White Sox


What: Family owned, San Antonio based Twang Partners tapped into the Chicago Hispanic market with activations supporting its lines of flavored seasonings.
Why it matters: Flavorful seasonings are a big part of Latino culture, and the Mexican-American Treviño family has expanded its six main brands to 46 states and online, with on-site connections like recent ones at Fire and White Sox games essential to its growth.

While the Goya (@GoyaFoodsbrand may be the first that comes to mind when considering the kinds of full-flavored seasonings so popular with Spanish eating and drinking, San Antonio-based family brand Twang Partners (@twang_officialhas carved out a niche, and with its products now available on shelves in 46 states as well as online, Twang recently made a push north, to Chicago, with activations at Fire (@ChicagoFire) and White Sox (@whitesoxtailgates and games as part of its growth plan. The guerrilla marketing was a hit with fans, according to Edmundo Macias, Director of Marketing at Twang.

“These activations were not endorsed or sponsored by the teams,” explained Macias. “We simply hired a street team that could hand out samples near the stadium including the parking lot to target tailgaters.”

Macias sees sports marketing as an important growth area as the company continues to offer its products to a wider audience, and even teach them the proper way to salt their beer.

With Chicago a new market for Twang, whose brand lines include flavored salts, sugars and seasonings with names like Twang-A-Rita, Cafe Zuca and ZAS!, and without the huge budgets of a Goya, Macias noted that the baseball and soccer crowds were the right fit to introduce the products.

“We want to increase our product’s brand awareness and trial where there was a good mix, demographically, with beer drinking adults,” he added. “We also wanted to make sure that there was a fair amount of Latinos as our product was originally inspired by the Mexican tradition of adding salt and lime to beers.”

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The Treviño family, which shook out its first beer salts under the Twang name in 1986 in San Antonio then throughout Texas, has had success with Mexican national soccer team games as well as bar promotions during boxing events featuring Mexican and Mexican-American fighters. But Macias sees sports marketing as an important growth area as the company continues to offer its products to a wider audience.

“We are hoping to also initiate some activations in and around Dodgers and Lakers games who both have a huge Latino fan base,” he noted.

With Twang’s products serving as complements to food and beverages, the company is also looking to partner with liquor and beer companies, particularly with its flagship Beer Salt product and, according to Macias, Twang-A-Rita, meant to rim drinks and cocktails.

“Our beer salts are great compliments to Mexican beers and domestic lagers,” concluded Macias, “so there are lots of possibilities to co-promote our products and give these facilities an opportunity to offer something completely unique to their customers.”

It’s a brand on the rise and one to look out for in the sports marketing space.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • The Kraken RumELEAGUE and The Kraken Black Spiced Rum inked a new partnership. The rum brand will become the first Official Distilled Spirits Partner of ELEAGUE. The partnership includes all ELEAGUE owned and operated platforms on television, digital and social. As part of the agreement, ELEAGUE also introduced the “ELEAGUE KRAKEN Boss Battle,” a feature where pro players and fans can compete against one another in front of a live audience.
  • UFC locked a partnership with Black Rifle Coffee Company as the “Official Coffee” of Season Two of Dana White’s Tuesday Night Contender Series. Black Rifle Coffee will work with UFC to provide social content about the series and promote a national campaign with prizes and exclusive UFC experiences. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • Westgate Resorts reached a multiyear agreement to serve as title sponsor of Las Vegas Motor Speedway’s September NASCAR Camping World Truck Series race. This is Westgate Resorts’ first title sponsorship in NASCAR. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

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  • BudweiserBudweiser signed a multiyear deal as the official domestic beer partner of the White Sox. Activations include a long-term presence at Guaranteed Rate Field, the logo on the video boards, game-day event sponsorships and being able to put use their logo on home game giveaways. 31% of MLB players are Latino, according to ESPN.
  • The Players’ Tribune and SELF are partnering to create a series of original content focused on women across a wide range of sports. Olympic fencer Ibtihaj Muhammad, who was the first Muslim-American to wear a hijab while competing in the Olympics, will serve as executive producer of the multi-episode video series. Content will include video and personal essays celebrating the triumphs and struggles of women in sports. Titled The Playing Field, the program will premiere this fall on SELF’s and The Player’s Tribune’s channels.
  • ESPN DeportesSpanish-language broadcast of the NBA Finals has become the most-watched NBA Finals in network history, according to ESPN. Viewership of the fourth-consecutive encounter between the Golden State Warriors and Cleveland Cavaliers, was up 12%, producing 162,000 impressions, making it the most-viewed since ESPN Deportes started airing the NBA Finals in 2013.

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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  •  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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