Bud Light.


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

  • NBA MÉXICOThe NBA Mexico City Games 2018 will feature the Orlando Magic playing regular-season games against the Chicago Bulls on Dec. 13, and against the Utah Jazz on Dec. 15 at the Arena Ciudad de Mexico in Mexico City. This will be the third consecutive season the NBA plays two regular-season games in Mexico City, with coverage on ESPN. The NBA Mexico City Games 2018 will be supported by a full roster of marketing partners, including Nike, SAP, Gatorade and Tissot with additional partners to be announced in the coming months.


  • United Entertainment Group is launching its first-ever offering in Asia where industry veteran Toru Fumihara has been hired as the Managing Director of UEG’s new office in Tokyo, which will serve as a hub for the Asian marketplace. This marks the third international office the agency has opened in the span of one year, starting with London in 2017 and Hamburg, Germany earlier in 2018.


  • As the official beer of the NFL, Bud Light is introducing new designs for cans that feature a team logo, as well as a customized color stripe down the side. In total, each of Bud Light’s 28 team partners will be featured in the new designs, along with an NFL Shield edition to round out the collection. The new cans hit shelves this week.

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  • David Higdon
    David Higdon, head of communications, esports at Riot Games.

    Former NASCAR executive David Higdon has a new lane to oversee, joining Riot Games in the newly created position of global head of communications, esports. Higdon previously served as VP of integrated marketing communications for NASCAR and as CCO for the LPGA.


  • DAZN announced the sublicensing deals for its NFL coverage in Canada after experiencing streaming issues last season. Streaming and satellite providers including BCE Inc., Rogers Communications, Shaw Communications and SaskTel will distribute NFL Sunday Ticket for the upcoming season.


  • The NFL won’t be playing in London’s new Tottenham Hotspur stadium as it was planned. Developers announced delays in opening the venue due to safety concerns so this year’s NFL game that was set for the location will now take place at Wembley Stadium on Oct. 14. The game will feature the Seahawks vs Raiders.

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

  • https://pbs.twimg.com/profile_images/976525399285903361/P2GtA01o_400x400.jpgDHL extended its partnership with ESL to expand its presence in the esports market. DHL provides core logistics services to ESL and will be featured on various social media channels, including throughout the ESL One series tournaments. DHL will handle the ESL One series logistics transporting the stage equipment to the venues throughout the series, as well as individual gamer seating. Hispanics are nearly twice as likely to buy and wear video game branded apparel, according to a 2014 Think Now Research study.
  • During Memorial Day weekend, Bud Light presented a new ad that’s part of the ongoing Dilly, Dilly campaign targeting Hispanics. This time, the beer brand is clearly focusing on Hispanic audiences in the lead-up to the 2018 World Cup, by including the soccer tournament and Spanish-language. The ad, which will be followed by other World Cup-themed spots, will run in both English and Spanish and get airplay on Fox Sports and Telemundo, the two networks carrying the tourney in the U.S…
  • State Farm will continue to be the official partner of the NBA 2K League. It will present pregame segments titled Game Mode that capture strategy and insights from NBA 2K League players on Twitch broadcasts throughout the season. “As a longstanding partner of the NBA and the WNBA, State Farm has a proven history of authentically connecting with fans and has demonstrated a commitment to eSports,” said Brendan Donohue, Managing Director, NBA 2K League.

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  • MARCA ClaroClaro Sports has signed an agreement to become the exclusive broadcaster of Southeastern Conference (SEC) college football games and SEC and Pacific-12 basketball games in 17 Latin American countries. The games will also be available on its digital platform MARCA Claro, non exclusively. Games will be brought to Argentina, Bolivia, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Dominican Republic, Uruguay, and Venezuela.
  • Bud Light will be the presenting sponsor of Wizards District Gaming in the NBA 2K League in 2018. Bud Light will also be a title sponsor for Wizards District Gaming watch parties and will host a tournament open to the public in the Budweiser Brewhouse at Capital One Arena.

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.

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.

For prior Sales Leads editions, click here. 

  • Office Depot

MediaCom has been appointed the Office Depot’s media planning and buying agency of record and WPP’s Y&R has been awarded the creative account, according to an initial report by Adweek. Omnicom agency Zimmerman, which was awarded the Office Depot account a year ago, was the incumbent and declined to participate in this most recent review. Office Depot spent US$62 million in advertising in 2016 and US$47 million for the first half of 2017, according to Kantar Media.





