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Café Bustelo®

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

For prior Sales Leads editions, click here.

 

  • Northgate Gonzalez Market

Independent grocer Northgate Gonzalez Market is moving its point-of-sale system to the cloud by integrating NCR Emerald, which will transform the Hispanic retailer’s digital services and help innovate the customer experience. Atlanta-based NCR is a software- and services-led enterprise provider in the retail industry. Northgate is among the retailers that are moving into a digital-first world and engage customers before they ever set foot in a store. With NCR Emerald, the grocer gains the benefits of a cloud-based point-of-sale infrastructure that will help it quickly deploy new customer-facing applications. Additionally, the open architecture of NCR Emerald will help Northgate leverage and integrate its previous investments in loyalty, payments and merchandising.Anaheim, Calif.-based Northgate Gonzalez Market operates 40 full-service supermarkets in three California counties: Los Angeles, Orange and San Diego. Caro D’Antuono, Vice President of Marketing at Northgate Markets is a member of Portada´s Sports Marketing Board. 

 

  • Tecate

Mexican beer brand Tecate, owned by Heineken USA, is expanding the “We are Bold” campaign with new video spots.Created with agency Nómades, the ‘We Are Bold’ campaign centers on the cultural insight that guys everywhere become friends, but bicultural Hispanic men become brothers. The campaign is supported with online video, broadcast, digital and social, radio and out-of-home. The brand is also releasing  a higher-alcohol beer called Tecate Titanium.The new Tecate Titanium doesn’t have a televised marketing element, but is an important growth area for the brand. At 7.5% ABV, Titanium will be available in 24-ounce, single serve cans, and will launch in select markets throughout the country including New York and the Sun Belt states. Titanium will capitalize on the increased popularity of Mexican Imports, and the growing demand for higher-strength beers.Titanium will be promoted through out-of-home advertising close to the stores and with radio and sampling events. Belen Pamukoff, Tecate brand director, told The Drum that Tecate is also concentrating on expanding social media efforts through Facebook, Instagram, Snapchat and Twitter, along with a series of six-second gifs. The brand will be localizing communications to be very direct to local markets, with a lot of the volume going to the Sun Belt in California, Dallas, Houston and New Mexico. Pamukoff is a member of Portada´s Brand Star Committee.

 

  • MCM Worldwide

MCM Worldwide, a leather luxury goods brand founded by Michael Cromer and bought out by Sungjoo Group in 2005, has appointed Spark Foundry as its global media agency following a competitive review. PGR Media was the incumbent.Spark Foundry will handle strategy, content, digital buying and data & analytics, across the brand’s U.S., EMEA and APAC markets.

 

2019 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.

 

 

  • Goya Foods

Goya Foods, the largest Hispanic owned food company in the United States, was voted as America’s number two most loved U.S. food brand and placed in the top 10 most loved brands in the country, according to the second annual Engagement Labs’ TotalSocial® brand awards.Founded in 1936 in New York City, Goya has provided consumers with over 2,500 high quality, authentic, and affordable products ranging from everyday staples like olive oil and seasonings to classic ingredients like rice and beans; cultural foods that remind people of their native homes and often times, their grandmother’s cooking. Goya’s improvement is related to continued strong performance with positive conversations, both online and offline, as well as more offline conversation among non-Hispanic consumers.

  • Café Bustelo®

Café Bustelo®, the rich espresso-style Latin coffee brand, launched a café inside a shipping container where residents can explore the brand’s Sabor Latino and purchase coffee drinks such as cafecito, colada, cortadito and café con leche. The café will also serve traditional Latin indulgences including pastelitos and empanadas. Located at 3615 Montrose Boulevard, the café will be open from 7 am until 4 pm daily now through May 25. Houston’s Montrose area boasts a vibrant and diverse culture that speaks to Café Bustelo® brand’s roots in Latin tradition and dedication to celebrating community. Through May 25Café Bustelo® will host a variety of organizations, providing a platform for art and live performance. A portion of the proceeds from the café will be donated directly to the organizations involved.

 

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

For prior Sales Leads editions, click here.

