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Fortune 500 world-class leaders of The Walt Disney Company, Nike, AT&T, Home Depot, Bank of America, Cisco, Sony Pictures Entertainment and PayPal confirmed to attend L’ATTITUDE 2021.

The global CEOs of The Walt Disney Company, Nike, AT&T, Home Depot, Bank of America, Cisco, Sony Pictures Entertainment and PayPal will take the stage at L’ATTITUDE 2021, presented by Bank of America, to discuss how the New Mainstream Economy, led by the U.S. Latino Cohort, is driving sustainable economic growth. National media, A-List celebrities, entrepreneurs, and elected officials will also contribute to the dialog at this year’s event, set to take place in San Diego, CA from September 29 to October 2, 2021.

Boasting more than 30 sessions over the course of four days, L’ATTITUDE is a ground-breaking initiative creating a national town hall of the nation’s best and brightest. In partnership with top-tier media outlets such as MSNBC, CNBC, the Wall Street Journal and Dow Jones MarketWatch, this year’s event is expected to be the biggest in its four-year history.

World-class CEO
Sol Trujillo, co-founder of L’ATTITUDE

“In the wake of the global pandemic, it’s never been more critical to unlock exponential growth,” said Sol Trujillo, iconic business leader and co-founder of L’ATTITUDE. “History and data indicate the U.S. economy cannot fully rebound without the Hispanic cohort continuing its economic leadership role, and we’re thrilled to welcome a long list of distinguished business leaders and sponsors who recognize this path towards economic prosperity. We are eager to spark a dialogue, provide real market examples of success, and translate discourse into action.”

Among the CEO attendees confirmed to participate in L’ATTITUDE 2021 are:

  • Bob Chapek, CEO, The Walt Disney Company
  • John Donahoe, President and CEO, Nike, Inc.
  • Almar Latour, CEO, Dow Jones
  • Craig Menear, Chairman and CEO, The Home Depot
  • Brian Moynihan, Chairman of the Board and CEO, Bank of America
  • Chuck Robbins, Chairman and CEO, Cisco
  • Dan Schulman, President and CEO, PayPal
  • John Stankey, CEO, AT&T
  • Tony Vinciquerra, Chairman and CEO, Sony Pictures Entertainment

Apart from the headliner CEO’s participating at L’ATTITUDE 2021, attendees will have the opportunity to meet the most powerful Latinas in America today, along with emerging entrepreneurs making a difference in the worlds of business, finance, entrepreneurship, politics, and Hollywood’s biggest celebrities.

Among the programs featured at this year’s event, those that attend will be the very first people in the country to learn about the latest news from special reports being unveiled nationally, including:

  • The LDC U.S. Latino GDP Report with the latest and highly anticipated data about the economic output of our U.S. Latino cohort, which could move up even higher than in the last report where it ranked as the eighth largest economy in the world (if it were a country).
  • The LDC Media Report where Hollywood and our country’s leading media and entertainment companies are rated regarding their progress in featuring diverse U.S. Latino talent, both in front of and behind the camera.
  • The 2021 State of Hispanic Wealth Report from NAHREP (National Association of Hispanic Real Estate Professionals) that provides the business and finance communities with invaluable insight into Hispanic participation in homeownership, small business development, and wealth building.
  • A special report from ALPFA (Association of Latino Professionals for America) on America’s 50 Most Powerful Latinas
  • The LDC Perception of Latinos in America Report provides a national platform for calling attention to the latest facts and data about the Latino brand and false stereotypes, but also for stimulating action-oriented discussion about how to catalyze the full economic potential of the U.S. Latino community in the New Mainstream Economy.
  • HITEC and LDC 2021 Latinos in Technology is a report that will shed light on U.S. Latinos in tech – from the classroom to the board room – and they are leading the way in the usage of new technology and are helping build new advanced technologies.

L’ATTITUDE annually leads the way in introducing the world to emerging U.S. Latino entertainment talent, and this year’s exclusive performances will be headlined by two world-famous artists during the Friday Night Gala and Saturday Night Live Concert. With more details to come, these exciting shows will be curated by international producer and multi-Platinum GRAMMY-winner Emilio Estefan, a partner in the event alongside globally-renowned business executive Trujillo, and Gary Acosta, L’ATTITUDE co-founder and CEO of NAHREP (National Association of Hispanic Real Estate Professionals).

“U.S. Latinos are the most prolific entrepreneurs in the country, and small business growth will be one of the key topics at this year’s event,” added Acosta. “From catalyzing small business growth, to showcasing the most powerful Latinas, to sparking the next wave of Latino tech entrepreneurs and innovation, L’ATTITUDE truly offers something for everyone.”

The L’ATTITUDE agenda will include breakout sessions, small group presentations, and special programs, including:

  • LATINXT, where you’ll meet the next generation of U.S. Latino talent in Business and in Entertainment.
  • Latinas with L’ATTITUDE, presenting in collaboration with ALPFA, this year’s 50 Most Powerful Latinas
  • Match-Up, an exclusive national competition where U.S. Latino entrepreneurs will vie for over $10 million in capital investments to grow their enterprises.

To learn more and register for the event, visit www.lattitude.net.

 

Marcus, Eddie Bauer,Estrella Jalisco, Corporate Spending Innovations, SIA Scotch Whisky… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Marcus (Goldman Sachs)

MarcusGoldman Sachs’ Marcus consumer banking arm is launching its biggest advertising campaign since its launch in 2016. Advertisements for products including Marcus Loans and Savings will include upcoming products such as Marcus Checking. In the new campaign, Marcus will be touted as a one-stop consumer banking platform suited to people’s spending, borrowing, savings and investment needs. The campaign launched last week is the latest version of the bank’s “You Can Money” campaign and draws heavily on humor. The ads featured Hollywood actress Rosamund Pike taking a dig at other banks’ benefits like free pens and coffee, and annual percentage yields that are four times the national average. The campaign’s first two ads promote Marcus’ loan and savings products; Goldman said future ads will highlight its “robo-advisory” service Marcus Invest and MarcusChecking, which is set to launch later this year. The company said the campaign is for the first time making more use of digital channels such as connected TV versus traditional channels. The bank expects to spend twice as much as it has for previous campaigns. According to Kantar, Goldman Sachs spent more than US $28 million on advertising (excluding social channels) for Marcus in 2020.

  • Eddie Bauer

Eddie BauerEddie Bauer launched a Gear Rental program.  Through its partnership with Arrive Outdoors, it launched aq camping gear and outdoor product rental business. The program is designed to make the outdoors accessible to people who want to head outside but may not have the equipment needed. Customers can log onto the brand’s website and reserve men’s and women’s apparel and gear such as backpacks, sun shelter tents, sleeping bags, and headlamps for a specific number of days. The order is then sent via FedEx to their homes, offices, or hotels or can be picked up at local FedEx facilities. A free return label is included with every order that needs to be dropped off at a FedEx office when being returned. The program is a brand-new initiative to overcome common barriers to adventure — namely, budget constraints and convenience. “Rentals offer consumers unique opportunities to try items before they commit to a large purchase, secure quality gear for a once-a-year trip when they need it, or try a new activity altogether,” the brand said in a press release.

  • Colombe Coffee Rosters

La Colombe Coffee RoastersLa Colombe Coffee Roasters, a premium, specialty coffee roaster with 34 cafes nationwide, unveiled its summer integrated marketing campaign to celebrate increased national distribution of its beloved ready-to-drink (RTD) Draft Latte product. The summer campaign is a multifaceted strategy, including media, field & experiential, PR, and merchandising, designed to build brand awareness for the La Colombe Draft Latte among the coffee curious in key markets. La Colombe used key points of distribution and worked alongside New York City-based media agency, Big, and their proprietary market and media planning team, to identify three key markets to roll out the campaign – Los Angeles, Chicago, and D.C. La Colombe’s in-house creative team partnered with Brooklyn-based StarFish to create video ads. As part of the summer advertising campaign, La Colombe’s field marketing team will hit the road for a 3-month cross-country tour, beginning in July in New York and ending in September in Los Angeles. The team will be traveling in a branded RV that reads, “Cruising on Cold Brew Day Dreams,” surprising and delighting people with Draft Latte at retail stores, national parks, hospitality partners, universities, etc. The taglines, Taste Your Frothy Cold Brew Dreams, A Cloud of Cold Brew Daydream, and Frothy Boost of Cold Brew Joy, speak to the aspirational drinking occasion. Whether it’s a strong morning run, check-in from a friend, or a delicious Draft Latte, this campaign is designed to embrace moments that elevate the mind and mood of the consumer.“If you love cold brew and cold lattes, you will want to grab a Draft Latte after you see the deliciously frothy creative,” said Kathryn O’Connor, SVP of Brand, Marketing, and eComm for La Colombe.

  • AB-InBev

AB-InbevVaynerX, a division of Vayner Media, announced the launch of a new project, VaynerNFT focused on Non-Fungible Tokens (NFT). With the announcement, VaynerNFT signed on  Budweiser’s parent company AB InBev.  VaynerNFT will serve as the ‘NFT agency of record’ for Budweiser, a first-of-its-kind agency representation deal for a brand as large as Budweiser. VaynerNFT will serve as consultants for strategic NFT integration for brands. The team will look to be NFT projects that have long-term value, expand new revenue streams that leverage IP and owned assets, and create unique value-adds for NFT holders. “At AB InBev, we’re always looking for new ways to innovate and provide the best experience for our consumers,” stated Head of Global Brands for AB InBev, Richard Oppy.

  • Estrella Jalisco 

Estrella Jalisco

Estrella Jalisco, the Mexican beer brand with more than 100 years of brewing tradition, is making summer 2021 the most flavorful yet with the introduction of its new Classic Michelada, an expansion of  its line of canned michelada offerings. Featuring a 3.5% ABV, the Classic Michelada is made by blending a Mexican-style lager with Clamato and lime juice to create a refreshing balance of sweet, savory and spicy that tastes just like a traditional michelada should.To celebrate the new flavor, Estrella Jalisco is teaming up with modern media company, Tastemade, and a lineup of award-winning chefs to introduce ‘Michelada Mondays,’ a chance for fans to win prizes and enjoy delicious new recipes. As part of ‘Michelada Mondays,’ Estrella Jalisco is commemorating our return to togetherness by encouraging people to take time off. Over the next few months, Estrella Jalisco will pay five lucky fans to take a Monday off work – and deliver a Michelada-inspired feast curated by Tastemade partner, TV star and cooking competitor, Chef Maria Mazon. Winners will also receive exclusive access to a virtual cooking class hosted by Chef Mazon. Estrella Jalisco is giving fans everywhere the chance to create their own ‘Michelada Mondays’ at home with help from Tastemade. Together, they’ve developed a collection of michelada-inspired recipes and are offering a complimentary three-month trial of Tastemade+, a subscription video-on-demand service featuring ad-free, premium lifestyle programming. Fans will be able to access the recipe content and trial by scanning the QR code on the back of all Classic Michelada cans. Recipe content, along with other co-branded programming, can also be found at https://www.tastemade.com/estrella-jalisco/ anytime and across Tastemade and Tastemade Español social channels throughout the summer.

  • Corporate Spending Innovations 

Corporate Spending Innovations, an Edenred Company, and leader in business-to-business payments automation, announced that it has completed a major upgrade of its visual identity, branding and launched a new website. The rebranding effort was prompted by a desire to bring the company’s website in line with the company’s future-forward mission.Founded almost three decades ago, Corporate Spending Innovations first established itself in North America with fleet cards. Since then, the company has built new solutions to service new industries, and unlocked opportunities in new territories across the continent. With a design lead by Mayday, a New York-based agency with expertise in FinTech, the new brand and website succeeds in visualizing three strategic goals for Corporate Spending Innovations: to expand globally, to set the future of corporate payments and to deliver a tailored experience.With this shift in branding and new website launch, Corporate Spending Innovations is pressing on its mission to define and build the future of payments.Corporate Spending Innovations provides innovative payment solutions to world-leading brands with their highly secure corporate payment solutions. CSI customers can automate 100% of B2B payables including virtual credit card, ACH, check, or foreign exchange with cross-border payments settled in local currency. CSI is a certified Mastercard processor and has obtained Visa Ready for Business Solutions approval.

  • SIA Scotch Whisky 

Carin Luna-Ostaseski and group

In the United States, multicultural entrepreneurs have reportedly received only a 2% share of venture capital annually over the last decade.[1] SIA Scotch Whisky, an award-winning spirits brand founded by a first generation Hispanic entrepreneur, is looking to help bridge this gap by partnering with celebrated activist, actor and producer Wilmer Valderrama to launch The Entrepreneurial Spirit Fund by SIA Scotch. Spearheaded by SIA’s founder Carin Luna-Ostaseski and inspired by her journey of building the brand from the ground up, this initiative aims to challenge conventions and inspire others to achieve the unexpected.This disruptive new grant program will deploy a quarter of a million dollars to multicultural small business owners in need of support, especially after the additional challenges they face because of COVID-19. It will also offer recipients access to mentorship opportunities with SIA’s founder, who is one of the first Hispanic people in history to create a Scotch Whisky, and who faced a myriad of challenges during her own entrepreneurship journey.The Entrepreneurial Spirit Fund by SIA Scotch launches in partnership with Hello Alice, a free online platform that guides business owners through the growth of their company and matches individuals with the resources to make their dreams a reality.The Entrepreneurial Spirit Fund by SIA Scotch will award US$10,000 grants to 25 qualifying entrepreneurs who self-identify as people of color, for a total of US$250,000. To apply, visit siascotchfund.helloalice.com. To be eligible, the business owner must be a citizen or legal permanent resident of the United States, 25 years or older, and must operate in at least one of the following states where SIA is sold: California, Florida, Illinois, Nevada, New York and/or Texas. 