  • Zappos/Las Vegas Lights FC

Last December, online shoe and clothing retailer Zappos and downtown Las Vegas’ new professional soccer team, the Las Vegas Lights FC, became business partners under a new three-year deal, with Zappos serving as the team’s first presenting sponsor for the front of the Lights’ jersey. Under the sponsorship, Zappos host tailgate parties and is present on the team’s marketing platforms. The Lights are the 33rd team of the United Soccer League. In addition, Las Vegas Lights FC is taking a unique approach to engage with its Latin and Hispanic local market. In an interview with Portada, Steve Pastorino, VP, Corporate Partnerships – ‎Las Vegas Lights FC stated: “Why Las Vegas? We see somewhere in the order of 2.3 million full-time year-round residents in Las Vegas. The city has gone from, call it, 15% Hispanic twenty years ago to somewhere in the 35% range in terms of Hispanic population, and there is a growing technology millennial set here in Las Vegas that is triggered by companies like Zappos. Las Vegas Lights FC is joining USL, the United States’ 2nd division, as an expansion team in one of the country’s most attractive markets, and the club is keenly focused on utilizing its city’s vibrant, Latin-infused identity to win on the field. More importantly to them, though, they seek to tap into all that makes Las Vegas unique, including its strongly Mexican demographics, to create a fantastic experience around the game that the club hopes will quickly make Lights FC the heart and soul of downtown Las Vegas. This goal is apparent in almost every move the club has made so far, including, most recently, their reveal of black game jerseys streaked with the neon colors for which the city is known. Even without a U.S. team in the coming World Cup, the U.S. soccer market is as strong and is growing faster than every other area.

  • The San Francisco Giants

Major League Baseball team The San Francisco Giants has appointed IPG’S 215 McCann as its new advertising agency of record, following a competitive review. The agency will handle all creative duties and will partner with sister agency Casanova//McCann for media planning and buying.





NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • MiLB

MiLB is expanding its Hispanic marketing campaign nationwide in ’18, according to Sports Business Daily. The return of Es Divertido Ser Un Fan (“It’s Fun To Be A Fan”) as an organization-wide effort this season arrives with the creation of a trophy called the Copa De La Diversion (“Fun Cup”) that will be awarded to the club deemed to have the best Hispanic outreach program during the year. This year’s campaign will involve a series of special theme nights, customized jerseys and hats and temporary nickname shifts that seek to tie into the club’s local Hispanic communities. MiLB has created a three-foot trophy that will travel around to participating clubs this spring and summer. At season’s end, one club will be awarded the trophy based on a combination of fan, MiLB and individual club input. More than 17% of MiLB’s fan base last year was Hispanic.



  • Bud Light

Bud Light announced a new campaign aimed at going big in Texas in 2018 with multi-faceted programming across the Lonestar state. After launching a regional program in 2017, the brand will take its “Brewed Deep in the Heart” campaign to the next level with an ongoing music partnership with Texas-native musicians Siggno and Josh Abbott Band.The creative campaign, which encompasses out-of-home, TV, digital, and radio commercials in both English and Spanish, along with special edition Texas packaging featuring the Texas Lonestar and a cutout of the state on the tab. A new Texas-specific commercial featuring Houston Brewery employee Hannah Kight, “Stamping Iron” will debut regionally on February 12 and additional TV creative will be launched later in 2018. Additionally, the Texan-pride tabs will feature a cutout of the state on all Texas-edition packaging.






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.

What: Esteban de Anda, Commercial Alliances and Communications Director of Xolos, Tijuana’s soccer team, talked to Portada about the team’s plans to expand its reach in California and Arizona
Why it matters: Being based in a border city,  Xolos has gained a huge amount of fans in the U.S. (both Hispanics and non Hispanic) these fans cross the border to come and see their favourite team play in their home town.

Founded in January 2007, Club Tijuana Xoloitzcuintles de Caliente, also known as just Xolos, was promoted to Liga MX in 2011, where they have played ever since. Just one year after advancing the to first division, the team won its first title, in the 2012 Apertura championship.

In the past few years, Xolos has been gaining fans and recognition, both in Mexico and the U.S..

Esteban de Anda
Esteban de Anda, Commercial Alliances and Communications director of Xolos.

“We are based in a privileged geography,” explains Esteban de Anda, Commercial Alliances and Communications director of Xolos. “Unlike other border cities, like Ciudad Juárez, Nogales and McAllen, Tijuana is the border with the most traffic worldwide, both pedestrian and vehicular.”

Baja California’s government, as well a San Diego’s have been making a big effort to make the whole zone become part of a bi-national region. An example of this is the Cross Border Xpress, an airport terminal located in San Diego, with an access bridge connecting it to the Tijuana International Airport.

Thanks to this tight connection between both cities, Xolos stadium has been receiving more and more U.S.-Americans to its Caliente stadium. According to De Anda, 24% of the fans which come to watch a game are people who perceive their income in U.S. dollars, whether they live in Mexico or in the U.S..

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With this in mind, Xolos have decided to start working on a very specific marketing strategy targeting mainly their cross-border audience. “We had made some efforts to attract an audience from the U.S. over the past two or three years, but this is the first time we are creating a comprehensive marketing strategy,” explains De Anda.

Club Tijuana logo.svg

The marketing expert explained to Portada that because San Diego has no soccer team, Xolos has become like a local team to San Diego residents. “They have the baseball team Padres, but it isn’t very strong and when we heard the NFL Chargers where leaving their hometown, we knew we had a great opportunity in front of us,” he De Anda adds.

Now that The Chargers have moved from San Diego to Los Angeles, Xolos has signed significant deals with local bars and restaurants where their brand will take over on the football team’s void. This also shows us how relevant soccer has become in the U.S.