  • TurboTax

TurboTax®, one of the nation’s leading online tax preparation service from Intuit Inc., has launched a new Hispanic integrated marketing communications campaign aimed at empowering the Latino community to take control of their finances with the help of in-language content and bilingual tax advice. The campaign includes TV, radio, digital advertising, media partnerships and integrations, influencer programs and social media activations, with engaging new content, in both English and Spanish, to ensure cultural relevancy.The Hispanic marketing campaign launched in early January with three Spanish language television spots focused on TurboTax Live, a new way to do taxes that allows you to connect live via one-way-video to tax credentialed experts, who are CPAs, Enrolled Agents, and Tax Attorneys with an average of 15 years of experience. TurboTax tax experts are now available year-around for unlimited help, in both English and Spanish. The TV spot creative was concepted and produced by TurboTax’s AOR Wieden+Kennedy and will air through the end of tax season.In addition to airing Spanish television spots on Univision, Telemundo, Azteca America, among others, TurboTax has a comprehensive 2019 campaign that will be complemented with additional strategic efforts that build on key relationships within the Latino community, including: Bilingual Blog Launch, Key Media Integrations, Influencer and Media Relations, #WeAllGrow Partnership and Media Partnerships.

 

  • Urban Skin Rx

Urban Skin Rx, the melanin experts and go-to clinical skin care line geared towards treating and perfecting diverse skin tones, announced it will expand its retail distribution beyond its e-commerce website www.urbanskinrx.com and its retail presence at select Target stores and Target.com into Ulta Beauty, Ulta.com and CVS stores across the U.S. Urban Skin Rx has been a pioneer brand devoted to advancing skincare innovations in the otherwise overlooked multicultural beauty industry. This expansion underscores the importance of reaching and serving a broader segment of underserviced consumers and will increase visibility and accessibility for Urban Skin Rx. Urban Skin Rx will roll-out in early 2019 at Ulta Beauty, Ulta.com and CVS with new products including the new Even Tone Super Glow Serum and Clear & Even Clarifying Glycolic Pads.

 

  • Café Bustelo®

Iconic espresso-style coffee brand Café Bustelo® launches the Café Bustelo® El Café del Futuro Scholarship in partnership with the Hispanic Association of Colleges and Universities (HACU). Since 2014, us$230,000 in college funds have been awarded to 46 Latino students nationwide through the partnership. The campaign generated more than 1,500 entries in 2018. In 2019, Café Bustelo® is doubling the total available scholarship funds by awarding US$100,000 to twenty students.Café Bustelo is encouraging Hispanic students to submit an essay in English or Spanish (800 words or less) describing how their heritage, family, and community have impacted their desire and motivation to obtain a college degree; how they plan to give back to their community; and what they intend to accomplish with their degree. Eligible U.S. students can apply for the opportunity to receive one of twenty $5,000 scholarships by submitting their essay. All eligible applications must be received by May 24, 2019 at 11:59 p.m. CT, and scholarship recipients will be announced on or about Sept. 16, 2019.

 

2019 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.

 

  • Inca Kola USA

Continental Food and Beverage Inc. / Inca Kola USA has joined the Super Bowl fever to celebrate the Game Week Kick Off Reception in Atlanta, Abasto Hispanic has confirmed. This year, Continental Food and Beverage Inc. / Inca Kola USA honored Josef Martinez as Athlete of the Year. The soccer player from the Atlanta United was named Major League Soccer 2018 MVP.Journalist Mariela Romero, Univision’s regional director of community empowerment in Philadelphia, Raleigh and Atlanta, explained the importance of the Salute to Hispanics in Sports Initiative.The program aims to enhance the positive image of Hispanics by highlighting the great community work being done by these professionals.

 

 

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

For prior Sales Leads editions, click here. ]

  • Deezer

Internet music streaming service Deezer has appointing MARCA Miami, the multicultural sister shop of MARC USA, as its partner agency to introduce the music streaming service’s FLOW platform to U.S. listeners.MARCA will handle  strategy development, creative and media planning and buying. The initial brand awareness strategy “Music Meets AI” will focus on the growing Latino market with dual language messaging.The campaign features radio, outdoor, digital video and banners and social advertising. The launch coincides with Hispanic Heritage Month, which runs through October 15.

 

 

  • Chipotle

Chipotle is implementing its latest campaign designed to underscore the “food with integrity” brand message it launched with 25 years ago, Mediapost has reported. CEO Brian Niccol and new CMO Chris Brandt want to turn Chipotle into a “purpose-driven lifestyle brand.” The fresh/clean ingredients are the center of this new marketing strategy particularly aimed at millennials and younger consumers.The plan also includes updating the restaurants’ interiors, extending its hours, adding a snacking “happy hour,” and freshening up its menu . Now, the brand is unveiling a new campaign called “For Real” that stresses that Chipotle uses just 51 fresh ingredients and prepares its food fresh daily, by hand. The campaign will include TV/digital ads (sample below), out-of-home and print. Chipotle is also launching a second Instagram account, @ChipotleForReal, meant to educate followers about each of its 51 ingredients.

