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What: To leverage the UEFA Champions League, Pepsico launched a 360º campaign spanning 13 Latin American countries featuring some of the sport’s greatest household names.
Why it matters: The campaign offered an integrated experience through a variety of platforms and social networks, as well as mechanics tailored to each market in order to spark consumer engagement.

 

Hosted by the UEFA, the Champions League is the annual sports event that captivates the most spectators globally. Pepsico, ever the master in larger-than-life partnerships, has wisely profited from the event’s massive audience, launching a campaign along with the soccer powerhouse for the fourth consecutive year.

Their latest joint venture spanned over 13 Latin American countries and lasted three months starting in April, and it featured some of the sport’s greatest household names: Argentina’s Lionel Messi, Spain’s David de Gea, Uruguay’s Luis Suárez, and Chile’s Gary Medel.

The idea was to create a comprehensive 360º campaign to offer participants an integrated experience through a variety of platforms and social networks acting as points of sale. First, they forged a strategic partnership with ESPN to keep viewers interested and foster interaction all throughout the tournament. Then, its local branches conceived cleverly focalized campaigns per region throughout Latin America, that used different mechanics based on their consumer’s profile, behavior, and what dynamics they find the most engaging.

For example, Chile’s Minuto de Gol required participants to guess the exact minute the first goal would be scored. Demuestra tu pasión asked consumers in Guatemala to solve a trivia. El llamado de la Champions coaxed Mexican fans to register as many codes as possible to accumulate points. For Brasil’s self-explanatory Lay’s te leva para la final da UEFA Champions League, all viewers had to do to participate was registering a code online. Participants could win from Lay’s products and official UEFA playing balls to the ultimate prize: a trip to watch the final, Tottenham vs. Liverpool, at the legendary Estadio Metropolitano in Madrid.

Portada talked to Nicolas Lopez Marti, Senior Director, Core Salty Brands, Central and South America at Pepsico, in order to find out more about the strategy behind the campaign.

 

Nicolas Lopez Marti is a recent addition to Portada’s Brand Star Committee Latam. The committee’s next in-person meeting will take place at Portada Mexico, 17 October 2019.

 

Portada: Which were the 13 countries that participated in the campaign?

Nicolas Lopez Marti: Colombia, Peru, Chile, Argentina, Uruguay, Paraguay, Guatemala, Honduras, El Salvador, Costa Rica, Panama, Puerto Rico and Republica Dominicana.

 

Portada: Was the campaign also aimed at Hispanic audiences in the U.S.?

N.L.M.: Lay’s has a strong presence with Hispanic fans on sales points. Based on our knowledge of the audience, we’re completely sure that by featuring Lionel Messi as the campaign’s main international spokesman, we’d be able to connect with them on a special level.

 

Portada: Which media did you use the most? Broadcast, video, social…?

N.L.M.: It was an integrated campaign, present on OOH, radio, TV and very strongly on digital media. We also added PoS dynamics and interactive games so the consumers could get the full soccer experience when they purchased their Lay’s.

 

Portada: Which were some of the most outstanding activations?

N.L.M.: Throughout February, we had the actual “Orejona”, the famous Champion’s League cup on display at a huge public event in Guatemala, featuring celebrities and players. We also planned an interactive activation to complete the virtual “Topps” figurine album, which is very famous in Colombia, Argentina, Peru, Uruguay, and Paraguay.

 

Portada: What has been your main social media strategy?

N.L.M.: Our already strong regional presence on Instagram and Facebook, and influencers from each country narrating their experience live during the actual final match.

 

Portada: Did you notice a direct impact of the TVC on your social media initiatives?

N.L.M.: Absolutely. Showing superstars like Messi, Suárez, De Gea, and Medel touched consumers directly; they felt widely motivated to interact with Lay’s on social networks and participate in the dynamics. Plus, the prize to see the final in Madrid was the greatest motivator to interact with the brand.

 

 

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.

For prior Sales Leads LatAm editions, click here.

  • Apple

Originally scheduled to open its doors in early 2019, Apple’s first Latin American flagship store is back on track for unveiling in an upscale Mexico City mall later this year after undergoing a major redesign to consolidate two stories of floorspace into one. Construction of the large single-story standalone structure at Antara Fashion Hall in Ciudad de Mexico’s (CDMX) Polanco district has been ongoing for months. Apple committed to plans to build a Latin American flagship in 2017, just six months after opening its first retail store in the region at Mexico’s Centro Santa Fe mall. The Antara location was selected over a nearby plot on Avenida Presidente Masaryk due to the first store’s strong enterprise sales, which currently account for more than 40% of all revenue.

 

 

  • PepsiCo/ Grupo Gepp

PepsiCo plans to invest US$4B in Mexico between 2019-2020 with partner Grupo Gepp and create around 3,000 new jobs. Part of the investment will go toward a US$109M new plant in the central state of Guanajuato, which should be operating at full capacity by 2025. Grupo Gepp markets Pepsi products in Mexico.

 

 

 

 

  • Adsmovil / Rappi 

Adsmovil, leader in mobile advertisement in Latin America and the Hispanic market in the United States, and all-purpose delivery application Rappi have joined forces to launch Click2Rappi. Software Click2Rappi is aimed at recognizing users’ taste through their searches and online purchases and offer them certain products according to their location. In addition, the software will make sure the product is actually available and deliver in time by the closest “Rappitendero”.The products will be offer through advertising display on the pages through which the person navigates.Rappi users will be able to buy what they want with a single click as the software  will send them directly to the payment. For those who do not have the application, it will allow them to quickly register and close the purchase.

 

 

 

 

  • Visit Orlando

 

A rise in tourists from Latin America helped push Visit Orlando to yet another record number of visitors last year, solidifying the region’s position as the country’s most-visited destination, Orlando Sentinel has reported. Officials with the tourism marketing agency announced that a record 75 million people visited Central Florida in 2018, a 4.2 percent jump from the previous year.The increase included an 8.1 percent jump to 893,000 visitors from Brazil and a 13.4 percent boost in tourists from Mexico to 382,000.The record comes as the region gears up for another string of hotel openings during the next two years, as dozens of projects are expected to finish.

 

 

  • Mercado Libre

Online Marketing agency Interactivity will continue working with Mercado Libre to develop the content and manage the company´s LinkedIn profile, in order to amplify job searches of the leading e-commerce company in Latin America .Interactivity will develop the brand´s digital strategy, audiovisual content and manage the LinkedIn community for the entire region.

 

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • JetBlue

JetBlue announced that its new and expanded Guayaquil service, with daily nonstop flights between New York’s John F. Kennedy International Airport (JFK) and Guayaquil, Ecuador’s José Joaquín de Olmedo International Airport (GYE), is now out for sale. JetBlue will launch the new service on December 5, 2019 (a). Flights will operate daily and the new route will become the longest in the JetBlue network, stretching beyond today’s longest route by more than 200 nautical miles.Home to more than two million people, Guayaquil, is buzzing with colorful cityscapes, outdoor gardens and zoos. The city is also a convenient gateway to the natural beauty of the Galapagos Islands. With quick and easy flight access from Guayaquil, travelers can get up close and personal with wildlife while surrounded by unique landscapes unlike anywhere else in the world.Guayaquil is the second city in Ecuador JetBlue serves and the sixth JetBlue city in South America overall. The airline first launched daily service between Fort Lauderdale and Quito in 2016. Existing service between Fort Lauderdale and Guayaquil launched February 2019.

 

  • Holiday Inn Piura

IHG (InterContinental Hotels Group) announced the opening of the newly-built 118-room Holiday Inn Piura hotel located in the coastal city of Piura, Peru. The Holiday Inn Piura hotel is the company’s first brand to open in Piura, which is the business hub of Peru’s northern region.Holiday Inn Piura is owned by Corporacion Hotelera Piura S.A.C. and operated by Grupo Agrisal Division Hotelera. The hotel is part of IHG’s diverse family of brands in nearly 100 countries and territories.Gerardo Murray, Regional Vice President Marketing, Commercial and Revenue Strategy, Mexico, Latin America and Caribbean, IHG, said: “We are proud to continue IHG’s growth in Peru with the opening of Holiday Inn Piura. We are excited to bring business and leisure travelers a welcoming stay they can count on while exploring new destinations within this magnificent country.”

