Lowe’s is delivering a hat trick for soccer fans by partnering with the best soccer player in the world, Lionel Messi, Major League Soccer Club Inter Miami CF, and the upcoming CONMEBOL Copa América 2024 USA™. Through a multiyear agreement, Messi also becomes a member of Lowe’s Home Team, making him the first soccer player to join the lineup of top NFL and NBA athletes who have helped improve communities around the country since 2020. To kick off his first season, Lowe’s and Messi will “assist” Lowe’s loyalty customers with extra perks. Starting today, all loyalty members will receive 100 points to get them closer to their next reward through Lowe’s new loyalty program for homeowners, MyLowe’s Rewards, and Lowe’s MVPs Pro Rewards for Pros. MyLowe’s Rewards members must claim points on their account dashboard by May 18.*Inter Miami has quickly become the focal point of soccer in North America. The new partnership between Lowe’s and Inter Miami will drive engagement with soccer fans with signage and in-stadium activations, community programming, ticket hospitality, player appearances at Lowe’s locations throughout the Miami market, and more. Lowe’s is partnering with CONMEBOL Copa América 2024 USA™ to celebrate Lionel Messi’s participation, offering loyalty members opportunities to earn points during the tournament when Messi assists, hosting watch parties in select stores with soccer-themed activities, and providing chances for Pro Rewards members to redeem bonus points for signed Messi memorabilia. The partnerships add to Lowe’s existing collaboration with Charlotte FC, Lowe’s hometown Major League Soccer club. Lowe’s Genesco Sports Enterprises assisted Lowe’s in their launch into the world of soccer.

• True Independent Holdings& Meet The People 

Meet The People (MTP) advertising holding announced that True Independent Holdings (TIH), the parent company of True Media, True Media Canada, Coegi, and RADaR, is joining the MTP group of agencies, taking over general media services for the growing agency group. Terms of the deal were not immediately disclosed. With offices in both the US and Canada, along with capabilities that include media planning and buying, a programmatic trading desk, and a data and analytics unit, TIH represents a significant addition to the growing MTP roster. With the completion of the deal, the agency and its subsidiaries will join VSA Partners, Public Label, Match Retail, Saltwater Collective, and Swell Media as a full partner in the MTP agency group. Now, as part of MTP, the TIH family of companies will anchor a robust offering of media services to MTP agencies while continuing to work with other independent agencies and clients across North America. MTP’s existing media agency, Swell Media, will maintain its specialty in e-commerce and B2B under this new structure.  Under MTP’s innovative new organizational approach, all the roster agencies can work closely together as a community in a single ownership structure, while retaining independence as a core strength to establish their own identity and culture. With the addition of TIH’s 200-plus employees, the combined operations will boast a headcount of over 750 employees in both the U.S. and Canada.  MTP’s roster of clients includes IBM, AT&T, Marvin, Toyota, Google, Nike, Adidas, M&M, Nespresso, PepsiCo, and Xerox, among others. True Independent Holdings clients include RE/MAX, Explore Minnesota, Petvalu, Mall of America; Bodyarmor, and others. 

Rockstar Energy Drink and Myke Towers, a globally renowned Puerto Rican rapper and songwriter, announced GiL as the official winner of “Rockstar Energy Presents: Mic Check con Myke Towers,” a national campaign launched in December 2023 to discover the next generation of aspiring Latin urban music stars. The national music contest, which drew nearly a thousand submissions from talented individuals across the United States and Puerto Rico, evaluated contestants on three key criteria: talent, originality, and showmanship. A panel of respected industry experts carefully reviewed each submission, narrowing the pool to the top three finalists for Myke Towers to personally review. From the top three finalists, Towers hand-selected GiL as the next big act in Latin urban music for her vibrant energy and cool sound that blends Trap, R&B, and Urbano genres. GiL, a 25-year-old Puerto Rican artist from Arecibo, discovered her musical talent at age 5 in a musically inclined family, later gaining exposure on reality shows like La Voz Kids and The X Factor before receiving a scholarship from the Latin GRAMMY Cultural Foundation to study music at Berklee College of Music, ultimately feeling destined to submit her original song to the contest upon hearing about it.As the official winner of “Rockstar Energy Presents: Mic Check con Myke Towers,” GiL will receive a once-in-a-lifetime opportunity to perform during one of Myke Towers’ 2024 shows, providing her a stage to showcase her incredible talent. GiL will receive the full Rockstar Energy treatment, which includes rehearsals and an artist development fund to support her journey into the spotlight and help her gain the confidence to shine during her big debut performance, which will be announced later this year. 

