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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 Multicultural consumers right now.

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  • Carlsberg Group

Danish brewery group Carlsberg Group has tapped IPG Mediabrands media shop Initiative to handle its global media planning and buying following a competitive pitch.The brands previously worked with Omnicom-owned OMD. The appointment will be effective January 2018. The account is believed to be more than US$100 million globally.

 

 

 

  • got milk?

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, has teamed up with Grupo Chespirito to host the 1-year anniversary of “El Chavo del Ocho Day” in Los Angeles on Sept. 8. In honor of “El Chavo del Ocho Day,” Toma Leche is celebrating the Latin American tradition of “La Merienda” by hosting free snack + milk pairings at various events throughout the month in each market.The most-watched show on Mexican television, El Chavo was known as a courageous kid in and out of trouble, who entertained generations of fans across Latin America.  Millions of viewers who have embraced the character for his wholesome, pure authenticity and innocence still watch the animated version and reruns in Latin America and on Spanish-language networks in the United States.Toma Leche will host a family-oriented event at Vallarta Supermarket, located at 3425 Whittier Blvd., Los Angeles, on Sept. 8, from 2 p.m.-6 p.m. Planned festivities include La Merienda milk + snack pairings, interactive games, and a large-scale coloring wall of El Chavo for attendees to draw on.

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!

 

  • Tajín International Corporation

Claudia Sandoval, who won “MasterChef” in 2015, has announced a partnership with Tajín seasoning company. Sandoval will serve as the official chef and recipe creator in the U.S for Tajín International Corporation. As part of the partnership, Chef Claudia will create a series of recipes featuring the leading seasoning brand as one of the principal ingredients. Sandoval will also represent the brand as an ambassador at various food events this year.Last year, she represented Tajín on several media appearances and served as a judge for Tajín’s first ever Culinary Challenge in Houston, Texas.New York based d expósito & Partners is Tajín Hispanic AOR.

 

 

 

 

 

  • Honda

Fit for Fun: New Marketing Campaign Highlights High Tech and Sporty Character of 2018 Honda Fit

The redesigned 2018 Honda Fit is here and to amplify the Fit’s enhanced fun factor, Honda is debuting a new integrated marketing campaign, titled “Fit for Fun,” focusing on the ‘fun’ attributes of the vehicle. The “Fit for Fun” campaign is the brand’s most robust multicultural, mobile and social-driven campaign to-date. The campaign leads off with a 30-second general market TV spot, “Fun Surprises,”. To extend the Fit campaign to multicultural audiences, Honda is launching a :30 Hispanic TV spot, “Secret Life of Fits”  and a series of “Fituation” spots geared toward reaching African American millennial car buyers .In a new :30 Hispanic spot, “Secret Life of Fits,” Honda shows how the 2018 Fit is a vehicle built for fun. The spot targets a diverse group known for their appetite for adventure and excitement. In addition, coming in late September, in partnership with Latino digital network, mitú, Honda will debut a new online series merging comedy with traffic, and will feature comedians including Lejuan JamesFrankie QuinonesJenny Lorenzo and Jesus TrejoIn the new “Fituation” series of TV spots, co-written and directed by Chris Spencer, Honda is looking to appeal to an African American millennial audience.The “Fituation” series will extend reach within networks and programs including BET, TV One, NFL, and NCAAF. Likewise, the Hispanic “Secret Life of Fits” TV spot will air in Hispanic Primetime, Cable, and Sports programming. To reach Millennial viewers who are cord-cutters or cord-nevers, the campaign leverages premium online platforms and devices, including Hulu, Amazon Fire TV, and Roku.

https://youtu.be/lrgFiddd7z4

 

 

  • Wendy’s 

Wendy’s has teamed up with BRAVO Miami to launch an integrated campaign to promote the new Wendy’s Giant Junior Bacon Cheeseburger US$5 deal that celebrates young Latino “Giant Juniors,” Hispanic Ad reports. The campaign, which revolves around 3 characters who embody the Hispanic “Giant Junior” young adults doing great things but still living with their parents, will air on TV, online video and in Social Media.The piece was directed by Pablo Fusco of Black Van Films and edited by Alex Dondero of Vaporpost.

https://youtu.be/WzmmVjWmJM0

  • Cellular Sales

Knoxville, TN-based Cellular Sales, one of the largest Verizon Wireless retailers in the U.S., has appointed EP+Co AOR following an informal review, Mediapost has reported.As the 600-store retailer currently operates with an in-house marketing team,  duties will be split on a project-by-project basis..EP+Co’s scope will include brand, strategy, content, digital media (buying and creative) as well as customer relationship management. EP+Co will also oversee local targeting efforts when needed.

 

 

 

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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 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!