 

 

  • Tapestry Collection by Hilton

Hilton has announced the signing of ROK Hotel, Kingston, Tapestry Collection by Hilton, representing the brand’s debut in Jamaica and the Caribbean.Slated to open in 2020, the 168-room property, owned by PanJam Investment Limited, sits in a multi-purpose complex on the Kingston Waterfront and will include retail, on-site entertainment and commercial office spaces.Under redevelopment to further revitalize the Kingston Waterfront, the 12-storey building originally opened in 1977 as the Oceana Hotel. Now, it is being transformed into ROK, Kingston, a contemporary hotel offering guests convenient access to the National Gallery of Jamaica and the historic landmark, Port Royal.

 

Join us at PORTADA Mexico!

We are excited to announce that Eric Melis, Sr. Marketing Director – LATAM Beverages at Pepsico is joining the Portada Americas Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Miami, on April 11  at Miami’s East Hotel.

Eric started his career in the marketing industry 21 years ago. Although he spent a couple of years working for Kraft Foods and Phillip Morris Intl, Eric developed and continued building most of his expertise in marketing while working at Pepsico.

His roles have varied during that time span from brand management roles at a single market to category and multi-category roles in multimarkets to his current role, where he leads the soft drink category for the Latam region.

He had the privilege to work as well within bottling operations in Venezuela and Mexico, which has helped him in building a better understanding of the business overall.

Eric was born and raised in Caracas, Venezuela. He is married with 3 wonderful children. He is passionate about American and European football and loves long-distance running.

Welcome, Eric to Portada’s Council System!

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.

For prior Sales Leads LatAm editions, click here. 

  • Walmart

Walmart has announced it is acquiring Cornershop, a leading online marketplace for on-demand delivery from supermarkets, pharmacies and specialty food retailers in Mexico and Chile.Walmart will pay US$225 million for Cornershop, which has seen its number of unique users double in the past 12 months. Closing of the transaction is subject to regulatory approval and is expected by the end of the year.As part of the agreement, Cornershop will remain an open platform.

 

 

 

  • MoneyGram

MoneyGram customers in Mexico have thousands of new locations to choose from when they need to pick up money sent from family and friends around the globe. The company’s money transfer receive service is now available at more than 17,000 OXXO convenience stores in the country.When picking up at an OXXO store, consumers can receive up to 2,000 pesos in cash. All additional funds, up to 11,600 pesos, can be transferred into a bank account from the OXXO location, or put on Saldazo, a debit card co-branded between OXXO and CitiBanamex. Remittances are one of Mexico’s top sources of foreign income. According to the World Bank, more than US$30 billion flowed into the country in 2017.

 

 

  • PepsiCo

Pepsico announced the expansion of its global relationship with its´marketing execution partner HH Global in Latin America beginning with implementation in Brazil and with the commitment to expand throughout the region.Under the terms of the agreement, HH Global will provide a suite of marketing execution services and proprietary HHub technology to support PepsiCo’s creative production and procurement requirements for print and point of sale materials. The implementation extends HH Global’s agreement with PepsiCo which originated in 2009 in France and the Benelux countries and has since expanded to Russia, Turkey, and the United Kingdom. Yamile Elias, Director of Business Innovation & Marketing, Pepsico is a member of Portada´s Brand Star Committee LatAm.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • Google

Google will invest around US$140 million to expand its data center in Chile, the company’s only infrastructure of its kind in Latin America, which houses the information of millions of its users, the tech giant announced. The complex, built in the Santiago suburb of Quilicura, is part of a group of 15 data centers that store and transmit information generated by applications like Gmail, Google Maps, YouTube, Waze and Uber, Efe reported.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here. 

  • Pepsico

Bestselling author, speaker and TV host Gaby Natale has inked a deal with PepsiCo to empower and inspire the company’s employees as part of its commitment to celebrating diversity during Hispanic Heritage Month. The EMMY winner will hold two company wide empowerment keynote speeches at the Dallas Cowboys World Headquarters in Frisco on September 17 and at the Frito Lay Headquarters the next day, which will be telecast to field locations across the United States. The workshops will flesh out Natale’s renewed commitment to inspire Latinos to develop their potential. Natale’s deal with PepsiCo is the first in a series of collaborations that the SuperLatina will be focusing on as part of a concerted effort by her company, AGANARmedia, a marketing company with a focus on Hispanic audiences,  to develop empowerment programs with organizations that are committed -in words and action- to the advancement of gender parity, pay equity and talent diversity.

  • Macy’s

In celebration of Hispanic Heritage Month, Macy’s is hosting special events nationwide featuring influential individuals who have made contributions globally in connection with celebrating their Hispanic heritage in entertainment and fashion. The spirited in-store events, featuring a variety of celebrities of Hispanic descent, will explore different methods of storytelling featuring music, television and digital content. In addition, guests will learn about traditions like quinceañeras, and how sports play a key role in the celebration of Hispanic heritage.Joining Macy’s to celebrate Hispanic Heritage Month are celebrities including Latin Grammy-nominated Farruko; the cast and writers from Starz’s new and groundbreaking hit television show, “Vida;” Gadiel Del Orbe and Maya Murillo from Buzzfeed; Pero Like; ESPN radio and television personality, Gonzalo “Papi” Le Batard; beauty blogger and fashion expert, Elizabeth Torres; and fashion expert, Nick Verreos.Macy’s Hispanic Heritage Month events will take place at stores across the country including California, Florida, Illinois, New York and Texas.

  • Dos Equis

In connection with Dos Equis’ recently launched ‘Keep it Interesante‘ campaign, the beer has partnered with popular streetwear and lifestyle brand creators of the ‘Mexico is the Shit’ jacket. The partnership will bring to life a series of pop-up shops and events specially curated by MITS featuring emerging Mexican talent, streetwear designers, visual artists, and music artists. The program will also come to life on social media, in sponsored content, on-premise merchandising and with a special edition Dos Equis & ‘Mexico is the Shit’ can.In celebration of the partnership and Mexican Independence Day, ‘Mexico is the Shit’ and Dos Equis will host a launch event on September 15 at Remezcla House in Bushwick, Brooklyn.  At the event, people will come together to celebrate Mexican talent who are representing culture in music and art – with a special mural by LA-based artist Teddy Kelly. The launch event will feature DJ performances by electro indie electronic artist Neon Indian (Texas/Mexico), famed Mexican party DJ Marcelo Cunning (New York), and DJ Chava (Chicago).

 

  • A Place For Mom

 

A Place For Mom has appointing Mercury Media as its new AOR for media buying for the senior assisted living referral service, Mediapost has reported. The appointment  includes TV planning, buying and attribution. Founded in 2000, A Place for Mom is a privately held, for-profit senior care referral service based in Seattle, Washington. The company provides personal and professional assistance to families in the search of senior care options. A Place For Mom has spent US$11.38 million on advertising during the first six months of 2018, while its 2017 U.S. ad budget was US$24.16 million.

 

 

  • Havas Group/ Republica

Havas Group has invested in Miami-based multicultural agency Republica. As part of this investment, Republica will operate as Republica Havas and will continue to be led by founder, chairman and CEO Jorge A. Plasencia, founder, president Luis Casamayor and their executive team, under the direction of Havas Creative, North America chairman and CEO Paul Marobella.Republica will continue to be headquartered in Miami, with plans for expansions into key markets including New York, Los Angeles and Chicago. The agency will leverage Havas’ global network and parent company Vivendi’s media and entertainment properties as it continues to provide multicultural marketing solutions to clients. Republica´s client roster includes Google, Walmart, Toyota, Nielsen, Four Seasons Hotels and Resorts, NBCUniversal Telemundo, Universal Parks & Resorts, Goya Foods and Miami Super Bowl 2020.

 

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.

 

  • Hennessy

Hennessy, one of the world’s best-selling Cognac, has released a series of video vignettes and still photography featuring world-champion boxer Canelo Álvarez who, like Hennessy, recognizes the importance of heritage and family in the unwavering pursuit of excellence. Now in its second year, Hennessy’s partnership with Oscar De La Hoya’s Golden Boy Promotions includes an integrated marketing campaign featuring original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to entertain and inspire. Hennessy invites boxing fans across the globe to enjoy the specialty V.S.O.P Privilège cocktail while watching next weekend match.Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Los Angeles-based Golden Boy Promotions was established in 2002 by 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of boxing’s most active and respected promoters.

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.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Bárbara Pipan is the new marketing director of chocolates for Mondelēz Cono Sur. She will be responsible for the strategy of the brands Milka, Cadbury, Shot, Toblerone, Mantecol, Tita, and Rhodesia.

