Dr. Pepper


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.


descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.he agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.Read More.

  • Dr Pepper

descarga (2)To continue its celebration of curiosity and individuality, especially among the Hispanic community, Dr Pepper hosted a private concert featuring Santos on Wednesday on July 15 as part of its “Dare to Discover” campaign. The exclusive event kicked  off the brand’s presence at this year’s Premios Juventud and dared fans to discover the unique flavors of Dr Pepper – and life in general. This month, Dr Pepper has chosen two outstanding students to receive US$75,000 in scholarships as part of the “Dare to Discover” campaign, which encourages Hispanic students to follow their dreams and reach for their goals. In addition to the scholarship announcements, the audience was also shown the inspiring stories of the upbringings, passions and aspirations behind each of the winners.Premios Juventud is a Spanish-language television show that celebrates Hispanic youth and recognizes artists in music, film, sports, style and pop culture.

  • American Airlines

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  • Target

descarga (4)Target is releasing half a dozen new spots starring social media influencers for back-to-school, its second biggest selling season.The effort includes a new tool called “School List Assist” and deals to make shopping easier for parents. The effort aims to establish Target as a one-stop shopping destination during the high-traffic period.”School List Assist” is a new tool on Target.com that provides a curated list of school supplies, which parents can order from online for home delivery or in-store pickup. The retailer worked closely with schools across the country to find the common items that parents will be looking for this back-to-school season.Target tested “School List Assist” last year in select markets and is currently running the tool in beta.The retailer tapped social media stars like dancer Maddie Ziegler — best known for Lifetime’s “Dance Moms” series and Sia’s “Chandelier” and “Elastic Heart” music videos — and EvanTubehd, who has a YouTube series about toys and gaming.Ms. Ziegler will star in a denim spot — airing in August — in which she performs alongside other young dancers to show off Target’s stretchiest denim.The effort makes Target the latest retailer to turn to young, online influencers for its back-to-school push. The six new Target ads begin rolling out on July 19 and each will focus on a different trend and promotion, such as buy-one-get-one offers on licensed products like Star Wars, MInions and Avengers merchandise, and 40% off jeans.The ads also feature a remake of the Jackson Five’s “ABC” performed by artist Tori Kelly, who has a strong following of her own on social media. The song will be available for download on Target’s website as part of a cause-related push. For every download, the retailer will donate US$5 in school supplies — up to US$3.5 million — to the Kids in Need Foundation, a charity it supported during last year’s back-to-school effort as well.Target will use social to highlight products and trends throughout the season. The retailer spent US$1.65 billion on domestic advertising in 2014, according to the Ad Age Datacenter.72andSunny led the campaign for Target, while LatinWorks developed Spanish-language ads for the push. Knock worked on the in-store advertising and Haworth handled media.

  • Nestlé

descarga (5)For Nestlé’s Coffee-Mate Natural Bliss all-digital campaign, the brand’s marketers took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.The basement of the coffee shop was the production unit’s mission control, as the Nestlé brand and its agency, 360i, watched the reactions of dozens of unwitting customers. Patrons were also surprised to find that coffee was free for the whole day.Nestlé and 360i created a one-minute, 33-second video and a 30-second clip to be pushed on Facebook, YouTube and other digital channels, with paid ads starting in the next few weeks and running through September. Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on social media with an au naturel strategy that’s slightly skewed toward millennial consumers.Lastly, Nestlé began teasing the ad on YouTube:


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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. 12  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!

NOTE: In last week’s Sales Leads Feature, we wrote that Orci is executing the digital media buys for the Honda Hispanic marketing campaign. That is wrong, MV42 is handling the social and digital media buys for Honda, not Orcí.

