What: Chrysler unveils its’ latest brand campaign “Hero,” specifically developed and created for Hispanic market, for the all-new minivan Chrysler Pacifica.
Why it matters: Spot will air in top Hispanic markets including Chicago, Dallas, Houston, Los Angeles, Miami and more.

The Chrysler brand is launching a new campaign to share key features of the all-new Chrysler Pacifica with Hispanic customers.

Hero” is a 30-second commercial featuring Pablo, a young boy attempting to impress the girl next door. Pablo utilizes Pacifica’s functionality, versatility, technology and bold styling to make the ride to school with his neighbor much more special. “Hero” will run across television, digital and social channels and will be also available on the Chrysler brand’s official YouTube channel.

The campaign will air in top Hispanic markets including Austin, Chicago, Dallas, Houston, Fort Myers, Los Angeles, Las Vegas, Miami, New York, Orlando, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Tampa and West Palm Beach.

The growth of the U.S. auto industry is largely driven by multicultural sales and Latinos have a high affinity for the minivan segment.

“We built the all-new 2017 Chrysler Pacifica with kids in mind – and for the moms and dads who perform superhero feats every day – by designing a minivan with more than 100 available safety and security features to transform the minivan segment,” said Tim Kuniskis, Head of Passenger Cars, Dodge, SRT, Chrysler and FIAT, FCA – North America. “With a full array of comfort and convenience technologies, including hands-free sliding door, Uconnect Theater, ParkSense Rear Park Assist and our exclusive Stow ‘n Go, the Pacifica’s ‘super’ powers give parents and children the ability to play the role of hero in their everyday life.”

“Advertising to multicultural consumers is a high priority for our company,” said Juan Torres, Head of Multicultural Advertising, FCA US LLC. “Today, U.S. auto industry growth is largely driven by multicultural sales and Latinos have a high affinity for the minivan segment. Our campaign is tailored for bicultural Latino families and we use humor and an endearing story to showcase the unique features that make Chrysler Pacifica the ‘hero’ of all minivans.”

Chrysler’s “Hero” campaign was made in conjunction with Alma DDB. UM/Identity is Chrysler’s Media Buying Agency.



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 Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • Chrysler

descargaChrysler has released its latest campaign for the 2017 Chrysler Pacifica aimed at Millennial dads.The campaign stars comedian Jim Gaffigan.TV and online spots released so far include a 30-second “Dad Brand” launch spot, a 30-second spot called “Tennis,” which shows that to build a strong “Dad Brand,” you’ve got to do everything for yourself; a 30-second spot “One on One Time,” which shows how quality time between a son and his “Dad Brand” is very important and finally, a 30-second spot “Neighborhood Watch,” which shows how even a parked Pacifica can do a lot for your “Dad Brand.” Additional spots will begin airing across television and digital/online throughout the coming weeks and months across national broadcast, including prime time. The campaign includes nine different ads in total with Gaffigan, his wife Jeannie and their five children. The campaign debuts with TV and online spots.The Pacifica replaces the Town & Country minivan and the Dodge Grand Caravan.


  • ALDI

ALDIAbout a month after it debuted its first California stores, grocery retailer ALDI will open its next round of stores in the region this Thursday, April 21. Six of the 10 new stores will be located in Los Angeles County, three in Orange County and one in San Bernardino County. ALDI plans to open approximately 45 stores in Southern California by the end of 2016.Stores celebrating their grand opening on April 21 will host an official ribbon-cutting ceremony at 8:45 a.m. The first 100 shoppers to arrive at each store will receive a golden ticket redeemable for an ALDI gift certificate of various amounts, and all shoppers will be invited to enter an on-site sweepstakes for a chance to win Produce for a Year. Additionally, shoppers on April 21, 22, 23 and 24 will receive a complimentary ALDI reusable eco-bag, while supplies last.

  • Tecate

descarga (2)Tecate has released its first-ever national campaign “Born Bold” with the help of its signature black eagle and featuring two famous Hispanic athletes: Mexican boxing superstar Canelo Alvarez and soccer referee Felipe Ramos Rizo. Saatchi & Saatchi NY was behind the effort.  The brand doubled its investment in digital and social marketing, leveraged its opportunities for sponsorships with Alvarez ahead of two major bouts and planned its first national campaign. The company also turned to global agency Elmwood to redesign its packaging. (CHECK OUT our interview with Felix Palau, Heineken Regional Director Global Marketing Americas Heineken.)


  • Kraft Heinz

KraftCrackerBarrel_PrestigiousAwards16Kraft Heinz will promote its Cracker Barrel macaroni and cheese, which came out in February as an extension of the classical cheese brand, with the aim of winning more consumers who buy prepared macaroni and cheese. The Cracker Barrel macaroni and cheese will be promoted through a new campaign from CP&B called “Award Worth Winning.“Kraft already dominates the shelf-stable boxed macaroni and cheese category with products including the main Kraft macaroni and cheese.Marketing plans include 15-second and 30-second commercials that will run through September, social media and in-store plans promotions.Kraft spent nearly US$11.4 million on Cracker Barrel marketing in 2014, according to data from the Ad Age Datacenter. CP&B is the creative agency on the project, with Starcom on media and Ketchum handling public relations.

