Focus On: Hispanic Advertising: English, Spanish, or Both?

A Q&A with Kabira Hatland, corporate communications manager, and Arturo Nava, AN, Hispanic brand manager for Coors Brewing Company

Q:What is the rationale behind targeting the Hispanic market Bilingually  instead of going with either English or Spanish?

A: The rationale for marketing to Hispanics with a mix of English and Spanish in one advertisement is to appeal to the increasing number of bilingual Latino adults in the U.S. who commonly use both English and Spanish languages in everyday speech. The bottom line, for every consumer group, is that we must reach them with compelling marketing. Using both languages better reflects the reality of many of our Hispanic consumers and so it resonates better with them.

Q: How long has the campaign been in effect?

A: We have various campaigns in the market at any given time. We've used Spanish and English for years. In fact, our Coors Light packaging reads both "The Silver Bullet" and "La Bala de Plata".

Q: Is there a print or online component to the campaign or is it just broadcast?

A: The marketing mix varies by campaign. We typically use TV, radio and OOH.

Q: Who is your target audience for this campaign?

A: Our marketing targets adult Hispanic males, 21-34.

Q: What markets is the campaign running in?

A: Our marketing runs in local markets and at a national level. 

Q: Who handles Coors Hispanic Creative?  

A: Coors utilizes three agencies for Hispanic creative: Bromley Communications (San Antonio), Traver y Asociados (Laguna Beach, CA) and Integer (Lakewood, CO). 

Q: Who handles Coors Hispanic media buying/planning? 

A: Bromley Communications handles our Hispanic media buying and planning. 

Q: What are your thoughts about reaching your target audience through Print and Online? 

Online and print advertising resonates well with bicultural Hispanic consumers