“Mas Vale Tarde” launches with Coors, GM, T-Mobile, Target


Alex Cambert launched an hour-long Thursday night weekly show 11/29 on NBCU’s Telemundo, "Mas Vale Tarde" (Better late than never). The show is supplemented by daily web content. Cambert’s show is decidedly bilingual, targeting the fastest-growing Hispanic demo: young bilingual, bicultural consumers.
Coors Light has already signed up for a full year as a presenting sponsor, according to AdAge, which includes an onstage Coors bar on some shows, where guests will be interviewed, and sponsorship of man-on-the-street interviews. Other marketers involved include GM, which will sponsor a special stage called the Pontiac Garage for the show’s musical acts, and T-Mobile and Target.