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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.

  • GlaxoSmithKline

Global pharmaceuticals giant GlaxoSmithKline has put its entire media account under review, three years after awarding the business to Omnicom’s PHD and WPP’s Mediacom.The reappraisal potentially puts a US$1.7bn advertising budget up for grabs and comes as part of a mandatory three-year cycle of reviews at the behest of GSKmanagement, According to Ad Age.

 

 

 

  • Advance Auto Parts

Advance Auto Parts has appointed Dallas-based independent agency The Richards Group for brand and creative work and Dentsu Aegis Network-owned agency 360i for media and analytics following a review, Adage has reported.Crossmedia, the media incumbent, did not participate in the pitch.As of late last year, the company operated 5,054 stores and 129 Worldpac branches and employed approximately 71,000 across the United States, Canada, Puerto Rico and the U.S. Virgin Islands, according to its website. The company also serves 1,218 independently owned Carquest branded stores.Advance Auto Parts Inc. spent US$29.1 million on measured media in the U.S. in 2017, according to Kantar Media.

 

  • Wells Fargo

Wells Fargo is launching a new, integrated marketing campaign called “Re-Established”. The campaign, launched nationwide on Sunday, May 6, leans into the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is recommitting to its customers and their satisfaction.The first component of Re-Established is a one-minute commercial called “Trust” that airs nationwide and signals Wells Fargo’s intent in a bold way. The advertisements will run across print, digital,broadcast, and mobile channels. As with previous Wells Fargo advertisements, the campaign acknowledges the diversity of the company’s communities through tailored ads for specific audiences, such as in-language messages in Chinese (Mandarin and Cantonese) and Spanish and advertising in African American media. The Re-Established campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014.

https://www.youtube.com/watch?v=1rrivHxCeeY&feature=youtu.be

  • McDonald’s 

McDonald’s is introducing the new 100% fresh beef Quarter Pounder burgers by launching the “Speechless” campaign,  inspired by the idea that words can’t describe the pure delight, the feeling, and the taste of a hot and juicy burger.  Led by We Are Unlimited, in close partnership with The Marketing StoreBurrellAlma, IW, Resolution and OMD, “Speechless” is an integrated campaign running broadcast, online video, radio, out of home, social media and in digital. Launched nationally on May 7th, work will run through the end of 2018.Charles Barkley, Gabrielle Union and John Goodman help describe customers’ reactions to the taste of McDonald’s hotter and juicier burger. Additionally, Luis Fonsi describes in Spanish just how good McDonald’s Quarter Pounder tastes in spots created for the Hispanic Market. The creative and production of these spots was led by Alma.

https://www.youtube.com/watch?v=L8IQMUSrK6Q

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.

 

  • Amscot Financial

Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial services through its network of retail branches— reveals its latest Spanish-bilingual campaign geared toward a growing and evolving Hispanic consumer segment.  The new campaign highlights convenient financial services for the growing needs of the ‘gig economy’ with the rise in entrepreneurship, self-employment and those seeking professional development.  The broadcast media campaign will launch May 14 and air across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 28 fifteen second combined TV and radio executions.Hispanics represented 51% of Florida’s population growth from 2010 to 2015, according to new population data released by the U.S. Census Bureau.  Nationally, Hispanics have the highest rate of entrepreneurship Standford Business: State of Latino Entrepreneurship.  Amscot Financial launched its first Florida-wide, Spanish-bilingual campaign with Semilla AD in 2013 during Amscot’s expansion to South Florida and continues to actively cater to Florida’s evolving Hispanic market with culturally-dedicated campaigns reflecting their customers evolving financial needs.

 

  • Heineken

Beer brewer Heineken is moving ad verification in-house, Digiday has reported. The company is running a global search for one ad verification technology it can run directly from all its markets. Once the search ends, Heineken will have effectively brought its ad verification in-house,according to people familiar with the matter. There’s a desire at the company, according to one source, to understand for themselves whether the online ecosystem is delivering against its needs and the best use of budget.Heineken has two media-buying agencies: Dentsu Aegis and Starcom MediaVest.

