Tag

Unilever

Browsing

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.

 

  • Thomas Nelson
    Thomas NelsonThe publisher and producer of Christian books, bibles and Videos is introducing a marketing campaign to promote the Spanish-language book “Francisco, el primer papa Latinoamericano” (by Mario Escobar) on the recently elected pope Francis I. The advertising promotional campaign starting on May 7th in the U.S. and Mexico comprehends:
    -Radio Interviews in key Markets (Miami, Puerto Rico, South Texas, Mexico, Los Angeles)
    – TV product placement (Morning Shows – Mexico, Miami, Puerto Rico, Los Angeles)
    – Online Ads (Adwords)
    – Online Ads (Yahoo, Univision)
    – Online Video Ads (Youtube and Pay per view content outlets)
    – “Francisco” will also be promoted through Thomas Nelson direct mailed catalogs.
    Thomas Nelson is the sixth largest American trade publisher and the world’s largest Christian publisher.

 

  • J3/Identity  Edwin Camacho is the new Group Media Director Multicultural Division at J3 Identity. The position was previously occupied by Malena Bustelo who left Identity last fall to join Carat as SVP Group Media Director, Multicultural.

 

  • Open English
    Open EnglishOpen English, the online and off-line English-language school originally founded in Caracas, Venezuela, is going to soon target prospects in the U.S. Hispanic market and Spain. Open English has already done substantial marketing and advertising in Latin America, including in Brazil where it is a top 15 cable Advertisers. Mario Cordon, Open English’s Chief Marketing Officer, will be speaking at Portada’s Latin American Advertising and Media Summit in Miami on June 4-5.

 

  • Absolut Mexico
    Absolut MexicoAbsolut Vodka is bringing its limited edition bottle design Absolut Mexico to the United States for the first time. The bottle debuted in Mexico last year. The release of Absolut Mexico is the latest limited edition offering from the vodka brand and pays homage to Mexican culture and multicultural heritage. This design was created in partnership with Dr. Lakra, one of Mexico’s most renowned contemporary artists and tattooists from Oaxaca, Mexico.  The work of Dr. Lakra has been featured in exhibitions and museums around the world, including the Museum of Modern Art, the Hammer Museum and the Walker Art Center.For Absolut Mexico, Dr. Lakra combines three legendary icons from ancient Mayan culture — Hurakan (Hurricane), Kukulkan (Serpent) and Balam (Jaguar) — and brings them to life on the Absolut bottle through a modern artistic lens that represents Mexico today.

 

  • Del Taco
    Del Taco has opened its first restaurant in Alabama, opening its doors on April 3 in Dothan, the Birmingham Business Journal reports.  The new Dothan Del Taco, located at 4700 W. Main St. in the Publix shopping center, features a 72-seat dining room, Del Taco’s new salsa bar and drive thru that will be open 24-hours.This is the first of 20 Del Taco restaurants planned by Del Taco franchisee and developer/operator Larry Blumberg & Associates which operates 68 hotels in 11 states, representing the Marriott and Hilton brands.  In addition to the first location in Dothan, Larry Blumberg & Associates is planning at least a dozen locations in Alabama including Huntsville, Montgomery, Birmingham and Tuscaloosa. In Florida, the company is planning locations in Tallahassee and Jacksonville. The Del Taco, menu includes Mexican offerings of tacos, burritos, quesadillas and nachos as well as American favorites like hamburgers, crinkle-cut fries and shakes. Del Taco also serves breakfast featuring a full line of breakfast burritos.

 

  • Goya  Foods and Beech Nut
    Goya Foods and Beech-Nut launch a unique joing line of authentic, nutritious latin-flavored babyfoods made with Hispanic moms in mind. The joint announcement was made by Beech-Nut President Jeff Boutelle and Bob Unanue, President of Goya Foods.“Our research shows that Hispanic moms have been waiting for just such an offering, which combines the authentic, traditional Latin flavors Goya is famous for with Beech-Nut’s nutritious, natural ingredients free of preservatives,” said Mr. Boutelle. “Our products are as close as possible to home-made, and that’s very important to Hispanic families.”“The Beech-Nut/Goya line of baby food offers mom the best of both worlds,” Mr. Unanue said.

 