24% of all the season tickets sales from Xolos come from U.S. fans. And 80% of them are being acquired by English-speaking Americans.

California is a very relevant market of 100% English-natives which don’t have any relevant sports team.

It is very easy for them to cross the border and come and watch a game. It is also much cheaper given the fact that their income is in U.S. dollars.

Although Donald Trump has promised some important changes on its border policies with Mexico, the good relationship between California and Baja Califronia is not expected to change. But only time and future  announcements of the president ultimately will let us know what comes next in this subject.

Meanwhile, Xolos has signed sponsorships with local American brands such as online tickets resale site StubHub, Bud Light San Diego and LA, and Wealth Resorts. Other brands are also interested and will be signing sponsorship deals soon, De Anda tells us.

Broadcast Rights

Azteca TV has Xolos’ exclusive broadcasting rights, which means they aren’t allowed to make any deals with any other broadcasters (including the U.S.). But, De Anda believes they will soon need some English-speaking sports casters both on radio and TV to include their American audience during the games.

What: NFL’s main sponsor in Mexico got the most out of the live game the Houston Texans played against the Oakland Raiders, at the Estadio Azteca on November 21st.
Why it matters: Although fans were criticized because of their behavior, Bud Light executives considered the encounter a success, and are hoping they can repeat the experience next year.

Although in Mexico soccer keeps being by far the main sport, football has gained popularity in past few years thanks to the NFL and sponsors’ efforts.

Alejandro Gershberg Rubinstein, brand manager at Bud Light México.

According to Alejandro Gershberg Rubinstein, brand manager at Bud Light México, there are almost 30 million fans in the country. This makes Mexico the second country worldwide with most NFL fans, after the U.S..

With these numbers, it makes sense that the NFL decided to return to Mexico with a regular season game, after 11 years. Actually, this is the second time in history this happens, and Bud Light was ready to welcome and leverage the crowd.

“It is the first time in History that Bud Light decides to fully sponsor the NFL in Mexico. The last two years we built campaigns around playoffs and the Super Bowl, but this year we decided to sponsor the NFL starting week one, up to the Super Bowl,” explains Gershberg to Portada.

This year we decided to sponsor the NFL starting week one, up to the Super Bowl.

The brand manager makes a point when he says how football and beer have always been connected. Because of this, Bud Light has become the NFL’s main sponsor in the U.S. since 2011. And last year the brand, which is part of AB InBev, payed $1.4 million to keep their sponsorship until 2020.

Image result for bud light nflGershberg admits Mexican football fans have all odds against them. “They have no team or franchise in Mexico, they have a hard time getting their team’s jersey, even worse when they don’t follow a commercial team.”

Due to the weak Mexican peso, it is very expensive for Mexicans to the U.S. to attend a game.

In this context, Bud Light launched its campaign #UnbreakableFans, referring to those Mexican fans who will do anything to follow their favorite sport. The 360 campaign included activities on Twitter and Facebook with the chance to win tickets to the game in Mexico by sharing the fan’s experiences.

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Presence in Many Mexican NFL Broadcasts

Bud Light Mexico’s task has become to recognize national fans and bring them closer to the sport through different platforms like social media, TV, or a live game. The brand is present on every game broadcast by Fox Sports, ESPN, Televisa and TV Azteca, with logo presence or the “touch down celebration”.

They have also produced exclusive content together with ESPN and Fox Sports. And as part of the #UnbreakableFans campaign Bud Light has been working together with brand ambassadors such as Inés Sainz, José Pablo Cohelo and John Sutcliffe, who’s present on sight on every Monday Night game.

We believe the NFL has noticed that Mexico is a very important market for the brand.

Image result for nfl mexicoNow what still is missing, according to Bud Light Mexico’s spokesperson, is to promote digital platforms to bring the consumer closer to the sport, through the devices he is actually using the most.

This year, for example, the NFL signed, for the first time, a deal with Twitter to broadcast their games live through the social network. But many additional efforts are still needed, declares Gershberg.

For the moment, Bud Light  feels positive enough as  to say that the game between the Texans and the Raiders was a success.  Now they are excited about the possibility of having the NFL back in Mexico next year.

What: The NFL has become more popular in the Mexican market, creating a great business opportunity. An example of this is the game between the Oakland Raiders and the Houston Texans, which will be played in Mexico in November 2016.
Why It Matters: In 2015, the NFL brought in US $1.2 billion in revenue, a 4.4% increase from 2014, according to the consulting firm IEG. The vast majority of these revenues came from the the U.S. However, countries like Mexico where audiences love football are high growth opps for the NFL. The popularity of the NFL in Mexico represents a huge marketing opportunity for sponsors, who benefit from the exposure and association with a powerful brand.

For the NFL, Mexicans represent the largest market in the world outside of the United States. This was obvious when 100,000 seats to the game between the Houston Texans and the Oakland Raiders, to be held at Azteca Stadium on November 21, sold out in minutes.

In 2015, the NFL brought in US $1.2 million in revenue, a 4.4% increase since 2014, according to the consulting firm IEG.

