Negra Modelo


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!

  • Negra Modelo

descarga (7)Negra Modelo, a Munich-Dunkel style lager from Mexico, is giving culinary fans nationwide a chance to win a food-filled weekend in Chicago inspired* by celebrity chef Chef Rick Bayless.The winner will get to bring three friends on a three-day culinary tour of Chicago in 2015 as part of a Negra Modelo promotion administered solely by the brand. Fans 21 and older can enter by visiting NegraModeloUSA.com starting Oct. 1 through Oct. 31 and follow the brand @NegraModeloUSA on Twitter, Instagram and Facebook. As part of his partnership with the brand, Bayless has created exclusive recipes that pair perfectly with Negra Modelo and are featured on the brand’s new website.The new digital presence encourages people to describe #theperfectcomplement to their beer on social media and share their own food/beer pairing ideas.


  • Office Depot

descarga (4)Office products brand Office Depot has selected Interpublic’s McCann and sibling media shop UM for North American creative and media chores, respectively, after a review. The company, which merged with OfficeMax last year, spent more than US $100 million on ads in the U.S. in 2013, per Kantar. Incumbents included Omnicom agency Zimmerman, which handled creative and media chores for Office Depot.When the review kicked off, OfficeMax did not have a lead agency.


  • Samsung

descarga (8)After a global marketing services review, Samsung has let incumbent agencies such as Publicis Groupe’s Leo Burnett and Starcom MediaVest Group’s Starcom to retain their portions of the business. Leo Burnett bested shops such as Grey to retain its role as global agency network and Starcom remains the global shop for media planning and buying, according to sources. The other finalists for the media business were WPP Group’s MEC and Interpublic Group’s BPN, said sources.In addition, another Publicis Groupe agency, Rosetta, will join Samsung’s roster and take on a chunk of the global digital business, along with others, including Sid Lee and Interpublic’s R/GA, which already works on the brand.Samsung spends an estimated US $2 billion on media annually. The global review had no effect on agencies that work regionally for Samsung.


  • Strongbow

descarga (5)Heineken USA is putting Strongbow hard cider on TV with a national TV campaign, by Droga5, called “Cider at its Bestest.” The campaign will be supported by “significant” spending.The message the brand is selling is that its cider is perfect as “higher energy occasions,” such as drinking by sunset as the night is getting started.The “Slow Motion Horse” spot begins airing Wednesday, followed by an extended version that will run online. Another ad, called “Three Sunsets,” will run later in fall.Total cider sales grew 84% to US $327 million in the 52 weeks ending Sept. 7, according to IRI, which excludes bar sales.


  • J.G. Wentworth Company

descargaThe J.G. Wentworth Company has named WPP’s VML its Digital Agency of Record and Horizon Media its Media AOR. The new agency assignments are effective immediately.Kansas City-based VML will concentrate on technology innovation, experience design, data infrastructure, modeling, analytics, and reporting. Horizon will focus on media planning, activation, and analytics across channels. J.G. Wentworth reports advertising expense increased in the 4Q 2013 to US $18.6 million from US $17.1 million in the fourth quarter of 2012. For the year, advertising expense was down to US $70.3 million from US $73.3 million in 2012, due to the timing of some of its advertising initiatives.


  • PepsiCo

descarga (6)PepsiCo is launching its own stevia-sweetened cola called Pepsi True that will initially launch on Amazon later this month before hitting stores.The product will contain a mix of real sugar and stevia-leaf extract, giving it 30% less sugar than regular Pepsi. It will be sold in 24-packs of 7.5-ounce cans that will contain 60 calories each, according to a PepsiCo spokeswoman.The launch follows the U.S. launch of Coca-Cola Life, which is sweetened with cane sugar and stevia and began hitting stores in late August.


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!

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.

