Tampico Beverages


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.

  • Northgate González Market

Northgate González Market has unveiled a new multimedia campaign during the highly popular Latin Billboards show featuring the grocery store’s authentic food, ingredients, and fresh offerings around the themes of sports, music, and the ever-so popular TV/binge-watching.”We recognize that our customers are not all the same, each customer has a different shopping mission and each customer has their own passion points and stories, we recognize that there is a story behind every visit to our stores,” said Caro D’Antuono, vice president of Marketing for Northgate Market and a member of Portada´s Sports Marketing Board. This was the inspiration and cultural insight used to create the “What a Feeling” ad campaign. The spots feature “What a Feeling,” a song from the 1983 major motion picture Flashdance with re-written lyrics to reflect the emotions being felt by the various characters in the commercials.  The playful creative developed by Circus based in Santa Monica has several components from digital video ads, social media, radio and television. Founded in 1980 Northgate González Market is an authentic, family-owned and operated Hispanic supermarket chain with 40 stores in Orange, Los Angeles and San Diego counties.




  • Tampico Beverages

Tampico Beverages, one of the world’s leading manufacturers and marketers of high-quality and value-added juice drink concentrates, has launched a sugar-free product, Tampico ZERO. Available in two flavors, Mango Punch and Citrus Punch, the beverage joins the Tampico product family as an alternative for those consumers looking to limit their sugar intake.The product has been rolled out to retailers throughout Texas, Arizona, Illinois, and parts of Nevada and New Mexico. Distribution is expected on a broader national scale in late 2019. Tampico ZERO’s launch is initially being supported by a robust direct-to-consumer digital marketing campaign, geo-targeted to key markets of distribution, combining social media, programmatic advertising and online radio. In addition, Tampico is working with hyperlocal influencers to share the product narrative with their followers.


  • Cacique Inc.

Cacique Inc. announced the acquisition of El Sol Foods, a maker of homestyle salsas headquartered in Gilbert, Arizona. The acquisition signals the Cacique brand’s entrance into the salsa category. It allows Cacique to extend its portfolio of authentic, high-quality Hispanic foods rich in heritage and tradition to even more people across the country, according to a press release.Distribution of the new Cacique salsa products will begin regionally in the western U.S. this May, with nationwide rollout beginning this summer.The company said Cacique Homestyle Salsas are handcrafted with fresh produce using a small batch, cold process that guarantees homemade, authentic Mexican flavors in every bite, continuing the tradition that El Sol began more than 30 years ago.Family-owned and founded in 1973, Cacique is a brand of Hispanic cheeses, creams, yogurts and chorizos. Headquartered in Monrovia, California, Cacique remains dedicated to producing authentic, fresh and high-quality Hispanic products.

  • NSA

The National Supermarket Association will launch the “Marca País” campaign in partnership with the government of the Dominican Republic, to promote Dominican products through supermarkets that are members of the NSA, on the East Coast of the United States, Abasto Hispanic has reported. The NSA supermarkets would support Dominican products that reach our stores and the Dominican State would create an incentive through the Consulate in NY to promote Dominican brands. The agreement is in the process of being finalized and it is expected that the President of the Dominican Republic, Danilo Medina, will sign it before the month of June.


2019 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.


  • Kia Motors

Kia Motors America has launched an entirely different marketing campaign that builds upon the brand’s “Give It Everything” mantra and heralds the arrival of the most adaptable version ever of the brand’s iconic urban runabout.Set to an energetic custom soundtrack, the spot entitled “The New Species of Soul” is the centerpiece of a multi-faceted campaign starring three unique versions of the Soul model. For the third generation, Kia “gave it everything” and poured more of its “soul” into every inch of the vehicle, resulting in rugged performance, thrilling technology and urban practicality, qualities that transcend geography and appeal to drivers of all ages. The campaign includes :60-, :30-, and :15-second broadcast versions for general market; and :30- and :15-second versions for the Hispanic market. A multi-channel digital campaign and in-cinema airings beginning in late April, will support the broadcast elements.

What: Tampico has updated its branding for the first time in about 25 years.
Why it matters: A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.