 

 

 

 

 

Masayuki Konose has been appointed president of Brother. Konose first joined the company in october of 2017, where he most recently served as senior marketing director of BMG for Latin America.

 

 

 

 

 

 

Marketer Marcelo Girotti has become the CEO of Grupo BGH. He joined the company in 2015 and comes from Global Crossing Latin America & Caribbean where he was CMO and sales VP.

 

 

 

 

 

 PepsiCo has hired Axel Flugel as new director of corporate affairs for Central and South America. Prior to this role, Flugel held the role of communications manager at Unilever.

 

 

 

 

 

Forcepoint just announced the appointment of  Wagner Tadeu as new sales VP for Latin America. Prior to this role he served as general manager for Latin America at Clicksoftware, Pure Storage and NetApp, as well as VP of Latin America at Symantec.

 

 

 

 

Pedro Saenger joins the company Veritas Technologies as regional VP of Latin America. In this role, Saenger will lead sales and marketing to create value for clients in all the dynamic markets of México, Central America, the Caribbean and South America.

 

 

 

 

 

Liz Moe has been promoted to the position of global executive director for the markets of EMEA and Latin America by Interbrand. Previously, she served as marketing and communications director.

 

 

 

 

Jaime Miller has been named the new CEO y general manager of Zonamerica Colombia. Prior to this, he held the role of commercial director.

 

 

 

 

 

What: We talked to Yamile Elias, Head of Marketing of the Drinkfinity brand at PepsiCo, to find out more about the marketing strategies behind this new product.
Why it matters: There is an ongoing tension between online and physical retail. Products like Drinkfinity could set a new trend for other brands to follow.

 In the last months, we’ve heard all sorts of things related to how e-commerce has arrived to push physical retail aside. While some are certain that this is the case, others agree that there’ll never be a time when consumers choose not to go to a physical store, or at least not in the foreseeable future. When Amazon Go opened in January and Walmart started increasing its e-commerce efforts, new studies needed to be carried out to see where retail is going. According to the Census Bureau of the U.S. Department of Commerce, even though Amazon is growing, e-commerce accounted for only 9% of retail sales in the fourth quarter of 2017.

However, there is an idea that buying a product that is only available online means the product is extraordinary, precisely because it can’t be found in stores. Drinkfinity, the new beverage concept by PepsiCo, has greatly succeeded in the U.S. and Brazilian markets. With its sleek design and its system of disposable pods, Drinkfinity looks like it’s been taken out of a dystopian-future movie. We at Portada talked to Yamile Elias, Head of Marketing at Drinkfinity and member of Portada’s Brand Star Committee, to find out more.

 

Portada: What market needs is Drinkfinity fulfilling? What is the inspiration behind this product?

Yamile Elias: “Drinkfinity began with a vision. A vision to create the ultimate customizable beverage for the future. A vision to balance the needs of people and our planet. A vision to break the traditional model and rethink the way people drink. It is a transformational beverage innovation that delivers on some of the most prevalent consumer trends today: desire for choice, health & wellness, personalization, and sustainability.

Not only do consumers want options, they focus on being healthy to feel well. Increasingly people want to know what it is on the products they purchase and how they are made. Moreover, consumers want to buy brands that align with their values and beliefs, and they want a product that is personalized.”

Increasingly people want to know what it is on the products they purchase and how they are made.

Portada: Competition in the healthy beverages sector is becoming more difficult, how do you plan to stay on top?

Y.E.: “Drinkfinity is special because it allows people to choose their unique beverages to suit their individual lifestyle. It embraces the way people live and enables them to do more, making the most out of every moment with four different Modes to answer people’s multifaceted needs throughout their entire day; there’s a Pod that’s perfect for every mood.

All Pods are less than 100 calories per serving, and they feature unique combinations of high-quality dry and liquid ingredients. The Drinkfinity platform is ready to meet consumer preferences and trends, and to potentially incorporate super fruits, grains, and seeds into the beverages in the future.”

Portada: How is Drinkfinity contributing to solving pressing environmental issues?

Y.E.: “Our vision is to produce Drinkfinity Pods with the smallest possible environmental footprint. Each Drinkfinity vessel is BPA-free, reusable and dishwasher safe. Also, Drinkfinity Pods currently use up to 65% less plastic than a comparable 20 oz ready-to-drink beverage bottle, and they show a 40 percent savings in lifecycle greenhouse gas impacts compared to a 20 oz RTD beverage. Moreover, our partnership with Water.org helps provide safe water in developing countries. We will continue to look for opportunities to expand our efforts supporting communities around the world.”

Portada: Who is Drinkfinity’s main target? 

Y.E.: “Drinkfinity was created with the modern consumer in mind. They are doing their best to be in tune with their bodies and the world around them. The product answers consumers’ passion for choice, well-being, and personalization. We call them Conscious Urbanites, 25 -35, educated, actively conscious, passionate, and multi-faceted, tech-forward, proactive & connected, they have a holistic approach to well-being and are curious.”

What values are you trying to transmit to your consumers?

Y.E.: “Drinkfinity’s brand principles are:

  • We bring the brand to life visceral for people.
  • We strive for uniqueness and originality in everything we do.
  • We evolve with the way people behave and connect.
  • We engage in an ongoing dialogue with our community and the world.
  • We bring down the barriers between the physical and digital worlds.
  • We focus on a few greatly executed actions.”
This is a completely new way of doing business and allows us to directly respond to consumers’ needs and feedback.

Portada: What marketing channels and strategies are you betting on to reach your target, and how are you measuring engagement with the brand, for example in the case of millennials?

Y.E.: “Drinkfinity will continue to break from the traditional model, as it is available on E-commerce: Drinkfinity is one of the first PepsiCo products to be available through e-commerce primarily; this is a completely new way of doing business and allows us to directly respond to consumers’ needs and feedback. We are exploring other retail partners in the future to give our consumers added brand experiences. We know that our target audience for Drinkfinity are digital natives and expect a lifestyle like us to be found online.”

Portada: What are the challenges of selling a product exclusively online, and how do you tackle them?

Y.E.: “We are focusing on telling our brand story through compelling social media content, video, and collaboration with influencers, innovative media buys and interactive web experiences as we know that’s where our target groups spend most of their time. We had a waitlist in the U.S. and a referral program in E.U. with influencers and targeted digital ads to tell people about Drinkfinity ahead of the launch. This generated a wait list of more than 120,000 fans who couldn’t wait to be the first to purchase Drinkfinity. And we also wanted them to experience our product first hand.”

Drinkfinity vessels and pods ar only available for purchase at the Drinkfinity website, which also includes a space dedicated to articles on sustainability, wellbeing and healthy practices. Titled Infinite Stories, this section provides shopping options at the end of each article, apart from a complete shopping section where consumers can acquire vessels and pods in 4 different moods: charge, chill, flow, and renew. Drinkfinity is only available in the U.S., Brazil (where it was first launched in 2015), and Europe. Users can communicate with the brand through Facebook, YouTube, Instagram, and Twitter.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

PepsiCo has appointed Rosalina Tornel as new head of marketing for Quaker in Latin America. She had already been fulfilling this role for the Mexican market since 2012, reported AdLatina.

 

 

 

 

Edgar Estrada has been named the new brand director at Volkswagen Mexico. He’s worked for the company for almost 20 years, and he had been general manager of the Seat brand since 2011.

 

 

 

 

Taiwanese biking company Merida Bikes has appointed David Galán as new marketing director for Spain and Portugal. He’ll replace Nacho Fernández, who has left the firm.

 

 

 

 

CTD Partners has announced the arrival of new partner Cristián Montenegro. He’ll be head of all operations in Chile, as reported by AdLatina.

 

 

 

 

 

Enrique Sabatini has joined Turner Argentina as executive director of advertising sales. He’ll provide integrated proposals to clients, both in linear TV and digital.

 

 

 

 

 

Avis’ Ricardo Casco, Pepsico’s Ricardo Arias Nath, Stanley Black & Decker’s Andrés Amezquita, Group M’s José María Sanabria, and Gatorade’s Jill Leccia are some of this year’s Portada Miami expert speakers on marketing for Latin American audiences. Don’t miss their insights, save your spot here!

With only four weeks until Portada Miami 2018, the agenda for April 18-19 has been unveiled, and the speaker lineup couldn’t be more exciting. From the use of technology to the future of soccer, experts in marketing to Latin American consumers will get together at the EAST hotel to discuss key knowledge about this market’s needs for the future— which is already here.

