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

  • Kohl’s

Retailer Kohl’s is adding an emotional component to it’s holiday marketing campaign. A new ad that broke yesterday features a couple decorating their elderly neighbor’s apartment for the holidays while she’s out. Michelle Gass, Kohl’s chief customer officer, told Adage that a “a pure brand spot that really spoke to the insights and spirit of the holiday and spoke to our emotional connection [with consumers] and values.”Ms. Gass also said Kohl’s will reach more households this season and is broadening its reach to include a younger audience. Specifically, the retailer is adding morning TV to its media buy. The budget for the holiday campaign will be “comparable to last year, but more effective,” Ms. Gass added. Kohl’s spent $129 million on measured media during the fourth quarter of 2012, according to Kantar Media. Peterson Milla Hook  handled the campaign. Kohl’s does not currently have an agency of record.

  • NASCAR

Eight months after investing more than $1 million on Hispanic marketing initiatives in Phoenix, NASCAR plans to expand its Spanish-language advertising efforts into key markets such as Texas, California and Illinois, Sports Business Journal reports.

  • Heinz

HeinzFood and condiments marketer H.J. Heinz is conducting a global media agency review, according to sources.
Heinz reported total advertising expenses (including production and communication costs) in 2012 of $442 million, up from about $370 million in 2011. In the U.S. Heinz spent $50 million on measured media in 2012 and a little more than $26 million in the first half of 2013, according to Kantar. Cramer-Krasselt handles creative and media duties in the U.S.

  • Xoom

Xoom Corporation a leading digital money transfer provider, has introduced two new television commercials for the U.S. Hispanic market as a part of the “Better Way” campaign launched in 2011. “No Hablo Español” and “Roulette” are the latest television ads from Xoom targeting the Spanish-language audience. The commercials are running on major Spanish-language television through the end of the year.

  • Jaguar

JaguarLuxury carmaker Jaguar begun a month-long ad campaign on Sunday with spots in NFL games and on BBC America promoting its coming F-Type Coupe, hitting dealers next April. Included in the campaign is a  a 30-second spot during the third quarter of Super Bowl XLVIII on Feb. 2. The “sophisticated” commercial (says Jeff Curry of Jaguar) was  created by in-house agency Spark 44 and directed by Oscar-winner Tom Hooper (The King’s Speech). Jaguar spent less than $40 million on U.S. media advertising last year. That compares to close to $1 billion spent by General Motors’ Chevrolet, which will have multiple Super Bowl spots. But Curry says “the little guy” wants to “disrupt” the auto universe and show off its brand to a wider audience.

  • Post Foods

Post Foods’ Honey Bunches of Oats(®) announced a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints. The exclusive “Smile While You Shake It” music video is the cornerstone of a multi-tiered entertainment program fueled by the positive power of music and is rolling out simultaneously to both general and Hispanic markets.
Inspired by samba beats, the song and signature dance cleverly incorporate the cereal box and breakfast utensils as percussion instruments making it catchy and fun for families to adopt and make it their own.  National bilingual media, social media and website will invite and make it easy for bunches of everyday people to showcase their own versions of the dance, share it digitally, win prizes and be part of a morning music movement that will make America smile from coast to coast.

  • L’Oreal

L’Oreal USA announced that it has named Digitas as its new digital agency of record.Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company’s brands. L’Oreal USA has been on an aggressive path in growing its digital business over the last several years as it continues to be an increasing part of its media mix. The 2013 L2 Digital Index(R) was recently released showing L’Oreal USA brands in the top three in beauty in the Genius Category. These included Lancome, Kiehl’s Since 1851 and L’Oreal Paris.

  • Legacy

Legacy, the non-profit anti-smoking organization, has selected WPP’s MediaCom as its new media agency for planning and buying, according to sources. Annual spending on the account going forward is estimated at between $50 and $60 million, Mediapost reports.
The reviews are being conducted in advance of “a significant effort to expand the campaign at a time when the US Food & Drug Administration and US Centers for Disease Control and Prevention will be in the marketplace with bold anti-tobacco mass media initiatives” Legacy stated in July. The incumbent on the media assignment was Omnicom’s PHD.

  • Spirit Airlines

SpiritAfter a review, Spirit Airlines announced that Barkley is the airlines new agency of record.The agency will handle brand strategy, advertising, digital media, public relations, point-of-sale and media planning and buying. New work is slated to launch in early 2014. The airline operates 250 daily flights to more than 50 destinations in the U.S., Latin America and the Caribbean. Spirit Airlines spent $1.3 million in measured media in 2012, according to Kantar Media and roughly $225,000 between January and June of 2013.

  • Clinique

Clinique consolidated its global digital account with 360i, following a review. The agency will produce creative content for Clinique’s owned and operated global digital channels across North America, Latin America, Europe, Asia-Pacific, Middle East and Africa. It spent US$ $135 million in measured media in 2012 and $60 million between January and June of 2013, according to Kantar Media.

