Modelo Especial


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. 

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.

  • Toyota and Club América

Toyota and soccer team Club América announced their partnership for Tour Águila in the United States to kick off 2018.  As the official automotive sponsor of Tour Águila, the brand will bring the action to fans starting on March 24th in San Diego, California against its rival, Club Tijuana. The Tour consists of a series of friendly matches against some of the most important teams in Liga MX and MLS during the preseason and FIFA dates.  These matches will take place in key Hispanic markets including cities in California and Texas and will be broadcast on Univision Deportes in the U.S. and on Televisa in Mexico. In addition, Toyota will be presenting sponsor of the pre-game Fiesta Futbolera, an interactive Fan Fest celebration of the Club, including a showcase of the team’s championship trophies, Agui the official mascot and legendary player appearances.  Other elements of the partnership include in-stadium content opportunities including live partnership announcements and video, on-field signage, tickets and giveaways. Along with Club América, Toyota will connect with soccer fans at a community level through an association with Alianza de Fútbol, the premier organization in the U.S. dedicated to the support and development of Hispanic amateur soccer.As the exclusive automotive sponsor of Alianza, Toyota will be the title sponsor of the Copita Alianza, a series of youth tournaments that take place from May through October in key Hispanic markets where thousands of children participate.  

  • Ikea

Ikea announced it has appointed Wavemaker to retain its planning and buying business in the U.S. following a global media review that launched in 2016.WPP ‘s Wavemaker will be tasked with driving “deeper integration and innovation” in-store and online across all of the furniture brand’s domestic media channels including data science, multicultural, search engine optimization (SEO) and content offerings, according to the announcement.Ikea spent US$108.2 million on measured media in the U.S. last year and US$106.6 million in 2016, according to Kantar Media. MEC was the incumbent for 11 years.



  • Amgen

Hearts & Science has been appointed to handle pharmaceutical company Amgen’s US$350 million media planning and buying account, following a review, Adweek first reported. Incumbent agency on the account was WPP’s MEC. Amgen produces medications such as Neulasta and Neupogen. The company ad spend in 2018 will approach US$350 million.





  • Modelo Especial

Constellation Brands has announced it has extended and expanded its partnership with the MLS L.A. Galaxy and StubHub Center, making Modelo Especial the official import beer of the club and stadium. The multiyear deal also includes building a Modelo-branded area atop the west terrace. Modelo will also be a lead marketing partner of the team, which will include co-branding marketing materials, fan merchandise, consumer promotions and fan engagements. Previously the Modelo Especial brand was the exclusive import beer sponsor of both the LA Galaxy and their StubHub Center home. Given that the San Diego Chargers are also playing in the StubHub Center these days, ismore Modelo in the offing for sports marketing?




  • McDonald’s

McDonald’s has rolled out  a multimedia Hispanic market campaign centered in Houston that was part of the giant QSR’s January launch of its US$1 $2 $3 Dollar Menu, a key part of its growth strategy, Mediapost has reported.The campaign aimed to connect with Hispanic consumers looking for ways to find value without compromising quality, drive traffic and sales lifts in Houston locations, and support brand affinity among the Hispanic segment nationally by showcasing McDonald’s’ commitment to supporting the Hispanic community, reports Natalie Asorey, a supervisor at the Miami-based Boden agency, which spearheaded the campaign.The campaign “¡Síganme los Buenos! (“Good guys, follow my lead!”)was designed as a test model for adaptation in other key Hispanic markets. it was centered on El Chapulín Colorado — a  Mexican TV character.The campaign included animated social video that teased the brand’s partnership with El Chapulín Colorado, posted on the brand’s U.S. Hispanic Facebook page, McDonald’s Latino, and the local McDonald’s Houston Facebook and Instagram pages.There was also a media tour featuring Roberto Gómez Fernández — the son of the character’s creator and spokesperson for Grupo Chespirito (owner of the character) — and Nelly Quijano, local McDonald’s owner/operator, with national and local general market and Hispanic media outlets.As part of a local media buy, radio and TV spots and influencer content went live on the days leading up to a January 27 takeover event at Quijano’s McD’s location. The team launched a second animated video to announce the campaign that revealed the character and encouraged consumers to try the new $1 $2 $3 Dollar Menu. At the same time, the local giveaway rules were published on the McDonald’s newsroom.





