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

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

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

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

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

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

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

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

What’s up for 2017?

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

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

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

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

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

 

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • La Bella®

la bellaLa Bella(®),a Hispanic brand in styling and beauty products, has announced the unveiling of a completely new product packaging design and brand logo for its set of beauty offerings, after nearly three decades of the same design. The new packaging and logo initiatives reflect a more modernized approach for the brand and will begin rolling out in the coming months in various retailers, including Walmart and Target. The new packaging and logo design will affect all of the brand’s personal care offerings including styling, skin, hair and body care products.The new appearance was designed to give the brand a more contemporary and updated look, and is set to be fully bilingual in English and Spanish to reach Hispanic consumers.

  • Dos Equis

dos11Mexican beer maker Dos Equis will launch its “Most Interesting Summer” program at retail and in on-premise accounts in June. Through weekly and monthly challenges (ranging in complexity) which will run throughout the summer, Dos Equis will invite participants to “up their game” and submit video or photo chronicles of their adventures for the chance to win several prizes, including an excursion to the Yucatan. Program activation, led by POS, will instruct shoppers to text “STAYTHIRSTY” to receive challenges and submit proof of participation via Instagram or to the program web site. Limited edition displays, stackers, price cards and cooler decals will be available at retail, along with cross-merchandising, grocery and C-store offers (where legal). On-premise accounts will be provided with POS that encourages shoppers to participate in on-premise challenges designed to keep them returning throughout the program period. Dos Equis “Most Interesting Summer” program will run nationwide June 1 through August 31 2014.

  • Omnicom

ttOmnicom signed a US$ $230 two-year million ad deal with Twitter .The agreement is focused on mobile spending and will integrate OMG’s programmatic ad buying unit Accuen with Twitter’s ad exchange MoPub. Omnicom will receive inventory access, locked-in ad rates and a first look at mobile ad units created by Twitter. This is the first holding company agreement Twitter has done on the mobile Ad exchange side, according to Twitter ´s Adam Bain .

  •  Bud Light

vvchelaBud Light, official sponsor of the upcoming World Cup, has launched “Vuvuchelas”, a LatinWorks´ initiative. “Vuvuchelas”are basically a glass of beer that when you finish drinking, becomes the famous horn “vuvuzela”. The production of the piece was conducted by Landia / RDYA.tv. These horns will then be used to celebrate and drink chelas (beers) at the same time. The vuvuchelas were introduced at various bars in the United States.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441