  • Mirror by Lululemon 

At-home fitness company Mirror, recently acquired by Lululemon, has named Known its first agency-of-record, Adage reports. Mirror has appointed agency  Known following a pitch process. Founded in 2020, Known works with big-name clients such as Amazon, Microsoft and Beyond Meat. Knowm  will provide growth strategies, creative branding, media planning and buying, according to Known President Ross Martin.New marketing, including on linear TV, audio channels, out-of-home and social search and digital display, will debut in October. Known’s appointment marks the first time Mirror has designated an agency of record.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • AHLA & AHLA Foundation

To help fill thousands of open hotel jobs and communicate the benefits of a career in the hotel industry, the American Hotel & Lodging Association (AHLA) and its charitable giving arm, the American Hotel & Lodging Foundation (AHLA Foundation) announced a new advertising campaign across five major hotel markets.The new advertisement will run until early August on digital platforms, radio and in print in select markets.With leisure travel resuming, the hotel industry needs to fill thousands of open positions to meet an uptick in consumer travel demand. To entice more workers to join the industry, hotels are offering employees more competitive pay, flexible scheduling, and additional benefits, including paid time off, health care benefits, retirement savings and more. With open positions in housekeeping, management, food and beverage, guest services and more, hotels also provide transferable skills that allow for career opportunities around the globe.The hotel industry offers 200 different career paths with transferable skills that allow workers to move across positions throughout the global hotel industry. To help associates advance in their careers, the AHLA Foundation awards nearly US$100,000 in professional development scholarships each year and offers two registered apprenticeship programs, which combine on-the-job learning with related education to help associates advance and earn a fast-track to a raise and promotion. The AHLA Foundation also awards US$1 million in academic scholarships each year and works with over 70 affiliated schools.The HotelsareHiring.com portal will provide resources for job seekers to help them learn about a career in the industry and apply for open jobs.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • National Pork Board 

Inspired by the traditional Latino cookout, or asado, The National Pork Board launched Menú Urbano OUTDOORS, a campaign that will take consumers on a culinary journey from coast to coast, to share the best grilling recipes that give flavor to our summer cookouts. Leveraging key summer holidays, Menú Urbano OUTDOORS will focus on two cities with the largest Hispanic population, New York and Chicago, to showcase the different flavors that have been inspired by the Latino communities that represent each destination.Menú Urbano OUTDOORS aims to offer a fresh take on this summer’s grilling season with a series of fresh, delicious, and easy-to-make recipes with pork as the main ingredient. Menú Urbano OUTDOORS will encourage consumers to explore the endless flavor possibilities pork has to offer for the summer season and beyond. The campaign, launching just in time to kick off this year’s grilling season, is a continuation of the original Menú Urbano campaign that launched in late 2020 to find the best pork-centric street food in select U.S. cities.As part of Menú Urbano OUTDOORS, the National Pork Board has again enlisted M exican TV personality Karla Martínez as spokesperson, along with two Latina content creators who will share their favorite grilling tips and recipes to showcase what a traditional cookout, or asado, looks like for them and their families.Menú Urbano Outdoors influencer partners include: Natalia Saenz , chef and fitness influencer, known for her nutritious and delicious recipes, and Karen Delgado , a Mexican food blogger and YouTuber known for her quick and easy recipes.The recipes of Menú Urbano OUTDOORS are ideal for summer holiday cookouts and gatherings and were developed with convenience and flavor in mind.According to NPB proprietary research , 79% of Hispanics cook meals to retain a connection to their native culture and 62% say they prefer food that reminds them of their family’s traditions. In addition, 62% of Latinos agree that “healthy means fresh to me.” 

 

Dynamic Creative Optimization (DCO) can be a major contributor to the performance of advertising campaigns. In this article we analyze DCO campaigns that Digo Hispanic Media has been developing for its clients.

This Thought Leadership article is presented by Digo Hispanic Media.

The same creative is used way too often by advertisers for their target audience without being adapted for each audience segment. With Dynamic Creative Optimization (DCO) messages become scalable and relevant for the target audience. According to Google, developing the right creative for each audience segment is crucial as 70% of the performance of a campaign is driven by the creative.
DCO also generates data that helps advertisers capitalize on short term opportunities. These data insights then can be incorporated into messaging in real time. Advertisers can use multiple messages with the consumer to test creatives and optimize their performance. Using DCO in a programmatic campaign allows to test and use multiple creatives without the hustle of uploading hundreds of banners. Dynamic Creative Optimization also allows to increase operational efficiency by reducing time spent on production, tracking and reporting.

What is Dynamic Creative Optimization

Dynamic Creative Optimization (DCO) is the use of data and logic to control which creative message shows in real time to provide users with the most relevant creatives at the exact time they are exposed to advertising.

The main components of Dynamic Creative Optimization are:

  1. Dynamic shells outline how dynamic content will render: Outline of the ad structure, image, CTA , feeds etc.
  2. Feeds power the creative with dynamic data.
  3. Dynamic profiles. A decision tree that follows rules between different elements and content.
Digo Hispanic Media ran a DCO retargeting campaign for a major retail client with an eCommerce site from March 1st to April 30th 2021. During this period, the campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads with general messages, Krystan Trinta, AdOps Director and Alexandra Rodríguez, Sales & Marketing Director at Digo Hispanic Media tell Portada. 

This advertising-technology has become even more important during the pandemic, making users more exposed to ads as they crave for more personalized messages based on their behavior. Purchases made through eCommerce increased by 34% consequently making advertisers expand their retargeting budgets and the use of DCO to shorten the gap between items left in a cart and their conversion into actual purchase.

Asked what elements are particularly important in DCO when it comes to target the Hispanic consumer, Trinta and Rodriguez answer: “Language. Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.”

Although most U.S. Hispanic consumers are bilingual, the brand should understand that it is important to speak in their language, even if it is Spanglish, to increase brand recall and consideration.

Dynamic Creative Optimization: An Example

Digo Hispanic Media’s retail client provided the feed to connect automatically to the creative assets via Google Studio. Google Studio is a Google Marketing Platform tool focused on creative development. In  Google Studio, the feed is then assigned to a profile which includes rules about what elements are going to be dynamic in the ad shell and which ones are constant. After the profile is set up, the creative shell is generated in Google Web Designer (GWD) where it connects to the profile in place. Here the creative gets connected with the feed activating the dynamic elements assigned on GWD based on the rules in Studio. After this, the creative is then previewed and tested to see if it’s properly calling all of the elements in the feed.

The campaign achieved an average increase of 90% in conversions vs. a regular retargeting campaign with display ads.  

Audience Segmentation

The main rationale behind using Dynamic Creative Optimization in a campaign is the audience segmentation and the opportunity to serve different messages to different people in a programmatic ecosystem without the need to develop multiple display creatives. “We can use data for DCO campaigns like: feed data from an eCommerce site, price range of products, previous engagement with the e-Commerce site, data of weather conditions, their geolocation, data based on their buying behavior on the eCommerce site, and others that are easier to access in the online environment,” Digo Hispanic Media’s Rodriguez notes. “For instance, if the user bought an item 2 weeks ago, with DCO we can recommend other related products. DCO is also available through other channels like DOOH (Digital Out of Home) and CTV, but some of these may require more complex technology integrations which may not be available in some countries,” Rodriguez adds.
Other Dynamic Creative Optimization use cases include remarketing of last viewed product, cart abandonment and multi-language creatives for global brands. In addition, remarketing based on search allows you to show personalized ads to users on the advertisers remarketing list based on their journey in your website.

Digo Hispanic Media is offering 20% off your first Dynamic Creative Optimization Campaign, Register here.

Red Bull, Tajín, Marriott, LinkedIn… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Red Bull 

red bullRed Bull has named Omnicom Media Group‘s PHD as its new media agency for North America, Mediapost reports. Publicis´ Starcom USA was the incumbent since winning the account in 2018.Red Bull spent an estimated US$128 million on media in the U.S. in 2020, according to COMvergence.

 

 

 

 

  • Tajín

Tajin
Tajín Mild Hot Sauce

In its quest to continue expanding its product portfolio, Tajín International Corporation is expanding its efforts for its Tajín Mild Hot Sauce and Tajín Fruity Chamoy Hot Sauce, to compete in the growing hot sauce category.According to the new report by IMARC Group, the global hot sauce market will reach US$ 5.9 billion by 2025. This growth in the demand has been influenced by the increasing popularity of Pan Asian and Latin American cuisine, and by today’s consumers who are becoming more adventurous with food and like to try new and different flavors.Tajín aims to make these two sauces as equally popular as its Tajin Clásico seasoning with its chili-lime flavor, while competing in the hot sauce category with a mild heat level.Tajín will accompany the launch with a marketing campaign that demonstrates the different ways consumers can use the sauces to enjoy their favorite snacks – the saucy way to TajinIT! Tajín Mild Hot Sauce and Tajín Fruity Chamoy Mild Hot Sauce are available now at select grocery stores and on Amazon.

  • Marriott

marriottMarriott BonvoyMarriott International’s travel program and marketplace—is pursuing a post-coronavirus leisure traveler in its biggest advertising campaign yet. Marriott Bonvoy and Pinterest teamed up for the latest activation in Marriott’s broader “The Power of Travel” campaign, a multiplatform investment across streaming platforms like HBO Max, Amazon Fire and Disney+, social platforms like TikTok and Pinterest and even gaming platforms like Twitch. With its latest campaign, Marriott Bonvoy is still having to adapt to a new travel landscape and  is calling on the world to embrace the transformative power of travel as a vital pathway to growth, healing, and unity. With its new campaign, the company is moving away from its traditional business-traveler consumers and instead shifting platform spend to appeal to younger and leisure-focused travelers.Marriott Bonvoy and Pinterest worked together to created out-of-home digital billboards highlighting Pinterest’s travel data in two Soho storefronts, as well as a four-question in-app quiz that guides would-be travelers to their dream trip. The billboards display real-time travel data from the social media hub highlighting what travel terms people are searching for, as well as a QR code that leads consumers to the quiz on Pinterest’s mobile app. This partnership was the first to use Pinterest’s technology in an out-of-home placement.Over the past two months, Marriott has invested in digital media — from shoppable CTV on Hulu Gateway Go to a 27-influencer-large campaign on TikTok. Going forward, the hospitality group will enter gaming, both in in-game ads and through a partnership with Twitch. The campaign aired during the NBA Finals, and also symbolically during the Olympics, the world’s biggest stage for global unity and connection. Additional efforts span globally over the next few months across streaming and key collective viewing moments on television, in-flight entertainment, digital, social, and out of home placements to spark community and connection.To reignite the spirit of travel, people around the world are invited to join the conversation and connect with one another by sharing their memories of how #TravelMakesUs on Instagram and TikTok.

 

  • LinkedIn 

linkedinLinkedIn has appointed Golin as its global social media agency of record.Golin will “unpack rich insights” to better understand LinkedIn’s members as well as use social listening to create relevant and cultural conversations that matter, according to a LinkedIn post. The agency will also work with LinkedIn to build engaging communities through attention-grabbing earned-first content, one-on-one dialogues and more.LinkedIn’s mission is simple: connect the world’s professionals to make them more productive and successful. 

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • NEOU

NEOUNEOU, the live streaming and on-demand fitness and wellness marketplace that offers content and experiences from over 100 studios and instructors, announced that they will now offer Spanish-language on-demand fitness classes. The company announced the addition of Portuguese-language classes earlier this year, and is excited to continue to expand its footprint in the global market.The new Spanish classes will be available worldwide on the NEOU app. Class types for this content will include barre, yoga, and bootcamp, with plans to scale into other fitness genres in the future.NEOU has raised over US$40 million to date, and has a mission to bring the highest quality fitness and wellness content to everyone. The platform offers a seamless user experience and curated library of classes from a variety of fitness concepts and modalities, including HIIT, meditation, yoga, Pilates, nutrition, strength training, kids, and more.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Tony Little

Bluewater, a DTC marketing, and advertising agency announced today that it is helping to support female consumers’ renewed motivation for an active lifestyle, by teaming with Tony Little to launch Cheeks®‘ three new styles of shoes.A focus on wellness is more important than ever and consumers across the U.S. agree, with 64% saying health and fitness are priorities in 2021, according to a recent McKinsey study.To that end, Little is launching these new styles of shoes: The All-Terrain is a mix between a trainer and sandal with water transfer technology, quick-drying mesh, air-infused outsoles, and gel inserts to provide all-day comfort as women go from hiking to a walk on the beach or for a stroll in the park. Two new styles of the Health Sandals have also been released this month with new bold colors and a slide or thong option. As with the original Health Sandals, these new styles give women across the U.S. the opportunity enjoys the summer months in comfort from the arch support, gel inserts, and foot cradle technology.Cheeks® footwear has been sold on Home Shopping Network (HSN) in the U.S. and The Shopping Channel (TSC) in Canada since 2006 with over 3 million pairs sold, and for the past two years has been available for consumers to buy direct at cheeksforlife.com and Amazon. With a wellness mission, Cheeks® by Tony Little wanted to play a role in enhancing women’s everyday lives through a healthier footwear option.

  • Anchor Bar

Anchor Bar, Home of the Original Buffalo Chicken Wing since 1964, is expanding its world-famous franchise to Orange, CA. The Anchor Bar Franchise Company has been expanding since 2009, serving more than five million lbs. of chicken wings annually.The Orange, California Anchor Bar Franchise is owned by Mike and Dawn Looney and is located in the Stadium Promenade Center at 1547 West Katella Avenue, Suite 102, formerly the home of The Pint House restaurant. This location is within a short distance to many area attractions such as The Honda Center, Disneyland and the Angel Stadium of Anaheim.The restaurant features outdoor patio seating, a sports-bar and a family dining area as well as online take out and a variety of delivery options. This location is serving all of Anchor Bar’s classic fare including the original signature wings and sauces, boneless wings, beef on weck, salads, pizza, burgers and hot sandwiches. Following state guidelines, currently, Anchor Bar Orange is open for takeout, delivery, and outdoor dining with social distancing seating.The Anchor Bar Franchise & Development Company opened its first franchise location in 2009. Including this addition, today the company has over 14 locations, including the Original, on Main Street in Buffalo.

  • Subway

Subway announced what it calls its biggest menu change in history, hoping to lure customers back. In a move to compete with popular chains like Jimmy John’s and Chipotle, Subway said its “Eat Fresh Refresh” revamp will up the quality of its core menu items and include new sandwiches, bread recipes and toppings, as well as nationwide delivery. Subway’s CEO is hoping the brand makeover will “make a loud enough bang” for people to give them another chance.The chain is also tweaking items already on the menu and planning to encourage customers to try the new ingredients by giving away up to one million free sandwiches between 10 AM and 12 PM on July 13. The chain is also updating the look of its app and partnering with DoorDash to let customers order delivery directly from the Subway app. Sales at Subway’s US locations have been falling in recent years. System-wide sales at Subway’s US locations were US$12.3 billion in 2013, which was its best year of the past 15, and about US$8.3 billion in 2020, according to Technomic’s analysis.With the new menu, Subway is courting those customers and hoping to please its franchise operators.

 

Walmart, Valdo,Cerveza Superior,Cathay Pacific… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Walmart

Walmart announced the launch of the first-ever private brand analog insulin, which will revolutionize the access and affordability to diabetes care by offering customers significant price savings without compromising quality. Available exclusively through Walmart’s private ReliOn brand, the new offering includes analog insulin vials (US$72.88) and FlexPen® (US$85.88). These products will save customers1 between 58% to 75% off the cash price of branded analog insulin products, which translates to a savings of up to US $101 per branded vial or US $251 per package of branded FlexPens®.The new private label ReliOn™ NovoLog® Insulin (insulin aspart) injection, manufactured by Novo Nordisk, is available in Walmart pharmacies this week, and Sam’s Club pharmacies in mid-July across the United States. ReliOn™ NovoLog® is a rapid-acting insulin analog used to control high blood sugar in adults and children with diabetes. The ReliOn NovoLog® analog insulin offering adds to Walmart’s history of introducing innovative solutions that increase access to quality, affordable health care resources, including the industry-leading US$4 generic prescription program launched more than a decade ago.

