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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- TAJÍN International
d expósito & Partners has been named as the US agency of record for the total market for TAJÍN International Corp., a company that produces fruits and vegetable seasonings in the U.S. and Mexico. D’Exposito will provide services for all assignments in the general and Hispanic markets. In 2013, d expósito & Partners provided media planning for TAJÍN in partnership with the Redbean Society.Redbean will continue as a strategy consultant in 2014.
RadioShack is launching a new marketing campaign this week under the“Do It Together (DIT)” tagline. The campaign will be based on consumer experiences that have differentiated RadioShack and create an emotional connection with its’ associates. RadioShack ushered in the company’s new brand positioning with a 30-second ad featuring ’80s icons during last night’s Super Bowl. The ad is ment to shed outdated perceptions of the brand for consumers in need of a reintroduction to RadioShack. The spot opens in a throwback RadioShack store; an associate receives a warning phone call before familiar ’80s personalities, including Hispanic celebrity Erik Estrada. In an effort to continue “clearing out the ’80s” and celebrate #InWithTheNew, RadioShack is also hosting a 24-hour sweepstakes via Twitter, which launched in line with our Super Bowl ad.The campaign continues this week and will also target the Hispanic market with Spanish ads being featured in outlets such as Telemundo and Univision, as well as digital print and in-store promotions. Latinworks is RadioShack’s media buying agency. According to Kantar Media, Radio Shack spent $88 million on measured media in 2012. For the first nine months of 2013, the company spent $42.8 million on measured media. (Read our just published Interview with Javier Figueroa, Director of Integrated Marketing at Radio Shack).
- Abott (Republican Gubernatorial Candidate in Texas)
Republican gubernatorial candidate Greg Abbott launched a Spanish-language website, targeted at Hispanic voters. The website sees a new version of his campaign logo: Abbott Para Gobernador. Abott’s campaign also introduced a Spanish-language Twitter accout. Abbott and his expected Democratic opponent, Wendy Davis, are both courting the Hispanic vote in a state that’s reliably Republican despite its growing minority population, which tends to identify with the Democratic Party. The gubernatorial hopefuls have both made campaign stops in South Texas and appeared on Spanish-language television, but the Abbott campaign’s Spanish-language website is the first during this election cycle.
Xoom Corp.,the digital money transfer provider, introduced three new TV commercials for the U.S. Hispanic market. The ads, targeting the Spanish-language audience, began airing on major Spanish-language TV in January and all speak to the message of mobile convenience.
- Harley Davidson
The 111-year-old motorcycle manufacturer announced Thursday that its fourth-quarter earnings were up about 10 percent compared with a year ago As its core customers age, Harley has diversified its marketing strategy by broadening its product appeal to women and Hispanic, black and younger riders. Maripat Blankenheim, director of external communications for Harley, said the company hired Mark-Hans Richer as chief marketing officer several years ago. Richer’s focus: pumping up sales by broadening the company’s reach. Looking at ways to introduce the brand to those key areas, Harley took a more aggressive stance in getting more people into dealerships.
Walmart plans to close its one Más Club membership warehouse store that is located in Houston.The store at 8711 North Freeway carries more Hispanic-themed merchandise than does a traditional Sam’s Club, according to the Houston Chronicle. The store will close Feb. 7, Walmart’s director of communications Anne Hatfield said. Más Club opened as a test format in 2009, she said, and Walmart came to realize that it made more sense to incorporate its best working elements, including some of the merchandise, into traditional Sam’s Clubs in Houston and throughout the United States, the report said. There are six Sam’s Clubs within a six-mile radius of Más Club. The store’s 153 associates will be able to find work at an area Sam’s Club or Walmart, Hatfield said.
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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at firstname.lastname@example.org