A weekly summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Nestle: Nestle recently showed TV spots for its Nestlé Pure Life product on U.S. Spanish-language channels such as Univision and TeleFutura touting water as a healthier alternative to sugar-filled soda drinks. Nestlé — which also owns the Perrier, Poland Spring, Vittel and Aquarel brands — plans to expand the campaign into English-language TV and print ads across the U.S. The TV ads, the first TV ad for the Pure Life brand, were made by a Los Angeles based Castells & Asociados, and featured TV host Christina Saralegui. Nestlé began its antisoda campaign with the Hispanic community because it drinks more bottled water than most other ethnic groups, Nestle Waters said.

Miller Lite: Miller Lite brand is extending its sponsorship of the CONCACAF Gold Cup soccer tournament as part of its ongoing efforts to reach Hispanic consumers. The sponsorship renewal makes Miller Lite the exclusive worldwide beer sponsor of the 2009 CONCACAF Gold Cup.

JC Penney:  JCPenney will launch its Christmas campaign aimed at its Hispanic customers on Nov. 23. Featuring the song "El Cha Cha Cha de la Navidad" by Celia Cruz, the campaign will include a 30-second television spot, "Joy Cartoons", which focuses on a family's joyous emotions as they exchange Christmas gifts.The spot will air in all major Spanish-language Hispanic market networks. In addition, the campaign will incorporate 30-second Telemundo produced vignettes with celebrities Natalia Streigand and Catherine Siachoquey. Additionally, JCPenney will, once again exclusively sponsor and present a Christmas special on Univision, "Celebra la Alegria de Regalar con JCPenney" which will air on Nov. 28. Furthermore, the campaign will comprise several 30-second Univision-produced JCPenney gift-focused vignettes featuring celebrities Carlos Calderon and Nuestra Belleza Latina winner Melissa Marty.

Colonial Bank

Colonial Bank has hired K. Fernandez  of San Antonio to lead all of its Hispanic advertising and marketing efforts. The Montgomery, Ala.-based bank serves five states: Alabama, Florida, Georgia, Nevada and Texas with 340 retail branches.. “We will rely heavily on the agency to lead the way in assisting Colonial in establishing a stronger foothold to further build our customer base within the Hispanic community,” Jane S. Rea, the bank’s senior vice president, said in a news release.

U.S. Census

Draft DCB announced that  New York based advertising agency D'exposito & Partners has been added to the Census 2010 Communications Campaign contract. D'exposito will work alongside GlobalHue Latino to reach and motivate Hispanic to participate in the 2010 census. 

Moka Chat

Moka Chat, a provider of mobile language translation and communication services, announced the release of its language translation technology for Skype, which gives Skype users the ability to chat in English, Spanish or Chinese with other Skype users.  

With over 2 billion people in the world identifying English, Chinese or Spanish as their first language, Moka tries to provide mobile language translation and learning solutions in support of both the consumer and business markets for an increasingly borderless world.

U.S. Army:
For the last two years, the Army has presented itself to potential recruits as the way to become “Army strong.” Last Tuesday, Veteran’s Day,, the Army tried to make its pitch stronger by making the campaign more relevant to the desired audience of Americans ages 17 to 24. Skip to next paragraph Casanova Pendrill worked for ads aimed at Hispanics; the IW Group, for ads aimed at Asian-Americans; Momentum, for event marketing and sponsorships; MRM Worldwide, for the Web site, digital marketing and direct marketing; NAS Recruitment, for medical recruiting; Universal McCann, for media planning and buying; and Weber Shandwick, for public relations. Another agency, Carol H. Williams Advertising, is creating ads aimed at African-American recruits.

The new elements of the “Army strong” campaign aimed at so-called influencers like parents are scheduled to start in January. Such ads have been part of the campaign since it began in 2006. 

In an effort to more effectively communicate with the rapidly growing Hispanic/Latino market, the Principal Financial Group(R) has added Spanish-language content on its Web site. A new "En Espanol" option on The PrincipalWeb site, gives Spanish-speaking audiences the opportunity to learn about the company in the language of their choice. of The Principal Web site home page at www.principal.com. "We are very excited to launch these online tools in Spanish," said Mary O'Keefe, senior vice president and chief marketing officer, The Principal. "This is an important part of our ongoing commitment to helping our customers stay informed in the ever-changing marketplace."


Humana Inc. expanded its Spanish-language website, www.Humana.com en Español. The move is part of “Nuestra Salud Humana” – which translates into “our health” – and uses the Humana name to demonstrate the company’s commitment to better serving Hispanic consumers, the fastest growing minority group in the U.S., and partnering for their health and well-being.  A significant percentage of Humana members are located in states where, according to the U.S. Census Bureau, Hispanics are the largest minority population. These states include Florida, Texas, Arizona, California, Nevada, New Mexico, Colorado, Oregon, Utah and Washington. 

Matador Marketing Group

Luis Caballero, partner and president of Matador Marketing Group, a Latino communications firm based in Fort Worth, TX, announced that the firm has opened its doors to provide "killer" new strategies for marketers currently targeting — or those seeking to tap — the buying power of the fast-growing U.S. Hispanic population.

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  1,800 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). 


Portada Staff

Write A Comment

Get our e-letters packed with news and intelligence!