.S. this coming summer. VoixStar appointed Israel Iturbide as President of VoixStar Mexico with headquarters in Mexico City.In Colombia, VoixStar is schedule to launch their operations in the city of Cali. www.voixstar.com

  • Visa/ Global

2a-H3Slp_400x400Visa has begun a global media agency review for the first time in over seven years.Omnicom’s OMD retained its U.S. account and added more international business during the last review.

 

 

  • Bacardi/ Global

PysfgttC_400x400Bacardi has announced that it is aligning all advertising, media and digital business for its major brands with BBDO Worldwide and OMD Worldwide, both part of the Omnicom Group.The business was previously divided between 700 agencies and has a total media spending of over US$175m, according to Ad Week. WPP, Leo Burnett, and McCann Erickson were some of the agencies that worked on the business.The Bacardi portfolio includes brands such as Bacardi Rum, Martini, Bombay Sapphire, Grey Goose, and William Lawson’s.BBDO will be responsible for creative and strategic development of all advertising for the main Bacardi brands. OMD will lead on the planning and buying across social, digital and media platforms.

  • Etihad Airways/ Global

AtBTnkRT_400x400Etihad Airways is calling a review of its global media planning and buying account. The review is to cover Etihad Airways as well as its partner airlines, including Air Serbia, Airberlin and Alitalia, according to reports. MediaCom, the incumbent on the account, will be participating in the review. A decision is expected to be completed by the end of May. MediaCom has held the business since January 2012 and currently handles ATL media planning and buying for Etihad. DigitalLBi handles digital media strategy, search and affiliate marketing and will not be affected by the review.M&C Saatchi holds the creative account, which will also remain unaffected.

  • Ford/ Mexico

pnltV_vX_400x400Ford is plannng to invest US$2.5 billion to build new engines and transmissions in Mexico and will eventually hire an additional 3,800 workers in a move that underscores a movement of automotive investment south from Canada and the U.S. The company will invest: US$1.1 billion to build a new engine plant within its plant in Chihuahua, Mexico, to build new gasoline engines. US$200 million to expand its four-cylinder and diesel engine capacity at the Chihuahua plant and add 500 jobs. US $1.3 billion to build a new transmission plant within its plant in Guanajuato, Mexico, to build new transmissions and add 2,000 jobs there. Over the past 20 years, as Mexico’s automotive industry has matured, automakers have begun to favor the country’s lower labor costs, the high-quality cars they have been able to produce there, its free trade agreements and the robust transportation that makes it easy to export cars and trucks.

  • Heinz/ Global

hh9vaBxz_400x400Heinz is launching a new reformulated Heinz mustard that the marketer plans to distribute widely. A new campaign by David, seeks to leverage the brand’s ketchup strength using the tagline “Ketchup’s Got a New Mustard.“The launch comes nearly two years after Heinz was acquired by 3G Capital and Berkshire Hathaway. Heinz last month announced a merger with Kraft Foods Group in a deal that was also orchestrated by 3G and Berkshire.WPP-owned David was founded in 2011 by Latin American Ogilvy execs. Cramer-Krasselt would remain the agency for Heinz ketchup.Measured media on Heinz-branded ketchup and condiments increased from US $2.3 million in 2013 to US $15.7 million in 2014, according to Kantar Media.The company declined to detail spending plans for the mustard launch, but said it would get significant support.

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.

  • OMD – Disney – Global

OMD will handle media responsabilities for Disney´s movie business, according to Ad Week. The move of the account from Publicis 4D to OMD was without a pitch. It´s expected that Monica Karo, OMD US CEO, takes charge of the account.

The shift comes as Publicis Groupe and Omnicom are working toward the expected first-quarter completion of their merger but the move is not related to that transaction, sources said to Ad week.

  • Chrysler – Mexico -US Hispanics

Chrysler is moving its creative account in Mexico to U.S. Hispanic agency Richards/Lerma after a pitch. Media will continue to be run by UM. Read more here.

