U.S. Army, SharkNinja, GM & More Sales Leads

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by Lindsey Francy Mar 13, 2023 News
U.S. Army, SharkNinja, GM & More Sales Leads

Right now, the U.S. consumer is being targeted by a number of brands. Take a look at our previous sales leads columns.

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For the first time since 2001, the U.S. Army has introduced a new brand that redefines what it means to “Be All You Can Be” for a new generation. Secretary of the Army Christine Wormuth, Army Chief of Staff Gen. James McConville, and Sgt. Maj. of the Army Michael Grinston made the announcement during a much-anticipated launch event at the National Press Club. The brand and its accompanying campaign spotlight the countless opportunities the Army provides youth to explore their passions, build community and become the best versions of themselves. The brand transformation was a multiyear, research-based process designed to reflect today’s Army accurately and authentically while addressing the needs of a new generation. The brand’s new look and feel consists of a re-engineered five-point star logo (the box has been removed to reflect the limitless possibilities in the Army) coupled with the return of the popular “Be All You Can Be” tagline. The logo and tagline are part of a full-brand ecosystem that helps tell the Army story visually and verbally, including a new custom font, an expanded color palette, new iconography, photography, motion graphics, and more. At the center of the brand rollout are two films narrated by Emmy- and Critics’ Choice Award-nominated actor Jonathan Majors. These films and the multifaceted, multichannel campaign bringing them to audiences nationwide will be coupled with a mix of bold, immersive promotional assets across television, print, digital billboards, streaming video, social and community platforms, and audio channels. The paid media campaign tips off at the highly anticipated 2023 NCAA March Madness tournament with on-site activations, broadcast showcases, and digital campaign extensions. Starting in May, a first-of-its-kind co-branded partnership with NBCUniversal will leverage high-impact programming moments across the entire NBCU ecosystem from hit shows across NBC and Peacock to critically acclaimed reality programs to popular film franchises to on-the-ground integrations at Universal Parks and Universal Studios and more. Additional partnerships will follow with Complex and IGN. A second phase of the campaign will be unveiled later this year. 

American designer, marketer, and distributor of home devices and appliances SharkNinja has appointed Carat U.S. to handle its media business, following a competitive review, Adweek reports. Carat will manage all media planning and buying for the brand in North America. The business leaves IPG Mediabrands agency UM, which won the account in 2018. At that time, the business was worth an estimated US$59 million.

Portada LiveAt this exclusive event on April 13, 2023, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing, and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision-makers, please contact Sales Coordinator Michelle Lopez at michelle@.portada-online.com.

The Kroger Co. announced a more than US$770 million incremental investment in its associates during 2023. The company will use this investment to raise average hourly rates, improve healthcare options, build new training and development opportunities, and more. The announcement builds on the US$1.9 billion incremental investments in wages and comprehensive benefits Kroger has made since 2018, which has raised the company’s average hourly rate to US$18 or US$23.50 per hour with comprehensive benefits. Kroger’s investments have also included:A world-class educational benefit program, affordable and accessible healthcare options, first-of-its-kind free financial coaching services available to all hourly associates and a simple and intuitive onboarding experience to ensure every associate is confident in their role and ready to support their customers.

The Disney 100 partnership was announced during the Oscars. During the 95th Academy Awards, there was a 60-second advertisement called " The Magic". There can be magic in every journey, as shown in the ad that transitions between Disney movie scenes and human-focusedHyundai vehicle moments. The song is called "When You Wish Upon A Star". Over the course of the last 100 years of Disney films, there are a lot of journey focused moments. The clips are interwoven with personal magical moments at various points of the customer journey in order to create a seamless flow between the two brands. It's possible for viewers to connect with some of their favorite Disney scenes and characters throughout film history, but also see that there is magic in their own journeys. After the Oscars, there will be more Magic Moment ads featuring the new Tucson for the rest of the year. Disney characters and music will be featured in the content, as well as key features of Tucson such as Collision Avoidance, Blue Link, and Digital Key. All new content, merchandising, and more are included in this ad campaign which is part of an integrated program. The advertisement was a collaborative effort by the two companies. The overall Disney 100 +Hyundai partnership will include this spot as well.

  • All-new content and advertising
  • Merchandising
  • Social extensions
  • Experiential activations – pop-up events, dealership experiences, theme park integrations