The company officially reached Mexico 15 years ago. It has 15 official sponsors like Kanorte, Bridgestone, Pepsi, Bud Light, Gatorade, Sabritas, Dove, Dodge and Lala, to name a few, which cover the $15 million that it costs, on average, to put on an NFL game outside of the United States.

On average it costs US$ 15 million to put on an NFL game outside of the United States.

The popularity of the NFL in the United States and Mexico represents a huge marketing opportunity for sponsors, who benefit from the exposure and association with a powerful brand.

Vicente Navarro, VP of business development at AC&M Group
Vicente Navarro, VP of Product Development at the AC&M Group marketing agency

Nonetheless, the American newspaper The Wall Street Journal published research conducted by the consulting firm FanLab, which looked at brand recognition among followers of three sports leagues: the MLB (baseball), car racing (NASCAR) and American football (NFL), and the results didn’t look good for football. NFL fans could only name 1.6 brands or categories associated with that sport, far below the 2.1 that baseball fans recognized, and just less than a third of those that NASCAR fans could follow.

The challenge for sponsors will be to obtain the best return on investment. “NFL ratings definitely create brand exposure, but the return on investment and brand recognition are more related to the activations that each sponsor conducts,” warns Navarro. “Brands need to be smart in how they take advantage of the benefits of their partnerships, particularly when sponsoring something like the NFL, which isn’t cheap. The majority of sponsors develop a multiplatform activation to leverage the partnership.”

To sponsorships and ticket sales the NFL adds the revenues from broadcasting rights and product sales (merchandising) to obtain total revenues.

Javier Salinas
Javier Salinas, Director of Sports at Grupo Expansión

Javier Salinas, a specialist in sports marketing and the Director of Sports at Grupo Expansion, considers that the NFL in Mexico “has stagnated, because it isn’t taking the Mexican fan into account. Their business model is to win without investing. The sponsors pay for it.”

“If you have millions of Mexicans that are consuming your product and over 10 years you never brought them a game, from a marketing perspective, it shows great ignorance, and from a social point of view, it shows a lack of respect,” he adds.

The NFL will play three official games in England next October, a month before traveling to Mexico.

With information from Gabriela Gutiérrez

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!
For prior Sales Leads editions, click here.

  • General Mills

glogosocial_400x400General Mills has consolidated its global media business with WPP’s GroupM, led by its agency Mindshare, on the heels of its selection of Mindshare to handle its massive U.S. business.The group will support General Mills in Europe and Australa- Asia, as well as take the lead on the company’s Yoplait Europe business and a portion of General Mills business in Africa, the Middle East and Asia.Read more.

  • #WashAwayLabels

descarga (4)Tide Laundry Detergent has released its latest effort #WashAwayLabels hoping their cleansing power will help to wash away those labels the Latino community is tagged with. Tide has included a video on Youtube sharing the testimonials of members of different ethnic groups, from Cuban to Mexican, speaking out on the negative titles they’ve been labeled in their lifetimes:“beaners,” “narco,” and “mojados” were just a few. Along with the National Council of La Raza, Tide is hoping to help the Latino community “delete” the negative tags and share how it would like to referred to as in honor of Hispanic Heritage Month, according to the video’s description.Some of the labels mentioned were screen printed onto white t-shirts using ketchup instead of ink. The same individuals who said they’ve been categorized under those labels walked into a room scattered with the shirts to show that “labels are stains.”The participants set the dirty t-shirts to wash to cleanse them of the derogatory names while advertising Tide’s cleansing strength.


  • MetroPCS/Fenomeno Studios

MetroPCS has partnered with Fenomeno Studios the Multichannel Network owned by Estrella TV for #AsiEsmiHistoria, a special edition of  Fenomeno Sessions. For the special feature, three regional Mexican music’s stars (Gerardo Ortiz, his younger brother Kevin Ortiz, and Luis Coronel) have signed on with Estrella TV’s Fenomeno Studios and MetroPCS to bring fans an intimate acoustic concert experience, #AsiEsMiHistoria [#ThisIsMyStory] which started on Oct. 9. An important objective MetroPCS; Marketing  is to reach out to multicultural audiences in general and Hispanic audiences in particular.


