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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. 

  • Pepsico

Bestselling author, speaker and TV host Gaby Natale has inked a deal with PepsiCo to empower and inspire the company’s employees as part of its commitment to celebrating diversity during Hispanic Heritage Month. The EMMY winner will hold two company wide empowerment keynote speeches at the Dallas Cowboys World Headquarters in Frisco on September 17 and at the Frito Lay Headquarters the next day, which will be telecast to field locations across the United States. The workshops will flesh out Natale’s renewed commitment to inspire Latinos to develop their potential. Natale’s deal with PepsiCo is the first in a series of collaborations that the SuperLatina will be focusing on as part of a concerted effort by her company, AGANARmedia, a marketing company with a focus on Hispanic audiences,  to develop empowerment programs with organizations that are committed -in words and action- to the advancement of gender parity, pay equity and talent diversity.

  • Macy’s

In celebration of Hispanic Heritage Month, Macy’s is hosting special events nationwide featuring influential individuals who have made contributions globally in connection with celebrating their Hispanic heritage in entertainment and fashion. The spirited in-store events, featuring a variety of celebrities of Hispanic descent, will explore different methods of storytelling featuring music, television and digital content. In addition, guests will learn about traditions like quinceañeras, and how sports play a key role in the celebration of Hispanic heritage.Joining Macy’s to celebrate Hispanic Heritage Month are celebrities including Latin Grammy-nominated Farruko; the cast and writers from Starz’s new and groundbreaking hit television show, “Vida;” Gadiel Del Orbe and Maya Murillo from Buzzfeed; Pero Like; ESPN radio and television personality, Gonzalo “Papi” Le Batard; beauty blogger and fashion expert, Elizabeth Torres; and fashion expert, Nick Verreos.Macy’s Hispanic Heritage Month events will take place at stores across the country including California, Florida, Illinois, New York and Texas.

  • Dos Equis

In connection with Dos Equis’ recently launched ‘Keep it Interesante‘ campaign, the beer has partnered with popular streetwear and lifestyle brand creators of the ‘Mexico is the Shit’ jacket. The partnership will bring to life a series of pop-up shops and events specially curated by MITS featuring emerging Mexican talent, streetwear designers, visual artists, and music artists. The program will also come to life on social media, in sponsored content, on-premise merchandising and with a special edition Dos Equis & ‘Mexico is the Shit’ can.In celebration of the partnership and Mexican Independence Day, ‘Mexico is the Shit’ and Dos Equis will host a launch event on September 15 at Remezcla House in Bushwick, Brooklyn.  At the event, people will come together to celebrate Mexican talent who are representing culture in music and art – with a special mural by LA-based artist Teddy Kelly. The launch event will feature DJ performances by electro indie electronic artist Neon Indian (Texas/Mexico), famed Mexican party DJ Marcelo Cunning (New York), and DJ Chava (Chicago).

 

  • A Place For Mom

 

A Place For Mom has appointing Mercury Media as its new AOR for media buying for the senior assisted living referral service, Mediapost has reported. The appointment  includes TV planning, buying and attribution. Founded in 2000, A Place for Mom is a privately held, for-profit senior care referral service based in Seattle, Washington. The company provides personal and professional assistance to families in the search of senior care options. A Place For Mom has spent US$11.38 million on advertising during the first six months of 2018, while its 2017 U.S. ad budget was US$24.16 million.

 

 

  • Havas Group/ Republica

Havas Group has invested in Miami-based multicultural agency Republica. As part of this investment, Republica will operate as Republica Havas and will continue to be led by founder, chairman and CEO Jorge A. Plasencia, founder, president Luis Casamayor and their executive team, under the direction of Havas Creative, North America chairman and CEO Paul Marobella.Republica will continue to be headquartered in Miami, with plans for expansions into key markets including New York, Los Angeles and Chicago. The agency will leverage Havas’ global network and parent company Vivendi’s media and entertainment properties as it continues to provide multicultural marketing solutions to clients. Republica´s client roster includes Google, Walmart, Toyota, Nielsen, Four Seasons Hotels and Resorts, NBCUniversal Telemundo, Universal Parks & Resorts, Goya Foods and Miami Super Bowl 2020.

 

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.

