New Campaign: Jell-O Goes Hispanic

The iconic American snack food Jell-O is trying to wiggle its way into the hearts of Latinos with a new ad campaign. The campaign includes both TV and Print components. The intended target is a Hispanic mom, primarily of Mexican origin, who prefers to speak, read and watch TV in Spanish and has lived in the U.S. for some years.

The Hispanic campaign, even though it reflects the general market "Wiggle" campaign, has its Hispanic flare and focuses on the attributes that are more important to the Hispanic consumer (fruit flavors). 

These ads are scheduled to run in People en Español, Ser Padres, Siempre Mujer, Cosmopolitan en Español, Vanidades, Healthy Kids en Español, Linda and in Kraft's publication Comida y Familia.

 

The campaign was launched in June and is scheduled to continue for 14 weeks.

Chicago-based Bravo Group produced the creative for both the television and print ads. “We don’t have any plans to extend into the digital space just yet, but we’re always looking for new ways to reach our customers,” said Lisa Gibbons, a spokesperson for Kraft, in an interview with Portada.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.