  • Food Loves Milk Campaign

descarga (5)The California Milk Processor Board (CMPB), creator of got milk? and toma leche, has launched a new chapter with the Food Loves Milk campaign, designed to pique consumers’ interest in drinking milk with a wide range of foods, from time-tested classics to new pairings.The CMPB teamed with both Goodby Silverstein & Partners (GS&P), originator of got milk?, and Grupo Gallegos, which created the Latin-market toma leche effort, to produce a cross-media integrated campaign that addresses the wide-ranging, leading-edge food tastes of all Californians.The latest effort consists of two 30-second spots from GS&P, “Sweet Loves Milk” and “Spicy Loves Milk,” will run across the major networks, taking advantage of the fall premieres as well as special events such as the Emmys. In addition, five 15-second spots from Grupo Gallegos will air on Univision, Telemundo and local stations. Later this year, the campaign will also extend into more traditional avenues, such as print, out-of-home and in-store. Consumers will be encouraged to share the foods they pair with milk by using the hashtags #FoodLovesMilk and #MeGustaConLeche. Some of the crowdsourced results will be aggregated in a gallery at tomaleche.com and also used as part of other “Food Loves Milk” digital-media elements.To localize the campaign and further feed into consumers’ hunger for exotic flavors, RL Public Relations (RLPR), CMPB’s PR agency of record, will bring a variety of experts and top chefs to speak about this new culinary trend.online elements over the course of the campaign will include the following: A nine-part online video series that follows Hispanic stars Yarel Ramos and Eddie G! as they surprise diners at restaurants, cafes and food trucks with a glass of milk to try with their meals. Partnerships with the California Sunday Magazine and Bon Appétit magazine’s Food Innovation Group that includes videos, recipe guides and sponsored editorial around the chefs’ inspiration.A partnership with BuzzFeed to create a video spot showing reactions from people as they try new food-milk pairings. A range of content by social influencers of varying backgrounds that will give consumers different ideas of how to experiment with pairings. Content will include Pinterest boards, Instagram posts, YouTube videos and blog posts.The entire campaign will culminate at Super Bowl 50 on February 7.

  • Bud Light: Heads or Tails? 

AMzz6maL_400x400Bud Light has released a new ads that seeks to link the brand to the unpredictability of the coin tosses that begin each game.TV spots show fans using the heads-or-tails outcome to dictate their social plans, like going to a beach party or snorkeling. The Anheuser Busch InBev-owned brew — which is an official NFL sponsor — is supporting the ads with a program at bars in which drinkers can flip a digital coin on a computer tablet and get the chance to win prizes or NFL tickets.A-B InBev roster agency FCB, Chicago assisted on the ads.W&K is prepping a new campaign that is expected to debut as soon as December and will move away from the brand’s two-year-old “Up for Whatever” campaign, Ad Age reported.Bud Light began the NFL season by promoting unique can designs made for every NFL team.


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!

 ::: Diet Pepsi ::: Hershey ::: Bud Light ::: Nescafé – agency Marcel ::: Magistral – Grey Argentina :::

Click here for prior Latam Sales Leads issues

  • Diet Pepsi /global

CG8vjt6v_400x400PepsiCo is no longer adding aspartame to its Diet Pepsi in order to reverse poor sales. The brand will replace the much-maligned sweetener with sucralose, which will be combined with acesulfame potassium, or Ace-K.Diet Pepsi last changed its formula in 2013 when it blended Ace-K with aspartame, which had been in use since 1983, according to the trade publication.The change will be made to Diet Pepsi, Caffeine Free Diet Pepsi and Wild Cherry Diet Pepsi in the U.S. New Diet Pepsi cans will include language declaring the soda as “now aspartame free.” The product will begin hitting stores in August and the change will likely be accompanied with new marketing. All other major soda diet brands contain aspartame, including Diet Coke.

  • Hershey/global

twit_icon_400x400Hershey Co. is adding three new agencies to its roster after completing a creative review that began in January.The shops selected tor strategic projects are Anomaly, New York; Barkley, Kansas City; and Argonaut, San Francisco. Incumbents Arnold Worldwide and Havas Worldwide were not part of the review and will remain with the candy giant.Hershey declined to describe the specific brand assignments for its new agencies. Recent additions to the marketer’s brand portfolio include Hershey’s Caramels and earlier this year the company entered the meat snacks category with the acquisition of Krave Pure Foods, maker of Krave premium jerky.

  • Bud Light / Global

JRVKWEyr_reasonably_smallAnheuser-Busch InBev is facing negative publicity over a Bud Light marketing message scrolled on some bottles that some critics say can be interpreted as contributing to a rape culture.The message states that Bud Light is the “The perfect beer for removing ‘no’ from your vocabulary for the night.” The message is one of more than 140 different sayings printed on bottles as part of the brand’s “Up For Whatever” campaign, which is by BBDO, New York and is aimed at linking Bud Light with spontaneous fun.The brewer apologized for the message, but the damage was already done.

  • Nescafé / Mexico

descarga (4)Under the “It all starts with a Nescafe” concept and Manolo Techera creative direction, Mexican agency Marcel presents its new campaign for Nescafe. The effort includes three pieces: “College Survivor,” “Morning at the office” and “Rushour”.


  • Magistral/Argentina

descarga (5)Under Diego Medvedocky general creative direction, Grey Argentina presents Magistral new campaign. The pieces were produced by agency Rebolucion and directed by Javier Usandivaras. Under the concept that washing dishes can be therapeutic, the commercials Toquetón and Tatuaje suggest to meditate daily problems while washing the dishes.

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.

