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.
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::: Coca-Cola ::: ZICO Coconut Water – David & Goliath ::: Clight – JWT ::: General Mills ::: Youpanqui BBDO :::
Coca-Cola is celebrating the 100th year of its iconic bottle with a global ad campaign in more than 100 countries. The campaign is expected to begin this week. Agencies working on the effort include Wieden & Kennedy, Portland, and Ogilvy, Paris. Other marketing assets shown during the presentation included the phrase “100 years of phsst, fizzzz, clink clink, glug, glug … ahhh.”The campaign comes as the company embarks on a cost-cutting program targeting US$3 billion in annualized savings by 2019. Plans include pouring some of the savings into brand-building.The company would add US$250 million to US$350 million in global media investment in 2015. Other efforts to promote the Coke bottle anniversary include an exhibit opening called “The Coca-Cola Bottle: An American Icon at 100,” later this month at the High Museum of Art in Coke’s hometown of Atlanta.The bottle was originally designed by the Root Glass Company in Terre-Haute, Ind. It “offered a distinct package for an already ubiquitous product launched in 1886,” according to Coke. The company called for the bottle to be colored “Georgia Green,” as a tribute to the brand’s home state.
- ZICO Coconut Water
Coca-Cola’s Zico coconut water brand has selected David & Goliath as its new agency after a review.David & Goliath is expected to start the next iteration of the “Crack Life Open,” began in May by Butler, Shine, Stern & Partners.The new agency comes as the coconut-water category continues to grow. Zico had US$86.7 million in sales in 2013 according to Euromonitor and it’s not clear yet how much Zico will increase its ad spending, and up until now it’s been a small spender, with about US$1 million on U.S. measured media in 2013.The brand, launched in 2004, became majority-owned by Coca-Cola Co., and nowadays, beyond the original flavor, Zico is also available in chocolate, pineapple, mango and passion fruit.
- Clight / Argentina
Agency J. Walter Thompson Argentina has added the second brand to its clients portfolio so far this year.The first one was Telefe and now Clight. The agency will handle the brand’s communications, trying to deliver a message that enables dialogue especially with women.
- General Mills
The food giant aims to grow its organic business up to 1,000 million in 2020,according to executives. The ambitious plan is a reflection of how smaller and healthier food are quickly becoming the main market items. The company increased its natural and organic portfolio late last year with Annie’s acquisition, whose line of pastas, snacks and other products showed sales of US$ 204 million in the last fiscal year.Other General Mills’ natural and organic brands include Cascadian Farm, Muir Glen, Larabar and Food Should Taste Good, which together represent 330 million in sales. However, General Mills still remains strongly linked to its traditional biggest brands. The 600 million organic and natural businesses only represent a fraction of the 17,900 million of the company’s total net sales of 2014.General Mills is making huge steps to improve and achieve a healthier image for its biggest brands. The company has just announced it will reduce sugar in its original Yoplait yogurt by 25%, reducing calories to 170-150. The company has also announced that five varieties of its Cheerios will be released in gluten-free versions this summer, including the original and the Honey- nut. General Mills will use advertising to communicate the news about Cheerios, as it did five years ago with Chex brand, which became gluten free.
- Youpanqui BBDO/Peru
Peruvian shop Garwich BBDO will join Youpanqui, BTL and PR agency. The new unit will be called Youpanqui BBDO. Garwich BBDO will continue operating as a holding company, participating as a shareholder in Youpanqui BBDO, OMD, Porter Novelli and Ed White. Both customers like Youpanqui team, led by cofounder, president and DGC Miguel León will be incorporated into the new agency. Leon, he will serve as chief creative officer and partner of thefirm. Among the new unit’s client will be brands such as: Pepsico, Claro, Bayer, Avianca, VISA, Abbott Nutrition, J&J and TECSUP.