  • Bacardi – Global

Bacardi has launched a new global campaign “Bacardi Untameable Since 1862”. The campaign tells the stories behind the rum and its origins in Cuba.

The campaign will launch this week in the US and Mexico, with India and Australia following in December, and other markets in spring 2014. Versions in more than 30 languages will be introduced throughout the world over TV, digital media and print ads.  BETC London was in charge of the production.

Bacardi spent $43.1 million on advertising in the US in 2012, according to WPP’s Kantar Media.

  • ADIDAS – Global

ADIDAS will retain official partnership, supplier and license rights to the Fifa World Cup as well as supporting charitable and community projects for its exchange programme for one more year. Read more.

  • Tag Heuer – Global

Tag Heuer has appointed Publicis´Rokkan to handle the brand social networks communication strategy.  The agency will be in charge of the global strategy. Based in New York, Rokkan’s other accounts include Sharp, JetBlue and Chipotle.

  • C&A – Mexico

DDB Mexico has won the C&A account in the country. The agency will be in charge of all the communication strategy of the brand.

  • Ribena – Global

Ribena has appointed Grey London to handle its creative global business. It is the first time the brand appoints only one agency for its global bussiness.

The brand’s media buying and planning has not been consolidated into a single agency and will continue to be serviced by agencies locally.

  • MRM – E/OU – Brazil

MRM, the global digital and direct agency within McCann Worldgroup, has acquired the Brazilian agency E/OU.

  • OMG – Brazil

OMG, the performance marketing group, has opened a new branch office in São Paulo, Brazil. 

 

A summary for 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.

Corona – Argentina ::: Bacardí – Global ::: Endesa – Publicis Chile :::  Basement – Mayo/Draftfcb Chile ::: Club Social – Argentina ::: IIG – Latin America ::: Sol – Mexico ::: IIG – South America ::: Sol – Global :::

iigInstituto Internacional de Gastronomía (IIG)

Instituto Internacional de Gastronomía (IIG), the Spanish-language online culinary school, has hired Precise Engagement, LLC as their digital agency-of-record handling their South American demand generation. IIG was founded in 2011 by Leandro Beer and is based in Miami, FL. They offer professional culinary training with renowned chefs and sommeliers delivered through an innovative online platform.

“We are delighted to work with Leandro Beer and his team as IIG expands their reach into South American markets, beyond US Hispanic and México,” said Arthur Rockwell, President & CEO of Precise Engagement. “IIG has a unique and high-quality product that we believe will fulfill a need in the Latin American marketplace.”

“IIG has ambitious plans for a pan-regional expansion and Precise Engagement has provided us with an end-to-end solution to deploy our presence in Colombia, a main market for us”, commented Leandro Beer, President of Instituto Internacional de Gastronomía.

solSol – Global

Heineken-owned Mexican lager brand Sol has unveiled a global refresh of its brand and packaging, in a bid to improve stand out and drive sales. As part of the refresh, the brand will introduce a new 330ml flint, long neck bottle and secondary packaging and will be available in four and 12-pack formats from June 2013. The new bottle will be promoted through a summer ad campaign that will target affluent, urban men who value their independence and ‘know how the world works’.

 

Corona - relax 156Corona – Argentina

Mexican beer Corona  has launched a new campaign in Argentina produced by Buenos Aires agency Woonky. The campaign will be featured in social media, print media and outdoor.

 

 

 

Bacardi 156Bacardí – Global
BACARDI launched a new marketing campaign, “Vivimos,” in celebration of the brand’s storied origins in Cuba. A pioneer in rum-making and key player in Cuba’s fight for independence starting in the late 1800s, BACARDI rum’s founder Don Facundo Bacardi Masso and other revolutionary family members including Emilio Bacardi, brought ground-breaking change to the rum industry and to Cuba despite endless challenges. The new campaign will drive consumer awareness and excitement while reinforcing the brand’s rich, courageous heritage at a time when authenticity and masculinity are key themes among target consumers. The campaign’s TV and digital films were directed by filmmaker Jake Scott and depict stories that were inspired by actual historical events that shaped the brand. The television spot “Cuba Libre” takes place during a time of political unrest in Cuba in the late 19th Century, when the country was fighting for freedom from Spain. Scott used this historical backdrop to shape his story on how the Cuba Libre, more commonly called BACARDI and cola, is the original cocktail of freedom.

