Constellation Brands


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.

  • Constellation Brands

Constellation Brands is expanding its core Corona brand with new launches that appeal to a wider range of consumers and occasions – including the nationwide US rollout this month of premium alcohol-spiked refresher Corona Refresca. This month, it is rolling out the beverage across the US, in the existing guava lime and passionfruit lime 6 packs, alongside a new variety 12 pack with a new coconut lime flavor.It targets men aged over 35 who want to trade up their beer choice, and differentiates itself from Extra and Light as a low carb and low calorie variety suitable for ‘the mature, sophisticated consume’.In its second year, Constellation will increase the marketing investment for Premier, in both English and Spanish. TV advertising will air from March to October with a focus on sports, including with the US Open golf tournament, which it is sponsoring through at least 2021.Corona Premier will also launch additional packaging formats with 18 pack bottles to provide trade-up opportunities in larger format channels; as well as the national launch of Corona Premier Draft to boost on-premise sales. The Corona portfolio is brewed in Mexico by Constellation Brands and imported and marketed in the US by the company. It has been the top imported beer in the US for more than 20 years and the number five beer brand overall.Corona has been experimenting with Corona Refresca – a premium alcohol-spiked refresher – over the past year in three test markets.


  • TGI

Tire Group International L.L.C. (TGI) is adding UHP, SUV, SUV-UHP and M/T patterns to its Cosmo brand as it gears up to launch the brand to U.S. customers.The new lines will carry some rather unorthodox names — Sexy Beast UHP, Kitty Kat SUV UHP, Chubby Nubby M/T and El Jefe H/T SUV — thanks to market research TGI conducted that revealed that consumers are more apt to remember a brand if they connect with it on a personal level. The new product names play off the Cosmo brand’s Tiger logo/mascot.TGI launched Cosmo in 1994 initially as a bias-ply light truck tire brand and has marketed it predominantly to its Latin American/Caribbean customer base since while adding radial passenger, light truck, medium truck, etc. lines.The Miami-based wholesaler expanded the brand’s reach last year to Europe, and plans to market it throughout the U.S., according to Rick Wheeler, who was hired recently as vice president of national sales, a newly created position.TGI anticipates building the brand slowly but steadily in the U.S., Mr. Wheeler said, stressing the strategy will be “quality over quantity” in terms of establishing and building relationships with customers.Parallel to the firm’s efforts to build a distributor base, TGI is planning a nationwide consumer marketing campaign targeting the millennial, female and Hispanic demographics.


  • Pancheros Mexican Grill

Pancheros Mexican Grill, a fast-casual burrito chain with more than 70 locations across 13 states, announced the launch of a new brand campaign focusing on its fundamental differences from other fast-casual Mexican concepts: its fresh-pressed tortillas, perfectly-mixed burritos and fan-favorite queso.Created by Planet Propaganda, a Madison, Wisconsin-based design and advertising agency, in conjunction with Panchero’s in-house marketing team, the campaign embraces Pancheros’ “IT” factors, leaning into its key differentiators through a series of content tailored for TV, video, social media, digital marketing and audio channels.Launching this month, the brand campaign will run through the end of the year, solidifying Pancheros as the burrito brand leader in the fast-casual market. The campaign is part of a robust marketing strategy revamp, as the brand continues to scale its marketing efforts for widescale growth in 2019. The chain was founded in 1992 by Rodney Anderson, starting in Iowa City, Iowa.



2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.