      • VJ Media and Cadillac

descarga (8)Vanessa James Media will honor five media industry entrepreneurs at her latest installment of VJMedia MixologyIII, a signature event in South Florida that connects brands with media influencers. The event will take place in the Miami art district at the exclusive Studio 255, (255 NW 25th Street, Miami FL 33127) Saturday, July 26 from 6 p.m. to midnight. The “Spirit of Excellence” Award has been created to honor and acknowledge the contributions of leaders from all walks of media. This year it will be presented by Vanessa James and Cadillac.Remy Martin will host the evening as the exclusive Spirits sponsor. Supporting brands include: Remixx Fitness, PhotoMingle, Bai Drinks, Zico Coconut Water, Coca-Cola Alma-Mei, KindSnacks, TinyBites Catering and Tyty’s treats.Miami.com (#Miamisoul) has signed on as the official media partner for VJMMIII and will host a special curated social media suite for patrons to engage.

      • AT&T

lwjFsLn8_400x400AT&T will add bilingual and Spanish ads to a marketing campaign it has been running since March, Ad Age reports. Created by Virtue millennials (the in-house creative agency of Vice Media), the ads are intended at Hispanics. The new Hispanic campaign will offer a shorter scripted video of less than 4 minutes, as well as two 30-second commercials in which young Latinos discuss living across two cultures.The ads will appear on ESPN Deportes and MTV Tr3s, along with print ads in People En Español and Latina.

      • Sweatex

descarga (5)VNS Innovations , manufacturer of disposable underarm sweat pads, is planning to meet expected high demand from sweat suffering and cost conscious consumers by introducing 2x strong sweat pads with enhanced adhesiveness. These new sweat pads are environmentally friendly, more absorbent and stick well.Sweat liners come with aloe scent to keep clothes fresh, thereby reducing need to dry-clean frequently while improving confidence in socially awkward situations. Sweatex product are affordable to everyone and available from http://www.sweatex.com and from few select retail stores.

      • Fiat

imagesFor the second year Fiat is back as the Van’s U.S. Open of Surfing exclusive auto sponsor .The nine-day event happening between July 26 and Aug. 3. The Fiat Chrysler Automobile brand will have its entire lineup of cars on the beach, including the electric Fiat 500e and a Fiat 500L Vans-inspired concept created for the Open. The automaker will also be giving out swag, including Jan and Dean-type Wayfarer sunglasses, branded shoelaces, and Fiat-branded items. In addition to getting a two-hour focus on CBS,sonsors will be broadcast to 110 countries. They also predict the competition will bring in around 500,000 attendees and will get 1.5 million views on coverage.

      • Electrolux

descarga (6)Electrolux , major appliances North America, is shifting its U.S. media strategy, planning and buying businesses to Zenith Media from Prometheus.The appliance company has had relationships with Zenith in its global office in London and, since January, its Middle East office. Electrolux media spending on appliance brands exceeded US $33 million last year, according to Kantar Media, up from 2012’s US $30 million spend.The shift will not affect DDB’s creative assignment.

      • Verizon Wireless

8922b876b0529bf3400c8511130c3654_reasonably_smallVerizon is launching a nationwide loyalty program this week that will offer subscribers rewards in exchange for information about their location and web browsing, as well as other behaviors, the Wall Street Journal reports. Customers who sign up for the “Smart Rewards” program will also be required to choose between another program called Verizon Selects, which tracks customer information and then shares that data with marketers who want to target them with ads. Verizon Selects was created in 2012, but this new effort is aimed at getting more customers enrolled. With this program, Verizon is hoping to capitalize and grow its mobile advertising.

      • Adidas

adidasThe sports shoes and apparel company has partnered with Champs Sports to create four different online shows that will live on the Instagram but still mimick the TV-watching experience. #adicolorTV debuted on Friday and will run for six weeks. To tune in, viewers will have to head over to the champsports’ Instagram page.Lace Up will feature athletes like Dallas Cowboy’s DeMarco Murray and Washington Redskins’ RG3 wearing Adidas items, while Lil Jon will portray a high school science teacher in Elements of GAME. At least 25 episodes will be produced for the photo and video-sharing platform.

      • EBay

NCDCFXva_400x400EBay has hired WPP’sMediaCom and Omnicom’s Goodby, Silverstein and Partners to support its global media and creative business.The online retail giant, based in San San Jose, Calif., has worked with indie agency Venables Bell & Partners on creative in the past. It tapped Digitas as digital AOR couple of years ago for digital and continues to work with the Publicis Groupe digital agency. The company spent US $51 million on U.S. measured media last year, including subsidiaries PayPal and StubHub, according to Kantar Media.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 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!

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.

staplesStaples
Staples has selected Dentsu agencies to handle its North American marketing business. The team includes McGarryBowen for integrated creative duties and Carat for media.