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  • Tampico Beverages 

Chicago-based Tampico Beverages, one of the world’s leading beverage brands that has successfully cornered a niche of multicultural, economic, family shoppers, announced the launch of its brand refresh, including an updated logo, a new look and feel across its family of fruit flavored juice drink products, website and social media channels. To celebrate this milestone and provide consumers with a chance to engage with Tampico’s new brand expression of being “Imaginatively Curious,” Tampico brand ambassadors will be hosting activations in seven major cities across the U.S. starting today. The new logo, with juice droplets emanating from the Tampico name, is designed to symbolize a burst of flavor, with the letter “o” converted to a smile that conveys the fun found in Tampico juice drinks.The brand refresh is simultaneously being rolled out across Tampico’s products and digital properties, including its website, blog, Instagram, Facebook and Pinterest.Tampico will continue its branded activations, “Tampico Tuesdays,” every Tuesday between March 20 and May 1. Brand ambassadors will surprise locals in seven cities with exclusive Tampico wristbands, while accompanied by roaming mobile billboards designed to look like larger-than-life bottles of Tampico. Events will take place in select public spaces in major cities including Chicago, Miami, Los Angeles, Atlanta, Houston, Dallas, and New Jersey.


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.

What: Portada talked to John Alvarado, Crown Imports Senior Director of Brand Marketing, and a member of Portada’s Sports Marketing Board, about how his company’s brands target young U.S. sports fan.
Why it matters: As the owner of the Corona brand, the top-selling import beer in the U.S., Crown Imports uses sport sponsorships to engage millennial audiences.

John Alvarado“Brands are being challenged when trying to reach their consumers, and sports marketing has historically been a good platform to find a captive audience. However, the challenge right now is the segmentation in the sports world. There are so many sports properties, so many sporting events and the engagement level of the millennial consumer is not the same as it historically has been”, explains John Alvarado, Crown Imports Senior Director of Brand Marketing, and a member of Portada’s sports marketing board.


Brands are being challenged when trying to reach their consumers, and sports marketing has historically been a good platform to find a captive audience.

According to Alvarado, “A young Hispanic millennial in the U.S., for example, could be watching a soccer game on TV, at the same time he is tweeting about it, sharing information with his friends, and watching what is going on in other sports. This happens all at the same time.”

¿How can a Brand Reach the Younger Consumer through All Touch Points?

What has worked best for Crown Imports, owner of the Corona brand, the top-selling import in the U.S., and other beer brands like Modelo Especial, Victoria, and Pacífico, is a 360 degrees strategy. Doing this means having a great knowledge of the targeted market’s habits, and preferences, to know where to be, and when to be there.

Corona“We have found it very successful to leverage various media platforms and innovating points versus just trying to be at one place. Multiple 360 holistic approaches have allowed Corona to really connect with consumers across multiple touch points around sports. Because consumers are engaging with their sports teams or sports properties in different ways”, adds Alvarado.

Leveraging multiple 360 holistic approaches has allowed Corona to really connect with consumers across multiple touch points around sports.

Although traditional TV advertising still is key for the company, to really cover all possible touch points Crown Imports has chosen a strategic multiplatform approach with a presence on mobile, tablets, and computers, with emphasis on social media. All of this, without forgetting the offline experience.

“First of all, we need to do research in terms of understanding how consumers are interacting with different sports properties and sports events. After that we need to find a way to make sense for our brands to engage with them around those different touch points”, explains Alvarado.

We need to do our research in terms of understanding how consumers are interacting with different sports properties and sports events.

There is one thing about sports marketing that won’t change: the passion that a sport awakens in a fan is the emotion brands want to connect their consumers with. The challenge is to stick out, among all the brands which are using the same connection. To do so, Alvarado sees one option: link the brand to experiences.