 

Ricardo Casco

After earning his MBA with Florida International University, Ricardo Casco (@rcasco) acquired years of experience in sales and marketing strategies at firms like LATAM Airlines and Discovery Communications. As Vice President of International Sales in the Americas at Avis Budget Group, Ricardo oversees sales efforts to generate and grow business from a diverse portfolio of over 500 international customers across Latin America, EMEA and Asia Pacific.

For the first panel focused on marketing in Latin America, Ricardo will lead the discussion on Using Tech to Move From Targeted to Reactive Marketing. Avis Budget Group knows that, in order to build loyalty from the foundation, it’s necessary to tap into emerging technologies. Ricardo Casco will talk to Portada Miami attendees about some of these technologies, like connected cars.

 

Andrés Amezquita

Right after, Ricardo Arias Nath (@rickyarias), CMO at PepsiCo Latin America, and Andrés Amezquita, VP Commercial Excellence at Stanley Black & Decker will take the stage to discuss how their marketing strategies are adapting to the new realities of Latin American consumers.

 

 

 

Ricardo Arias Nath

Ricardo Arias Nath has over 20 years of experience in consumer and corporate strategy, marketing, and business development, and deeply understands FMCG, Media and Entertainment and Technology Industries in both domestic and international markets. He’ll be discussing marketing strategy with Andrés Amezquita, a marketer with extensive experience in experiential, fast moving, merchandising-heavy categories. After 3 years as CMO for L’Oréal in the Hispanic countries, Andrés has joined Stanley Black & Decker as VP of Commercial Excellence and has a great deal of knowledge to bring to the table.

 

José María Sanabria

The next panel is focused on GroupM Latin America’s CEO, José María Sanabria. He has been CEO of GroupM Latin America since 2015, and he had already led GroupM Spain since 2010. In an exclusive interview, Portada will ask José María about GroupM’s new pan-regional approach.

 

 

 

Jill Leccia

Right after the interview with José María Sanabria, Portada will be proud to present Jill Leccia (@jvleccia), Senior Marketing Director at Gatorade Latin America, who’ll be discussing the future of soccer in the U.S. and across Latin America. Jill has almost 8 years of experience in marketing of beverages to Latin Americans, and 20 years of experience and a successful track-record on Marketing, Innovation and Strategy and Insights in PepsiCo and Procter & Gamble.

Our experts in marketing for Latin American audiences are ready to take the stage on April 18-19, make sure you join the discussion, don’t miss out on Portada Miami!

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • The Portland Timbers announced a multiyear partnership extension with Alaska Airlines. As part of the continued partnership, the airline’s wordmark will continue to be featured prominently on Timbers game kits and club apparel. In addition, Alaska Airlines will continue to serve as the team’s official airline. As Founding Partner of the Timbers, Alaska Airlines has been the club’s jersey partner since its inaugural 2011 MLS season.

  • Telemundo, the exclusive Spanish-language home of the 2018 FIFA World Cup Russia, announced the launch of “El 12”, a new, bilingual digital initiative to search for the next generation of top soccer influencers in partnership with the global soccer media company COPA90. The selected creators will be tasked to share their passions, experiences and Vancouver Whitecapshow they celebrate their national team with family and friends while building excitement and awareness of Telemundo’s Spanish-language coverage of the 2018 FIFA World Cup Russia.
  • The Vancouver Whitecaps (of MLS) announced a multi-year sponsorship agreement with Ford, as the official automobile of the franchise. In addition, the carmaker will attach its name to a family zone in a designated seating section of BC Place Stadium during Whitecaps home games. Ford will also sponsor the ‘Caps Clubhouse presented by Ford,’ a concourse activation space targeted towards parents and kids.

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  • PepsiCo extended its partnership with UEFA. The company will continue to sponsor the Champions League for three more years with six PepsiCo brands including Pepsi Zero Sugar, Lay’s Neymar Jrand Gatorade.
  • Neymar Jr announced his plans to bring his global five-a-side team tournament to the US. The tournament will take place in 17 US cities and crown new champions in both the male and female divisions. This will be the third season of Neymar’s signature tournament.
  • FOX Sports launched a new weekly soccer podcast, Alexi Lalas’ State of the Union, expanding its digital offerings and podcast portfolio ahead of the World Cup this summer.

 

A summary of the most exciting recent news in multicultural sports marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Image result for corona extraConstellation Brands reported strong performance of its beer portfolio with net sales increasing 7.8% in Q3 2018 as its Mexican import brands have claimed four of the top share gainer positions in the total US beer category. Modelo Especial, Corona, Modelo Chelada Picante Tamarindo, and Pacifico have had the best results. Part of it due to the brand’s sports marketing deals. Corona Extra is the official imported beer sponsor of four US National Football League Teams, and Modelo Especial showed the Fighting Spirit campaign on TV plus promotional activities during the NFL schedule.

OTT VIVA Entertainment Group, which broadcasts content for Latinos, including sports, announced it finished debugging the Flixfling media library interface and conducted beta testing. The company expects that this content, which includes over 15,000 movies and live television streaming, will be available on Viva Live as soon as next week. Viva is also launching a DVR feature for Viva Live TV, targeted to be up and running the first week of February.

PepsiCo signed with former NFL stars Greg Jennings, Nick Mangold, and Rashad Jennings for its Game Day Grub Match. Vox Creative launched the promotion and it features the three players challenged to prepare game day dishes using PepsiCo food and beverage products as ingredients. All three episodes are now on YouTube.

Subscribe to Portada daily Sports Marketing Updates!

Serbian tennis player Novak Djokovic signed a global footwear deal with Asics, ending his association with Adidas.

Dan Lovinger, NBCU Exec VP/Sales & Marketing, said that the channel expects to take in $500M in ad revenue on Super Bowl Sunday. This is a similar amount to what it earned last year.

Image result for Shaquille O'Neal Carnival Cruise LineShaquille O’Neal has become Carnival Cruise Line brand ambassador in its new “Choose Fun” advertising campaign as CFO (chief fun officer).

Snickers is about to sign a deal to become the “official chocolate” of FlyQuest, an esports organization that fields teams in the League of Legends Championship Series and Rocket League. This will be Snickers’ first team-level deal in esports.

Yahoo Sports started streaming NFL playoff games during the past weekend as part of the company’s new streaming deal with Verizon. The first game streamed on mobile via the Yahoo Sports app was the Falcons/Eagles, on Saturday.

NASCAR has given Monster Energy an extension to decide whether it wants to remain the Cup series sponsor or not. The two companies are in the midst of a two-year deal with a two-year option. Monster’s deadline to determine the extension of the partnership was Dec. 31.

 

 

 

More than 50 speakers will take the stage next Wednesday and Thursday (June 7-8) in Miami at PortadaLat. The #PortadaLat agenda has been uniquely curated to provide marketing, media and tech executives with the tools and insights needed to thrive in today’s fast-paced market. We have interviewed some of PortadaLat Top Speakers. They are leading executives from MasterCard, Trivago, Visa, Pepsi, LatAm Airlines and Havas Media. Check out what some #PortadaLat speakers have to say and get ready to get to know them in person!

MasterCard’s Patricio Rubalcaba: “LatAm has a Higher Penetration of Smartphones than Credit Cards”

Rubalcaba provided detailed and in-depth answers to our questions about the development of the Latin American e-commerce and payment sectors.

 

 

 

Victor Lopez, Head of Digital at Havas, on the Panregional Market, Video and More.., 

Victor Lopez, Head of digital media at Havas, says that he is sensing “more optimism around panregional marketing this year.” Lopez also tells us that social and video have come to the forefront and shares his latest experience on their use in marketing efforts.

Trivago’s Jon Eichelberger: “We have to Make a Good Job Impressing Travelers as Switching Costs are very Low”

We talked to Jon Eichelberger, Regional Head, Americas Trivago, in this pre-event interview about the very competitive travel market, particularly as it relates to Spanish-speaking audiences throughout the Americas.

Andres Polo to Present Visa’s New Sports Marketing Strategy at PortadaLat

Andres Polo, VP Digital Marketing at Visa for Latin America, will provide a presentation on how Visa targets the Latin American Millennial consumer through sports content.

PepsiCo’s Ricardo Arias-Nath: “I Constantly See Proofs that a Good Narrative Can Make a Pale Story Colorful.”

