A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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Pharma and consumer-health giant GlaxoSmithKline awarded its more than US$600 million combined global media agency account, including part of GSK’s recently added Novartis health and vaccine business, to incumbents PHD and Mediacom. Incumbents for GSK and Novartis were invited to pitch. Two years ago, GSK consolidated the bulk of its global media buying and planning account with WPP media agency network GroupM and Omnicom’s PHD.After last reviewing its business in 2011, Novartis selected Publicis Groupe ‘s Starcom as its agency to handle its more than US$600 million global media account. Starcom, which has been supporting the account with help from sibling shop Mediavest, pulled out of the most recent review.Novartis spent US$91 million on domestic measured media in 2014, down 31% from the us$133 million it spent in 2013. By contrast, GSK spent us$453.3 million on measured media in the U.S. in 2014 — 10% less than it spent in 2013. The company spent us$1.11 billion on total global advertising in 2014, according to the Ad Age Datacenter.
- Doritos Rainbows
Doritos has launched a new multicolored bag of chips dubbed “Doritos Rainbows” , a limited-edition product supporting the lesbian, gay, bisexual and transgender community.It will only be available to supporters of the It Gets Better Project that donate US$10 or more through www.ItGetsBetter.org/DoritosRainbows while supplies last. All proceeds will help fund the group’s efforts.To fight bullying agains LGBT teens, the It Gets Better Project created a Youtube channel to encourage and support young people, sharing their own stories of adolescent turmoil and how they found peace as adults. Now the project is a worldwide movement that has inspired more than 60,000 user-generated videos that have been watched more than 60 million times. The brand is also sponsoring for the first time the Dallas Pride Parade, scheduled for Sunday, Sept. 20. There will be a Doritos-branded booth and a float populated by PepsiCo associates and their families.Donors and supporters will also be encouraged to share photos and videos on social media using the hashtag #bolderandbetter.
Samsung and Toyota are reaching U.S. Hispanic millennial audiences through product integrations and related promotional support for its new feature film, the sci-fi thriller “Reversion,” with NBCUniversal’s Fluency Productions help.The English-language movie will debut on October 9 in Los Angeles, New York, and Chicago, followed by a wider national release.The movie will also air on Syfy, Telemundo, and NBC Universo, with availability via mobile, Web, and video-on-demand channels.Samsung smartphones and tablets will be integrated in scenes throughout the movie and Toyota’s 2015 Camry and Highlander will feature in some of its more suspenseful situations.In addition to its product integrations, Samsung is sponsoring exclusive original video content, including digital shorts on Telemundo.com; the shorts will be targeted to audiences across NBCU’s properties by NBCU Hispanics Plus, its targeting service.Toyota has developed custom video content featuring “Reversion” star Jeanette Samano about her role in the movie, her life as an actress and her Hispanic heritage. The Toyota content will be featured on a dedicated Fandango Cine page on Telemundo.com, as well as Fandango Cine’s Facebook page.
- “Stand Stronger”
Republica, an independent cross-cultural advertising, communications and digital agencies, has unveiled “Stand Stronger,” Citizenship Awareness Campaign, a comprehensive campaign designed to encourage the 8.8 million eligible lawful permanent residents to apply for and obtain U.S. citizenship.The campaign is a project of non-profit Civic Nation that will leverage the Obama Administration’s efforts to build a multi-year, nonpartisan, educational, public awareness initiative supported by the public sector (federal, state and local governments), private sector, philanthropy and media. The goal is to educate and empower the millions of eligible permanent residents to become new Americans by pursuing the naturalization process in order to access opportunities and to reach their full potential as U.S. Citizens.Republica is providing its services pro bono, including strategy, branding, creative, digital, messaging and social media platforms for the campaign, which are all focused on demystifying potential obstacles that are inhibiting eligible permanent residents from applying for citizenship.The multi-year effort will be launched in English and Spanish (“Mas Firme. Mas Fuerte.”) and will also include Chinese Mandarin and Tagalog assets, targeting regions with the greatest populations of legal permanent residents – California, New York, Texas, Florida, Illinois, New Jersey, Massachusetts, Virginia, Washington and Arizona.”Stand Stronger” is a multiplatform campaign that features a website (CommitToCitizenship.org) built by Republica, as well as public service announcements, social media platforms and engagement (@StandStrongerUS), digital advertising, and print collateral. Celebrity influencers will also be incorporated into forthcoming creative assets of the campaign.
- Suero Oral® Inc.
Suero Oral® is expanding is expanding its market reach by adding new beverage concentrate packaging, designed by tricorBraun. Suero Oral® is a functional beverage containing electrolytes that replenish the body’s fluids lost either through exertion or through fever or vomiting due to illness. It is based on a traditional Latin American home remedy used by generations of mothers to treat their children losing fluids due to illness, as its name, which translates as “oral serum.”Since 1999, Suero Oral Inc. has sold this product across the United States, targeting the Hispanic market through small bodegas and grocery stores.Suero Oral products are sold in all 50 states and are also exported throughout the Caribbean and to Asia.Now, the company is expanding its market reach by adding new beverage concentrate packaging, designed by tricorBraun.The smaller packaging would also offer Suero Oral the opportunity to place its products in locations that would not accept the larger bottles, such as on store countertops and in convenience stores that were ideal locations to reach these younger, on-the-go customers. It would also let workers carry the restorative supplement more easily and let younger users individualize the amount they dispensed to meet their personal taste and need, which would appeal to that group.From the concentrate bottle designs that TricorBraun had created, Suero Oral chose a fluid, subtly asymmetrical two-ounce squeeze bottle with a flip-top closure for its convenient size and dispensing functionality. Each bottle is decorated with a full body shrink sleeve label carrying an image that reflects the image on the larger bottle of the product.The new concentrate packages were shipped to distributors in early May for placement in Suero Oral’s retail outlets.
- New York tri-state McDonald’s
New York tri-state McDonald’s independent owners will pay tribute to Gloria Estefan, the most successful Latin crossover artist of all time, as part of McDonald’s “Celebrando Nuestras Leyendas” (Celebrating Our Legends) in honor of Hispanic Heritage Month. In-store materials that will be found in McDonald’s restaurants throughout the New York/New Jersey/Connecticut Tri-State area as of September 18 will highlight Gloria Estefan’s legendary achievements. Additionally, a QR code will lead guests to an exclusive video-tribute honoring Gloria. Customers can also visit https://www.mcdonaldsnytristate.com/gloria_estefan/ to take part in the various activities this program has to offer, including voting for their favorite of two original illustrations created exclusively for McDonald’s: one of Gloria at the beginning of her career and the other featuring the legendary Gloria of today.This is the fourth year of the McDonald’s “Celebrando Nuestras Leyendas” program, which pays tribute to Latin legends in the world of entertainment and sports that have made great contributions to American culture. McDonald’s “Celebrando Nuestras Leyendas” also furthers its commitment to community by donating to charities that the honoree supports. This year, McDonald’s New York tri-state area owner/operators will donate to the Gloria Estefan Foundation, which is dedicated to promoting health, education and cultural development.