 

  • Hennessy

Hennessy, one of the world’s best-selling Cognac, has released a series of video vignettes and still photography featuring world-champion boxer Canelo Álvarez who, like Hennessy, recognizes the importance of heritage and family in the unwavering pursuit of excellence. Now in its second year, Hennessy’s partnership with Oscar De La Hoya’s Golden Boy Promotions includes an integrated marketing campaign featuring original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to entertain and inspire. Hennessy invites boxing fans across the globe to enjoy the specialty V.S.O.P Privilège cocktail while watching next weekend match.Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Los Angeles-based Golden Boy Promotions was established in 2002 by 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of boxing’s most active and respected promoters.

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: Portada talked to Gustavo Guerra, brand director of Tecate Equity at Heineken U.S., about how the beer brand has changed its marketing strategy to target the overall U.S. market. A campaign using actor Silvester Stallone is intended to appeal to target audiences nationwide. In addition, boxing sponsorship deals are a major element behind this new marketing push.
Why it matters: In 2016, Tecate signed a multiyear sponsorship deal with management/promotions firm Golden Boy Promotions, and with current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez. “Canelo”  just competed last Saturday May 6 against Julio César Chávez Jr, The multi-year sponsorship contract has Tecate featured prominently in the center ring, around the mat, and throughout the arena. Boxing allows Tecate to really leverage sponsorships through in-store promotions, which help them sell more products.

Gustavo Guerra Maza
Gustavo Guerra, brand director of Tecate Equity in Heineken U.S.

On last Saturday night, May 6, all boxing fans’ eyes were set on Las Vegas to experience one of boxing history’s most exciting encounters: current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez, against Julio César Chávez Jr. During what seemed to be the longest twelve rounds in boxing history, Canelo reminded the world of what a great fighter he is.  Canelo, once again, won the WBC Light Middleweight Championship. But the Mexican boxer wasn’t the only winner last Saturday night. Printed on his shorts, and with a presence on every corner of the MGM Grand Arena in Las Vegas, Tecate made sure to leverage one of its most relevant sponsorship deals.

Tecate’s marketing push in 2017 did not start with the Canelo-Chavez fight. On April 18 Tecate launched a new campaign (TV, Digital, and Social Media)  in collaboration with Canelo Álvarez and Sylvester Stallone.

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“Stallone was key to the strategy because, although he is no boxer, he allowed us to reach an audience beyond Hispanics, which already connect with Canelo,” explains Guerra.“We are expanding our brand towards a market, which had been foreign to us, which is the American market.”

We are expanding our brand towards a market, which had been foreign to us, which is the American market.

Tecate has a multiyear agreement with promotions company Golden Boy, founded by former boxer Óscar de la Hoya. Alone in 2016, Golden Boy received an audience share of 42% of all boxing fights, explains Guerra. The multi-year sponsorship contract has Tecate featured prominently in the center ring, around the mat, and throughout the arena. (Saúl El Canelo  Álvarez, is among professional boxers who have contracts with Golden Boy.)

“It wasn’t enough to sign a partnership with Golden Boy. For the first time, we signed a deal with a boxer. Canelo Álvarez became the brand’s ambassador last year,” explains Guerra.

HOW TECATE MARKETS TO U.S. MENWHO? WHAT?RATIONAL
Sponsorship of InfluencersMovie star Sylvester StalloneTo reach U.S. Americans
Boxer Canelo AlvarezTo reach Hispanic audience
MediaTV advertising on 10 English speaking channels, and 13 Hispanic channels. Print advertisingTo reach the masses
Retail ActivationsIn-store activations in more than 17000 stores, plus special edition cansFor immediate conversion
Digital ActivationsSocial media plus online advertisingTo reach a younger and connected audience

The History of Tecate’s Marketing in the U.S.

Some say you can reach men through their belly (stomach), but Tecate found a better way to do it: through sports, particularly boxing.

When Tecate started expanding in the U.S., in 2007, its marketing strategy focused on reaching first-generation Hispanics who already knew the Mexican brand and wanted to buy it in the U.S. But later, in 2015, Tecate decided to go after the next generation, whose natural context is bicultural.

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“These consumers don’t feel like native U.S. Americans, but neither like Hispanics. This is why they represent the best of both worlds, “explains Guerra. They connect both with the American culture and with the Latin American.

“To us, this is the most relevant strategic change. It  represents 64% of Hispanics, who  live in both cultures, and move around like a fish in the sea.”

For us, this is the most relevant strategic change.

With this in mind, starting in  2016, Tecate expanded its reach beyond the “the sunny belt” states -California, Arizona, New Mexico, and Texas-  to the whole territory of the U.S.

