Category Archives: Beverages

Corona Extra Wants to Refresh Who We Are

Posted on April 13, 2010 | 3 Comments

La Comunidad, the Hispanic AOR for Corona Extra, this week broke a new campaign encouraging U.S. Hispanics to reconnect with our Latino “cultural identity and values”… which, judging from these spots, means: Let’s not get too uptight about being on time, let’s dance like real Latinos and pleaaseee never send back a soccer ball with your hands! (Ser Latino es más relajado, ¡no nos gusta verte estresado!)

I personally think this is one of those instances where the use of stereotypes is not only OK, but by becoming the very heart of the campaign, they make it cool. What do you think?

Watch and enjoy. These are as fresh as that Corona beer in your freezer that you are just dying to pop open! Oh, and leave your comentarios por favor.

All spots via La Comunidad

Chief Creative Officer: Jose Molla

Executive Creative Director: Jose Molla, Ricky Vior, Leo Prat

Producers: Laurie Malaga, Julio Rangel
Account Executive(s): Maryanne Dammrich, Victor Leon

OOH CREDITS
Photographer/Designer: David Harry Stewart
Photo Agent: Stephanie Baptiste/Bransch
Producer: Stephanie Cohen

TV CREDITS
Production Company: AmericaFilmworks
Director: Diego Kaplan
Director of Photography: Lalo Martinez Solares
Executive producer: Marcelo Paiz

Radio Production: Promidi Music

Editing House: Upstairs
Editor: Alejandro Santangelo
Producer: Flor Zoccola
Music House: Promidi Music
Composer: Gabriel Saientz
Producer: Gabriel Saientz
Sound Design: Promidi Music
Audio Mix: Promidi Music

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Posted in Beverages, Latin America

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7UP Targets Hispanic Moms With New Spots and Summer Retail Promotion

Posted on June 12, 2009 | Leave a comment

On May 18 Dr. Pepper Snapple Group’s 7UP launched Sevenísima, a summer-long contest offering participants the chance to win several prizes, including a family vacation for four and house-cleaning services.

The following is one of the branded spots, created and conceived by 7UP’s Hispanic agency, López Negrete Communications.

And this other one is part of a series produced by Telemundo to promote  7UP -and Sevenísima- at selected supermarkets in 8 cities.

Client: 7UP

Agency: López Negrete

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CMPB Releases ‘Medusa,’ a Fully-Animated Spot Pitching One More Benefit of Milk

Posted on May 11, 2009 | 1 Comment

As promised, here is the second animated spot released by The California Milk Processor Board (CMPB) promoting yet one more benefit of drinking milk: having a healthy hair. The spot features a very sad princess, whose unruly hair was the source of her unhappiness -and spinsterhood. Fortunately for her -and thanks to a humble peasant- milk proteins helped make her hair beautiful again.   

Sad Princess, a spot released earlier, pitched milk as a reliever of premenstrual syndrome.

Both spots were created and produced by Long Beach, Calif.-based Grupo Gallegos. 

Which is  your favorite?

Medusa_FBAR-9002 Low

Medusa_FBAR-9002 Low

This movie requires Adobe Flash for playback.

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Shame on You! Your Son Living in the U.S. Has Taken Up Gringo Light Beer!

Posted on May 11, 2009 | Leave a comment

Continuing a campaign launched in 2008, Tecate Light this month launched a dual-language advertising campaign designed to connect with first and second generation Mexicans their language of choice.

Here are three Spanish-language spots, all via Adrenalina, targeting first generation, Spanish-dominant Mexicans. Aguador, Lección and Medias de Seda all revolve around the shame of drinking generic, gringo light beer, which apparently is only good for watering your plants and make your father ashamed of you. (I love the way the dad pronounces “light beer.”)

My personal favorite is Medias de Seda. And yours?

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Posted in Alcoholic Beverages, Beverages

Tecate’s ‘Con Carácter’ Campaign Has New Spots

Posted on April 15, 2009 | Leave a comment

Following up on the ‘Con Carácter’ campaign launched earlier by Tecate via Adrenalina, here are the latest spots, currently running on Spanish-language TV.

Enjoy! (And don’t forget to leave your comments.)

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Posted in Alcoholic Beverages, Beverages

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Tecate Beefs Up Marketing Campaign ‘Con Carácter’

Posted on April 12, 2009 | Leave a comment

Tecate, the Mexican beer brand and division of FEMSA/Heineken USA, is launching a new ad campaign that depicts Americans who have immigrated north from Mexico as iron-willed men “con carácter” who work hard to take care of their families and do not settle for any beer.

I think these spots are not only hilarious, but they tie in nicely a brand like Tecate with its target audience. (My favorite, though, has to be the one with the couple of Mexican parents weeping over their child’s beer ‘manners.’ (Good lord; he is in America drinking light beer!)

Client: Tecate Beer

Agency: Adrenalina (NY)

Watch more Tecate ads from the series Con Carácter below.

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Posted in Alcoholic Beverages, Beverages

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Coca-Cola Unveils Hispanic Adaptation of Global Campaign

Posted on March 26, 2009 | 3 Comments

This is the :60 version of Coca-Cola’s much hyped Destapa la Felicidad, one of the spots that will be adapted to target the over 45 million Latinos living in the U.S. “Destapa Tus Sueños” or “Unleash Your Dreams” is the central message for ‘Destapa La Felicidad,’ the Hispanic adaptation of ‘Open Happiness.’ 

According to a Coca-Cola release, the campaign began airing a new TV commercial nationwide on March 20, and will expand its media presence with a strong showing during Univision’s highest rated program “Premio Lo Nuestro” music awards, on March 26, at 8:00 P.M. (Still trying to dig up more production info. Stay tuned!)

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