  • Oportun

Oportun, formerly known as Progreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, has announced the closing of a US $90 million equity raise.The financing round was led by Fidelity Management and Research Company. Morgan Stanley served as the placement agent for Oportun.Oportun charges lower fees and interest rates than widely available alternatives. Since its founding, the company has loaned over US$1.3 billion to more than 485,000 customers.The company announced in January that it will transition from Progreso Financiero to the name Oportun over the coming months as it shares the new name with customers and business partners. The name change will be completed by year’s end.

  • Dr Pepper

Ih3bg494_400x400Dr Pepper is boosting its marketing strategies to Hispanics consumers with a number of new or increased marketing programs including tie-ins with soccer star Hector Herrera. Larry Young, chief executive of Plano-based Dr Pepper Snapple Group, outlined several programs aimed at increasing his brands’ popularity among Hispanics.That includes bringing the Peñafiel brand of mineral waters from Mexico to more of the U.S. The drink, which comes in more than a dozen flavors, already is being sold in a few markets in six states including Texas, California and Illinois.The national rollout is expected to begin this month.During the summer, the company will launch a promotion featuring standout soccer players Tim Howard of the U.S. and Herrera of Mexico. The program will include retail displays with ties to the CONCACAF Gold Cup. The company also plans to give “7Up a face-lift that speaks directly to the Hispanic millennial consumer.”Another large marketing program aimed at a broader audience will feature characters from the Avengers movie on cans of Dr Pepper, Diet Dr Pepper, Dr Pepper Ten Cherry and Dr Pepper Diet Cherry. In 2014 the company spent US$473 million on marketing, advertising and sponsorships.Revenue for the year was US$6.1 billion, up from US$6 billion a year ago. (Read a prior article on Dr. Pepper’s Hispanic Marketing strategy).

  • HSN

lcR1bVlC_reasonably_smallMulticultural marketing agency, XL Alliance, will help interactive entertainment and lifestyle retailer, HSN, to expand its reach among America’s fastest growing consumer segment, the multicultural market.The partnership aims to accelerate one of HSN’s strategic objectives, which is to increase the brand’s relevancy by serving the needs of multicultural consumers, primarily Latinas and their families with great products and lifestyle content at a great value. In its new role, XL Alliance will execute a first-time integration of multicultural holidays and celebrations, into HSN’s mainstream programming, merchandising and digital properties. The agency will also develop cross-cultural vendor programs, facilitate total market talent partnerships, and support the curating of merchandising. To further personalize offerings that meet the lifestyle needs of diverse audiences, XL Alliance will implement targeted shopper and CRM strategies with a top-down championing of cultural competency and integration across all functional groups. The new efforts will continue to amplify and maximize HSN’s established partnership with Univision to have “through-the-line” awareness and engagement of the Hispanic audience.

  • Macy’s

Carat is Macy’s Media Agency.5c17fc87efe78e79be51dbbdbc71976a_reasonably_small The retailer is realigning its organization:




H07MNeT1_reasonably_smallMaria Cristina Rios, Director of Multicultural Media Strategy will shift to the role of Director, Consumer Segments – Multicultural. Her role will solely focus on creating strategies to retain and attract new multicultural customers and will report into Customer Analytics.

The responsibility of multicultural media strategy will shift to Linda Tran, Director of Magazine & Multicultural Media Strategy.

Tamara Weston, National Multicultural Marketing Manager, will stay in media in her current role and will now report to Linda Tran as a part of the new structure effective as of February 9.

  • Wells Fargo

N5L2uOTF_400x400Wells Fargo is in the midst of a review to consolidate its media- agency business through one of its primary partners, Omnicom (OMD) or IPG (UM).A decision is expected in late April.The move comes almost a year after Wells Fargo replaced longtime creative agency DDB with its Omnicom sibling shop BBDO after a review. At the time, the company said MRM will continue to lead digital creative, while OMD and UM will continue to serve as media agencies. Omnicom supports traditional media, and UM has handled digital media.Los Angeles based Acento Advertising handles Hispanic media. Wells Fargo is the 70th largest advertiser in the U.S., spending a total of US$610 million in 2013 on advertising and promotion, according to its 10-K. The company spent US$170 million in U.S. measured media in 2013,according to the Ad Age DataCenter, with more than half devoted to network TV, cable TV and digital display.