Tecate started to use boxing to target the Hispanic consumer in May 2015. The boxing “Fight of the Century” between Manny Pacquiao and Floyd Mayweather was one of the most exciting moments in boxing history. Box office sales reached US $74 million (just 14 million less than Super Bowl, with a quarter of the seats available).

Along Las Vegas Boulevard, 275 activation points reminded people walking by that the “Fight of the Century” was presented  Tecate. “The moment you left the plane, at the airport, you had an impact by Tecate. This was a very important way to leverage our sponsorship,” remembers Gustavo Guerra, brand director of Tecate Equity in Heineken U.S.

(Photo: @Canelo)
For the first time we signed a deal with a boxer. Canelo Álvarez became the brand’s ambassador last year.

Boxing allows Tecate to really leverage sponsorships through in-store promotions, which automatically lead them to sell more products. In addition, Tecate pushes the brand through social media and digital advertising. Including its Bold Punch app, which makes your phone vibrate every time Canelo connects a punch on his opponent.

“These features help us connect with our target consumers, and allow us to tell a story,” says Guerra.

Now, the key to keeping growing  is to continue innovating to connect with all our audiences, Guerra concludes.

Gabriela Gutiérrez M contributed to this article.

 

What: Azteca Los Angeles 54 announced an exclusive multiyear agreement as the Los Angeles Chargers Spanish-language flagship television station and broadcaster. Meanwhile, cognac brand Hennessey became the exclusive partner of boxer Canelo Alvarez.
Why it matters: Both partnerships reflect the brand’s and channel’s interest to connect with the Hispanic audience in the U.S.

Azteca.jpgThrough an exclusive multiyear agreement, Azteca and Los Angeles Chargers (a team that had been playing in San Diego until last season) are seeking to reach the Hispanic audience through the Spanish-language broadcast of three preseason games.

In addition, they are looking to expand the broadcast to reach fans and viewers throughout all of Southern California.

“We are excited to serve as the flagship Spanish-language station for the Los Angeles Chargers preseason games as they “Fight for LA,’” said on a statement Enrique Perez, Executive Vice President, Azteca America Station Group. “Our viewers throughout Southern California will be able to watch the games live as well as participate in team-supported community events for fans of all ages in the local LA area.”

Los Angeles Chargers

Our viewers throughout Southern California will be able to watch the games live as well as participate in team-supported community events for fans of all ages in the local LA area.

Beginning in September, and continuing through the NFL season, Azteca Los Angeles will broadcast a weekly primetime show featuring Los Angeles Chargers highlights and expert commentary that will provide viewers and fans with behind-the-scenes coverage.

The partnership also will include cross promotion on all social media and digital platforms for Azteca Los Angeles 54 and the LA Chargers.

“We strive to provide Chargers fans with the best experience in every way possible,” said A.G. Spanos, Chargers President of Business Operations. “In this case, unparalleled television access throughout the LA region. This partnership only serves to enhance this priority.”

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Canelo Alvarez Signs With Hennessey

Canelo Alvarez
Canelo Alvarez (Photo: Twitter)

As the world’s best-selling cognac, Hennessey decided to join the boxing industry by signing an exclusive partnership with current WBC Light Middleweight Champion Saul ‘Canelo’ Alvarez (and management/ promotions firm Golden Boy Promotions), through HOMBRE Magazine.
Hennessy will use Canelo’s upcoming fight against Julio Cesar Chavez, Jr. at the Las Vegas  T-Mobile Arena on Saturday, May 6th, as an opportunity to kick off their Golden Boy/ Canelo Alvarez partnership.

“Like Hennessy, the Alvarez family lives the mantra of ‘Never stop. Never settle.’ Canelo and Hennessy recognize the importance of community and family in building a successful and enduring legacy,” said Giles Woodyer, Senior Vice President at Hennessey, through an official statement.

Hennessy USAlvarez’s relationship with Hennessy also marks a groundbreaking moment for the Latin community. The fact that such an international label selected a fighter of Mexican heritage to join in this partnership is a major triumph for Latinos.

“We hope that consumers across all demographics will enjoy Canelo’s personal story of pushing the limits of potential. He embodies the spirit, determination and relentless pursuit that inspires us and we hope that it will inspire others,” Woodyer added.

We hope that consumers across all demographics will enjoy Canelo’s personal story of pushing the limits of potential.