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

For prior Sales Leads LatAm editions, click here. 

  • Coca-Cola

Following a pan-regional pitch, Coca-Cola has selected Starcom, a Publicis Media agency, to continue to  manage their business in Colombia, Ecuador and Venezuela while expanding  the relationship in nine additional markets including Costa Rica, Panama,  Guatemala and Dominican Republic. As part of this new partnership, Starcom will continue to ensure excellence in media planning and buying  while transforming and accelerating Coca-Cola’s business growth  regionally.  Starcom will service the business through a data-driven model as well as  other customized tools for the brand and market. There will be a regional  hub in Colombia dedicated to centralizing all planning, integration and  digital transformation. In addition, each local market will have a team that  specializes in data, analytics and digital transformation. This expansion will continue to strengthen a global relationship that has existed for almost 25 years.

 

  • Wyndham

The Wyndham hotel chain is planning to open eight new properties in Mexico next year including one under its most luxurious brand. Alejandro Moreno, the company’s general manager for Latin America and the Caribbean, said Wyndham is expanding in Mexico because the country is a rising power in tourism and the sector is expected to continue to grow in the coming years.With the eight new properties, the number of Wyndham hotels in Mexico will increase from 52 to 60.The most-hyped upcoming opening is that of a Wyndham Grand Hotel in Mexico City.The Mexico City Wyndham Grand will become the company’s 11th brand with a presence in the country.

 

 

  • PepsiCo Latin America

As consumers in Latin America increasingly demand more nutritious food options, PepsiCo has continued to expand its portfolio to meet the evolving preferences of consumers towards more nutritious options.To satisfy these changing consumer preferences, PepsiCo has embarked on an ambitious expansion of its Latin American portfolio of more nutritious foods and beverages through brands like Tropicana, Naked, Kero Coco and Quaker, with the aim of reducing the amount of artificial ingredients and other additives, such as sugars, saturated fats, sodium and calories, in its products.To help meet these goals, PepsiCo has invested in research and development (R&D) centers in key countries in the region.These hubs are responsible not only for driving innovation for the company in Latin America, but also contributing to research and development projects that accelerate innovation for PepsiCo in other parts of the world.PepsiCo Latin America has also invested in its “Nutrition for the Future” platform, a hub of programs focused on increasing access to nutritious food and beverages, education for healthy lifestyles and balanced nutrition, and support for agro-economic self-sufficiency.PepsiCo has already reached 20,000 people in Argentina, Colombia, Chile, the Dominican Republic, Guatemala, Mexico, Uruguay, and Venezuela, with these programs, and expects to reach another 10,000 by 2020.

 

2019 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.

 

  • Azul/ Copa Airlines

Azul Brazilian Airlines and Copa Airlines have announced a broad cooperation agreement that will connect the two largest route networks in Latin and South America. As part of this agreement, customers can conveniently connect to Azul’s unrivaled domestic network when flying Copa into and out of Brazil. This agreement means that Copa customers can now potentially access all of Azul’s 101 domestic destinations in Brazil, including 52 destinations not served by any other airline. In the near future, Azul will also place its code on Copa flights into and out of its Panama city hub, allowing Azul’s domestic customers to take advantage of the broadest network in Latin America.

 

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.

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

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

For prior Sales Leads editions, click here.

