GBG Agency Capabilities

EXPERIENCE – KNOWLEDGE - PASSION… Helping your Brand Connect and Grow with the New Latino Consumer!

Confidential and Proprietary - Not for Public Distribution - Do Not Copy

Agency Creden+als Presenta+on

HISPANIC Focus – Why Is It Important?

Source: US Census Bureau; “Hispanic Food and Beverages in the U.S.: Market and Consumer Trends in Latino Cuisine, 4th Edition,” Packaged Facts

US Population (units in millions)

Hispanic Not Hispanic

16% 18% 19%

30% •  By 2020, 1 out of 5 people in the US will be Hispanic

•  Hispanic buying power have surpassed $1.3 trillion in 2013, a 31% growth rate from 2008

•  Hispanic shoppers spend significantly more on food consumed at home due to importance of family mealtime and larger family units

Our MULTICULTURAL Marketing Experience

•  Branding: 18 years of innovative brand development and Positioning - Aligning brands

to deliver value and resonate among the new Latino consumers. •  Marketing communication strategy: Using culturally relevant marketing strategies to

connect with and engage the NEW Latino Consumer. •  Consumer Insights: Educating with ideas and insights about Hispanic marketing and

the New Latino culture. •  Social media strategies: Using social media platforms to optimize opportunities with

Hispanics online. •  BTL: Strategic Below the Line initiatives with successful ROI results. •  ATL: Extensive brand marketing experience. •  Latino celebrities: Exclusive alliances with top level Latino artists and athletics •  Promotional merchandise: •  Our Team: Composed of members with worldly cultural experience from the US,

Mexico, Central / South America, The Caribbean, France, and across the pond to China.


•  Gutierrez Brand Group, LLC is Hispanic Advertising agency with extensive brand marketing services, both Above The Line & Below The Line Multicultural Advertising.

•  Experts in strategic Below-the-Line initiatives with successful ROI results.

•  Based in San Diego, CA with offices in Chicago, San Jose, Miami and Buenos Aires, Argentina (partners in Los Angeles, Dallas, New York) with 21 full-time staffers and 8 part-time.

•  100% Hispanic owned with over 18 years of worldwide branding experience.

Agency OVERVIEW


Guillermo Gutiérrez – President and CEO As former Director of Hispanic marketing for Crown Imports, Guillermo is a brand strategist expert with 17 years of corporate marketing experience with Crown Imports and Anheuser-Busch, Inc. Directed one of the companies most acclaimed marketing group with elite brands such as Corona, Corona Light, Modelo Especial, Negra Modelo and Pacifico. As President/CEO of GBG he oversees agency operations, strategic direction, marketing strategies and clients relations. Guillermo is a graduate of the University of California, Stanislaus with a Business degree and an MBA from the University of Phoenix. Timm Amundson - Chief Strategy Officer As former Vice President of Marketing for Crown Imports, Timm brings more than 20-years of brand building experience and has developed marketing campaigns that have driven significant growth for major CPG brands. Amundson helped develop comprehensive marketing strategy and programming to help launch Corona Beer’s iconic beach image and drive double-digit growth for many years across all consumer markets. He has also developed breakthrough advertising creative, sponsorships and retail programming to foster the explosive growth of Modelo Especial beer, Corona Light, Negra Modelo and Pacifico in the U.S. market among Hispanic and General Market consumers. Stella Gimenez – EVP General Creative Director Stella Gimenez Norfleet is a 25 plus year international creative professional with top worldwide agency experience that includes: Creative Director for J. Walter Thompson, Ogilvy & Mather, BBDO and Total Brand Inc. She has a degree in Philosophy and studied Behavioral Psychology at the University of Argentina. Stella is an accomplished writer and created and conducted the “Creative Process Seminar” in Latin America and Spain and recently published a self-help book called “Re Cree Su Vida”. She was awarded the Mobius Award for an Exxon Commercial “Deflated car” in Chicago and Print Grand Prix for 7Up in Argentina. She has developed advertising campaigns for worldwide brands such as: Exxon, Cadbury, Smirnoff Ice, 7Up, Pepsi, Quilmes, Corona Extra, Corona Light, Modelo Especial, Pacifico, Negra Modelo, Pilsen, Toña, Cinecanal, Ford, Volkswagen, Unilever, and Televisa throughout the US, Latin America, and Spain.

