Advertising Campaigns: Lactaid continues Large-scale Investment

In an effort to boost brand-awareness and sales of their product in the U.S. Hispanic market, Lactaid, a unit of McNeil Nutritionals, is continuing an ongoing campaign to reach out to the Hispanic market. It is a particularly good fit, as they assert that about half of all Hispanics experience some form of lactose-intolerance, compared with 15-20% of the Anglo market.

A prior campaign consisting of TV, radio, and magazine ads was successful in achieving a 49% increase in brand awareness and 22% increase in category awareness among Hispanics.

Lactaid, which has a Spanish-language website with distinct content from its English-language website, is reported to have allocated approximately 50% of its advertising budget on the Hispanic marked, according to an industry insider who wished to remain anonymous.

Lactaid's Hispanic agency of record is L.A. based La Agencia de Orci & Asociados.


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

Amazon, Wal-Mart Drawing the Largest Numbers of Online Hispanic Shoppers in US

We looked at the top 15 online retail sites visited by Hispanic shoppers in the US and how they scored in number of visitors in May 2018.


Dentsu Aegis Network Acquires Agency Global Mind

Dentsu Aegis Network Acquires Agency Global Mind

This is the third Latin American acquisition this year after the Japanese giant acquired M8 and White Label in April. Global Mind will triple the headcount of iProspect and strengthen Dentsu Aegis' pan-regional reach. 


4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

4 Truths and One Lie About Multicultural Marketing According to Mel Rodriguez & Co, Starcom, Walton Isaacson…

We talked to Melissa Rodriguez, Dana Bonkowski, Albert Thompson, and Teylez Perez about the future of brands in an increasingly multicultural world. Reports estimate that by 2065 Hispanics will account for one-quarter of U.S. population. Brands should be aware of this opportunity and find appropriate communication strategies.