National Print Advertising Campaigns Targeting Hispanics.

 

Brand

Company

Agency

Period

Vehicle

Comment

CDC

Center for Disease Control

Media Rare

2005

Exploring custom publishing options

The CDC is trying to reach Hispanic parents with children of a certain age

Hanes

Hanes

Lapiz

Fall 2005 through May 2006

Hispanic entertainment and women's magazines

Aims to change perceptions about the brand by showing celebrities wearing new clothes and styles

Food brands

Unilever

Mosaica

Fourth quarter of 2005

National magazines and newspapers

Food products. Other print-heavy brands include Lipton Iced Tea, Dove and Axe.

Free Money Smart Financial Education Program

FDIC

NA

Summer 2005

Newspaper ads in 14 areas: Atlanta, Austin, Boston Chicago, Dallas, Denver, Kansas City, Los Angeles, McAllen, Miami, New York, Puerto Rico, San Antonio and Washington, D.C.

Financial education program. Includes print and radio ads.

Health Insurance Plan

General Electric Consumer Finance

Headquarters Advertising

May 2005

Direct mail (solo-mail) in Houston and Chicago markets last May.

Based on the campaigns results, GE may or may not increase its advertising activity

Many brands

Cendant

Wing Latino

2005

National Spanish-language magazines

Increasing Hispanic media allocation for many of its brands

Petco

Petco

American Communications Group

2006

Uses FSI's for general market and ROP for doggy day care stores and grooming services on a sporadic basis

Pet supplies retailer is evaluating whether to enter the Hispanic advertising market

Target

Target

Haworth Marketing and Media

Ongoing

Fashion and beauty editorial environments, in national magazines

Targeting Women, 18-49

Voy

(Entertainment entrollment product in coop. with tbd partner).

Voy Communications

Black Sheep (media buying Starcom and/or FCB)

Fourth quarter 2005 pilot

Radio, Outdoor, print and direct marketing. (Direct mail (solo mail) and Internet (e-blasts), main components).

Campaign will target bilingual and English-dominant Hispanics. Depending on the pilot's results, Voy will expand its campaign in 2006.

Zorro (movie)

Sony Entertainment

MCann Ericsson

Summer and Fall 2005

National magazines, Hispanic newspapers in 100 markets

Buys Hispanic media for movies which are popular among Hispanics as well as for movies with lead actors of Hispanic background.


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