Plastilina ads new clients.

Plastilina, the new agency founded by Bryan García and Ricardo Aranda based in Santa Fe Springs, CA, has acquired its first two clients: Mohawk Industries, Inc. and Southern Wine & Spirits of America, Inc.

In the case of Mohawk, Plastilina was chosen to help the company in its efforts to establish market dominance with partially to more acculturated Latino adults, including “next generation” Latinos. The former target is of particular importance due to its increasing role in homeownership and the crucial role it will play in fueling growth in the flooring industry.

“Mohawk and Plastilna are working together on the first phase of the program that subsequently is expected to lead to a national integrated marketing effort designed to position the brand as the leading option in flooring for Latino consumers, comments Bryan García, president of the agency.

Ricardo “Pekas” Aranda, Chief Creative Officer of the company, adds: “We are starting from scratch to extract key “insights” that will help our brand communications be relevant and compelling to key consumer segments in the Latino marketplace.”

A second client that has elected to begin a relationship with the agency is Southern Wine & Spirits of America, Inc., the largest wine and spirits distributor in the United States that represents more than 1,500 suppliers from around the world, offering some 5,000 brands of wines, spirits and beer.

“This program is highly interesting and creatively very rich because it is an educational initiative created and sponsored by 100 Años˙ Tequila, which is produced by Sauza Tequila, a brand owned by Beam Global Spirits & Wine, Inc., that will offer scholarships to deserving young Latino adults in Southern California, one of the brand‚s most important markets. The 100 Años˙ brand will give away $50,000 dollars in scholarships to outstanding students looking to achieve success and who have a proven record of community or public service,” Garcia and Pekas enthusiastically point out.