  • Valdo

Valdo has announced that Colangelo & Partners, a fine wine, spirits, and food-focused integrated communications agency, will be its agency of record to develop and execute a comprehensive communications strategy targeted to key media, trade and consumer stakeholders. The partnership will engage new and current consumers through strategic media relations and events. The campaign will grow and leverage Valdo’s brand awareness in the US market that continues to present new opportunities.Valdo is one of the most historic and leading Prosecco producers, starting as the Societa Anonima Vini Superiori in the 1920s and later purchased by the Bolla Family in the 1940s. While Valdo is known for its Prosecco DOC, the Marca Oro line, and its Valdobbiadene Prosecco DOCG Cuvée 1926, created to honor the founding year of the winery, the company also produces a range of sparkling wines, including the Valdo Numero 1 and Floral Rosé, a mix of Glera and Nerello Mascalese.Pierluigi Bolla, the current Chairman, has been focusing on expanding sales both in Italy and abroad, setting new commercial and production targets to increase awareness of Valdo wine throughout the world.

  •  Cerveza Superior

CervezaSuperior

Just in time to celebrate the hot days of summer, its 125th anniversary and the 4th of  July, Cerveza Superior, the legendary Mexican beer, launches in the United States with its new Bellita presentation.  Bellita, which in English means “little beauty,” debuts in its unique, charming packaging, promising to become “the Bellita that everyone prefers.” The iconic lager-style beer, fresh and robust, arrives to satisfy individual consumption while delivering a true taste of tradition. Bellita, in its new, disruptive format keeps beer cold, perfect for spending these days outdoors.  Bellita’s amber color is attractive. Bellita represents the evolution of the brand with a fresh interpretation for today’s beer lovers. The popular beer is crafted in Orizaba, Veracruz; Guadalajara, Jalisco and Tecate, Baja California, Mexico. It is now available in select markets, in 6-pack bottles, 12-pack cans, and 24-ounce cans, in retail channels, including supermarket chains, stores, and restaurants. Currently found in several cities in the states of: Arizona, California, Colorado, Connecticut, Georgia, Massachusetts, Nevada, New Jersey, New Mexico, New York,  Oregon,  Pennsylvania, Rhode Island, and Tennessee.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Domino’s

Domino'sDomino’s and DraftKings said they’re teaming up to allow users of the gaming company’s daily fantasy sports (DFS) app to potentially profit from curbside pizza delivery. Domino’s and DraftKings have launched Domino’s Carside Delivery, 2-Minute Guarantee Over/Under Challenge as well, giving customers the chance to predict if Domino’s Carside Delivery nationwide will be quicker than two minutes, more or less than 80% of the time, for the chance to win a share of US $200,000,” according to a statement issued by the companies. The over/under contest, which, unlike a traditional sports bet, doesn’t require players to pony up cash upfront, is running from June 29 through July 12.

  •  Cathay Pacific

Cathay PacificCathay Pacific Airways, Hong Kong’s carrier airline, announced on Monday that it has launched a lifestyle brand to provide offers in hospitality and shopping as the airline seeks to tap new revenue streams amid a collapse in travel demand. The brand “Cathay” will allow users to purchase services and goods through the airline only in Hong Kong at first, which will be expanded globally later, the company said, adding that a credit card in conjunction would be launched soon.

  • Hershey 

Hershey

The Hershey Company announced the completion of its acquisition of Lily’s, the high-growth maker of low-sugar, better-for-you confectionery products, for a purchase price of US$425 million. Lily’s mission is to offer consumers a range of great tasting, low sugar treats. Launched with four chocolate-style bars nationally in Whole Foods Market, the expanded line of bars, baking chips and other confections can be found across the country at key retailers.

 

 

  • Echelon Fitness

Echelon Fitness announces its partnership with GRAMMY®-winning independent international superstar, education advocate, business entrepreneur and motivational speaker, Pitbull. Also known as Mr. Worldwide, Pitbull is ready to ride as part of the official Echelon Fitness team.In addition to a financial investment in the company, Pitbull’s involvement will offer considerable new content and value for the Echelon Community members, globally. The partnership will include:Dedicated anthem song written to inspire members. The Echelon anthem will be released as a single on his new album, heard on his upcoming I Feel Good tour and through radio and TV Echelon spots.Special dedicated “Ride with Pitbull” content channel, including the music of Pitbull.Ability to ride with Pitbull himself along with some of his dancers including classes created and taught by his dancers, The Most Bad Ones.Exclusive, co-branded bike and merchandise centered around his Timeless album launch.Echelon’s engagement with Pitbull’s educational learning centers SLAM! by offering internships and college scholarships.The anchor channel will live within the Echelon Fit app (exclusive to members) featuring Pitbull’s brand, image and music. Echelon Fitness has been revolutionizing at-home connected fitness since debuting its first Connect Bike in 2017. Echelon Fitness offers a professional, studio quality fitness experience that clients can do on their time and in their own home.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

This week, Google announced that it was delaying the depreciation of 3rd party cookies from within its Chrome browser environments. Originally planned for implementation in 2022, the phasing out is now planned to begin mid-2023. It’s the latest twist in the tale for the digital media industry, but what does Google’s announcement actually mean and what’s going to happen next?

By Remi Cackel, Chief Data Officer, Teads

Understanding Google’s announcement

Google was not the first tech giant to announce its planned depreciation of 3rd party cookies, but it has been the most significant due to its scale. As of March 2021, Google Chrome had around 65% of market share for browsers globally, so updates that affect data and targeting have implications that affect advertisers, publishers and tech platforms alike.

Google’s answer to the phasing out of 3rd party cookies on Google was a privacy sandbox model, called “FLoC”, and while they still believe this is the best solution, it seems the challenges involved in implementing such solutions at scale are greater than initially anticipated. This seems to be true from a technical perspective, with FLoCs currently only deployed on a tiny amount of Chrome traffic (<0.5%) which means the wider industry currently has no ability to test working models. But also from a regulatory perspective, with questions around GDPR compliance being raised, as well as the UK’s competition authority asking for oversight of the project to allay concerns that these changes will bring about monopolistic advantages for Google.

Google has stated that this extra time should be used collaboratively to solve many of the challenges removing 3rd party cookies brings in, including ad measurement, delivering relevant ads and content, and fraud detection.

Is this good news?

There is no doubt that the 2022 timeline was always going to be ambitious, given the lack of alignment across the digital landscape about the best solution for replacing the 3rd party Google cookie. Advertisers still want the promise of digital marketing of accountability, personalization and accuracy, whilst publishers need to ensure their content and audiences are properly valued to maintain sustainable business models.

But whether it was Unique IDs, privacy sandboxes, predictive audiences, contextual targeting or 1st party data strategies, in order to create robust and privacy focused solutions, the online world needed more time. Publishers were especially confused and concerned, as our recent survey revealed, with potentially huge impacts to their businesses without them being able to have an input into the new cookieless era.

So while a delay is welcome, we cannot let up. There have been huge strides forward over the past couple of years but there is still a huge amount to do. This is a long journey and the implications are still being understood, so we must not let up. Because cookieless is coming, even if Google has delayed their rollout, the limitations introduced by Apple with IDFA utilization (iOS 14.5) and upcoming IP deprecation (iOS 15) still require an immediate need for privacy-compliant data solutions. Indeed over 50% of current traffic in the US is cookieless.

Aligned with which, consumer awareness of privacy is only heightening and the appetite for digital privacy is at the highest it has ever been. Businesses that organize themselves around future facing, sustainable data and revenue practices will be better prepared to deal with any future announcements that come from big tech.

Cookies Google

Cookies-Google: What does it mean for advertisers and publishers?

Do not stop your efforts:

  • Cookieless is an immediate need and challenge, with a large part of the web traffic already being cookieless, including over 50%+ in the US and UK.
  • Privacy-compliance is a key focus from a consumer standpoint. Apple will accelerate IP address removal in September, requiring real cookieless solutions in Safari, which will remove the possibility for fingerprint workarounds for those ad-tech players that have been using it as a strategy.
  • Cookieless readiness takes time. Getting started as soon as possible is a key factor of success.

To be prepared, Teads’ advice has consistently been to not rely on a single cookieless solution, no matter which side of the ecosystem you sit on. To be dependent on a single provider or approach means that at any moment, a new regulation or policy change could significantly impact your business.

A combination of privacy first approaches allows you to be agile and adapt as the digital ad industry evolves. At Teads, our Cookieless Readiness Program, for advertisers and publishers, talks through all of our solutions outlined below as sustainable solutions, with comparable effectiveness to cookie-based solutions without compromising on user privacy:

  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Integrating and implementing first party data strategies.
  • Planning, Insights and Measurement tools that make anonymous traffic actionable at scale

What happens next?

The reality is that the announcement shouldn’t change anything for the digital media industry. The previous timescales meant that many businesses weren’t going to have the chance to build robust plans before the cookieless world became a reality.

So the main message is that there are now two critical reasons to test and use cookieless solutions:

  • There is an opportunity to build trust and engage with ALL users, including those using existing cookieless environments such as Safari.
  • Strategically to transition to a cookieless era and be fully prepared when the light totally goes off.

If you want to take part in our Cookieless Readiness Program or have questions about how we can support your move to the cookieless era, visit our cookieless hub or contact your Teads representative for more information.

 

The Coca-Cola Company, NYC & Company, Treslúce Beauty… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • The Coca-Cola Company

Coca-Cola North America announced plans to nearly double its spending with minority-owned media companies over the next three years. Black, Hispanic, and Asian-American and Pacific Islander (AAPI)-owned media companies and partners will account for 8% of the company’s total annual media budget in North America by 2024.Coca-Cola North America is taking immediate action, boosting 2021 spending with minority-owned media 5x compared to 2020. In addition to building relationships with newer partners like Ebony/Jet, Revolt TV and My Cultura, Coca-Cola will continue its legacy of partnership with longstanding and highly influential multicultural media outlets like Essence and Univision.To help even the playing field and give emerging players a role in this accelerated growth plan, Coca-Cola Global Procurement is launching a pilot certification assistance program in partnership with the Georgia Minority Supplier Development Council (GMSDC) to help Black, Hispanic and AAPI media partners grow.The commitment—which continues the company’s legacy of multicultural marketing and support of diverse-owned networks, publications and platforms—supports recent efforts to foster growth and increase competitive advantage of Black, Hispanic and AAPI businesses and communities.The Coca-Cola Company also is taking steps to promote diversity, equity and inclusion internally, recently announcing employee representation goals to mirror the diversity of the communities it serves. By 2030, the company plans for the U.S. employee population across all job levels to align with U.S. census data by race and ethnicity.

  • NYC & Company 

UM, the global media agency network of IPG Mediabrands, announced that it has been named media Agency of Record for NYC & Company to support the largest destination-marketing campaign in New York City history.As the city emerges from COVID-19 restrictions, NYC & Company, the city’s official destination marketing organization, selected UM as its global media advisor and partner to lead media strategy, planning, buying, data and analytics for its “It’s Time for New York City” campaign.

  • Treslúce Beauty

Treslúce Beauty

Launching June 25th, global superstar, actress, social activist and beauty maven Becky G introduces her Latinx-inspired brand, Treslúce Beauty. Inspired by Latinx culture and made for all, the brand is dedicated to paying homage and uplifting Latinx creators, while honoring the unique beauty within each and every Treslúce Beauty consumer. Becky G partnered with beauty brand incubator, Madeby Collective, to create an innovative, vivid world of color in a conscious beauty line that will highlight communities and always give back in an intentional way, supporting Latinx artists and artisans across the U.S. and Latin America.As a second-generation Mexican-American, Becky G has always been devoted to shining a light on her humble beginnings, family values and Latinx identity. As an authority in beauty, serving as the youngest CoverGirl to date, she is determined to present positive change, and acknowledge Latinx creators, consumers and tastemakers who are the driving force in today’s beauty economy. The first collection is inspired by Becky G’s Mexican heritage and future collections will seek to celebrate all Latinx cultures.The brand has developed high-performance, conscious, vegan-friendly formulations that deliver high-impact artistry, with the mission to encourage beauty aficionados to tap into their inner artist. Additionally, the line is cruelty-free, and packaging as well as formulas, are infused with Latinx sourced ingredients and art. A key ingredient is blue agave sourced from Jalisco, Mexico. Treslúce Beauty will be launching with six products including: “I Am” Shadow Palette, “Like An Artista” 8pc Brush Set, “Ilusión” Premium Lashes (Sueño 3D, Fantasy 5D, Deseo 6D), “Intenso” Liners (15 shades), “Mi Tesoro” Lash Case, and “Super Fácil 2-in-1 Lash Applicator”.  Prices range US$8-$35.00.

  • Essential Elements

ESSENTIAL EEssential Elements®, a modern sports nutrition brand powered by Scale Media, announced its charity partnership with Water.org to support Water.org in providing clean and safe water worldwide. Committed to advancing social causes, Essential Elements has launched its ‘Essential World Hydration‘ campaign to address the lack of access to clean water in developing countries. Each purchase on ee.fit will supply one individual with safe water for an entire year through a donation to Water.org.Scale launched the fast-growing Essential Elements brand in 2018 with a new approach to formulating sports nutrition and hydration products. Science-based and clinically studied, Essential Elements formulated 12 products made with premium and natural ingredients, at the highest potency.As part of its global strategy to expand its mission, Essentials Elements chose Water.org, a global nonprofit organization working to bring water and sanitation to the world for more than 30 years. The Essential World Hydration campaign will support women, children and communities in unlocking countless opportunities, such as education, economic empowerment, and improved health.To commemorate the campaign launch, Scale will kick things off with an initial donation to support providing 20,000 global citizens with a year of clean water.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Jarritos

Jarritos, the authentic Mexican soda brand, and Duolingo, the world’s largest language-learning app, have teamed up to give away free Spanish lesson subscriptions while one lucky winner will get to experience a trip to Mexico to experience Mexican culture and Spanish language firsthand. Anyone in the U.S. who is keen to learn or brush up on their Spanish can enter to win a free 3-month Duolingo Plus subscription and an all expense paid four-night vacation for two to Mexico.With over 500 million total Duolingo learners and 40 million monthly active learners, English is the most popular language being learned on Duolingo worldwide and Spanish is the most popular among U.S. learners. While all learning content on Duolingo is free, Duolingo Plus is the premium version of the app which removes ads and provides additional features.Jarritos (Hah-ree-tos) means “little jugs” in Spanish and refers to the Mexican tradition of drinking water and other drinks in clay pottery jugs. With 13 flavors made with and inspired by classic Mexican ingredients, each Jarritos soft drink is full of flavor and refreshing taste, especially during the summer months.Jarritos and Duolingo will select 100 winners for the Duolingo Plus 3-month subscription and one contest entrant to win a trip for two to Mexico including airfare, a four-night hotel stay, and a travel stipend for meals and other expenses.The deadline to enter is July 20, 2021. This opportunity is only valid for those residing in the United States who are 18 years or older and have a valid passport.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Broken Shed Vodka 

The Vodka of TomorrowBroken Shed Vodka, New Zealand’s award-winning, super-premium vodka, announced its new U.S. creative campaign, “The Vodka of Tomorrow.” The campaign pays tribute to the vodka’s home country by highlighting that, thanks to time zone differences, it’s already tomorrow in New Zealand. And when you’re crafting The Vodka of Tomorrow, you make sure it tastes ahead of its time, too.Sustainably distilled with the purest New Zealand mountain mineral water, spring water, highest quality whey – and nothing else – Broken Shed Vodka was created to show the world what vodka can be, rather than what people think it should be. It has the clean, crisp taste that can only come from the land where tomorrow begins.The campaign comes as Broken Shed continues to grow its presence across the U.S. It’s now available in 25 states, following recent moves into Georgia, Kansas and Colorado.The campaign was developed by Broken Shed Vodka’s Chicago-based creative agency family of record, Schafer Condon Carter (SCC) and TimeZoneOne (TZO). The campaign includes creative, video, print, display, off-premise, on-premise, point-of-sale, digital marketing, website and social content, paid media and event activations.