 

 

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  • Nestlé – Starbucks

Swiss food giant Nestlé will spend US$7.15 billion for the right to market Starbucks Corp. products. This is the third-biggest transaction in Nestle SA’s 152-year history. However, the company won’t get any physical assets in the deal. By entering a marketing pact with Starbucks, the Swiss company is revealing the limits to growing with Nescafe and Nespresso.Starbucks is the second-most-valuable brand in fast food, according to BrandZ’s Global 2017 report, which estimates it’s worth US$44 billion. Nestle will take over about 500 Starbucks employees who will remain based in Seattle.Starbucks will continue to produce packaged coffee and other goods in North America, while Nestle will be in charge of the rest of the world. In addition, the Swiss company gets the rights to sell packaged coffee products in supermarkets, restaurants and catering operations under the flagship Starbucks brand.

 

 

  • Lionsgate

Lionsgate/Pantelion/MGM’s Overboard, a film targeting Hispanic moviegoers and fans of Mexican star Eugenio Derbez, came in 2nd for the weekend of May 4-6 as of Saturday AM with US$14.75M at 1,623 venues, the biggest opening in Pantelion’s history. PostTrak reports a Latino turnout of 41%, with the demo giving the pic an 83% positive. Overboard‘s opening is higher than the Mexican star’s April 28 release last year, How to Be a Latin Lover, which opened to US$12.2M and yielded a 2.6 multiple for a final US$32.1M.  MGM and Lionsgate co-financed Overboard, which cost in the low to mid-teens.

 

Text by Karina Masolova

Throughout all of the amazing presentations at #Portada17, one key question was brought up time and time again: As a marketer, how do we market ourselves? Is “Hispanic”-targeted marketing dying, and if so, how do we justify our jobs?

 

Margie
Margie Bravo, Multicultural Marketing Manager, Nestlé USA.

In the face of shrinking budgets and resources, it is more important than ever to be able to present the hard data and business opportunities behind Hispanic and multicultural marketing to your business partners as well as your own boss and co-workers. But it’s not usually the money itself that’s a problem—social media campaigns, for example, can be successful at any budget—but, instead, education.

 

The general perception amongst the #Portada17 crowd is that the “Hispanic” segment will only disappear in one of two ways: 1) nuclear war, and 2) when the “general market” becomes the Hispanic market. The idea that we don’t need to pay attention to Hispanics, or that they aren’t important to the growth of our brands, is dangerous to your bottom line.

The general perception amongst the #Portada17 crowd is that the “Hispanic” segment will only disappear in one of two ways: 1) nuclear war, and 2) when the “general market” becomes the Hispanic market.

According to the industry leaders at #Portada17, the same cultural values that resonate with Hispanics in bi- and multicultural marketing efforts also work to feed into and boost general market campaign results. The multicultural consumer is “part of your brand and part of the growth of it,” even for very “traditional American” brands if you do it right, according to Margie Bravo, Multicultural Marketing Manager, Nestlé USA.

Total Marketing

Seraj
Seraj Bharwani, Chief Strategy Officer at AcuityAds.

Some of the best campaigns are those that resonate with Hispanic audiences without isolating others. The gold standard? Campaigns that welcome African-American, Asian, and other non-Hispanics (including the increasingly diverse “white America”) into the conversation. In a panel, Seraj Bharwani, Chief Strategy Officer at AcuityAds, mentioned one Hispanic-oriented ad that resonated with him because of the strong ties it showed between parents and their adult children who stayed close to home—a unique relationship that also exists in Indian (and, increasingly, Millennial) culture.

Setting aside the debate over total marketing, an integrated approach recognizes the rapidly shifting demographics of the U.S. Half of Millennials don’t fit in neatly to the traditional conception of the “general market”—that is, non-Hispanics. But as our panelists stressed, in order for total marketing to work, it must be done right.

Education is Key

Although Comcast is incredibly supporting of multicultural marketing efforts, earlier in her career, Marie Casimir Fallon, Director of Media Strategy & Planning at Comcast Cable Corporation, had to face pushback. To help resolve the issue, she helped develop an educational curriculum that broke down the numbers behind her ideas and showed why they worked.

To help resolve the issue, she helped develop an educational curriculum that broke down the numbers behind her ideas and showed why they worked.

Marie
Marie Casimir Fallon, Director of Media Strategy & Planning, Comcast Cable Corporation.

