A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Clorox is introducing a new marketing and advertising campaign leveraging its new Clorox Fragancia Marketing Platform. The campaign goes on air today on Telemundo and Univision. Other campaign elements include radio, digital, direct mail (coupons) and in-store activation. (Read related article).
- Coca Cola
Telemundo is working with Coke in what will be the beverage giant's first Olympics-focused integrated marketing campaign keyed directly to Hispanics, and it's focusing not on hispanophone countries' Olympic teams, but on the surprising diversity of the U.S. athletic lineup, Adweek reports.
The partnership is an extension of Telemundo’s parent company NBCU's reinvigorated interest in the Hispanic demo, Dan Lovinger, the Spanish-language broadcaster's EVP of Advertising sales and integrated marketing, said that the deal ended a long dry spell between the broadcaster and the advertiser. (Read Portada’s special feature on how How Media Powerhouses will cover the Olympic Games).
- Maseca Natural
Maseca is currently using different type of media to promote its Maseca Natural brand. The media buy includes:
– POP (Posters, Shelf Talkers, Danglers)
– TV Spots :30 (Telemundo & Univisión)
– Radio :30 (Univisión Radio)
– Magazines (TV Notas, TV & Novelas, Vanidades)
– Digital: (Facebook and Google Adwords)
- Storage Post Self Storage
Storage Post Self Storage has launched an integrated, Spanish-language version of its website in a strategic move to reach a wider demographic. The translated website features information about Storage Post, customized self-storage options and a blog with storage tips. Spanish-speaking Web users can search for self-storage locations by state, city or ZIP code, and access specific information about each Storage Post facility. Headquartered in Atlanta, the company currently operates self-storage locations in Georgia, Louisiana, New Jersey and New York.
" Our hope is to attract and serve a broader audience who require self-storage,” said Susie O'Connell, vice president of communications. In addition, Storage Post also plans to increase its marketing and communication strategies toward the Spanish-speaking public.
- Arby’s- Guillermo Perales-Dallas/Ft. Worth
Arby's Restaurant Group, Inc. announced the sale of 51 company-owned locations and extensive development rights for Dallas/Fort Worth to Guillermo Perales, the nation's largest Latino franchisee and one of the most pre-eminent multi-brand franchisees in North America. The Arby's deal brings Perales' portfolio to 390 restaurants across several brands that include Popeye's, Golden Corral, Burger King, CiCi's and Del Taco within his Sun Holdings, LLC restaurant group.
- Stripes Convenience Stores – Houston
The latest Stripes store is located at 11530 Bammel North Houston and will offer freshly packaged Mexican food from Laredo Taco Co., Hispanic snacks and candy, and an array of cold drinks. Stripes Convenience Stores is operated by Susser Holdings Corp., a Corpus Christi, Texas-based business with approximately 1,100 company-operated and contracted locations. The company operates more than 540 convenience stores in Texas, New Mexico and Oklahoma under the Stripes banner. Susser also operates restaurant service in more than 330 of its stores, primarily under the proprietary Laredo Taco Co. brand.
Sears Holdings is reviewing its media business, Adage reports. Havas' MPG, the incumbent on the Sears and Kmart brands, has been working with the company since 2007. Sears Holdings ranks among the top 20 Hispanic market advertisers.
announced the addition of several executives. Anel Hooper, Associate Media Director, comes from Lopez-Negrete in Houston where she was Associate Director of Channel Strategy, Media; Alejandro Perez-Segnini, Senior Art Director, was Art Director at MarketVision in San Antonio; David Espadas, Senior Copywriter, was Creative Director at Ogilvy & Mather in Mexico City; Oscar Peña, Digital Account Executive, was Creative Director at Wacker Media in San Antonio; Ana Gamez, Account Coordinator, is a recent Master of Arts graduate from the University of Texas at Austin; Astin Irving, Assistant Account Planner, was a Junior Planner at VRTC Communication in Houston; and Rosalynn Warren, Receptionist, continues her work with non-profit and cultural organizations in San Antonio as a youth art educator.
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