Digital Customer Experience: With digital channels here to stay, marketers must provide personalization and convenience across channels.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

Marketers work to build the best customer experiences possible by utilizing the most effective channels for their unique brand and audience. In today’s digital world, customer expectations for interactions have gone digital, using web and mobile, and marketing teams translate the traditional in-person experiences to digital in order to stay competitive.

Simply implementing digital tools is not enough, marketers must mirror the levels of personalization provided in physical locations across digital devices — seamlessly and efficiently— in one consolidated space. Marketers must embrace a holistic digital mindset, both externally and internally, by deploying virtual branches of business for a fully integrated digital transformation.

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey.

Expectations have shifted so much that marketers must now re-examine and update the entire customer journey and explore every touchpoint in the customer experience, adapting each one to mimic the high-touch engagement of in-person interactions.

With a branded app, customers are able to engage with your brand identity conveniently and are more likely to associate positive experiences with your brand. With a private digital channel that is available wherever, and whenever, the wider your reach and the greater your brand consciousness.

Increasing brand consciousness encourages consumers to be more active participants in the shopping experience, but also requires you to deliver a compelling digital channel that keeps their attention and responds to their needs.

While the consumer-facing component of your business’s digital arm is critical, it must be part of a broader ecosystem of tools that enable cross-team collaboration, management and productivity. By equipping your whole team with powerful, all-in-one platforms, you improve the employee experience and help them perform better, translating to more sales.

Effective digital transformation requires holistic, integrated change across your entire organization.

Digital Transformation

In industries from banking to retail, today’s customers expect both a convenient and highly engaging service experience.

  1. Digital Customer Experience: Engage with customers with comprehensive digital channels. When customers need to toggle between multiple apps to engage with your business, they’re often engaging in a frustrating and disjointed experience. By housing all capabilities in one secure location, you distinguish the customer experience as a branded one, building recognition for your logos, voice and offerings. Users should be able to access the full organization from anywhere, across all digital channels.
  2. Leverage personalization in the digital experience. Whether online or in-person, customers expect to be treated as individuals with names, preferences and a purchase history. Use the digital landscape to translate in-store brand experiences to a virtual platform. For example, give product recommendations via email based on customers’ unique buying behavior and the changing seasons. Rely on data and insights to display dynamic calls-to-action with language tailored to each customer’s preferences and motivations. In short, look for opportunities to spark an emotional connection with buyers that makes them more likely to click — and convert.
  3. Establish clear communications with your team. Owned and branded digital messaging channels allow teams to communicate on-demand effectively and securely, both internally and with customers. Centralized platforms allow swift communication company-wide. In addition, they enable businesses to tailor permissions for internal discussions.
  4. Enable effective management. Your digital capabilities should include a management portal for insight into internal activity and visibility on external communications. With all digital customer experience and employee interactions organized within a single secure platform, businesses can gather and store data, creating important audit and e-paper trails. This data can also be used to track and analyze performance related to key business goals, then optimize areas that are lacking.

As digital expectations continue to soar and consumers look to seamless brand experiences for their services, marketers play a critical role in merging digital resiliency with the brand experience.

Moxtra’s just-in-time platform powers branded OneStop Apps for customer engagement and collaboration for today’s digital age. Get in touch today to get started with an app for your business.

Written by Moxtra

C4® Energy, Disaronno International USA, LAFC, HOKA ONE ONE, Seatgeek… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • C4® Energy

Austin FC announced that C4® Energy, the energy drink brand produced by Austin-based sports nutrition provider Nutrabolt, has become the Official Energy Drink of Austin FC ahead of the Club’s inaugural MLS season. The multi-year partnership with C4® Energy, America’s #1 pre-workout and fastest-growing performance energy drink brand, will kick-off with an official Austin FC gaming tournament hosted by Rival.As part of the agreement, C4® Energy will release a new limited-edition Mango Lime flavor in a co-branded limited edition can featuring the team’s signature colors and crest. Austin FC fans will be able stay charged, while cheering on their favorite players at all home games with this new, great tasting iconic C4 flavor, exclusive to Austin FC and available at select Austin area H-E-B Stores, in addition to the best-selling flavors from the C4® Energy and C4® Smart Energy lines.C4® Energy’s presence and drinks will extend throughout the new 20,500+ seat Q2 Stadium, including traditional point-of-sale counters, grab-and-go stations, VIP Club areas and luxury suites.C4® Energy and Austin FC will partner to present and host an official Austin FC gaming tournament with prizes consisting of Austin FC and C4® Energy merchandise. Additional details regarding the gaming tournament are available at AustinFC.com.C4® Energy is available in all 50 states and online at C4Energy.com.The new Mango Lime Austin FC limited edition can will be available exclusively at the Q2 Stadium and available at select Austin area H-E-B stores.

  • Disaronno International USA 

Disaronno International USA, the world’s favourite Italian liqueur, announced the launch of two exciting campaigns featuring their newest products, “Born to Be Here” for The Busker Irish Whiskey and “The New Dolce Vita” for Disaronno Velvet Cream Liqueur. Both campaigns will run on streaming platforms and social media through July 18th under a US$7.3 million advertising spend. Disaronno made the strategic decision to run the commercials entirely on digital and social to reach their target audiences through a bold, multiplatform approach across different touch points. In the calendar year 2021, Disaronno anticipates investing more than US$10 million on media campaigns, one of few portfolios who have committed to such a robust marketing spend.The Busker’s “Born To Be Here” campaign presents the new Irish whiskey created with the millennial American whiskey drinker in mind. With a US$4.8 million advertising budget, it is anticipated that the commercial will have 260 million impressions, aimed at urban consumers aged 25-44 years old. The “Born to Be Here” commercial has a :15 second and :30 second spot.Following on Disaronno’s 2020 The Endless Dolce Vita 2020 global commercial highlighting Disaronno Originale, “The New Dolce Vita” stars Disaronno Velvet. With a US$2.5 million advertising spend, the commercial is expected to garner 138 million impressions from spirit drinkers around the country. The “New Dolce Vita” can be viewed here.Both commercials can be viewed on social media channels Instagram and Facebook. The commercials will air in the USA during June and July on YouTube and multiple streaming platforms and networks including NBC, CBS, ABC, Univision, FOX, HGTV, ESPN, Bravo, BET, TBS, USA, CNN, MTV, TNT, Food Network, The Weather Channel, AMC, BBC America, BET, CMT, Comedy Central, Cooking Channel, Discovery, DIY, E!, Freeform, HGTV, History Channel, ID, IFC, Lifetime, MSNBC, OWN, Oxygen, Reelz, TBS, TLC, TNT, Travel Channel, TV Land, USA Network, VH1, Vice and more.

  • LAFC  

Los Angeles Football Club (LAFC) announced a new multi-year partnership with Rockstar Energy Drink, marking the brand’s first major league sports deal.In addition to expanding the Rockstar Energy Drink reach beyond action sports into the mainstream, the new alliance will hyper-focus on the city of Los Angeles and its local communities.With the official 2021 season now underway, Rockstar Energy Drink will activate at four home games this season, featuring a custom branded experience to immerse fans and create shareable content. The partnership will span in-store and POP promotions, custom product packaging, a dedicated digital campaign, and outreach with notable LA sports and lifestyle influencers.In support of the announcement, Rockstar Energy Drink has created a unique content piece for the brands’ social channels with skateboarder Chris Joslin, BMX rider Chad Kerley, and FMX icon Colby Raha. The athletes, who are all legends in their respective sports, brought a unique twist to the architecture of Banc of California Stadium as they hit a series of wallrides, manual pads, and stair sets while simultaneously bringing the world of action sports to the mainstream stadium.This latest partnership reflects Rockstar Energy Drink’s brand evolution and new direction in 2021, following its Super Bowl ad featuring Lil Baby and its partnership announcement in February with esports team 100 Thieves.

  • HOKA ONE ONE 

HOKA ONE ONE®, a division of Deckers Brands, has announced the appointment of FCB as its first-ever global creative agency of record following a competitive review. FCB WEST, the network’s nimble creative boutique in San Francisco, will serve as the global lead office and will tap into FCB’s network of offices around the world. Founded in 2009, HOKA is one of the fastest-growing performance footwear and apparel brands, committed to innovation and design to create positive change. The appointment of FCB signals the next expansion chapter in HOKA’s incredible growth story that saw a 62% year-over-year sales growth through the pandemic. FCB will begin working with HOKA and its other agency partners immediately and expects the brand’s first global campaign under this new partnership to debut in 2022.

  • Seatgeek 

Ticketing platform Seatgeek named Fig its´AOR following a four-week competitive review. The brand plans to begin full-scale advertising in order to amplify its brand awareness post-pandemic, Adage reports.  The pause caused by the pandemic allowed the company, which was founded in 2009, to take a step back and reevaluate its brand identity. With this new brand launch, Seatgeek wants to make sure they continue to bring the tech to the table, but when talking to their consumers, they do so in a way that feels relevant and authentic to them.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Diageo 

Diageo has partnered with Equator and Ghetto Gastro to celebrate Black Storytelling through the lens of black creatives. Juneteenth marks a moment of celebration and meaningful reflection for the Black community, where families, friends and chosen loved ones come together to honor the past while celebrating progress made. For many, the day serves as a time to share stories with one another over food and drinks, preserving traditions that pay tribute to the legacy of generations past.Through CÎROC, Crown Royal and Tequila Don Julio brands, DIAGEO brings the shared values of togetherness, generosity and devotion to this year’s Juneteenth festivities through a dynamic film. This film was created as part of DIAGEO’s ongoing mission to champion inclusivity, including amplifying Black stories told through the lens and voices of Black creatives who are paving the way for change. In partnership with Ghetto Gastro, a creative and culinary collective utilizing food as a medium to teach the world about the Black diaspora, and Equator, an award-winning Black-owned production company whose powerful work captures the dynamism of a people, the film brings to life the richness of Black cultural gatherings and reinforces the importance of storytelling as a vehicle for cultural preservation. The energetic :60 second film is an emotional reminder that African American history is American history.To bring families, friends and chosen loved ones together to celebrate, Ghetto Gastro was tasked with creating the menu.This is one of the latest initiatives for DIAGEO, which has pledged US$10 million to create permanent endowments at 25 HBCUs across the country. DIAGEO is also committed to showing up for moments of Black celebration and will continue to do so with partners in local communities across the nation. 

  • Freeway Insurance 

Freeway Insurance, a division of Confie, the largest independent personal lines agency and broker in the U.S., will offer franchising opportunities for the first time in the company’s history.Freeway’s franchise offering provides unique ownership access for professionally minded entrepreneurs to join their network of more than 500 retail stores nationwide along with access to the company’s established business model and respected brand. Franchisees will have access to a wide range of national and regional insurance carriers, back-office resources, the ability to offer additional value-added products and much more.As part of an initial rollout plan, Freeway franchises will be offered in a limited number of states. In the near future, the company expects to offer franchises across the U.S.  Matching Freeway’s 35-year legacy of providing affordable insurance to all drivers, franchise owners will serve a wide range of communities. The company would actively look to partner with entrepreneurs with diverse backgrounds and capabilities, including many with a bilingual or multilingual skillset, to build franchise opportunities and improve communities.Freeway Insurance will continue to grow organically and by acquisition, the company indicates.  

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

The new programming will offer advertisers a chance to integrate with a top brand and its top talent on TV, Digital and Social in a seamless and targeted way to reach the ideal Latino audience: the most connected, highly educated, affluent Latinos with the highest spending power – the CNN en Español audience. Iconic TV personalities Maria Celeste Arrarás and Mario Kreutzberger “Don Francisco” will join CNN en Espanol’s acclaimed pool of on-air talent.

Fresh off the heels of its third consecutive year of growth in TV primetime and its highest digital audience since CNNEspanol.com’s launch, CNN en Español unveiled today its new programming for 2021-2022, and the Sunday night primetime lineup Domingo de Gigantes. With this new programming lineup, the network is poised to reinvent news sponsorship and will offer commercial partners a unique, 360° TV and Digital sales opportunity across all its platforms.

News Sponsorship
Maria Celeste Arrarás

Domingo de Gigantes will see the integration into the network of two of Spanish-language television’s most recognizable figures: renowned journalist Maria Celeste Arrarás and beloved TV host Mario Kreutzberger “Don Francisco.”

Arrarás will lead the network’s new documentary and investigative block, CNN Docufilms con Maria Celeste Arrarás at 8 PM (EST) . Coming off the success achieved in the special series he recently presented on CNN en Español, Kreutzberger returns with a new edition of “Don Francisco: Reflexiones 2021.” Kreutzberger will head Don Francisco: Reflexiones, at 9PM (ESTfeaturing close, thought-provoking conversations with celebrities and special guests around human connection and hope for the future.

These two new primetime Sunday shows will join the network’s celebrated En Dialogo con Longobardi with Marcelo Longobardi, and Oppenheimer Presenta with Andres Oppenheimer, as well as the network’s flagship weekend newscast, Mirador Mundial with Rafael Romo, all available in HD along with the rest of the network’s programming.

In addition to CNN en Espanol’s strong three years of growth in TV and ending a year with its highest digital audience, CNN en Español has asserted its strong social footprint as the most followed general news media outlet in Spanish on Twitter, Facebook, and Instagram. Also CNN en Espanol’s Audio unit

posted triple-digit year-on-year growth and its highest year on record in monthly downloads, leading with podcasts such as CNN 5 CosasCoronavirus: Realidad vs. Ficcion con Dr. Elmer Huerta,  Aristegui and Jose Levy’s Desafios Globales, among others.

Latinos in the US are the single largest and highest spending minority group in the country.

“CNN en Español can deliver a young, upscale, educated, bilingual Latino audience like no other network in the US, and the time is ripe for brands to join us in maximizing our relationship with this sophisticated, exciting, evolving consumer”, said Cynthia Hudson, Senior Vice President and Managing Director of CNN en Español and Hispanic Strategy for CNN/U.S. “Latinos in the US are the single largest and highest spending minority group in the country, and our excellent programming and an unparalleled team of on-air talent can bring brands closer to this audience than any other.”

Other initiatives that will be central to CNN en Espanol’s 2021-2022 season programming lineup are its ongoing Proyecto Ser Humano series, the network’s effort to raise awareness and find solutions to pervasive systemic discrimination through reporting, as well as special programming and coverage surrounding Hispanic Heritage Month to celebrate the contributions and rich culture of Latinos in the U.S., Voto Latino coverage of the 2022 Midterm election process, and continued expansion of our award-winning news, business, travel, entertainment and feature content that have made CNN en Español a top destination for US Latino audiences on all platforms.