Also read Crown Imports’ John Alvarado: “The Latinization of America is a great opportunity to tap the Hispanic consumer”

“In boxing, for example, around a week before the fight, the audience wants to live a meaningful experience, inside of the boxers. They want to know about boxing strategies or information that is little available. Once you get closer to the day of the event, you can upgrade the experience of seeing the boxing belt, that is something very simple but the multicultural millennial consumer really likes to share this on its social channels, and let everyone know what he is experiencing”, says Alvarado.

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This is Alvarado’s three-step strategy to reach young, multicultural, sports fans

  1. Identify the property or sports platform that engages your target consumer. It doesn’t have to be for every consumer out there. Be thoughtful of who you really are trying to engage, and find that property that will allow you to do so.
  2. Find out how consumers are engaging around that property and think about it weeks before of the day of the game. Don’t just wait until the last day. This way, you can maximize your engagement for consumers, but also your investment.
  3. Fans are looking for meaningful and authentic experiences. Multicultural and millennial consumers are used to being advertised to, and they recognize when they are and they are fine with that. Find out how you can bring the brand’s assets to life, in a way that is meaningful to them.

CHECK OUT: Coca Cola’s Alban Dechelotte: “It’s Natural to Celebrate eSports Fans no differently than any other Passion Point.”

What: Constellation Brands has teamed up with Barclays Center for its most comprehensive arena sponsorship for its brands Corona Extra, Modelo Especial and Ballast Point.
Why it matters: The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and marketing assets.

latam_database-2Constellation Brands is announcing its most comprehensive arena sponsorship for Corona Extra, Modelo Especial and Ballast Point by aligning with Barclays Center. The agreement, which also includes a sponsorship of the Brooklyn Nets, features three individually branded bars at Barclays Center, “official beer” marketing designations and a wide-ranging array of marketing assets.

The new marketing alliance between Constellation Brands, a leading producer and marketer of beer, wine and spirits, and Brooklyn Sports & Entertainment, which controls and manages Barclays Center and the Nets, has designated Corona Extra as the Official Import Beer Sponsor of Barclays Center, Modelo Especial as the Official Import Beer Sponsor of the Brooklyn Nets, and Ballast Point as an Official Craft Beer Sponsor of Barclays Center.

Corona Extra will bring the beach to Barclays Center with the Corona Extra Beach House Bar, which will be located on the main concourse. The soon-to-open branded bar will have a beach-like aesthetic, with island imagery and décor.

DOWNLOAD Portada’s 2016 Sports Marketing Guide!

Casa Modelo, a Modelo Especial branded bar will be open soon on the upper concourse. The bar will feature a fusion of Brooklyn and Mexican imagery and décor. A Ballast Point branded bar will be located on Barclays Center’s main concourse.

Corona Extra and Modelo Especial are the nation’s number one and number two imported beers, respectively. Ballast Point is one of the fastest-growing craft brands in the country, featuring dozens of unique and distinctive styles of beer. Corona Extra and Modelo Especial will receive marketing exposure during a wide variety of programming events at Barclays Center, including Brooklyn Nets games, as well as through digital platforms and in-arena signage.

Highlights of the sponsorship include marketing exclusivity in the imported beer category for Corona Extra and Modelo Especial, along with:

Corona Extra

  • Prominent indoor and outdoor arena signage
  • In-arena brand activations
  • Corona Extra Beach House branded bar on the main concourse
  • Brand exposure during Barclays Center BROOKLYN SHOW and BROOKLYN BOXING events.
  • Consumer VIP ticket experiences for select Barclays Center events

Modelo Especial

  • Modelo Especial branded bar, Casa Modelo, on upper concourse
  • In-arena game-night activations
  • Use of the Nets’ marks at point-of-sale
  • Consumer VIP courtside experiences for select games

Ballast Point

  • Ballast Point branded bar on the main concourse

“Barclays Center has become a modern icon in the sports and music world – a truly can’t-miss venue for entertainment,” said Jim Sabia, chief marketing officer for Constellation Brands’ Beer Division. “We’re thrilled to align with Brooklyn Sports & Entertainment to further promote and build our iconic Corona Extra and Modelo Especial brands in Brooklyn.”

“We are delighted that Constellations Brands sees the exposure and brand-building opportunities for Corona Extra, Modelo Especial, and Ballast Point by forming an alliance with BSE,” said Brooklyn Sports & Entertainment EVP of Global Partnerships Mike Zavodsky.

