- Procter & Gamble
Procter & Gamble recently started adapting Febreze air fresheners and Downy fabric softener, using scents found to specifically appeal to the Hispanic demographic.
Procter & Gamble also launched www.orgullosa.com, a website aimed squarely at Hispanic buyers and hired the actresses Jennifer Lopez and Eva Mendes as endorsers for Venus razors and Pantene shampoo respectively.The www.orgullosa.com site is aimed at Latin women that offers beauty and household tips, inspirational stories, and information about some of its consumer products. The bilingual site features P&G products including Olay skin cream, CoverGirl makeup and Febreze air fresheners.
- Blue Cross and Blue Shield
The Wall Street Journal reports that the The Blue Cross and Blue Shield Association recently forged a deal with H&R Bloc for members for members' plans to be promoted at the tax-preparation firm's storefronts. The association also is targeting the growing Hispanic population through a tie-in with Spanish-language media company Univision Communications Inc. The group is also in talks with a number of retailers about partnerships.
- Ramona – BMW
BMW of North America has finalized the last part of its agency review launched last spring, adding two new multicultural shops to its roster: Ramona was named BMW USA's Hispanic agency of record and Sanders/Wingo Advertising assumes all diversity
- Winn Dixie – Bravo Group
The Bravo Group has been assigned Hispanic marketing and media responsibilities for Winn Dixie.
- State Farm –NBCU
State Farm has done a cross platform buy in English and in Spanish in NBCU. The ad buy is the first major success of the Hispanics at NBCU Initiative which was launched last April. As Multichannel News reports, the campaign centers around the ALMA Awards honoring Latinos in entertainment, that aired on Friday, Sept. 16, on NBC during Hispanic Heritage month. On-air spots run during the NBC broadcast, as well as during mun2's rebroadcast of the awards show. The campaign also includes online ads in both Spanish and English on Telemundo.com, tune-ins on Style, and branded interstitials congratulating ALMA winners on E! The buy also includes sponsored segments during Telemundo's morning show, Levantate, with the show's hosts presenting profiles of nominees and discuss award show highlights.
- Kmart – Latina Smart Fund
Kmart launched the Latina Smart Fund in celebration of National Hispanic Heritage Month.