A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- Toyota- Scion
This upfront season saw plenty of growth in the auto category, at least if you were selling inventory in the Hispanic market. That’s one of the reasons that Toyota brand Scion saw fit to make its first Spanish-language upfront buy this year. Starting in October, it’ll roll out across Univision’s various properties, including an integration in Gossip Girl Acapulco, Adweek reports. “It is not new for Scion to reach the Hispanic youth,” said Nancy Inouye, national marketing manager for Scion. “But in the past we’ve been targeting the acculturated youth.” Inouye said that the outreach to bilingual Hispanics was a relatively new one for the company. Last year, it began advertising with Univision and this year decided, with agency Zenith Optimedia, to bring the network on board for Spanish-language creative with a comprehensive buy that includes sports, scripted shows and a Q2 buy that will incorporate bumpers branded to Univision’s movie programming.
- Safeway
Safeway is teaming up with Food Network host, top-selling cookbook author Marcela Valladolid to create the Marcela Valladolid brand. The new Safeway-exclusive brand offers an assortment of quality and flavorful food products that make it easy for shoppers to bring home a real taste of Mexico.”Growing up in Mexico, I know what real Mexican food is — and isn’t,” Valladolid said. “Hispanic shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience,” said Joe Ennen, senior vice president of consumer brands for Safeway. “Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere.” Marcela Valladolid products, made exclusively for Safeway, will be on shelves in more than 1,400 Safeway stores nationwide beginning this month.
- Aflac
Columbus-based Aflac debuted its new Spanish-language television commercial called “Rehearsal” on Spanish television and radio stations in key Hispanic markets.The commercial is the third Spanish-language commercial in 2013, and is the final installment of the company’s “Out of Work Duck” campaign, the company said.
The campaign chronicles the Aflac Duck through an unexpected injury, recovery, and now his quest to get back to work as Aflac’s famous spokesduck, Aflac said in a statement.According to the company, “In this new ad, the Aflac Duck is rehearsing backstage to get the ‘word’ out, using a variety of popular Latin cliches to connect with the diverse Hispanic community, about the company that pays policyholders cash benefits so they can focus on recovery rather than worry about their finances . The ‘word,’ of course, is ‘Aflaaaac!'”
Aflac Executive Vice President and Chief Marketing Officer Michael Zuna said of the campaign, “As the diverse Hispanic market continues to grow, we want to remind all Spanish-speaking consumers about the peace of mind that Aflac policies can help provide.””Rehearsal,” which is targeting all Hispanic adults, will air on Spanish television and radio stations in New York, Miami, Los Angeles, Houston, Orlando, Puerto Rico, and San Francisco, the company said.
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- Macy’s
This fall in celebration of Hispanic Heritage Month, Macy’s honors Latino-Americans contributions to fashion, music and culture in partnership with Vanidades, a Spanish language women’s lifestyle magazine published by Televisa Publishing and Digital.With special events at select locations across the country, Macy’s is set to commemorate the cultural influence of the Latino community while also paying homage to two international stars and named this year’s Macy’s Icons of Style — singer, actress, author and fashion designer Thalia and Nickelodeon’s animated preschool heroine Dora the Explorer.Macy’s Hispanic Heritage events will take place at select stores across the country. Customers who join the celebration will have the opportunity to take a look Inside Thalia’s Closet and/or meet Dora the Explorer.The celebrations kick off Sept. 20 with a Dora the Explorer event at Macy’s West Covina in West Covina, Calif., at 5 p.m., and continue through Oct. 12.
- Carnival Cruise Lines
A 60-second TV spot will begin running next week on primetime TV shows such as CBS’ How I Met Your Mother and NBC’s Parks and Recreation, as well as on various cable networks, The New York Times reports. It will feature snippets from videos and photos submitted by former passengers, as well as from folks specifically hired to take cruises on Carnival and shoot photos. The campaign will also include digital and radio advertising.
Carnival hasn’t run any TV advertising and only limited digital ads since the February fire that stranded 4,200 passengers and crew in the Gulf of Mexico for five days. Jim Berra of Carnival said the campaign was “designed to accelerate recovery in advance of the wave season in the first quarter of 2014.”
- Burger King
Fox Sports YouTube and Fox Sports have agreed to jointly sell ads on the sports network’s YouTube channel, the companies said, signing up Burger King as the initial sponsor.As part of the program, which began earlier this month to coincide with the start of the NFL season, Burger King branding and ads appear on the fantasy football-themed section “Inside Fantasy.” The fast-food chain is running pre-roll ads against videos there along with banners promoting its Buffalo Chicken Strips. Its branding is also featured within the videos — on a news desk, for example, bearing the Burger King logo.
- Bud Light
Univision Deportes, Univision’s sports division, announced that it will produce “Primero y Diez Presentado por Bud Light” (“First and Ten Presented by Bud Light”), a weekly web series jam-packed with the latest and greatest in NFL news, reviews and play-by-play breakdowns, for the NFL’s official Spanish-language websiteNFL.com/Español. The show is available every Friday at 10a.m. ET thereafter, through the close of the NFL season.“Our first season-long, branded effort in partnership with the NFL and Bud Light, ‘Primero y Diez’ marks a turning point for Hispanic American football fans,” said Juan Carlos Rodriguez, president, Univision Deportes. “By providing up-to-the-minute news, analysis and highlights—specially curated for Hispanic viewers, and delivered by commentators from the Univision Deportes family—we are able to provide fans with a more relevant and complete overview of the NFL season.”
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