 

logo-endesaEndesa – Chile

Endesa has appointed Publicis Chile as its AOR for its brands Enersis and Chilectra. Publicis is going to launch the first campaign for the brands in radio, TV and digital media in two weeks. The campaign will also include an e-mail marketing campaign for the brand´s users.

 

 


basement-logo 156Basement – Panregional

Mayo/Draftfcb Chile has won Basement digital account in Chile, Argentina, Peru and Colombia.


Cuko 156Club Social – Argentina

Interactive Argentinean agency Cuko has presented the first campaign for Club Social, one of the cookies brands of Mondelez International. The campaign features interactive actions in social media: facebook, twitter and youtube.

 

 

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.

staplesStaples
Staples has selected Dentsu agencies to handle its North American marketing business. The team includes McGarryBowen for integrated creative duties and Carat for media.

 

 

 

verizon

Verizon Wireless’ Viva Móvil
YaSabe has been selected by Viva Móvil by Jennifer Lopez as provider of local information, the companies announced today. Under the agreement, whose financials were not revealed, Verizon Wireless’ Viva Móvil will help to promote and distribute YaSabe local search applications to its subscribers. YaSabe will help promote Viva Móvil’s new retail locations and wireless service.

manzanitasolManzanita Sol
Manzanita Sol unveiled its new “Haz Lo Diferente” campaign, inviting consumers to embrace their own uniqueness and “Do What’s Different.” In addition, two new delicious, true-to-fruit flavors – Mango Citrus Sol and Piña Sol – join the current portfolio which includes Manzanita Sol, Toronja Sol and Tamarindo Sol. To bring the campaign to life, Manzanita Sol enlisted world-renowned percussionist, Rafael Padilla, and international flautist, Pedro Eustache, to create the music for the brand’s award-winning TV commercial using only Manzanita Sol bottles, caps and straws, showcasing a truly creative and unique production technique. “Manzanita Sol’s true-to-fruit flavors have always been a refreshing alternative to lemon-lime and cola beverages, and now, with the addition of Mango Citrus Sol and Piña Sol, our consumers have even more of an enjoyable selection to choose from,” said Martha Bermudez, Brand Director, Manzanita Sol. ” Created by LatinWorks, Manzanita Sol’s new TV and radio spots will be launching in Texas, California, Illinois and New Mexico on June 3rd, 2013; while OOH will hit the same regions on June.
iig10th Instituto Internacional de Gastronomia (IIG)

Instituto Internacional de Gastronomía (IIG),  a Spanish-language online culinary school, has hired Precise Engagement, LLC as their digital agency-of-record handling their South American demand generation. IIG was founded in 2011 by Leandro Beer and is based in Miami, FL. They offer professional culinary training with renowned chefs and sommeliers delivered through an innovative online platform.“We are delighted to work with Leandro Beer and his team as IIG expands their reach into South American markets, beyond US Hispanic and México,” said Arthur Rockwell, President & CEO of Precise Engagement. “IIG has a unique and high-quality product that we believe will fulfill a need in the Latin American marketplace.”“IIG has ambitious plans for a pan-regional expansion and Precise Engagement has provided us with an end-to-end solution to deploy our presence in Colombia, a main market for us”, commented Leandro Beer, President of Instituto Internacional de Gastronomía.

