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E What Brands Tell Us

Soccer Marketing

Do Brands Really Believe in the Growth of Soccer in the U.S?

Soccer marketing – including sponsorships, experiential activations, advertising/branded content, and influencer marketing – is in most marketers’ mouths. But do brand marketers really believe soccer will have a transformative impact on marketing? We surveyed the decision-makers, and this is what they have to say.

How Delimex Created a Complementary Product to Its Frozen Tacos

By introducing the Delimex Taquito Platter custom mold, Delimex has created a complementary product to its flagship frozen tacos and taquitos. Lauren Nowak, Brand Manager, Delimex tells Portada that the “plate is designed as a perfect vehicle for serving Delimex Taquitos and encourages consumers to purchase them to use together.

Experiential Marketing

Bacardi’s Keller on the Link Between Experiential Marketing and Contextually Relevant Content

Contextually relevant content has become a critical asset in the post-cookie world. Using the example of the recent Bombay Sapphire Campaign, Jaime Keller, Brand Director of Bombay Sapphire Gin for North America at Bacardi, explains how experiential marketing campaigns can be used to create contextually relevant content. She also tells Portada about the passion point the campaign is centered on, the type of media used, and how experiential marketing activations are measured.

Mexican Soccer Sponsors

BBVA’s Alejandro Mayer: Meet a Leading Figure Behind Mexican Soccer Sponsorships

With a 21.8% market share, BBVA is Mexico’s largest bank ranked by assets. The financial institution invested US $157 million in LigaMX and related properties between 2013 and 2024. That is why Portada recently talked to Alejandro Mayer, Director of Marketing Capabilities at BBVA Mexico, a key executive behind the institution’s La LigaMx soccer sponsorships.

Mexican Culture

How Diageo’s Tequila Don Julio Celebrates Mexican Culture in the U.S. and Beyond

Mexican Culture is all the rage in the United States and globally. Brands are leveraging and accelerating this trend. An example of this is Tequila Don Julio’s new global brand campaign. We asked Christina Choi – Senior Vice President – Tequila, Gin, and Breakout Growth Brands at Diageo, to understand how she leverages the strong influence of Mexican culture. Nicola Heckles, Vice President of Marketing Global, Smirnoff at Diageo, provides an additional example.

How Procter & Gamble’s ‘Always’ Benefits from the 4R Framework

P&G Marketing: At the ANA Multicultural Marketing Conference, P&G’s Mark Pritchard, Chief Brand Officer, The Procter & Gamble Company, and Leyla Coffey, Vice President, Multi-Cultural Business Acceleration, The Procter & Gamble Company, showcased P&G  brand initiatives in which they used the 4R Framework: a system encompassing four elements; Relevance,  Reach, Representation, and Resonance,  that matter in brand building for inclusivity.

In-house Advertising

In-Housing Advertising: HP’s Karolina Tuszewicka Provides the Dos and Don’ts

In-house advertising is becoming more frequent in Corporate America.  A recent study found that 82% of ANA members now have an in-house agency for some marketing services, compared to 78% in 2018 and 58% in 2013. However, media planning and buying still represents “the final frontier for in-house agencies,” according to the report. Karolina Tuszewicka, Head of Media, LATAM at HP Inc, has in-housed advertising for the IT company in the U.S. and Europe. Portada interviewed her to learn all about the dos and don’ts of in-housing advertising.

How Tajin Expands its Marketing Beyond its Mexican American Core Consumer

Tajin, the Mexican company that produces several varieties of condiments consisting predominantly of chili peppers, lime and salt, entered the U.S. market in 1993.  It has since obtained a considerable following among Mexican Americans. The brand also targets the overall U.S. population transcending cultural and linguistic boundaries. Portada interviewed Luis Alfaro, Brand Leader of Tajin USA.