Pepsico’s Latin America Beverages Chief Marketing Officer Ricardo Arias Nath will speak about “How Innovation shapes PepsiCo’s Latin American marketing strategy.” We interviewed Arias Nath who answered several questions about PepsiCo’s approach to Latin American marketing.

Pablo Chiozza of Latam Airlines: “Our New Low-Cost Strategy Will Translate into Fare Decreases of Up to 40%”

Portada interviewed Chiozza to ask him about Latam’s new low-cost strategy, the use of marketing tech to acquire new customers and more.

#PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!

GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):
The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
Secure your spot and start the PortadaLat journey!

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.

For prior Sales Leads LatAm editions, click here.

  • Johnny Rockets

descarga-6Johnny Rockets continues to experience international growth, opening new restaurants in Latin America and Asia and signing development deals. Recent openings include the brand’s first restaurants in Peru and Bangladesh, while also reaching more than 25 restaurants in both Mexico and South Korea. As part of this strategic growth, Johnny Rockets opened new restaurants in Mexico, Brazil, Chile, Colombia, Paraguay, Peru, Bangladesh, Pakistan, Saudi Arabia and South Korea. Many of these new restaurants are located in malls, as the brand has solidified itself as a leader in this niche market due to its flexible footprint and offering of better burgers, shakes and fries to shoppers. The all-American brand started 2017 with key development agreements, partnering with groups to bring Johnny Rockets to the Caribbean, Singapore, Switzerland and the United Kingdom. Johnny Rockets’ franchise partners currently operate more than 170 restaurants outside the U.S., and the brand plans to continue its aggressive expansion in 2017, with plans to open in more than a dozen new countries, including Australia, Guyana, Sri Lanka and Uruguay.

 

 

  • AT&T

descargaAT&T’s focus on growing its newly acquired Mexican operations appears to be successful, helping the company offset ongoing its US weaknesses. In Mexico, AT&T added 1.3 million wireless net subscribers in 4Q16, as compared to 0.6 million in 4Q15.Total Mexican wireless subscribers for the company are now 12 million in more than 160 markets with 78 million 4G LTE (long-term evolution) POPs (points of presence). In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, primarily driven by declines in Brazil.Through its DIRECTV acquisition, AT&T has become the leading pay-TV player in the US. AT&T media account in Latin America is run by Omnicom’s Hearts & Sciences. An office in Mexico is currently being set up by Hearts & Science.

 

 

  • PepsiCo

descarga-4Pepsico has released its’ new bottle #Selfie, which suggests a new way to enjoy a refreshing drink and share the experience this summer. Pepsico’s brands Pepsi, 7up, H2Oh !, Paso de los Toros and Mirinda , will come in new 250ml. bottle  packagings that will be available at different stores and supermarkets in Argentina. The launch was introduced through a digital campaign and a video that shows how the new bottle adds to those practical and cute objects that fit in a hand, and in this case, they are also refreshing.

 

 

  • Cerveza Victoria

vickychelada_4Victoria, the Mexican beer that promotes Mexican culture and traditions, has recently added the new  Vickychelada, a combination of BEER VICTORIA, LEMON, SALT AND TOMATO, to its’ brand portfolio. Prior to its official launch, there were some Vickychelada sales promotions at strategic points for the brand. This drink is already on sale in different parts of Mexico like CDMX, Guadalajara, Puebla, Guerrero, Aguascalientes, Leon and San Luis Potosí, but with a vision of expansion. It can be found in self-service chains, convenience and traditional channels.

 

 

 

  • Uber

descarga-8Omnicom Media Group’s OMD has won Uber’s international media business, so it will handle planning and buying in several key markets. OMD is now responsible for Uber’s media in the UK, France, Russia, Italy, Poland, Ukraine, Egypt, Saudi Arabia, South Africa, Nigeria, Kenya, Tanzania, Ghana, Uganda and Pakistan.

 

 

 

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.

  • Jaguar Land Rover

descarga-9Car maker Jaguar Land Rover (JLR) is launching a review of its global media planning and buying business. Mindshare is its’ incumbent since 2000. Creative and digital accounts are handled by agency Spark44.The review goes across its media strategy, planning and buying services.Other media agencies have been contacted but its unclear who else is involved.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

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 the subscription to Portada Interactive Database of Marketers targeting Latin American consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

For prior Sales Leads editions, click here.

  • Fiat Chrysler Automotive & Mars

kzkuhwk__400x400Publicis Media has been appointed media agency of record for Fiat Chrysler Automotive (FCA) for several major regions outside the U.S., following a review. The business has andescarga-2 estimated US$625 million in billings, according to The Drum.

 

 

descarga-3The media conglomerate has also won a big portion of Mars’ global media assignment. Local buying agency transitions will begin immediately, and will officially take effect beginning with Mars’s 2017 media investments. In 2015, the candy brand transitioned to a single global media planning agency, Mediacom. Prior to that, Publicis’ Starcom was responsible for most of the business, including the U.S. Mars’ ad spend exceeds US$680 million in the U.S. and US$1.5 billion worldwide.

  • Burger King & PepsiCo

5d7c0a3957e76a60402dc8cbe022d74eBurger King and PepsiCo are teaming up in Latin America to demonstrate the authenticity of their brands in a video called “Rechazado” (“Rejected,”) Adage reports.The 2 ½ minute video started running in Argentina in social media and will also be used in cinemas, and is likely to be used in other countries in Latin America. It was created by We Believers, a small New York shop co-founded two years ago by Gustavo Lauria, who is Argentine, and Marco Vega, a Mexican. We Believers won the assignment with its insights into the two brands’ shared values, and the clever twist of contrasting Burger King and Pepsi with their biggest rivals (who are never named, due to rules in Argentina against comparative advertising).

 

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.

  • McDonald’s


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New Zealand digital analytics and marketing company Plexure Group has signed an agreement with the biggest McDonald’s franchisee in Latin America and the Caribbean.The deal extends Plexure’s global relationship with McDonald’s announced last January, helping distribute discount vouchers to customers’ smartphones.Already used by McDonald’s in Japan, Sweden, USA, Netherlands, and parts of Eastern Europe, the new contract is with Arcos Dorados.

 

 

  • Qatar Airways
hhjoe2s__400x400Qatar Airways has purchased a 10 percent share of Santiago, Chile-based Latam Airlines Group, the carriers announced on December 29. Through its subsidiary, Qatar Airways Investments, the Persian Gulf carrier acquired 60.8 million shares in a transaction valued at US$608 million.Latam was formed by the 2012 merger of Chile’s LAN Airlines and Brazil’s TAM; it reports a combined fleet of 335 aircraft. Latam and Qatar Airways are members of the oneworld airline alliance.The entrance of Qatar Airways as shareholder of Latam represents a unique opportunity to develop a long-term relationship and explore new opportunities for connectivity with Asia and the Middle East.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American 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.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives. 20 new Leads have just been added. GET YOUR 1 WEEK FREE TRIAL! Contact Sales Research Manager Silvina Poirier if you have questions silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • ITO

descarga-3Japan-based green tea ITO has appointed Engine Group as its AOR to support all of its brands in North America, including TEAS’ TEA, Oi Ocha, ITO EN Shots, Matcha LOVE and Jay Street Coffee, Mediapost has reported. The network’s media services operating unit, Engine Media, will be handling media planning and buying for the company as well. There was no formal review.  Engine will launch an inaugural campaign for Matcha LOVE later this month.

  • Subaru of America, Inc.

descarga-1Subaru of America has launched a new advertising campaign showcasing real stories from real people who have been positively impacted by the Subaru Share the Love® program over the past nine years, as well as the automaker’s national charity partners: the ASPCA®, Make-A-Wish®, Meals on Wheels America, and the National Park Foundation. The new campaign is unveiled as the Subaru Share the Love Event officially kicks off its ninth year.The national television spots, created by Subaru of America in collaboration with agency partner Carmichael Lynch, highlight inspiring beneficiaries of the four national charities, who tell their stories and encourage viewers to put a little more love in their hearts this year. The song Put a Little Love in Your Heart features prominently throughout the campaign, and is performed by each of these inspiring people as they tell their stories. New Subaru Advertising Campaign five new spots will air in :30s and :60s formats on national television, as well as be featured through targeted digital and social media promotions. These spots are available to view on Subaru of America’s YouTube channel.In addition to the creative spots, Subaru will execute several integrations including a nationwide sing-along of Put a Little Love in Your Heart on Good Morning America and a partnership with iHeartRadio to take over an hour of programming in key markets.