One audience member asked during a panel about the “perfect curriculum” to use in teaching others about Hispanic marketing. Although it elicited a few chuckles, the question itself is on-point. In order to gain the support of your company, you need to teach them why what you do is critical. Once you have that, you’re free to “break the rules, and take a chance to make an exciting marketing plan” in the words of Joi Tyrell, the SVP Director of Campbell Ewald/Sociedad.

Today at Comcast, every employee goes through training that teaches them about the demographics of their consumers (including Hispanics), where sales are coming from (both on a demographic and regional level), and where sales can grow. The company’s proprietary software even breaks down how many Hispanics, African Americans, Asians, and other groups the company should have as consumers in any given area and for every given product.

But as Fallon pointed out, you don’t need to have this kind of expensive in-house technology to do a good job—you can work with the kinds of knowledgeable partners and agents you’ve met at #Portada17 who have these tools and can challenge you to do better.

you don’t need expensive in-house technology to do a good job—you can work with the kinds of knowledgeable partners and agents you’ve met at #Portada17 who have these tools and can challenge you to do better.

Joi
Joi Tyrell, SVP Director, Campbell Ewald/Sociedad.

Another successful businesswoman pointed to the secret of her success as “turning off the crazy Latina … you can do that at home.” Although it feels like a small tragedy, the fact is that in order to convince a skeptical C-suite of the importance of Hispanic-oriented marketing, we have to speak their language.

Just like a campaign targeting Hispanics is stronger if the messaging is in Spanish (and takes account of the nuances of the language and culture), management responds to numbers. Don’t pitch your plan as “the right thing to do,” advised another speaker. But even the most mono-cultural C-suite will understand the bottom line (and if they don’t, that’s just bad business).

The key is to anchor yourself in hard data and become a teacher.

The key is to anchor yourself in hard data and become a teacher. Essentially, that’s what marketing is all about, isn’t it? Everything you do has to be driven by accurate market, consumer, and sales research. Otherwise, you and your team are walking blind. If you don’t know where you’re going, how can they, or anyone else, follow you?

 

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.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Baristas

Baristas Coffee Company has expanded its advertising to target US Hispanic-Americans with Spanish TV spots on Telemundo, Galavision, Fox Deportes, CNN Espanol, ESPN Deportes, and Spanish speaking radio stations. The Spanish speaking advertisements focus on Baristas White Coffee single serve cups compatible with the Keurig 2.0 brewing system. Baristas recently kicked off a national multi-faceted advertising campaign which combines digital display advertising, Television, and Radio driving traffic directly to Amazon on Fox News, CNN, ESPN, Food Network, Cosmopolitan Magazine and Sports Illustrated. Also, Baristas has included a broad reaching terrestrial (over the air) radio campaign on over 120 stations nationally utilizing the top radio platform in the country. In addition, Baristas added Spotify to its campaign currently underway. A media plan has been developed extending out over the next 6 months focusing on the expanding Baristas White Coffee product line as well as other Baristas products soon to be announced. Baristas has also partnered with Amazon to offer the only White Coffee single serve cups compatible with the Keurig® K-Cup® Brewing System 2.0.Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic-Americans help drive growth in U.S. coffee consumption, leading the way in growing coffee consumption in the United States. Baristas’ CEO Barry Henthorn told Portada the company handles media placements in-house along with long term relationships.

  • Chrysler

The Chrysler brand is launching a new campaign to share key features of the all-new Chrysler Pacifica with Hispanic customers.Hero” is a 30-second commercial featuring Pablo, a young boy attempting to impress the girl next door. Pablo utilizes Pacifica’s functionality, versatility, technology and bold styling to make the ride to school with his neighbor much more special. “Hero” will run across television, digital and social channels and will be also available on the Chrysler brand’s official YouTube channel.The campaign will air in top Hispanic markets including Austin, Chicago, Dallas, Houston, Fort Myers, Los Angeles, Las Vegas, Miami, New York, Orlando, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Tampa and West Palm Beach.Chrysler’s “Hero” campaign was made in conjunction with Alma DDB. UM/Identity is Chrysler’s Media Buying Agency.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Nestlé