  • American Family Insurance

oMadison, Wisc.-based American Family Insurance has released a new campaign  and website to help its customers fulfill their dreams. Under the same tagline “Insure carefully. Dream fearlessly,” introduced last year, the campaign  includes three TV spots which  will roll out regionally to the 19 states where the insurer does business.BBDO New York was behind the effort.This is the first time the brand created a website featuring curated content. Consumers can get pre-recorded advice from 15 different children as part of the digital portion of the campaign. Mirum, a J. Walter Thompson Co.-owned agency, created the feature. Mindshare handled media buying duties.In 2015, the company spent US$194.5 million on measured media in the U.S., according to Kantar Media.

  • StarShop    

StarShop and Tu Visión Canal have announced an exclusive joint partnership in developing a Spanish Language Shopping Portal and Mobile App. This initiative joins the ideology of Tu Visión Canal which considers Language and Culture in giving Spanish Speakers the On-Line Video experience they deserve with high fashion, high quality and the affordable products of StarShop. Together they will capture a large percentage of the US$1.5 Trillion+ U.S. Hispanic retail purchasing power.  StarShop represents brands from renowned retail international companies and examples of brands being sold on StarShop include Guess, Ray-Ban, LG, Canon, Dyson, and Clinique. These brands will be married to Tu Visión Canal Content Creators to integrate organically into their weekly videos uploaded onto Tu Visión Canal, to deliver a unique shopping experience. StarShop “Compra Como Una Estrella” will be available on TuVisiónCanal.com and integrated into the Tu Visión Canal Mobile App, now available for iOS and Android, during the summer of this year.

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!

Click here for prior Sales Leads issues.

  • Chrysler

descargaThe Chrysler brand has launched a new multicultural marketing campaign for the all-new 2015 Chrysler 200, featuring acclaimed actor Gael García Bernal (Amores Perros, Y Tu Mamá También, The Motorcycle Diaries). The campaign, which debuted Wednesday, March 4, consists of four national television spots across U.S. Hispanic media – one :60 and three :30 commercials – and also includes digital and social initiatives. Key partners for the Chrysler brand include Univision and Telemundo, for which the brand will be a presenting sponsor of La Voz Kids, a  show for family co-viewing in all of broadcast, regardless of language, on Telemundo. The campaign introduces Hispanic consumers to the all-new 2015 Chrysler 200, giving viewers a close-up view of the Chrysler brand’s class-leading advancements. The story is anchored on the message, “Why choose ordinary when you can have extraordinary?”, and supported with “Un Modelo a Seguir” – a nuanced phrase that in Spanish conveys positive messages such as something that inspires and/or something to pay attention to or follow. (It translates literally to “A Model to Follow,” which in the spot refers as much to the Chrysler 200 as it does to Gael García Bernal).The Chrysler brand campaign was created in partnership with Lopez Negrete. Media buying and planning has been done by IPG Mediabrands. The first spot, “Kid, You’re Not Me,” can be viewed here:

  • Enterprise Rent-a-Car

Rent-EnterpriseEnterprise Rent-a-Car just announced “Vamos Por Ti” (We’ll Come For You) – its first-ever fully-dedicated Hispanic marketing campaign. “Vamos Por Ti” will come to life in TV, radio and digital advertisements, as well as in-store collateral. Advertisements will debut in six pilot markets in Texas and New Mexico, with potential to expand into additional markets later this year. PHD Media Network handles all media planning and buying duties on behalf of Enterprise, and for this campaign, the spot will be seen on Univision and Telemundo networks in six markets – Dallas/Ft. Worth, Houston, San Antonio, Austin, El Paso/Las Cruces and Albuquerque/Santa Fe. There are also digital buys on YouTube, Hulu Latino and Facebook. The campaign began March 2 and runs through April 12. In addition to “Vamos Por Ti,” Enterprise is also debuting a new North American television ad that will launch next week on March 16 across primetime broadcast TV and digital, coinciding with some of the brand’s heaviest media buy. The spot, called “Family Reunion,” uses humor to communicate how often Enterprise employees go above and beyond for their customers. In this particular ad, a young woman asks Enterprise to pick her up from a family reunion, and then introduces family members to her “boyfriend” (a.k.a. the Enterprise employee) who willingly plays along. The “Vamos Por Ti” campaign was developed by Bromley and “Family Reunion” was developed by Cannonball Advertising and Promotion. Read our Interview with Lee Broughton, AVP, Enterprise Brand Marketing, North America.

  • UFC

PINTA Logo (1)Miami based Pinta has been selected as Hispanic agency of record for UFC, helping with marketing efforts, creative public relations, social media, fighter promotions and event support. UFC Ultimate Fighting Championship is the largest mixed martial arts promotion company in the world featuring most of the top-ranked fighters in the sport. Based in the United States, the UFC produces events worldwide.