7eleven7 – Eleven
With the introduction of its Breakfast Empanada Bites, 7-Eleven, Inc. builds on the success of its first Latin-inspired hot foods snack introduced last year, Mini Tacos. 7-Eleven’s breakfast snack fits with several current food trends – the growth of breakfast and snacking occasions, and the continuing popularity of all foods Latin. Add to that portion control, portability, high-protein content and value pricing. “Breakfast and snacking are both growth areas in the food industry and strong day parts for 7-Eleven,” said Kelly Buckley, 7-Eleven vice president of fresh food innovation. “Mornings are our busiest time of day, and 7-Eleven is a destination for snacks and drinks all day long. The Empanadas Bites meet a need for a hot, savory, high-protein breakfast and a snack option. And, at a dollar for three, customers can get big flavor on a budget.”

bacardiBacardi
BACARDI launched a new marketing campaign, “Vivimos,” in celebration of the brand’s storied origins in Cuba. A pioneer in rum-making and key player in Cuba’s fight for independence starting in the late 1800s, BACARDI rum’s founder Don Facundo Bacardi Masso and other revolutionary family members including Emilio Bacardi, brought ground-breaking change to the rum industry and to Cuba despite endless challenges. The new campaign will drive consumer awareness and excitement while reinforcing the brand’s rich, courageous heritage at a time when authenticity and masculinity are key themes among target consumers. The campaign’s TV and digital films were directed by filmmaker Jake Scott and depict stories that were inspired by actual historical events that shaped the brand. The television spot “Cuba Libre” takes place during a time of political unrest in Cuba in the late 19th Century, when the country was fighting for freedom from Spain. Scott used this historical backdrop to shape his story on how the Cuba Libre, more commonly called BACARDI and cola, is the original cocktail of freedom.

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.

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.

