Heineken, Target, Rocket Mortgage … and other brands



Heineken, PepsiCo, Target, Rocket mortgage… And other brands targeting US consumers right now. Check out our the previous columns are “Sales Leads”.

  • Heineken expects to increase marketing spending

Heineken plans increase its marketing spending to pre-pandemic levels of 11.7% of net revenue by 2023., CEO Dolph van den Brink said when the Amsterdam-based brewer posted its semi-annual profit. Marketing / advertising spending was 9.3% from January to June 2021 after registering 11.1% in 2020. Heineken’s net revenues for the half-year increased by 14.1% to € 9.97 billion (US $ 11.9 billion), which means that marketing / sales expenses on a 9.3% basis were about € 927 million (1, $ 1 billion).
In the Americas region, which includes the United States, net revenues for the half-year were up 25.7% and operating income was up 85.7%, “mainly driven by Mexico and Brazil.” However, Heineken USA “grew ahead of the market,” said van den Brink, “thanks to Heineken and Dos Equis, who benefited from innovations such as Dos Equis Ranch Water and Dos Equis Lime and Salt,” as well as reopening their own stores. … a business that he says has returned “to 2019 levels or higher in large parts of the United States.”
The volume of soft drinks in America more than doubled said van den Brink, led by Heineken 0.0 and complemented by brand extensions such as Desperados Virgin Mojito and Lagunitas Non-Alcohol IPA. Although Heineken was slower to enter the booming hard seltzer market, van den Brink mentioned positive innovations, including not only Dos Equis Ranch Water, but also AriZona SunRise (in partnership with Hornell Brewing).

  • PepsiCo sells Tropicana and Naked

PepsiCo is sell your juice brands in North America and Europe, including Tropicana and Naked, private equity firm PAI Partners for $ 3.3 billion before tax. As part of the deal, PepsiCo will retain a 39% non-controlling stake in brands, as well as exclusive distribution rights for in-store chilled drop shipping to small format and food service channels. Juice brands generated approximately $ 3 billion in net revenue last year. with operating profit margins below the company’s overall benchmark. PepsiCo plans to use the proceeds from the sale of these assets primarily to strengthen its balance sheet and invest in its business. The deal is expected to close in late 2021 or early 2022. This is the latest major food sale. Even before the pandemic, companies focused onadvertising some of their less growing brands so they can focus on developing their core business.

CanelaCanela.TV, one of the first AVOD streaming services for US Hispanics, has become a partner Target offer your favorite family programs for free Canela.TV spectators. As part of the Target’s Back to School campaign, Canela and Target will host nostalgic film nights that will bring families together and create new traditions. Titles include Sony classics Annie, The Legend of Zorro and My girlfriendas well as several classics from the Golden Age of cinema. Viewers will also have exclusive access to the hugely popular Ryan’s World, dubbed in Spanish for the first time. Aside from Nostalgic Family Nights, the partnership with Target also marks Canela.TV’s debut as streaming season 7. the Spanish-language version of the popular YouTube series Ryan’s World. At 9 years old, Ryan is a lead contributor to YouTube and receives over a billion views every month. Ryan has gathered fans of kids around the world, focusing on what they love: toys, role-playing games and sketches, video game playthroughs, science experiments, and more. All fifteen episodes of Season 7 are now available on Canela.TV.Canela.TV is a streaming service that is enriching the next generation of US Hispanics by providing free access to unique, culturally relevant content.

Rocket mortgageQuicken Loans officially changed their name to Rocket mortgage July 31. The changes are being made to align with the overall Rocket brand and also to make it clear to homebuyers that technology, the Rocket Companies’ core principle, is embedded throughout the home buying lifecycle, from finding a home to closing a mortgage, according to Press releaseThe name change is important to the company, but customers won’t see any difference in the digital experience.… Those who are in the process of the mortgage at the time of the change will not be affected. The only difference that current clients will face is that documents, letters and other messages that were previously called “Quicken Loans” will instead come from “Rocket Mortgage”.QuickenLoans.com will remain in working order after the change of the official name. In its current state, it will guide clients to apply for a home loan with Rocket Mortgage. The site, one of the most visited in personal finance, will then move on to other important missions for rocket companies.