 

  • El Pollo Loco

El Pollo Loco has released a new campaign aimed at the Hispanic community in the Los Angeles market for the Hispanic Heritage Month, which started on Sept. 15, Mediapost has reported. The campaign includes a series of four full-page ads in the Sunday edition of The Los Angeles Times. Created by Vitro agency, the ads are designed to honor the month’s celebration of Hispanic culture, while explaining why El Pollo Loco is in a credible position to do so, given the brand’s history and continuing traditions. El Pollo Loco has 480 franchised restaurants located in California, Arizona, Nevada, Texas, Utah and Louisiana.

 

 

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.

 

  • Corona

Live Nation and Corona announced the inaugural Corona Estéreo Beach Tour with headliner and ambassador Wisin, a global reggaetón icon and Latin superstar.  In its first year, the Corona Estéreo Beach Tour will travel to five cities across the U.S. including Boston (10/31), Chicago(11/6), Orlando (11/9), Miami (11/14) and will wrap in Dallas (11/16). Fans can purchase tickets to attend the intimate concert experience with Latin music’s most prolific and pioneering artist, Wisin, while immersing themselves in the relaxed Corona mindset.“The Corona Estéreo Beach series is a new way for us to connect with our Latino fans through their passion for music,” said Ann Legan, Vice President of Brand Marketing, Corona. Latin urban music icon WISIN, born Juan Luis Morera Luna in Puerto Rico, is a singer, songwriter, producer and entrepreneur known for his resounding success, first as part of duo Wisin & Yandel and now as a solo artist and music producer.

 

 

 

 

  • Café Bustelo®

Café Bustelo® in partnership with the Hispanic Association of Colleges and Universities (HACU) awarded ten deserving Latino students from around the country with the Café Bustelo El Café del Futuro Scholarship. In its fifth year, the brand has provided US$230,000 to date in college scholarships to 46 Latino students nationwide.Starting in February, Café Bustelo challenged students across the nation to submit an 800-word essay describing how their heritage, family and the community in which they grew up inspired them to obtain a college degree and how they plan on giving back to their respective communities.More than 1,500 eligible applications (nearly 500 more applications than 2017) were received and reviewed by a qualified review committee.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

A summary 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. 

  • BIC

BIC, known for making disposable consumer products such as lighters, razors, mechanical pencils, and printed paper products, has appointed New York-based Merkley+Partners as its U.S. media agency of record without a review. BIC spent over US$9.8 million on measured media in 2016, according to Kantar Media.Merkley+Partners will handle media buying and planning in the U.S.

 

 

 

 

  • Adobe

Adobe has appointed GroupM’s Wavemaker as its U.S. media agency of record, following a review which launched in October. Wavemaker will be handling media buying and planning in the U.S. across Adobe’s Clouds: Creative, Experience and Document products. Wavemaker already handled media buying and planning for Adobe in Europe out of its Switzerland office.Adobe’s creative account will remains with GS&P.

 

 

 

  • L’Bel

Belcorp, a corporation with a presence in Latin America and the United States through its L’Bel brand, will conduct its first National Inspire Tour in the USA. With the desire to encourage the dreams of Latin women living in the United States, the objective of this tour is to get closer to the Hispanic community and inform it of a business opportunity that will allow women to become businesswomen within the beauty industry, and female leaders in their communities. Today, the L’Bel USA brand has thousands of Beauty Advisers, including some who have reported nearly one million dollars in volume of sales. In the National Inspire Tour, women will have the chance to learn about the program’s benefits, domestic and international trips, luxury automobiles, workshop participation, chats, product demonstrations, raffles and many more surprises. The event is open to the public. 

 

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!

  • Café Bustelo®

Café Bustelo® is partnering with the Hispanic Association of Colleges and Universities (HACU) to launch the fifth-annual Café Bustelo El Café del Futuro Scholarship. Eligible U.S. students can submit their application for the opportunity to receive one of ten $5,000 scholarships. All eligible applications must be received by Friday, May 25, 2018 at 11:59 p.m. ET, and recipients will be announced on or about September 15, 2018. Café Bustelo® contest to award US$50,000 in college scholarships to ten inspiring students.Café Bustelo is asking students of Latino descent to submit an application that includes an 800-words or less essay in English or Spanish describing how their heritage, family, and community have impacted their desire and motivation to obtain a college degree; how they plan to give back to their community; and what they intend to accomplish with their degree.

 

 

 

  • State Farm

Insurance firm State Farm has appointed ReKTGlobal as its agency of record for e-sports. State Farm recently announced its first sponsorship in the esports space with the company serving as the North American sponsor of the 2018 League of Legends World Championship, Mid-Season Invitational and All-Star Event. OMD is State Farm’s media agency of record and The Marketing Arm is its entertainment creative agency.

 

 

 

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.