WHICH COMPANIES ARE TARGETING HISPANIC CONSUMERS RIGHT NOW?

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

A summary for, Media Sales Executives, Advertising Agencies and Corporate Marketers to

see what clients are moving into the Hispanic market and/or targeting Hispanic consumers

right now.

  • Post Foods-XL Alliance
    Post Food’s has announced that XL Alliance will be its new advertising agency-of-record in support of Honey Bunches of Oats Hispanic marketing, the Bradington Herald reports. The New York and Denver-based agency will work in collaboration with their current media agency, MV42, Mediavest Multicultural. “We have a strong commitment to the growth of the Post business,” said Tony Shurman, Post Marketing Director. “XL Alliance has the right framework and is a great marketing partner to help continue the positive momentum we have achieved within the multicultural community.” In its new role, XL will evolve its incumbent assignment as Hispanic digital and social media marketing agency to include advertising, cross-channel planning and shopper marketing for Honey Bunches of Oats.Liliana Gil, cofounder and Managing Partner of XL Alliance; an executive who departed from Johnson & Johnson three years ago to join partners Enrique Arbelaez, Manny Fields and Armando Martin as cofounders of the agency.  In addition to Post Foods, XL serves a roster of clients that includes Kroger Co., Valeant Pharmaceuticals, Diageo, among others.
  • American Heart Association – Interlex
    The American Heart Association is working with Interlex to conduct branding, awareness and attitudinal research to develop a new positioning strategy for the American Stroke Association Brand. “For the past few months we’ve been deep into the research phase, conducting both quantitative and qualitative studies across General, African American, Asian American, Hispanic, South Asian, and Native American segments,” said Interlex President and CEO Rudy Ruiz. The goal, according to Ruiz, is to help the Association build a brand platform and communications strategy which is universally appealing and multicultural at the core. “This is a national initiative,” said Ruiz. “The American Heart Association/American Stroke Association is very committed to improving the health of all Americans. And since minority segments are often disproportionately impacted by stroke, it is very important that they reach these audiences in meaningful, motivational ways.”The San Antonio-based shop joins the Ad Council, Grey Worldwide, and Omnicom’s Cone Communications on the AHA/ASA roster of agencies.
  • Yahoo! En español – Toyota Prius
    Yahoo! en Español launched a new blog, “Vida Ecologica” sponsored by Toyota Prius v, presenting tips on how to live an environmentally-conscious life.
  • American Airlines – Q’VIVA
    American Airlines and Q’VIVA! The Chosen have teamed up with the show’s producers to offer fans a chance to win a unique VIP experience to attend a live Q’VIVA! performance in the United States.
  • Walt Disney Records
    Walt Disney Records will be releasing two Song & Story titles and a collection of Disney Princess songs in Spanish for the very first time.  The label will also release the Spanish language digital soundtracks for Beauty and the Beast and The Lion King.  All five albums will be released tomorrow March 20, 2012 wherever music is sold, digitally and physically. “We’re thrilled to offer Spanish-speaking families an additional way to experience the magic of Disney music in their native language,” says Cathleen Taff, SVP/GM, Disney Music Group.
  • Pepsi NEXT
    Starting March 26, cola lovers everywhere will be invited to get a first taste of new Pepsi NEXT, a new beverage which intends to be a game changer in the cola category and the first to deliver real cola taste with 60% less sugar than Pepsi-Cola. “We’re on a mission to get consumers to experience the real cola taste of Pepsi NEXT for themselves,” said Angelique Krembs, Vice President TM Pepsi Marketing.
    Promotions around the launch will include:
    – A Walmart sampling program hitting 800 Walmart Supercenter stores across the country, beginning March 26 through the end of April. Consumers can visit facebook.com/pepsinext to find the nearest Walmart store for their risk-free trial of Pepsi NEXT.
    – In-market sampling for consumers to try Pepsi NEXT for free across 40+ cities nationwide between the end of March and August 2012.
    – A TV ad spot, created by TBWA/Chiat/Day, featuring an excited young couple recording their first interaction with Pepsi NEXT, meanwhile missing the “unbelievable acts” of their baby in the background, from dancing to handstands. This 30-second spot will begin airing nationwide on March 26 on prime-time and cable networks, and will be complemented with online and radio advertising.
    – A digital application on facebook.com/pepsinext inviting users to “taste” Pepsi NEXT online.
    – Targeted and relevant Hispanic advertising and grassroots marketing.

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WHO ARE THE BIGGEST-SPENDING RETAILERS IN THE HISPANIC MARKET?