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. 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!

Click here for prior Sales Leads issues.

  • quiroga Publicidad

Media Buying Agency quiroga Publicidad has opened an office in Orlando, FL targeting the U.S. Hispanic market. quiroga Publicidad has offices in several Latin American countries including Mexico, Colombia and Argentina. The agency’s clients include Nikon, Barcelo Hoteles and Alcatel.

  • Nissan

Azteca America announced that it has signed Nissan as presenting sponsor of the Liga MX Games on Azteca stations through March, 2016 in a total of 27 markets. This deal reflects the Station Group’s ongoing efforts to execute national marketing opportunities with local extensions for client partners.


yyGwmBoj_400x400Telemundo and Kia Motors America (KMA) have partnered on the network’s brand new web series “El Maestro: Unplugged” , which launched on Thursday, May 21. Starring Latin Grammy® winner Luis Enrique, the ten-episode web series follows three up-and-coming artists as he offers advice on how to achieve success in the music industry. Luis Enrique will be featured in the 2016 Kia Sorento and each episode will feature an artist discussing his or her dream of making it in the music industry while taking an inspirational ride in the 2015 Kia Soul. The web series will roll out three new episodes each week, with the finale airing on June 11. This is the first time Kia and TELEMUNDO have partnered for an original web series, which will include on-air promotions and related digital activations.As the official sponsor of “El Maestro: Unplugged,” Kia’s sponsorship will include integration of the 2015 Kia Soul and 2016 Kia Sorento in each episode, a Kia-branded custom landing page for ‘El Maestro’ within Billboard En Español, and weekly social posts highlighting the Kia brand on Facebook, Twitter and Instagram.

      • Mondelez

6D3DK65E_400x400Mondelez has kicked off a review of its global media buying and planning business in an effort to consolidate its roster.The agencies competing to share for Mondelez’s global business are the company’s two incumbent global media agency networks, Dentsu Aegis Media and Starcom MediaVest. The groups will seek more business across five regions and multiple snack categories, including the company’s Gum and Candy, Biscuit and Chocolate divisions. Mondelez’s two incumbent regional agencies — PHD for UK and Madison in India have been invited to participate in the review.The review is expected to close by early fall, with appointments effective on Jan. 1.Mondelez, which touts snack brands like Chips Ahoy, Wheat Thins and Ritz, spent US$1.76 billion on measured media globally in 2013, according to Ad Age. In 2014, the company spent us$179 on measured media in the U.S., according to Kantar Media.In 2012, when it spun off from Kraft, Mondelez cut its roster to 4 media agencies from 12.

      • Modelo Especial

descarga (3)Constellation Brands has announced that internationally-renowned soccer players Clint Dempsey and Miguel Layún will serve as brand ambassadors for Modelo Especial, a pilsner-style lager brewed for 90 years in Mexico. The brand, which recently became the second most imported beer in the United States, has partnered with Dempsey and Layún as part of its summer marketing campaign, which begins today and centers around the sport of soccer.The summer campaign positions Modelo Especial as the “Official Beer of the Beautiful Game” and offers consumers a chance to win a trip to meet either Clint Dempsey or Miguel Layún and watch them play in a regular season match. Layún, a member of the Mexican national soccer team and star player for Watford, England, joins Clint Dempsey, the U.S. men’s national soccer team captain and Seattle Sounders FC player, to support the brand with a series of activation programs. Both players are expected to play in the 2015 CONCACAF Gold Cup, an international soccer tournament with 12 qualifying nations from North America, Central America and the Caribbean. The Gold Cup takes place in the United States from July 7-26, 2015.

