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July 2013

Summer is an important time for Havas FORMULATIN as it is a key consumption period for several of our clients, and the team has been busily supporting their seasonal initiatives. From launching line extensions to executing consumer activations, Havas FORMULATIN has been connecting with media, bloggers and influencers to generate awareness and excitement. We hope you have the opportunity to sample our brands as you kick your summer plans into gear.

Herradura Launches Coleccion de la Casa with Media Event

In the cluttered spirits industry, innovation is one way for brands to stay ahead of the competition and top of mind among discerning consumers. Taking this to heart, Casa Herradura launched the first Coleccion de la Casa, Reserva 2012, Port Cask finish. Created by Master Distiller Maria Teresa Lara, this new offering takes Herradura Reposado tequila (aged 11 months) and ages it an additional two months in vintage port casks from Portugal’s Douro Valley. The result is a small batch of amber-colored tequila with the distinctive taste of oak and agave complemented by hints of rich port, plum and pepper. To support the launch of this limited expression, Havas FORMULATIN orchestrated a media event at New York’s Añejo restaurant attended by editors and contributors from Glamour, Saveur, Cheers, MSNBC, and Food Network, among others. The event included a Coleccion de la Casa sampling, barrel-making demonstration, education on the tequila production process, and food supplied from Añejo owner and Top Chef contestant Angelo Sosa. Following the launch, the team conducted targeted media outreach and distributed a product mailer, which resulted in placements in outlets such as The New York Times, Beverage Dynamics, Beverage World, and

CASA INDIO Opens its Doors to Los Angeles’ Indies

Indio beer celebrated its first anniversary by opening the doors to CASA INDIO, a multi-functional space where bands and DJs such as I Can Chase Dragons, Los Macuanos, Crash the Clubs, and Nick Diamonds played to a crowd of bicultural millennial adults. Artist Benjie Escobar contributed to the “Do Your Thing” scene by creating a mural, which will be featured at upcoming CASA INDIO events in Austin, Chicago and San Francisco. From May 24 to June 8, nearly 2,500 guests participated in screen printing and ‘zine-making workshops, as well as mezcal sampling. Additionally, more than $2,000 raised from door donations benefitted the National Museum of Mexican Art. Havas FORMULATIN supported the event with media outreach to generate awareness as well as secure attendance from leading indie bloggers and music outlets. Key placements include AP, EFE, Galeria Alternativa, Music Connection, and Los Angeles Magazine, among others, which generated more than 82 million impressions.

el Jimador Kicks Off Second Edition of Jimi Cup

As part of its commitment to bring soccer fans unique and unforgettable experiences, el Jimador tequila launched the second edition of Jimi Cup, which was held at Casa Herradura in Jalisco, Mexico, on July 9. To participate in the program, which gave 10 consumers the opportunity to play a friendly match against soccer legends from the U.S. and Mexico, contestants had to share a “Game to Remember” on el Jimador’s Facebook page. To lend the program credibility, Havas FORMULATIN secured three media judges—,, and—to evaluate and select the best entries based on originality, emotion, personality, and use of the el Jimador brand. Havas FORMULATIN conducted extensive outreach to promote the program among soccer and lifestyle media, securing placements in Hoy, TequilaTown, and Soccer America, among others. In support of Jimi Cup, the team secured seven outlets including Yahoo! Deportes, Crave Online, Thrillist, and Univision to cover the match, interview participating celebrity players, and experience Casa Herradura’s tequila production process.

Tecate Light Celebrates 12 Years as Grand Prix of Long Beach Sponsor

After 12 consecutive years sponsoring the Grand Prix of Long Beach, Tecate Light has become a staple of the three-day race. Through activities such as the Fiesta Friday concert, Miss Tecate Light Toyota Grand Prix of Long Beach competition, and enter-to-win contests, the brand has effectively connected with Hispanic adults in Southern California. FORMULATIN helped increase awareness of the event, and particularly Tecate Light’s involvement, through trade and media coverage in outlets such as MediaPost, El Clasificado, Hoy and Long Beach Business Journal, to name a few. Additionally, the team secured Azteca America news anchor Carolina Mateu to serve as a pageant judge, lending credibility and media exposure to the contest. Onsite, the team was responsible for executing a press conference with Fiesta Friday bands Moderatto and Moenia, which led to coverage on Azteca America, Estrella TV, EFE, and Excelsior. Additionally, Havas FORMULATIN orchestrated a media dinner at Taco Beach, where outlets such as Rumores and the local “Angel Show” had the opportunity to sample the brand’s latest line extension, Tecate Michelada. Coverage from the event generated 38 million impressions for the brand.

Havas FORMULATIN Hires Ricardo Llera as Director

Havas FORMULATIN is pleased to announce the hire of Ricardo Llera as director. Originally from Mexico City, Llera brings with him more than 13 years’ experience in marketing, advertising and PR. In his new role, he will leverage his strategic thinking and creativity to develop annual plans, lead major client initiatives, provide senior counsel, and assist with new business efforts. Prior to joining Havas FORMULATIN, Llera held various positions at V-Me Media in New York City, where his primary responsibilities included developing strategies for on-air promotions, content development, staff and vendor management, and large scale event planning. His experience in Mexico City included working with international advertising agencies like McCann Erickson and powerhouse network TV Azteca, where he served as creative and marketing director overseeing research, planning and production for clients including Coca-Cola, Bimbo, Nissan, and Unilever.


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