        • Gain
          GainP&G brand Gain is launching its first Spanish-language Internet “novela”. The novela, called “Novela de Amor”, will be launched this Wednesday May 8 on Gain’s Youtube channel (www.youtube.com/Gain). There will be a total of 4 chapters throughout May. Sources at P&G tell Portada that “Aroma de Amor” is being supported with online and mobile banners. For the Online portion Gain is partnering with Maxpoint Interactive, an ad network to distribute the banners driving to the Gain You Tube page. Maxpoint interactive is not only a reach partner, but it specializes in zip-code targeting consumers in key USH DMAs. For the mobile portion, Gain worked with Ads Mobile and Google’s adMob. Ads Mobile has a top Hispanic mobile network where we can reach Latinos through Entertainment and Home focused sites. Our second partner Google ad Mob will enable us to build reach with access to 80K+ mobile app properties.
        • Acento – Century Link
          Acento has beenselected as Multicultural Agency of Record for CenturyLink, thethird largest telecommunications company in the United States, providing Internet, Voice, TV and managed services to business and consumers in 37 states. Acento will contribute significant category experience andDirect Response expertise for reaching Hispanic consumers. The agency will provide strategic guidance,counsel and full advertising services to the CenturyLink marketing team to ensure breakthrough creative concepts are leveraged across a broad channel mix.
        • Zurich Insurance
          Zurich Insurance Group, a life and general insurance product company, has awarded Interpublic Group of Cos. its integrated global marketing account after a holding company review.
        • Kraft Mac & Cheese
          Having scored a hit with the Hispanic campaign it launched last year, dubbed “Sabemos que te va a encantar” (“We know you’re going to love it”), Kraft Macaroni & Cheese has launched a new round of TV spots and other creative focused on driving home the same core message, in humorous fashion: Eating this American favorite doesn’t make Latinos any less Latino. The three new spots all began airing recently, on channels including Telemundo, Univision, Galavision, Azteca, Discovery en Espanol, MTV3, Fox Deportes, ESPN Deportes and Nat Geo Mundo.The campaign also includes targeted radio ads, and in-store point-of-purchase promotions and sampling opportunities. Social media aren’t part of the current Hispanic campaign, but will be key in upcoming efforts, Kraft brand director, Noelle O’Mara, told MediaPost.
        • Negra Modelo
          Negra Modelo beer will air its first TV spots on the new season of Chef Rick Bayless’ Emmy-nominated series “Mexico: One Plate at a Time.”Two new spots, “Judged” and “Meals,” highlight Negra Modelo’s quality and ability to pair well with a variety of meal options, particularly the Latin flavors that Bayless uses to create his dishes. The new season premiered May 4 on PBS. “Negra Modelo is the lead brand in our robust partnership with Chef Bayless because of the brand’s strong history with quality cuisine,” said Jim Sabia, chief marketing officer for Crown Imports, Negra Modelo’s exclusive U.S. importer. “Our new creative for Negra Modelo showcases how the beer pairs so wonderfully with food, which is reflective of Chef Bayless’ culinary approach.” The partnership between Crown Imports and Bayless includes sponsorship of “Mexico: One Plate at a Time,” as well as Negra Modelo appearing alongside Bayless’ Frontera-branded lineup of salsas, grilling sauces and organic chips for a national promotion, which will be leveraged at retail with POS and value-added promotions supporting Negra Modelo and other brands within the Crown portfolio. Crown Imports and Bayless will also introduce branded food pairings and recipes later this summer which will be featured across brand social media channels.
        • Bacardi
          BacardiBacardi USA has consolidated its media-planning and buying activity to Mindshare following a competitive pitchwith the account estimated to be worth US $130m a year. The shift in Barcardi’s agency roster comes as its new management team continues to stamp its mark on the business. An initiative that has taken place since CEO Ed Shirley took over the company last year
        • Caladryl
          Valeant Consumer Products, a division of Valeant Pharmaceuticals North America LLC, multinational and specialty pharmaceutical company, has recognized the size and growth of the U.S. Hispanic Market as a primary pillar for success for its recently acquired over-the-counter lotion Caladryl®. The brand ranks as the number one outdoor itch brand for Hispanics in the U.S. Recognizing an emerging minority-majority market, Caladryl’s new management team has made a strategic decision to focus more clearly on the Hispanic community with the former Johnson & Johnson product. “We are excited to speak to the Latino consumer in their language about a product they grew up with. Caladryl is a familiar product to the Hispanic community, and we want to foster and embrace that connection through communications developed specifically for this audience, regional Spanish TV, and social media initiatives that will engage our key consumers and drive them to purchase,” states Katherine Salazar, Associate Director of Consumer Products at Valeant Pharmaceuticals. Caladryl® has New York and Denver based cultural agency XL Alliance as its Hispanic marketing partner Caladryl® plans to launch new bilingual creative, shopper marketing programs and digital strategies to support its peak period this summer.
        • T-Mobile and Toyota
          Telemundo Media announced two branded entertainment agreements with T-Mobile and Toyota for its hit telenovela “Pasión Prohibida.” Telemundo will bring the novela characters into the branded entertainment multiplatform campaigns. Both efforts were developed by Conill, the advertising and media agency partner for T-Mobile and Toyota.As the exclusive wireless sponsor, T-Mobile will empower lead novela characters Bruno Hurtado and Bianca Santillana to become real social media personas, enabling fans to follow their every move and expanding their experience from a one-hour broadcast to a 24/7 telenovela. Bruno and Bianca will interact on a daily basis with fans and with each other, posting status updates, feelings, thoughts and pictures via Facebook, Twitter and Instagram, granting fans unprecedented access to these characters.
        • Xoom
          Xoom Corporation, a digital money transfer provider, today announced that Mexican radio personality Eddie “Piolin” Sotelo, has become an endorser for the company. Piolin is starring in a series of radio commercials for Xoom and, during his radio show, he provides live shout outs for Xoom.com, advocating how convenient, safe and fast it is to send money home to Mexico and Central America using Xoom. Piolin’s radio show “Piolin por la Mañana” runs weekday mornings on more than 50 Univision and non-Univision affiliate radio stations in the Spanish language format and online. Piolin is also known for his activism in immigration reform, and has often discussed his own experience of immigrating to the United States on his radio program.

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.