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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 Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Ancestry.com

Family history and consumer genomics tool Ancestry.com has appointed Droga5 New York as its lead creative agency after a review. Omnicom’s OMD, which was appointed Ancestry’s media agency in April, will not be affected.According to Kantar Media, the company spent approximately US$109 million on measured media in the U.S. last year, up from around US$85.5 million in 2015, and a little over US$32 million in the first quarter of 2017.

 

  • Liberty Mutual

Insurance company Liberty Mutual is carrying out its first creative agency RFP in more than three years to expand its marketing efforts in the United States. Havas New York, which has been incumbent on the account since 2013, will compete for this additional work. Hill Holliday was both media and creative agency of record for Liberty Mutual from 2005 to 2012. Following a review, the company split its business between the IPG network on B2B and Olympics-related work, Havas New York on B2C creative and Publicis Groupe’s Optimedia (now known as Blue 449) on media planning and buying.According to Kantar Media, Liberty Mutual spent just over US$400 million on measured media in the U.S. in 2016.

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!

  • Miller Lite

Light Beer Miller Lite is celebrating Dads with Miller Lite & Taco Sampling Experience.This summer, Miller Lite honors dads with its annual Miller Lite Father’s Day Taquiza, a special event that brings family together over great tasting beer and tacos. After serving more than 3,000 dads over the past four years, Miller Lite continues the celebration in San Antonio and, for the first time ever, is bringing the experience to Chicago. The event will take place on Sunday, June 18, these events will feature complimentary, local tacos paired with the great taste of Miller Lite. Miller Lite’s Father’s Day Taquiza events are open to anyone 21 and over, with a valid photo ID.

 

 

 

 

  • Renew Life

IPG’s FCB Chicago has been appointed AOR for Clorox’s dietary health brand Renew Life. Renew Life was acquired by Clorox for US$295 million last year as part of its strategy to accelerate growth.

 

 

 

 

 

  • Dentsu Aegis Network

Dentsu Aegis Network has rebranded Dentsu Media as dentsu X, an integrated agency network combining communication, media planning, content creation, technology, data and behavioural insight.The new agency was conceptualised around the idea that personalised and relevant experiences are key for brands to attract customers.dentsu X will roll out in key markets in Europe, Middle East and Africa within this year, with subsequent expansion into the US.Takaki Hibino, will continue as the global brand president of dentsu X.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

 

The  latest news in (Hispanic) Sports Marketing. Clorox to sponsor U.S. and Mexican National Teams. ESPN reigns in digital audience rankings, MLS buys Chivas USA and will rebrand it, TheSporting Nation partners with Askmen.com.

Do you want to become a Soccer Marketing Expert? DOWNLOAD Portada’s 2014 Soccer Marketing Guide (free registration required)!

Clorox inks SUM Deal

Sports MarketingThe Clorox Company reached an agreement with Soccer United Marketing (SUM), the commercial arm of Major League Soccer (MLS), making it an official partner of the U.S. Soccer Federation and the Federacion Mexicana de Futbol (FMF – also known as the Mexican National Team). Under the terms of the agreement with SUM, Clorox will support the U.S. Men’s and Women’s National Teams through sales and marketing efforts highlighting the company’s Clorox, Kingsford, Hidden Valley and Glad brands. It will support the Mexican Men’s Team in the United States through similar efforts involving the Clorox, Kingsford and Glad brands.”Our company’s affiliation with the sport of soccer is a natural fit for us because we share a strong appeal among families,” says Benno Dorer, executive vice president and chief operating officer – Cleaning, International and Corporate Strategy. “With soccer’s legions of followers from around the world —myself included — we hope this partnership will enable us to build awareness of our brands with the sport’s hugely loyal, enthusiastic and diverse fan base.”The partnership involves sales and marketing efforts along with in-store support from major retailers. Activities under way this year include TV ads for Kingsford charcoal and Glad trash bags; custom packaging; a consumer sweepstakes for a chance to win up to $25,000; and in-store ads, coupon offers and messaging at point of sale.”Ahead of this year’s events in Brazil, there has never been a better time to align with the sport of soccer,” says David Wright, senior vice president of global sponsorship for Soccer United Marketing. “We’re excited that the family of Clorox products is now a member of our soccer family.”

