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.
- Hannay Reels
Hannay Reels, a manufacturer of durable hose and cable reels for both OEM and aftermarket applications, just launched a new Spanish translation of their website to reach a wider audience with greater accessibility and enhanced communication. Product and category descriptions will be in Spanish as well as the trade show listing, dealer locator feature, contact page, news and company information. Numeric tables will also have proper translated titles and metric references.
Sony Electronics today launched an integrated marketing campaign celebrating the stunning color and picture resolution of 4K. The campaign features Garth Davis, who most recently co-directed Jane Campion’s critically acclaimed miniseries Top of the Lake. A broadcast spot starts airing this week nationally, accompanied by digital, print and radio ads, mobile media and experiential events as well as retail point-of-purchase and interactive displays. Sony will also spread the word about the new 4K Ultra HD TVs through social networks, email, direct mail, and free-standing inserts. The focus on 4K is the first piece of a year-long campaign that showcases emerging and established collaborators who have been inspired by Sony technology to create unique and unforgettable stories and Sony brand experiences. All aspects of this campaign were developed with the support of Sony Electronics’ advertising agency 180 Los Angeles.
- Dunkin’ Donuts
Dunkin’ Donuts updated the brand’s Dunkin’ App for mobile payment and gifting, introducing a new language setting that enables users to view content in English or Spanish. With the new setting, Dunkin’ Donuts becomes the first national coffee retailer to make information, features and special offers within its mobile app available in both languages. Dunkin’ Donuts also announced that the company’s official website (www.dunkindonuts.com) can also now be viewed in both English and Spanish languages.
Wendy’s® is rolling out a new wave of Hispanic advertising campaign week with the goal of creating a stronger connection with this fast-growing demographic, which makes up nearly 17% of the U.S. population . The Mucho Mejor™ Hispanic advertising campaign will reinforce Wendy’s shared values with Hispanic families, focusing on the best in family and food. “Mucho Mejor,” loosely translated as “Much Better,” will become the new Hispanic advertising tagline and complements Wendy’s mainstream “Now that’s Better™” campaign.“Our increased effort to reach Hispanic consumers is an important element of our Brand Transformation initiative to be a cut above the competition,” said Craig Bahner, Wendy’s chief marketing officer. The Mucho Mejor campaign is the next evolution in the company’s Hispanic advertising strategy. In 2010, the company and its Hispanic agency of record Miami-based Bravo launched the “Sabor de Verdad®” campaign, which focused on Hispanic customers’ savvy and appreciation for real, quality, tasty food.The Mucho Mejor advertising campaign launched last week on Spanish language TV and radio with the introduction of Wendy’s new Frosty™ Waffle Cone.
Disney Consumer Products launched a line of dresses called the Disney Royal Ball collection, which is the first-ever line of Quinceanera gowns inspired by the stories of the Disney Princess characters. Quinceañera, which means one who is 15, also is called fiesta de quince años, fiesta de quinceañera, quince años or simply quince. It is the coming-of-age celebration for a Latina who is turning 15. Latin American cultures take part in this tradition, which is growing dramatically.
Hibu, a supplier of a supplier of print and online advertising solutions, has selected Colombian based agency Ariadna as its agency of record for Hibu in the U.S. to manage US Hispanics and Latin American markets. Ariadna will be in charge of media buying and planning, handling strategy, creative and media work, including digital and traditional media.
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