  • Toyota

Toyota launched the “Greater Than” campaign for the world’s best-selling nameplate, the sleek, all-new 2020 Toyota Corolla. The campaign is a perfect reflection of the Corolla sedan’s bold new look and its bumper-to-bumper, wheels-to-roof transformation. With more than 46 million Toyota Corollas sold globally, the all-new Corolla sedan inspires a campaign that invites drivers to embrace the ever-changing world and live the life they want.The fully integrated campaign follows the Total Toyota (T2) cross-agency model, a cohesive marketing approach with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend with Zenith Media responsible for TV and Outdoor media buying. A series of 30-second and 60-second broadcast and digital spots were created using multicultural insights aimed at a transcultural mainstream audience. The spots highlight specific vehicle features while inviting drivers to stay inspired by choosing the road less traveled.The “Greater Than” TV spots will air across high-profile prime programming including NBC, CBS, FOX, ABC, BET, Telemundo and NBA Draft; interactive video units with Hulu, Freeform and YuMe; integrated media partnerships with Billboard Latin Music Awards, Hola Mexico Film Festival, MTV Video Music Awards, ComplexCon, ComicCon, KCON and Gaana Music Festival; print media includes Conde Nast properties, People en Español; digital content includes Eater, CBS This Morning, Hulu, Vevo, Hulu Latino and Fusion Media Group.  Additionally, spots will air within select movie titles in theaters nationwide in conjunction with National CineMedia.


We are excited to announce that René Ramos,Vice President – Field Marketing & Sponsorships at Constellation Brands, is joining the Portada Sports Marketing Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

René has been in the beer industry for more than 20 years working on some of the biggest beer brands in the business.

His passion for beer, like many beer fans, started in college but parlayed it into an actual career that has taken him on a journey working across the 3 top players in the industry – Anheuser-Busch, MillerCoors and now, Constellation Brands.

From the agency side to field marketing to brand marketing to sales management to sports & entertainment, Rene has been involved with beer brands across every consumer touchpoint. His duties recently expanded from the company’s beer portfolio to include the company’s wine & spirits brands including SVEDKA, Casa Noble tequila, Robert Mondavi and Kim Crawford.

Welcome René to the Portada Council System!

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.

For prior Sales Leads editions, click here. 


  • Papa John’s

IPG media agency Initiative has resigned as Papa John’s media agency, after originally saying it would continue to work with the pizza chain amid controversy surrounding racist comments made by founder John Schnatter, Ad Age first reported. The move follows the resignations of Papa John’s PR agency Olson Engage last week and creative agency Fallon this week.  Papa John’s is a large advertiser with more than 3,500 locations nationwide and an ad budget of around US$130 million annually.


  • Lenovo

Chinese multinational technology company Lenovo has appointed Publicis Media to handle is global media strategy, planning and buying, as it consolidated agencies. Lenovo spends some US$125 million on advertising annually globally and Publicis Media will set up a new dedicated unit, Lenovo One Media, to handle the account. The unit will combine staff from Publicis Media agencies Spark Foundry and Performics. It will be responsible for 28 markets across the Americas, Europe, Middle East and Asia and Asia Pacific. Both traditional and digital media platforms are included as part of the account. Lenovo One Media will be overseen by Andre Marciano who will serve as chief operating officer.



  • Constellation Brands

In an effort to strengthen its appeal to Hispanic drinkers, Constellation Brands, distributor of Corona, Modelo Especial, and Pacifico bought Four Corners Brewing last week. Corona President Bill Newlands said Four Corners has been able to capitalize on a hot beer trend: Hispanic-influenced products.Four Corners, a Dallas craft brewer, produces Local Buzz Honey-Rye Golden Ale and El Chingón IPA, among other beers.Buying Four Corners signals Constellation’s increased focus on marketing its beer lineup to Hispanic people, one of the fastest-growing segments of the American population.The group is a key demographic for Constellation, accounting for 40% of the company’s sales.The companies did not disclose terms of the deal and expects the beers to appeal to the broader consumer market because of the popularity of Hispanic-themed drinks and foods, and drinkers’ desire to experiment with new brands. John Alvarado, VP, Brand Marketing, Constellation Brands is a member of Portada´s Sports Marketing Board. 