Tampico’s Marta Gerdes

When Chicago-based juice company Tampico started selling its citrus punch in 1989, little did its creators know the Citrus Gallon would one day become the number one selling item in the refrigerated juice drink category in the U.S. During the past two weeks, Tampico has introduced a complete redesign to offer a “more fun, adventurous, and uplifting aesthetic.” At Portada we talked to Marta Gerdes, VP of marketing at Tampico, to find out what they are trying to communicate with this new image.

Portada: After 25 years, how did Tampico notice the need for a significant refresh? What’s the inspiration behind it?

Marta Gerdes: “At Tampico, we strive to stay relevant and in-tune with consumers and trends, with consumers’ habits, preferences, and choices. As consumers grow with Tampico, it’s of utmost importance that we keep pace. We are a mature brand and, as such, we wanted to stay true to our brand essence and architecture while modernizing our assets. Our inspiration will always be our strengths, values and consumer relevance.”

Also by Portada: “Marketer Interview: Tampico’s Marta Gerdes Hispanic Marketing Strategy

Portada: Who is Tampico’s main target? What new audiences are you aiming at, or which segments that you already cater to are you trying to strengthen?

M.G.: “Tampico’s primary target is the value consumer, driven primarily by the value mom who is the family’s gatekeeper. Our secondary target within the value brand are millennials/young adults who have grown up with our Brand and whose on-the-go lifestyle set the pace across generations. Our focus is to strengthen the bonds we’ve built with our loyal customers but look to reach and impact juice drink users/buyers and those looking for alternatives to soft drinks.”

 The Hispanic consumer has always been a key demographic target for the Tampico brand.

Portada: What are the Tampico values? How will you convey them through this new image?

The new Tampico image

M.G.: “Tampico’s brand values/character as defined by consumers are: Trustworthy, Irresistible flavors, Blend Masters, Optimistic, Adventurous, Confident, Sociable, Vibrant, Inclusive, FUN. As these are intrinsic to our brand architecture and it serves as a screen for all our consumer communication, they will be at the core of what/how we communicate with consumers across all platforms and initiatives.”

Portada: What marketing channels and strategies will you be betting on to reach your target, and how will you measure engagement with the brand?

M.G.: “We will continue to leverage all our social/digital media platforms/purchases, field marketing and retail activation events to further our engagement with consumers. We have business-tracking measurements and brand usage research initiatives in place to monitor the health of the brand and progress along key attributes, attitudes and usage standards.”

Portada: Do you have specific marketing strategies for Hispanic audiences?

M.G.: “The Hispanic consumer has always been a key demographic target for the Tampico brand. We will continue our efforts in strengthening this bond and they will be reached via our focus on the value consumer.”

Portada: According to your experience, what is today’s key to marketing?

M.G.: “For Tampico, the key is to ensure we maintain the CONSUMER at the forefront of strategies and tactics. As marketing professionals, we are the voice of the consumer and we strive for it to be loud and clear in all of our business practices.”

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

For prior Sales Leads editions, click here. 

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

  • Toyota and Club América

Toyota and soccer team Club América announced their partnership for Tour Águila in the United States to kick off 2018.  As the official automotive sponsor of Tour Águila, the brand will bring the action to fans starting on March 24th in San Diego, California against its rival, Club Tijuana. The Tour consists of a series of friendly matches against some of the most important teams in Liga MX and MLS during the preseason and FIFA dates.  These matches will take place in key Hispanic markets including cities in California and Texas and will be broadcast on Univision Deportes in the U.S. and on Televisa in Mexico. In addition, Toyota will be presenting sponsor of the pre-game Fiesta Futbolera, an interactive Fan Fest celebration of the Club, including a showcase of the team’s championship trophies, Agui the official mascot and legendary player appearances.  Other elements of the partnership include in-stadium content opportunities including live partnership announcements and video, on-field signage, tickets and giveaways. Along with Club América, Toyota will connect with soccer fans at a community level through an association with Alianza de Fútbol, the premier organization in the U.S. dedicated to the support and development of Hispanic amateur soccer.As the exclusive automotive sponsor of Alianza, Toyota will be the title sponsor of the Copita Alianza, a series of youth tournaments that take place from May through October in key Hispanic markets where thousands of children participate.  