Senior LEADERSHIP


Our Team…The Right Team for Beer

Confidential and Proprietary - Not for Public Distribution

Executive Team Experience

Creative Team Experience

Beer/Alcohol


Latin America

CLIENT Roster

USA

Our Marketing SERVICES


Over 18 Years of Multicultural Hispanic BRANDING

Brand Strategic Planning and Positioning

Digital Marketing

Brand Advertising

Latin Music & Sports Marketing

Shopper Insights

Experiential Marketing

Trade Marketing

Promotional Merchandise

TEAM BRAND

SERVICES


Industry EXPERIENCE

Beer

Spirits

Music Entertainment

Sports Marketing

Consumer Package Goods

Soft Drinks

Mobile Wireless

Retail Groceries

Automotive



Our WORK USA and Latin America

Corona / Corona Light Soccer Retail Campaigns USA Hispanic


Corona / Corona Light -‐ Fiestas Patrias Retail Campaigns USA Hispanic


Modelo Especial Fiestas Patrias Retail Campaign USA Hispanic


Crea+ve Campaign CUBA


Toña Crea+ve Campaign USA


Taquiña Crea+ve Campaign BOLIVIA


Baviera Crea+ve Campaign PARAGUAY


Quilmes Crea+ve Campaign ARGENTINA


Gallo Crea+ve Campaign GUATEMALA


Pura Crea+ve Campaign NICARAGUA


Out of Home USA and Nicaragua


Creative Outdoor USA Hispanic


Creative Outdoor NICARAGUA


Calendars, Posters, Stand-ups

USA & MEXICO


16 Pages Brand Calendars


Poster / Calendars


LATIN Artists Stand-ups


Packaging DESIGN


Packaging Design NICARAGUA


EXPERIENTIAL Marketing


Latin Music Experience:

Over 1,500 Latin POP/Rock and Mexican Regional Music….Concerts sponsored and

executed

EVENT Marketing


Regional Mexican •  Alejandro Fernandez Tour •  Vicente Fernandez Tour •  Marco A. Solis and Pepe

Aguilar Tour •  Espinoza Paz Tour •  Banda El Recodo Tour •  Tigres del Norte Tour •  Banda Cuisillos Tour •  Joan Sebastian Tour •  Ana Gabriel Tour •  Jenni Rivera Tour •  Many more…

Pop/Rock •  Mana Tour •  Luis Miguel Tour •  Chayanne Tour •  Alejandro Saenz Tour •  La Quinta Estacion Tour •  Belanova Tour •  Syntek, Moenia and

Reik Tour •  Enanitos Verdes Tour •  Julieta Venegas Tour •  El Tri Tour •  Many more….

Elite LATIN Music US Tour Experience


Artist Sponsorships POS


§  Activation at Presidente food stores - Miami

§  Ad feature and displays at 10 stores

§  +97% for the month of April

§  3,114 incremental cases sold

Autographed Guitar RETAIL Program

§  Activation in 65 Food City Stores in AZ (From

Phx to Nogales) §  Obtained 50 Case displays at all Food Cities for

all 5 Modelo Brands w/ a month long tag over 3200+ cases

§  70+ radio spots advertising guitar giveaway/ 20 live mentions per week



Brand DISPLAY Focus

Marketing Strategy for Instant INCREMENTAL SALES

Sunny D’s Music Series Case Study with Sales Results


Sunny D Brand OBJECTIVES Client/Brand needs: Increase efforts within the US Hispanic Market for

Sunny Delight, utilizing one of two Hispanic touchpoints: Music or Sports. Program should help drive awareness, be consumer focused, and drive sales.

Program Details: Partnered Enanitos Verdes (a Hispanic Rock Band)

with the brand. Developed a Text to Win Program focused on a consumer VIP event experience (Giving something back to the person that makes the buying decisions for the kids). Program gave retailer opportunity to be part of the sponsorship and be involved with the event.