  • Swiftpage

Swiftpage, the provider of Act! CRM software, a lcloud-enabled platform aimed at helping small and mid-sized businesses grow, announced the availability of Act! 365, an all-new sales productivity and emarketing solution tightly integrated with Office 365 in Spanish in North America. Act! 365 is the most effective SMB-focused sales productivity and emarketing solution on the market and is designed to meet the needs of the Spanish-speaking and Latino-owned business community.Designed specifically for Office 365 users, Act! 365 is purpose-built to boost sales and marketing results for fast-growing small businesses. Powerful, easy to use, and cost-effective at just $10 per user/per month, Act! 365 provides customer management features, sales productivity and pipeline management tools, and practical emarketing capabilities, integrated with Office 365 and accessible on mobile devices.  Swiftpage has also launched a dedicated Spanish language Act! 365 website with features, pricing and customer resources. New users can sign up for a free trial here to start taking advantage of the powerful software’s sales management and email marketing capabilities to fuel their business growth.


  • Amazon

Ecommerce giant Amazon has increasingly been making attempts to work directly with bigger brands making large media buys on its platform, and, as a result, many of those brands are bypassing their ad agencies, Digiday has reported. Amazon is said to be sending its sales team to meet directly with marketers and chief marketing officers, offering them to use Amazon Marketing Services not only for media buying but also to get help with other strategies for using the platform. HP and Lego are among the brands working directly with Amazon. Guillermo Rivera Hernández, Sr. Marketing and Content Manager,  Amazon MX is a member of Portada´s Brand Star Committee LatAm.



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.


  • Chemistry

Independent, full-service agency Chemistry announced it has added a series of new business to its roster including Atlanta Botanical Garden, Turner and Flower Child. Flower Child  is a healthy, happy, fast-casual restaurant that is revolutionizing the way we eat out. The brand has named Chemistry Agency of Record to centralize all creative, media and social efforts. Work will launch this month through end of year to grow the Flower Child Tribe, evolve the brand in the lifestyle category, build buzz and sales nationally.Atlanta Botanical Garden named Chemistry digital dotcom partner. The agency will lead a redesign of the Atlanta Botanical Garden’s website, to create a mobile-first, responsive experience that is as rich, innovative, immersive as the experience itself. The work is expected to launch in the fall of this year.Chemistry is partnering with Turner’s instant classic film streaming service, FilmStruck. The agency is developing social campaigns to increase subscriptions and engage its cinephile users. Work will launch this summer. The agency recently began working with COX Media, Sweet Leaf Tea and Atlanta CVB. To support this growth, Chemistry moved to a larger office in the West Midtown district of Atlanta, transforming a former oil warehouse into a space to accommodate a team that grew almost 60 percent in 2017.



  • Sprint

Sprint and their ad agency, Alma are keeping up with the latest and incorporating robots and technology into their new spots. Sprint Latino’s Robots Campaign was created with the message to enhance people’s lives through the latest technology at the best price with the help of robots. Robots have analyzed data and know that too many people are still paying too much for their wireless network. They have made it their mission to tell humans that Sprint is the only logical choice and that Sprint offers put wireless within everyone’s reach.





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

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

For prior Sales Leads editions, click here. 

  • Adidas

Mediacom, part of WPP and GroupM agency, has won the Adidas US$300 million media account. The appointment puts an end to agency Carat’s nearly 20-year relationship with the brand. Carat had handled media planning and buying for Adidas in the U.S. and U.K. for 19 years. This is a huge win for MediaCom and its holding company WPP.






  • Constellation Brands

Corona Premier and Corona Familiar – the first major Corona innovations in over 25 years – are already exceeding sales expectations, according to Constellation Brands. The beer marketer is also experimenting with premium refresher Corona Refresca in test markets. Corona Premier and Corona Familiar were launched last March in Constellation Brands´ major Hispanic markets. Corona Refresca, which comes in guava lime and passionfruit lime flavors, is marketed as a “premium spiked refresher” targeting women from 25 through 29 years old. The Svedka seltzer borrows the name of Svedka vodka, which is owned by Constellation. Corona Refresca was recently introduced in a handful of local markets, before deciding to go national, supported by English and Spanish language tv campaigns. Constellation took a similar approach with its new low-calorie Corona Premier brand, which was sold in regional markets before going national this year. The Corona Portfolio is brewed in Mexico by Constellation Brands and imported to the US by the company.



