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

For prior Sales Leads editions, click here. 

  • Allstate

Allstate Insurance Company announced the launch of its first-ever Allstate All-America Soccer platform to recognize the country’s rising high school soccer stars. In collaboration with MaxPreps, America’s source for high school sports, Allstate will identify the nation’s top high school soccer players in their junior year and award the “Allstate All-American” title to an elite group of 125 male and 125 female players. From the total 250 high school players, 40 males and 40 females will then be selected for the unique opportunity to compete in the inaugural Allstate All-America Cup that that will take place in summer 2019 in the city that hosts the Major League Soccer All-Star Game presented by Target.The matches will be televised on ESPN during 2019 MLS All-Star Week. Throughout the year, Allstate will celebrate the Allstate All-Americans with a comprehensive content campaign fueled with powerful stories about the selected players, original content from celebrity coaches and social coverage of MLS All-Star Week activities. Furthermore, Allstate signed on as the title sponsor of Alianza de Futbol’s “Sueño Alianza” program. Alianza de Futbol is the leading national organization dedicated to the support and development of amateur Hispanic soccer in the United States and Allstate Sueño Alianza provides an opportunity for young Latino soccer players across the country to be scouted by professional clubs for a shot at soccer stardom. Jonathan Gonzalez, who was found by his current club, Monterrey, at the 2013 Allstate Sueño Alianza National Showcase, will serve as the spokesman for the program. Daniel Keats, Director Consumer Marketing-Sponsorships at Allstate Insurance and Kerina Mora, Assistant Marketing Manager at Allstate are both members of Portada´s Council System.

  • QDOBA Mexican Eats

Jack in the Box´s sister company QDOBA Mexican Eats has appointed Marc USA’s Cogniscient Media as its agency of record following a review. The agency will handle all offline and digital media planning and buying duties.It is unclear if QDOBA’s incumbent media AOR, Horizon Media, competed to defend the account.San Diego-based QDOBA operates a chain of about 700 fast-casual restaurants across the U.S. and Canada.The company spent US$3.7 million on measured media in the U.S. last year, according to Kantar Media.



  • Fanta

Fanta, the second-oldest brand of The Coca-Cola Company and one of the most popular brand in the United States, is celebrating young creators living their life boldly and unapologetically through self-expression in Flavor Out Loud, the brand’s newest creative campaign. Flavor Out Loud casts a spotlight on two young adults who embody the FANTA ethos, with the first piece of content featuring Tyler Hassell , an aspiring jam-skater whose signature moves include unparalleled breakdancing tricks and impressive footwork. With product offerings that fit every lifestyle, FANTA takes its new campaign to new heights, capturing the essence and richness of everyday life that’s reflected in the brightness and flavor unique to the FANTA brand.The next release highlights a talented, budding makeup artist with a keen eye for out-of-this-world, abstract designs. The campaign was created by agency Fitzco//McCann.


2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Unilever

In celebration of the diverse Latinx identity, Unilever’s #QueTeMueve platform has partnered with media company BESE for their art gallery showcase celebrating the many faces of today’s American youth. Unilever #QueTeMueve highlights the diverse sources of inspiration that the Latinx community draws from as they forge their own path; one that is true to their heritage and how they want to see themselves in the world. Unilever brought this to life through brand spokesperson, international model and activist Denise Bidot who shared with media and event attendees how she herself has forged a new path within her career while staying true to her heritage.

  • Northwestern Mutual 

Northwestern Mutual announced its renewed commitment to fostering professional growth and confidence in the Latino community by sponsoring the Association of Latino Professionals for America (ALPFA) Convention to be held beginning today through Aug. 2 in Las Vegas, Nev. This is the seventh year that the company has supported the event.ALPFA is a national nonprofit organization whose goal is to develop Latino men and women as thought leaders in every sector of the global economy. From students to professionals, the convention seeks to empower members of the Latino community through career development and leadership opportunities. Representatives from companies around the country network with attendees and provide valuable career advice throughout the event.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

Fratelli Branca – Basso Brovelli ::: Fanta – Production Company ::: Limonadas Terma – Musimundo ::: Tortugas – Kepel & Mata :::OXL – Ogilvy & Mather Argentina  :::

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If yo want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

  • Fratelli Branca – Argentina

BassoBrovelli-BrancaMenta-Basso Brovelli, an independent agency focused on innovation and digital solutions, has been chosen by Fratelli Branca for integrated management of digital campaigns of its’ brand Branca Menta .The agency will be in charge of developing strategies on social networks, mobile applications, design formats, promotions and other duties . It will also be responsible for planning and negotiating the brand digital media guideline.

  • Fanta – Argentina

fanta-Fanta has launched its new campaign, a Production Company effort, which includes TV, radio spots, OOH, digital efforts and an invitation to participate in a contest on social networks to find out “what the taste of the fun is”.Through the hashtag #MiDiversiónTieneSaborA, teens can share on Fanta’s fan page a picture telling what the taste of fun is and the first 50 photos with more likes will win a tablet.

  • Limonada Terma – Argentina

limonadas terma-“Listas para Disfrutar” (“Ready to Enjoy”) is Limonada Terma and communications agency Arthur Newton latest campaign. All throughout September, customers who purchase a refrigerator in any of retail Musimundo’s different branches in the country, will take as a gift a pack of new Ginger Terma Limonada and Lemongrass, in bottles of 130 0CC.

  • Tortugas – Argentina

Tortugas-Tortugas Open Mall has released a new campaign, in which “Lola” and “Nacho “are walking the halls of the mall while a voice narrates the journey of these two characters inside the building, as if it were a fashion show. The new campaign was created by advertising agency Kepel & Mata.

  • OXL – Argentina

olx-Ogilvy & Mather Argentina has been chosen by OXL as its’ advertising agency and is already working on the brand’s communication strategy.

Brand preferences of Hispanics are different to general market consumer brand preferences. This is what the results of the BERA (Brand relationship equity assessment) done by Vision Critical show. The survey, provided exclusively to Portada, shows that Fanta, Oprah Winfrey and American Red Cross are the three favorite brands among Hispanics (see table below). None of these three brands rank among the top 3 among general market consumers. 7,000 Hispanics responded to the survey during the second Quarter of 2013.They had more than 4,000 brands to choose from across 200 categories.

It would be wise for advertisers and agencies alike to pay attention to the ranking in today’s competitive marketplace.  Ryan Barker, EVP of Marketing and Analytics at Vision Critical says that “Leading, Fantahighly profitable global brands have well-established emotional connections with customers that secure the brand’s profitability. These brands have much higher shareholder value making them ten times more valuable to shareholders than brands with equivalent sales but ones that may have more  tenuous customer relationships. This emotional connection correlates at 90% of shareholder value and is the most powerful protector of profitability to the longer term.” Barker will be participating in a panel on “New approaches on how national brands can best reach local consumers” during Portada’s 7th Annual Hispanic Advertising and Media Conference in NYC on Sept. 27.


General Market





Oprah Winfrey



American Red Cross







American Red Cross






Betty Crocker



Discovery Channel






Philadelphia Cream Cheese


Disney Channel



Spike TV






Microsoft (games)


Source: Vision Critical, BERA
The study also revealed the Most-Loved Brands in several categories, with these as #1 in each.
Airlines — U. S. Airways
Automotive — Porsche
Banks — Capital One
Casual Dining — Olive Garden
Celebrities — Oprah Winfrey
Consumer Electronics — Sony Fragrances
L’Oreal Hotels — Marriott Specialty
Retail — Best Buy
Toys — Mattel

Join us at PORTADA Mexico!