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

No one lives the “total market” — the term used to describe the blending of the general and multicultural markets — like Walmart.

Last month Gisel Ruiz was elevated to exec VP-chief operating officer at Walmart, and Rosalind G. “Roz” Brewer was named president-CEO of Sam’s Club, becoming the first woman and the first African-American to hold the CEO title at a Walmart unit. Ms. Brewer’s successor as president of one of Walmart’s three U.S. regions is Hispanic.

Walmart is also serious about diversity in its agencies, according to Steven Wolfe Pereira, who has a dual role as exec VP ofMediaVest and managing director of MV42, MediaVest’s multicultural unit on the retailer’s account. “Ten percent of all Walmarts are in Texas, 6% in Florida, 4% in Illinois and 5% in California,” said Mr. Pereira, emphasizing that one-quarter of the stores are in heavily Hispanic states.

Walmart still works with the first U.S. Hispanic agency it hired 17 years ago, Lopez Negrete Communications. The independent survived Walmart’s review, started in 2005, in which it fired all its general-market agencies.

Lopez Negrete gets not just a seat at the table, but a good one. Tony Rogers, Walmart’s senior VP-brand marketing and advertising, said at the Association of National Advertisers‘ multicultural marketing conference in November that the company planned to “blow up” its multicultural marketing budget, moving the money out of that silo and into the individual business units.

About 80 of Lopez Negrete’s 200 staffers are involved with the Walmart business, and one works out of its Bentonville, Ark., headquarters. The agency now deals more with individual category leads. Walmart’s Hispanic Center of Excellence functions primarily as a consultant, which shifts more of the responsibility for growing Walmart’s multicultural business to Lopez Negrete.

The agency, for example, plunged into the humorous “Every Cart Tells a Story” TV campaign developed by the Martin Agency, Walmart’s general-market shop. Spots always start with items at the checkout counter, then cuts to how they’re used at home. One item is always incongruous. Lopez Negrete’s “Tea Time” includes a tea pot, a princess dress, cookies — and mouthwash. At home, a little girl entertains her father with a tea party, until he realizes that she has filled the teapot with water from the toilet (hence the mouthwash).

There are subtly different general-market and Spanish-language spots. The dad in the former version is goofier; in the latter he has more interaction with the daughter. The mouthwash brand is Listerine in the English version, Scope for Hispanics.

Walmart is the biggest-spending retailer in the Hispanic market, and No. 15 among all advertisers in Spanish-language media, at $66.6 million in 2010, according to Ad Age’s Hispanic Fact Pack. Sears Holding Co., which includes Kmart and Sears, is No. 19 with $53.9 million spent in 2010, followed by Target Corp. at No. 27 with $40.3 million. Kohl’s spent $14.8 million.

Some of the discounters focus their efforts on collections with Latino celebrities. Kohl’s rolled out clothing lines with Jennifer Lopez and Marc Anthony last year. It also sponsors their TV show, “Q’Viva! The Chosen,” which airs on both Spanish-language Univision and Fox. 

Kmart is linking with Colombian-born Sofia Vergara of hit comedy “Modern Family.” Kmart launched Sofia Vergara lines of apparel, footwear, accessories and jewelry last fall, with TV and print ads in English and Spanish by PMH. A campaign featuring Ms. Vergara is expected midyear. “The general market and the multicultural market have merged,” said Mr. Stein. “She’s relevant to both.”

The four retailers aren’t big on Spanish-language websites or Facebook pages, although Kmart does have a Spanish-language web presence.

Kmart is continuing last year’s Kmart Latina Smart platform, built around a group of blogueras that has brought in more than 26,000 Facebook fans. And Sears Holding, which includes both Kmart and Sears, is a founding sponsor along with General MillsGeneral Motors‘ Chevy brand and Procter & Gamble of Mamas Latinas, a site for Hispanic moms started by CaféMom in late January and run by Lucia Ballas-Traynor, the former publisher of People en Español magazine. Kmart has built out a style and fashion area, and is running ads throughout the site for the Sofia Vergara collection and Kmart’s layaway program.

READ MORE: AD AGE

SUBSCRIBE to The Hispanic Blog to stay on top of the latest latino news, politics and entertainment!

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If you have any questions, concerns or simply would like to get a quote on my Marketing, Public Relations, Social Media and/or Events services, please feel free to contact me at thehispanicblog@gmail.com.

God Bless and may you have a fabulous day!

powered by Influential Access – “Transforming the Ordinary to EXTRAordinary!” – CEO – Jessica Marie Gutierrez – Creator of The Hispanic Blog #thehispanicblog

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