      • “para chuparse los dedos”/KFC

descargaKFC has launched a new Hispanic marketing campaign called “ para chuparse los dedos,”  created by the Louisville-based KFC Hispanic agency of record, Scoppechio.The campaign announces the return of one of the most famous slogans in advertising history, “Finger Lickin’ Good™.”The new Hispanic work includes TV, digital, radio and out-of-home components to celebrate the Colonel’s timeless menu and the value Hispanic families place on a home-cooked meal. In the television spot, a young mother finds herself hosting a surprise family reunion when loved ones unexpectedly drop by. Stunned yet excited, she realizes she has nothing to feed them— but KFC saves the day. Everyone gathers to enjoy a family meal from KFC, featuring new Kentucky Baked Beans with Pulled Chicken, and, of course, KFC’s Original Recipe® chicken that is always “Finger Lickin’ Good™.”The Hispanic TV spots premier nationally May 25 on Univision, Galavision, UniMas, Telemundo, Fox Deportes, ESPN Deportes and Mun2.

  • Zico 

descarga (2)Jessica Alba is coming back for year two of Zico’s “Crack Life Open” campaign. The new summer ad comes as the coconut water category continues to expand beyond the confines of shelves at Whole Foods and into the mainstream. Zico sales increased from US$86 million in 2013 to US$115 million in 2014.Brand Zico spent a little more than US$8 million on measured media in 2014.For the sopt, Zico is expanding its multimillion dollar national campaign to more “digital, custom content and influencer programs across the U.S.” said Zico spokeswoman Amy Driscoll.Zico’s campaign is by David & Goliath, which picked up the account in February after it was previously handled by Butler, Shine, Stern & Partners.The brand is using Ms. Alba again because she juggles so many aspects of her life and is relatable to consumers, said Lorna Peters, Zico’s chief marketing officer, and David & Goliath’s Chief Creative Officer Colin Jeffrey. The ads feature illustrations of floral designs from illustrator Adam Larson that accompany images of Ms. Alba in a white dress set to a blue backdrop. The campaign features lines such as “Feel beautiful on the inside” and “Flourish from the inside out.”The campaign will be supported with print, out of home and digital ads as well as experiential, Ms. Peters said. Zico is owned by Coca-Cola Co.The campaign will be featured through out-of-home, digital and social in addition with its TV spot. We “didn’t want anyone to overthink coconut water,” Mr. Gallego said. “You should find simpler moments in life.”

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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 8  NEW LEADS HAVE JUST BEEN UPLOADED. 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!

Click here for prior Sales Leads issues.

  • Smirnoff

i7qkU692_400x400Live Nation Entertainment company has announced a global partnership with Smirnoff, which thanks to this strategic deal, will become the official vodka sponsor of 26 music festivals around the world. In partnership with Live Nation, the brand will create experiences that bring artists and fans even more closer through the excitement of being part of one festival. In addition, Smirnoff will develop unique content to share with fans worldwide through social channels related with the brand and festivals including its “Smirnoff Sound Collective”. Taking advantage of this sponsorship, the brand will promote among consumers both inside and outside events, so fans have more opportunities to be part of the Live Nations festivals. Live Nation produces more than 25 festivals in the US and more than 50 worldwide, with exciting artists and diverse audiences in countless musical genres, from electronic dance music (EDM) to alternative, independent, rock and country.

      • Harley-Davidson

1casUGa3_400x400Harley-Davidson has relased its new campaign featuring real riders hanging out in drainage viaducts, doing donuts and wheelies, jumps, ice racing, and dirt racing on Street 750 motorcycles.The new effort includes TV, print ads, online ads, and social media. The broad theme, evoked by the #RollYourOwn social link, is that not only are H-D riders different, but what they do on their bikes is not what you think. The 60-second launch ad shows, among other things, footage of Street 750 dirt and ice racing during the winter and summer ESPN X Games. The ad has double-entendre headlines and Twitter links for each piece of footage: “Man Cave” for the guys in the viaducts; “Fast Tracker” for a racing-tuned Street; “Ice Carving” for the footage of the X Games ice racer; “Hang Over” for a guy doing jumps; and “Morning Donut” for a guy doing donut spins; and black market for what he spelled out on the pavement, US$99, the monthly nut for a Street 750. The ads were co-developed and shot by Minneapolis-based Wolfes LLC. The two TV spots broke March 4 and will continue to air on NCAA Men’s Basketball, as well as on theCHIVE and Heavy.com. Also as part of the campaign, fans and riders are encouraged to share their “Roll Your Own” experiences across Harley-Davidson’s social channels using the #RollYourOwn tag-line.Harley-Davidson also is readying another campaign with partner Marvel, around the forthcoming “Avengers, Age Of Ultron,” which kicks off March 6.