  • Albertsons

Publix Supermarkets Inc. has entered into an agreement with Idaho based Albertsons to buy three Safeway stores in Florida. Financial terms of the agreement were undisclosed, Abasto has reported. The three locations will continue operating under the Safeway banner until early September and will have grand opening dates with the Publix banners within the fourth quarter of this year.In 2008, Albertsons sold off most of its Florida stores, including 49 stores in a single deal to Publix, but held on to three locations in Altamonte Springs, Largo and Oakland Park. Now, with this deal, Albertsons will have no retail presence in Florida.Publix is Florida’s largest supermarket chain and currently has 1,187 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia.


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.


  • California Milk Processor Board (CMPB)

Gallegos United has released its first work for the California Milk Processor Board (CMPB) after winning the account from Goodby, Silverstein & Partners, Mediapost has reported. The new campaign, called “You Can Always Count on Milk,” shows a lack of demographic checkpoints as the brand wants to reflect that today’s market doesn’t need demographic silos in order to be “culturally attune.” The first phase of the new campaign includes TV, with spots both in English and Spanish, as well as a newly redesigned gotmilk.com. The campaign will run across online video, social media, retail point-of-sale, mobile push notifications, and, for the first time, search engine buys to link up with parents seeking questions like “how much milk can I serve my child?” or “is milk healthy for me? “The iconic Got Milk? tagline will continue to be placed at the end of the ads due to its “strong brand equity.”

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

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives. 20 new Leads have just been added. GET YOUR 1 WEEK FREE TRIAL! Contact Sales Research Manager Silvina Poirier if you have questions silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Comcast-Xfinity 

Comcast and creative agency Grupo Gallegos launched a bilingual campaign to promote the fact that the Xfinity X1 Voice remote works in both Spanish and English. By saying a command into the remote, consumers are able to toggle between English and Spanish. A TV spot (see below) has the tagline, “beautifully bilingual, como tú,” (beautifully bilingual, like you) .The campaign launched during the 2016 edition of Telemundo’s Latin American Music Awards on October 6 and will continue to run up to the Latin Grammy ceremony this Thursday in Las Vegas ad the last weeks of Univision’s reality show “La Banda” on December 11th. In print the campaign will be activated in the December/January issue of People en Español.

  • Constellation Brands 

latam_database-2Constellation Brands is announcing its most comprehensive arena sponsorship for Corona ExtraModelo Especial and Ballast Point by aligning with Barclays Center. The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and a wide-ranging array of marketing assets.The new marketing alliance between Constellation Brandsand Brooklyn Sports & Entertainment has designated Corona Extra as the Official Import Beer Sponsor of Barclays Center, Modelo Especial as the Official Import Beer Sponsor of the Brooklyn Nets, and Ballast Point as an Official Craft Beer Sponsor of Barclays Center. Highlights of the sponsorship include marketing exclusivity in the imported beer category for Corona Extra and Modelo Especial. Check out today’s feature: An in-depth look into Constellation Brands’ Sponsorship of the Barclay’s Center.

  • Lexus

437718Lexus has announced the Launch of New Music Series and Live Music Showcase “VIDALEXUS Presenta: RPM – Reengineering Popular Music.” VidaLexus RPM is a weekly web series that takes audiences on a musical journey, exploring different Latin music genres. The series follows Latin pop singer Raquel Sofia as she travels to four U.S. cities  – Miami, New York, Chicago, and Los Angeles – to learn more about the types of Latin music that have had a strong a cultural presence in each region. The journey begins November 7 in Miami with Son Cubano, followed by a stop in New York to explore Salsa.  Created and produced by Lexus, RPM is part of an ongoing effort to engage the Latino community and celebrate the diversity of current and future drivers. RPM will be released on ImpreMedia’s network of websites, including LaOpinion.com, LaRaza.com, LaPrensa.com, and ElDiarioNY.com.