  • PepsiCo

2qqw1l50_400x400PepsiCo Inc is buying California-based health beverage maker KeVita Inc, in an effort to diversify its soft drinks business and tap health conscious consumers. KeVita offers more than two dozen flavors of probiotic drinks, and all its drinks are certified organic, gluten-free and vegan.Financial terms of the deal were not disclosed.

 

 

 

Find out who the brand and agency executives behind these campaigns/moves are. Plus detailed contact information on more than 2,000 Corporate Marketers and Agency Executives targeting U.S. consumers. GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com.

  • The Home Depot

descargaHome improvement retailer The Home Depot® announced it will implement its second annual Spring Black Friday event in 2017.  Like the traditional Black Friday that occurs the day after Thanksgiving to unofficially start the holiday shopping season, The Home Depot’s Spring Black Friday marks the start of home improvement’s busiest shopping season. In preparation, the company announced in February that it would hire and train more than 60,000 seasonal associates ahead of the first of four Spring Black Friday events.During four different weekends in spring, prices on many of the most sought after spring products will be significantly reduced. Consumers can find participating store locations on homedepot.com.In addition, The Home Depot will celebrate every Friday this spring with Black Friday-type offers on Facebook from March 18 through the end of May. These special buys will be available on Facebook only and will feature prices that are 50 to 75 percent off regular prices on a variety of products.

INTRODUCING 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 Sales 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.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • McDonald’s

descarga (1)McDonald’s has selected Omnicom Group over Publicis Groupe to handle its U.S. creative account, effective Jan. 1, 2017. In addition, McDonald’s plans to move its headquarters from Oak Brook, Ill., back to Chicago by early 2018. Incumbent Publicis’ Leo Burnett Co., which worked with McDonald’s for 35 years, will no longer be on the U.S. roster.The review only covered the U.S. creative account. Omnicom Media Group’s OMD Worldwide will continue to be McDonald’s media agency.  So will DDB’s Alma, which does some of McDonald’s multicultural work. McDonald’s is the latest big win for Omnicom  on the creative side.AT&T consolidated its creative, digital and media accounts with theagency earlier this month.

 

  • Sling TV

descarga (2)Dish-owned Sling TV has released a new multi-million-dollar ad campaign starring star Danny Trejo. The campaign,which will feature ads on television, digital, mobile, social, print, and new media platforms in both English and Spanish,  focuses on cord cutters and people who never had a pay TV subscription to begin with when it launched in early 2015. Now, it is expanding its focus to more aggressively steal away customers from existing pay TV services. Sling TV has expanded its own service since its launch and is now also offering consumers multiple simultaneous streams as well as local broadcast programming from ABC, NBC and Fox in select markets. “Who’s Bad?,” Sling TV campaign Trejo acts as a representative of the millions of angry, frustrated consumers who, according to SlingTV, are tired of the traditional cable TV model. The campaign marks the most significant ad campaign Sling TV has launched to date. The campaign also features a “ homepage takeover of Sling.com and SlingTV.com, digital, mobile and new media ads, paid and organic social posts, YouTube videos, in-device promotions on Sling TV supported devices, print ads and other direct-to-consumer promotions.

 

  • Avocados From Mexico

32da9dab-fa56-4247-9308-d6268bae63a8-a3749985Avocados From Mexico has a plan for promoting avocado consumption in different day parts. AFM is wrapping up a campaign that launched in June called the Avocado Breakfast Club to leverage back-to-school planning, a tie-in with Sesame Workshop and Elmo and its participation in the US government’s Produce Marketing Association’s eat brighter! Campaign.Avocados From Mexico has been using colorful bins and point-of-sale displays at US grocery stores featuring Sesame Street’s Elmo as part of the Produce Marketing Association’s “eat brighter!” program (backed by Michelle Obama). Beyond supermarket produce sections, the brand has been using loyalty coupons, advertising, demos and display contests, in-store radio, as well as digital and social media including recipes and a kids’ chef series on YouTube.

 

 

  • Sean “Diddy” & CÎROC Ultra Premium Vodka

47311_2_57793-1024x682Sean “Diddy” Combs and the Makers of the CÎROC Ultra Premium Vodka unveil a new brand campaign: ‘Let’s Get It’, inspired by Combs and featuring DJ Khaled and French Montana. The campaign sparks a movement to empower and encourage entrepreneurs and creators to pursue their passions and realize their dreams. The creative was developed by 72andSunny New York in partnership with Combs Wine & Spirits and Diageo. The new CÎROC movement kicks off with the world premiere of ‘Let’s Get It,’ a two minute short film starring Combs on Billboard.com.  The film also introduces the CÎROC family of influencers, a group of movers and shakers.Later this month the brand will be releasing a follow-up spot to ‘Let’s Get It’ that spotlights DJ Khaled and his major keys to success for future moguls in the making.In addition, CÎROC announced that it is partnering with COMPLEX Media to create a new video channel dedicated to the ‘Let’s Get It’ movement. CÎROC™ Ultra Premium is part of Diageo, a global leader in beverage alcohol with a collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

 

 

  • PepsiCo

LCRzODfO_400x400PepsiCo will begin offering two versions of its popular sports drink Gatorade—traditional and organic this year.  The company hasn’t yet disclosed what ingredients will be added or eliminated to make the sports drink organic.Organic Gatorade is among the many new projects PepsiCo has in its latest marketing campaign targeting consumers wanting healthier on-the-go foods. PepsiCo is one of many food and beverage companies that have recently pledged to cut back on artificial ingredients and preservatives.

 

  • Segura Viudas

ofhcds95fwnpew3g34j1_400x400Spanish Cava Segura Viudas is collaborating with Electronic DJ, producer, vocalist, and songwriter Anna Lunoe, to create an original track using the sounds of Cava, merging the wine’s history and flavor with Lunoe’s musical innovation. Segura Viudas’ ad agency, República, created the branded video for the track titled “Sip It.” featuring Lunoe’s music coming to life while incorporating the Segura Viudas campaign, “Open Up”. The music video can be viewed on seguraviudasusa.com/SipIt and will run throughout a 12-month program. Additionally, the artist and brand will be executing events together throughout the year.Segura Viudas is imported by Freixenet USA of Sonoma, California, the Segura Viudas winery is part of the Freixenet Group, a world leader in sparkling wine production.

 

INTRODUCING 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 Sales 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.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

A summary for Corporate Marketers, 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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Silvina Poirier 347-840-1311 or e-mail her at Silvina@portada-online.com. SEE A DEMO OF THE DIRECTORY!
Click here for previous Latam Sales Leads editions

  • Starwood Hotels & Resorts

LsrDZv9R_400x400Starwood Hotels & Resorts announced a historic milestone with the opening of Four Points Havana – the company’s first hotel in Cuba – representing a watershed moment for the fast-growing Four Points brand. The opening comes on the heels of the ground breaking deals signed by Starwood in Cuba earlier this year, which established Starwood as the first U.S. based Hospitality Company to enter the market in nearly 60 years. Four Points Havana, owned by Grupo Hotelero Gaviota and managed by Starwood Hotels & Resorts, caters to the global traveller with an emphasis on approachable design and stylish comfort.

 

  • Goslings

BBBBBBGoslings Rums of Bermuda has formed a regional partnership with the Monarq Group.Monarq will represent the Goslings portfolio in Latin America and the Caribbean for both domestic and duty free channels from 1 July.Goslings Brothers Ltd is Bermuda’s oldest business house and largest exporter. Goslings Rums said it had been driving an international expansion of the brand in recent years. The line features four products: the flagship Goslings Bermuda Black Seal Rum; Goslings Gold Bermuda Rum (in limited markets); Goslings Family Reserve Old Rum; and Goslings Gold Seal Rum.Goslings also markets a ginger beer and a cocktail in a can called ‘Dark ‘n Stormy’.

  • Hershey

3j2Fdztz_400x400Mondelez International Inc. aims to buy Hershey Co., a deal that would give Hershey brand the infrastructure and potential to expand internationally, Adage reports.Any takeover of Hershey would need a nod of approval from the Hershey Trust, and were to take place, Mondelez would be considering renaming the company Hershey, put its global chocolate headquarters in Hershey, Pa., and protect jobs following a merger.If a deal were to proceed, it would mark the latest transformation for Mondelez. Both marketers work with a variety of agencies.

