MillerCoors Unveils 2008 Hispanic Community Lideres Advertising Campaign

MillerCoors has unveiled its 2008 Líderes advertising campaign to recognize and honor the work of 13 Hispanic leaders across the country. The print advertisements will be placed in local and national Latino publications beginning in October and running throughout 2009.

“The 2008 Líderes featured in the print ads are a diverse group of respected community leaders and MillerCoors is proud to highlight their achievements. They truly serve as an inspiration and an example of what one person’s dedication can accomplish,” Joedis Avila, Multicultural Relations Manager for MillerCoors, said. “We are committed to facilitating the development of Latino leaders by providing leadership tools that benefit the Hispanic community.” Avila noted that the Líderes program celebrates and supports national and local leaders within the Hispanic community and facilitates and provides leadership tools (scholarships, training, sponsorships and economic development) that foster the development and advancement of all communities, in particular the U.S. Latino community.

The individuals chosen for the 2008 Líderes program were selected for their leadership and desire to make a difference in their communities. These individuals, ranging from national figures to individuals who are driving forces in their local community, were nominated by MillerCoors’ Hispanic partner organizations. The 2008 Líderes are the following:

* Jessica Aerni, The Latina Chamber, Denver, Colo.
* Esther Aguilera, Congressional Hispanic Caucus Institute, Washington, D.C.
* Dino T. Barajas, Los Angeles Regional Food Bank, Los Angeles, Calif.
* Lupe Barrera, National Latino Peace Officers Association, Los Angeles, Calif.
* Juana Bordas, Mestiza Leadership Institute, Denver, Colo.
* Victor Capellan, Dominican American National Round Table, Brooklyn, N.Y.
* Roberto and Betty Cordova, League of United Latin American Citizens, Greeley, Colo.
* Guarione Diaz, Cuban American National Council, Miami, Fla.
* Antonio R. Flores, Ph.D., Hispanic Association of Colleges and Universities, San Antonio, Texas
* Octavio A. Hinojosa Mier, Congressional Hispanic Leadership Institute, Washington, D.C.
* Madelyn Lugo, National Puertorican Day Parade, New York, N.Y.
* Melissa Quesada, National Puertorican Day Parade, New York, N.Y.
* Florencia Velasco Fortner, Dallas Concilio, Dallas, Texas

Antonio R. Flores, Ph.D., President and Chief Executive Officer of the Hispanic Association of Colleges and Universities (HACU), has championed the advancement of higher education throughout his career. “We must strive to make higher education available to everyone so that members of every community may reap the benefits and opportunities that learning brings,” said Flores. As CEO of HACU, Flores works to break the education disparities within the Latino community and leads an organization that champions success in higher education for thousands of young Hispanics.

Roberto and Betty Cordova are proud to be a part of the group of chosen leaders. As “Team Cordova,” this duo of educators has made a commitment to helping their community, actively participating in organizations, such as the local and state chapters of the League of United Latin American Citizens (LULAC). “Furthering education is vital to fostering leadership in any community. By uniting all our efforts, we can truly make a difference in people’s lives,” said Roberto Cordova. Betty Cordova said, “By developing innovative youth initiatives we can ultimately help and support our fellow Latino and Latina community members.”

The 2008 Líderes ads will feature 14 Hispanic leaders and will run in national and local publications through December when the Líder of the Year will be disclosed. From the leaders highlighted in the ads, one will be selected as the Líder of the Year through an online vote at www.CoorsLideres.com from November 1–11, 2008. The winner will receive a $25,000 grant for a community leadership project with MillerCoors and its sponsoring non-profit organization. “

• La ‘éne•bé•a’ (NBA) campaign targeting Latinos is making big ‘esplashes’
• On Monday November 16, The Clorox Company will launch a new TV campaign for the Hispanic market created by Alma DDB in which Pine-Sol will put four traditional cleaning fragrances to really work, so that they do much more than just aromatize.
• Stanley Works Launches Its Hispanic Marketing Campaign to Help Grow Skills and Build Knowledge Among Hispanics in the Trades
• Build A Word-Of-Mouth Campaign
• The Department of Homeland Security (DHS), U.S. Citizenship and Immigration Services (USCIS) has selected interactive agency Sensis to launch a targeted advertising campaign to increase participation in the E-Verify program
• The Boy Scouts are making their debut “en espanol,” with an advertising campaign and a soon-to-come Spanish-language Scout Handbook intended to draw Latinos to the ranks of the nearly century-old organization.
• American Pet Products Association (APPA) Launches Pets Add Life PSA Campaign in Spanish
• Kingsford® Launches Hispanic Campaign Targeting Soccer Fans on ESPN Deportes
• Novamex, Sigma Foods Join Abasto(TM) Magazine Advertisers
• Advertisers aiming dollars at Hispanics Companies target Spanish media, community events
• Espn Deportes Launches Its First Sportscenter Ad Campaign
• Boost Mobile is running a new integrated marketing campaign that reaches out to a Hispanic audience. The new campaign is an extension of the “Sin abusos” campaign, which launched back in February.
• Fifth Third Bank has launched a marketing campaign tailored to the growing Hispanic population in certain markets. – The campaign is entitled “Las cosas que hacemos por los suenos,” or “The Things We Do for Dreams,” and is expected to run throughout the year in Chicago, Orlando, Tampa, Ft. Myers, Naples, Grand Rapids, and Indianapolis.
• Farmers Insurance Emphasizes ‘Right Fit’ Coverages for Consumers in New Ad Campaign Featuring Renown Actor/Director Edward James Olmos
• BBVA Compass Launches Campaign with strong Hispanic Component
• American Airlines Targets U.S. Hispanic Consumers With Launch of National Advertising Campaign – (commercial included)
• DIRECTV Más Officially Launches ‘Somos’ Campaign
• Modelo, the Mexico-based brewer, is to debut the first of a two-part advertising campaign planned for its Especial beer brand.
• Tecate Light launched its second dual-language advertising campaign under the tagline “Para los que quieren más” (”For those who want more”).
• Farmers Insurance is launching a new campaign of specially produced informational spots over V-me, the two-year-old, public TV-backed Spanish-language TV network. Called “Preguntale a Farmers” (”Ask Farmers”)