  • Ikea

Ikea announced it has appointed Wavemaker to retain its planning and buying business in the U.S. following a global media review that launched in 2016.WPP ‘s Wavemaker will be tasked with driving “deeper integration and innovation” in-store and online across all of the furniture brand’s domestic media channels including data science, multicultural, search engine optimization (SEO) and content offerings, according to the announcement.Ikea spent US$108.2 million on measured media in the U.S. last year and US$106.6 million in 2016, according to Kantar Media. MEC was the incumbent for 11 years.



  • Amgen

Hearts & Science has been appointed to handle pharmaceutical company Amgen’s US$350 million media planning and buying account, following a review, Adweek first reported. Incumbent agency on the account was WPP’s MEC. Amgen produces medications such as Neulasta and Neupogen. The company ad spend in 2018 will approach US$350 million.





  • Modelo Especial

Constellation Brands has announced it has extended and expanded its partnership with the MLS L.A. Galaxy and StubHub Center, making Modelo Especial the official import beer of the club and stadium. The multiyear deal also includes building a Modelo-branded area atop the west terrace. Modelo will also be a lead marketing partner of the team, which will include co-branding marketing materials, fan merchandise, consumer promotions and fan engagements. Previously the Modelo Especial brand was the exclusive import beer sponsor of both the LA Galaxy and their StubHub Center home. Given that the San Diego Chargers are also playing in the StubHub Center these days, ismore Modelo in the offing for sports marketing?




  • McDonald’s

McDonald’s has rolled out  a multimedia Hispanic market campaign centered in Houston that was part of the giant QSR’s January launch of its US$1 $2 $3 Dollar Menu, a key part of its growth strategy, Mediapost has reported.The campaign aimed to connect with Hispanic consumers looking for ways to find value without compromising quality, drive traffic and sales lifts in Houston locations, and support brand affinity among the Hispanic segment nationally by showcasing McDonald’s’ commitment to supporting the Hispanic community, reports Natalie Asorey, a supervisor at the Miami-based Boden agency, which spearheaded the campaign.The campaign “¡Síganme los Buenos! (“Good guys, follow my lead!”)was designed as a test model for adaptation in other key Hispanic markets. it was centered on El Chapulín Colorado — a  Mexican TV character.The campaign included animated social video that teased the brand’s partnership with El Chapulín Colorado, posted on the brand’s U.S. Hispanic Facebook page, McDonald’s Latino, and the local McDonald’s Houston Facebook and Instagram pages.There was also a media tour featuring Roberto Gómez Fernández — the son of the character’s creator and spokesperson for Grupo Chespirito (owner of the character) — and Nelly Quijano, local McDonald’s owner/operator, with national and local general market and Hispanic media outlets.As part of a local media buy, radio and TV spots and influencer content went live on the days leading up to a January 27 takeover event at Quijano’s McD’s location. The team launched a second animated video to announce the campaign that revealed the character and encouraged consumers to try the new $1 $2 $3 Dollar Menu. At the same time, the local giveaway rules were published on the McDonald’s newsroom.





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


  • Tampico Beverages 

Chicago-based Tampico Beverages, one of the world’s leading beverage brands that has successfully cornered a niche of multicultural, economic, family shoppers, announced the launch of its brand refresh, including an updated logo, a new look and feel across its family of fruit flavored juice drink products, website and social media channels. To celebrate this milestone and provide consumers with a chance to engage with Tampico’s new brand expression of being “Imaginatively Curious,” Tampico brand ambassadors will be hosting activations in seven major cities across the U.S. starting today. The new logo, with juice droplets emanating from the Tampico name, is designed to symbolize a burst of flavor, with the letter “o” converted to a smile that conveys the fun found in Tampico juice drinks.The brand refresh is simultaneously being rolled out across Tampico’s products and digital properties, including its website, blog, Instagram, Facebook and Pinterest.Tampico will continue its branded activations, “Tampico Tuesdays,” every Tuesday between March 20 and May 1. Brand ambassadors will surprise locals in seven cities with exclusive Tampico wristbands, while accompanied by roaming mobile billboards designed to look like larger-than-life bottles of Tampico. Events will take place in select public spaces in major cities including Chicago, Miami, Los Angeles, Atlanta, Houston, Dallas, and New Jersey.