  • MLB.com

pggGR8TI_reasonably_smallMLB.com At Bat dominated North America in its first three days as excitement builds among baseball fans for the start of Spring Training games today. The new Spanish language capabilities developed for At Bat are part of a larger MLB effort to expand its important relationship with Latino fans.  To further that effort, Major League Baseball has named LatinWorks, the full-service cultural branding firm, as the league’s creative agency to reach Latino fans. MLB will be also handling the media buying.  LatinWorks will direct MLB’s national campaign to emphasize its multicultural diversity and connect with its Latino fans more directly and extensively. There were 193 foreign-born Latino Major League Baseball players, equaling 22.6% of the league, on Opening Day rosters last season, playing alongside many U.S.-born players of Latino descent.LatinWorks’ creative for MLB will incorporate a multi-platform national campaign for the upcoming season, as well as strategic brand activations surrounding MLB Jewel Events including Opening Day, All-Star Game, and Hispanic Heritage Month. The agency’s marketing campaign will be unveiled nationally later this month.In addition to At Bat and its comprehensive bilingual accessibility, Latino fans also will have extensive Spanish-language access to all 30 MLB Clubs through MLB.TV, which will introduce a new audio option in 2015. This technology will give MLB.TV subscribers the ability to switch the live audio feed from the television to Spanish-language radio announcers without disrupting the live video broadcast. MLB buys media in-house.

  • #SinTraducción – Target

Sin-Traduccion1-924x462What do the Spanish words “arrullo,” “sobremesa” and “estrenar” have in common? They all have a starring role in #SinTraducción, Target’s new Hispanic campaign that features words with no English equivalent. A first-of-its-kind for Target, #SinTraducción is a sweeping celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture. Using a number of these untranslatable terms as inspiration, the campaign invites Target’s guests to experience the brand in a more personal way.#SinTraducción, the retailer’s first campaign focused solely on Hispanic guests, launches March 8. Branded with an inviting hashtag, the campaign aims to create a dialogue between Target and its guests on social media.According to Rick Gomez, senior vice president of marketing at Target, #SinTraducción is social by design.

  •  Sensis

sensislogo_2012_400x400Sensis, the cross-cultural agency with digital at its core, will open an office in Austin on March 2 having merged with K. Fernandez Marketing of San Antonio. Karla Fernandez Parker will start immediately as Sensis managing director of Texas.The Austin office, located in a technology corridor, is the fourth office for Los Angeles-based Sensis. Read more.


  •  Rick Perry/ Targeted Victory

80rkMI5v_reasonably_smallTexas Governor Rick Perry has tapped Targeted Victory, an audience targeting firm focused on Republican political candidates, to help reach potential voters for a 2016 Presidential run.Targeted Victory is familiar with Presidential races as in the past it worked on the Romney-Ryan campaign in 2012 and brought those same Romney-Ryan supporter audience segments back for the 2014 midterms.Michael Beach, co-founder of Targeted Victory, will be solely focused on the Perry ticket. Targeted Victory may also work with other candidates for 2016..Beach will serve as senior advisor for digital and television optimization for Rick Perry’s campaign. Chris Gulugian, Targeted Victory’s client strategy director, will serve as an advisor for digital and field operations, per a release.

  • Unilever

puJbbfeF_reasonably_smallUnilever has agreed to acquire Ren Skincare for an undisclosed amount, to ramp up in prestige beauty.Unilever said it expects the deal for the 15-year-old skincare brand, founded in the U.K. by Anthony Buck and Robert Calcraft, to close by May after regulatory reviews.The move comes at P&G is divesting, discontinuing or merging 100 brands globally representing 14% of its sales. Smaller prestige fragrance licenses, such as Avril Lavigne’s signature scent, have already been discontinued.Ren had global sales of more than US$110 million last year, Euromonitor estimates.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

Join us at PORTADA Mexico!



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!

Click here for prior Sales Leads issues.

  • Heineken USA

descargaThis year, Heineken USA’s “Beers of Mexico” seasonal Fiesta pack will include Dos Equis AZUL, a limited edition blend of signature golden wheat lager and blue agave. The variety pack will also contain Dos Equis Lager, Tecate and Sol.Beers of Mexico will be supported by seasonally relevant cross-merchandising offers (where legal) revolving around Cinco de Mayo and other occasions. Channel-specific initiatives include IRCs (instant redeemable coupons) and MIRs (mail in rebates). Custom POS and a 10-case cross-merchandising stacker will provide shoppers with convenient, one-stop shopping and give retailers handy, out-of-section merchandising solutions. Ryan Thompson, brand director for Dos Equis, Heineken USA, says Beers of Mexico satisfies consumers’ growing interest in Mexican brews. According to Nielsen, variety packs have more than doubled retailer profits over the last five years, with Beers of Mexico growing three times faster than the variety pack segment and faster than any other Top 10 Variety Pack on the market.The Beers of Mexico program runs February through July 2015.

