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.
- Dunkin’ Donuts
Coral Gables, FL – Miami, based Zubi Advertising has been assigned US Hispanic creative, account planning, and public relations responsibilities for Dunkin Donuts. Zubi will be responsible for creative, digital and social media, promotions, public relations, and other Hispanic campaigns for Dunkin’ Donuts. The account was previously held by Accent Marketing. Dunkin’ Donuts has an increasing focus on serving and marketing to the rapidly growing Hispanic community. In 2012, the company launched an integrated Hispanic advertising and marketing campaign asking people, “Que Estas Tomando?” (What are you Drinkin’?). The Spanish-language campaign introduced the brand’s first Spanish tagline, “America Se Mueve Con Dunkin'”, which is the equivalent to the general market tagline, “America Runs On Dunkin’ “Dunkin’ Donuts realizes that marketing to ethnic groups has evolved to a broader approach that requires marketing to a multicultural nation,” stated Xavier Turpin , Director of Multicultural Marketing at Dunkin’ Donuts.
- Napa Autoparts
Autoparts PM Publicidad announced the launch of Napa Autoparts new bilingual advertising campaign, Pura Pasion, Pura Calidad. In an effort to increase brand recognition among bicultural Hispanics, Napa Autoparts is expanding its sports-related media mix to include TV, radio, digital platforms, search engine marketing and social media. Napa Auto Parts first ever bilingual television spot will leverage Hispanics’ passion for soccer and NAPA’s eight-year sponsorship of the men’s Mexican National Soccer Team to showcase the brand’s commitment to quality parts and service. ESPN Deportes personality Jorge Ramos, a spokesperson for the brand, will be featured in the ads to lend credibility and authenticity to the campaign, and will participate in retail activations across key markets. NAPA will also use Ramos’ image in POS materials.
- First Response
Yesterday (Monday February 18), First Response for the first time, advertised its pregnancy test and ovulation prediction kit to a Spanish-speaking audience on television networks that included Univision, Galavision, Telemundo and MTV Tres. The 15-second version of the ad focused on the First Response Early Result Pregnancy Test and a 30-second version includes additional information on the First Response Daily Digital Ovulation Test. “We want to be where they are, in the language that they are watching,” Stacey Feldman, a vice president for marketing at Church and Dwight, the company that owns First Response, said of the Spanish-speaking audience. In addition to the television ads, the company will introduce a microsite, TheFirstResponseDifference.com, that will include coupons and frequently asked questions.
- South Coast Air Quality Management District
alPunto Advertising of Tustin, California has been awarded the South Coast Air Quality Management District (SCAQMD) Latino outreach account. The Latino outreach program is a comprehensive effort aimed at alerting Latinos of air quality issues and how to help improve it. The program calls for research, media, creative, digital, promotional and strategic elements, all delivered by alPunto under this contract.The Latino outreach effort starts this first quarter with research and planning and runs through the end of the year with a multi-level media effort.
- Avocados de Mexico
The Los Angeles-based organization plans a broadcast advertising campaign for the spring programs, designed to attract general market and Hispanic consumers, according to a news release from Avocados from Mexico. The program includes online advertising, social media efforts, consumer promotions and in-store merchandising.With a March launch, a retailer display contest is set during the college basketball tournament. APEAM has merchandising materials to help retailers create custom displays related to March Madness.As spring continues, a breakfast campaign is planned. Activities are scheduled to include a consumer sweepstakes on Facebook. A separate promotion to tie-in with an American Egg Board joint coupon is scheduled for April and will include online advertising.
- Dr. Pepper
“We’ll increase our focus on winning with Hispanics, capitalizing on their preference for flavor with strong national and local programming and a new feet on the street team dedicated solely to retail execution and local community involvement and activation,” Larry D. Young, CEO of Dr Pepper Snapple Group, said during the company’s ‘ Fourth Quarter and Full Year 2012 Earnings Conference Call. Young added that “we’ll continue to focus investments to develop key low per cap markets behind brands, such as Dr Pepper, Canada Dry and Snapple.”. …I said earlier that we must reenergize the CSD (Carbonated Soft Drink) category, and the TEN platform can do just that. We’ll support this critical platform launch with a multiyear marketing program and strong activation in-store. Our media programming includes national and local TV, radio, online and out-of-home. Giving consumers the opportunity to taste these products is key, so we’ll give away over 1 million cans across the country and have targeted couponing programs to stimulate trial. Our in-store merchandising and point-of-sale will be supported with shopper programs, and our breakthrough graphics will help consumers easily identify and understand the platform. We’ll connect with the Hispanic consumer through our partnership with Lucha Libre, a popular wrestling association with strong Mexican heritage. (Interview with Olivia Vela, Director of Multicultural Marketing at Dr. Pepper Snapple Group).
- Alliance for Citizenship
National leaders from the newly formed Alliance for Citizenship will lay out the principles and action plan to win a roadmap to citizenship for 11 million aspiring Americans. The campaign kick-off includes the first national Spanish language radio ad that speaks to the power of the Latino community that will influence the upcoming debate on Capitol Hill. Speakers will also announce the Power Up for Citizenship! action week to push for fast action on a bill that offers a direct path for citizenship, with a process that takes years not decades.As part of the “Power Up for Citizenship!” Week of action, events will be held in states around the country, including the home states of “Gang of Eight” Senators who are currently working on draft legislation. State events will include leaders from Latino, Asian, and immigrant communities, as well as labor, faith and business leaders.
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