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

    • T-Mobile
      U.S. number-four operator T-Mobile USA launched the GoSmart prepaid mobile brand  nationwide.  The launch signals a new  entrant into the nationwide prepaid space.  The Hispanic population is an  important customer in the prepaid space.  The  GoSmart offering is now available at more than 3,000 wireless reseller  stores around the country.   T-Mobile has been trialing the service since  December and has signed up “tens of thousands” of customers. “It’s beat our  projections pretty handily,” Doug Chartier, senior vice president of  marketing for GoSmart, told Reuters.
    • Remax
      Remax HispanicReal estate franchisor Re/Max will  continue its “For All the Things That Move You” national ad campaign in 2013 using an integrated strategy that includes network and cable television, radio, print, digital and social media. A TV ad campaign that debuts today features three  30-second ads, two 15-second spots and one Spanish language ad that will air throughout the U.S. Creative agency R&R Partners of Las Vegas and media buying agency Carat will help it “maintain a consistent presence throughout the year” with “year-round visibility.” The franchisor says it intends to maintain its leading national television “share of voice” among real estate companies, which the company claims to have held on to since 2002. “The TV spots capture the individual style of consumers from  every walk of life, and convey the pride and honor felt by Re/Max agents  who help consumers find a house they can call their home,” said Mike Ryan, Re/Max’s executive vice president of global communications and branding, in a statement.
    • Boeringer Ingelheim
      Republica, a cross-cultural advertising, digital and communications agency, announced that it has been selected by Boehringer Ingelheim Pharmaceutical Inc. (BIPI) to serve as the pharmaceutical company’s first cross-cultural advertising agency of record, executing marketing communications strategy for the company in the U.S. Republica will partner with BIPI, the nation’s fastest-growing pharmaceutical company, to develop and execute a total market strategy that will tap into multiple divisions of the agency including research, advertising, media, branding, public relations, social media, community relations and promotions.”We’re proud to partner with Republica, one of the fastest-growing agencies representing the fastest-growing consumer segment in America,” said Christopher Kaplan, Senior Vice President and Chief Marketing Officer, Boehringer Ingelheim Pharmaceutical Inc.  The multi-phase campaign will focus on introducing and raising awareness for BI and several of its brand portfolios within America’s multicultural markets, with an initial effort focused on the U.S. Hispanic community. The first initiative led by the agency is expected to launch in mid 2013.
    • Northgate Gonzalez
      The Anaheim, Calif.-based Northgate Gonzalez Markets chain currently includes 37 stores in Orange, Los Angeles and San Diego counties, and the company plans to open three to five new stores a year, according to a report by KPBS.The newer Northgate Gonzalez locations have bulk food sections, and a wide selection of prepared foods like carnitas, ceviches, salsas and aguas frescas. TV screens in the meat department show soccer games and Mexican talk shows, KPBS reported.Many of the family-owned chain’s stores are in underserved neighborhoods. That strategy drew the attention of Michelle Obama last year. She spoke at a Northgate Gonzalez store in Los Angeles to promote a new California loan fund aimed at encouraging supermarkets to open in areas with little access to fresh food. Northgate Gonzalez was the first recipient of loans from the California FreshWorks Fund , receiving $20 million, the broadcast outlet said.
    • Post Foods
      Honey Bunches HispanicPost Food’s Honey Bunches of Oats is, for the second straight year, partnering with Univision Communications Inc in a national music-driven multimedia campaign that will launch this February. The lynchpin of the culturally relevant 360-degree promotional campaign will be “El Tour Positivo” — a multi-city Honey Bunches of Oats branded concert series taking place in key markets throughout the U.S. that will be produced by Univision, along with branded original content that will air concurrently on Univision Network, UniMás and Galavisión and promoted on Univision Radio in each market. Each concert will be featuring some of the top Latin artists in the industry.
    • Million Hearts
      A new educational resource to help Hispanics take control of their heart health is available from Million Hearts, a national public-private partnership that works to prevent 1 million heart attacks and strokes by 2017.”Cardiovascular disease is the leading killer in every racial and ethnic group in America, and Million Hearts is committed to ensuring that everyone understands their risk,” said Janet Wright , M.D., executive director of Million Hearts.  “These new resources will help Spanish-speaking Americans calculate their risk and, more importantly, take steps to reduce it. The new educational resources include the Four Steps for Heart Health fact sheet, an illustrated booklet that includes multi-generational advice and The Million Hearts website En Espanol ttp://espanol.millionhearts.hhs.gov.
    • Got Milk-California Milk Processor Board
      The California Milk Processor Board has launched an advertising campaign urging parents to make an evening ritual out of warm cupfuls of milk. The campaign started last week with Spanish-language spots on Univision and will spread in the spring to English speakers.The board, based in San Clemente, Orange County, promotes the top-grossing farm product from the Northern San Joaquin Valley and the state overall.The board has targeted Latinos in the past with ads describing how milk can enhance dental health and build strong muscles, among other things. The new campaign will have radio and online elements along with TV.

 

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