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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 Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

 

  • Marriott International

Marriott International expects to expand its footprint in Mexico by more than 50% to the end of 2023, following a robust year of new signings.In 2018, the company signed 36 deals in the Caribbean and Latin America, including more than 2,300 rooms or close to 40% of total rooms in Mexico. With these new deals, Marriott’s total Mexico pipeline now has nearly 50 properties consisting of 8,000 rooms across the country—from Mexicali to Cancun, including key gateway cities such as Mexico City, Guadalajara and Monterrey and resort markets like Cancun, Los Cabos and Puerto Vallarta.As of Dec. 31, 2018, Marriott had 85 open properties in Mexico, representing about 34% of its 249 properties across 21 brands in the Caribbean and Latin American region.

 

 

  • Doritos®

Doritos®, one of PepsiCo‘s fastest growing global snacks brands, is putting the power of the “Spidey-Sense” in the palm of consumers’ hands through a global promotional partnership with Columbia Pictures’ upcoming summer release, in association with Marvel Studios, Spider-Man: Far From Home. In more than 35 markets around the world, Doritos will launch a global marketing campaign offering fans a chance to boldly embrace their inner superhero.The Doritos and Spider-Man collaboration will bring excitement to fans around the world. The fully integrated global Doritos promotional campaign will include on-pack design, in-store displays, TV creative, unique digital content and sweepstakes. Doritos packaging in markets across North America, Latin America, Egypt and Asia will feature exclusive images and thematic from the film, launching worldwide in early July.In more than 20 countries including Australia, Mexico and Colombia, fans will be able to snack on unique limited-edition Spider-Man: Far From Home themed Doritos that are the hero’s signature color – red.

 

  • Novartis

Novartis is holding a global review of its media planning and buying business, much of which is managed by Starcom. The Publicis Media agency has handled the account in various markets.It is unclear whether the process will involve reviewing the markets in succession or as one centralised global process.

 

 

 

 

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

 

  • Radisson®

Radisson®, one of the best-recognized hotel brands, announced the opening of Radisson Hotel Plaza del Bosque at Avenida Paz Soldán 190, San Isidro, Peru. Centrally located in Lima’s upscale San Isidro District, the hotel is surrounded by large corporations, historic sites, high-end shops and delicious restaurants. Radisson® is an upscale hotel brand that delivers Scandinavian inspired hospitality and enables guests to focus on a work/life balance and find more harmony in their travel experience.

 

 

 

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A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • https://pbs.twimg.com/profile_images/1022907060948627456/FN6y9l8B_400x400.jpgUS Open ladies’ champion Naomi Osaka is set to sign Adidas’ biggest clothing deal with a female athlete. According to The Times, the deal is worth an estimated $8.5 million annually.

 

  • The MLB will continue to commemorate Hispanic Heritage Month with a slate of events and efforts designed to spotlight the contributions to baseball by Hispanic and Latino players throughout the month of September. Initiatives include special MLB Network vignettes highlighting Latino stars, social and digital content across MLB’s bilingual platforms, and in-park Club celebrations around the league. MLB also presented new media platforms designed to provide real-time, quality content to the Spanish-speaking Hispanic and Latino audience.

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  • Baloncesto Suprerior NacionalPuerto Rico’s premiere professional basketball league, locked a partnership with WSC Sports, the leader in AI powered sports video content, for automated creation and distribution of video highlights. WSC’s machine learning technology enables BSN to automatically create video highlights and share them across digital and social platforms. This is a small way for WSC to give back to Puerto Rico, following the devastation of Hurricane Maria in 2017.

 

  • DoritosTwitchCon 2018 will see Doritos in the trenches, with the announcement of the Doritos Bowl on Oct. 27 in San Jose. The event will have top gamers competing in Call of Duty: Black Ops 4’s new battle royale mode, Blackout, anchored by Ninja, Shroud, CouRage, and DrLupo. On average, Hispanics play video games more often than Non-Hispanics (12 hours per week vs. 9 hours for Non-Hispanics), according to a 2014 Think Now Research study.

 

  • JBL is expanding its presence among NBA players and teams. In addition to welcoming back champion Stephen Curry, NBA All Star Andre Drummond and Kristaps Porzingis, JBL is adding Giannis Antetokounmpo as an ambassador. The brand also announced a partnerships with the Chicago Bulls and Miami Heat starting during the 2018-2019 season.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • Bromley Accounts: Western Union, NBA, Enterprise Holdings, Cheerios, Fiber One, Yoplait, Pillsbury, Totino’s Progresso

San Antonio based Bromley agency is closing. The shop is No. 22 in the top Hispanic agency ranking, with estimated revenue of less than $10 million. Bromley’s main accounts include General Mills brands, including Cheerios, Fiber One, Yoplait, Pillsbury, Totino’s, Pillsbury and Progresso. Agency execs interviewed by Ad-Age, said that many of those brands are likely to go to Casanova Pendrill and Conill, the Hispanic shops for General Mills’ main creative agencies, Interpublic’s McCann Erickson and Publicis Groupe’s Saatchi & Saatchi. One agency exec said that independent shop Grupo Gallegos might also get one of the General Mills brands. Bromley also handles Western Union, and just broke a campaign for its money transfers to Cuba in a series of TV spots shot in Cuba. It’s unclear where two other accounts, the NBA and car rental company Enterprise Holdings,  will land.