      • Modelo Especial

LOGO_MODELO_2__400x400Modelo Especial, one of the fast-growing beer brand in America, will soon break its first national English-language campaign as it seeks to grow beyond its loyal base of Hispanic drinkers.The campaign, which includes two TV ads, continues a tagline the brand has had in place for a while that encourages consumers to “discover the Especial.” One TV spot describes the brew as a “high-quality, honest beer,” while touting its clear bottle that “shows off its character.”The goal is to introduce the brand to a wider audience. Modelo Especial edged out Heineken, which posted US$739 million in sales after 3% growth during the period.The move comes after Constellation late last year shifted creative ad duties on Modelo from Omnicom’s Goodby Silverstein & Partners to WPP’s Ogilvy & Mather, Chicago. But for the new TV ads, Constellation used a production company that made the ads based on a brand “manifesto” developed by Goodby and La Comunidad, which remains Modelo’s Hispanic agency. Horizon is Modelo’s Media Buying Agency.


      • Safelite AutoGlass

97d4ddcd3138c9d40878df3231ad41a9_400x400Safelite AutoGlass, a unit of Belron that operates in all 50 states, has broken off its media planning and buying account and awarded it to Havas Media after a review. Previously, the business had been handled by Ron Foth Advertising, which also creates ads for Safelite, including social media marketing. Foth continues as lead creative agency.Safelite’s media spending totaled nearly US$30 million in 2013 and about US$23 million in the first nine months of last year, according to Kantar Media. The assignment spans traditional and digital media, including social media.

      • Johnnie Walker

imagesJohnnie Walker’s premier Blue Label blend has unveiled a prototype “smart bottle” that enables the brand to send targeted, personalized marketing messages to consumers.Printed sensor tags in the bottle’s label have technology called OpenSense, which uses smartphones’ near field communication (NFC) capabilities.Whether they’ve invested in a bottle, or are simply lingering near one in a store, consumers can read the tags with any NFC-enabled smartphone to see promotional offers, cocktail recipes or branded content.The technology, created by Norwegian printed electronics company Thinfilm with Diageo Technology Ventures, was introduced at the Mobile World Congress in Barcelona.The technology also lets Diageo track bottles’ movements across the supply chain, in stores and wherever it’s being consumed, and detect whether a bottle is open or still sealed.The prototype bottle is the first initiative to come out of Diageo Technology Ventures.

      • Pfizer

ceca9b6e9b2c3af656aad2448e034455_400x400Pfizer has shifted US$100M planning account to Carat. Planning for the company’s brands such as Advil and ChapStick, which are part of its consumer healthcare division, will shift from MDC’s Assembly to Dentsu Aegis’ Carat. Read more.


Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. 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!

Join us at PORTADA Mexico!

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.

  • Colgate-Palmolive

Colgate-Palmolive just announced that it has entered into a new mobile marketing partnership with the Hispanic Dental Association (HDA) in order to launch the toothpaste and oral health product company’s “Oral Health Month” campaign, this year. Starting today and running for the length of July, this Colgatemobile marketing campaign will be used to help families with a Hispanic American background to learn more about the importance and practice of proper oral care. The reason that this technique was chosen is that Hispanic Americans are increasingly reachable over smartphone channels using SMS. Within the mobile marketing campaign campaign, recipients of the SMS messages will be encouraged to text their zip code and the word “SONRIE” to the shortcode, 24474. For every pledge that they make throughout July, a local dental health clinic will receive $1.00 worth of products from Colgate, up to a maximum of $10,000 (and a minimum of $5,000), with a maximum of $80,000 worth of products being donated overall.