  • Wells Fargo

N5L2uOTF_400x400According to a recent Wells Fargo & Company survey (PDF)*, 78 % of Americans want to learn more about money management with 53% of respondents specifically wanting to learn more about credit. To help fulfill this need, the company today announced the launch of Path to Good Credit, a series of interactive websites that offer consumers information about building and improving their credit. Path to Good Credit allows consumers to navigate through quizzes, videos, tips, and infographics that illustrate how good credit can help them succeed financially.The new Path to Good Credit websites are free and offer:Interactive videos, tips, infographics and quizzes, in English and Spanish, that allow consumers to test their knowledge and learn ways to build and rebuild their credit.User-friendly content available via mobile devices for on-the-go lifestyles.Key topics and tips on how to build and rebuild credit, like making minimum payments on time for every account and the importance of reviewing their credit report regularly to check for any incorrect information.Clarity on common misconceptions about rebuilding credit, including the need to keep using credit even if a person has had credit trouble in the past.The new sites join an existing Path to Good Credit site, launched in late 2014, that was designed to help millennials understand credit.

  • ADT-Doner

descarga (2)In June, chief marketing officer Jerri DeVard moved ADT’s creative business back to Doner after only eight months with Arnold. Now Doner’s first work for the security mammoth has been released, featuring actor Ving Rhames as the brand’s first spokesman. The new campaign, which has three spots so far, leans on Rhames’ tough-guy image seen in films like the Mission Impossible series and Pulp Fiction. One spot in particular shows Rhames guarding a home in all sorts of weather conditions. The ads’ messaging also focuses on the technological advances that the Boca Raton, Fla.-based brand has made. The 140-year-old security brand had a 16-year relationship with Doner as its lead creative shop before moving to Arnold.ADT’s annual media spending is estimated at US$75 million.Below, one of the spots:


  • Spotify

9jWq0noU_reasonably_smallSpotify has hired Dentsu Aegis digital shop 360i to handle its entire U.S. media account, including planning and buying.The music-streaming service is shifting the business from incumbent Starcom, owned by Publicis Groupe. However, Starcom will continue to support buying in France and the U.K. The move goes along with a digital-oriented strategy for the popular music site.Spotify spent under US$10 million on domestic measured media in 2013, according to Kantar Media.media clients include the entire media account for Pernod Ricard.

  •  Hard Rock

F3IbyfA-_reasonably_smallHard Rock International has selected New York-based agency The Fearless Group as its media-buying agency of record for 2015.The Fearless Group will provide strategic analysis and implement advertising buys in the digital and mobile media space for the brand, including both its cafe and hotel businesses.Hard Rock spent about us$19 million on ads in 2013 and approximately US$13.3 million in the first nine months of 2014, according to Kantar. Hard Rock International operates 198 venues in 63 countries, including 152 cafes, 21 hotels and 10 casinos.The addition of The Fearless Group rounds out an agency team that includes The Zimmerman Agency, which handles global public relations efforts for the Hard Rock Hotel and Casinos and Coyne PR, which handles global public relations efforts for the brand and Hard Rock Cafes.

  •  Chrysler

u9dltiHF_400x400Automotive giant Chrysler has begun a digital agency review.In May 2010,the company named Sapient Corp.’s SapientNitro its digital agency of record, overseeing interactive duties for Chrysler, Dodge, Ram Truck and Jeep. The scope at the time included services such as interactive experiences, online advertising and site design and development, in addition to support for international websites, Chrysler corporate content and dealer initiatives.Sapient was acquired by agency holding company Publicis Groupe earlier this month, creating a Publicis.Sapient network overseeing other Publicis digital agencies. The network will defend the business.London-based Fiat Chrysler Automobiles, or FCA, owns Ram Truck, Dodge, Chrysler, Jeep and Fiat brands. It took shape in January 2014 after Fiat S.p.A., the automaker based in Turin, Italy, acquired 100% ownership of Michigan-based Chrysler Group. In regulatory filings, it said it spent US$2.79 billion, or 3.86% of worldwide net revenue, on global advertising in 2013.In the U.S., the Chrysler includes Chrysler, Dodge, Jeep and Ram. The company spent US$1.97 billion on total U.S. advertising in 2013, according to the Ad Age DataCenter’s last full year of available spending data. The company has also appointed independent shop Ignite to support social.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

Join us at PORTADA Mexico!


Our Third Quarter 2014 (Issue 55, Year 12) in Digital Magazine Format! Download it at the bottom of this page.

  • ARE YOU READY FOR DEVICE AGNOSTIC MARKETING? Consumers have gone multiscreen for years now. But are corporate marketing departments and media buying units ready? As importantly, do they have accurate data about cross-device usage and engagement?
  • MARKETER INTERVIEW: OLIVIER FRANCOIS, CMO, CHRYSLER: Chrysler’s Chief Marketer notes that his brands Jeep, Dodge, Ram Trucks and Fiat each have a strong presence among Hispanics and represent significant sales opportunities in key segments.
  • NEWS AND TRENDS: Multicultural and media planning firms fine-tune their offerings: NuvoTV buys Fuse, expands distribution network: Kraft’s programmatic push includes Hispanic: Quad buys Brown Printing …and more.
  • SOUNDING OFF: The gist of Thought Leadership Columns by
 Joe Kutchera, Mike Caprio and Ronald Bautista.
  • RESEARCH: Mobile Media: Google leads in combined browser and app audiences while Facebook has the most visited app.
  • OUR VIEW: Content Marketing, a boon for Hispanic advertising agencies.