  •  Montejo

descarga (3)Montejo and Mexican rock band Maná have announced an official partnership that will make the Mexican lager the official Mexican beer sponsor of Maná’s nationwide concert tour set to begin in June 2015. This announcement comes on the heels of Montejo’s recent entrance into the United States in late 2014.As part of the official partnership with Maná and Montejo, additional sponsored activities will include: branded VIP areas at each concert stop, a consumer promotion where one fan will win a one-on-one experience with Maná, branded visibility in Maná music videos and a live concert event set to take place at a brewery in Mexico later this year.

  •  Boehringer Ingelheim

descarga (4)Boehringer Ingelheim Pharmaceuticals, Inc. (BIPI) has announced the launch of ‘Cuida tu Don,‘ a national public awareness initiative featuring legendary entertainer Mario Kreutzberger, better known as ‘Don Francisco.’ Kreutzberger, who has type 2 diabetes, will serve as an ambassador for the initiative and encourage Hispanics with type 2 diabetes to live a lifestyle conducive to staying healthy. ‘Cuida tu Don,’ translated as ‘Take Care of Your Gift,’ is aimed to engage, educate and inspire Hispanics with type 2 diabetes and their families. The initiative provides resources and information in three key aspects of diabetes – nutrition, fitness and treatment options – to the estimated 3.2 million Hispanics in the United States with the disease.One of the main areas of content on ‘Cuida tu Don’ is the webisodes in which Don Francisco, known for his candid interviews of celebrities, conducts an in-depth interview with a person living with type 2 diabetes. The website also shares videos with tips and advice from various experts like a fitness trainer, a nutritionist and Dr. Luis Salmun, executive director of health sciences executives at BIPI.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 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!

Join us at PORTADA Mexico!



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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com

  • ConAgra

conagraSpark has won ConAgra’s, the food and grocery products giant, media buying and planning account. Spark already held ConAgra’s digital media business, which it won away from MediaCom in 2011. Now ConAgra is again moving its approximate US $150 million ad spending account from incumbent MediaCom, which had handled the reins for more than 10 years. Spark continues to land new accounts after only two years of converting to a major full service agency. Last month it won the US $40 million REI account away from OMD. In the past year it has pulled in more than 15 new pieces of business with expenditures totaling US $800 million.

  • Mondelez

Mondelez plans to spend half its Ad budget on digital By 2016.Therefore, is expanding its social media campaigns to more “challenged” brands such as Trident and its other gums.According to the company’s North American president Mark Clouse, its digital platforms have proven to drive twice the ROI of traditional TV advertising. He pointed to an Oreo promotion on Twitter where free packs were given to the first 20,000 people who sent a tweet to a particular hashtag. He said the Oreo Facebook site has 35 million fans and social media has helped the brand double its sales two years in a row. Expanding ad dollars in digital to 50% in three years would be at the top end of the ad dollar shift.

  • Magna Global

Magna Global has committed about US $100 million of clients’ marketing dollars (including agencies like Initiative and UM) to Google properties, such as YouTube, the Google online display ad network and its mobile platform. It’s the first time Magna has struck such a deal with Google, which last year did similar deals with MediaVest and Publicis digital agencies. Following the deal, Magna gets access to Google ad research data.This deal is similar to that achieved by Starcom MediaVest Group made with Microsoft and its digital properties. All these deals are now including ‘first looks’ at consumer research from the digital platforms that will help the agencies better target their ads for clients.

