Salud! newsletter

December 2013

As we wrap up 2013, we would like to take this opportunity to thank our clients for allowing us to work on innovative programs that positively impact their business. It has been a pleasure serving them; made even more rewarding by earning our third nomination for Multicultural Campaign of the Year in the PRWeek Awards. We are excited for what’s to come in 2014 and look forward to sharing a prosperous new year with all of you!

Nestlé Livens Up ‘Day of the Dead’ Celebration

For the second consecutive year, Nestlé took part in Dia de los Muertos (Day of the Dead) festivities through a multifaceted program featuring Nestlé Abuelita and NESCAFÉ Café de Olla. Havas FORMULATIN kicked off the campaign on Oct. 2 with an immersion event held at Nestlé’s Glendale headquarters, which was attended by 14 media and bloggers. Participants had the opportunity to make custom picture frames for their altars and learn how to make pan de muertos from Natalie Samarge of Nestlé’s Kitchen. Guests gained insight into the popular Hispanic holiday from a cultural expert while enjoying delicious food and beverages. Media coverage from the immersion—paired with press mailers and product drop-offs—helped build awareness of Nestlé Abuelita and NESCAFÉ Café de Olla leading up to the nation’s largest Day of the Dead celebration at Hollywood Forever Cemetery. Returning as a lead sponsor of the event, the brands hosted a costume contest and fashion show—in which more than 100 consumers competed for a chance to win $500—while thousands of participants sampled Nestlé Abuelita and NESCAFÉ Café de Olla. Overall, the program generated more than 730 placements equating to nearly 250 million impressions, and the mayor’s office proclaimed Nestlé’s altar “The Largest Altar in Los Angeles.”

Artists Transform Herradura Barrels into Art Masterpieces

Since 1870, Tequila Herradura has been crafting what many consider the finest tequila in the world. In an effort to build upon its artisanship and quality attributes, Havas FORMULATIN helped launch Herradura’s Barrel Art Collection program. This contest commissioned 80 artists across eight markets to transform a real Herradura tequila barrel into a work of art. The submissions were unveiled and displayed during exclusive events hosted by Herradura’s media partners and attended by local influencers, press and artists. The judges—comprised of media, brand ambassadors and art connoisseurs—evaluated each piece based on originality, creativity, overall quality, and the inclusion of elements and values that represent Tequila Herradura. Each local winner received a $10,000 cash prize and advanced to the finals held on Dec. 4 in Miami, where Atlanta artists Micah and Whitney Stansell were awarded $100,000—one of the largest monetary prizes in the contemporary art world. The program garnered attention from trade and consumer outlets, such as Beverage Media, Beverage World, Atlanta Journal Constitution, and Austin Chronicle, to name a few. To demonstrate its commitment to the arts, Herradura donated $70,000 to Creative Capital, an organization dedicated to supporting innovative and adventurous artists nationwide.

Colectivo Indio Introduces Branded Projects in Los Angeles

 Indio, the Mexican dark lager that encourages bicultural adults to “Do Your Thing,” partnered with creative, design, art and music influencers in Los Angeles to form Colectivo Indio. The group's members—comprised of Amandititita, Gil Cerezo, Sofia Garza Barba, Edoardo Chavarin, Diana Garcia and Miguel Garcia—were selected based on their ability to inspire Indio’s target, Los Indies, and express themselves in a variety of mediums. As part of the agreement, the brand funded a personal project for each of these influencers: a music video for Amandititita’s “No Me Hallo” single; Diana Garcia mural displaying “Another Kind of Sunrise” installed in Venice, Calif.; DJ booth created by Kinky’s Gil Cerezo, which will serve as a canvas for 3D mapping light projections; and an original spot for Indio created by Director, Writer and Producer Sofia Garza Barba. FORMULATIN worked with these influencers to ensure their projects aligned with the brand and its positioning, and helped orchestrate a private event on Nov. 12 in Los Angeles, where each of these projects was unveiled. As follow up to the event, Havas FORMULATIN is sharing images and videos of these projects with key bloggers to amplify efforts.

Quippi Selects Havas FORMULATIN to Launch International Shopping Card

Quippi selected Havas FORMULATIN as its Hispanic PR agency to launch the first fee-free International Shopping Card enabling U.S.immigrants to take care of loved ones in Mexico. Consumers who purchase a Quippi card online at or at participating retailers in the U.S. will receive a PIN number that can be shared with a friend or family member in Mexico and redeemed at a partner store. Havas FORMULATIN’s program is aimed at generating awareness of the fast, secure and convenient product via extensive Hispanic media outreach within key markets. Additionally, the team will promote Quippi’s partnership with radio personality “Don Cheto” to build the brand’s credibility among media and consumers. Furthermore, Havas FORMULATIN will help raise the profile of Quippi Founder and CEO Michael Aleles through an expert positioning campaign to include business features and speaking opportunities at key industry events.

Alejandra Calva Elevated to Associate Director

Joining the agency seven years ago, Alejandra Calva continues to be a high riser with her most recent promotion to associate director. During the past year, Alejandra continued to provide superb client service, creativity and strategic approach to programs, as well as demonstrated an ability to manage event executions, media and blogger relations, and mentor junior staff. She has played an instrumental role in the success of key client programs, including Nestlé’s Vive Cultura platform, CASA Indio tour, and TurboTax’s first Hispanic campaign. In her new role, Alejandra will play a stronger strategic role on accounts and contribute to new business efforts, while continuing to serve as a day-to-day contact and oversee program planning and execution.

Melissa Carrion Promoted to Senior Account Supervisor

Melissa Carrion’s proven skills in program execution, account management, and media relations earned her recent promotion to senior account supervisor in Havas FORMULATIN. Since joining the team in 2011, Melissa has taken a lead role on accounts including el Jimador and Tequila Herradura, while also serving as a key contact for Tecate and Bohemia, lending passion, creativity, industry knowledge, and media relations savvy to each account. Additionally, Melissa has been an active participant in new business proposals and pitches, sharing her experience not only in PR, but as a bicultural Hispanic. In her new role, Melissa will continue to lead accounts and mentor junior staff while taking on greater responsibility with overseeing planning and execution of programs, ideation, and strategy.


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