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!

  • Old Navy

X6lzjlpg_400x400Old Navy Chief Marketing Officer is trying to move efforts away from TV and focus on digital videos and social media, particularly to reach younger millennials.The clothing retailer has released an online music video for an original song called “Unlimited,” which portrays the anxieties of the first day of school. The online video aims to work up Old Navy’s success with a recent series of TV spots starring Amy Poehler. For the video, Old Navy selected online distribution platform AwesomenessTV. The video features artists on the platform producing original content around it. CAA Marketing also worked on the anthem, available on iTunes. “back-to-school” campaign includes in-store, digital and social. TV ads featuring Ms. Poehler were handled by Chandelier Creative. Here is  “Unlimited” video:


  • P&G

descargaProcter & Gamble Co. is planning to merge or discontinue more than half its brands (between 90-100) and focus on its top 70-80 brands. Although it may seem as a drastic attempt, it is actually a major strategy shift to speed up the packaged goods giant’s growth. Those top brands have accounted for 90% of company US $83 billion annual sales and 95% of profits over the past three years. The others combined have brought in less than US $100 million in sales annually. This will most probably result in some cutbacks in advertising as well, either consolidating or eliminating some of the agencies that handle those brands. P&G didn’t mention the brands it will shut down.


  • South Hill Designs

images (1)South Hill Designs, a “party-plan” direct sales jewelry company, will target the Hispanic market with a comprehensive Spanish-language marketing initiative. The company will provide a Spanish-language web sites, sales literature and training for its distributors. A newly appointed regional sales director, Sandra Fuentes-Clark, will head this part of the operation. South Hill Designs anticipates there will be at least 10,000 Artists selling products coast to coast by the end of the year.The company uses advanced software to manage its supply chain and pays Artists weekly (rather than the usual cycle of four to six weeks).


  • JOHNSON’S® Baby

PEyiY0TZ_400x400JOHNSON’S® Baby has launched a new campaign called Your Promise is Our Promise, to target millennial moms through Facebook, YouTube and in print. Just as moms make promises to their children, JOHNSON’S® Baby has promised to remove controversial ingredients from its products and illustrated through more than 40 online videos . Light of Day Productions developed the campaign, J3 is doing the media planning and buying and Crowd Tap is handling the social elements.A Spanish version of the video will be available next week.This marks the beginning of what will continue to be more digital content coming from the brand.Here is “Our Promise” video :



  • Kimberly-Clark’s 

Twitter_Profile_Pic_400x400Kimberly-Clark’s has rolled out a new campaign aimed at consumers under 50 , to reduce the stigma of the incontinence products by showing that incontinence is common and affects younger people more than many people realize. The campaign was developed by Ogilvy & Mather.It includes commercials, print ads, billboards and a special website. Kimberly-Clark’s mission is to “restore dignity” in people with incontinence.


  • Blue Moon Brewing Co.

descarga (1)Blue Moon Brewing Company is introducing Blue Moon Cinnamon Horchata Ale. Crafted with cinnamon, Belgian dark candy sugar and long-grain rice, ale is inspired by the traditional and popular Latin American drink known as Horchata.Ale was created by Keith Villa, founder and head brewmaster at Blue Moon Brewing Company. Villa was inspired by his Mexican heritage to create the unfiltered ale that delivers a clean cinnamon flavor.


  • Chrysler 

imagesChrysler is moving its social business to its traditional media agency group IPG Mediabrands. Mediabrands Publishing will now handle the social account for eight Chrysler Group brands. IPG agency UM has handled Chrysler media buying and planning since 2009.


  • Budweiser 

descarga (2)Budweiser’s 2014 launches the new global campaign “Made For Music” featuring Jay Z and Rihanna as well as a six-part series chronicling the brand’s search for undiscovered talent. The campaign ,which will run in more than 85 countries, includes OOH, print, packaging and content available on budweisermusic.com.The series, produced by Noisey, VICE’s music channel, Budweiser and Alex Da Kid, will follow Jamie N Commons, a British folk musician and Brooklyn-based four-piece band, X Ambassadors, as they hit the streets and subways of London, Rio de Janeiro, New York and Philadelphia to find unsung geniuses of global music. The series trailer is available now at www.budweisermusic.com. Further episodes will be available in the coming weeks: London on Aug. 4, New York on Aug. 12, Philadelphia on Aug. 19 and Rio on Aug. 26.


  • Guinness

descarga (3)Beginning in September, Guiness will  market under the Guinness megabrand, a series of different beers brewed in the U.S. The first new brew will be called Guinness Blonde American Lager and will be promoted via a national TV campaign. It has already been teased in a Playboy print ad.


CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 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!