  • Ram 1500

juanesram 1500The Latin Rock musician Juanes (photo) introduced Ram 1500 latest spanish-language commercial in their extended partnership on the “A Todo, Con Todo” (“To Everything, with Everything”) Spanish-language advertising campaign. The new TV spot featuring Juanes’ new hit single “La Luz” (“The Light”) is the final part of an ad series promoting the 2014 Ram light-duty truck centered on Juanes and his road crew.The new “A Todo, Con Todo” prominently features Juanes performing “La Luz” on stage while also focusing on his road crew’s efforts to set up for his concert “once the lights go out.” Juanes and his crew relied on the Ram 1500 to move heavy stage equipment from city to city so they can deliver fan-pleasing performances.The 30-second Ram spot, both continues the campaign’s emphasis on the values of hard work and determination shared by the brand and Latin cultures, and highlights the innovations of the 2014 Ram 1500.it also highlights the idea of how they have both worked together to deliver a performance for music fans and truck owners alike.Launched in December 2013, “La Luz” is Juanes’ latest single of the album “Loco De Amor,” scheduled for release on March 11, 2014.The Spanish-language Ram Truck TV ad will run nationally on the Univision and Telemundo networks.

  • Budweiser

rise one budweiserBudweiser launches “Rise As One” global marketing campaign on behalf of its sponsorship of the upcoming 2014 FIFA World Cup Brazil. As the official beer sponsor of tournament, Budweiser has designed a platform under the “Rise As One” thematic, which will serve to celebrate the moments that unite and inspire fans of the game around the world. Budweiser’s Rise As One campaign will be unveiled to a national audience with the first new TV spots breaking online on March 5, 2014, which will showcase the passion of fans across the world as they come together to celebrate the tournament. The campaign will have global reach through a unified platform including new television and out-of-home advertising, as well as local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup related content through strategic media partnerships, the details of which will be revealed in the coming weeks.Furthermore, Budweiser unveiled its unique packaging for the tournament, featuring the iconic FIFA World Cup Trophy coined in 1974.

  • Verifone 

ponte pa lo tuyoVerifone has launched a Spanish-language campaign to get New York City’s green taxis equipped with its proprietary payment systems. The message for the campaign is“Ponte Pa Lo Tuyo”, which in English would be would be “Get with it and start making money”. The campaign includes television, radio and print ads. There are a total of three television and radio spots produced by the Epic Sugar agency , and then broadcasted through multiple TV and Radio outlets in and around New York City. A asingle print ad creative will be advertised over the course of 12 weeks on El Diario in NYC.

  • Amazon

amazon&geicoAmazon signed a digital video ad deal with Geico. Geico, will be presenting sponsor for Amazon’s upcoming pilot season when a new group of series pilots produced by Amazon will be streamed through its Amazon Prime Instant Video service.Geico will run ads on the landing page and 15-second spots streamed before each series. The deal also includes ads across Amazon.com, on the Kindle Fire ‘wake’ screen and on Amazon-owned site IMDB.com.This ad deal puts Amazon in competition for advertising with other streaming video sites such as YouTube, Hulu, Yahoo and AOL, along with TV networks.

  •  Dr Pepper

los unicosTelemundo Media partners with Dr Pepper to celebrate one of a kind novella talent through a multiplatform campaign.The campaign is aimed at US Hispanics to celebrate Telemundo’s unique relationship with its talent. This partnership features a close look at the personal and professional lives of three Telemundo novela megastars, and their unique stories.The three “Unicos” are: Litzy, one of Mexico’s television and music stars; Carmen Villalobos, one of the most young telenovela actresses, who stars in the upcoming second season of “El Senor de los Cielos”; and Eugenio Siller, Hispanic television’s leading man and star of Telemundo’s new original production “Reina de Corazones.” This campaign is integrated and multifaceted, but everything spins around Los Unicos dedicated custom digital hub. Each of the three stars will be showcased in their own six-part Web series featured on the digital hub, which also includes custom co-branded banners, photo galleries and the ‘Rank It’ tool that lets fans comment on this campaign. The three stars will also promote their stories on their own social media sites and across Telemundo’s social-media pages. This campaign will receive support via on-air promotion during Telemundo’s “Un Nuevo Dia” morning show and its “Titulares y Mas” sports series, as well as through cross-promotional segments on Telemundo’s sister cable network mun2’s “Reventón” and “mun2 Pop.” Dr Pepper will be integrated in Telemundo’s prime time “Reina de Corazones” series, which will be supported by tune-in messages. Deutsch L.A. is the agency that developed the campaign’s English and Spanish versions for Dr Pepper. The multiplatform campaign includes a 2014 Dr Pepper and Telemundo co-branded calendar featuring 12 Telemundo superstars, which will be distributed by Dr Pepper as a gift, with purchase of Dr Pepper products.

