In an effort to boost brand-awareness and sales of their product in the U.S. Hispanic market, Lactaid, a unit of McNeil Nutritionals, is continuing an ongoing campaign to reach out to the Hispanic market. It is a particularly good fit, as they assert that about half of all Hispanics experience some form of lactose-intolerance, compared with 15-20% of the Anglo market.
A prior campaign consisting of TV, radio, and magazine ads was successful in achieving a 49% increase in brand awareness and 22% increase in category awareness among Hispanics.
Lactaid, which has a Spanish-language website with distinct content from its English-language website, is reported to have allocated approximately 50% of its advertising budget on the Hispanic marked, according to an industry insider who wished to remain anonymous.
Lactaid's Hispanic agency of record is L.A. based La Agencia de Orci & Asociados.