7-Eleven, Inc. introduced its version of iced coffee with a new marketing campaign that references cup sizes, cheap dates and love at first sight. A month-long ad campaign in June features promotional radio spots and outdoor, metro rail and bus transit advertising in select markets, online viral marketing including a new 7-Eleven iced coffee website and coupon emails, store signage and point-of-purchase displays. The campaign was created by FreshWorks, a consortium of Omnicom companies serving at 7-Eleven’s advertising and marketing agency. Iced coffee-drinkers also tend to be younger, and 7-Eleven is looking to reach young adults between the ages of 18 and 34, typically on-the-go college students and young professionals. According to the National Coffee Association, coffee consumption among 18 to 34-year-olds has recently hit record highs. (To read an article on McDonald’s recent introduction of McCafe in the Hispanic market please click here).
- Corona Extra
Corona Extra Revives Ads from the '90s. Consumer research revealed that the ads are as appealing and effective for today's consumers as they were back when. The ads begun airing last week.
Corona Extra had been spreading its media budget fairly evenly over the year, but is now shifting spending from non-holiday weeks in the fourth quarter to the key sales weeks in the second and third quarters. (Corona's peak season runs from Cinco de Mayo through Labor Day, with sales bumps during the winter holidays.) June's overall media spending will be 45% higher than last June's, and the Hispanic media budget for the month will be 70% higher, Jim Sabia, EVP of marketing for Crown Imports, reports.
The network and cable schedule includes programming such as Comedy Central's "Daily Show" and "Colbert Report," The Discovery Channel's "Deadliest Catch," Spike's "Guys' Choice Awards," the NBA finals and Major League Baseball.
Modelo, the Mexico-based brewer, is to debut the first of a two-part advertising campaign planned for its Especial beer brand.
The company will look to build upon the brand's growth in the general market with 15 spots to support the beer's first online campaign, while Spanish-language TV and radio spots will debut as part of the brand's Hispanic campaign.
The Hispanic marketing campaign includes two television spots that will air on national network and cable Hispanic TV. Modelo Especial will also air four radio spots in the top 20 Hispanic markets.
Univision, People en Espanol, Ser Padres and impreMedia health expert Aliza Lifshitz, M.D., better known to the Latino community as la Doctora Aliza(TM), announced the launch of her Spanish-language health hub www.VidaySalud.com. VidaySalud.com is a large source of health information and wellness tools in Spanish on the web. It includes Health A to Z, the Harvard Medical School's searchable database of symptoms, diseases and treatments, as well as original content, updated daily and created especially with the U.S. Hispanic community in mind," said Dr. Lifshitz. In addition, eleven biweekly email newsletters on a variety of health topics are available through free registration..
- Turnitin Debuts New Spanish Language Services
Turnitin, a firm specialized in originality checking and plagiarism prevention, announced the availability of its Turnitin Originality Checking and GradeMark services in Spanish. To date, the company has working relationships with Spanish-language institutions in most Latin American countries and Spain. Worldwide, Turnitin and GradeMark are used in over 108 countries. "Turnitin has helped millions of English-speaking students become better writers and increase originality, while protecting their work from unauthorized copying," said Dr. John Barrie, PhD, founder & CEO of iParadigms.
Theprovider of laser vision correction services with over 75 locations in the United States, has selected ViVA Partnership for a ‘360-degree’ program to reach Hispanic consumers. Included in ViVA’s extensive scope of responsibilities are TV, radio, print, and a comprehensive program for ‘operational readiness’. According to Linda Lane Gonzalez, founder and CEO of ViVA, operational readiness for LasikPlus centers means ensuring that the Hispanic customer experience is positive ‘from beginning to end’.
ViVA will also be working in partnership with Flyin‚ West, a direct marketing firm specializing in the multicultural consumer for a direct mail component, as well as with Razorfish for digital, Horizon Media's DRTV multicultural division, and with other LasikPlus marketing partners.
Operational readiness for the Hispanic market is in keeping with the company‚s overall, highly personalized customer approach,” says Gonzalez. “LasikPlus is one of the largest, most technically advanced providers of laser vision correction in the industry, yet maintains one of the highest levels of close customer contact, service and satisfaction.”
Gonzalez adds that LasikPlus is focused on building long-lasting relationships in their markets and enhancing the customer experience not only during the initial eye examinations and subsequent procedure, but also before and after. To that end, ViVA will be working with LasikPlus centers nationwide to enhance multicultural sensitivity in patient reception, telephone manner and other aspects and touch points affecting the customer experience.
As an example, Gonzalez points out that Hispanics like to spend more time on the phone than general market consumers, engaging in ‘get to know you’ moments and relationship building before launching into a business discussion. “We showed the company how to make a few adjustments to the style, tone and timeline used by their customer service representatives. These small changes will make a big difference in capturing and retaining Hispanic customers,” she adds.
The advertising campaign began rolling out May 18 in top Hispanic markets with the theme ‘Cambia tu punto de vista’ or ‘Change your point of view’ or perspective.
Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).