Social Media and its integration with digital and off-line marketing continues to be one of the main opportunities and challenges for marketers. In fact, Social Media Marketing is changing the way major brands advertise. Portada talked to the CMO’s of Chrysler and Wells Fargo and asked them how they go about it.  How can America’s largest companies have a spontaneous voice in the midst of corporate bureaucracy? Is there really a need for their brands to be always on? What Wells Fargo, CMO, Jamie Moldafsky and Chrysler CMO Olivier François have to say. (Both executives will be speaking at AHAA’s upcoming Annual Conference next week).

Jamie Moldafsky
Jamie Moldafsky, CMO, Wells Fargo

Wells Fargo has invested substantially to set up its Social Media Marketing unit. Wells Fargo’s CMO Jamie Moldafsky, tells Portada that the financial services company has  “made a significant investment in social media marketing over the past 5 years. Since then the social media team has helped us listen to and evaluate the voice of the customer very quickly and effectively.” “In the past 18 months we established new policies and processes, engaged partners and people, and launched new platforms to move from social test/learn to having a robust social business. We have a hub and spoke model where an enterprise team develops the capabilities, accelerants and guardrails for the company to follow.”

Wells Fargo has a team of more than 75 social practitioners that meet regularly across all of our businesses to build and support our social media content and programs.

Moldafsky adds that “in 2013, we significantly increased engagement, fans and followers and have seen improvements in sentiment by integrating and moving toward a socially engaged business. We’re excited about the engagement we’ve experienced so far.”  We have a terrific team of more than 75 social practitioners that meet regularly across all of our businesses to build and support our social media content and programs. Social media also allows us to spread our marketing messages very quickly and effectively, particularly when integrated into our marketing campaigns. When our millions of fans tell their friends that they like our vehicles, that helps change perception more than anything else.”

In a different sector, automotive, Chrysler also is putting a substantial amount of resources into social media.”At Chrysler Group, we know that our brands and each nameplate appeal to different people for different reasons, and our social media strategy is a reflection of that. We have the ability to talk to people of different ethnicities, but also different life stages, different interests and we use social media to listen to and have conversations with them. The brand voice and tone in social media is consistent with our other marketing channels,” says Chrysler CMO Olivier Francois.

Do Brands have to be always on?

Is there really a need for brands to be always on? How do Chrysler and Wells Fargo answer this question?”The real time feedback is very insightful. We feel that we need to be where our consumers are whenever they need us. As such, we moderate social conversations 24/7, through established social media command centers on both coasts (Charlotte and San Francisco) and a small team presence in Asia,” says Wells Fargo’s Moldafsky. She points out that as , Wells Fargo continues to increase its speed to market, responsiveness and relevance in the market, “we will continue building out relevant capabilities to meet our customers in the channels they prefer.”

You may have seen how quickly our Ram social media team moved when Jimmy Fallon said he was shopping for a new truck on The Tonight Show.
Olivier François
Olivier François, CMO, Chrysler

Should a brand like  Chrysler be “always on”?   “Social media is always on, and it certainly doesn’t stay contained to work hours,” says Chrysler’s François.  As an example he cites the Ram social media team:”You may have seen how quickly our Ram social media team moved when Jimmy Fallon said he was shopping for a new truck on “The Tonight Show” a few weeks ago.  Via Twitter, Ford and GM suggested he look at their vehicles. Ram did the same thing, but took it a step further by Tweeting a challenge, bringing a Ram truck to his studio to test drive, collaborated with key brand partners to help spread the word with a unique hashtag, and ultimately getting an on-air mention. Speed and flexibility are key in leveraging real-time opportunities. But François also cautions that there is a need to be selective when it comes to directing social media resources: “Brands still need to be strategic on how they allocate their resources. Being on 24/7 to cover every social property is a huge investment in resources. Brands need to be strategic in how to provide the most coverage and make the most impact.”

Wells Fargo’s Jamie Moldafsky and Chrysler’s Olivier Francois will be speaking at AHAA’s upcoming Annual Conference in Miami’s Eden Roc Hotel  on April 28-30th, 2014.


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. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com

  • Chevrolet

la-cueva-de-la-fieraTelemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. The first-ever reality digital exclusive series produced by Deportes Telemundo,is supported by a 360° degree promotional campaign.The weekly episodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon. On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.Viewers will be shown challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team. Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera.”

  • Novo Nordisk

prime accessNew York-based Prime Access has been appointed agency of record for the US Hispanic market for Novo Nordisk, a global health company focused on diabetes care. The agency will be in charge of branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. It will also lead strategic development of Novo Nordisk’s diabetes franchise across other US multicultural markets.Both firms aim helping to improve diabetes prevention, care, and control for Hispanic health care consumers by addressing the psychosocial cultural aspects of the disease.

  • Electronic Arts

eaWK Media will no longer handle Electronic Arts media business. The agency had been holding the company´s media business since 2005.Now Electronic Arts is in search for an agency. Resources International in Santa Monica, Calif. is managing the search expected to be finished in March, Adweek reports.. A’s relationships with its creative agencies and MediaCom, its media shop in overseas markets, remain in place. The company´s game titles include Madden NFL, The Sims, FIFA Soccer, Need for Speed and Battlefield.