Find out who the brand and agency executives behind these campaigns/moves are. Plus detailed contact information on more than 2,000 Corporate Marketers and Agency Executives targeting U.S. consumers. GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com.

  • Johnnie Walker

descarga-4Johnnie Walker’s new campaign Keep Walking America celebrates the cultural progress and diversity that represents the fabric of America today through a collection of stories.The lyrics of “This Land Is Your Land,” read in both English and Spanish, serve as the campaign’s anthem. The film was shot over two weeks and features real storylines of progress from Los Angeles, Santa Fe, Montana, New Orleans, Baltimore, New York and Washington DC.This spirit of possibility and commitment to progress will inform all Johnnie Walker brand activity, including Flavors of America, a new cocktail program that highlights the stories and cross-cultural backgrounds of the American bartending community. It will feature modern cocktail recipes inspired by the holidays, traditions and authentic cultural flavors that have influenced the diverse group of bartenders involved in the program. Agency Anomaly NY was behind the effort. Carat handles media for Diageo’s Johnnie Walker.


  • Delta

htivxr-b_400x400Delta airline is launching its’ first branded campaign for the airline’s SkyMiles program together with its agency DigitasLBi Atlanta, according to Mediapost.  The “Go See With SkyMiles” creative effort includes a video featuring the backs of various people as they walk through landscapes and locations. The voiceover suggests how Delta can make these scenes a reality.   “Curiosity” will be featured on Delta In-Flight entertainment screens, Delta owned social channels, and Delta.com.

  • Kia

descarga-5 Kia will once again advertise in the Super Bowl. The auto brand confirmed that it will return to the game for the eighth straight year when Fox airs Super Bowl LI on Feb. 5. Agency-of-record David&Goliath will handle the creative work.Kia is the first automaker to confirm a Super Bowl ad buy. Toyota, which had appeared in five straight games, is not coming back for Super Bowl LI, which will be played in Houston.In addition to Kia, auto brands that ran 2016 Super Bowl ads included Acura, Buick, Honda, Hyundai, Jeep and Mini.

  • Ikea

Ikea U.S. is helping people celebrate Friendsgiving, the meeting where friends gather for a Thanksgiving meal before the actual holiday. Developed with agencies MEC Wavemaker and production company InHouse, IKEA is giving Friendsgiving kits to Uber users in New York City’s five boroughs. IKEA will raise awareness through its owned and paid social channels. Then, riders will be prompted again on November 19 to find the custom IKEA option in the app to request the IKEA Friendsgiving kit. They will receive IKEA dining products and holiday ingredients for six if they are one of the 200 users connected to a car carrying this package between 11 a.m.-2 p.m. ET. Outside of New York City, IKEA is working with food and social influencer Katie Quinn and Oh Happy Day lifestyle blogger Jordan Ferney to share videos (see below) on IKEA’s owned channels that demonstrate how to prepare meals using the kit’s contents.

  • Pizza Hut

ggThis holiday season, Pizza Hut and Xbox have teamed up to bring a new treat to the Pizza Hut Triple Treat Box – the chance to win an Xbox One S, the ultimate games and 4k entertainment system every hour from Nov. 7 through Dec. 24. That’s 1,140 free Xbox One S consoles.In connection with the return of one of its most popular offerings ever, the Triple Treat Box, customers will receive an entry code for a chance to win an Xbox One S and custom Pizza Hut designed red controller, as well as an offer for US$10 off an Xbox One game with each purchase of a Triple Treat Box while supplies last. The tri-level, holiday-themed Triple Treat Box from Pizza Hut will be available starting Nov. 7 for just US$19.99 and includes two medium one-topping pizzas (available on Hand Tossed, Thin N’ Crispy(R) or Pan), an order of breadsticks, a Hershey’s Ultimate Chocolate Chip Cookie and a chance to win holiday fun for the whole family with an Xbox One S and custom Pizza Hut red controller.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales 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.
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Constellation Brands last week announced that it is going to sponsor the Barclays Center (including the Brooklyn Nets). The deal shows how important arena and sports team sponsorships have become. Portada asked representatives of both Constellation Brands and the Barclays Center to provide more details about the deal. 6 questions you may