  • Novartis
    Swiss drug maker Novartis is taking a sassy new tack to win converts to its oral multiple sclerosis  treatment, Gilenya. Its “Hey MS, Take This!” campaign shows patients sticking out their tongues with Gilenya capsules on them to show their willingness to fight back against the neurological condition. An image from a video ad from the Novartis campaign for its multiple sclerosis drug Gilenya. The campaign, which begun last week,  is aimed at younger people with multiple sclerosis, a chronic autoimmune disease with symptoms like fatigue, difficulty in walking and blurred or double vision. The campaign will be in national print outlets, including a half-dozen national magazines like People, Shape and Self, and on the Web sites of women’s magazine. A television-style online video will also be available on social media outlets.“MS strikes in the prime of life, and many patients use the Web and social media to connect,” said Dagmar Rosa-Bjorkeson, head of Novartis’s multiple sclerosis unit. “Many are now being diagnosed in their 20s and 30s, and early treatment makes the most impact, so we are trying to target those people who are active and digitally savvy.”Novartis is trying to set the Gilenya campaign apart from other pharmaceutical advertising.All such ads must conform to federal regulatory strictures that consumers receive balanced information that not only includes the drug’s effectiveness but also enumerates its risks in consumer-friendly language. “It’s all about attitude,” explained Mike Devlin, creative director of the campaign’s ad agency, Draftfcb, part of the Interpublic Group, which interviewed the multiple sclerosis patients. Tapestry does media buying and planning. Shortly after Gilenya entered the market, Novartis conducted a smaller marketing effort, with ads in magazines aimed at those with multiple sclerosis as well as a limited placement in national magazines.Its new campaign emphasizes empowered young patients, who use phrases like “No needles for me” and “Take this, you bully” to show their defiant attitude as they cope with the disease.

 

  • Xoom 
    Xoom Corporation, a global online money transfer provider, launched POWR (Pay Only When Received), to Filipino   last month. Today, Xoom announces that the breakthrough initiative is now available to qualifying remitters throughout Latin America and the Caribbean who choose to send with their bank account(https://www.xoom.com/pay-after-received). Xoom claims to be unlike other money transfer companies in that, if the sender pays with a bank account,Xoom will only withdraw the total amount of the money transfer once the money has arrived.”With POWR, we show once again how Xoom is revolutionizing moneytransfers to Latin America and the Caribbean,” says Julian King, Xoom’s Senior Vice President of Marketing and Corporate Development. “When our customers send money and pay with their bank account, Xoom will not charge them until their loved ones get their money.

 

  • Unilever and Northgate Gonzalez Partnership
    Hispanic grocery chain, Northgate Gonzalez Market  and Unilever, have  partnered  to launch a shopper marketing promotion that will  reward consumers who purchase Unilever products with an exclusive performance by  multi-platinum Latin artist, Reyli.

 

  • Esurance
    Esurance has split its media planning and buying responsibilities between Starcom and incumbent Havas Media, following a review, Adweek reports. Starcom will join the brand’s roster in the lead role on strategic media planning for TV, radio, out-of-home, print and digital. Those responsibilities were previously handled in-house. Starcom has also taken on media buying chores for Esurance’s general advertising in TV, radio and out-of-home. Havas, the incumbent on the account, previously handled buying for TV and radio. Out-of-home was handled in-house. Havas Media, formerly MPG, has been on the account since 2005. The agency will retain planning and buying responsibilities for the brand’s direct-response marketing, which includes work in TV, radio and print.Esurance will continue to handle its own digital buying, as well as some tactical digital planning. The other finalists in the review could not be immediately ascertained. Starcom also handles planning and buying for Allstate, which said in May 2011 that it would buy Esurance, a competitor that sells insurance directly to consumers online.

 

  • HSBC
    Mindshare retained the US $400 million global HSBC Account. GroupM (Mindshare’s holding company) defended against finalist Zenith. The decision on the media account comes only a few weeks after HSBC decided to split its creative business among three different agencies. Two of those agencies, JWT and Grey are, like Mindshare, part of WPP. Reportedly, HSBC asked all the new creative agencies to recommend the best media agency and obviously the two WPP agencies recommended their incumbent sibling.

 

  • American Airlines
    American Airlines is cancelled  its direct flights Santo Domingo and Santiago to New York as of April 2. “After careful review of our route network, including performance of individual routes within our global network, American has made the difficult decision to cancel service between New York (JFK) and Santo Domingo (SDQ) and Santiago (STI) effective April 2,  2013″, the company announced. It added that ” American Airlines has proudly served the Dominican Republic for over 37 years. We remain committed to the Dominican Republic and will continue to serve the market through our Miami Hub, where we operate four daily flights to Santo Domingo, three daily flights to Punta Cana (PUJ), one daily flight to Santiago (STI) and Puerto Plata (POP) and one seasonal flight to La Romana (LRM). American Eagle also serves La Romana from Miami.”

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.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

Hispanic grocery chain, Northgate Gonzalez Market  and Unilever, have partnered  to launch an innovative shopper marketing promotion that will reward consumers who purchase Unilever products with an exclusive performance by multi-platinum Latin artist, Reyli.

During a five-week period from April 2(nd) through May 5(th), consumers who spend $100 on participating Unilever brands will earn two tickets to see Reyli at a concert at the Honda Center in Anaheim on May 17(th).  Tickets to this exclusive event cannot be purchased in any other fashion and can only be earned by shopping during this promotion. A free mobile app, Northgate Market, is also available–for iPhone and Android phones–to help shoppers keep track of their purchase totals.  The app also features additional tools including a store locator and recipe videos.