Portada liveAt this exclusive virtual event at September 22, 2021 Brand decision makers and marketing service providers will share and develop knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technology. For PortadaLive’s multi-brand virtual networking solutions, contact Sales Coordinator Michelle Lopez at: michelle@portada-online.com.

Foot Locker, Inc. , a New York-based sportswear retailer, has announced a definitive acquisition agreement Eurostar, Inc. (“WSS”), a US $ 750 million US retailer of athletic footwear and apparel with a focus on the West Coast. The deal will be financed from the company’s available funds. WSS is a sports-oriented retailer targeting large and fast-growing companies. HOURdemographic Hispanic consumerscontrolling the fleet 93 off-center stores in key markets in California, Texas, Arizona and Nevada. WSS’s community-driven business benefits from strong customer relationships – roughly 80% of sales come from customers who are part of its loyalty program. Through this deal, Foot Locker will benefit from WSS’s differentiated market position and additional customer base and real estate portfolio. The range of classic WSS styles will further diversify Foot Locker’s product portfolio, allowing the company to meet a wider range of consumer needs at different price points. In fiscal 2020, WSS generated approximately $ 425 million in revenue, with a three-year CAGR of approximately 15%. This acquisition is expected to drive Foot Locker’s earnings per share in fiscal 2021. WSS will retain its name, serving as the new flag in the Foot Locker portfolio. The transaction is expected to close at the end of the third quarter of 2021 upon expiration or termination of the applicable waiting period pursuant to the Hart-Scott-Rodino Act 1976 to improve amended antitrust laws and comply with the normal closing conditions.


BurnAlong, a leading online platform for health and wellness, announced the first launch of health classes taught at Spanish languagewelcoming new Spanish speaking instructors through the BurnAlong platform. This expansion of programming will bring holistic wellness experiences to corporations and users around the world and is part of BurnAlong’s commitment to making wellness more inclusive and accessible. Spanish speaking instructors and established connections in local gyms, BurnAlong can connect Spanish speakers with integrated wellness programming. BurnAlong programming covers 49 categories, including Cardio, Yoga, Barre, Pilates, Adaptive Workouts for People with Disabilities, Cancer, Parkinson’s, Arthritis, Sleep, Children, Mindfulness, Stress Management, Parenting, Elderly Programming, Tai Chi , mental health, fitness. Over 50, strength, running, nutrition and more. This launch of programs aims to meet the perceived need to provide health content in multiple languages ​​so that everyone can access the resources that will meet them wherever they are on their health journey. Today, 43 million Americans speak Spanish as their first language, and nearly 12 million Hispanics are bilingual. Around the world 580 million people Spanish speakers making up nearly 8 percent of the world’s population. However, accessing wellness programs in Spanish can be a challenge or a unique solution. Since founding BurnAlong in 2016, they have made a commitment to creating diverse, inclusive and easily accessible health content. There are now over 13,000 classes and 2,000 wellness instructors on the platform who work in over 75 countries, and the launch of content in Spanish reflects a long-standing commitment to delivering relevant, authentic wellness offerings that enable communities to thrive together.

Portada liveAt this exclusive virtual event at September 22, 2021 Brand decision makers and marketing service providers will share and develop knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technology. For PortadaLive’s multi-brand virtual networking solutions, contact Sales Coordinator Michelle Lopez at: michelle@portada-online.com.

Cuentas, a leading provider of mobile banking, digital wallets and FinTech payment systems, specializing in Hispanic and Latino communities signed a marketing and promotion agreement with Benelisha Group Inc., a financial services provider throughout the state of California. The 3-year agreement starts with a build-up period and the goal of 15,000 General Purpose New Accounts (GPR) Cuentas in 1 year with further extensions and Most Favored Nation (MFN) status. up to 3 years upon reaching 50,000 new accounts. The MFN terms will remain in effect indefinitely as Benelisha continues to add 50,000 new accounts every year after the third year. “Cuentas’ mobile application and services developed for Hispanic communities will enable Cuentas, together with Benelisha, to open California, the largest market for Hispanic immigrants in the United States.” said Arik Maimon, founder and interim CEO of Cuentas. “This is a tremendous achievement in line with our implementation plan,” added Maimon.


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