 

  • Atton Hotels

k0C31Y7D_400x400Atton Hotels, a Latin American hotel brand, will open Atton Brickell Miami its first U.S. hotel on Friday in Miami’s Brickell neighborhood. Atton, which operates in Chile, Peru and Colombia, bought the nearly 40,000-square-foot site in 2013 for US$6.3 million. It joins a limited number of Latin American operators in the South Florida market, including Grupo Posadas, Mexico’s largest, Argentina’s Faena Hotels and Fen Hotels, also based in Argentina.

 

  • Toddy by PepsiCo

descarga (6)As part of its “Sabemos de Chocolate, no de comerciales”( “We know about Chocolate, not commercials”) campaign, the brand Toddy, part of PepsiCo, created its first commercial starring one of his fans. The spot will air for three weeks in tv and digital media. Tomas Pulido´s video was the most voted with over 1400 votes and made him the winner of the contest carried out through the brand microsite. The young Argentine will receive free products for a year. The campaign invites followers to create and be part of the next spot. To participate, fans need to upload the video on the brand channel. The agency behind this effort was Carlos& Dario along Gal Film producer.

 

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. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • OREO 

unnamedThe OREO brand has launched its new, globally integrated marketing campaign Open Up with OREO, which conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.The animated TV spot comes to life through the brand’s signature Wonderfilled aesthetic and upbeat music.  Set against the backdrop of a playfully diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. onJanuary 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life. The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.The new campaign builds on the brand’s success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.

  • PepsiCo

321964Pepsico is partnering with online video food network Tastemade for a Super Bowl-timed series titled PepsiCo’s Game Day Grub match, The Wall Street Journal reports.PepsiCo is turning to student chefs from the world’s top culinary college to take game day cooking to a new level.Enter PepsiCo’s Game Day Grub Match, a one-of-a-kind cooking competition featuring students from The Culinary Institute of America competing to create the ultimate football food. There’s only one catch: each dish must creatively incorporate PepsiCo food and beverage products as ingredients.Tastemade, the digital media company focused on food, travel and lifestyle programming for the connected generation, was on hand to capture all the action. The students teamed up with culinary influencers – or “Tastemakers” – from Tastemade to help get their creative juices flowing. A Tastemade video series chronicling the competition launched at www.GameDayGrubMatch.com. The content will also be featured on the Tastemakers’ YouTube channels and promoted on Tastemade’s social platforms including YouTube, Instagram, Facebook and Snapchat.Tastemade will publish additional video content documenting Claire’s, Yejin’s and Joel’s experience at the Taste of the NFL event and the rest of their Super Bowl festivities early next month.

  • Bayer

js6tDCe-_400x400Healthcare conglomerate Bayer has two new digital agencies, according to Mediapost. Publicis Groupe’s Razorfish and iCrossing will oversee digital creative, and mobile responsibilities for its Consumer Health Care division. Razorfish will be responsible for Bayer’s allergy, skincare, and nutritional/gastro brands, such as Coppertone, Aleve, Claritin, and Alka-Seltzer. iCrossing will oversee Bayer’s cough/cold and foot care brands, including Dr. Scholl’s.Bayer spends about US$500 million annually promoting its Consumer Health brands, but this move will enable the company to shift some spending from TV to integrated digital platforms.The review was handled by Avidan Strategies. OgilvyOne and VML also participated in the review.

  • Moen
    moen_twitter_logo_1__400x400Moen has tapped Havas Chicago as its lead creative and media agency following a review handled by Cleveland-based Rojek Consulting Group . Other agencies participating in the review were not disclosed. The account was previously handled by The Martin Agency, which managed traditional creative, TV and print duties, and Critical Mass, which was responsible for digital creative and media.Read more.

 

  • ‘Find Your Magic’ by Axe

imagesUnilever’s Axe has released its ‘Find Your Magic’ campaign, developed by ad agency 72andSunny Amsterdam, which kicks off globally from 18 January in US and will include TV, print, OOH and custom digital content. Other partner agencies include Ponce and BBH, with VICE also creating content through the year.The campaign was made following a research showing that men feel pressure to conform. The study shows how Axe works with over 3,500 men in 10 countries and how men feel an overwhelming pressure to conform to masculine stereotypes, with only 15% of men in most countries strongly agreeing that they are attractive.The campaign will be reinforced by a series of short mobile and online tutorials featuring men with unusual style called ‘Instagroom’.

  • Goya Foods
Goya Foods. (PRNewsFoto/Goya Foods)
Goya Foods. (PRNewsFoto/Goya Foods)

Goya Foods, America’s Hispanic-owned food company, in collaboration with First Lady Michelle Obama’s Let’s Move initiative and the USDA, launches the second edition of the MyPlate/ MiPlato cookbook, Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion!  This book is part of the national MyPlate campaign designed to help educate Americans on eating healthy.  A pdf copy of the cookbook is available for free at www.goya.com. Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion! is a free bilingual cookbook featuring 10 complete plates with 30 healthy recipes that celebrate the culinary traditions of the Latin culture from around the world.  Each of the recipes incorporates all of the five basic food groups for a balanced diet including fruit, vegetable, grain, protein and dairy.  The cookbook also includes nutritional information for every recipe, easy-to-follow cooking tips, and estimated costs for every affordable meal.In addition, Goya has produced and distributed over 400 million products marked with the MyPlate logo and created more than 250,000 copies of two editions of the MyPlate cookbook, brochures, posters and lesson plans that have been distributed to consumers, supermarkets, teachers, school programs, and events nationwide.  In addition, Goya has reached millions by integrating healthy eating into its overall communications campaigns and will continue to focus on the health and wellbeing of their consumers for many more years to come.

  • Genesis by Hyundai 

imagesHyundai is launching Genesis, a new luxury brand, in the United States.The automaker sees Latino car buyers as important to the success of  the new brand.The company has data showing that purchases by Hispanics accounted for 68 percent of the growth of Hyundai’s U.S. sales in 2013-2014, La Prensa reports.Hyundai launched the new brand, which takes its name from the company’s Genesis luxury mid-size model, with the presentation at the auto show of the full-size G90 sedan.The 2017 Genesis G90 can be had with Hyundai’s 420-horsepower Tau V-8 engine, or with a new turbo-charged V-6 that puts out 365 horsepower.Both engines are coupled with a second-generation 8-speed automatic transmission.Hyundai’s experience with the original Genesis model has been definitive, giving the automaker confidence to embark on the ambitious venture of creating a new luxury brand.

 

 

A summary for Corporate Marketers, 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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Carlson Rezidor Hotel Group /Radisson Blu ::: Starbucks/Pepsico ::: Forever 21 /Puerto Rico ::: “Couple”/ Renault Duster – Publicis Buenos Aires ::: Marriott Caribbean & Latin America Resorts – Sarah “Sarah Fit” Dussault  :::

  • Carlson Rezidor Hotel Group /Radisson Blu

descargaCarlson Rezidor Hotel Group, one of the world’s largest hotel groups, has announced the expansion of Radisson Blu® in Latin America with three hotels: Radisson Blu Santiago, La Dehesa in Chile as well as Radisson Blu San Andrés Resort & Spa and Radisson Blu ar Santa Marta Resort & Spa in Colombia.Radisson Petra La Dehesa Hotel will undergo a transformation and become Radisson Blu Santiago, La Dehesa by the first quarter of 2016.

  • Starbucks/Pepsico

descarga (1)Starbucks Corporation , in partnership with PepsiCo, Inc.,  will market, sell and distribute ready-to-drink (RTD) Starbucks coffee and energy beverages in Latin America, starting in 2016.According to the agreement, Pepsi will use its expansive distribution network and local expertise in the region to sell and distribute Starbucks RTD beverages. These beverages will be available in 2016, across the Caribbean, Chile, Colombia, Costa Rica, Guatemala, Mexico, Panama, Peru, Puerto Rico and Uruguay.Starbucks and Pepsi have been partners for over two decades. North American Coffee Partnership (NACP) is a joint venture between the two giants, which had been formed more than 20 years ago. The new agreement for the Latin American market will benefit from the innovation that NACP has developed over the years. Starbucks has been operating in Latin America since 2002, having over 870 stores in 14 markets. Latin America is a very important market for Starbucks, since this is where the company gets a major portion of its Arabica coffee supply. Pepsi, on the other hand, has over 100 years of experience in the region.