 

 

 

verizon

Verizon Wireless’ Viva Móvil
YaSabe has been selected by Viva Móvil by Jennifer Lopez as provider of local information, the companies announced today. Under the agreement, whose financials were not revealed, Verizon Wireless’ Viva Móvil will help to promote and distribute YaSabe local search applications to its subscribers. YaSabe will help promote Viva Móvil’s new retail locations and wireless service.

manzanitasolManzanita Sol
Manzanita Sol unveiled its new “Haz Lo Diferente” campaign, inviting consumers to embrace their own uniqueness and “Do What’s Different.” In addition, two new delicious, true-to-fruit flavors – Mango Citrus Sol and Piña Sol – join the current portfolio which includes Manzanita Sol, Toronja Sol and Tamarindo Sol. To bring the campaign to life, Manzanita Sol enlisted world-renowned percussionist, Rafael Padilla, and international flautist, Pedro Eustache, to create the music for the brand’s award-winning TV commercial using only Manzanita Sol bottles, caps and straws, showcasing a truly creative and unique production technique. “Manzanita Sol’s true-to-fruit flavors have always been a refreshing alternative to lemon-lime and cola beverages, and now, with the addition of Mango Citrus Sol and Piña Sol, our consumers have even more of an enjoyable selection to choose from,” said Martha Bermudez, Brand Director, Manzanita Sol. ” Created by LatinWorks, Manzanita Sol’s new TV and radio spots will be launching in Texas, California, Illinois and New Mexico on June 3rd, 2013; while OOH will hit the same regions on June.
iig10th Instituto Internacional de Gastronomia (IIG)

Instituto Internacional de Gastronomía (IIG),  a Spanish-language online culinary school, has hired Precise Engagement, LLC as their digital agency-of-record handling their South American demand generation. IIG was founded in 2011 by Leandro Beer and is based in Miami, FL. They offer professional culinary training with renowned chefs and sommeliers delivered through an innovative online platform.“We are delighted to work with Leandro Beer and his team as IIG expands their reach into South American markets, beyond US Hispanic and México,” said Arthur Rockwell, President & CEO of Precise Engagement. “IIG has a unique and high-quality product that we believe will fulfill a need in the Latin American marketplace.”“IIG has ambitious plans for a pan-regional expansion and Precise Engagement has provided us with an end-to-end solution to deploy our presence in Colombia, a main market for us”, commented Leandro Beer, President of Instituto Internacional de Gastronomía.

7eleven7 – Eleven
With the introduction of its Breakfast Empanada Bites, 7-Eleven, Inc. builds on the success of its first Latin-inspired hot foods snack introduced last year, Mini Tacos. 7-Eleven’s breakfast snack fits with several current food trends – the growth of breakfast and snacking occasions, and the continuing popularity of all foods Latin. Add to that portion control, portability, high-protein content and value pricing. “Breakfast and snacking are both growth areas in the food industry and strong day parts for 7-Eleven,” said Kelly Buckley, 7-Eleven vice president of fresh food innovation. “Mornings are our busiest time of day, and 7-Eleven is a destination for snacks and drinks all day long. The Empanadas Bites meet a need for a hot, savory, high-protein breakfast and a snack option. And, at a dollar for three, customers can get big flavor on a budget.”

bacardiBacardi
BACARDI launched a new marketing campaign, “Vivimos,” in celebration of the brand’s storied origins in Cuba. A pioneer in rum-making and key player in Cuba’s fight for independence starting in the late 1800s, BACARDI rum’s founder Don Facundo Bacardi Masso and other revolutionary family members including Emilio Bacardi, brought ground-breaking change to the rum industry and to Cuba despite endless challenges. The new campaign will drive consumer awareness and excitement while reinforcing the brand’s rich, courageous heritage at a time when authenticity and masculinity are key themes among target consumers. The campaign’s TV and digital films were directed by filmmaker Jake Scott and depict stories that were inspired by actual historical events that shaped the brand. The television spot “Cuba Libre” takes place during a time of political unrest in Cuba in the late 19th Century, when the country was fighting for freedom from Spain. Scott used this historical backdrop to shape his story on how the Cuba Libre, more commonly called BACARDI and cola, is the original cocktail of freedom.

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.

YaSabe has been selected by Viva Móvil by Jennifer Lopez as provider of local information, the companies announced today.

Under the agreement, whose financials were not revealed, Verizon Wireless’ Viva Móvil will help to promote and distribute YaSabe local search applications to its subscribers. YaSabe will help promote Viva Móvil’s new retail locations and wireless services to Hispanic consumers searching online.

“YaSabe offers a gateway that helps Hispanic consumers find local businesses, coupons and more on-the-go,” said Bosco Souto, President of Viva Móvil, in a prepared statement. “We are pleased to recommend to our Viva subscribers to download and use the YaSabe local search applications.”

Viva Móvil products are available both on Facebook and GetViva.com, and will be available in physical stores that will open in cities like New York (June 15), Miami, and Los Angeles.

YaSabe, which earlier this year received an investment by Brightstar Corp., offers Hispanic consumers a location-aware mobile experience that lets them find and discover businesses and special offers nearby. It is estimated that 40% of YaSabe’s usage comes from Hispanic consumers making queries on their mobile devices and the vast majority of this traffic is emanating from the top-10 Hispanic cities.