 

ESPN, the most widely trafficked U.S. sport site in January

ESPN held the top spot of the most trafficked sport site in January 2014 for the fifth month in a row. It will be interesting to see if it can hold that position in February (Fox had the exclusive for the streaming of the Superbowl which took place in February). ESPN digital properties include  ESPN.com, WatchESPN and the SportsCenter app. ESPN captured 32% of the sports category and 41.3 million fans used ESPN mobile properties. With an audience of more than 115 million unique users ESPN, almost tripled the audience of the next contender: Yahoo-Sports-NBC-Sport Network.  Bleacher Report/Turner Sport Network came in third with an audience of more than 34 million uniques. In terms of minutes per visit ESPN also topped the list with 83 minutes per user followed by Cinesport with 55 minutes (see table below).

Rank

Average minute audience

Share of category audience

Total unique visitor(000)

Minutes per user

Sport Category

361,422

100.0%

173,450

93.0

1

ESPN

115,284

31.9%

62,007

83.0

2

Yahoo Sports-NBC Sports Network

44,347

12.3%

57,890

34.2

3

Bleacher Report-Turner Sports Network

34,662

9.6%

47,418

32.6

4

NFL Internet Group

31,893

8.8%

39,268

36.3

5

Sporting News Media/Perform Sports

29,856

8.3%

29,430

45.3

6

FOXSports.com on MSN

21,913

6.1%

46,807

20.9

7

CBS Sports

17,443

4.8%

30,917

25.2

8

USA Today Sports Media Group

15,125

4.2%

41,593

16.2

9

CineSport

9,744

2.7%

7,890

55.1

10

MLB

8,597

2.4%

11,091

34.6

Source: ESPN Research & Analytics.Analysis of comScore multi-platform(US)data(persons +18),January 2014.

MLS buys Chivas USA and will rebrand team, Rodriguez new president

Major League Soccer has purchased Chivas USA, its worst-performing franchise, from owners Jorge Vergara and Angelica Fuentes. MLS will operate the club for now, with an eye on selling the team in coming months to an ownership group that will keep it in the Los Angeles area. The team’s name will remain Chivas USA through the 2014 season, and will be rebranded for 2015. “We will continue to ramp up discussions that we have been having for a number of months with some investors,” Don Garber, Commissioner of Major League Soccer and CEO of SUM, said during a conference call with reporters last Thursday, though he did not immediately clarify just who those investors are. In addition, MLS  announced that Nelson Rodriguez  has been appointed president of Chivas USA, effective immediately. Rodríguez will oversee all aspects of Chivas USA’s business and sporting operations while MLS continues its search for a new ownership group.

TheSportingNation partners with Askmen.com

The SportingNation.com ,a digital sports property targeting the bicultural Hispanic, recently started to contribute  sports content to the Latino-focused site Hermanos, part of the Askmen.com network.  The SportingNation aims to  tell great stories from across all of the major professional sports and spotlight the contributions, achievements and awesomeness of Latino athletes. In addition, the Los Angeles based digital media property founded by Robert Rodriguez intends to provide opportunities for Latino sports journalists looking to find their way in the ultra-competitive sports industry.

Do you want to become a Soccer Marketing Expert? DOWNLOAD Portada’s 2014 Soccer Marketing Guide (free registration required)!

In today’s article of our CONTENT MARKETING  series presented by Skyword, we examine how three major companies, two major CPG’s (P&G and Clorox) and one Beverage Company (Tampico)  target the Hispanic demographic via Content Marketing activities. In all cases the content marketing effort in owned media properties (websites and social media) is complemented with paid, mostly but not only, digital media advertising. In addition, these marketers put a lot of emphasis in having multiple touch points with the consumer (e.g. desktop, mobile, social media and in-store).

1. P&G´s Orgullosa Programm

John Sandoval Senior Multicultural Marketing Manager at Procter&Gamble
John Sandoval, Senior Multicultural Marketing Manager, Procter & Gamble

Late in 2012 P&G announced a marketing investment in non-traditional media. As John Sandoval Senior Multicultural Marketing Manager at Procter&Gamble told Portada at the time: “We are starting to significantly invest in non-traditional media to respond to “ethnic consumer media usage trends when and where they are receptive.”

The cornerstone of P&G’s content marketing initiative is the Orgullosa program. Orgullosa  targets bicultural Hispanic woman between their early twenties and their late forties. John Sandoval, heads the Orgullosa initiative and leads Procter & Gamble’s Multicultural Center of Expertise.

