celebrity cruises, PepsiCo, Pope BrowsPantene… and other brands currently targeting the US consumer. Check out our previous Sales Leads columns.
Celebrity Cruises has launched a new advertising campaign to promote the all-inclusive cruise, Cruise Hive reports. Although the luxury cruise line is known for its all-inclusive amenities, this campaign focuses not on cruise ship characteristics or purchasable packages, but on the travelers themselves, to show that cruising is the ideal vacation spot for everyone. Celebrity Cruises continues to lead the project to this day, diversifying travel advertising. Called “The all-inclusive photo project‘, the campaign recognizes the need to improve how all people who travel are represented in marketing materials. Well-known and respected photographers are part of the project and create the world first Free to use open source travel image library. About 90 images are currently part of the library, all of which can be used royalty-free. Each image includes a detailed description of the model as well as the location. Celebrity Cruises hopes that the availability of these resources will lead to more diversity and inclusivity in travel industry marketing and plans to continue expanding the library with additional images. “As global brands, we have a powerful platform to act as a catalyst for positive change. We know we still have work to do and we hope to inspire others to join us on this important journey. By harnessing our collective power in the travel industry, we can begin to make travel marketing truly all-inclusive.said Michael Scheiner, chief marketing officer of Celebrity Cruises. Celebrity Cruises plans to do so start the advertising campaign in early April.
PepsiCo, Inc. announced the launch of jefa owned (owned by a latina boss), a national visibility campaign run by the Juntos Crecemos (Together We Grow) platform to encourage more small Latina-owned food and beverage companies to apply for the personalized business building support services. To mark the launch, PepsiCo executives joined with Latina business owners for the Nasdaq Opening Bell Ceremony, where they unveiled the first ever jefa owned Neon sign designed by PepsiCo, plus limited-edition merchandise honoring businesses owned and designed in collaboration with a Latina chef Hija de tu Madrea lifestyle brand founded by Latina entrepreneur Patty Delgado that also instituted March 31 as National Jefa Day Hispanic Racial Equality Journey InitiativePepsiCo launched the multi-faceted Juntos Crecemos Platform last fall aimed at empowering Hispanic-owned businesses, particularly restaurants, bodegas and carnicerías (meat markets), to address fundamental business challenges and support business growth. Applications for the Juntos Crecemos The Hispanic Digital & Delivery program is now open. It is an eight-week personalized business building program that offers expert advice on delivery logistics, technology, marketing and search engine optimization (SEO), all designed to help businesses create a viable digital presence to reach more customers. Attendees have access to a one-on-one expert consultation where they receive coaching and guidance to develop solutions to their unique business challenges. The first 40 Latina small business owners to complete the eight-week counseling curriculum Juntos Crecemos Hispanic Digital & Delivery Program gets an exclusive jefa owned neon sign. To apply for the Hispanic Digital & Delivery Program visit: Pepsicojuntoscrecemos.com/jefaowned.Limited edition jefa owned Goods are available on the Hija de tu Madres Online store starting on National Jefa Day, March 31st. The merchandise, including t-shirts, tote bags and notepads, honors businesses owned by a Latina chef. To buy the goods supportively jefa owned company, visit: Hijadetumadre.com/collections/support-jefa-owned.
American company Pope Brows appointed Seattle Agency DNA as his New Media AOR for all its brands after a formal review. Stagwell’s Assembly was the incumbent. DNA was also awarded creative AOR Tasks for the Pabst Blue Ribbon brand. In addition to the flagship brand Blue Ribbon, other brands in the Pabst portfolio include Old Milwaukee, Colt 45, Rainier Beer, Rainier Seltzer and Dragon’s Milk Stout. Pabst’s annual media spend is estimated at $1 million by research agency COMvergence. About $600,000 will be allocated to digital channels.
On the occasion of International Transgender Day of Visibility, P&GS Pantene released a documentary-style short film chronicling the quinceañera of a transgender woman, Isa, who went into denial as a teenager. Longtime agency Gray New York created the campaign. Against great odds (see statistics), from discrimination in the workplace to systemic violence, transgender women in Latin America have made significant strides through holding elective office and serving as business leaders. Quinceañera is a dream come true for many Latina girls when they turn fifteen. But this rite of passage into womanhood, celebrated by family and community, has often excluded transgender women from this cultural milestone. Pantene has teamed up with Isa, a transgender woman in her 40s, to give her the quinceañera she never had. The film tells her poignant story and follows her preparations up to and including the day with her friends and family. (link to Movie) The integrated digitally-led campaign includes online video, social media, influencers and outreach. The brand partnered again with GLAAD, which is accelerating LGBTQIA+ acceptance and inclusion by sharing stories and accessing all forms of media to empower community members.
At this exclusive event on March 31, 2022, brand decision makers and marketing service providers will share and accelerate knowledge on key topics such as multicultural marketing, e-commerce marketing and the use of marketing technologies. To learn more about networking solutions at Portada Live, involving countless brand decision makers, please contact Sales Coordinator Michelle Lopez at [email protected]
Casalu, a rum-based hard seltzer aimed at instilling a sense of home and heritage while inviting others to share Latino culture, is now available at select bars, restaurants, liquor and grocery stores throughout Miami, Florida and shipped by ship to more than 20 states Direct-to-consumer platform on DrinkCasalu.com. Casalú is made from dark aged rum with 5.9% vol./vol. Manufactured and retails for $12.99 per four-pack of 12-ounce cans. Crunchy and balanced with the perfect amount of buzz, Casalú’s debut, Limón, brings authentic Latino roots to the hard seltzer market. The name represents the ethos of the company. Casa, a sense of home and heritage. Salú, an open door for anyone who wants to share Latino culture. The origin story of Casalu begins with three friends, now co-founders, Ricardo Sucre and Gabriel Gonzalez from Venezuela and Gustavo Darquea from Ecuador. The trio first met while attending North Carolina State University. Throughout college, they began sharing their drink of choice: rum. They didn’t know it at the time, but they were on their way to bringing the first authentic rum-based Latino hard seltzer to market. There are 60 million Latinos in the US alone. As the country’s largest minority, they have more influence on pop culture than ever before. Casalú wants to represent the roots of these consumers and bridge the gap between them and the hard seltzer market. However, Casalú’s is more than hard seltzer. Casalú’s vision is to be a catalyst for Latino culture. Think the next Red Bull, but Latino.
corona has announced that it will be the official Cerveza of starting this baseball season Major League Baseball (MLB), join Budweiser as a co-exclusive MLB beer sponsor. The multi-year sponsorship with Corona also includes a custom content platform on MLB.com and MLB Network aimed at bringing fans closer to the sport and empowering the next generation of star players to showcase their refreshing perspectives on and off the field. As a brand that proudly celebrates its Mexican heritage, Corona is a natural fit to sponsor the game of Béisbol, a sport loved by the Hispanic community. In fact, nearly 30% of all MLB players are Hispanic, and over 20 million Americans identify as Hispanic and MLB fans. Corona plans to reach out to those aged 21 and over throughout the season. In addition to in-stadium visibility and through bespoke paid media, adult fans of legal drinking age can expect to enjoy Corona at signature MLB jewel events such as the 2022 All-Star Game presented by Mastercard and the World Series. Both Budweiser and Corona said their deals allow for in-stadium signage and attendance at events like the All-Star Game and World Series. Budweiser will retain exclusive sponsorship of the post-season baseball celebrations, including branding in the locker rooms.