Havas Conexiones


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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  • Dr. Pepper, Post Honey Bunches of Oats, Target and T-Mobile

imagesDr Pepper, Post Honey Bunches of Oats®, Target and T-Mobile brands will sponsor for Univision 11th annual “Premios Juventud” (Youth Awards) LIVE from the Bank United Center at the University of Miami on Thursday, July 17, 2013 beginning at 7 p.m. ET/PT (6 p.m. Central).  Dr Pepper returns as main sponsor of two academic scholarships honoring high school seniors of Hispanic heritage pursuing a higher education, which honors one student with US $50,000 and one runner-up with US $25,000. The two winners will attend the Youth Awards show. Post Honey Bunches of Oats® will sponsor the “Premios Juventud” Breakfast with the Stars to be aired on Univision Network’s daily morning show “Despierta America” (Wake Up America).Target will sponsor a musical performance by pop group SONUS during the “Premios Juventud” Arrivals Carpet Pre-Show.T-Mobile USA is once again the official sponsor of the 360 DJ @ PJ experience, a search to find the hottest up-and-coming DJs which will take place at the Surfcomber Hotel in South Beach. Fans can join the conversation by following @PremiosJuventud and using the haghtag#PremiosJuventud on Twitter and Instagram or at fb.com/PremiosJuventud.

  • CVS Caremark

descarga (5)CVS Caremark will acquire Miami-based Navarro Discount Pharmacy, the largest Hispanic-owned drugstore chain in the U.S. The transaction includes Navarro’s 33 retail drugstore locations and Navarro Health.


  • Experian / Univision Communications

descarga (4)Experian Consumer Services-Affinity and Univision Communications Inc. are about to launch a Spanish-language, credit-focused product and online financial resource center called “Credito y Mas” , to bring credit education and products to the Hispanic market for the U.S. Hispanic community. “This partnership with Experian speaks to our mission-driven focus of informing and empowering the U.S. Hispanic community.” said Kevin Conroy, president of Digital and Enterprise Development, Univision Communications Inc.


  • Denny’s

dennys-latino-facebook-188_2Denny’s Corporation has launched its new Spanish-language Facebook page, Denny’s Latino.The page launches with a hub of activity including the ‘Red, White & Blue Slam Remix’ – a featured humorous video performance by a talented Latino rapper surrounding the remixed breakfast hit, Grand Slam®. Denny’s loyal customer fan base will learn about new menu items, promotions and offerings found only on Denny’s Latino through regular updates.


  • Kellogg’s

descarga (2)Yahoo and Live Nation have partnered to supply free live video streams of a different concert each day for an entire year via Yahoo’s video site Screen.Kellogg’s will be the first announced sponsor. The other sponsors that have already been signed up will be announced shortly. With nearly 800 million users around the world, if Yahoo’s series becomes popular could incredibly benefit advertisers who jump on board as sponsors.


  • Pfizer 

descargaPharmaceutical giant Pfizer is introducing content online and on social media platforms to stimulate conversation on subjects such as aging and longevity of life. Consumers will be advised to “Conquer your fears of getting old at getold.com. Fear Less. Live Longer.” Digital agency Huge worked with Pfizer to create the content.


  • Heineken

stinsonHeineken has released a new campaign, advertising its reformulated (and award-winning) Heineken Light brand, featuring actor Neil Patrick Harris. Patrick is shown introducing the beer as the “best-tasting low calorie lager” . However, due to advertising restrictions, he can’t consume the beer on camera. Heineken worked with agency partners at Wieden + Kennedy New York.The commercial directs consumers to see more at a dedicated website,www.BestTastingLight.com. The brand has also redesigned its packaging with a taller, slimmer neck and curved embossment.


CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

Felipe Esparza is “un Buen Fit” for Honda Fit

Esparza for Honda Fit Photo: iSpot.com
Esparza for Honda Fit
Photo: iSpot.com

Combine two of the most desirable and least-understood consumer segments – Hispanics and Millennials – and you get Hispennials, a target market everyone wants to hit. Honda has a big Latino campaign for its little 2015 Fit, using the bulky comedian Felipe Esparza  (photo) hype its many features to Hispennials. The TV spot, via Honda’s Hispanic agency Orcí, includes digital, experiential and social media components, according to Mediapost, based on the hashtag #UnBuenFit. Andrew Orcí, the agency’s CEO, says it’s the first fully integrated, bilingual campaign that Honda has done.

Latinas Lead Hispanic PR Push
Havas PR launched a multicultural practice that will focus on gaining earned media and social buzz within the Hispanic community. Havas Conexiones is led by by five Latinas with Argentinean, Cuban, El Salvadoran, Mexican and Puerto Rican backgrounds, stationed in Hispanic hot spots around the country, including New York, California and Texas. Havas Conexiones has released a report called Mi Casa en Los Estados Unidos: Millennials of the Border States. Among the findings is that 61 percent of the Hispennials surveyed said speaking Spanish was an important part of their lives.

Is “White” a Useless Demographic?
The New York Times followed up its June article on identity fragmentation among Hispanics trying to answer census questions with another piece that discusses the complexities of Hispanic racial and ethnic identity and points out that Hispanics aren’t alone in grappling with this conundrum: Many Arab-Americans don’t consider themselves white. What the NYT makes clear is that the concept of white as a race seems to be defined merely by the absence of any stronger ethnic identity. It concludes by quoting Kenneth Prewitt, a professor of public affairs at Columbia University and the author of “What Is Your Race? The Census and Our Flawed Efforts to Classify Americans,” who seems to think that race is an outmoded concept altogether.

Latinum Network Adds CPG Expertise
The brand advisory service appointed Graciela Eleta as senior strategic advisor. Eleta, formerly SVP of Univision Communications’ Strategy & Insights Team, also gained experience in consumer packaged goods, retail, over-the-counter health products and beverages when she served as vice president of Procter & Gamble’s Multicultural Division. Latinum Network is a member-based brand advisory network that provides proprietary research, a bilingual consumer community and a mobile platform.

First Original Spanish Netflix Production
NetflixNetflix will spice up its existing menu of Spanish-language content with what is likely the first original Spanish series produced by an over-the-top video service. According to Variety, the still-unnamed, 13-episode series produced by Alazraki Entertainment centers around a family feud among a family that owns a soccer club. The show will be shot in Mexico with a Latin American cast. The series is a smart move for Netflix as it continues its international expansion, but it will compete for eyeballs with ad-sponsored video and TV programming.

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