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.
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Coca-Cola Co. has put its U.S. media-buying and -planning business in review. Incumbent Starcom Mediavest Group will participate along with three agencies that Coke works with globally: UM, MediaCom and Carat/Dentsu. The review is expected to conclude late this year after formal presentations in mid-July.Coca-Cola spent more than US$406 million on measured media in the U.S. last year, according to Kantar Media. Spending is expected to jump this year as the company implements a global cost-cutting program with some savings poured into media.The review comes as SMG deals with the recent loss of big accounts including Microsoft, U.S. planning forAnheuser-Busch InBev and global planning for Mars Inc.
Procter & Gamble Co. is planning to cut at least US$500 million from agency fees under a new drive to reduce the number of agencies it works with. P&G total spending on agency fees is estimated at around US$1 billion. The move comes as P&G’s top-line results disappointed Wall Street, with organic revenue growth rising 1% last quarter, below the 2% projected by many analysts, and as P&G plans to step up its headcount reductions. By the end of the current fiscal year in June, P&G would hit the high end of its current plan to have reduced non-manufacturing headcount by 22% over two years. Now, it’s stepping up planned job cuts to a 25% to 30% reduction by the end of next fiscal year, exclusive of the impact of divestitures.The firm has already announced divestitures include Iams, Duracell, DDF, the Ace bleach business overseas and a number of small fragrance brands, such as the Avril Lavigne license.
- Wells Fargo
Wells Fargo has launched its new campaign, a BBDO effort, which leans into the advertising trend of embracing same-sex couples.The ad, which was directed by Lance Acord and edited by Exile’s Matthew Murphy, ends with a female voice saying, “Everyone works hard for a reason. Working together, we can help you prepare financially for when two becomes three.” The tagline remains, “Together we’ll go far.”The effort also includes social media marketing and print, outdoor, digital and radio ads. Wells Fargo did not reveal the cost of the ads, but the bank spends about US$175 million on media annually, according to Kantar Media.For Wells Fargo, the goal is to reflect the diversity of its customers and get beyond products and services to tell emotional stories that illustrate universal truths, according to chief marketing officer Jamie Moldafsky. The ad with the lesbian couple, for instance, captures emotions that any couple feels when adopting a child.Here’s a look at one of the new ads:
Kimberly-Clark Corp.’s Huggies is re-launching its Huggies Snug & Dry, the brand’s biggest and least-expensive line, which now touts “12 Hour Protection” and improved absorbency. The brand estimates that around two-thirds of moms in North America are “value moms.” Hispanic moms, are more likely to fall into this group, though they’re also very brand loyal.Online at Amazon.com or Target.com, the new Snug & Dry sells at just under 21 cents per diaper with a “Subscribe & Save” discount on a 192-count Size 4 pack. That compares to 24 cents for Pampers Baby Dry diapers from rival Procter & Gamble Co., though P&G’s Luvs remains cheaper still at 17 cents.The Snug & Dry relaunch includes an “Ultra” product sold exclusively at Walmart and Walmart.com, with a “unique quilted liner” that promises to lock away moisture better than regular Snug & Dry. Ultra is priced as low as 22 cents per diaper for Size 4 at Walmart.com. A new TV ad for that product line launched promising “ultra protection at an ultra value.” Huggies also will improve skincare and comfort for its more premium Little Snugglers and Little Movers diapers.
- Open English
Open English is expanding to the U.S., bringing an affordable teacher-led instructional model to Hispanics nationwide. The launch of the company’s U.S. Hispanic efforts will be fueled by a national advertising and marketing campaign.After its success throughout Latin America and Brazil, Open English will now target the U.S. Hispanic market investing in an audience that represents the fastest growing minority population.Open English offers an innovative approach to learning English complete with unlimited live classes with native English speakers and over 2,000 hours of engaging multi-media content. This makes for a convenient, effective and affordable way to learn the language.The company’s model has proven disruptive to the marketplace with over 300,000 students across 20 countries.To learn more, visit www.openenglish.com and follow us on Facebook (Open English), Twitter (@openenglish) and YouTube (Open English TV).
- Pepsi ‘Limon’
Pepsi will launch a new cola made with real sugar and lime juice that is aimed squarely at Hispanics. The line extension, called Pepsi Limon, will be available at stores beginning May 18 in Chicago, California, Arizona, New Mexico and Texas.Pepsi Limon is made using real lime juice and cane sugar, unlike the previous U.S. version that was artificially flavored. The idea came from an internal Latino/Hispanic employee group called Adelante, whose mission is to create a diverse culture within PepsiCo.The launch will be supported by in-store marketing, radio ads, PR, digital and sampling. The ad agency handling the line extension is SA Studios Global, while PMK BNC is leading PR.