 

 

Bayer, Dick’s Sporting Goods, Cacique, Jacuzzi Group, Honda, Jeep, Wee, Pattern. … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Bayer

According to media reports, German multinational pharmaceutical and life sciences company, Bayer has called for a global media review. Estimates put the media duties for the pharma company at $800 million. Incumbent agencies handling the account are WPP and PHD. Pharma, wellness, and healthcare categories have seen an enormous traction during the first and second waves of the Covid-19 pandemic.

  • Dick’s Sporting Goods

DicksContinuing to bet on its experiential marketing strategy Dick’s Sporting Goods recently opened its  second Dick’s House of Sport store concept at West Town Mall in in Knoxville, Tennessee. This interactive shopping experience will serve as a research and development for emerging retail trends and will influence what happens inside more than 700 Dick’s Sporting Goods stores nationwide. The store includes 100,000 square feet of indoor shopping and activity space, along with a 24,000-square-foot outdoor field. Dick’s Sporting Goods hope this niche brand of stores will draw in consumers who want to test out athletic equipment before purchase and keep them in-store longer through fitness events and experiential programming. “Certainly you can research a bat, but there’s nothing that’s going to replace coming in and swinging it, and understanding your speed,” Toni Roeller, senior vice president of in-store environment and visual merchandising told Knox News. Dick’s is using the two House of Sport locations for R&D to see which of the experiences and services can be scaled back and added into its existing store fleet.  But it also sees the format as a viable concept going forward. A third House of Sport will open next spring. “We are evaluating the opportunities across key markets in the U.S. to help us understand the opportunity we have to expand this concept further,” Roeller said.
  • Cacique

Cacique
(PRNewsfoto/Cacique® Inc.)

Cacique, a privately-owned Hispanic foods company and maker of the #1 brand of authentic Mexican-style cheeses, cremas and chorizos in the U.S. – officially broke ground on an US $88 million dairy processing facility in Amarillo, Texas. The new 200,000 square-foot facility will help meet the growing demand for Cacique’s products nationwide. The company is planning to begin operation at the new facility in the fall of 2022 and expects to create approximately 200 new full-time jobs. The new facility, which is being constructed at 8647 S. Georgia St., will be equipped to handle dairy processing, including production of the company’s authentic Mexican-style cheeses, cremas and yogurts. In addition to expanding production capacity with the introduction of the new plant, Cacique intends to increase R&D to drive product innovation and to continue to sustainably enhance its national presence as part of the company’s long-term growth strategy.

  • Jacuzzi Group

Jacuzzi GroupIndependent brand shop McGarrah Jessee (McJ) has been named strategic partner for Jacuzzi Group. McJ will be charged with branding and creative expression services. Jacuzzi Group, the eponymous global manufacturer of premium spas, swim spas, whirlpool, soaking, bathtubs, showers, and related bathroom products, and owner of the famous, globally recognized Jacuzzi® trademark, represents decades of innovation, design, performance and ease of use. The Jacuzzi® Brand is trusted by millions of customers globally for promoting lifelong well-being through innovation. “After a thorough search for the right agency, we know McJ is the right partner for the job. The work they have done to grow brands with fandoms like Yeti YETI and Shiner aligns with our strategy to take the Jacuzzi® Brand to the next level,” said Anne-Marie Nealy, Sr. Director of Brand Marketing, Jacuzzi Group.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Honda

The virtual 2021 Honda Civic Tour will conclude with a unique collaboration between OVO Sound Recording artists and burgeoning pop duo, Majid Jordan, along with Grammy-winning R&B powerhouse and Civic Tour headliner, H.E.R., and the global debut of the all-new 2022 Civic Hatchback: http://honda.us/announcingcivictourremix. H.E.R.’s collaboration with Majid Jordan will bring fans into a first of its kind audio-visual mixed reality setting to experience the remixed sounds of H.E.R.’s recent jaw-dropping 20th Anniversary Civic Tour performance. The Civic Tour “Remix” performance will take place June 23 at 6 p.m. PDT on the Honda Stage YouTube Channel, and is free to fans everywhere and produced by Live Nationyoutube.com/HondaStage. Honda has had a long-standing commitment to music through the Honda Civic Tour, going strong for two decades. Honda’s music programming also includes partnerships with premier music festivals, including Austin City Limits and Governor’s Ball, and additional online music content, exclusive performances and interviews. Honda Civic Tour has provided these one-of-a-kind experiences to more than five million fans over the past 20 years. To continue the efforts on offering music content to fans, Honda works hand in hand with entertainment leaders including: Live Nation, Billboard, Universal Music Group and Vevo.

  • Wee

Weee!Freemont, Calif.-based Weee has hired Guillaume McIntyre as VP of marketing to accelerate customer adoption and engage Asian and Hispanic communities with personalization and social commerce features, the online ethnic grocer said in a release. Weee currently operates in Washington, D.C., and nine states: California, Maryland, Massachusetts, New Jersey, New York, Oregon, Pennsylvania, Texas and Virginia. McIntyre was with Netflix from 2013 to 2015, and is credited with helping the company build presence in Latin America by driving digital marketing initiatives. He then joined Instacart, where he helped build out its acquisition marketing team and contributed to the company’s growth, and later co-founded direct-to-consumer startup Pique Tea. He is a graduate of the University of California at Berkeley’s Walter A. Haas School of Business. Weee was founded in 2015 and fulfills more than 7,000 orders a day, according to its website. 

  • Jeep

JeepVolta Industries, an industry leader in commerce-centric electric vehicle (EV) charging networks, is partnering with the Jeep® brand as it introduces the all-new Jeep Wrangler 4xe to consumers. “As the new Jeep Wrangler 4xe becomes firmly established in the marketplace, this unique network takeover with Volta Industries allows the brand to reach drivers at key moments in their daily commutes as they charge their vehicles,” said Marissa Hunter, vice president, marketing, North America Stellantis. “And as the first brand, automotive or otherwise, to implement Volta’s unique, dynamic weather-based technology, capturing the local outdoor conditions on 55-inch screens, it also creates an authentic connection to our drivers and the Jeep brand’s legendary status as the go-anywhere, do-anything vehicle for any lifestyle.” Volta’s unique charging stations, which feature large, eye-catching digital displays, provide an optimal content-viewing experience for drivers who plug-in their vehicles when and where they shop. To raise awareness around the Jeep Wrangler 4xe, Jeep brand campaign videos will be seen in select California markets on Volta’s charging stations throughout July 2021. The campaign will use Volta Charging’s dynamic weather-based ad capability to serve two different creative concepts from the Jeep brand. When it is sunny out, the advertisement will feature a Jeep Wrangler 4xe with the top down, going out and exploring, while the second ad emphasizes that even in the cloudiest weather, the Jeep Wrangler is still your go-to vehicle. Created by Huge Inc., the ads feature the taglines, “embracing nature has never felt more natural” for the sunny day version and “charge ahead and take on the elements” for the bad weather version.

 

  • Pattern

PatternPattern, a family of brands with the shared mission of enjoying daily life, announced that it has raised US $60 million of debt and equity capital. The capital will be used to accelerate the business to its next phase and acquire a select number of direct-to-consumer (DTC) businesses with healthy and sustainable margins, a loyal customer base, and a focus on home-centric goods that are thoughtfully-made and design-forward. The financing included participation from existing investors Kleiner Perkins, RRE Ventures and Primary Venture Partners, as well as participation from new investors Victory Park Capital, HOF Capital and RSE Ventures. Pattern also announced that its first acquisition is GIR (“Get It Right”), a kitchen accessories brand that launched in 2012 and has grown into a much-loved, profitable, multi-million-dollar business with a line of over fifty products changing the cooking world. As of today, GIR will join Pattern’s other brands, Open Spaces and Equal Parts, on newly relaunched PatternBrands.com, the company’s centralized, curated shopping destination that makes it easier for consumers to shop across a growing category of home goods products with a set of shared values.

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

CNN en Español’s programming and key audience highlights across different platforms including TV, Digital, Social and Audio will be presented at the Virtual UPFRONT on Tuesday  June 15 at 1pm est. Register and get a first-hand look at what CNN en Español has in store for fall 2021-2022.

At the CNN en Español virtual Upfront new programming, great talents and opportunities to expand advertiser coverage through the CNNE network and digital platform will be discussed. Send your information to gilda.torres@warnermedia.com and she will gladly help you with the registration process.

Recent Coverage of CNN en Español

Últimas noticias de CNN en Español is now CNN 5 Cosas

CNN Audio and CNN en Español Launch ‘Desafíos Globales’ with José Levy

CNN en Español presents “Don Francisco Reflexiones 2021” with Hispanic television legend Mario Kreutzberger, better known as “Don Francisco”

Maaco, Best Buy, Clinique, Foot Locker, Edible, Concacaf, Bed Bath & Beyond … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Maaco

MaacoPaint and auto body shop Maaco announced the launch of its national integrated advertising campaign, ‘The Upside of Uh-Ohs.’ The campaign kicks off with a musically driven TV spot, directed by Grammy award-winner Joseph Kahn, that refreshes the iconic brand tagline, ‘Uh-Oh, Better Get Maaco’. The creative campaign is rooted in the brand’s almost 50-year reputation as the one to call whenever it’s time for a fresh paint job or when life inevitably brings its dents, dings, and scratches. “Maaco owners across North America have driven the brand’s reliable reputation because of their ability to relieve the inevitable stress that comes from automotive damage,” said Hannah Whitesides, vice president of marketing, Maaco.  Developed with Mythic, a full-service agency in Charlotte, NC, the campaign uses storytelling, an original song, and everyday “Uh-Oh” moments to remind consumers that thanks to Maaco, they can keep living on the upside no matter what life throws at them and their vehicles. The client-agency relationship includes strategy, creative and production. The TV commercial will run in 30- and 15-second formats on national and cable networks, with a long-form version on digital and social channels. The campaign will also incorporate national radio, print, social media, and digital advertising. The 2021 Maaco national advertising campaign elements are available on the Maaco YouTube channel. Mythic collaborated production company Supply & Demand, DuoTone Audio Group, and ODD for post-production to bring the vision and contagious feel to life.

  • Edible

EdibleEdible appointed Tombras as creative and  media agency of record. Edible, previously Edible Preparations, chose Tombras following a comprehensive review. According to Kantar Edible had an overall media spend of US $13 million in 2020.  Earlier this year Knoxville-based Tombras won the U.S. media account for Re/Max.
  • Clinique

Melissa BarreraPrestige beauty brand Clinique looks to the future with a new Global Brand Ambassador, Melissa Barrera – the talented Mexican actress and singer and star of the upcoming film ‘In the Heights’. She is the first Global Ambassador from the Americas, and a proud Latina.  “As we look to the future, and the world begins to reopen, we are filled with a renewed feeling of positivity. Melissa is a talented, beautiful Latina that embodies this spirit of optimism. We are thrilled to bring her passion, energy, and point of view to life and celebrate her heritage that is such an important part of her identity,” states Michelle Freyre, Clinique Global General Manager. Melissa Barrera adds, “I am thrilled to be a new Global Ambassador for Clinique – an iconic brand the women in my family have loved for generations. As a skincare lover, I’m enjoying discovering the Clinique of today, especially because their products are all good for skin…even the makeup! But Clinique is more than just beauty products – I am proud to be a part of a brand that is led primarily by women. I am also deeply honored to be the first Latina representing the brand globally. Our culture is so multidimensional that one face could never be representative of the entire breadth of Latina beauty, but I’m thrilled to add my voice to this conversation – in both Spanish and English!” Barrera joins Emilia Clarke in this new role, and both women reflect the values of Clinique – as talented, bright, humanitarian women with bold, brave voices. Clinique will debut new creative featuring Melissa Barrera starting in Fall 2021.

  • Bed, Bath & Beyond

Bed Bath & BeyondBed Bath & Beyond announced that it will launch three new owned brands by mid-July. These include a new kitchen and dining collection, a line of storage and organization items, and what it describes as a “youthful, eclectic collection of stylish and free-spirited pieces for the home.” With these brand launches, Bed Bath & Beyond will have added six new private brands in the span of five months: one month ahead of schedule. Importantly, the accelerated timing means that all six new private brands will be available ahead of the key back-to-school/back-to-college shopping season.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Golden Road Brewing

Golden Road BrewingGolden Road Brewing launched a parody tourism campaign in partnership with award-winning actress D’arcy Carden and a troupe of comedians from Upright Citizens Brigade (UCB). The campaign invites consumers to visit a fictional place and state-of-mind: Mango County. Inspired by the brewery’s  Mango Cart Wheat Ale and all it represents, Mango County is a little bit SoCal cool, a little bit kickback culture, and a whole lot of funny vibes — all you need to do to get there is crack open a Mango Cart. Fans will be introduced to Mango County through a five-part comedic video series.Playing off classic tourism tropes, the series will celebrate Mango County as a fictional place that captures all the good feels associated with a summer vacation. Starring as Mango County’s resident travel agent, D’Arcy will appear alongside a cast of quirky characters played by UCB comedians, each bringing to life a different facet of tourism. Golden Road launches the campaign on the precipice of return to normalcy, as more and more people are feeling hopeful towards travel for the first time in over a year after dealing with cancelled or postponed vacations throughout 2020.

  • Concacaf

ConcacafThe Confederation of North, Central America and Caribbean Association Football (Concacaf) introduced Experience60, a new interactive virtual experience for fans to learn about and celebrate Concacaf’s rich 60-year history, as well as generate excitement and engagement around their upcoming Concacaf Nations League and Gold Cup 2021 competitions. The online-only interactive hub is now live at https://concacaf60.com/. Concacaf partnered with sports marketing agency rEvolution, working closely with the Concacaf team, rEvolution was responsible for activating each component of the campaign, including strategy, communications, player and influencer partnerships and experiential activation. To help promote and engage with Experience60, Concacaf has partnered with leading names in both soccer and culture, including Concacaf legends, as well as continued media support from Fox Sports, Univision, The Guardian and Remezcla. “Concacaf is committed to providing our fans with more innovative ways to engage with the sport they love,” said Heidi Pellerano, Chief Commercial Officer. “The 60th Anniversary of our Confederation is a major milestone for all of Concacaf and our partners. We’re thrilled to leverage this milestone to launch Experience60 and give our passionate fans around the world the opportunity to immerse themselves in the past, present and future of our Confederation.” Upon entering the new site, fans can engage with multiple interactive components that will be consistently updated throughout the summer, including exclusive content, games, challenges and even prizing opportunities. 

  • Best Buy

Best BuyBest Buy announced it will be selling a new phone for the elderly community, with Lively Smart touted as being a simple-to-use smartphone packed with health and safety features. The phone costs US $ 150 and  sports a 6.2-inch screen, a long-lasting batter, large text and a single list of features like video chat, camera and GPS. Lively Smart helps “meet the needs of our customers and help them live independently at home,” said David Inns, Best Buy Health’s president of active aging. You’ll also need to pay for your mobile usage, with unlimited talk, text and data costing $40 a month, although unlimited texts are free with the two top health and safety packages. Without any health and safety package, unlimited talk, text and data costs $60 a month. Mobile usage can alternatively be added incrementally in multiple options across talk, text and data, depending on your usage. Lively taps into the Verizon network.

