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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.

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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.

What: Corona Light on draft will expand nationally and Corona Extra on draft will be introduced in three US test markets.
Why it matters: Corona Light draft will be made available in more than 35 US markets to appeal to millennial and Hispanic consumers. Corona Extra will be introduced in 3 markets. Corona Light draft will be featured in two television commercials during its March rollout and again in the summer selling season. Horizon Media is Corona’s agency of record.

coronaLooking to boost its presence on draft in bars and restaurants, Corona is planning to expand Corona Light on draft nationally, and to introduce Corona Extra on draft in test markets.

Corona Light draft has already been launched in more than 35 US markets in 2012-2013 and continues to outdo the light category after a 2.9 percent sales increase in 2013 and a sales increase in 18 of the last 19 years.Corona Light draft will focus on appealing to light beer drinkers who want a more premium experience. Particularly, to millennial and Hispanic consumers that have continued to identify with the iconic brand, as studies suggest that millennial tend to prefer beer on draft. These studies also indicate that 25% of Hispanic consumers have chosen Corona Extra as their favorite beer. In previous roll out markets, the presence of Corona Light draft contributed to a brand trend that is 12 percent better than non-Corona Light draft markets.

 Draft beer accounts for approximately 10% of the industry as a whole. 

The introduction of Corona Extra on draft will be a historic moment for the brand and to celebrate this historic milestone the brand will make the draft available in three US markets, beginning March 10. The brand will be watching closely to understand the impact on the marketplace. On the other side, Corona Light draft will be made available in more than 35 US markets, including New York City, Chicago, Los Angeles and Dallas beginning also March 10. The timing allows the brand to boost its draft presence in advance of the Cinco de Mayo holiday and the crucial summer selling season. Corona Light draft will be featured in two television commercials during its March rollout and again in the summer selling season with a marketing campaign that shows Corona Light as the beer for “when you’re ready for a light beer that tastes like a beer.”

The company is not aiming to switch a Corona Extra bottle drinker to draft.That is why every Corona Light and Corona Extra served on draft will come with a lime right on the glass. “With draft beer accounting for approximately 10 percent of the industry as a whole we’re excited about the growth opportunity with both Corona Light and Corona Extra on draft,” said Jim Sabia, chief marketing officer for Crown Imports, exclusive U.S. importer of Corona Light and Corona Extra.

Corona, a Crown Imports brand also bets on the Latinization of America as Hispanic tastes and customs are gradually adopted by the general population. over by the general population.

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.

  • Wells Fargo

Wells FargoWells Fargo announced it will sponsor the Mexican National Soccer Team for the team’s annual U.S. Tour building on the company’s July 31 announcement of a national sponsorship of Major League Soccer (MLS). Sources at Wells Fargo tell Portada that it negotiated the terms directly with Soccer United Marketing/FMF (Federacion Mexicana de Futbol), with input from their agencies. Annual activation and media plans will be determined year to year throughout the course of the agreement. (For more information read today’s Interview with Mariela Ure, SVP Hispanic Segment at Wells Fargo).

  • Ford Mustang

Ford is launching ‘Mustang Countdown,’an online video series to throw the spotlight on the legendary sports car and the culture that has formed around it all across the globe, and to continue the celebration leading up to the 50th birthday of the car on April 17, 2014. JWT is implementing the campaign which is centered at Ford Mustang’s YouTube channel . The campaign will last until the 50th birthday of the car on April 17, 2014.

  • Time Warner Cable

Time Warner Cable launched a series of national Spanish-language TV spots to celebrate the road to the 2014 soccer World Cup in Brazil, Multichannel reports. The “Every Fan Counts” (“Cada fan cuenta”) campaign targets U.S. Hispanic customers in general but particularly those cheering for Mexico, Argentina and Brazil. The campaign, which focuses on customer acquisition and upgrade, is currently running across Spanish-language broadcast networks, including Univision and Telemundo.