More than 350 personal care and food products from Unilever brands including Axe®, Dove®, Degree®, TRESeme®, Ponds®, Caress®, Country Crock®, Wishbone®, Suave®, Best Foods®, Lipton®, Knorr®, Ragu®, Breyers®, and Popsicle® can be purchased as part of the program.  Consumers can learn about the full range of Unilever products participating in the program through in-store signage, island displays, and in-store announcements.

Shopper Marketing“Unilever continues to drive new and innovative promotions at retail and this disruptive platform is no exception,” said Lou Paik, Shopper Marketing Manager for the West Division, Unilever.  “When you are able to provide your customers with an opportunity that is truly unique, deliver an experience to your shoppers that they highly value, and affect social change in your local communities… you know you have a winning program.”

Leading the marketing effort for Northgate is Mike Hendry, Vice President of Marketing. “We are excited to partner with Unilever in this one-of-a-kind promotion that rewards our most loyal customers with an exclusive opportunity to see Reyli in concert. We believe the Northgate app will allow us to connect with our customers on a more personal level while also rewarding them by connecting food and music in a fun and different way.”

The Northgate digital platform was created by CausePlay, a digital/mobile agency managing the promotion.  “We are pleased that our expertise in mobile and retail grocery have provided the backbone to effect this significant promotional event,” said Scott Loyola, CMO and partner at CausePlay.  Using this exciting technology platform, retail grocers can track and ultimately provide unique consumer rewards.

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.

 

      • Walgreens
        Walgreens announced it has selected OMD  to be its new media planning and buying agency of record.       OMD will be responsible for U.S. and Puerto Rico activity related to  traditional, multicultural, digital and mobile media planning and  buying. The business will be led from OMD’s Chicago office.      “To support our vision of becoming the first choice for health and daily  living, we are pleased to select OMD to manage Walgreens key media  channels and Walgreenslook forward to working with them,” said Graham Atkinson, Chief Marketing and Customer Experience Officer, Walgreens. “The  agency’s expertise across all media channels will help us efficiently  deliver our marketing messages in both the evolving retail and  healthcare markets.”    The media review, which was overseen by consultancy R3:JLB,  followed a creative review  last year that made OMD’s sibling agency,  GSD&M in Austin, Texas, Walgreen’s creative agency of record. The review ends the company’s decade-long relationship with Publicis Groupe’s  Starcom. According to Kantar Media, the national pharmacy and retail chain spent $291.8  million on U.S. measured media in 2012, up from $223.9 in 2011.The agency change comes as the national pharmacy chain, which has about 8,000  locations in the U.S., is expanding its offerings, adding: services at its  pharmacies and clinics, grocery items and fresh food in stores, enhanced beauty  departments and more investment in private label. The first work from OMD is expected to occur in the spring of 2013.

 

      • Cancer Treatment Centers of America (CTCA)
        Cancer Treatment Centers of America (CTCA) has hired San Antonio advertising and public relations firm Creative Civilization as its Hispanic agency of record. Creative Civilization will work to build brand awareness for CTCA to Hispanic consumers and will promote various cancer treatment options offered by the hospital network. CTCA cares for patients from all 50 states via treatment facilities in Atlanta, Chicago, Philadelphia and Tulsa.

 

      • Amazon
        is conducting a media-agency review. Minshare  handles the e-tailers offline media work and MEC supports digital media. Interpublic’s Mullen  handles media buying and planning for the company’s Zappos megabrand. It’s unclear whether or not this review affects the digital business or the separate Zappos account. According to Kantar Media, the Seattle-based company and its Zappos.com and Quidsi brands spent $298.8 million on U.S. measured media in 2012. Amazon is an important network TV and magazine advertising buyer. Separately, Amazon  announced its first TV ad campaign promoting its fashion offerings. Cathy Beaudoin, president of Amazon Fashion, told Women’s Wear Daily that the company hopes a TV campaign will create greater awareness of Amazon.com’s fashion editorial content and brands. The outlet reported: “The overall campaign spans TV, print, outdoor, online display and social platforms and ties back to a ‘really immersive site experience,’ she said.”

 

        • Nationwide
          Insurer Nationwide Insurance is reviewing its Media buying and planning agencies. McKinney currently handles media planning and UM handles media buying for the Columbus, Ohio-based insurance company. UM has done media buying since 2001, defending during a review in 2009 when McKinney was awarded the planning and creative account. Both incumbents are expected to defend. Nationwide CMO Matt Jauchius recently said that the company plans to increase its media spending even more in 2013.

 

      • Unilever
        Unilever is expanding its sponsorship deal with the Mexican National Soccer team for three  more years until 2015. Since 2009 the Mexican National Soccer Team has been sponsored exclusively by  Unilever deodorant brand Degree Men. Perhaps because of budget reasons,   several food brands have been now added to the roster:   Hellmann’s®, Best Foods®, Ragú®, Knorr®, Country Crock®, Bertolli®,  Breyers® and Popsicle®.

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.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

Free Email Updates
We respect your privacy.