  • Levi’s

descarga (2)Levi’s has unveiled a new women’s denim collection that features a range of styles for different body types, including skinny cuts, shaping styles and curvy fits. The retailer is pushing the line with ads featuring Alicia Keys and other female musicians.The campaign is Levi’s largest-ever effort aimed at women since it debuted its first pair of women’s jeans in 1934. The campaign and the collection touch on the way women feel when they find the right pair of jeans, recognizing that the shopping experience is different than with men.As part of the effort, Levi’s aims to make it easier to shop for jeans and drive traffic in stores. The retailer has revamped its in-store signage and shoppers can make one-on-one appointments with a stylist at select locations.Levi’s is also partnering with PopSugar, a Multichannel Network, on a location-based push and working with cinema ad distributor NCM to retarget ads to moviegoers on their mobile devices within seven days of their visit to the theater.The broader campaign is a continuation of “Live in Levi’s,” created by FCB. The new effort is aimed squarely at women. Levi’s will also run a separate push for men.Ms. Keys stars in the launch spot, opening with the voiceover: “All women are badass.” In the ad, she revisits her hometown of New York City while creating her new song, “28,000 Days.” The 30-second ad will run on TV, cinema and online.The campaign, which includes digital, social, TV, cinema and print elements, also features Japanese drummer Kavka Shishido, American singer-songwriter Ryn Weaver and French-Cuban musical twins Ibeyi, who will star in digital videos.AKQA handles digital content creation for Levi’s. Levi Strauss spent US$28 million on domestic measured-media in 2014, according to Kantar Media. More than US$23 million of that was spent on the Levi’s brand.

  • Hillary Clinton’s Hispanic Campaign

HillaryBuzzFeed’s Adrian Carrasquillo writes about Hillary Clinton’s plans to lure Hispanic voters.”So far, the discussions have concerned engaging a national public relations firm to develop a national message for the Hispanic electorate, complemented by independent messages from statewide firms in a handful of key states like Florida, Nevada, Colorado, and North Carolina, according to multiple sources who have been briefed or were part of the meetings.”

 

  • Tecate

CJgSgYiUsAAcnT_Tecate kicked off its partnership with Chivas Del Guadalajara on Tuesday, July 7th; Chivas Del Guadalajara begun a special five game season – taking place in stadiums throughout California and Texas.This alliance with Chivas Del Guadalajara is part of Tecate’s sports engagement platform, dubbed, “Taste of Triumph,” which immerses bicultural Hispanic consumers 21 and older in the sports they love ranging from soccer and boxing to auto racing.The Chivas Del Guadalajara games take place during the summer pre-season in July, wrapping up with a final match in September in California, which will be announced in the coming weeks. The current schedule includes:

  • 7/7 (7:30pm) – Chivas vs. Club Leon – Raley Field (Sacramento)
  • 7/10 (8:00pm) – Chivas vs. Club Atlas – Chukchansi Park (Fresno)
  • 7/14 (7:30pm) – Chivas vs. Club Pachuca – Dell Diamond Park (Austin)
  • 7/17 (8:00pm) – Chivas vs. Rayados de Monterrey– BBVA Compass Stadium (Houston)
  • Etihad Airlines Group

AtBTnkRT_reasonably_smallStarcom Mediavest Group (SMG) has been named Global Media Agency for Etihad Airways Partner (EAP) airlines Etihad Airways, Alitalia, Air Berlin and Jet Airways. SMG landed the account after a formal review to consolidate the account and several agency networks were invited to pitch, including Etihad Airways’ incumbent agency Mediacom, OMD (incumbent on Air Berlin) and Universal Media. The incumbent agency on Jet Airways was Vizeum and Alitalia was Mindshare.EAP expects this appointment will save it money through SMG’s ability to deliver scaled benefits by aligning media spending power across key markets and to provide added value and centralized strategic advice and planning to meet the unique commercial needs of the airline grouping. In May, Etihad teamed up with Brand USA, a destination marketing organization for the United States, to encourage tourism to the USA from points across its extensive global network as well as launched a premium Twitter channel. EAP also promoted Universal Pictures’ Fast & Furious franchise with the Fast & Furious 777 branded plane.  Etihad Airways began operations in 2003, and in 2014 carried 14.8 million passengers. From its Abu Dhabi base, Etihad Airways flies to 111 existing or announced passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas.