Sunny Delight & Food City POS DEVELOPMENT

Poster Pole Signs

Banner


Food City weekly ads Display activity at all 54 Food City’s

Sunny Delight & Food City AD BRAND EXPOSURE

Display and Weekly Ad Activity


Sunny D & Food City -Tigres del Norte & Recodo On-stage branding / High traffic areas


Sunny Delight On-site PROMOTIONS


Sunny Delight & Food City – MEET & GREET

Grand Prize Winners


Sunny Delight at Food City - RESULTS •  55 Southern Arizona Stores Participating in exchange for one Los

Tigres del Norte Sponsorship •  Purchased 11,000 cases of product maintaining them on the floor for

3 months. •  3 month 50 case displays at all stores plus new 16 oz distribution, 2

week feature in weeklies. •  Text to Win program giving consumer a chance to win autographed

guitar or concert tickets – over 850 entries within 4 week period •  On-site data capture •  6 New SKU #’s in distribution

$148,000 in Incremental Sunny D Sales


Sunny D / Food 4 Less Sales RESULTS

So. Ca – 96 stores


Poster

Pole Signs

Banner

Sunny D / Food 4 Less – POS DEVELOPMENT


San Diego


Sunny Delight On-stage - BRANDING

Sunny Delight On-stage / High Traffic areas - BRANDING


Sunny Delight & Food 4 Less – MEET & GREET

Grand Prize Winners


•  96 Southern California Stores Participating in exchange for one Enanitos Verdes Sponsorship

•  Purchased 48 truckloads of Sunny D product •  1 month feature in store, 50 case minimum displays at all stores plus

new 16 oz distribution

$550,000 in Incremental Sunny D Sales

Sunny Delight at Food 4 Less - RESULTS


Sunny D / La Michoacana - Enanitos Verdes - Display Activity



Sunny D / La Michoacana - Enanitos Verdes – Sales Results

JARRITOS BRANDS Soccer All-star – CLAUDIO SUAREZ

National Retail Program



Program: “Meet your World Cup Star Soccer Player” Jarritos gives you the opportunity to meet your favorite soccer player at your favorite retail account.

Soccer Player: Claudio Suarez,

Target markets: Top 25 markets Independent Chains: Top 50 Independent chains

Description: •  Retail appearances at key retail accounts •  Creative development for World Cup theme POS. •  Elements include: Player’s Stand-up, Poster, Banners, Shelf

Card, Case Card, floor decals and promotional merchandise.

•  Custom autographed and framed official Mexican soccer Jerseys

•  Soccer promotional merchandise available (soccer balls, soccer, jerseys, key chains, etc…)

Timing: Spring and Summer 2014

JARRITOS BRANDS Soccer All-star – CLAUDIO SUAREZ

National Retail Program


CLAUDIO SUAREZ Retail Appearances Program

Los Angeles and Dallas


Soccer All-stars – Retail Appearances


Superliga ��Retail Activation with Santos

Retail Activation

•  Los Angeles, Boston and Kansas City

•  Custom templates and 8 x 10 photos

•  100 autographed Santos Jerseys for retail program with Independent chains

•  Retail Appearances, PR effort, Retailer appreciation Soccer practice

•  Soccer Practice Meet and Greet

•  Autograph session in all markets at key accounts

•  Display activation Pre and Post soccer events

•  Van hits during semifinals at key accounts

Los Angeles - Retail Activation

•  Custom templates

•  Custom 8” x 10” pictures

•  60 autographed Santos Jerseys

•  2 Retail Appearances, PR effort, Retailer appreciation day

Los Angeles - Retail Activation

Los Angeles - Retail Activation Los Angeles - Retail Displays

Los Angeles – Retailer/Consumer program

Meet and Greets

Public Relations

•  Contacted Non-Profit in Texas area to film Soccer practice

•  Donated 5 Jerseys for non-profit silent auctions

•  Obtained coverage on Television for all of Texas and broadcast in all of Mexico on Televisa

We look forward to partnering up with you, on your

Multicultural Hispanic Marketing needs!

MUCHAS GRACIAS…


GBG Agency Capabilities

Marketing

Transcript of GBG Agency Capabilities