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.
- Nationwide Insurance
Nationwide Insurance on Saturday kicked off its multiyear partnership with the Dallas Cowboys with media, on-site activation, branding and hospitality at Cowboys Stadium, where the Cowboys will take on the Cincinnati Bengals. Nationwide will also be tagging existing “Join the Nation” TV ads with “proud partner of the Cowboys” language. Cowboys defensive end DeMarcus Ware, meanwhile, will be featured in Cowboys-themed radio, digital and print advertising, sharing his experience as a Nationwide Insurance member. Hitching the Nationwide brand to the Dallas Cowboys star makes sense—to both parties, said Jerry Jones Jr., executive VP and chief sales and marketing officer of the Dallas Cowboys. “As far as the visibility of the Dallas Cowboys and what we believe our brand means, a lot of our partners use that to leverage and their corporate initiatives. That’s the nature of the sports business—taking that visibility and excitement of our fans and tapping into it with the relationship,” he said, adding that the parallels between how the team and Nationwide view their respective constituents quickly became obvious to both parties. “They have a membership that’s very similar to how we look at our fan base and season ticket-holders—they are really members of the organization. That really tied into how we do things.”Texas and the Dallas Cowboys made sense for Nationwide for a number of reasons, Nationwide Executive VP and CMO Matt Jauchius, told Forbes. Texas is a “massive state with a massive population” and a large Hispanic audience, he said, and “because that’s a growth area for us, it all fell together perfectly,” he said. And the Dallas Cowboys “are the most popular team in the most popular sport in the nation.”
- Taco Bell:Doritos Locos Taco
To promote its latest version of the Doritos Locos Taco, the QSR enlisted a bunch of YouTube “influencers” from this year’s VidCon conference and asked them to create video content to support the product launch.The videos will be distributed through the creators’ Twitter feeds and Taco Bell will post them on assorted social networks. Digitas worked with Taco Bell and YouTube on the campaign and will assist in digital outreach.Taco Bell has made social media a priority in its marketing of the Doritos Locos Taco line, and the video creators are for the most part targeting the millenials demo. The campaign will also include TV sports and radio ads from Deutsch Los Angeles.
- Laster Group- Culture Span Marketing
The Laster Group, one of El Paso’s largest advertising agencies, has changed its name to CultureSpan Marketing and will focus more on Spanish-language and Hispanic marketing, the firm announced last week.The firm has launched a new Web site, culturespanmarketing.com, and will promote its “transcreation” creative process, it reported. Transcreation is the term the agency uses to describe the process of taking marketing messages developed for English-speaking audiences and turning them into culturally appropriate messages for Hispanic audiences, it reported.”We’ve been doing this for our clients for many years; now we see this as a strategic advantage for our business given the tremendous growth in the Hispanic market,” Nancy Laster, the agency’s president and co-founder, said in a statement. Its emphasis will be on Hispanic marketing, but the agency also will continue to provide general marketing services to existing clients, it reported.
Beer brand Tecate and Hispanic digital media company Terra are teaming up to find the boldest men in the United States with the “Are You Hombre Enough?” challenge. The off- and online contest will put consumers 21 and older on the spot to prove they know what it means to be a real hombre, for a chance to win a trip for two to a major sporting event and unlimited bragging rights. Bilingual DEPORTadas journalists will travel across Chicago, Dallas, Houston, Los Angeles and Las Vegas to challenge individuals at select soccer games and boxing matches throughout the remainder of the summer. Sports fans 21 and older will have to demonstrate they are real hombres by participating in a variety of challenges.
- Del Taco
Seven new franchise groups have committed to developing 39 new Del Taco restaurants across the United States, including central California, Colorado, Georgia, New Mexico, South Carolina and Texas. The company has also announced five new markets for multi-unit development and a search for new franchise partners.The new restaurants will be developed over the next 10 years along with other commitments by franchisees that are already in place and new corporate restaurants. The first ever Del Taco restaurant in Alabama opened earlier this year. The next new market to open will be in Oklahoma, which is scheduled for the end of this year. The new markets where Del Taco is looking to develop multi-units and add new franchise partners include Seattle/Portland (60 restaurants), Houston/San Antonio (65 restaurants), southern Georgia (Macon/Augusta/Savannah, 22 restaurants), Tampa/St. Petersburg, Fla. (44 restaurants), and Charleston, S.C. (nine restaurants).Del Taco, one of the nation’s largest Mexican quick-service restaurant chains, has more than 550 restaurants in 18 states
Licensing has signed an agreement with Novamex to expand its popular beverage brand, Jarritos, into new licensing retail categories. The brand licensing company will pursue new business opportunities, including apparel and accessories, party supplies, health and beauty products, home furnishings, sporting goods and pool/beach products. . The brand was introduced to the U.S. market in the 1980s. Novamex markets a variety of Mexican food and beverage brands. The company holds the exclusive rights of distribution of these brands in the United States through related companies, partnerships, and long-term distribution contracts. “We are excited to partner with IMG Licensing, the largest licensing agency in the world, to expand our beloved Jarritos brand into products inspired by the Jarritos spirit, wit, and cultural relevance,” said David Flynn, marketing director of Novamex. “Jarritos is an iconic beverage in Mexico and one of the hottest niche beverages in the [United States]. The brand is well positioned to move into new licensing areas, as it continues to grow in popularity with consumers across all demographics,” said Daniel Siegel, vice president of IMG Licensing. “Once the licensing community sees the breadth and depth of contemporary and retro assets Jarritos has to offer, we are confident we will build a licensing program befitting this brand that has been loved for generations.”
lynda.com, an online learning company, has selected Ocean Media, an independent media planning and buying firms, as its agency of record for television media buying. lynda.com helps anyone learn software, technology, creative, and business skills to achieve their personal and professional goals. With a lynda.com subscription, members receive unlimited access to a library of nearly 100,000 high-quality, current, and engaging video tutorials taught by recognized industry experts. The company — which completed a $103 million investment round led by Accel Partners and Spectrum Equity earlier this year — provides a customizable learning environment for its 2.5 million members. Ocean Media will manage the company’s broadcast media planning and buying, focusing on media acquisition initiatives in TV. Spots will air on a variety of major cable networks, including HGTV, Discovery, DIY, A&E and Golf. “We value Ocean Media’s deep experience with leading online brands, the agency’s focus on return on investment, and the effectiveness of its analytics,” said Erik Tarkiainen, VP of Marketing at lynda.com.
Werner announced the launch of several multicultural marketing initiatives that support the company’s growing base of professional contractors and do-it-yourself (DIY) consumers worldwide. Recently Werner launched a Hispanic advertising campaign in four key markets, including Los Angeles, San Diego,Phoenix and Las Vegas. Select media included radio, online and out-of-home advertising along with soccer sponsorships. These channels included executions in both English and Spanish aimed at engaging Hispanic customers.”With the growing number of multilingual customers and our global footprint, we are continually looking for supportive ways to ensure our customers have the product information, training and resources they need,” said Chris Filardi, Vice President,Werner Co. “Whether it is French content in Canada, Spanish in the U.S. or Chinese in China, Werner continues to adapt to meet our customers’ needs.” Werner has rolled out a comprehensive multicultural platform that includes support for its Spanish, French, Chinese and English-speaking customers. Recently, the company introduced new Spanish and French websites for the U.S. and Canada. These new websites provide customers with complete product information and product literature as well as a Ladder Finder, which helps end-users select the correct item based on preferred ladder style, height, performance rating and material. Additional multilingual resources include training and safety videos and targeted advertising for leading Hispanic markets in the U.S.
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