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March 2013

Over the past few months, Havas FORMULATIN has been fortunate to land some new clients, execute successful programs, and experience exciting growth among our team. All of this has set the stage for a great first quarter in 2013, as the Hispanic market continues to gain momentum and attention from Fortune 500 brands. We thank you for sharing these successes with us and look forward to what the rest of the year has in store.

TurboTax® Taps Havas FORMULATIN for Tax Season Support

TurboTax®, the nation’s No. 1-rated, best-selling tax software from Intuit Inc., selected Havas FORMULATIN to support the brand in its first campaign targeting U.S. Hispanics. The program aims to educate consumers on the importance of taking control of their finances and empower them to file their own taxes as a first step in keeping more of their hard-earned money. As a means to communicate this message to media and bloggers in a credible way, Havas FORMULATIN secured Latino finance expert Mike Periu to serve as a brand ambassador and spokesperson. Havas FORMULATIN’s tax season program also includes partnerships with key Hispanic bloggers to develop Spanish-language content for TurboTax’s blog; support of the brand’s social media platform; media relations; and byline article development.

Havas FORMULATIN Hosts Blogger Event for Nestlé’s El Mejor Nido

Havas FORMULATIN was recently tasked with orchestrating a blogger event for Nestlé’s El Mejor Nido, the company’s online platform. Nine Latino food bloggers in Los Angeles were invited to the event at which Chris Garboski and Natalie Samarge from Nestlé’s Kitchens taught participants how to make tamales and empanadas using key Nestlé ingredients. Blogger Ericka Sanchez of “Nibbles & Feasts” also shared hosting duties, while shedding light on the tradition of tamaladas in Hispanic culture, and added a twist to the traditional cookie exchange by encouraging attendees to exchange empanadas made on site. Ericka also led a live Twitter chat, which helped generate more than 550 tweets during the one-day event. In an effort to seed additional exposure for Nestlé’s tamale and empanada recipe, Havas FORMULATIN conducted extensive outreach to online media, garnering exposure in outlets such as Terra.com, Telemundo iVillage, Huffington Post Voces, and Latino LA, among others. The program resulted in more than 95 posts and mentions leading up to a key consumption period for Nestlé brands.

Havas FORMULATIN Raises Awareness of New Packaging for Herradura’s Seleccion Suprema

As the first extra añejo tequila in the industry, Herradura’s Seleccion Suprema embodies leadership, exceptional quality and authenticity. To ensure its packaging reflected these qualities, Casa Herradura recently launched a new look and feel for its sophisticated expression that included a beautiful earth-tone box bearing the brand’s iconic horseshoe. Inside, bi-fold panels shared the story of this exceptionally smooth tequila, educating consumers on Herradura’s traditional production process. Havas FORMULATIN supported the release of the new packaging with aggressive trade and consumer media outreach and product seeding to garner awareness and improve distribution among off-premise accounts. The team was extremely successful at creating buzz for the brand, securing coverage in such influential outlets as Modern Distillery Age, Tasting Panel, Packaging Digest, Packaging World, BlackBook Magazine, Fine Cooking and Details.com.

Tecate Scores a Knockout for its Pacquiao vs. Marquez IV Promotion

As part of its boxing platform, Tecate was front and center at the Pacquiao vs. Marquez IV fight held Dec. 9 at the MGM Hotel in Las Vegas. FORMULATIN generated anticipation and excitement for the event by promoting Tecate’s $50 mail-in rebate offer for the Pay-Per-View fight among consumer press, as well as various contests held at retail for a chance to win tickets and access to fight-week events. Trade press also generated awareness about Tecate’s media support for the fight, which included exposure via taxi tops and out-of-home billboards. The week of the big event, Tecate had a presence at the pre-fight press conference and weigh-in, and hosted a pre-party with boxing legends Mike Tyson, Sugar Ray Leonard, Sergio Martinez and Brandon Rios. To keep fans at home engaged and immersed in the action, Havas FORMULATIN provided updates and behind-the-scenes content on Tecate’s Facebook page, which resulted in nearly 1,000 new likes and more than 5,900 page views. Tecate’s boxing footprint was captured by media such as ESPN, Fox Deportes, Boxeo Mundial, and New York Post, generating more than 20 million impressions.

Natalia Herrera Promoted to Account Executive

Havas FORMULATIN is excited to announce Natalia Herrera’s promotion to account executive. Since joining the team in September 2011, Natalia has been instrumental in securing top-tier placements in outlets such as Univision, La Opinion, CNN en Español, and The New York Times, among others. Additionally, Natalia has leveraged her background and extensive experience in social media to support clients such as Indio beer, NAPA AUTO PARTS, and Tecate with ideation and implementation. A native of Colombia, Natalia supports Havas FORMULATIN’s clients with bilingual materials and culturally relevant ideas. In her new position, she will play a greater role in client communication, event attendance and staff management.

Citlalic Peralta Elevated to Account Executive

Citlalic Peralta’s media relations skills, creative thinking, and attention to detail have earned her the title of account executive in HAvas FORMULATIN. Shortly after joining the agency in January 2012, Citlalic established strong relationships with press such as Univision.com, Telemundo, Notimex, Tasting Panel, and Beverage Dynamics, and has leveraged these contacts to garner great placements for clients including Tequila Herradura, Nestlé® Abuelita™ and NESCAFE® Café de Olla, Bohemia, and Tecate. Additionally, Citlalic has supported client events such as the Siempre Mujer Music Festival, Grand Prix of Long Beach, and Nestlé’s El Mejor Nido blogger immersion with on-site media relations and problem-solving. As an account executive, Citlalic will continue to be heavily involved in top-tier media outreach and client communication, as well as planning and executing key events.

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