- Coca Cola Co.
The Coca-Cola Co. has launched a multi-media marketing campaign aimed at the nation’s 45 million Hispanics. The campaign was developed with Ogilvy & Mather, the Hispanic marketing and advertising agency of record for Coca-Cola North America.
The tagline “Destapa Tus Sueños,” or “Unleash Your Dreams,” is the Hispanic adaptation of the Atlanta-based beverage giant’s “Open Happiness” global integrated marketing campaign that began in January. The fully integrated Hispanic adaptation includes new point of sale, enhanced shopper experiences, consumer promotions, television, radio, print and out of home advertising, mobile, digital and music components. The new ad will run on Spanish language networks including Univision, Telemundo and TeleFutura.
Beginning in May, Coca-Cola will start national marketing, advertising and public relations campaign featuring the Mexican National Team in the United States.
- Foster Farms
In "Dancing," the first of two spots created by advertising agency Grupo Gallegos, the pair of seemingly plump imposters are revealed to be scrawny chickens full of saltwater and are foiled in their attempts to become natural, fresh, locally grown Foster Farms chickens. In "UFO," set to premiere in a few weeks, viewers will see the pair abducted and later rejected by aliens when they discover that the Imposters contain 15 percent injected saltwater.
The award-winning Foster Imposters campaign was originally created in 1993 by Goodby, Silverstein & Partners with the Imposters appearing in more than 25 commercials in Spanish and English. In 2006, Grupo Gallegos adapted the original concept and developed a creative campaign specifically for the Latino market. The Imposters exist on a steady junk food diet and embody everything that Foster Farms does not: chicken that's natural, fresh, locally-grown and never injected with saltwater.
- Census Bureau
Amid fears that millions of people may be overlooked during next year's census, the Census Bureau will launch a $250 million promotional campaign to encourage participation in the decennial head count, especially among hard-to-reach minority groups in urban areas.
More than half those funds will go for advertising across traditional and social media, and nearly a quarter will be devoted exclusively to Asian, black and Hispanic outlets. Companies including General Mills and Target and civil rights groups including the NAACP will encourage their customers and members to fill out census forms next year. Global Hue buys Multicultural media for the Census Bureau.
- Fairfax County
Fairfax County FCU got a $99,900 innovation grant from NCUF to attract members from the Hispanic community to its fold. Fairfax, in turn, made a deal with several Spanish media outlets to leverage the grant into in-kind ad time. CBS Spanish affiliate El Zol Radio, Cox Cable en Espanol, and Entravision–including Telefutura, Univision, and WJAL–are contributing a combined $430,000 worth of in-kind media for the $223.1 million asset, Fairfax. Va.-based credit union to use throughout 2009. The in-kind media include radio and TV commercials, public service announcements, long-form interviews, news segments, banner placements and literature distribution at Hispanic community events.
"The launch of our media campaign has already resulted in 17% of our new members coming from Hispanic origins and 60% opening checking accounts," said Fairfax Chief Marketing Officer Matthew Kaudy. "I am forecasting the trend to continue upward as the frequency of our message continues to increase and we continue to expand our messages through additional channels."
- Drive Healthy
The Bureau of Automotive unveiled a Spanish-language version of its DriveHealthy.com Web site in an effort to better serve California's Spanish-speaking community. The new Spanish version mirrors the campaign's English Web site and offers information regarding the Bureau's Consumer Assistance Program, as well as a number of cost saving tips and resources to help save gas, help one's vehicle pass its Smog Check test and, in turn, help keep California's air clean.
- Blue Shield of California
Blue Shield of California launched Busca a un Proveedor Medico, the Spanish version of its existing English Find a Provider service. The service allows all visitors – even if they're not yet Blue Shield members – to view detailed information in Spanish about doctors and hospitals to help them make more informed decisions about which provider to select.
- Secretary On Demand
Secretary On Demand, a full-service bilingual company delivering culturally and linguistically translations and word processing solutions exclusively in English and Spanish languages, announced that it has officially launched both its new website and logo.
Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