1.What moved CB to partner with Barclays Center and the Nets in New York?

corona“With every marketing decision we make, we keep our consumers as our focus. We make it a priority to make connections and engage with our consumers on occasions and at times that matter to them, their friends and their families,” a spokesperson for Constellation Brands Beer Division tells Portada  “For us, the New York market is incredibly important. Corona Extra is #1 beer brand in the area and Modelo Especial is on fire growing dollar sales at 19% (according to IRI – New York MULO latest 52 weeks). Barclays Center events and Nets games will be perfect opportunities to be a part of great moments with our consumers,” she adds.

For us, the New York market is incredibly important. Corona Extra is #1 beer brand in the area and Modelo Especial is on fire.

2.While in this case Constellation Brands focused on basketball, what other sports does the company support?

220px-basketball_through_hoopFor each of is brands, Constellation Brands partners  with a variety of different teams and sports that connect to its consumers. In LA, Corona Extra was recently announced as the “Official Cerveza of the Los Angeles Rams,” and we also have sponsorships locally with the Golden State Warriors and NY Jets for Modelo Especial and Corona Extra, respectively. “Nationally, have an incredible partnership with Premier Boxing Champions that offers us year-round programming to connect with our consumers. We look at each opportunity in terms of how well the team(s) resonate with our consumers, what marketing assets are offered and the opportunities we have to actually activate around the sponsorship at retail, ” the CB spokesperson adds.

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3. What role does the multicultural and U.S. Hispanic consumer play in the Barclays Center sponsorship?

For all CB brands, the multi-cultural millennial and Hispanic consumers play a large part in marketing opportunities, “as we’re always focused on being able to connect with our consumers in ways and at times that matter to them. With our Barclays Center sponsorship, we believe all of our consumers will enjoy the engagement and opportunities we’ll be able to offer in New York.”

4. There are some in – arena activations. How important are these more grassroots marketing elements in Constellation Brands’ strategy?

descarga-6According to the spokeswoman at Constellation Brands, “with every sponsorship opportunity, one of the most important factors for us is the ability to execute great programming at retail and at on-premise accounts. Being able to use logos and marks, having great experience packages and other assets help our sales team in the field really elevate our partnerships and make sure we’re tying it all back to our consumer. We’re selective on the types of partnerships we go after with this in mind – we have to be able to execute great consumer events and programs in order for us to find great value. We’re really looking forward to doing that with Barclays Center and the Nets.”

With every sponsorship opportunity, one of the most important factors for us is the ability to execute great programming at retail and at on-premise accounts.

5. What other brands/companies (other than Constellation Brands) are Barclay’s Center Sponsors?

In addition to Barclays, the naming rights partner, founding partners for Barclays Center include American Honda Motor Co., Inc., American Express, Calvin Klein, EmblemHealth, GEICO, JetBlue, Stolichnaya, and Ticketmaster.
2) Do Nets and Barclays Center sponsorships always go hand in hand? (meaning are sponsors always sponsors)
No, some partners are exclusive to Barclays Center or the Nets, says Barry Baum. Executive Vice President & Chief Communications Officer, at the Barclays Center.

DOWNLOAD Portada’s 2016 Sports Marketing Guide!

6. Does the Barclays Center have any particular deals with Hispanic networks or on the multicultural side?

In the past the Barclays Center has enjoyed partnerships with Goya and Mexico Tourism, and we also have partnerships with ethnic eateries tied to our Brooklyn Taste platform. We have many multicultural partners, including Barbados Tourism, Kenda Tires (Taiwan), and iTalkBB (China).