  • Sibling

descarga (3)Executives from two Omnicom Group shops in Austin, Texas, are opening a new multicultural agency together to target Hispanic millennials,  called Sibling. The new agency is an effort of Alejandro Ruelas, co-founder, managing partner and CMO of leading Hispanic shop LatinWorks; former LatinWorks Creative Director Rafael “Rafa” Serrano; and GSD&M CEO Duff Stewart.Mr. Ruelas and his LatinWorks co-founder Manny Flores will own a majority share in Sibling, with a 49% stake for GSD&M.Sibling co-founders Mr. Ruelas and Mr. Stewart will keep their jobs at their respective agencies; Mr. Serrano will be fulltime at Sibling.Sibling is likely to function partly as a conflict shop for LatinWorks,one of the biggest Hispanic focused agency,  which is already shut out of numerous categories thanks to a client list that includes Anheuser-Busch, Domino’s Pizza, Mars, Lowes, PepsiCo, Kimberly-Clark and Target.

  • Sprint-Prince Royce

descargaPrince Royce, award-winning artist and one of Latin music’s fastest-rising superstars, has been rehired by Sprint’s new Hispanic Business Unit. He will work with the company to help develop unique music-related initiatives and programs.Prince Royce got his start as a Sprint employee in New York, working toward his goal of becoming a professional musician. Using the money he made at Sprint, Prince Royce recorded the very demo that helped launch his first album and kick-start his musical career. Prince Royce recently scored a mainstream US hit with his first English-language single, “Stuck On A Feeling” featuring Snoop Dogg.  Royce also has a song featured in the “Furious 7” soundtrack, entitled “My Angel” and will soon be releasing “Back It Up” featuring Pitbull, the second single off his upcoming debut album in English, due out this summer. The artist will also be a Special Guest onAriana Grande’s Honeymoon Tour starting in July.  Royce has garnered over 150 nominations from the likes of the American Music Awards, Billboard Music Awards, Billboard Latin Music Awards, Premios Juventud, Premios Lo Nuestro, Broadcast Music Awards, the Latin Grammys, MTV Video Music Awards, Latin Songwriters Hall of Fame and the American Society of Composers, Authors and Publishers Awards. In sum, the royal record producer has won 66 awards for his contributions in the Latin music industry.

  • Goya Foods

descargaGoya Foods, one of the largest Hispanic-owned food company in the United States, has opened new state of the art and sustainable corporate headquarters in New Jersey as part of a US$500 million global expansion over the past 10 years. The opening of the new facility ensures the retention of over 500 existing local jobs and offers 100 new positions. In addition, the three-year project added 150 on-site construction jobs.Goya’s new center features a 600,000-square-foot warehouse for distribution and 42,000-square-foot corporate office space in Jersey City as well as a renovated 240,000-square-foot production facility in Secaucus, totaling nearly 900,000-square-feet on 58 acres of land. Constructed to provide a net zero carbon foot print, the Jersey City facility will be 100% powered by a solar powered energy system using 12,000 panels on 11 acres of rooftop. The system will fulfill the entire facility’s electrical needs without drawing any energy from the public grid. In total, Goya has 26 facilities throughout the United States, Puerto Rico, Dominican Republic and Spain. In 2014, Goya opened up three new facilities in Texas, California and Georgia.

  • Wells Fargo

wells-fargo-01-2015Wells Fargo is embracing diversity in its new brand effort called “Why I Work.” The first of seven spots that will roll out this week, called “Learning Sign Language,” features a lesbian couple that is learning sign language to speak with a young, deaf girl they’re adopting. The company wanted to create a more personal connection with consumers and highlight why people actually work. Wells Fargo’s effort features everyday people and no products. Instead, the company is pushing products through digital and other campaigns, including “Wells Fargo Works,” which breaks this week and caters to small businesses, and the millennial-focused “Done” push.The ads include: “Sales Department,” about a man running a small business on his own; “Gaby,” depicting a Hispanic family with their own business; “Souvenir,” featuring a real-life father and daughter; and “Waiting,” which is aimed at seniors and highlights Wells Fargo’s retirement business. Two additional spots will break in May for a total of 9 TV ads.The spots close on the brand’s iconic real-life horse-drawn stagecoach, as opposed to the illustration used in earlier ads.Wells Fargo will also encourage people to share their work stories with the hashtag “#WhyIWork.” The company tapped social influencers to highlight workers on Instagram and other platforms, and produced a series of profiles and 30-second vignettes showcasing everyday people in their work environments, like a roller derby marketer in California.Multicultural agencies Muse, Acento and DAE also worked on the push, and Omnicom Group’s OMD, andlegacy agency UM, handled media.


  • Bud Light

JRVKWEyr_reasonably_smallAnheuser-Busch InBev is facing negative publicity over a Bud Light marketing message scrolled on some bottles that some critics say can be interpreted as contributing to a rape culture.The message states that Bud Light is the “The perfect beer for removing ‘no’ from your vocabulary for the night.” The message is one of more than 140 different sayings printed on bottles as part of the brand’s “Up For Whatever” campaign, which is by BBDO, New York and is aimed at linking Bud Light with spontaneous fun.The brewer apologized for the message, but the damage was already done.

  • Tesco

descarga (1)MediaCom has won Tesco’s estimated US $140m media planning and buying, ending the brand’s long-standing relationship with IPG Mediabrands’ Initiative.The GroupM agency is believed to have defeated Initiative, M/SIX and ZenithOptimedia in the review.It brings to an end a 20-year partnership between Initiative and the UK supermarket chain.In January, Tesco appointed BBH to handle its creative account, ending its two-year relationship with Wieden + Kennedy.