 

  • Foot Locker

Foot LockerSports and footwear retailer Foot Locker is set to launch a basketball-inspired collection that’s the first from the new creative director of the company’s women’s business, L.A. streetwear designer Melody Ehsani. The collection will be available starting June 10, and features apparel and accessories priced from US $10 to US $80. All pieces will be available in sizes XS to 2X online and in-store at Foot Locker locations across the United States and Canada. Outside of the shapewear, 70 percent of the capsule is unisex/neutral, the company said. Footlocker In connection with the launch, the company will solicit consumer feedback to determine where Melody Ehsani x Foot Locker pop-up shops previewing the collection a week in advance should be located, and a “No More Next, We are Here,” virtual festival will be held June 5 featuring a Q&A session with Ehsani.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

 

 

A brand is an emotional concept. A name or symbol can evoke images, ideas, feelings, lifestyles, and aspirations. Businesses work hard to cultivate and develop their brand identity – they use their brand to say this is who we are, this is what we do, and this is what we can accomplish together.

This article is part of a thought leadership article series on Marketing Innovation presented and written by Moxtra, a company that helps businesses deliver client experiences for the digital age.

No matter how many moving parts there are within an organization, a brand influences how a company is perceived, making it crucial to constantly look for ways to improve that perception.

For client-focused businesses, brand loyalty represents a relationship between a client and an organization. This relationship is built on a client’s trust in a brand to be reliable, communicative, and effective. If a business can maintain a brand identity that aligns with a client’s ideas, the relationship is positive and generates revenue.

High-touch service brands are associated with exceeding expectations, individualized attention to detail, and adjusting to their clients’ needs. Clients who choose first-class service providers are paying more for an experience that promises to do more – they are paying for a brand that caters to them personally.

High-touch service brands are associated with exceeding expectations, individualized attention to detail, and adjusting to their clients’ needs.

Digital means allow people to connect with those they love most, keep a record of their conversations, store their photo albums and have the ability to capture memories. Their e-mails, banks, and even wallets have all been transforming digitally. People can digitally map where they are going, order transportation, board a plane, or call for help. Digital devices are so personally tied to each person, that to even unlock them can take a fingerprint or facial identification. For a client, mobile phones and digital portals can get them almost anything they need. With these consumer expectations, businesses need to adopt a digital strategy to provide the most convenient service delivery to their clients.

Brand Identity

While many businesses have seen the value in employing a digital presence, developing a business app is complicated. As Moxtra’s Head of Marketing, Leena Iyar explains that without a set template for a functional mobile and web app, the process of developing a digitally resilient brand is daunting.

Developing a branded app allows clients to associate the convenience of digital engagement with the brand’s identity.

The Moxtra platform enables organizations to power OneStop digital business destinations to engage and collaborate with their clients anywhere, anytime.

By analyzing the business-client relationship, as well as digital expectations, Moxtra has classified a successful mobile strategy as one that…

…is under the organization’s unique brand

Developing a branded app allows clients to associate the convenience of digital engagement with the brand’s identity.

…is a OneStop virtual business destination

In order to establish trust within a digital platform, a OneStop virtual workspace should be secure and controlled for managing internal teams along with external relationships in order to process high-value transactions, with a paper trail and the ability to review and sign timely documents and other collaborative interactions.

…offers just-in-time service delivery to clients

While maintaining the convenience of digital accessibility with clients, businesses should deploy an app that provides just-in-time service delivery, allowing for timely customer experiences without exhausting resources.

Exceptional service means meeting every client where they are when they want. A business-client relationship starts with a brand’s perceived promises to a client. A client remains loyal to a brand that delivers on its promises. In order to stay competitive in today’s digital age, high-touch service providers need to evolve with their client expectations to provide the most convenient customer experience over digital.

A OneStop digital strategy evokes a brand that is personal, relevant, and resilient. Get in touch today to get started with an app for your business.

Written by Moxtra

As CTV advertising is clearly on the rise  there is still a lot of confusion in the brand marketing and media buying community about what CTV really means and what its key features are. What are its advantages? Is it interactive? How do you buy it? 6 key questions and their answer according to executives from Mastercard, Innovid and Portada’s editorial team.

1. What is CTV Advertising?

Connected TV advertising (CTV) is advertising placed on any TV that can be connected to the internet. These TVs, also called Smart TVs, either directly access the Internet or do it via devices like Roku, Amazon Fire, or Google Chrome. The key for the definition of CTV is the large TV screen, which allows advertisers to engage audiences in a linear TV-like environment, a one-to-many relationship enabled by co-viewing and higher engagement due to the large screen,  compared to other types of digital advertising that tends to be based on a one-on-one relationship between content and user.

What is CTV Advertising
Jose Vicente Luque, Head of Media & Agency Relations Latin America & the Caribbean, Mastercard tells Portada.

Advertisers are taking notice: “CTV allowed us to reach audiences with a high technology adoption rate, interest and consumption time compared to other media we used in our campaign,” Jose Vicente Luque, Head of Media & Agency Relations Latin America & the Caribbean, Mastercard tells Portada. Another advantage, Luque says, is that it is a less saturated channel and, therefore, brands will have a better exposure.

CTV allowed us to reach audiences with a high technology adoption rate, interest and consumption time compared to other media we used.

And What CTV Advertising is Not

CTV advertising is not OTT Advertising. OTT (Over the top) advertising is a more inclusive term which includes CTV advertising and advertising over laptops, desktops, smartphones, ipads and other non TV-screen devices.  In other words, CTV advertising is a subset of the larger OTT advertising sector.

DOWNLOAD: White Paper on CTV Opportunities in Latin America (presented by Entravision Interactive in Spanish)

2. Is CTV Advertising Interactive?….

Let’s say it depends.  CTV by and large does not yet allow for bidirectional interactivity between consumers and advertisers (although check out question 3 for a new initiative that makes it really bidirectional). Brands can, however, use a myriad of data triggers and provide customized ads – by making a reference to the closest retail store, provide messaging according to the weather were the audience is based etc. – in order to make the ad experience much less standard than it usually is on linear TV. For instance Kellogg’s Pringles Super Bowl 2019 campaign greeted consumers with a “Hey Chicago” or “Hey New York,” depending on the user’s location. 

….with help from other media (multichannel marketing).

A way to make CTV advertising bidirectional is to have consumers use another media in addition to Smart TV.  In fact in the above referenced Pringles Super Bowl campaign the ad featured an overlay promoting a QR code which, once scanned with a mobile phone, directed viewers to an e-commerce site.  According to Verizon Media, a whopping 71% of CTV viewers use their mobile devices to look up related content while watching TV, providing advertisers the ideal setup to make meaningful connections with audiences.

71% of CTV viewers use their mobile devices to look up related content while watching TV.

Other options include to use omnichannel marketing based on the users response to the CTV ad. For instance, a national lawn care company, recently ran a four-week, nationwide CTV campaign originally designed to build upper sales funnel awareness. By adding the ability to know who watched the OTT/CTV ad to completion and then serve them retargeted ads on their other digital devices, they were able to generate over 20,000 visits to the client’s site. This ultimately was attributed down the funnel to US $2.1 million in sales, and with offline conversion attribution, they were able to deliver an astounding 3,000 : 1 return on investment.

3. What needs to happen so that CTV is really interactive?

Stephanie Geno
Stephanie Geno, CMO, Innovid

For CTV to be really interactive, or bidirectional, a SDK (software development kit or a collection of software development tools in one installable package) needs to be embedded on hardware solutions (e.g. Roku devices) as well as in dozens of publishers, Stephanie Geno, Chief Marketing Officer, at Innovid tells Portada.
Geno adds that “a really interactive industry first execution piloted on the Apple TV App of the above cited Pringles 2019 Super Bowl ad featured an interactive overlay that allowed viewers to swipe through an engagement carousel featuring various flavor stacking combinations. The carousel played in ad only.” (Viewers who watched the game through other apps/providers were served standard pre-roll ads.)

To make CTV 100% interactive Innovid, DSP The Trade Desk and SSP Magnite came together and looked at all places where interactive SDK’s are present in the U.S. The three companies partnered to create a unified marketplace to power advanced creative buying programmatically across the connected TV ecosystem.
Innovid’s proprietary software development kit (SDK) powers personalized and interactive experiences in CTV through direct integrations across over 50 publisher apps. The SDK is central to Innovid’s offering, enabling brands to take advantage of a 360 approach to connecting with consumers across channels.

DOWNLOAD: White Paper on CTV Opportunities in Latin America (presented by Entravision Interactive in Spanish)

4. How CTV Can Earn Additional Time with the Target Customer

What else is CTV Advertising? Innovid’s Geno also notes that real interactive CTV allows advertisers the opportunity to earn additional time with their target customer. In its global omni-channel benchmark report Innovid analyzed over 200 billion display and advertising impressions served on its platform during 2020. A key result is that while compared to standard video pre-roll advanced creative video formats overall generated an average of 34 additional seconds earned, interactive CTV generated an additional 63 seconds earned.

Compared to standard video pre-roll interactive CTV generated an additional 63 seconds earned with the consumer.

5. Why On-Demand TV is better suited than Live TV for the user Experience with CTV Advertising

On demand TV, as opposed to live TV, is particularly well suited to extend the interactive CTV experience. According to Innovid’s Geno, this typically happens by having an interactive overlay popping up out of the pre-roll video through which the  consumer is taken out of the ad and taken into a 1:1 experience. For Live TV, like the Super Bowl, continuing the interaction on the Smart TV would have disrupted the experience as users likely would have wanted to continue to watch the football game. That is why, for live TV, it is better for the user experience to extend the interaction through an additional media vehicle,  like the mobile phone, instead of over the Smart TV.

6. How do you buy CTV?

What is CTV Advertising’s purchase process? Historically, CTV has been mostly bought through the upfront process. And then activated programmatically.  However, over the last six months growth in CTV Advertising has been spurred by programmatic real time bidding (RTB). CPMs (Cost per thousands) for CTV advertising will tend to be between 2 and 3 times higher than traditional linear TV ads, but overall budgets will be significantly lower as CTV allows advertisers to move away from a blanket approach to much more customized media buy and, thereby, eliminate waste.

CPMs for CTV advertising are between 2 and 3 times higher than traditional linear TV ads, but the needed CTV campaign budget will be substantially lower.

 

 

 

CNN en Español and CNN Audio announced the addition of the new podcast GloboEconomía, thus expanding the news network’s multiplatform content offering. 

In this new audio product as in his does in his show GloboEconomia every Saturday, from 8-9 pm (Hora Miami) on CNN en Español, José Antonio Montenegro and his guests will analyze every week the current issues and trends that shape the economic, political and social news.

Among CNN en Español and CNN Audio’s original podcasts are “Coronavirus: Reality vs. Fiction with Dr. Elmer Huerta”, “Desafíos Globales with José Levy”, “Zona Pop CNN” and “CNN 5 cosas”. Audiences can also listen to the audios of the network’s programs such as “Aristegui”, “Conclusiones” and “Oppenheimer”, among others.

Globoeconomía

In the first episode of GloboEconomy, “Inclusive Globalization”, José Antonio Montenegro spoke with Professor Álvaro Santos, from Georgetown University, about the need to find global economic policies that provide a more generalized benefit to the entire population.

Montenegro, a lawyer, economist and communications expert, has directed and hosted the weekly program GloboEconomía on CNN en Español since October 2004. For 17 years he has been an executive in different financial institutions in Europe and the United States, before dedicating himself full time to the world of economic information from New York, where he has lived since 1990.  Montenegro is also editor-in-chief of DesdeWallStreet.com.

GloboEconomía podcast will be available every Saturday starting this week at cnn.com/globoeconomia  and on all podcast platforms. A new 30-minute episode will be released every Saturday.

Chedraui acquires Smart & Final, United Airlines, Toyota-AARP, Allstate, Harper Collins, Chick Fil-A, Heineken, Plant Fuel … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Chedraui Acquires Smart & Final

Chedraui acquires Smart & FinalGrupo Comercial Chedraui (GCC) announced that its subsidiary, Bodega Latina Corporation, has entered into a definitive agreement to acquire Smart & Final Holdings for approximately US $620 million, including the assumption of certain indebtedness. Chedraui already owns supermarket chains El Super and Fiesta Mart in the U.S. Celebrating its 150th anniversary in 2021 and headquartered in Commerce, Calif., Smart & Final operates more than 250 stores under two banners: Smart & Final and Smart & Final Extra!, in California, Arizona and Nevada. There are an additional 16 stores in Northwestern Mexico operated through a joint venture. Smart & Final stores service both household and business customers, representing approximately 70% and 30% of revenues, respectively. For the fiscal year ended January 3, 2021, Smart & Final generated U.S. GAAP revenues of approximately U.S.$4.1 billion and Adjusted EBITDA of U.S.$167 million. “Smart & Final, with a unique go-to-market and operating strategy, is an attractive fit that is aligned with our business strategy in the U.S., utilizing differentiated formats to focus on growing, but underserved markets,” said Carlos Smith, President and CEO of Bodega Latina
“With a brand that resonates with consumers, geographic fit in key markets, and a consistent record of profitable growth, Smart & Final will complement the platform we’ve built with El Super and Fiesta. We look forward to welcoming Smart & Final’s talented team of over 11,000 employees in working together to create a premier food retail platform in our markets.,” Smith added. The acquisition continues GCC’s strategic objective to grow in the U.S., by further bolstering GCC’s U.S. footprint and strategic capabilities, broadening and diversifying GCC’s customer base by including business customers. In addition, the transaction creates a creates a leading diversified chain in Mexico and a multi-format food retail platform in the U.S., with consolidated pro forma sales in excess of U.S.$11 billion.

  • United Airlines

UnitedEnding a 10-year run with Chicago-based Dentsumcgarrybowen, United Airlines announced that Los Angeles-based 72andsunny will become the carrier’s AOR, Campaign reports. “We’ve spent the last year facing down the most disruptive crisis in our history by innovating at a record pace to better serve our customers under extraordinary circumstances – and our approach has set up United Airlines to emerge as the global leader in our industry,” Maggie Schmerin, managing director, advertising and social media at United Airlines, said in a statement. United chose 72andsunny for their “thoughtful approach to strategic and creative direction,” and their willingness to “collaborate to achieve great work that builds on United’s rich history and capitalizes on our bright future,” Schmerin added. Dentsumcgarrybowen created United’s 2020 Olympics campaign, which will debut in June. The airline’s roughly $80 million global media business will remain with Dentsu’s Carat, which won the consolidated account in 2018. United is looking for a brand refresh as the accelerated pace of vaccinations causes air travel to pick back up in the U.S.

  • Toyota-AARP

AARP is teaming up with Toyota and local Dallas organizations in the fight against COVID-19 through a new transportation initiative. Utilizing the newly launched AARP Ride@50+℠ Program – a program where multiple modes of transit can be found, booked and AARPpaid for in one place – residents can now book essential rides, including transportation for COVID-19 vaccine appointments.