What: Constellation Brands has teamed up with Barclays Center for its most comprehensive arena sponsorship for its brands Corona Extra, Modelo Especial and Ballast Point.
Why it matters: The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and marketing assets.

latam_database-2Constellation Brands is announcing its most comprehensive arena sponsorship for Corona Extra, Modelo Especial and Ballast Point by aligning with Barclays Center. The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and a wide-ranging array of marketing assets.

The new marketing alliance between Constellation Brands, a leading producer and marketer of beer, wine and spirits, and Brooklyn Sports & Entertainment, which controls and manages Barclays Center and the Nets, has designated Corona Extra as the Official Import Beer Sponsor of Barclays Center, Modelo Especial as the Official Import Beer Sponsor of the Brooklyn Nets, and Ballast Point as an Official Craft Beer Sponsor of Barclays Center.

Corona Extra will bring the beach to Barclays Center with the Corona Extra Beach House Bar, which will be located on the main concourse. The soon-to-open branded bar will have a beach-like aesthetic, with island imagery and décor.

DOWNLOAD Portada’s 2016 Sports Marketing Guide!

Casa Modelo, a Modelo Especial branded bar will be open soon on the upper concourse. The bar will feature a fusion of Brooklyn and Mexican imagery and décor. A Ballast Point branded bar will be located on Barclays Center’s main concourse.

Corona Extra and Modelo Especial are the nation’s number one and number two imported beers, respectively. Ballast Point is one of the fastest-growing craft brands in the country, featuring dozens of unique and distinctive styles of beer. Corona Extra and Modelo Especial will receive marketing exposure during a wide variety of programming events at Barclays Center, including Brooklyn Nets games, as well as through digital platforms and in-arena signage.

Highlights of the sponsorship include marketing exclusivity in the imported beer category for Corona Extra and Modelo Especial, along with:

Corona Extra

  • Prominent indoor and outdoor arena signage
  • In-arena brand activations
  • Corona Extra Beach House branded bar on the main concourse
  • Brand exposure during Barclays Center BROOKLYN SHOW and BROOKLYN BOXING events.
  • Consumer VIP ticket experiences for select Barclays Center events

Modelo Especial

  • Modelo Especial branded bar, Casa Modelo, on upper concourse
  • In-arena game-night activations
  • Use of the Nets’ marks at point-of-sale
  • Consumer VIP courtside experiences for select games

Ballast Point

  • Ballast Point branded bar on the main concourse

“Barclays Center has become a modern icon in the sports and music world – a truly can’t-miss venue for entertainment,” said Jim Sabia, chief marketing officer for Constellation Brands’ Beer Division. “We’re thrilled to align with Brooklyn Sports & Entertainment to further promote and build our iconic Corona Extra and Modelo Especial brands in Brooklyn.”

“We are delighted that Constellations Brands sees the exposure and brand-building opportunities for Corona Extra, Modelo Especial, and Ballast Point by forming an alliance with BSE,” said Brooklyn Sports & Entertainment EVP of Global Partnerships Mike Zavodsky.

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!

  • Coca-Cola

imagesCoca-Cola Co. (KO) has bought a 16.7% percent stake of country’s No. 2 energy-drink maker Monster Beverage Corp. (MNST), for US $2.15 billion.  The deal gives Coca-Cola greater exposure to the energy drinks market, one of the fastest-growing segments in the beverage industry. Coke,which already distributes Monster in about half the U.S., plans to expand Monster’s distribution footprint “in a major and meaningful way.” Coke will become Monster’s preferred distribution partner globally, while Monster brands will be the only energy drinks distributed by Coke.

  • Constellation Brands

constellationBrands-Constellation Brands, a leading Mexican beverage alcohol company, has acquired the Casa Noble tequila brand, including its’ trademark and related assets. The agreement is expected to close in September 2014 and is subject to customary closing conditions. Further terms of the purchase were not disclosed. Constellation Brands has all Grupo Modelo brands’ exclusive sales rights in US. This purchase, according to chief executive officer Rob Sands, complements the Mexican beer brands portfolio perfectly to leverage the existing routes-to-market and reach Hispanic consumers. Back in 2013, Grupo Modelo introduced Modelo Especial Chelada in US markets, bringing an authentic Mexican recipe to the brands’ Hispanic consumers. Portada interviewed Jim Sabia, CMO, Crown Imports on that launch.