Orgullosa is all about celebrating the inspiration and the pride of Latina women.

In addition to the website, other Orgullosa digital properties include Facebook (www.facebook.com/Orgullosa), Twitter (www.Twitter.com/Orgullosa), and YouTube (www.YouTube.com/MiOrgullosa). These are all  engagement points that surround Orgullosa’s different activities, such as the Board of Faldas announcements, and the P&G Orgullosa “Skirts Only” Fashion Show which celebrated” mujeres con la falda bien puesta.”

“This is something that was developed from the ground up with specific  consumer insights about the bicultural spectrum and targeting the Bicultural Latina,” says Sandoval.  “Right now the language used to connect  with the bicultural Latina is Spanish. There will be an English-Spanish toggle.  Even if we are targeting the bicultural Latina, even if she can speak English, we know that we want to provide her with the relevant topics interest areas in Spanish. We use language as a tactic, not a strategy.”

How it is produced…

orgullosaOrgullosa is produced in-house by P&G, with the support of a wide array of P&G brands . “We have lots of P&G brands behind us,” says Sandoval.

It is just as simple as looking to our brands and see what have you done on your website, translate and develop a more relevant tone.

P&G also draws from the expertise of copy writers across agencies to develop content. Agencies  include Fleishman Hillard (PR), Citizen Relations (PR), Starcom (Media) and Dieste (Creative). Most importantly, a substantial part of the content is produced by the community itself (posts, polls) and a blogger network as well as the Orgullosa Board. Board of  Faldas, or Board  of Skirts, members provide content ideas.   Board of Faldas members includes lifestyle expert Evette Rios; international motivational speaker, Maria Marin; and entrepreneur and chocolatier, Maribel Lieberman. Belinda C. Voice, Editor and P&G Community Manager coordinates contributions. Social media is also  pushed via a partnership and integration with the Despierta America show (Univision).

As Sandoval puts it, “Orgullosa is about authentic content and authentic conversations. It is integrated and seamless.” The mostly digital content marketing driven orgullosa platform has also a real life extension through the “Entre nosotras” parties where P&G Hispanic women consumer gather to party.

…and promoted via paid media

In addition to owned and earned media , Orgullosa is also promoted through media buys. “We are investing more in digital including mobile for both Hispanic and General Market as we continue to follow the media habits of the consumer.  By brand, the role of digital in the marketing mix varies, but we are continuously seeking the best ways to interact with consumers in social media, online, in-store and across touch points,” Sandoval notes. Orgullosa has also been promoted via ads in Top-Spanish-language magazine buys.

 

2. Clorox’s Always on Principle

cloroxIn an earnings call two weeks ago Benno Dorer,  Clorox’s EVP  and COO of Cleaning, International & Corporate Strategy, said that a key principle enabling the company’s success is the “Always on Principle” which is applied through digital technology.

The  principle that we’re pursuing here is called Always On.

According to Dorer, “wherever the consumer is on her shopping path, we are going to be there with dedicated engagement managers.” “So if she’s looking for Disinfecting Wipes, so searching Disinfecting Wipes on babycenter.com, we have an opportunity to deliver a custom ad. If she’s on Facebook chatting with friends or being exposed to a product on Facebook, we are there with her. We can send her, through Amazon.com, to buy our products. If she’s on a retailer app like Safeway, we can engage with her. Even in-store, we will engage with her. We are Always On. We’re always there with her. ”

Another insight that Dorer talked about is consumer fragmentation and how it applies to target the Hispanic demographic. “The world is getting more fragmented. So we’ve added Hispanic, and now we’re also adding millennials, ” he said.  Last year Clorox announced a Spanish-language marketing platform targeting Hispanics called Clorox Fragancia. to promote the following three product lines: Floors –  (Multipurpose Cleaner), Toilets & Bathrooms (Liquid Rim hanger), Aircare: Aerosols (Air fresheners).Dorer,  Dorer cited the Fraganzia program as an effort  that is expanding.

When targeting the  Hispanic consumer, as you can imagine, it is very important to have very tailored, very targeted marketing plans.

