General Mills will undertake a national advertising campaign in 5 major Hispanic magazines to support its Yoplait (yoghurt) and La Lechera (flakes) brands. The campaign will take place during August and September, Rudy Rodriguez, Director of Multicultural Marketing at General Mills, tells Portada®. Together with Procter & Gamble, General Mills is one of the largest Hispanic print advertisers (particularly Free Standing Inserts).

In 2006, General Mills has made a conscious effort to broaden its appeal to the Hispanic market with the launch of Dora the Explorer cereal and La Lechera flakes brands.

Yoplait's rival Dannon has higher brand recognition among U.S. Hispanics, particularly first general Hispanics who know Dannon from their home country in Latin America. General Mills has conducted several studies to better connect with Hispanic consumers.

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