  • Doritos

descargaDoritos is running its first mobile-only campaign, featuring 3D video content in order to promote its new Doritos Jacked flavor. To view the content on their smartphones, people need to purchase a bag of the new, limited-edition flavors, Jacked 3D Bacon Cheddar Ranch, or Jacked 3D Jalapeno Pepper Jack, visit www.Jacked3D.com, scan one of the snack chips (as opposed to using a code on the bag or elsewhere), and wear a pair of the Jacked 3D glasses. The glasses are available with purchase at select retail locations across the country, or by contacting Frito-Lay consumer affairs for a free pair. (All 3D videos will also be available in the standard 2D format.)The content includes exclusive videos by YouTube star Freddy Wong, Vine star Zach King and BMX master Tim Knoll. The site will also offer a 3D video-clip preview from the indie band PPL MVR. In addition, starting July 6, visitors can access a preview trailer of “Sharknado 3” (to premiere on July 22 on Syfy) that includes exclusive content.The new Doritos Jacked flavor be available through Sept. 18.

  • Miller Lite

descarga (1)Miller Lite is showcasing Latin music artists by extending the Conciertos Originales music series to Miami. Consumers will have the chance to enjoy a free-ticketed concert experience with two of the biggest urban Latino artists: J Alvarez and Chino y Nacho. Conciertos Originales will take place at the Fillmore Miami Beach at the Jackie Gleason Theater, starting with J Alvarez on July 15 and followed by Chino y Nacho on November 11.Conciertos Originales will return to Miami in November with Latin GRAMMY® Award-winning Venezuelan duo Chino y Nacho.

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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 25 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!

  • Nissan

nissanNissan has launched the national ad campaign “The Most Exciting Car Brand Celebrates the Most Exciting Sport,” to celebrate World Cup fever and give U.S. Hispanic consumers opportunities to cheer on their teams. The Spanish-language spots feature Nissan vehicles as the tools helping consumers bring the excitement of the summer soccer games. Both versions of the spot close with the English-language phrase, “Innovation that Excites,” a reflection of bicultural consumers’ tendency to be comfortable with both languages. The spots will run on national networks from June 12 through July 13. The first one,  entitled “Goal Trip,” features brand aficionados Diego and Rafa throughout their scenic road trip from New York to Brazil. The second , “Face-Off,” portrays cars facing off against enthusiastic soccer fans as they race to the stadium for the big match.

  • Coca-Cola

descarga (5)Coca-Cola has taken over Nascar and Yahoo Sites for the Fourth of July as part of its sponsorship of the 56th annual Coke Zero 400 race at Daytona International Speedway the past weekend. Coke Zero spokeswoman Danica Patrick will advertise the soda at the event and through digital ads that target sports fans, which will drive traffic to the summer campaign’s microsite.Via a microsite, consumers can swap out the logos and then share the content via Twitter, Tumblr, Facebook and Instagram. Mobile ads and pre-roll video from a TV spot were parts of the marketing mix.

  • Wendy’s

descarga (3)Wendy’s Pretzel Bun , one of Wendy’s most popular items in more than a decade , is coming back together with two hits of the late ’80s and early ’90s featuring R&B group Boyz II Men and Jon Secada.The pretzel bun will be available nationally by July 4. TV ads will launch July 7 simultaneously and will run for about six weeks. In the TV spot, created by Publicis Kaplan Thaler, Wendy’s Red character is shown regretfully walking around thinking about the Wendy’s pretzel bun to a performance of Mr. Big’s “To Be With You,” a popular song from 1991.Boyz II Men will make an appearance in Times Square July 9, where they’ll sing some pretzel love songs.To appeal Hispanic audiences Wendy’s will be using singer Jon Secada , who will appear in a national Hispanic TV spot and a digital “love song” video. WPP’s Bravo was in charge of the Hispanic work.

  • Burger King

images (1)Burger King is launching a short film on YouTube in support of the Lesbian, Gay, Bi-Sexual and Transgender community. The film shows clients of a Burger King along the San Francisco Pride Parade route who were surprised to open a Whopper wrapped in rainbow-colored paper with the message “we are all the same inside.” Burger King has also recently changed its slogan from “Have It Your Way” to “Be Your Way”, which according to senior VP of global branding, Fernando Machado, is meant to send the message that “as a brand, we welcome everyone.”

  • Doritos

dorito-tweetDoritos is rolling out the new “Cheesy Doritos” nationwide at 7-Eleven stores in the form of “Doritos Loaded” hot snacks. In social media, they’ve already been labeled “inside-out nachos.” These snacks are aimed at Millennials in search of low-budget, high-flavor eats. For 7-Eleven, it’s a way to attract younger consumers .With a secret seasonings, the new line contributes to building PepsiCo’s growing Doritos empire. The snack is stuffed with three kinds of cheese: American, cheddar and Romano.

  • Merkle

merkleAgency Merkle has bought privately-held RKG, a search and digital marketing agency based in Charlottesville, Va. This is Merkle’s second digital agency acquisition this year, following the acquisition of Chicago-based creative communications agency New Control.Terms of the deal were not disclose. Merkle plans to maintain RKG’s staff of 220 and bring the executive team onto its management team.However, it employed over 2,000 people before the acquisition. RKG works with clients like Express, Urban Outfitters and Drugstore.com, among others.

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!