  •  Buchanan’s

1 - J Balvin and Buchanan’s “Es Nuestro Momento Ft. J Balvin” contestScotch whisky Buchanan’s has launched the ‘Es Nuestro Momento Feat. J Balvin’ contest on EsNuestroMomento.com. Buchanan’s Whisky, in collaboration with global superstar J Balvin and powered by SoundCloud, is making Balvin’s acapella vocals of his unreleased “Es Nuestro Momento” track available for people (21+) to integrate into their own unique song creations for a chance to win a trip to the 2017 Latin Billboards in Miami and a chance to meet J Balvin in person.The song, inspired by the brand’s recent 360 “Es Nuestro Momento” marketing campaign, celebrates the Latino community and their positive influence on American mainstream culture. Through this contest, Buchanan’s aims to inspire people to pursue their passions and celebrate their successes. The contest provides an impactful and exciting platform for aspiring producers, musicians and the public, across genres to collaborate with a renowned Latin musician. Consumers will be able to enter the contest, as well as vote for their favorites by “liking” their favorite song on www.EsNuestroMomento.com. Voters will receive an exclusive download of the complete Balvin track! J Balvin will choose and announce the winner/winning track via his social media channels on April 19, 2017.Carat is the media buying agency, but they’re not handing the SoundCloud collaboration.

  • John Hancock

descargaManulife, a financial services company which operates as John Hancock in the U.S., is reviewing its worldwide creative business, Adage reports. Hill Holliday has worked on the U.S. business for 32 years. Manulife works with Mindshare on most of its global media efforts. The company wants to focus on the creative now and “will see where things go with media” in terms of any upcoming reviews.John Hancock spent about US$23.8 million in the U.S. on measured media in 2015, according to Kantar Media.

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

  • North American Title Co.

descarga (6)North American Title Co. (NATC) has launched a new Spanish-language website to be a resource for Spanish speakers who are navigating the homebuying process. Located at www.nat.com/Spanish, the website focuses on content explaining how title insurance protects a homebuyer. It includes three new Spanish-language videos as well as several informational brochures to download.The brand knows Hispanics are very committed to pursuing homeownership as part of the American Dream. NATC’s Spanish videos are also located on the company’s YouTube channel, at www.youtube.com/natcvideo. They include “Understanding Title Insurance,” “Protect Your Homeownership” and “Advantages of an Owner’s Title Policy.”

  • Havas

hdPbVsbF_400x400Havas will merge global media and creative operationsin an effort to “accelerate integration” and create a “seamless” experience for clients, mandmglobal has reported.Both creative and media operations will become business units under a single regional P&L, with the new organisation to be overseen by former Havas Media Group chief Dominique Delport, who becomes global managing director and chief client officer.

 

 

 

  • White Sox/ Miller

descarga (8)After a three-decade run with Miller Brewing as the team’s official beverage partner, Chicago White Sox have parted ways with the company after failing to reach a new sponsorship deal this off-season.The 2017 campaign will usher in a new era of beer marketing at Guaranteed Rate Field, with Victor N.Y.-based Constellation Brands signing a new three-year deal that makes Modelo Especial the “official import” sponsor of the Sox, Chicago Business has reported.The team has also closed a series of smaller marketing partnerships with local and regional breweries.The prevalent Miller Lite signage will be replaced by the one associated with Modelo. The brand will be especially visible in left field at the stadium, with signage on the outfield wall and a new “Casa Modelo” branded bar space on the left field concourse. It will also be shown on the team’s video boards in the outfield, behind home plate and along the Dan Ryan Expressway.But the Sox see significant marketing advantages to the team’s Constellation partnership in Modelo’s popularity among Hispanics. Fifteen percent of the fans who went to Sox games last year were Hispanic or Latino.The team will begin the 2017 season without a single official domestic beer partner.The Sox and Miller had a partnership since the mid-1980s.

 

 

 

  • Tropicana

descargaTropicana is unveiling the new national TV spot and campaign “Feel Like A Billion” to launch its new probiotics-infused juice line, Mediapost has reported.In addition to the TV spot , created by BBDO, the campaign is supported by digital, social and in-store shopper marketing. In addition to BBDO, the campaign has support from MullenLowe (PR), VML (digital/social), TPN (shopper marketing) and OMD (media buying).The campaign’s theme plays on the 1 billion live and active cultures found inside each 8-oz. serving of new Tropicana Probiotics. The new juice line is being positioned as one that will “help you feel good so you can take on anything,” according to the client, which is part of PepsiCo.

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