  • WellPoint

WellPoint, Inc., HolaDoctor, Inc., and Univision Communications Inc announced an exclusive media partnership that will provide valuable information to Hispanics who will be eligible for coverage in the newly formed health insurance exchanges later this fall. Under the partnership, WellPoint’s affiliated health plans in California, Colorado, Georgia and New York will be the exclusive health insurance sponsors of Univision’s Peabody Award-winning initiative “Salud Es Vida” (Health is Life). In addition to sponsored television and radio segments and weekly e-newsletters, consumers in each market will have access to information through monthly community town halls and meetings. Univision, HolaDoctor and the WellPoint plans will also collaborate to create a new online experience, a Health Insurance Center on Univision.com that will provide consumers with information about health insurance available in their communities as well as valuable information about health and wellness. The interactive Health Insurance Center will provide Hispanic consumers a place for information exchange and social support, and will feature trusted community leaders that will share information and guidance.

  • Coca-Cola

Mexican National TeamCoca-Cola announced a new Hispanic marketing campaign that celebrates the passion for the sport, the fans and the 30-year relationship with the Mexican National Team (MNT). The campaign includes a new television commercial titled “Wave,” that speaks to fans who share the love for the sport and the traditions that bring people together match after match. “The creative, developed by created by Ogilvy & Mather, will premiere July 1 on Univision Deportes. “Wave” hits billboards July 15 and print Aug. 14. The “Wave” spot is available for viewing at http://youtu.be/B_ko1hZ0Kog. The campaign also includes events during MNT tour matches across the U.S., and a summer retail program that includes point of sale, My Coke Rewards experience and sweepstakes for Coca-Cola fans. Before the U.S. tour matches, Coca-Cola will also bring to life Club Balón Rojo, experiential soccer workshops aimed to motivate teens to engage in physical activity, and provide them with educational tools to gain access to higher education and empower their communities.

  • Crown Imports-Modelo Especial

Modelo Especial, in partnership with FOX Soccer, will kick off the “Modelo Unido” promotion this summer to celebrate fans’ passion for the game by offering them a chance to win one of two grand-prize trips to Brazil in 2014 to discover fútbol on the world’s biggest stage.
Modelo Especial will roll out special promotional packaging featuring in-pack codes that can be entered online for a chance to win. “Modelo Unido represents an opportunity to celebrate the overwhelming passion our Modelo Especial consumers and soccer fans share,” said John Alvarado, senior director, brand marketing for Crown Imports, the U.S. importer of Modelo Especial. “This summer we will encourage new fans to join our tribe of passionate supporters to discover the beautiful game over the beer that goes best with it, Modelo Especial.” As part of the promotion, fans can visit FoxSoccer.com/Modelo to access soccer-specific content including game highlights, match schedules and other soccer news. The promotion will be supported at retail via a new branded soccer goal display enhancer that ties in with the thematic POS offering.Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Crown Imports-Corona Extra

Corona Extra has debuted new creative designed to extend beyond the sun and sand and into the streets and space. The imported beer brand has produced an interactive billboard in New York called “Luna Corona” that uses astronomy to turn the wedge shape of a “waxing moon” into the iconic lime of a Corona.During a window of approximately two hours on selected days this summer, from scientifically identified viewing areas at a New York intersection, the lime-slice-shaped moon seems to rest inside the top of the billboard’s Corona bottle. “This astronomical opportunity aligns perfectly with Corona’s belief that finding your beach can happen however, whenever and, especially in this case, wherever,” said Craig Neely, senior director, brand marketing for Crown Imports, Corona Extra’s exclusive U.S. importer. “The ‘Luna Corona’ execution represents the kind of remarkable experiences our consumers will be seeking all summer long.”Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.

  • Sensis- New Media Director

Sensis, a cross-cultural digital advertising agency, hired Ken Deutsch to lead its media department.

  • Del Taco

Del TacoDel Taco has added its popular returns Shredded Pork Carnitas product line to its summer menu for a limited time. The carnitas products include Carnitas Taco al Carbon, Carnitas Combo Burrito and — new this summer — Carnitas Loaded Fries.”With a great taste at a great value, these delicious carnitas menu items are unlike anything available in the quick-service category and they are a perfect fit with Del Taco’s strategy of emphasizing the lengths that we go to deliver quality on our menu,” said John Cappasola, chief brand officer at Del Taco.Also, for a limited time, consumers can find a coupon for a Free Carnitas Taco al Carbon with any beverage purchase on Del Taco’s Facebook page. Raving Fan eClub members will receive the coupon via email. The Macho Carnitas Burrito, Primo Carnitas Burrito and Carnitas Macho Nachos are available off menu by guest request, according to the company. Del Taco has more than 550 restaurants in 18 states.