        • Gain
          GainP&G brand Gain is launching its first Spanish-language Internet “novela”. The novela, called “Novela de Amor”, will be launched this Wednesday May 8 on Gain’s Youtube channel (www.youtube.com/Gain). There will be a total of 4 chapters throughout May. Sources at P&G tell Portada that “Aroma de Amor” is being supported with online and mobile banners. For the Online portion Gain is partnering with Maxpoint Interactive, an ad network to distribute the banners driving to the Gain You Tube page. Maxpoint interactive is not only a reach partner, but it specializes in zip-code targeting consumers in key USH DMAs. For the mobile portion, Gain worked with Ads Mobile and Google’s adMob. Ads Mobile has a top Hispanic mobile network where we can reach Latinos through Entertainment and Home focused sites. Our second partner Google ad Mob will enable us to build reach with access to 80K+ mobile app properties.
        • Acento – Century Link
          Acento has beenselected as Multicultural Agency of Record for CenturyLink, thethird largest telecommunications company in the United States, providing Internet, Voice, TV and managed services to business and consumers in 37 states. Acento will contribute significant category experience andDirect Response expertise for reaching Hispanic consumers. The agency will provide strategic guidance,counsel and full advertising services to the CenturyLink marketing team to ensure breakthrough creative concepts are leveraged across a broad channel mix.
        • Zurich Insurance
          Zurich Insurance Group, a life and general insurance product company, has awarded Interpublic Group of Cos. its integrated global marketing account after a holding company review.
        • Kraft Mac & Cheese
          Having scored a hit with the Hispanic campaign it launched last year, dubbed “Sabemos que te va a encantar” (“We know you’re going to love it”), Kraft Macaroni & Cheese has launched a new round of TV spots and other creative focused on driving home the same core message, in humorous fashion: Eating this American favorite doesn’t make Latinos any less Latino. The three new spots all began airing recently, on channels including Telemundo, Univision, Galavision, Azteca, Discovery en Espanol, MTV3, Fox Deportes, ESPN Deportes and Nat Geo Mundo.The campaign also includes targeted radio ads, and in-store point-of-purchase promotions and sampling opportunities. Social media aren’t part of the current Hispanic campaign, but will be key in upcoming efforts, Kraft brand director, Noelle O’Mara, told MediaPost.
        • Negra Modelo
          Negra Modelo beer will air its first TV spots on the new season of Chef Rick Bayless’ Emmy-nominated series “Mexico: One Plate at a Time.”Two new spots, “Judged” and “Meals,” highlight Negra Modelo’s quality and ability to pair well with a variety of meal options, particularly the Latin flavors that Bayless uses to create his dishes. The new season premiered May 4 on PBS. “Negra Modelo is the lead brand in our robust partnership with Chef Bayless because of the brand’s strong history with quality cuisine,” said Jim Sabia, chief marketing officer for Crown Imports, Negra Modelo’s exclusive U.S. importer. “Our new creative for Negra Modelo showcases how the beer pairs so wonderfully with food, which is reflective of Chef Bayless’ culinary approach.” The partnership between Crown Imports and Bayless includes sponsorship of “Mexico: One Plate at a Time,” as well as Negra Modelo appearing alongside Bayless’ Frontera-branded lineup of salsas, grilling sauces and organic chips for a national promotion, which will be leveraged at retail with POS and value-added promotions supporting Negra Modelo and other brands within the Crown portfolio. Crown Imports and Bayless will also introduce branded food pairings and recipes later this summer which will be featured across brand social media channels.
        • Bacardi
          BacardiBacardi USA has consolidated its media-planning and buying activity to Mindshare following a competitive pitchwith the account estimated to be worth US $130m a year. The shift in Barcardi’s agency roster comes as its new management team continues to stamp its mark on the business. An initiative that has taken place since CEO Ed Shirley took over the company last year
        • Caladryl
          Valeant Consumer Products, a division of Valeant Pharmaceuticals North America LLC, multinational and specialty pharmaceutical company, has recognized the size and growth of the U.S. Hispanic Market as a primary pillar for success for its recently acquired over-the-counter lotion Caladryl®. The brand ranks as the number one outdoor itch brand for Hispanics in the U.S. Recognizing an emerging minority-majority market, Caladryl’s new management team has made a strategic decision to focus more clearly on the Hispanic community with the former Johnson & Johnson product. “We are excited to speak to the Latino consumer in their language about a product they grew up with. Caladryl is a familiar product to the Hispanic community, and we want to foster and embrace that connection through communications developed specifically for this audience, regional Spanish TV, and social media initiatives that will engage our key consumers and drive them to purchase,” states Katherine Salazar, Associate Director of Consumer Products at Valeant Pharmaceuticals. Caladryl® has New York and Denver based cultural agency XL Alliance as its Hispanic marketing partner Caladryl® plans to launch new bilingual creative, shopper marketing programs and digital strategies to support its peak period this summer.
        • T-Mobile and Toyota
          Telemundo Media announced two branded entertainment agreements with T-Mobile and Toyota for its hit telenovela “Pasión Prohibida.” Telemundo will bring the novela characters into the branded entertainment multiplatform campaigns. Both efforts were developed by Conill, the advertising and media agency partner for T-Mobile and Toyota.As the exclusive wireless sponsor, T-Mobile will empower lead novela characters Bruno Hurtado and Bianca Santillana to become real social media personas, enabling fans to follow their every move and expanding their experience from a one-hour broadcast to a 24/7 telenovela. Bruno and Bianca will interact on a daily basis with fans and with each other, posting status updates, feelings, thoughts and pictures via Facebook, Twitter and Instagram, granting fans unprecedented access to these characters.
        • Xoom
          Xoom Corporation, a digital money transfer provider, today announced that Mexican radio personality Eddie “Piolin” Sotelo, has become an endorser for the company. Piolin is starring in a series of radio commercials for Xoom and, during his radio show, he provides live shout outs for Xoom.com, advocating how convenient, safe and fast it is to send money home to Mexico and Central America using Xoom. Piolin’s radio show “Piolin por la Mañana” runs weekday mornings on more than 50 Univision and non-Univision affiliate radio stations in the Spanish language format and online. Piolin is also known for his activism in immigration reform, and has often discussed his own experience of immigrating to the United States on his radio program.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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