Post Foods has partnered with Dominican singer Prince Royce to create branded-entertainment content for Honey Bunches of Oats leading up to the Latin Grammys, Mike Foley, brand manager, U.S. Hispanic at Export, said Thursday during an impromptu panel at Portada’s 6th Annual Hispanic Advertising and Media Conference in New York. Foley, who was joined onstage by Melissa Smith of RLR Public Relations, spoke of the power of Latino celebrities and how to best use their exposure to help brands sell against the Latino demographic.
The details of the Prince Royce agreement are still sketchy, as Post Foods is scheduled to make a formal announcement next week. But Foley tells Portada the two-month agreement will not be tied to any particular TV network, but would be done in a way that Post Foods will ultimately own the content. “When you are tied to a particular TV brand; the program ends and they take down your promotion, but you cannot do anything with it; because it belongs to them,” said Foley. With the Prince Royce deal, Post Foods will be the ultimate owner of everything done around the artist.
The agreement is similar to the one launched by the brand in early 2011 with Telemundo telenovela Jencarlos Canela. As was the case of Canela’s “Pensemos Positivo” (“Let’s Think Positive”) Prince Royce likeness will be pasted on four million cereal boxes in a national sweepstakes leading up to the Latin Grammys, which this year will take place on Nov. 15.
Foley did not specify financial details of the new effort, nor how many dollars Post Foods invests in marketing and advertisers. But in an interview with Portada earlier this year, he claimed his company spends 27% of its total marketing budget against Hispanics, even though Hispanics represent only 16% of the total population. The reason? Budgets should be set not only by percentage of the population Hispanics represent, but by volume of products sold.
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