Honey Bunches of Oats Launches “ESTO ES TODO” Hispanic Campaign

What: Honey Bunches of Oats is launching the new Hispanic 360-degree marketing campaign “ESTO.ES.TODO.TM.”
Why it matters: The campaign’s fully integrated plan includes new television spots, a digital overlay, a sampling tour, retailer events, media partnerships - including social platform Snapchat - and cinema ads.

descarga (4)Honey Bunches of Oats is launching a new Hispanic 360-degree marketing campaign to encourage fans to rethink the classic cereal.

The new “ESTO.ES.TODO.TM” campaign interweaves memes from Hispanic social media memes and Hispanic pop culture references to illustrate and bring to life the inherent multiplicity of experiences found in a bowl due to the cereal’s numerous tastes and textures (flakes, bunches, honey!).

It is a big departure from the last employee-focused campaign and the cereal category as a whole, which tends to focus on family and emotional connections.

The commercials have hit airwaves, but elements of the campaign will continue to roll out over the next two months. The new commercial spots, one for the Hispanic audience and one for mainstream, both maintain the same style and tone, however, the Spanish-language spots use images centered on cultural nostalgia and family.

“ESTO. ES. TODO.TM” Hispanic commercial:

“THIS. IS. EVERYTHING.TM

 

The campaign’s fully integrated plan includes new television spots, a digital overlay, a sampling tour, retailer events, media partnerships - including social platform Snapchat (a first for Post!), and cinema ads.

 

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.

 


Editorial Staff

Portada Staff

MORE FROM PORTADA

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

ONLINE VIDEO ROUNDUP: Click-Through Rates Down, Programmatic Ad Spend and Revenues Up

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

BRAND MARKETING ROUNDUP: Google, Microsoft Most Authentic Brands, Consumers Make Purchasing Decisions in 10 Seconds

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Three Golden Rules for Soccer Influencer Marketing

Three Golden Rules for Soccer Influencer Marketing

Influencers have become a major force in sports and soccer marketing. Mexico's Chicharito is just one example. Leading executives from Nike, H K Strategies and Fluvip provide Portada insights on how to make the best use of the soccer influencer market.