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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 Latin American consumers right now.

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

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  • Mary Kay

Mary Kay Inc., a multibillion-dollar beauty company with thousands of independent sales force members worldwide, announces the opening of its newest market – Mary Kay Peru. With a 53-year history, and operations in nearly 40 countries, this expansion strengthens Mary Kay’s already solid foundation in Latin America, while providing a flexible business opportunity to Peruvian entrepreneurs.Mary Kay Peru headquarters will be in Lima, covering operations for the entire country. The grand opening is slated for September of this year. The in-country social media and web presence will be announced shortly.The opening of Mary Kay Peru follows the company’s recent launch in neighboring Colombia. In 2015, Mary Kay Colombia entered the Latin America region with 150 select beauty products in the color cosmetics, skin care, fragrance and body care categories.Mary Kay executives from the United States, Argentina, Brazil, Mexico and Colombia have collaborated with Mary Kay Peru in all aspects of this expansion, from market research to tailoring the Mary Kay opportunity for optimal success in the Peruvian marketplace.

  • Mediavest | Spark

Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. This move underscores the company’s ongoing commitment to evolution, and reflects the agency’s offerings that extend well beyond the parameters of media and investment to include analytics, technology and innovation, insights, content, commerce and more. Since coming together as Mediavest | Spark in March 2016, the agency has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia). It also recently lost Sprint. Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  •  Subaru

Subaru Argentina has selected agency Trade as its new media center. The agency is already working in the All New Outback launch, the new version of one of the most emblematic models of the brand. José Eskenazi is in charge of the account.

 

 

 

  • Nivea Mexico

In 2015, NIVEA closed an international sponsorship deal with Real Madrid, for the following three seasons (until 17-18). NIVEA Men has been supporting the team since the end of 2012. In addition to the sponsorship deal, NIVEA decided to take advantage of some of the Real Madrid’s soccer stars as influencers to boost the brand investment in the Spanish soccer team. The German cosmetics company pushed the brand global presence, including the Mexican market, with the help of well-known players like Gareth Bale, Marcelo, Isco and Dani Carvajal. To date, NIVEA has no plans to make new investment in any other sport.

 

 

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We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
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Join us at PORTADA Mexico!

By Edgar Alejandro Jiménez @edgar85jimenez

What: We talked to Pablo Sánchez, NIVEA Men, Shower, Sun, and Intimate Brand Manager in Mexico, about the company’s international campaign in partnership with Real Madrid, and why the brand chose soccer as its main way to connect with consumers via sports content.
Why it matters: In 2015, NIVEA signed on as an international sponsor of Real Madrid for three seasons (through 2017-2018). Although NIVEA Men has been supporting the team since late 2012, its previous sponsorship had been only at the local level in Spain.

Along with the signing of its international sponsorship agreement, NIVEA decided to capitalize on Real Madrid’s star power by using players Gareth Bale, Marcelo, Isco, and Dani Carvajal as influencers to enhance their investment in the Spanish soccer team. With this move, the German cosmetics company boosted the brand’s global presence, including the Mexican market.

“NIVEA sought to take advantage of Real Madrid’s global popularity, as well as its popularity among the Mexican public, to become a leading brand for men,” said Pablo Sánchez, NIVEA Men, Shower, Sun, and Intimate Brand Manager in Mexico.

Among the huge range of sports available, Sánchez explained that soccer has remained the ideal sport for sports marketing. “In Mexico, soccer attracts millions of fans of all ages, and as a result, there is a great passion for soccer. All the men have had contact with this sport and also have values in common with the NIVEA brand,” he said.

In Mexico, soccer attracts millions of fans of all ages, and as a result, there is a great passion for soccer.

As the most important sport in the Mexican market, as well as Latin America, NIVEA saw its alliance as a way of reaching potential customers in a massive way and through different means, “creating an opportunity to be on their minds and attract them to the brand.”

According to Sánchez, sports marketing helps to associate brand values with sport in order to create strategies between them.

Subscribe to Portada daily Sports Marketing Updates!

Soccer thus became the perfect pretext for the cosmetics brand to approach the male audience on a common ground. Soccer is so strong, that NIVEA has no plans to invest in any another sport at the moment.

Real Madrid C.F.When NIVEA decided to work with influencers, its existing sponsorship deal allowed it to enhance its investment without needing to find external actors. When choosing a sports influencer, Sánchez explained that what the brand is looking for is a “globally recognized player whose values are in line with the brand and is recognized as a good player by the fans.”

Brands seek to generate empathy with their consumers, and they achieve this through players that become part of their image.

“Brands seek to generate empathy with their consumers, and they achieve this through players that become part of their image. In this way, consumers identify with them and, at the same time, with the brand.”

