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.


  • Sol Chelada

Sol, the beer founded in the heart of Mexico in 1899, is bringing an iconic Mexican flavor to fans and new drinkers with the introduction of its newest release, Sol Chelada. Releasing in the U.S. this month, Sol Chelada is a ready-to-drink mix that combines Sol beer with tomato, lime, spices and other natural flavors. Crafted by the same brewmasters behind the number one chelada in Mexico, Sol Chelada finally brings the same flavor to the U.S. that has previously been enjoyed south of the border.Sol Chelada packs an uncompromising authentic flavor because it’s crafted with Sol, one of the largest and most popular Mexican beer brands. Sol Chelada arrives a year after the Mexican import Sol was relaunched in the U.S. under MillerCoors.Sol Chelada is available in 24-ounce single cans at most grocery, convenience stores and liquor stores nationwide and will be supported with online video, social media, digital advertising, PR, influencer programming and out-of-home displays.



  • Cubavera®

Cubavera®, the Latin lifestyle fashion brand that offers relaxed style inspired by Latin roots, is pleased to announce a partnership with Orishas, the internationally acclaimed Cuban hip hop band born in Havana, Cuba circa 1999.The 360 partnership includes sponsorship of the band’s US “Origen” Tour in cities including: New York City, NY, Miami, FL, Washington DC & San Francisco, CA kicking off in March 2019 (link of schedule) with Cubavera brand iconography and experiences integrated into the shows. Additionally, each of the principle band members will be wearing custom designed Cubavera styles for the performances. Orishas and Cubavera will co-create original content celebrating Cuban culture, music and fashion, throughout cities around the world. The elements of the partnership will be amplified and shared across all platforms on social media.



  • Energizer Holdings

Interpublic’s UM has been appointed North American media AOR for Battery maker Energizer Holdings, following a review. WPP’s Wavemaker was the incumbent. Battery maker Energizer Holdings ad budget last year was US$80.1 million, according to its latest annual report.






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.



  • Don Julio Tequila

Tequila Don Julio celebrated the launch of its new campaign For Those Who Know, a campaign that celebrates Mexican culture and the moments we share with those we love. The event gathered international/Mexican muralist Claudio Limon who brought to life the story of a Houston restaurant owner with a special mural on the establishment’s walls telling the story of the family. Celebrating 42 years in business, Luis Lopez owner of Gerardo’s Drive-In immigrated from Michoacán as a butcher before ultimately becoming a restaurant owner. The event brought Mexican actress/singer Maite Perroni who hosted and narrated the event, while expressing her profuse love for Mexico. Also in attendance was renowned Mixologist Mica Rousseau who curated a special drink menu to complement the restaurant’s food offerings, including a special bean-based cocktail.



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.


  • McDonald’s

McDonald’s will conduct a review of its US$2 billion global media buying account.The burger chain spends around US$2 billion on media annually world-wide, according to a person familiar with the matter. Incumbent OMD has handled McDonald’s ad-buying business for more than a decade in the U.S. and globally. The agency will be participating in the review. As part of its ad review, McDonald’s said it is moving away from a single global media agency and will instead select a small number of ad-buying agencies to work with globally.



  • Johnnie Walker

At a time when immigration is at the forefront of cultural conversation, blended Scotch Whisky brand Johnnie Walker is launching a new spot titled “Citizenship*,” which brings attention to the diverse backgrounds that represents the rich fabric of America today. The new creative, which is part of the brand’s ongoing Keep Walking America campaign, showcases the journey to becoming an American citizen. To support this new campaign, Johnnie Walker recently partnered with Wilmer Valderrama. America is a nation built of immigrants, comprised of different backgrounds and cultures and Johnnie Walker is honored to celebrate all citizens who call this country home. Johnnie Walker’s media planning and buying agency is Carat; the brand’s creative agency, Anomaly, developed the spot.



  • Cubavera

Cubavera, Perry Ellis International’s Latin menswear brand, celebrates Latin culture with the launch of the Wear Your Heritage web series. The campaign focuses on sharing the individual #SoyLatino stories of influential celebrities, athletes and community leaders and unveils what it is that connects them to their Hispanic culture.Much like a guayabera tells a story through its unique linen, colors and embroidery, the journey of each Latino is similarly marked by his/her country of origin and individual path. In honor of this journey, the Wear Your Heritage web series,  connects Latino icons such as famous cuban band Orishas, telenovela heartthrob Erick Elias, Univision’s Chef James, actors Gabriel Coronel, William Valdez and professional baseball players Jonathan Villar and Jose Berrios to their heritage. Throughout the series, influencers will tell the story of their upbringing, cultural background and how they are breaking barriers in their respective industries as Latinos. Stories of each influencer’s journey and childhood memories will culminate with how the Cubavera brand represents the Hispanic journey and lets individuals ‘wear their heritage’. The campaign includes a social component with a call to action for Latinos to share their stories with @Cubavera via the #SoyLatino hashtag.


  • Adobe

Software giant Adobe has launched its first U.S. media planning and buying agency review after more than a decade. Goodby Silverstein & Partners, the creative agency of record for Adobe since 2001, will not be affected by the review. The current review is said to concern only media and will therefore not affect GS&P’s creative responsibilities. It is not known which agencies will be competing for the business. Adobe spent about US$55 million on measured media in 2016 and US$27 million in the first half of this year, according to Kantar Media.





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!

  • Hasbro

Hasbro and NBCUniversal’s Telemundo and social media marketing agency Being Latino have closed an integrated Spanish-language media deal, Mediapost has reported. The deal includes a three-month campaign targeting Latina mothers, using Hasbro’s “Fun with Mom” messaging. The campaign began last October 23, appearing on Hasbro and Telemundo brand channels.Videos of Hispanic social media influencer Evesther will showcase moments with mothers and their children playing together and will highlight Hasbro products including Transformers, Play-Doh, Baby-Alive and Pie Face.The campaign will use the hashtag #MomentosConMamá to amplify social reach and receive additional exposure through NBCUniversal’s Social Synch offering.




  • BMW

German carmaker BMW has launched a review for its U.S. Creative AOR assignment, the has confirmed. KBS is the incumbent and has been invited to defend the account. In 2016, Interpublic Group’s UM retained BMW’s North American media planning and buying account after a review. The agency has also picked up media planning for BMW-owned Mini, after previously handling buying.BMW spent around US$200 million on measured media in the U.S. in 2016, according to Kantar Media.




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.

Get our e-letters packed with news and intelligence!