  • Forever 21 /Puerto Rico

descarga (2)Clothing retailer Forever 21 has opened its newest store in Puerto Rico in Las Catalinas Mall.The opening marks the retailer’s fifth location in Puerto Rico, a 13,773 square-foot store.The new location brings Forever 21’s presence in the US to over 494, with more than 700 stores in 48 countries worldwide.

  • “Couple”/ Renault Duster

descarga (4)Under the general creative direction of Fabio Mazia, Publicis Buenos Aires presents “Couple”, the new Renault Duster campaign, which will air in Latin America, South Africa and several countries in Europe. The effort is based on the concept of those who ”have a good time, having a hard time,” which the brand uses globally.The story is based on a couple looking to enjoy those situations that are always unpleasant.With this initiative, Renault Duster is introduced to encourage people to leave the comfort zone and start enjoying. The commercial was produced by Primo Buenos Aires.

  • Marriott Caribbean & Latin America

descarga (3)Marriott Caribbean & Latin America Resorts has launched its “Fit in Paradise” program featuring popular YouTube fitness personality and blogger Sarah “Sarah Fit” Dussault to show viewers and guests how easy it is to stay healthy and active while visiting any of the collection’s eight resorts. As part of the initiative, Sarah Fit is visiting each of the collection’s resorts, where she is filming a series of workout and lifestyle videos which will be rolled out across her social media channels, as well as those of Marriott Caribbean & Latin America Resorts. These videos will feature Sarah Fit engaging in a specific workout set amidst the backdrop of each resort.In addition , she is also producing videos that showcase the resorts themselves, as well as their local destinations. Viewers will be able to follow along with Sarah’s adventures as she navigates her favorite activities and experiences at each resort. The Fit in Paradise initiative will be available at the following Collection properties: Aruba Marriott Resort & Stellaris Casino; CasaMagna Marriott Cancun Resort; CasaMagna Marriott Puerto Vallarta Resort & Spa; Curacao Marriott Beach Resort & Emerald Casino; Frenchman’s Reef & Morning Star Marriott Beach Resort; Grand Cayman Marriott Beach Resort; JW Marriott Cancun Resort & Spa and St. Kitts Marriott Resort & The Royal Beach Casino. To follow Sarah Fit’s travels,guests must search #FitInParadise on Facebook, Instagram and Twitter.

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. 9 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.

  • Sibling

descarga (3)Executives from two Omnicom Group shops in Austin, Texas, are opening a new multicultural agency together to target Hispanic millennials,  called Sibling. The new agency is an effort of Alejandro Ruelas, co-founder, managing partner and CMO of leading Hispanic shop LatinWorks; former LatinWorks Creative Director Rafael “Rafa” Serrano; and GSD&M CEO Duff Stewart.Mr. Ruelas and his LatinWorks co-founder Manny Flores will own a majority share in Sibling, with a 49% stake for GSD&M.Sibling co-founders Mr. Ruelas and Mr. Stewart will keep their jobs at their respective agencies; Mr. Serrano will be fulltime at Sibling.Sibling is likely to function partly as a conflict shop for LatinWorks,one of the biggest Hispanic focused agency,  which is already shut out of numerous categories thanks to a client list that includes Anheuser-Busch, Domino’s Pizza, Mars, Lowes, PepsiCo, Kimberly-Clark and Target.

  • Sprint-Prince Royce

descargaPrince Royce, award-winning artist and one of Latin music’s fastest-rising superstars, has been rehired by Sprint’s new Hispanic Business Unit. He will work with the company to help develop unique music-related initiatives and programs.Prince Royce got his start as a Sprint employee in New York, working toward his goal of becoming a professional musician. Using the money he made at Sprint, Prince Royce recorded the very demo that helped launch his first album and kick-start his musical career. Prince Royce recently scored a mainstream US hit with his first English-language single, “Stuck On A Feeling” featuring Snoop Dogg.  Royce also has a song featured in the “Furious 7” soundtrack, entitled “My Angel” and will soon be releasing “Back It Up” featuring Pitbull, the second single off his upcoming debut album in English, due out this summer. The artist will also be a Special Guest onAriana Grande’s Honeymoon Tour starting in July.  Royce has garnered over 150 nominations from the likes of the American Music Awards, Billboard Music Awards, Billboard Latin Music Awards, Premios Juventud, Premios Lo Nuestro, Broadcast Music Awards, the Latin Grammys, MTV Video Music Awards, Latin Songwriters Hall of Fame and the American Society of Composers, Authors and Publishers Awards. In sum, the royal record producer has won 66 awards for his contributions in the Latin music industry.

  • Goya Foods

descargaGoya Foods, one of the largest Hispanic-owned food company in the United States, has opened new state of the art and sustainable corporate headquarters in New Jersey as part of a US$500 million global expansion over the past 10 years. The opening of the new facility ensures the retention of over 500 existing local jobs and offers 100 new positions. In addition, the three-year project added 150 on-site construction jobs.Goya’s new center features a 600,000-square-foot warehouse for distribution and 42,000-square-foot corporate office space in Jersey City as well as a renovated 240,000-square-foot production facility in Secaucus, totaling nearly 900,000-square-feet on 58 acres of land. Constructed to provide a net zero carbon foot print, the Jersey City facility will be 100% powered by a solar powered energy system using 12,000 panels on 11 acres of rooftop. The system will fulfill the entire facility’s electrical needs without drawing any energy from the public grid. In total, Goya has 26 facilities throughout the United States, Puerto Rico, Dominican Republic and Spain. In 2014, Goya opened up three new facilities in Texas, California and Georgia.

  • Wells Fargo

wells-fargo-01-2015Wells Fargo is embracing diversity in its new brand effort called “Why I Work.” The first of seven spots that will roll out this week, called “Learning Sign Language,” features a lesbian couple that is learning sign language to speak with a young, deaf girl they’re adopting. The company wanted to create a more personal connection with consumers and highlight why people actually work. Wells Fargo’s effort features everyday people and no products. Instead, the company is pushing products through digital and other campaigns, including “Wells Fargo Works,” which breaks this week and caters to small businesses, and the millennial-focused “Done” push.The ads include: “Sales Department,” about a man running a small business on his own; “Gaby,” depicting a Hispanic family with their own business; “Souvenir,” featuring a real-life father and daughter; and “Waiting,” which is aimed at seniors and highlights Wells Fargo’s retirement business. Two additional spots will break in May for a total of 9 TV ads.The spots close on the brand’s iconic real-life horse-drawn stagecoach, as opposed to the illustration used in earlier ads.Wells Fargo will also encourage people to share their work stories with the hashtag “#WhyIWork.” The company tapped social influencers to highlight workers on Instagram and other platforms, and produced a series of profiles and 30-second vignettes showcasing everyday people in their work environments, like a roller derby marketer in California.Multicultural agencies Muse, Acento and DAE also worked on the push, and Omnicom Group’s OMD, andlegacy agency UM, handled media.

  • Bud Light

JRVKWEyr_reasonably_smallAnheuser-Busch InBev is facing negative publicity over a Bud Light marketing message scrolled on some bottles that some critics say can be interpreted as contributing to a rape culture.The message states that Bud Light is the “The perfect beer for removing ‘no’ from your vocabulary for the night.” The message is one of more than 140 different sayings printed on bottles as part of the brand’s “Up For Whatever” campaign, which is by BBDO, New York and is aimed at linking Bud Light with spontaneous fun.The brewer apologized for the message, but the damage was already done.

  • Tesco

descarga (1)MediaCom has won Tesco’s estimated US $140m media planning and buying, ending the brand’s long-standing relationship with IPG Mediabrands’ Initiative.The GroupM agency is believed to have defeated Initiative, M/SIX and ZenithOptimedia in the review.It brings to an end a 20-year partnership between Initiative and the UK supermarket chain.In January, Tesco appointed BBH to handle its creative account, ending its two-year relationship with Wieden + Kennedy.

  • PepsiCo’s

fQcjWxAa_400x400Beginning this month, PepsiCo’s Naked Juice ads will begin appearing along paths at a public park in Dallas and in Ft. Lauderdale, Fla. Negotiations are underway to bring branded bike lanes to Boston and Portland, Ore. The approach is part of the “everything is media” strategy pushed by the marketer’s media agency,Omnicom Group’s OMD. No one has targeted bike lanes on this scale, according to OMD.As Naked consumers are “constantly on the go,” the PepsiCO’s thinks that these branded bike lanes are a creative and authentic way to talk to them where they already are. It is also a relatively inexpensive form of advertising. The Naked ads are a “good audience match” for the park because of the brand’s family and health image.

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