  • Nationwide

ntwideNationwide is launching this month a new TV Spot in which a leather-clad insurance pitchwoman is sneaking into a new dwelling: an apartment. The new ad, which will debut Thursday, was made by McKinney, Durham, N.C. Nationwide intends to transmit the company’s shift for the insurer as it puts more emphasis on selling renter’s insurance in addition to home insurance. The company´s goal is to sign up more young-adult customers who continue to delay home-buying in favor of renting and who are still truly not covered.However, while Nationwide is targeting renters, the insurer wanted the ad to also resonate for potential homeowners-insurance customers.The lead character, played by country singer Jana Kramer, replaces fire-damaged appliances like a toaster and coffee maker with new versions. As opposed to last year´s ad, the spot, which will get heavy play during March Madness, is set in an urban apartment rather than a home.

Here is the ad:

[youtube https://www.youtube.com/watch?v=V5dhEala7xs&w=560&h=315]


  • MilleCoors

millercoorsAOL has signed a native ad pact with MillerCoors, which is worth about US $5 million, according to what industry sources have told Mediapost. Through this deal, audience data will be fielded from both social media channels and proprietary data from AOL Advertising, according to AOL Advertising’s CMO Erika Nardini. AOL has agreed to produce about 350 pieces of original content — including 100 videos -before the end of the year. At Miller’s request, each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale.The editorial content series, “Brew Pub Newsroom,” will extend to AOL properties including Huffington Post, Huff Post Live and the male-focused Mandatory.com.Among other integrations, Miller Lite is sponsoring a segment on HuffPost Live titled “Huff Bros Live,” which will feature millennial men and their thoughts on dating, sports and pop culture.

  • Ashley Furniture

ashley fAshley Furniture is looking for a new creative and media agency. The Wisconsin-based chain’s search is in the early stages and the retailer is offering up US$ 50 million of its annual media spending, according to what sources have told Adweek. Pile + Co., a Boston-based consulting firm, is managing the review.Zimmerman, a unit of Omnicom Group and Ashley Furniture´s current agency, has been working as its´ creative and media shop since April 2009.The agency intends to participate in the review process.

  •  Trulia

truliaTrulia has launched its first national campaign called ´The Moment of Trulia´, in an attempt to draw the attention of home buyers, sellers, and renters to the online marketplace. According to Mediapost, US $45 million were invested in this campaign, which targets women ages 25 to 44. It will run across TV, radio, outdoor, online and mobile. The company´s goal is to get home buyers and sellers to download Trulia’s mobile app.

The campaign was created by FCB San Francisco with media strategy and planning by Initiative Media .It kicks off with “Look,” an ad showing a couple’s journey to find a home and how Trulia turns a moment of confusion into clarity:

[youtube https://www.youtube.com/watch?v=eJCP3oNvSpM&w=560&h=315]
  • AT&T,State Farm®, Kohl’s, Chrysler , Universal Orlando Resort

lavozkidsTelemundo Media announced a 360° degree sponsorship initiative in support of season two of Telemundo’s singing competition “La Voz Kids,” which premiered this Sunday on Telemundo. AT&T, State Farm, Kohl’s Department Stores, Chrysler and Universal Orlando Resort have been secured as Telemundo’s advertising partners for its’ reality program.“La Voz Kids” follows the journey of young Hispanic contestants aged seven and fifteen years of age on their road to stardom, beginning with Blind Auditions and followed by the Battle Rounds as celebrity music coaches Natalia Jimenez, Prince Royce and Roberto Tapia develop them as music stars of the future.

attAT&T returns as the official wireless and voting sponsor that will present a US $50,000 prize in support of Winner’s education. The brand will sponsor a branded Friends and Family Room throughout the first six episodes and will offer fans informative and entertaining custom video content featuring Roberto Tapia and “La Voz Kids” season one winner, Paola Guanche. AT&T integrations will feature devices from the Friends & Family Room with show hosts Daisy Fuentes and Jorge Bernal during various moments within the first six episodes of the Blind Auditions and again when featuring the “La Voz Kids” Digital Reporter, Paola Pedroza, on the AT&T section of www.telemundo.com. Its’ sponsorship also extends to zeebox with the following features: Spot Sync, numerous custom zeetags for each show, sponsored content driving to the “La Voz Kids” homepage and sponsored polling and voting within the platform.

statefarmState Farm ,the insurance sponsor for “La Voz Kids,” will bring its “Get to a Better State” messaging to life featuring thematic integrations, branded out-of-show content and a branded video channel. From two branded lounges, one during the battle rounds and one during the final stage of the competition, the brand will offer viewers a different perspective of the action within the show. A State Farm branded video channel will host the on-air interviews as well as digital interviews and content on the best coaching advice contestants have received during their time on the show. In addition, blind auditions´ content will be shared on State Farm’s Latino Facebook page. Prior to the announcement of the season two winner of “La Voz Kids,” State Farm will bring viewers a custom recap featuring the most inspiring highlights from the season. The brand will also sponsor some airings of “Quiero Tu Voz,” a daily highlight on the competition, as well as promotional segments in the daily newsmagazine show “Al Rojo Vivo.”

