Home Depot's Advertising for the new color palette will be featured in Spanish while signage and promotional materials in The Home Depot stores will be bilingual. Media vehicles chosen for the advertising campaign are print, direct mail and TV.
The Vidal Partnership is The Home Depot's Hispanic advertising agency. Origenes, which means the origin of one's roots, will be sold exclusively at The Home Depot in select stores beginning Monday, Sept. 19. "Research shows that painting is one of the most common home improvement projects undertaken by Hispanic consumers," said Tom Taylor, executive vice president of Merchandising & Marketing at The Home Depot. "It was a natural fit for us to create a color palette that would celebrate the richness of Hispanic culture as well as to further demonstrate our ongoing commitment to being the company of choice for Hispanics."
In addition to the research that revealed painting is one of the most popular home improvement projects among Hispanics, it also demonstrated that 59 percent of Hispanics speak Spanish all the time and are more likely to purchase brands advertised in Spanish.