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.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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Click here for prior Sales Leads issues.

  • Tampico Beverages

descargaTampico Beverages, a global beverage brand, launched “Emojiball,” a social media game where anyone age 17 or older can comment on specific Tampico Facebook, Twitter and Instagram posts with a combination of five emojis from a selected pool of 24 in an attempt to guess the winning emoji combination. Prizes, including a state-of-the-art smart watch and other tech toys, will be awarded to contestants who use the five correct emojis in the correct order, as well as runners-up selected from contestants with partially correct combinations. The game will run from June 29 to September 18. The Emojiball is currently being promoted through Facebook paid media support (managed both in-house at Roar Media and in partnership with Adaptly), + programmatic mobile and desktop display–largely via Google Display Network and DoubleClick (managed in house at Roar Media.)

  • Johnny Rockets

bkYqz8AR_reasonably_smallRestaurant chain Johnny Rockets is making a more targeted push into Hispanic markets by signing a franchise agreement with Cruzar Group LLC to open at least three restaurants in El Paso, Texas, as part of an aggressive expansion into West Texas, where there is a large Hispanic population.Restaurants are also under construction in San Antonio and Laredo, Texas, and Arizona is another target market with a growing Hispanic demographic where the brand sees potential for growth.Currently, about 18 percent of U.S. consumers are Hispanic, and the demographic group is expected to make up a third of the general population by 2050.By 2020, an estimated 25 percent of Millennials will be Hispanic. Of those, two thirds identify themselves as “foodies,” which fits with Johnny Rockets’ renewed emphasis on food.The strategy is still in beginning stages, but will likely include the use of Spanish on menus. The focus will also be applied to restaurant design.Johnny Rockets is looking to create space in restaurants for larger gatherings as hispanic customers tend to dine out in larger parties of four or more, compared with two or more for the general population.The chain will also look to incorporate regional flavors that will resonate in markets with larger Hispanic populations.

  • Archer Almo acquires Tocquigny

Memphis, TN, based communications agency Archer Malmo has acquired Austin-based Tocquigny, a digital marketing agency founded by Yvonne Tocquigny in 1980. Tocquigny will be rebranded as Archer Malmo over the next few months. Yvonne Tocquigny and Tom Fornoff will continue to lead the Austin office as chief creative and strategy officer and president, respectively. Archer Malmo will also acquire some high profile clients with the deal including USAA, Citgo, Websense, Trusource Labs, NFP Advisor Services and Pivot3.

  • Jeb Bush

Jeb_BushRepublican Presidential Candidate Jeb Bush, whose crew is headquartered in West Miami-Dade County, has hired Pinta, a Miami Beach-based marketing firm, to help with Hispanic strategy, particularly online.


  • Corona-El Rey Network

6f4e291fea09a7d709b32498f2ca060c_400x400El Rey Network, Robert Rodriguez’s English speaking general-entertainment channel, has announced the official launch of ‘The People’s Network,’ a new digital platform for creators, makers, and fans to showcase their talents. With submissions including artwork, ideas, short films and more, the network is kicking off this multi-platform initiative in partnership with Corona Extra, its exclusive beer partner with a promotion entitled The Epic Summer Movie Contest.Beginning on June 29, El Rey Network and Corona Extra will launch a call to action asking fans to tap into their creative side and design the ultimate movie poster, one that reflects how they embrace summer in the most epic way! Deadline to submit via www.elreynetwork.com is Sunday, August 9. Rodriguez and his creative collective will determine the winning artist, who will be featured in an original vignette both on-air and online, and receive a trip for two to Cancun, Mexico. The winner will be announced late summer, 2015.

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