kohl´sKohl’s will feature a broadcast and online content series with host Daisy Fuentes, titled “Ritmo En Moda.” During the Blind Audition and Live Performance episodes, viewers will be able to visit the La Voz Kids Style Clubhouse, where Daisy Fuentes and show’s stylist will discuss the looks and trends from the show featuring Kohl’s apparel and home décor items. A custom Kohl’s hub on Telemundo digital platforms will host extended versions of the content and a “Shop the Look” photo gallery.

chryslerChrysler, the auto partner for “La Voz Kids,” will unveil the 2015 Chrysler 200 through broadcast and online integrations that provide viewers with a detailed look into the contestant’s “journeys” and moments during Battles and Live Performances featuring “La Voz Kids” hosts Daisy Fuentes and Jorge Bernal.

uorUniversal Orlando Resort will be “La Voz Kids,” new home .In addition, it will build the momentum leading in to the new season with weekly “Watch & Win” tune-in promos reminding viewers about upcoming episodes and to participate in the “La Voz Kids Question of the Week” to win weekly prizes or the grand prize: a trip to Universal Orlando Resort and its two theme parks, Universal Studios Florida and Universal’s Islands of Adventure. As part of their prize package, the season two winner of “La Voz Kids” will receive a four day, three night family vacation for four to Universal Orlando Resort.



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Car manufacturers have come back strongly as major marketers over the last few years. They have also been increasingly focusing on the Hispanic consumer (e.g. see Chevy’s Silverado). This is definitely also the case of Chrysler according to its CMO Olivier François. François, born in Paris (France) is also the CMO of Chrysler owned Fiat S.p.A. Portada  interviewed François, a speaker at  AHAA’s upcoming Annual Conference.

Olivier FrançoisFrançois tells Portada that what is great about his brands – Chrysler, Jeep, Dodge, Ram Trucks and Fiat – is that “they each have a strong presence among Hispanics and represent significant sales opportunities in key segments.” Chrysler Group has specific multicultural marketing strategies for each brand and its individual vehicle nameplates. “We align these goals and objectives with each individual brand team, and then tailor our multicultural marketing and advertising campaigns to communicate with the target consumers for each brand or nameplate,” François adds. François points out that “one in three people in the U.S. today are multicultural and many of the largest U.S. cities today are already majority multicultural.” The challenge, according to Chrysler’s CMO, is to “continue to understand the lens through which consumers see brands and integrate cultural values and insights in our messages to connect emotionally.”

Hispanic Campaigns for Chrysler …

François highlights recent examples of Hispanic market campaigns  including Ram truck’s partnership with Juanes. “We launched a multi-phase Spanish-language campaign in November 2013, continuing with the “A Todo,, Con Todo” theme, and the final spot in the series “La Luz” (The Light) centered on Juanes and his road crew as they prepared the stage for his concert shows.” Interestingly François adds that  “the large pickup is the 3rd biggest segment among U.S. Latinos and the top truck markets in the United States have large multicultural populations.” (Major Hispanic markets also guide Chevy’s Silverado advertising campaigns: according to our recent interview with Maria Rohrer Director of Marketing and Strategy for Chevrolet Trucks.)

Fiat has a legacy in Latin America and Latinos are 27% more likely to purchase small cars versus the total U.S. population.

François says that Chrysler is targeting Millenials for the Dodge Dart brand:“We’ve developed ads both in Spanish and English appealing to the young Millennial consumers while avoiding trans-creations. The most recent campaign with Pitbull, launched in 2013, included television, digital and print elements.” For the Jeep brand, a 2013 Jeep Grand Cherokee ad is featuring the poem in Spanish “Caminante” by Antonio Machado targeted to Hispanics. In addition, François notes that  “last  year we created an ad set in New Orleans illustrating stories of effort towards greatness in an authentic and meaningful way targeted for African-Americans.”

 and Fiat brands.

François  is also CMO of Chrysler owned CMO for  Fiat S.p.A, which in 2011  returned to the United States  after an absence of nearly three decades. The marketer asserts that Fiat has a strong legacy in Latin America which can positively impact the automakers brand perception among U.S. Hispanics: “Latinos are also a long-term sales opportunity for the Fiat brand. Fiat has a legacy in Latin America and Latinos are 27% more likely to purchase small cars versus the total U.S. population.” “Our Fiat campaigns with J-Lo and Charlie Sheen definitely put Fiat on the map and bought us in 18 months the awareness that it took other auto companies five to seven years to achieve. J-Lo’s endorsement, which was seen by some as a risk, grew Fiat’s brand awareness from 8% to 49% almost overnight. And Charlie Sheen, notorious in his own right, was the right pat the right time to put the spotlight on the sporty Abarth model. Today the top four Fiat markets in the United States are also top Hispanic markets, building off this momentum is critical.”

François will be one of the main speakers at AHAA’s upcoming Annual Conference “Thinking under the Influence” which will take place in Miami’s Eden Rock Hotel on April. 28-30.

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