Dorer added that technology helps him reach the desired demographic: “With help from our partners at Google and together with our customer target, we designed a program that allows us to target consumers who live within 5 mile’s radius of a Hispanic-designated target store. And then if you live there, if you’re Hispanic and if you engage in content either on your favorite website or on a mobile app, we can send you an online coupon. So that’s geo-targeting and an example of our capabilities as they evolve with digital technology.”

 

3. Tampico’s Brand Engagement programm

tampicoBeverage Company Tampico has an active content marketing program targeting the Hispanic consumer . related to its Act-on-Impulse campaign.

According to Marta Gerdes, VP of Marketing at Tampico Beverages, the  “objective of the #Act-on-Impulse campaign is to continue Brand Engagement efforts with the Young Adult consumers.

” The campaign has a strong social media component which is all about real-time interactions.

According to Gerdes, the “brand’s relevance is increased  through multiple digital touch-points and key field marketing events that are relevant and “irresistible” to young adult consumers.

Our content marketing strategy centers on a combination of Brand, Curated and Promotional initiatives that tap into consumers’ habits and “impulsive” tendencies.

“We support the content marketing strategy with art cards that visually support the content, as well as we visually brand our Facebook wall.” ,  Gerdes says.

Tampico also activated an offline and online  national paid media campaign over the  last Summer until the end of September. POS (Point of Sales) media were  also bought “to maximize synergies as the impulsive acts are extended to many of the field marketing activities implemented throughout our core markets,” Gerdes notes.

This series of articles about “Content Marketing” is brought to you by Skyword. Skyword provides a wide range of services so that companies may connect with their audiences and generate a higher degree of engagement via top-quality contents for online search and social networking, currently the two main sources for content consumption.

Other articles of the CONTENT MARKETING SERIES:

CONTENT MARKETING: What do we mean when we talk about “content marketing”?

CONTENT MARKETING: Flying Through the Fog: A Marketer’s Guide to Navigating Search After Google Keywords Were Encrypted

CONTENT MARKETING: What we can learn from Iron Mountain, IBM and Autotrader

CONTENT MARKETING: Should Media Firms become Content Marketing Agencies?

CONTENT MARKETING: Spanish Language: What opportunities does it afford?

CONTENT MARKETING: How P&G, Clorox and Tampico engage Hispanic audiences

CONTENT MARKETING: How Pepsi’s “Cultural Fluency” concept translates into Content Marketing executions

 

Breaking Ads Mexico, presented by Portada and Media Economics Group, today analyzes a selection of Mexican digital campaigns active in  July. The advertising campaigns were tracked through Media Economics Group´s MexicoWebMonitor™. Below are digital campaigns from Disney, MasterCard and Clorox.

 

Disney

llanero

Advertiser: Walt Disney Company (The)

Campaign: “El Llanero Solitario” Movie

Language: Español

Description: Mexico campaign for Disney’s “Lone ranger” (“El Llanero Solitario”) movie opening in Mexico on July 18, 2013.

Sites: ElUniversal.com.mx, Record.com.mx, Yahoo! Mexico

Servers: mi.adinterax.com (Yahoo!), RealMediaDigital.com (24/7 Media), e-Planning.net

 

MasterCard

master

Advertiser: MasterCard International, Inc.

Campaign: “Priceless Cities Mexico”

Language: Español

Description:  Mexico campaign – part of the MasterCard Priceless Cities benefits program (dining, entertainment, sports, etc.)

Sites: CNNExpansion.com, Chilango.com, ElUniversal.com.mx, Quien.com, Reforma.com

Servers: creatives.GrupoReforma.com, mdn.net (DoubleClick), RealMediaDigital.com (24/7 Media)

 

 

Clorox

clorox

Advertiser: Clorox Company (The)

Campaign: Clorox “Power Gel”

Language: Spanish

Description: New Clorox “Power Gel” multi-surface cleaner + bleach.  Ads re-direct to MujeresClorox website

Sites: Terra.com.mx

Server: ds.serving-sys.com (MediaMind)

Source: Media Economics Group, MexicoWebMonitor™.  For more information please call: 1 (704) 841-2030.

Clorox just announced a major new marketing platform targeting the U.S. Hispanic market called Clorox Fragancia.  According to David Cardona, Multicultural Marketing Director at Clorox (photo), this is the first time a line of cleaning products is designed for and marketed exclusively to U.S. Hispanics.  “This is only the beginning we are truly and deeply committed to the Hispanic consumer for many years”, he says and adds that “Right now the focus is clearly Hispanic. There is a strong level of Level of commitment from top management and this will translate in an increase in ad-spend.”.