  • ITC

Insurance Technologies Corporation (ITC), a provider of insurance agency marketing, rating and management software and services, announced today it has launched a Spanish language version of TurboRater for Websites, its online website rater. TurboRater for Websites will automatically detect the default language of the browser and, if it is set to Spanish, will automatically switch to the Spanish version. If the browser is not set to Spanish, the online consumer can manually switch it to Spanish from the welcome screen. When prospects complete their online quotes in Spanish through TurboRater for Websites, they will receive an email response from the system in Spanish.

  • New Jersey: Weinberger Law Group expands Spanish-speaking services

To meet the growing needs of both the Hispanic and Latino population in New Jersey, Weinberger Law Group recently added two bi-lingual attorneys to the firm as well as offering Spanish and Portuguese translated information on their website.


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Crown Imports outlined its 2013 sales and marketing plans to its U.S. distributor network and select retailers at the Gold Network Summit, its recent annual meeting in Fort Worth, Texas. 2012 was a good year for Crown Imports,  which saw 4.7% growth. Its flagship brand Corona Extra grew 2% and exceeded annual sales of 100 million cases. Modelo Especial  broke the 40-million case mark, up 20.6%, and Pacifico was up 8.5%. Portada spoke to John Alvarado, Crown Imports Senior Director of Brand Marketing, based out of Chicago. Alvarado is responsible for the marketing behind Modelo Especial, the number 3 U.S. Import brand.
Alvarado has helped the growth of Modelo Especial by launching new campaigns, including the  brand’s first ever general market ad campaign and by introducing new packages to garner more consumer occasions. “Modelo Especial’s strategy is a total marketing strategy”, Alvarado says. “We target  Hispanics and non – Hispanics with 360 activation in both English and Spanish. Historically, we  John Alvarado, Senior Director of Brand Marketing, Crown Importsstarted our  efforts with Spanish-language media buys, but are now enhancing them with English-language communications.”
Alvarado and his team have done research that shows that both Hispanics and non-Hispanics are similar in the  things they like about the Modelo Especial brand. “One similarity between the Total Market and the Hispanic market is that they have a “show not tell” philosophy. They want to see communications that are true to who they are.”

The 2013 Media Buy

Modelo Especial’s long-term goal is to be the number 2 Import Beer in the U.S. and  reach 100 million cases. In order to reach that goal it has developed a Total Market approach.  Modelo Especial general market campaign is being aired in six markets up from two last year.  The Hispanic portion of the campaign, developed by Miami’s La Comunidad and planned and bought by Horizon Media is 360 and includes Spanish-language TV, out of home, radio as well as digital media. “There is local print in some markets, e.g. in markets where we want to promote events,  but no national buy,” says Alvarado.
As a whole, the “2013 total market campaign is inclusive of the Hispanic market. In fact, we have seen that Hispanics love the English-language ads and are motivated to purchase.” On the sports marketing side, Modelo Especial has a 5 year strategy tied to International Soccer, Alvarado notes.  Brand ambassadors include U.S. National Team player Clint Dempsey as well as the Mexican soccer player Gerardo Torrado.

We have seen that Hispanics love the English-language ads.

Advice for fellow Marketers

Modelo EspecialPrior to joining Crown Imports LLC, John was with Miller Brewing Company and Jim Beam Brands. While at Miller, he led the Hispanic marketing efforts behind Miller Genuine Draft. At Jim Beam, he served as the Brand Manager on DeKuyper Cordials and he developed the multicultural strategy to grow the company’s brands among Hispanic, African-American, and Gay/Lesbian consumers. With his vast Hispanic and general market experience. Alvarado has interesting advice for fellow brand marketers who are interested in entering the Hispanic market:

1.  ” The Latinization of America is a great opportunity to tap into the Hispanic consumer segment. It’s a very important segment. Not only in terms of  business volume but also because of its influence on the overall marketplace. Hispanics are great brand advocates.”

2. ” Spend time to do the research, because when discussing investments you need to make sure that it works.”

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