This summer Nestlé is inviting fans to the fascinating world of NERDS® ¡Lucha Grande!, filled with new bold and intense flavor combinations inspired by the classic Dulcerías, Spanish for ‘candy store,’ of your childhood. Alongside new flavors of beloved brands LAFFY TAFFY®, FUN DIP® and PIXY STIX®, NERDS® ¡Lucha Grande! hits store shelves this summer, offering fans a variety of tangy new flavors like the tongue-twisting pucker of Mango Chile and mouthwatering cool of Cucumber Watermelon. NEW items include: NERDS® Guava and Mango Chile & NERDS® Lime and, LAFFY TAFFY® Guava & LAFFY TAFFY® Pineapple , FUN DIP® Mango Lime & FUN DIP® Cucumber Watermelon and PIXY STIX® Cucumber Watermelon, PIXY STIX® Mango Lime & PIXY STIX® Pineapple.With 2016 sales of US$9.7 billion, Nestlé USA is part of Nestlé S.A. in Vevey, Switzerland. In 2013, GroupM won Nestlé ‘s U.S. media planning and buying business.

  • Mindshare absorbs Ogily-Neo

Mindshare, both a WPP and GroupM agency, will absorb Ogilvy’s digital media agency Neo, as part of a continuing consolidation of agencies, MediaPost reports. Ogilvy is also under the WPP umbrella. A few weeks ago, GroupM media agency Maxus was folded into its other media agency MEC. Founded in 2006, agency Neo will now be part of Mindshare’s newly-formed Performance Group. Neo’s management will become part of the Mindshare Performance Group. Nasreen Madhany, Neo’s global CEO, and Bradley Rogers, global COO, will hold the same roles in the Performance Group and will also join the Mindshare leadership team.

 

  • Chevrolet LMAs

The Chevrolet Local Marketing Associations around the country have shifted their media buying business to Carat, part of Dentsu Aegis. U.S. International Media was the incumbent on the business.The Chevy LMAs spent around US$238 million on ads in 2016 according to Kantar Media.

 

  • Casamigos

George Clooney is selling his  tequila brand Casamigos  to Diageo for a US$1bn. The takeover is expected to close during the second half of the year. Casamigos ‘translated as House of Friends’ was initially formed as a private collection of tequila’s for the friends and family of Clooney and Gerber but sales boomed in 2013 when the pair made the label public.Clooney will remain in place along with co-owners Rande Gerber and Michael Meldman. Diageo ows other well-known tequila brands such as Johnnie Walker, Cuervo, Crown Royal, J&B, Captain Morgan, José Cuervo, Buchanan’s, among others.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
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AAEAAQAAAAAAAALYAAAAJGVmNTZiZmI0LTNiNmItNGYxYy05M2Y5LWM0MTE0Zjk0YjM4OQPriscila Stanton, Senior Marketing Manager, International Brands at Nestlé USA, was a key player in the just announced partnership between Nestle and BabyCenter.  Stanton is going to be a speaker at a panel on the all-important Latina Millennial at our upcoming #Portada15 Conference. We conducted the below interview with Stanton ahead of our annual event.

Portada:Do you continue to market La Lechera specifically or also other Nestle products?
P.S:  “I manage two global brands, La Lechera and NIDO in the U.S. targeting Hispanic consumers.  Our division at Nestle, International Brands Division, focuses on bringing global brands to the US consumer.”

Portada: What role does Marketing towards Hispanic woman play within Nestle’s overall marketing organization?
P.S: “Marketing to Hispanics is very important to Nestle.  There are many brands within the Nestle portfolio that are targeting Hispanics, including general market brands.  But my team focuses on Heritage brands that resonate with the Hispanic consumer.  For both La Lechera and NIDO, our target is the Hispanic mom.”

Our division focuses on bringing global brands to the US consumer.

Portada: How has marketing for El Mejor Nido.com evolved since the site was launched in 2011?
P.S: “El Mejor Nido is a multibrand site that caters towards providing recipes and how to’s to our consumers so that they can create traditional and more modern recipes using our wide range of products.  Separately, La Lechera and NIDO manage digital and social sites including Facebook and Twitter.  NIDO also has a stand-alone site –nestlenido.com.”

Portada: Is the Facebook El Mejor Nido site , currently closed?
P.S: “El Mejor Nido Facebook page is still active.”

Portada: What are, in your opinion, the key features of a successful brand marketer?
P.S: A successful brand marketer is someone who has a blend of insight, consumer empathy, curiosity, strategic thinking and marketplace and category knowledge.”

(Read a separate interview on the Millennial Mom with Julie Michaelson, Head of Global Sales BabyCenter.)