Even so, with the company’s current agreement with Real Madrid drawing to a close soon, Sánchez admits that NIVEA has lacked a strategy to really boost its sponsorship, at least in Mexico. “As a brand, we have not exploited the full potential of the Real Madrid platform. We still have a lot to learn, also insofar as creating the synergy that will have a much greater impact on all of our consumers.”

As a brand, we have not exploited the full potential of the Real Madrid platform. We still have a lot to learn, also insofar as creating the synergy that will have a much greater impact on all of our consumers.

To date, NIVEA continues its efforts to reach every corner of the world in which Real Madrid has a presence. Among these places, Mexico is one of the countries where sponsorship efforts have shown the best results. “Mexico is where we have had the greatest success; [sponsorship] has been used to enhance communication at many points of contact, from television to point of sale,” said Sánchez.

For Nivea Sun Kids, FCB Brasil used technology to emphasize the emotional bond between a mother and her child, creating a mobile app that literally maps that connection.

Source: FCB
Source: FCB

Print ads in Veja Rio magazine included a tear-off bracelet designed to be fastened around a kid’s wrist. The bracelet connects to Nivea Protégé, a branded mobile app that the mother can use to set up a geofence for the child. If the bracelet-wearing child wanders out of range, she’s alerted by the app, which also shows her whether she is moving toward or away from the child.

The print ads for Nivea Sun Protection ran in 2,000 copies of the popular women’s magazine, targeted to subscribers who lived near Rio de Janeiro’s beaches — Ipanema, Copacabana and Leblon.

While Nivea is known as a traditional and reliable brand, the agency wanted to use digital media to reinforce other key dimensions to the brand, according to Joanna Monteiro, executive creative director for FCB Brasil. She says her team looked for a way to emphasize “a fresher, modern attitude that still relates to its core essence: the ultimate skin protection and care to Nivea consumers.”

Nivea wanted a fresher, modern attitude that still relates to its core essence.

nivea-sunband-4This highly bespoke campaign wasn’t easy to pull off, Monteiro says. The water-resistant bracelet is moisture-resistant and reusable, designed to last up to a year. It contains a Bluetooth chip to connect to an Android or iOS phone and a long-lived battery. Once Mom downloads the app, she syncs it with the bracelet as she would any other Bluetooth device. She can then set the maximum distance her child is allowed to wander away from her.

“We had to find the balance between three key variables: the material, the print quality and the chip support,” Monteiro says. “For the ad to be rolled out massively, it had to hold a good print quality and to be cheap enough. Finally, the paper had to be firm and good enough to support the chip’s grip to the bracelet. So, yes, it was quite difficult.”

Nivea will maintain the app for at least the year that the bracelets may continue to function; and FCB may decide to run the ad again in other beach cities in Brazil or elsewhere. The Nivea Protégé app doesn’t deliver any brand messages, coupons or other marketing endeavors; it’s strictly a kid locator. The agency could not disclose whether the app collects any anonymous or personal data, citing client confidentiality.

There were no definnivea-sunband-5ed metrics for success for this campaign, Monteiro says; the goal was to generate excitement and interest in social media — and she reports that the buzz was huge.

Another benefit of the bracelet is that, with its prominent logo, it turns the child wearing it into a mobile advertisement for the brand.

Susan Kuchinkas @susankuchinskas

A summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now. 

Havas / Ecuadorean Tourism Board – Ecuador ::: Nivea – Global ::: Artware – Argentina ::: Purina Pro Plan – Argentina  ::: Zastre Brand Builders – Mexico ::: Hitachi – Spain :::

havas-285x123Havas Media / Ecuadorean Tourism Board – Ecuador

Havas Media has won the account of the Ecuadorean Tourism Board

 

 

Human - Nivea 156

Nivea – Global

The Argentinean agency Human has been chosen by Nivea to produce its global ad campaign. The campaign includes multi-media actions: TV, print, digital and trade.

 

 

 

Minerbi - Artware 156Artware – Argentina

Minerbi/Silveira is the new corporate communications agency of Artware in Argentina.

 

 

 

Di Paola - Purina Pro Plan 156Purina Pro Plan – Argentina

Di Paola has been appointed digital agency of Purina Pro Plan in the country. The agency will be in charge of Purina´s digital marketing, creativity and online communications. Di Paola also works with Nestlé and Dolce Gusto.

 

 

Zastre

Zastre Brand Builders – Mexico

Miguel Fernández Sitges, dreams builder director and Gabriel Chairez Montalvo, strategy builder director have founded Zastre Brand Builders.

The agency will provide its clients with ATL and BTL, creativity, media buying and planning, digital media, PR and communication strategies.

 

Hitachi

Hitachi – Spain

CRM´s Orbital Proximity has won the Hitachi digital account in Spain after a pitch. Hitachi is sponsor of the Club de Triatlon X3M de Majadahonda and will work under the spots “Reto Ponte en Forma” and “Reto Mejora tu marca”.