Toyota Motor Corporation (Toyota) launched the next chapter of the “Start Your Impossible” global marketing campaign, igniting excitement for the Olympic and Paralympic Games Paris 2024. The “Start Your Impossible” campaign not only showcases remarkable Olympic and Paralympic athletes but also sheds light on the heroes behind their success —  the coaches, teammates, parents, and fans.”Start Your Impossible” commercials feature:’Send Off’: Communities supporting athletes heading to Paris 2024, ‘Together Wins’: Highlighting collective achievement, ‘Love Conquers All’: BMX cyclist Alise Willoughby and her husband’s inspiring journey, ‘Think Fast’: French Olympic Handball player Nikola Karabatić coached by neighbors, ‘Keep Marissa Running’: Canadian Paralympic athlete Marissa Papaconstantinou’s journey to Paris 2024 and ‘All For One’: Emphasizing the unstoppable power of community support.The fully integrated campaign features more than 20 exceptional Olympic and Paralympic athletes and spans various platforms, including broadcast commercials, digital video, digital content, paid social, out-of-home (OOH), and programmatic advertising. The six broadcast commercials listed above will vary from 60, 30, and 15 seconds. Additionally, the campaign incorporates a mix of 06 and 15 social spots. For this campaign, Toyota took a global strategic and creative collaboration between long-standing agency partners, Saatchi & Saatchi (Los Angeles and Dallas) and Dentsu (Tokyo). 

At this exclusive event on April 11, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including Latin American marketing, e-commerce marketing, and leveraging marketing technologies. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].

Zing Zang, LLC, one of the #1-selling Bloody Mary brand in America, announced the launch of Zing Zang Michelada Mix, adding to its portfolio of premium cocktail mixes. As Mexican beer emerges as one of the fastest-growing segments in the beer category in the U.S., the popularity of the Michelada—a cocktail blending beer with lime juice, tomato juice, and spices—has surged among consumers nationwide.Zing Zang Michelada Mix creates a deliciously savory and refreshing beer cocktail experience. Available soon across the U.S., it delivers an authentic taste and quality ingredients in every sip. The decision to expand Zing Zang’s portfolio into the beer cocktail mixer category stemmed from listening to customers and consumers. Zing Zang Michelada Mix will be packaged in the familiar 32oz bottles and will be available in grocery and liquor stores, as well as nationwide purchases online.

Frito-Lay´s LAY’S® potato chips in hand, singing the beloved “Olé” chant after every goal. Now, the brand is giving fans a few extra reasons to cheer this season with help from none other than the soccer G.O.A.T, Lionel Messi, in a way only he and Lay’s can. In a new commercial, available to watch now, Messi helps Lay’s put a flavorful spin on the famed “Olé, Olé, Olé, Olé” chant to demonstrate how Lay’s and soccer are undeniably synonymous. Messi’s love of Lay’s and the game encourages soccer fans worldwide to join in with chants of “Oh-Lay’s, Oh-Lay’s, Oh-Lay’s, Oh-Lay’s.” Messi is known for mastering the mesmerizing move which involves chipping the ball over the goalkeeper’s head into the net. To commemorate this iconic move, when Messi makes his first chip shot goal of the 2024 soccer season, Lay’s will launch a sweepstakes offering fans the chance to win limited-edition soccer ball-shaped potato chip bags that would make a unique addition to any soccer memorabilia collection. One lucky person will also win a Messi-autographed Lay’s jersey like the ones featured in the new commercial.Within 48 hours of Messi scoring his first chip shot goal of the season, Lay’s will kick off the social media sweepstakes. To enter, consumers can follow @lays on Instagram, TikTok or X, like the post announcing Messi has scored a chip shot goal, and join the “Oh-Lay’s” chant by commenting the hashtags #OHLAYS and #Sweepstakes. For more information and official rules, see here.  The new “Oh-Lay’s” commercial will continue airing on television throughout Leagues Cup this summer as Lay’s joins other Frito-Lay brands as the 2024 tournament’s official sponsor of snacks. As Messi and his team return to the World Cup-style tournament, die-hard fans and first-time viewers alike can join in on the fun all summer long.

The Mexican-inspired brand Old El Paso is preparing for The Paris 2024 Olympics and has launched a multimillion-dollar campaign — “Make Some Noise for Your Home Team” — with Team GB (Great Britain), Mediapost reported. The campaign showcases four athletes: Tom Dean MBE, a double Olympic swimming champion; Emily Campbell, an Olympic silver medal-winning weightlifter; Jack Laugher MBE, an Olympic diving champion and three-time medalist; and Bethany Shriever MBE, an Olympic BMX racing champion. Managed by agency M&C Saatchi Sport & Entertainment, the 30-second Old El Paso advertisement is now live on social and digital platforms. Each athlete is shown in action, and the campaign emphasizes the idea that eating together is the ultimate form of teamwork.

Kanguro Insurance, has announced its expansion into renters insurance, starting with the Texas market. The company is actively seeking partnerships with insurance agencies and property managers while offering a streamlined tech-forward product directly to consumers, particularly within Texas’s Latino community. Kanguro Insurance, known for its innovative pet health insurance plans, has announced its expansion into renters insurance Features of Kanguro Insurance Renters Insurance: AI-powered policy creation: personalized coverage recommendations in minutes, Affordable premiums: prices designed to fit customers’ budgets, Simplified claims process: Get support when you need it most, Fully Bilingual (English/Spanish): Designed to make the Latino community feel at home and Benefits for Potential Partners