  • Corona Extra

Corona Extra and pop singer Marc Anthony are coming together for the U.S. leg of the multiple (Latin) Grammy Award-winner’s “Vivir Mi Vida” world tour. The nine-city tour will start on Aug. 23 in Miami, with Corona as the official beer sponsor. The sponsorship includes an array of elements to support the brand at retail and at the concerts, including pouring rights at each venue, retail point-of-sale, event signage, brand inclusion in concert promoter media outreach. (Corona is a Crown Imports brand. John Alvarado, Senior Director  Brand Marketing at Crown Imports, will be one of the main speakers at Portada’s Seventh Annual Hispanic Advertising and Media Conference in New York next month on Sept. 26.)

  • Macy’s

The Cincinnati-based retailer said sales in the second quarter of 2013 slid 1% to US $6.01 billion. On a comparable-store basis, sales also receded 1%.“Second quarter sales performance was softer than anticipated,” says Terry J. Lundgren, Macy’s, Inc. chairman and CEO, in its release, “and we are disappointed with the results. Our performance in the period, in part, reflects consumers’ continuing uncertainty about spending on discretionary items in the current economic environment. After a cool spring, we have taken appropriate markdowns and customers are responding favorably.” The company, which says it is intensifying second-half marketing spending as a result of the softer sales, adds that it is encouraged by its early take on back-to-school sales as well as stronger spending in women’s ready-to-wear category.

  • Taco Bell-Doritos Locos/Fiery

Taco BellTaco Bell last week revealed the third flavor in its Doritos Locos Tacos menu line: Fiery. The Irvine, Calif.-based division of Yum! Brands Inc. said the follow-up to the Nacho Cheese and Cool Ranch Doritos Locos Taco flavors will be available nationwide on Aug. 22. The company said the Fiery DLT launch will be supported by television, in-store point-of-purchase materials and radio advertising, staring Aug. 25, as well as the digital and social media activity already underway.

  • Jell-O 

To boost declining popularity and sales, Kraft is shifting directions by scrapping its adult targeted advertising and focusing more on families, Ad Age reports. Kraft will double its previous Jell-O marketing spending on a new campaign that will include TV, print and digital. The tagline of the new campaign is “Fun Things Up.”

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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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.

  • Colgate-Palmolive

Colgate-Palmolive just announced that it has entered into a new mobile marketing partnership with the Hispanic Dental Association (HDA) in order to launch the toothpaste and oral health product company’s “Oral Health Month” campaign, this year. Starting today and running for the length of July, this Colgatemobile marketing campaign will be used to help families with a Hispanic American background to learn more about the importance and practice of proper oral care. The reason that this technique was chosen is that Hispanic Americans are increasingly reachable over smartphone channels using SMS. Within the mobile marketing campaign campaign, recipients of the SMS messages will be encouraged to text their zip code and the word “SONRIE” to the shortcode, 24474. For every pledge that they make throughout July, a local dental health clinic will receive $1.00 worth of products from Colgate, up to a maximum of $10,000 (and a minimum of $5,000), with a maximum of $80,000 worth of products being donated overall.

  • WellPoint

WellPoint, Inc., HolaDoctor, Inc., and Univision Communications Inc announced an exclusive media partnership that will provide valuable information to Hispanics who will be eligible for coverage in the newly formed health insurance exchanges later this fall. Under the partnership, WellPoint’s affiliated health plans in California, Colorado, Georgia and New York will be the exclusive health insurance sponsors of Univision’s Peabody Award-winning initiative “Salud Es Vida” (Health is Life). In addition to sponsored television and radio segments and weekly e-newsletters, consumers in each market will have access to information through monthly community town halls and meetings. Univision, HolaDoctor and the WellPoint plans will also collaborate to create a new online experience, a Health Insurance Center on Univision.com that will provide consumers with information about health insurance available in their communities as well as valuable information about health and wellness. The interactive Health Insurance Center will provide Hispanic consumers a place for information exchange and social support, and will feature trusted community leaders that will share information and guidance.