  • Aeromexico

descarga (1)Aeromexico, has announced the operation of its fourth weekly flight between Merida and Miami, as of November 8th this year, to increase its domestic and international connectivity.This new service will operate on Saturdays and, as the current three frequencies, will be operated with an Embraer 190 airplane configured with 99 passenger seats, 11 in the Clase Premier cabin.Incoming passengers from Miami will be able to take this flight to connect to Villahermosa and Mexico City, and to 44 additional domestic destinations 35 international cities from the Mexican capital city.

  • Acura 

descargaThe official home of luxury automotive brand Acura is launching its new luxury sedan along with a huge marketing campaign The brand TLX model new campaign includes a significant investment in digital video, but no broadcast primetime TV, Ad Age reports. More than one-third of the ad budget will be for digital and Facebook will get another substantial chunk. Acura will also take over major Web portals such as Yahoo and MSN. TV ads will run on platforms such as Hulu and Crackle, and traditional TV spots will air during NFL games and SportsCenter among other cable shows. (see note below about digital marketing and media buying agencies for the Acura brand). This is the Acura’s first major campaign since it was separated from Honda. Here is Acura’s TXL “My Way” video:

  • Hewlett-Packard

descarga (2)Hewlett-Packard Is launching a commercial for its notebook and also tablet Pavillion x360 that is comprised entirely of six-second Vines, the Twitter-owned looping video platform, The Wall Street Journal reports. To carry out the spot , marketing agency Niche had to recruit Vine talent. HP’s creative agency 180LA worked with the talent who had relative freedom to create their own Vines for the commercial.

  • Puma

descarga (3)Puma  is about to launch its’ Forever Faster” marketing campaign featuring its lineup of athletes including sprinter Usain Bolt, the world’s fastest man; men’s soccer star Mario Balotelli; women’s soccer legend Marta; and golfers Rickie Fowler and Lexi Thompson. The kickoff spot is called Calling All Troublemakers, in which the athletes flex their credentials as rebels and rule breakers not on the field, but splashing in a hot tub. They invite viewers to join them .The campaign will begin in North America, Latin and Asia-Pacific and then roll out to Europe, the Middle East and Africa shortly afterwards.Ads, from JWT, include print, TV, digital and social.

  • Burger King

descarga (4)Burger King will offer again is chicken fries after a two-year gap when it dropped them from its menu. To promote the delicious chicken fries, the fast food chain will release a new campaign led by Code and Theory, Burger King’s digital agency, that will include one TV spot. Each Thursday, the chain will rerun a 2005 chicken fries spot. The commercial, originally created by Crispin Porter + Bogusky, was modified by BK’s lead global agency David. BK will focus mostly on digital platforms to market the return.

  • J.C. Penney

descarga (5)National retailer J.C. Penney is releasing the major promotion “Love, Liz Claiborne” to revitalize sales and appeal customers, especially women aged 35-50. Ads will run in magazines such as InStyle, Real Simple, Redbook and People and on AOL, BuzzFeed and Hulu. TV spots may also be added. OMD is Penney’s media agency. Around US $1.1 million were invested to advertise the Liz Claiborne line in 2012, but nothing during 2013 and nothing through the first quarter of 2014.

  • American Honda

descarga (6)Publicis Groupe agency has been selected to oversee digital marketing for both the Honda and Acura brands, after an eight-month review. Digital was previously split among several agencies, including Meredith Xcelerated Marketing, Genex, RPA and Mullen. RPA will continue to handle creative for Honda, as will Mullen for Acura. MediaVest continues as the media agency for both brands.

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!

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