  •  Nascar 

Nascar and ad agency Ogilvy & Mather, New York, will challenge the image of drivers as beer-guzzling good ol’ boys as part of a new brand campaign breaking during Fox’s telecast of the Daytona 500.This will be Ogilvy’s second big campaign for Nascar and will not have a tagline. Instead, all the spots will direct viewers to Nascar.com at the end.Ogilvy’s three new brand spots are designed to work together to promote Nascar’s new 2014 season. Mr. Johnson, Mr. Edwards and Mr. Kahne , riding bikes, jumping rope and kickboxing as well as shots of three of them and their respective race cars being prepped for the track. “Which is the machine?” asks the spot:

Another 60-second spot will focus on how kids see drivers such as Danica Patrick, Dale Earnhardt Jr. and Tony Stewart as “heroes.”Here is the spot:

The last an also 60-second spot called “Change” will highlight the evolution of the sport from its beginnings to billion-dollar present. The spot will feature clips of legendary drivers such as “The Intimidator” Earnhardt as well as a clip of the famous Cale Yarborough vs. Donnie Allison brawl at the Great American Race in 1979 that put Nascar on the map as national TV property. The “heroes and the villains” may change, notes the spot, but Nascar is still Nascar:


As nearly 50% of Nascar fans are women, the spots were first thought for this audience but also to appeal the male audience as well so as it had a serious tone too.

Read previous issues of Sales Leads!

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.


Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com

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.

    • Dunkin’ Donuts
      Dunkin' Donuts HispanicCoral Gables, FL – Miami, based Zubi Advertising has been assigned US Hispanic creative, account planning, and public relations responsibilities for Dunkin Donuts. Zubi will be responsible for creative, digital and social media, promotions, public relations, and other Hispanic campaigns for Dunkin’ Donuts. The account was previously held by Accent Marketing. Dunkin’ Donuts has an increasing focus on serving and marketing to the rapidly growing Hispanic community.  In 2012, the company launched an integrated Hispanic advertising and marketing campaign asking people, “Que Estas Tomando?” (What are you Drinkin’?). The Spanish-language campaign introduced the brand’s first Spanish tagline, “America Se Mueve Con Dunkin'”, which is the equivalent to the general market tagline, “America Runs On Dunkin’ “Dunkin’ Donuts realizes that marketing to ethnic groups has evolved to a broader approach that requires marketing to a multicultural nation,” stated Xavier Turpin , Director of Multicultural Marketing at Dunkin’ Donuts.


    • Napa Autoparts
      Autoparts PM Publicidad announced the launch of Napa Autoparts new bilingual advertising campaign, Pura Pasion, Pura Calidad. In an effort to increase brand recognition among bicultural Hispanics, Napa Autoparts is expanding its sports-related media mix to include TV, radio, digital platforms, search engine marketing and social media. Napa Auto Parts first ever bilingual television spot will leverage Hispanics’ passion for soccer and NAPA’s eight-year sponsorship of the men’s Mexican National Soccer Team to showcase the brand’s commitment to quality parts and service. ESPN Deportes personality Jorge Ramos, a spokesperson for the brand, will be featured in the ads to lend credibility and authenticity to the campaign, and will participate in retail activations across key markets. NAPA will also use Ramos’ image in POS materials.