 

 

  • Allstate

For Soccer Ventures announced the Hispanic women’s soccer programAllstate Sueño Alianza de Futbol. The 10-city tour will offer aspiring female players, free tryouts in front of scouts representing National Women’s Soccer League, Liga Bancomer MX and the Federacion Mexicana de Futbol Asociación A.C. – as well as college recruiting departments from across the country. For Soccer Ventures is also proud to announce Club América’s Janelly Farías and Club Tigres María Sánchez.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Harper Collins

Harper CelebrateHarperCollins Focus announced the launch of its new gift book imprint, Harper Celebrate, expanding the publishing company’s footprint into celebratory, seasonal and lifestyle books. The imprint will produce uplifting and inspiring, visually striking books using high-quality design and sophisticated detail in both the interior and exterior packaging. Harper Celebrate will be based in Nashville, under the direction of vice president and publisher, Michael Aulisio. Harper Celebrate will look to acquire projects such as daily readers, lifestyle books, journals, photography-driven books, literary graphic novels, hospitality, home decorating, organization, and crafting; poetry, personal time management, and mindfulness; and occasion-focused titles such as holiday celebrations, graduation, and gifts for special persons. It is scheduled to release its first titles in fall 2022. Harper Celebrate is part of HarperCollins Focus’ key objectives to connect with great writers and readers who rely on the global reach and distribution network of HarperCollins Worldwide.

  • Tecate

Tecate became the Official U.S. Sponsor of Liga BBVA MX. The official sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S. The agreement includes the use of logos, names, and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items, and a presence in the best match highlights on LIGA BBVA MX social platforms. Check out our interview with Oscar Martinez, Senior Brand Director Tecate USA on on how Liga MX U.S. audiences align with the Tecate brand and soccer activations and sponsorships going forward.

  • Heineken

HEINEKEN USA will be sponsoring its first-ever National Football League (NFL) team as the exclusive import beer and hard seltzer partner of the Miami Dolphins and Hard Rock Stadium. The import beer category exclusivity includes alcohol-free beer, hard seltzer and the company’s flagship beer, Heineken®. Through this partnership, fans will be able to enjoy eight Heineken® branded bars throughout Hard Rock Stadium, with concentrated branding in the southwest corner quadrant of the stadium. A reimagined two-story lounge will become the Heineken® Hideout to bring fans an exciting new experience when the 2021-2022 NFL season begins this summer. HEINEKEN has a long history of supporting national sports teams, with team partnerships across Major League Soccer (MLS), National Women’s Soccer League (NWSL), National Hockey League (NHL) and Formula One (F1), but this is the brand’s first sports partnership with an NFL team and stadium. “We are incredibly proud to partner with the Miami Dolphins and Hard Rock Stadium as we welcome fans back to experience live entertainment and sporting events again this fall,” said Jonnie Cahill, HEINEKEN USA CMO.

  • Chick Fil-A

Chick-Fil-AChick Fil-A announced that it will be launching a new concept focused on variety, delivery, and innovation later this year in Nashville and in 2022 in Atlanta. This new delivery kitchen concept is named Little Blue Menu after Chick Fil-A’s Founder S. Truett Cathy’s original “blue” menu at the Hapeville Dwarf House, which he was continually changing to give customers what they wanted most. Little Blue Menu will harness the entrepreneurial spirit and hospitality of Chick-fil-A, serving both the classic menu plus a variety of different cuisines — think salads, roasted chicken, wings and more — all made under one roof, arriving in one bundled order. The QSR has been testing ghost kitchens over the last few years, and opened a location inside DoorDash Kitchens in 2019, but this appears to be its first virtual brand. The innovation reflects a growing trend among chains to diversify with off-premise-only concepts that have no storefront.

  • Plant Fuel – GNC Distribution

PlantFuel Life Inc., the scientifically focused plant-based wellness company, announced a nationwide distribution agreement with retailer GNC. The distribution agreement will launch in August 2021.
PlantFuel is an all-new premium Plant Fueled® nutritional supplement brand that aims to deliver the absolute best-possible products available, successfully bridging the gap between healthy, plant-based nutrition and peak performance – and that does so with eco-conscious and responsibly sourced packaging. “GNC is coming back in a big way and has always been the leader in nutritional supplement innovation for up-and-coming brands, which ultimately sets the tone for the category within the marketplace. We’re proud to be able to work with a great partner like GNC to introduce exciting, new plant-based innovations that deliver on our brand promise to be good for the body and good for the planet,” said Brad Pyatt, PlantFuel founder. GNC has more than 2,300 locations across the United States. PlantFuel will be available online and in stores in August, and will roll out additional, unique innovations at GNC in the fourth quarter of 2021.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

 

 

 

 

 

 

 

 

 

L’ATTITUDE, the premiere U.S. business, and economic event focused on the New Mainstream Economy, enters its fourth year stronger than ever offering an in-person experience between September 29 and October 2, 2021, in San Diego, CA. The L’ATTITUDE Mainstream Experience is the largest gathering in the country focused on the New Mainstream Economy and the U.S. Latino cohort leading economic growth across nearly every business sector. 

L’ATTITUDE will again boast a who’s who list of high-profile CEOs, financial executives, business leaders, political leaders, key media, and entertainment celebrities all focused on leveraging America’s unique economic power, the U.S. Latino cohort. The 2021 event will include the release of the latest data from the annual U.S. Latino GDP Report provided by the Latino Donor Collaborative (LDC), which experts predict will demonstrate the economic output of the U.S. Latino cohort surpassing Great Britain and France to become the sixth-largest economy in the world.

L'Attitude 2021
Sol Trujillo, co-founder of L’ATTITUDE

“The goal of L’ATTITUDE is to identify and inspire actions that help grow the New Mainstream Economy in our country, not simply talk about growth in theoretical terms,” said Sol Trujillo, co-founder of L’ATTITUDE.  “As we begin to see the light at the end of this pandemic, it’s never been more critical to unlocking exponential growth. The New Mainstream Economy led by the U.S. Latino cohort has fueled our nation’s recovery dating back to the Great Recession, and will once again lead us into the next stage of economic prosperity.”

As we begin to see the light at the end of this pandemic, it’s never been more critical to unlocking exponential growth.

A series of special features will play a prominent role at L’ATTITUDE 2021, showcasing Latino(a) business leaders who demonstrate benchmarking action on boards and leadership teams, and commitment to serving the growing U.S. Latino cohort. The announcement of the 50 Most Powerful Latinas will take place in partnership with the Association of Latino Professionals for America (ALPFA), recognizing the powerful women driving business growth across our economy. Match-Up at L’ATTITUDE will take place as a special feature, growing this year to fund up to two-dozen emerging Latino-owned companies that are ready to scale and become market leaders, while L’ATTITUDE Ventures, supporting Match-Up, is rapidly becoming the largest Latino-owned and focused venture capital fund in the country. LATINXT at L’ATTITUDE is expanding this year to introduce the world to the next big superstars in not only entertainment, but across all sectors including technology, business, retail, housing, healthcare, politics, and sports.

An important addition this year will be L’ATTITUDE Connections, where executives of America’s biggest companies will connect with new mainstream Latino businesses and suppliers.

Among the many exciting new additions to the L’ATTITUDE Mainstream Experience, will be Festival at L’ATTITUDE, which will feature The Taste of L’ATTITUDE, a seaside culinary experience and celebration of Latino chefs and influencers that have been negatively impacted by COVID-19. Joining in this tribute onsite will be world-famous Chef Jose Andres whose organization, World Central Kitchen, has served millions of free meals during the food shortages of COVID-19.

As part of Festival at L’ATTITUDE, musical entertainment will be provided in the adjacent Performance Shell featuring the next generation of Latino bands and singers during the afternoon, leading up to a once-in-a-lifetime evening of superstar entertainment, produced by L’ATTITUDE partner, Emilio Estefan. With top-tier names soon to be announced, and others left as surprises, this will be a can’t-miss addition to L’ATTITUDE that will be remembered for years to come.

Estefan added, “It gives me the greatest joy to complement this premier business and economic event with Festival at L’ATTITUDE, a celebration of rising Latino(a) talent and world-renowned artists, each intent on giving unforgettable performances for the first time ever at the San Diego Performance Shell.”

Attendees will leave with new insights, new ideas, new memories, and a new appreciation for the New Mainstream Economy in America, and how U.S. Latinos are driving it.

“L’ATTITUDE has been described as the only gathering in the country where you can hear, interact with, learn from, and be inspired by such a robust and diverse list of participants and celebrities,” added Gary Acosta, L’ATTITUDE co-founder. “Attendees will leave with new insights, new ideas, new memories, and a new appreciation for the New Mainstream Economy in America, and how U.S. Latinos are driving it.”

Pre-registration for L’ATTITUDE 2021 is now available with the full agenda and list of participants to be announced in the coming weeks. Interested participants are encouraged to register early as heavy demand is expected at the host venue, the Grand Hyatt of San Diego. To learn more, visit www.lattitude.net.

Chedraui acquires Smart & Final, United Airlines, Toyota-AARP, Allstate, Harper Collins, Chick Fil-A, Heineken, Plant Fuel … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Chedraui Acquires Smart & Final

Chedraui acquires Smart & FinalGrupo Comercial Chedraui (GCC) announced that its subsidiary, Bodega Latina Corporation, has entered into a definitive agreement to acquire Smart & Final Holdings for approximately US $620 million, including the assumption of certain indebtedness. Chedraui already owns supermarket chains El Super and Fiesta Mart in the U.S. Celebrating its 150th anniversary in 2021 and headquartered in Commerce, Calif., Smart & Final operates more than 250 stores under two banners: Smart & Final and Smart & Final Extra!, in California, Arizona and Nevada. There are an additional 16 stores in Northwestern Mexico operated through a joint venture. Smart & Final stores service both household and business customers, representing approximately 70% and 30% of revenues, respectively. For the fiscal year ended January 3, 2021, Smart & Final generated U.S. GAAP revenues of approximately U.S.$4.1 billion and Adjusted EBITDA of U.S.$167 million. “Smart & Final, with a unique go-to-market and operating strategy, is an attractive fit that is aligned with our business strategy in the U.S., utilizing differentiated formats to focus on growing, but underserved markets,” said Carlos Smith, President and CEO of Bodega Latina
“With a brand that resonates with consumers, geographic fit in key markets, and a consistent record of profitable growth, Smart & Final will complement the platform we’ve built with El Super and Fiesta. We look forward to welcoming Smart & Final’s talented team of over 11,000 employees in working together to create a premier food retail platform in our markets.,” Smith added. The acquisition continues GCC’s strategic objective to grow in the U.S., by further bolstering GCC’s U.S. footprint and strategic capabilities, broadening and diversifying GCC’s customer base by including business customers. In addition, the transaction creates a creates a leading diversified chain in Mexico and a multi-format food retail platform in the U.S., with consolidated pro forma sales in excess of U.S.$11 billion.

  • United Airlines

UnitedEnding a 10-year run with Chicago-based Dentsumcgarrybowen, United Airlines announced that Los Angeles-based 72andsunny will become the carrier’s AOR, Campaign reports. “We’ve spent the last year facing down the most disruptive crisis in our history by innovating at a record pace to better serve our customers under extraordinary circumstances – and our approach has set up United Airlines to emerge as the global leader in our industry,” Maggie Schmerin, managing director, advertising and social media at United Airlines, said in a statement. United chose 72andsunny for their “thoughtful approach to strategic and creative direction,” and their willingness to “collaborate to achieve great work that builds on United’s rich history and capitalizes on our bright future,” Schmerin added. Dentsumcgarrybowen created United’s 2020 Olympics campaign, which will debut in June. The airline’s roughly $80 million global media business will remain with Dentsu’s Carat, which won the consolidated account in 2018. United is looking for a brand refresh as the accelerated pace of vaccinations causes air travel to pick back up in the U.S.

  • Toyota-AARP

AARP is teaming up with Toyota and local Dallas organizations in the fight against COVID-19 through a new transportation initiative. Utilizing the newly launched AARP Ride@50+℠ Program – a program where multiple modes of transit can be found, booked and AARPpaid for in one place – residents can now book essential rides, including transportation for COVID-19 vaccine appointments.

 

 

  • Allstate

For Soccer Ventures announced the Hispanic women’s soccer programAllstate Sueño Alianza de Futbol. The 10-city tour will offer aspiring female players, free tryouts in front of scouts representing National Women’s Soccer League, Liga Bancomer MX and the Federacion Mexicana de Futbol Asociación A.C. – as well as college recruiting departments from across the country. For Soccer Ventures is also proud to announce Club América’s Janelly Farías and Club Tigres María Sánchez.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Harper Collins

Harper CelebrateHarperCollins Focus announced the launch of its new gift book imprint, Harper Celebrate, expanding the publishing company’s footprint into celebratory, seasonal and lifestyle books. The imprint will produce uplifting and inspiring, visually striking books using high-quality design and sophisticated detail in both the interior and exterior packaging. Harper Celebrate will be based in Nashville, under the direction of vice president and publisher, Michael Aulisio. Harper Celebrate will look to acquire projects such as daily readers, lifestyle books, journals, photography-driven books, literary graphic novels, hospitality, home decorating, organization, and crafting; poetry, personal time management, and mindfulness; and occasion-focused titles such as holiday celebrations, graduation, and gifts for special persons. It is scheduled to release its first titles in fall 2022. Harper Celebrate is part of HarperCollins Focus’ key objectives to connect with great writers and readers who rely on the global reach and distribution network of HarperCollins Worldwide.

  • Tecate

Tecate became the Official U.S. Sponsor of Liga BBVA MX. The official sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S. The agreement includes the use of logos, names, and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items, and a presence in the best match highlights on LIGA BBVA MX social platforms. Check out our interview with Oscar Martinez, Senior Brand Director Tecate USA on on how Liga MX U.S. audiences align with the Tecate brand and soccer activations and sponsorships going forward.

  • Heineken

HEINEKEN USA will be sponsoring its first-ever National Football League (NFL) team as the exclusive import beer and hard seltzer partner of the Miami Dolphins and Hard Rock Stadium. The import beer category exclusivity includes alcohol-free beer, hard seltzer and the company’s flagship beer, Heineken®. Through this partnership, fans will be able to enjoy eight Heineken® branded bars throughout Hard Rock Stadium, with concentrated branding in the southwest corner quadrant of the stadium. A reimagined two-story lounge will become the Heineken® Hideout to bring fans an exciting new experience when the 2021-2022 NFL season begins this summer. HEINEKEN has a long history of supporting national sports teams, with team partnerships across Major League Soccer (MLS), National Women’s Soccer League (NWSL), National Hockey League (NHL) and Formula One (F1), but this is the brand’s first sports partnership with an NFL team and stadium. “We are incredibly proud to partner with the Miami Dolphins and Hard Rock Stadium as we welcome fans back to experience live entertainment and sporting events again this fall,” said Jonnie Cahill, HEINEKEN USA CMO.

