It’s part of a wide-ranging partnership with Univision
By: Ethan Jakob Craft
The campaign debuts Monday with a TV spot for Oreo that has Yatra promoting the cookie as “the perfect companion” for the Premios Juventud, an annual youth-oriented award show presented by Univision that celebrates Hispanic stars in film, music and sports.
Univision’s Brand Labs media services, launched at this year’s TV upfronts, worked with Mondelez. The partnership will feature a host of marketing methods, including radio spots, social content and experiential activations. Brand Labs also works with companies on insights and strategies for reaching Hispanic consumers.
“What’s exciting about this is campaign is that it’s not just about the ad buy, it’s about the whole package,” says Rick Resnick, Univision’s senior VP of sales marketing strategy, noting that the collaboration with Mondelez has been over a year in the making.
Mondelez will also be present both on-site and in market as part of Uforia’s summer concert series, which will feature dozens of artists at 12 large-scale music events—including two featuring performances by Yatra—across U.S. cities including New York, Los Angeles, Miami and Houston.