    • First Response
      Yesterday (Monday February 18), First Response  for the first time, advertised its pregnancy test and ovulation prediction kit to a Spanish-speaking audience on television networks that included Univision, Galavision, Telemundo and MTV Tres. The 15-second version of the ad focused on the First Response Early Result Pregnancy Test and a 30-second version includes additional information on the First Response Daily Digital Ovulation Test. “We want to be where they are, in the language that they are watching,” Stacey Feldman, a vice president for marketing at Church and Dwight, the company that owns First Response, said of the Spanish-speaking audience. In addition to the television ads, the company will introduce a microsite, TheFirstResponseDifference.com, that will include coupons and frequently asked questions.


    • South Coast Air Quality Management District
      alPunto Advertising of Tustin, California has been awarded the South Coast Air Quality Management District (SCAQMD) Latino outreach account. The Latino outreach program is a comprehensive effort aimed at alerting Latinos of air quality issues and how to help improve it. The program calls for research, media, creative, digital, promotional and strategic elements, all delivered by alPunto under this contract.The Latino outreach effort starts this first quarter with research and planning and runs through the end of the year with a multi-level media effort.


    • Avocados de Mexico
      The Los Angeles-based organization plans a broadcast advertising campaign for the spring programs, designed to attract general market and Hispanic consumers, according to a news release from Avocados from Mexico. The program includes online advertising, social media efforts, consumer promotions and in-store merchandising.With a March launch, a retailer display contest is set during the college basketball tournament. APEAM has merchandising materials to help retailers create custom displays related to March Madness.As spring continues, a breakfast campaign is planned. Activities are scheduled to include a consumer sweepstakes on Facebook. A separate promotion to tie-in with an American Egg Board joint coupon is scheduled for April and will include online advertising.


    • Dr. Pepper

      Olivia Vela, Director of Multicultural Marketing at Dr Pepper Snapple Group
      Olivia Vela, Director of Multicultural Marketing at Dr Pepper Snapple Group

      “We’ll increase our focus on winning with Hispanics, capitalizing on their preference for flavor with strong national and local programming and a new feet on the street team dedicated solely to retail execution and local community involvement and activation,” Larry D. Young, CEO of  Dr Pepper Snapple Group, said during the company’s ‘ Fourth Quarter and Full Year 2012 Earnings Conference Call. Young added that “we’ll continue to focus investments to develop key low per cap markets behind brands, such as Dr Pepper, Canada Dry and Snapple.”. …I said earlier that we must reenergize the CSD (Carbonated Soft Drink) category, and the TEN platform can do just that. We’ll support this critical platform launch with a multiyear marketing program and strong activation in-store. Our media programming includes national and local TV, radio, online and out-of-home. Giving consumers the opportunity to taste these products is key, so we’ll give away over 1 million cans across the country and have targeted couponing programs to stimulate trial. Our in-store merchandising and point-of-sale will be supported with shopper programs, and our breakthrough graphics will help consumers easily identify and understand the platform. We’ll connect with the Hispanic consumer through our partnership with Lucha Libre, a popular wrestling association with strong Mexican heritage. (Interview with Olivia Vela, Director of Multicultural Marketing at Dr. Pepper Snapple Group).  


  • Alliance for Citizenship
    National leaders from the newly formed Alliance for Citizenship will lay out the principles and action plan to win a roadmap to citizenship for 11 million aspiring Americans. The campaign kick-off includes the first national Spanish language radio ad that speaks to the power of the Latino community that will influence the upcoming debate on Capitol Hill. Speakers will also announce the Power Up for Citizenship! action week to push for fast action on a bill that offers a direct path for citizenship, with a process that takes years not decades.As part of the “Power Up for Citizenship!” Week of action, events will be held in states around the country, including the home states of “Gang of Eight” Senators who are currently working on draft legislation.  State events will include leaders from Latino, Asian, and immigrant communities, as well as labor, faith and business leaders.

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.