A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- Coca Cola
Coke Launched a Digital Marketing Campaign Targeting TeensThe soda maker is beginning a teen-focused digital campaign that will span across 61 unique websites and include 17 games, videos and digital experiences, all based around the Coke brand. “The goal is for this to be a multiyear campaign,” says Pio Schunker of Coke, adding, “this signals a whole new way in which we’ve decided to create marketing content.” Why This Matters: Every marketer wants to lure in teens as consumers of their brands in the hopes of them continuing to use the brands throughout their lives. This is a targeted effort to do that, with key elements being accessible via smartphones, which are heavily used by teens
- The upscale, Seattle-based national retailer will promote a concept it is calling “Youphoria” in new 30-second videos featuring young adults involved in outdoor activities like riding a minibike, gathering around a bonfire or chopping wood while fashionably dressed, the New York Times reports. The campaign is aimed at men and women 25-35 and will run through the end of May. It is specifically being promoted in Dallas, Houston, Los Angeles and San Diego. It will run on websites like Vevo, Glam Network, Zimbio and Latina.com. Michael Crotty, Nordstrom’s VP of marketing, said, “Somewhat younger customers respond really well to digital messages.”
The Mexican beer brand owned by Heineken has a new campaign with the tagline, “Es Facil Ser Hombre,” or “It’s Easy Being a Man,”. The ads were created by Tecate agency Olabuenaga Chemistri in Mexico City and the media buy was handled by MediaVest MV42. The campaign is also running in Mexico. Spots will run on Univision, Telemundo, Unimás, Galavision, Estrella TV, Fox Deportes, Univision Deportes, Azteca, LA TV and nuvoTV. In all, there are three different TV spots and three radio spots.The Spanish-language radio and out-of-home follow the same tone and humor as the TV ads. “Es Fácil Ser Hombre” is running nationally, with particular emphasis in the brand’s key markets, which include California, Texas, New Mexico, Arizona, and Illinois.”For the past few years, we have been building upon Tecate’s values, which include carácter, masculinity, and ingenuity, and are excited to see those traits exemplified in this campaign,” said Felix Palau, vice president of marketing for Tecate. “Since the ads are running in Mexico and the U.S. to ensure consumers on both sides of the border are being exposed to the same messaging, we had to ensure the scenarios presented were relatable to all Hispanic men, not just Mexicans. We are proud of the end result and hope consumers enjoy the light-hearted nature of this campaign.”
- Brooklyn Nets
The Brooklyn Nets are planning to launch a Spanish-language website for next season.“Next season we want to launch a Spanish-language website that’s separate from the NBA,” said Elisa Padilla, vice-president of marketing for the Nets and Barclays Center in an interview with www.netsdaily.com. “Brooklyn is so diverse, and we know that the Hispanic market is growing, but we also know that the Asian market is just as important, and the Russian segment.”
- Deferred Action for Childhood Arrivals (DACA)
DACA, a provider of simplified, online immigration solutions, has launched a new Spanish language version of the U.S. government’s Deferred Action for Childhood Arrivals (DACA) form on its site. This new version from Clearpath allows users to complete the DACA form in Spanish via an online questionnaire, which then inputs the data into the English version of the official form, as all forms submitted to the U.S. Citizenship and Immigration Service (USCIS) must be in English.
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