Portada interviewed Cardona to understand why and how Clorox intends to reach out to the Hispanic consumer. We also asked him about  the research Cloros has done to derive its current marketing strategy.

1. The C-Level Outlook: Multicultural as a Top Priority

In 2011 Clorox turned 100 years old. The company was founded in 1911. Clorox Top Leadership identified 4 Megatrends for its Centennial Strategy, the company’s strategy for the next 100 years.
Cardona tells Portada that these four megatrends are: “Health & Wellness, Affordability, Sustainability, and Multicultural.” Within multicultural, “right now the focus is clearly Hispanic. There is a strong level of commitment from top management and this will translate in an increase in ad-spend.”.

2. Research Insights: Hispanic Consumer Behavior

Research company TNS conducted a study in February 2011 about Hispanic consumption habits. TNS interviewed 600 Hispanic consumers. In addition, Clorox took a look at its Latin American subsidiaries to research about commonalities between Latin American and U.S. Hispanic consumers.

One of the main insights was that Hispanic consumers have a three step  approach to house care and cleaning: “Hispanic consumers clean, disinfect and aromatize.” In contrast,   general market  consumers, mostly do one step that is a combination of the three steps.  According to Cardona, “Hispanic consumers are much more involved in cleaning than non Hispanics. A low acculturated Hispanics cleans on an index basis 140 vs. non Hispanics.”

3. Research Insight: Use of Media and Advertising

Respondents were also asked about the preferred advertising medium that best communicates a new product.  According to Cardona, the results showed that TV remains the main way to perceive a brand. Online is increasing, while print, mostly magazines, and radio also play a significant role.

These insights have been taken into consideration when designing the media plan with the help of Clorox Hispanic agency OMD Latino. The one year plan started yesterday July 16 with TV spots on Univision  and Telemundo. Initially the main focus is being put on TV, radio, digital and in-store activation (coupons placed on top of products, stickers) as well as direct mail.
On the B2B site Clorox is emphasizing through PR outreach that innovation is driving product design and marketing towards the Hispanic consumer. Cardona notes that there has been “a lot of Hispanic innovation in food, apparel, services but very little as it relates to cleaning products.”

4. The Platform

How items are rated on a value and uniqueness standpoint.
“Clorox Fragancia is a scented platform”, Cardona notes. It comprehends three product lines:

Floors –  (Multipurpose Cleaner)

Toilets & Bathrooms (Liquid Rim hanger)

Aircare: Aerosols (Air fresheners)

The marketing and advertising campaign is done around the platform, not so much around each individual product.

5. The Language (Spanish)

Clorox Fragancia is clearly a Spanish-language platform. All advertising is in Spanish. A Spanish-language Facebook page promoting Clorox Fragancia will soon be introduced. And Spanish-language online media will be bought for that purpose.

However, product labels are bilingual. “All our labels are bilingual. With English on top and below in Spanish. Asked on whether Clorox intends to specifically target bilingual and English-dominant Latinos with English-language advertising, Cardona notes that “There is definitely an opportunity to expand into English, just not right now.”

Clorox is a top 45 advertiser in the U.S. Hispanic market (US $32 million in 2011, according to Kantar).

Clorox today introduces a new marketing and advertising campaign leveraging its new Clorox Fragancia Marketing Platform. The platform is an umbrella for Clorox products for the Floor, Toilets & Bathrooms and Air Care.  The campaign goes on air today on Telemundo and Univision. Other campaign elements include radio, digital, direct mail (coupons) and in-store activation.  Advertising is in Spanish.

The new platform and the new strategy are based on extensive research on the behavior of Hispanic consumers Clorox has conducted with the help of research company TNS. Media planning and buying has been done by Clorox’s agency OMD Latino while creative by Alma DDB. The direct mail portion of the campaign (solo mailers for the Clorox Fragancia platform) has been done in cooperation with retailers with the goal of driving traffic to the stores through coupons and high value discounts.

“This is only the beginning we are truly and deeply committed to the Hispanic consumer for many years”, David Cardona, Multi-Cultural Team Leader at Clorox, tells Portada (watch out for an in-depth Interview with Cardona tomorrow in our Tuesday‘s “Marketer Interview” regular feature).