  • PepsiCo’s

fQcjWxAa_400x400Beginning this month, PepsiCo’s Naked Juice ads will begin appearing along paths at a public park in Dallas and in Ft. Lauderdale, Fla. Negotiations are underway to bring branded bike lanes to Boston and Portland, Ore. The approach is part of the “everything is media” strategy pushed by the marketer’s media agency,Omnicom Group’s OMD. No one has targeted bike lanes on this scale, according to OMD.As Naked consumers are “constantly on the go,” the PepsiCO’s thinks that these branded bike lanes are a creative and authentic way to talk to them where they already are. It is also a relatively inexpensive form of advertising. The Naked ads are a “good audience match” for the park because of the brand’s family and health image.

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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. 15 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!

  • Sprint

Sprint has selected Deutsch LA as its new Agency of Record. The review focused on TV creative advertising, which has been handled recently by Figliulo & Partners, which was awarded the assignment late last year. Starcom MediaVest Group continues to handle media and sibling agency DigitasLBi remains the company’s digital agency. (Read our interview published today with Kymber Umaña, Hispanic Marketing Director at Sprint.)


descarga (6)The Tommy Hilfiger Group, which is wholly owned by PVH Corp., has announces that internationally renowned tennis star Rafael Nadal will appear as the global brand ambassador for the Tommy Hilfiger underwear and Tommy Hilfiger Tailored collections beginning in Fall 2015. Both collections are available at Tommy Hilfiger stores globally, through select wholesale partners and online at tommy.com.The campaign imagery will be photographed in early 2015 in Spain and it will break globally in fall 2015 with dedicated print, online, and out-of-home media placements worldwide. To further support the global initiative and collaboration, Nadal will attend exclusiveTommy Hilfiger launch events in North America, Europe and Asia.


  • Tampico

descarga (7)Beverages Tampico has selected Macias Advertising and Roar Media in the U.S, including General, Total and Hispanic markets. Macias will be handling all of their creative work including brand and content development and Roar Media will be their Digital Media and PR agency. Prior to this Tampico had been working with Bravo as their AOR, only focusing on the Hispanic Market, but now they are expanding their target demographic to a broader audience.

  • Toyota

descarga (8)Toyota has teamed up with actor William Levy to create the first-of-its-kind, choose-your-own adventure video on Instagram with the new 2015 Toyota Camry.Created by agency Conill, the new Toyota campaign is aimed to tell a story that speaks to the hearts and minds of Hispanic consumers and leverages consumer passion points of fun and adventure.To view Instagram CLICK HERE.

  • Mars

imagesMars has appointed WPP’s MediaCom as its global media planning agency of record following a pitch.MediaCom will take control of the account in 2015.Until now, the business has been led by Publicis Group’s Starcom, which will continue to handle media buying for Mars. Mars Incorporated , which owns the Snickers, Galaxy, M&M’s and Maltesers brands, spent more than US $1.5 billion globally on advertising in 2013, including US $680 million in the U.S.,.The win comes shortly after it emerged that MediaCom have also taken Coca-Cola’s US $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom. This is a massive account and if MediaCom wins the review, it would be the second major planning win for the agency at Starcom’s expense.

  • Coca-Cola

descarga (9)Coca Cola has ended its 13-year ‘American Idol’ sponsorship. Coca Cola has been with the show since its inaugural season (Ford is the other). AT&T joined the show in its second season and departed before the start of last season. Ford plans to remain a sponsor this season. The soft frink company may be following the advice of its media agency MediaVest.American Idol’s last season’s finale drew 10.1 million viewers, down from 38 million in season 2. Those ratings declines led advertisers to spend US $394.7 million on the show in 2014, down 49.5% for the US $781.9 million they spent in 2012, according to Kantar Media data.

  • Kellogg’s

descarga (10)Cereal brand Kellogg’s will go traditional TV commercial formats by shunning the lively morning kitchen—when folks eat breakfast—and show boxes of Kellogg’s cereals set out on a table at night with bowls and spoons ready for the next morning, encouraging consumers with the tagline: “See you at breakfast.”  The campaign is by Leo Burnett and will air in primetime TV and have print and digital elements.Kellogg’s cereal revenues declined 6% for the 52 weeks ending Nov. 30. Kantar Media data finds the most popular time to advertise cold cereals is primetime. Kellogg’s will increase its primetime ad placements by 15%.