  • Coca-Cola

Mexican National TeamCoca-Cola announced a new Hispanic marketing campaign that celebrates the passion for the sport, the fans and the 30-year relationship with the Mexican National Team (MNT). The campaign includes a new television commercial titled “Wave,” that speaks to fans who share the love for the sport and the traditions that bring people together match after match. “The creative, developed by created by Ogilvy & Mather, will premiere July 1 on Univision Deportes. “Wave” hits billboards July 15 and print Aug. 14. The “Wave” spot is available for viewing at http://youtu.be/B_ko1hZ0Kog. The campaign also includes events during MNT tour matches across the U.S., and a summer retail program that includes point of sale, My Coke Rewards experience and sweepstakes for Coca-Cola fans. Before the U.S. tour matches, Coca-Cola will also bring to life Club Balón Rojo, experiential soccer workshops aimed to motivate teens to engage in physical activity, and provide them with educational tools to gain access to higher education and empower their communities.

  • Crown Imports-Modelo Especial

Modelo Especial, in partnership with FOX Soccer, will kick off the “Modelo Unido” promotion this summer to celebrate fans’ passion for the game by offering them a chance to win one of two grand-prize trips to Brazil in 2014 to discover fútbol on the world’s biggest stage.
Modelo Especial will roll out special promotional packaging featuring in-pack codes that can be entered online for a chance to win. “Modelo Unido represents an opportunity to celebrate the overwhelming passion our Modelo Especial consumers and soccer fans share,” said John Alvarado, senior director, brand marketing for Crown Imports, the U.S. importer of Modelo Especial. “This summer we will encourage new fans to join our tribe of passionate supporters to discover the beautiful game over the beer that goes best with it, Modelo Especial.” As part of the promotion, fans can visit FoxSoccer.com/Modelo to access soccer-specific content including game highlights, match schedules and other soccer news. The promotion will be supported at retail via a new branded soccer goal display enhancer that ties in with the thematic POS offering.Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Crown Imports-Corona Extra

Corona Extra has debuted new creative designed to extend beyond the sun and sand and into the streets and space. The imported beer brand has produced an interactive billboard in New York called “Luna Corona” that uses astronomy to turn the wedge shape of a “waxing moon” into the iconic lime of a Corona.During a window of approximately two hours on selected days this summer, from scientifically identified viewing areas at a New York intersection, the lime-slice-shaped moon seems to rest inside the top of the billboard’s Corona bottle. “This astronomical opportunity aligns perfectly with Corona’s belief that finding your beach can happen however, whenever and, especially in this case, wherever,” said Craig Neely, senior director, brand marketing for Crown Imports, Corona Extra’s exclusive U.S. importer. “The ‘Luna Corona’ execution represents the kind of remarkable experiences our consumers will be seeking all summer long.”Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Sensis- New Media Director

Sensis, a cross-cultural digital advertising agency, hired Ken Deutsch to lead its media department.

  • Del Taco

Del TacoDel Taco has added its popular returns Shredded Pork Carnitas product line to its summer menu for a limited time. The carnitas products include Carnitas Taco al Carbon, Carnitas Combo Burrito and — new this summer — Carnitas Loaded Fries.”With a great taste at a great value, these delicious carnitas menu items are unlike anything available in the quick-service category and they are a perfect fit with Del Taco’s strategy of emphasizing the lengths that we go to deliver quality on our menu,” said John Cappasola, chief brand officer at Del Taco.Also, for a limited time, consumers can find a coupon for a Free Carnitas Taco al Carbon with any beverage purchase on Del Taco’s Facebook page. Raving Fan eClub members will receive the coupon via email. The Macho Carnitas Burrito, Primo Carnitas Burrito and Carnitas Macho Nachos are available off menu by guest request, according to the company. Del Taco has more than 550 restaurants in 18 states.

  • ITC

Insurance Technologies Corporation (ITC), a provider of insurance agency marketing, rating and management software and services, announced today it has launched a Spanish language version of TurboRater for Websites, its online website rater. TurboRater for Websites will automatically detect the default language of the browser and, if it is set to Spanish, will automatically switch to the Spanish version. If the browser is not set to Spanish, the online consumer can manually switch it to Spanish from the welcome screen. When prospects complete their online quotes in Spanish through TurboRater for Websites, they will receive an email response from the system in Spanish.

  • New Jersey: Weinberger Law Group expands Spanish-speaking services

To meet the growing needs of both the Hispanic and Latino population in New Jersey, Weinberger Law Group recently added two bi-lingual attorneys to the firm as well as offering Spanish and Portuguese translated information on their website.

 

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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