  • Chick Fil-A

Chick-Fil-AChick Fil-A announced that it will be launching a new concept focused on variety, delivery, and innovation later this year in Nashville and in 2022 in Atlanta. This new delivery kitchen concept is named Little Blue Menu after Chick Fil-A’s Founder S. Truett Cathy’s original “blue” menu at the Hapeville Dwarf House, which he was continually changing to give customers what they wanted most. Little Blue Menu will harness the entrepreneurial spirit and hospitality of Chick-fil-A, serving both the classic menu plus a variety of different cuisines — think salads, roasted chicken, wings and more — all made under one roof, arriving in one bundled order. The QSR has been testing ghost kitchens over the last few years, and opened a location inside DoorDash Kitchens in 2019, but this appears to be its first virtual brand. The innovation reflects a growing trend among chains to diversify with off-premise-only concepts that have no storefront.

  • Plant Fuel – GNC Distribution

PlantFuel Life Inc., the scientifically focused plant-based wellness company, announced a nationwide distribution agreement with retailer GNC. The distribution agreement will launch in August 2021.
PlantFuel is an all-new premium Plant Fueled® nutritional supplement brand that aims to deliver the absolute best-possible products available, successfully bridging the gap between healthy, plant-based nutrition and peak performance – and that does so with eco-conscious and responsibly sourced packaging. “GNC is coming back in a big way and has always been the leader in nutritional supplement innovation for up-and-coming brands, which ultimately sets the tone for the category within the marketplace. We’re proud to be able to work with a great partner like GNC to introduce exciting, new plant-based innovations that deliver on our brand promise to be good for the body and good for the planet,” said Brad Pyatt, PlantFuel founder. GNC has more than 2,300 locations across the United States. PlantFuel will be available online and in stores in August, and will roll out additional, unique innovations at GNC in the fourth quarter of 2021.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

 

 

 

 

 

 

 

 

 

Albertsons, Wonderful Pistachios, Planet Fitness, Procter & Gamble, icebreaker, Pepsi, Tequila Herradura, FMF, Ram Truck,LAST… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Albertsons

AlbertsonsAlbertsons Cos. has expanded its relationship with software giant Adobe to bring a greater degree of personalization to its omnichannel shopping experience. Adobe said Albertsons is making use of more tools and services within the Adobe Experience Cloud to better harness data, enable hyper-personalization, and tailor new services unique to its retail and grocery brands. “These days, it is no longer enough to simply keep pace with a changing customer base. We need to be a step ahead, looking around the corner to what people will expect in their grocery shopping experience,” Chris Rupp, executive vice president and chief customer and digital officer at Albertsons Cos, said in a statement. To that end, Boise, Idaho-based Albertsons is leveraging Adobe Analytics to marshal disparate sets of data and gauge shopper intent as people move among brick-and-mortar, online, mobile and social channels. Insights are available to any team and can inform new offerings and services, Adobe noted. The retailer also has implemented Adobe Target to enhance personalization and Adobe Campaign to refine communications across customer channels, including email.

  • Wondeful Pistachios

Wonderful PistachiosWonderful Pistachios rolled out two new flavors of shelled nuts this month and launched a social-media campaign to bring consumers up to speed. The new products are Wonderful Pistachios No Shells BBQ and Sea Salt & Vinegar flavors. The barbecue pistachios are hickory-smoked flavor and dashed with garlic, paprika and salt. The Sea Salt & Vinegar pistachios deliver a tart and tangy flavor “with just the right amount of sea salt and vinegar,” the company said. The two new flavors were launched in March in all sizes in both the United States and Canada. Meanwhile the social-media campaign launched in May and will run through the summer, featuring creative optimized for different mediums to reach specific consumers, the company said. One of the platforms, and a first for all Wonderful brands, includes Twitch, to help Wonderful Pistachios introduce the new No Shells flavors as a healthy snack while gaming. It will reach gamers through Twitch and YouTube pre-roll in channels featuring game play content. TikTok and Snapchat executions, including ads and custom augmented reality “lenses,” will drive flavor-specific messaging to generate engagement with consumers of a younger demographic. And the campaign’s Instagram and Facebook creative will ensure a broad audience is also excited to try the new flavors, the company said. “These are delicious flavors everyone is going to love, which is why we’re targeting a variety of different categories of consumers and occasions, including esports, which we know is a broad and diverse group that also has a growing interest in healthy snacks,” said Adam Cooper, senior vice president of marketing for The Wonderful Co.

  • Procter & Gamble

P&GProcter & Gamble launched its Olympic Games Tokyo 2020 campaign inspired by the many Olympic and Paralympic athletes who are not only achieving athletic greatness, but are also stepping up to take action for good, making a positive difference in their communities. These athletes are the focus in the latest chapter of the company’s worldwide “Lead with Love” consumer campaign. The short film “Love Leads to Good” celebrates the important role all parents have in raising their children to be good. It is in those quiet moments of teaching over a lifetime that develop a child into a champion – as an athlete – and as a human being. In celebration of the athletes who show their goodness on and off the field of play, P&G also launched the film “Your Goodness is Your Greatness.”  In total, P&G and seven of its U.S. brandsTide, Pantene, Olay, Venus, Always, Secret and SK-II – will partner with 15 Team USA athletes to bring their unique Olympic Games brand campaigns to life. Across the country, P&G and retailers will be partnering to support Team USA through in-store, television and digital campaigns featuring Olympic and Paralympic athletes and a wide portfolio of P&G’s trusted brands.

  • Pepsi

Today  May 3,2021  Pep’s Place will open its virtual doors in select markets around the country, with orders available through PepsPlaceRestaurant.com and major food aggregators (Door Dash and Grub Hub), for delivery only, The new fast beverage restaurant turns the traditional ordering process on its head. Consumers are invited to first pick their Pepsi beverage of choice, which then prompts curated food items based on that beverage, to enhance the overall meal experience. “For years we have known that Pepsi is the perfect complement to a variety of foods. But even though consumers know that food tastes Better With Pepsi, they often still forget to order a beverage with their favorite meals,” said Todd Kaplan, Vice President of Marketing – Pepsi.  “With the launch of Pep’s Place, we have designed a new ‘fast beverage’ restaurant delivery concept that features a menu and experience literally built around the idea of what foods go best with Pepsi, allowing consumers at home to fully optimize their meals. We are confident that by doing this, everyone will agree – and taste firsthand – how well Pepsi goes with their favorite foods.”

In addition, Pepsi launched The Better with Pepsi creative campaign with eight new national commercials. The spots do away with unrealistic, idealistic perfection positioning of food and instead spotlight the celebration of unapologetic love of foods like juicy, drippy cheeseburgers, topping-heavy hot dogs and pizzas with the extra-long cheese pull. Better with Pepsi also has a slate of Spanish language commercials, celebrating food’s role as a unifier in the Hispanic community and at home. Esperanza Teasdale VP & General Manager, PepsiCo’s Hispanic Business Unit Marketing said: “The Hispanic community in the U.S. is incredibly diverse and there is no better way to express this than celebrating with family and food. These moments are vibrant and fun because everyone brings something unique to the table and we know that being invited is a big deal!

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Planet Fitness

Planet FitnessPlanet Fitness, Inc.,  one of the largest and fastest-growing franchisors and operators of fitness centers in the U.S.  announced a minority investment in iFIT, a leading global health and fitness technology company that develops and sells interactive software, content, and equipment. This investment builds upon Planet Fitness and iFIT’s existing collaboration announced in April 2020, in which Planet Fitness partnered with iFIT to accelerate Planet Fitness’ digital offerings with expanded and enhanced content.
“We are thrilled to have the opportunity to invest in iFIT, a leader in streaming interactive fitness technology,” said Chris Rondeau, CEO of Planet Fitness. “Given our size and scale as a leader in brick and mortar fitness with more than 2,100 locations, this relationship between both companies deepens our current partnership and unlocks powerful opportunities to further accelerate our digital content strategy, and explore future complementary mind and body wellness offerings, creating additional value for our members.” Rondeau continued, “Our differentiated content is geared toward breaking down the barriers to fitness for the approximately 80 percent of the population that does not belong to a gym, according to the International Health, Racquet & Sportsclub Association (IHRSA). We view our digital membership as another way to introduce more people to the Judgement Free Zone and to further democratize fitness. I believe that the future of the fitness industry is truly about bricks with clicks – the powerful combination of providing people with a high quality, community focused in-person fitness experience coupled with the ability to engage with them outside our four walls, leveraging differentiated, premium content, wherever they are.”

  • VF Corporation’s icebreaker

Icebreakerimre announced that it has been selected as the public relations agency of record for icebreakerⓇ, the merino wool and natural performance outdoor apparel brand. The announcement marks imre’s expanded role with VF Corporation, owner of another imre client, Dickies.
As public relations agency of record, imre will work with the brand to define and manage the development of the overall modern PR narrative for icebreaker. imre will use this PR narrative to support future product launches with earned media storytelling, a product seeding program and execution of initiatives that will help cement icebreaker as a leader in sustainability and supply chain transparency by spotlighting the brand’s innovation in developing natural apparel. “Icebreaker challenges the status quo while championing natural, transparent and responsible ways to do business, and we saw many shared values in imre,” said Rachel Winkel, Director of North American Marketing at icebreaker. “Through the RFP process, imre demonstrated a strong understanding of our vision and we’re excited about the expertise they’ll bring in building out our program.” “Icebreaker challenges the status quo while championing natural, transparent and responsible ways to do business, and we saw many shared values in imre,” said Rachel Winkel, Director of North American Marketing at icebreaker.

  • Federacion Mexicana de Futbol

Federacion Mexicana de FutbolThe Federacion Mexicana de Futbol (FMF) and Soccer United Marketing (SUM) unveiled the “Somos Locales,” its first branding campaign developed exclusively for their 60 million Mexican National Team Fans in the U.S. This campaign launches ahead of the start of the men’s Mexican National Team’s 19th annual U.S. tour, better known as #MexTour, that will kick off Saturday, May 29 at Arlington’s AT&T Stadium – presented by AT&T. The agencies who worked on this campaign include Soccer United Marketing, Dieste (Benjamin Jara, Creative Director), Thirsty (Creative/Graphics) and Goodform (Video Production).
“Somos Locales” showcases an authentic tapestry of stories highlighting Mexican Americans’ deep-rooted heritage in the U.S. and their multi-generational and passionate support of the Mexican National Team, a culturally rich phenomenon that comes to life and celebrates tradition, community, and identity throughout the year with every stop on the MexTour game calendar. A 2020 study by Equation Research identified 60 million fans of the Mexican National Team in the United States, contributing to the rising attendances and home team environment in cities throughout the country. “The Mexican National Team recognizes and thanks our millions of passionate fans in the U.S. with this campaign which highlights their cultural experiences and powerful stories,” said Beatriz Ramos, Director of Communications and Image for the FMF.  Several prominent Mexican American artists joined the project to support the campaign and spread the “Somos Locales” message of unity and pride among the Mexican community in the U.S. Renowned Mexican American singers Chiquis Rivera and Larry Hernández will be joining the campaign by leading its launch across social media with the support of other popular Mexican American content creators. The men’s Mexican National Team is preparing for a busy summer in the United States, with its participation in MexTour starting May 29 in the Dallas area, a June 12th game in Atlanta, the Concacaf Nations League Finals early June in Denver and the Concacaf Gold Cup in July, offering a great opportunity for its fanbase to see them live and in person. Tickets for all MexTour games are available by visiting www.MexTour.org. MexTour sponsored by adidas, Allstate, AT&T, Bud Light Seltzer, Cinnamon Toast Crunch, Gran Centenario, Honey Nut Cheerios, Lucky Charms, Procter & Gamble, Nissan, The Home Depot, and Wells Fargo, will visit various cities across the United States in 2021 and be broadcast nationally on the Univision family of networks and Fútbol de Primera Radio Network.

  • Ram Truck

The Ram Truck brand and Foo Fighters have joined forces to pay homage to everyday heroes with the launch of a new multimedia campaign, “Spotlight,” which includes three new videos spanning television, digital and Ram Truck brand social media channels.The campaign launched with two spots, “Rock Star” and “Overtime,”and kicked off before Mother’s Day and coincides with the release of “From Cradle to Stage,” a new unscripted series directed by Dave Grohl of Foo Fighters and inspired by his mother Virginia Hanlon Grohl and her critically acclaimed book. Stretching back to the #RamBandVan initiative launched in 2018 and decades earlier to the ’90s and the band’s original Ram van featured in “What Drives Us,” the partnership between the Ram Truck brand and Foo Fighters was born out of a shared passion: A desire to enable hardworking musicians to get out and tour, knowing the struggles, financial and otherwise, that come with the grassroots touring lifestyle. The #RamBandVan program has and will continue to support determined musicians as they get back to doing what they love.
The Ram Truck brand’s “Spotlight” campaign was created in collaboration with Austin, Texas-based agency GSD&M with support from G7 Entertainment Marketing, who brokered the Foo Fighters partnership.
In 2009, the Ram Truck brand launched as a stand-alone division, focused on meeting the demands of truck buyers and delivering benchmark-quality vehicles.

  • LAST

Global Bioenergies announced the upcoming launch of its “LAST®” longwear cosmetics brand in June 2021. 18 products will comprise the world’s first range of longwear, transfer-resistant and waterproof eye make-up to use natural ingredients. This groundbreaking performance is based on the renewable isododecane produced by the Company as the main ingredient of its formulations. Products have been designed with over 90% natural ingredients and packaging to minimise their environmental footprint. Romain Desfresnes, head of strategy, marketing and communications, said: “From biotech to beauty…we have taken a big leap forward. LAST® is both a technological achievement, a bold commitment to the environmental transition, and a celebration of colours. Our colours stand out. This means the brand can stand tall and live up to its claims: Colours that last. COLORS THAT LAST is an attitude, a call-out to everyone making a statement, anyone who dares to play with the codes and rewrite the rules. The range goes on sale in June through our website: www.colors-that-last.com.” There are plans to start expanding the range as from the second half of 2021: a wide range of liquid lipstick, also combining long wear with a highly natural product, is in the pipeline.

  • Tequila Herradura

Pili Montilla
Emmy Award-winning producer and host Pili Montilla

Tequila Herradura announced its affiliation with Pili Montilla and her program, Truth and Tunes with Pili Montilla. Pili Montilla, an Emmy Award-winning producer and host, will be pairing up with the tequila brand to share authentic Latin culture with her fans through her radio show and social media platforms. Dash Radio features over 80 stations hosted by creators, curators, and celebrities, including Fun for Life Radio, where Montilla’s Truth and Tunes with Pili Montilla will be available. Dash Radio is available on 50+ platforms. “Herradura is always thrilled to support artists, especially on Pili’s wonderful Truth and Tunes show on Fun For Life Radio, and we are excited to explore other creative marketing possibilities in the fast-growing streaming internet radio space pioneered by Dash Radio,” states Herradura Marketing Manager Micah McLendon. Tequila Herradura is known for producing high-quality tequila for over 150 years. Herradura has also been named one of the key players to contribute to the massive expansion of the tequila market by 2026, making it a brand to keep your eye on. Tequila Herradura is available widely throughout the United States.

 

Portada LiveAt this exclusive virtual event on September 22, 2021 Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

 

 

 

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