  • Puma
  • descarga (11)Pop star Rihanna has signed a multiyear partnership agreement with athletic apparel maker Puma through which she will become the brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products. The company says she will directly influence the product design process beginning this spring.Although Rihanna is not an athlete, Puma CEO Bjorn Gulden says retro-sneakers and athletic-looking attire have been part of her stage and street persona for years. Its coming campaigns plan to broaden its appeal among women.
  • Avocados
    descarga (5)Avocados from Mexico will bring together almost 1,000 Hispanic stores in key regions for Guac Fiesta, a retail promotion that will offer a US $3,500 prize package to five winners.The campaign is designed to increase consumption through football season among bicultural Hispanics in California, Arizona, Texas, Chicago, Miami and New York City.The program will run from Jan. 1 through Feb. 1 and includes sweepstakes prizes and coupons using mobile, digital, social media and consumer relations.The Guac Fiesta campaign includes a text-to-win contest where consumers have a chance to win a big screen TV for football viewing parties.Retailer support is available and includes tear pad coupons and in-store purchase coupons for shoppers.
  • Bud Light
    descarga (3)Bud Light is rolling out new packaging and marketing with a TV ad that touts the messages printed on labels as “12-ounces of inspiration.”The brand packaging  will eventually feature more than 100 different messages scrolled on bottles. The new labels are part of the brand’s “Perfect Beer For Whatever Happens” campaign.The new ad, which was developed by BBDO, begins a new phase of advertising for the brand that will heavily promote the new packaging. The ad will debut regionally on New Year’s Day during college football bowl games and run nationally during the NFL playoffs. The new ad is notable for its product close-ups and description of the liquid as “crisp,” “smooth” and “refreshing.”


  • Ford
    descarga (4)Ford is announcing the arrival of Ford 2015 F-150 truck with what it says is its biggest truck marketing campaign ever. The campaign, which will debut during the first-ever college football playoff for NCAA Division I teams, centers on sports, especially NFL and NCAA football. There are also sponsorship components around Professional Bull Riding, NASCAR, Future Farmers of America, and country music, with mobile across all platforms. In addition to the TV campaign — which includes two 30-second ads — there is also radio and a country music tie-in. But the effort also includes a separate campaign for the other truck demo, and the fastest-growing one: Hispanic truck owners. A digital video series, “F-150 Tough Science,” is part of the pro-sports tie-in. It features ESPN “Sport Science” creator John Brenkus. Read  “Ford launches largest Truck Ad -Campaign ever with strong Hispanic component.”

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!

What: Telemundo’s “Premios Tu Mundo” (Your World Awards) is back with new sponsors on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida.
 Why it matters: Allstate, Volkswagen of America, L’Oreal Paris and Hennessy are all returning sponsors. New sponsors include Walmart, Colgate Optic White and Bud Light. The annual awards show combines the power of television, web, mobile and social media platforms.

descargaTelemundo has announced “Premios Tu Mundo” (Your World Awards), which honors the best in novelas, music and sports, official sponsors: Allstate, Volkswagen of America, L’Oreal Paris and Hennessy are all returning sponsors. Additionally, the third-annual celebration of U.S. Latin pop culture will be sponsored by Walmart, Colgate Optic White and Bud Light.

The event will be simulcast on Telemundo and mun2 and will feature live musical performances by Juanes, Alexis & Fido, Yandel, El General Gadiel, Olga Tañon, Elvis Crespo, David Bisbal, Gabriel Coronel, La Ley, Lucero, Gerardo Ortiz, Natalia Jimenez and Los Tucanes de Tijuana on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida.

Hosted by novela stars Gaby Espino and Aarón Díaz, the annual awards show combines the power of television, web, mobile and social media platforms. This year’s nominees include top Latin music stars such as JuanesMarc Anthony, Pitbull, Ricky Martin and, Shakiranovela stars Rafael Amaya (“El Señor de los Cielos”), Sara Maldonado (“Camelia la Texana”)Jorge Luis Pila (“En Otra Piel”) and Christian Bach (“La Impostora”), among many others.

The “Premios Tu Mundo” blue carpet sponsored by Allstate will feature the Effie Award-winning character “Mala Suerte” (“Bad Luck”). Other on-air integrations sponsored by Allstate include custom tagged network promos, web-drivers to vote for the custom category and more. Digital components of Allstate’s sponsorship will include a VIP Social Lounge that will host exclusive content throughout the show on a dedicated hub, Telemundo’s first Twitter Amplify program, exclusive Vine content , Telemundo homepage roadblocks, online and mobile co-branded banners, and more.

Walmart’s sponsorship will include a blue carpet integration, which will be highlighted during the main show. Additional elements of the sponsorship will include custom tune-ins, web drivers and cross promotional segments on “Un Nuevo Día” and “Al Rojo Vivo.”

Volkswagen of America will have Telemundo novela star David Chocarro. Digital components include exclusive sponsorship of the Moda Section on Telemundo.com featuring coverage of the night’s fashion and interviews with the nominees and special guests.

Colgate Optic White’s sponsorship will feature a special Colgate Optic White Zone with a thematic interview featuring Monica Noguera.

Hennessy V.S will sponsor a branded one-on-one room backstage at the award show, with interviews of popular talent.

“We are thrilled to partner with these illustrious sponsors to bring Latin pop culture fans the ultimate award show experience,” said Mike Rosen, Executive Vice President of Advertising Sales, NBCUniversal Hispanic Group.


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

  • Toyota- Scion

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

  • Safeway

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

  • Aflac

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

  • Macy’s

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

  • Carnival Cruise Lines

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

  • Burger King

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

  • Bud Light

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

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