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Pepsi Launches Bilingual Advertising Campaign with William Levy

Following their innovative style of advertising and latest trend of parodies and incorporating Hispanic iconic figures to attract both the General and Hispanic markets, Pepsi launched their latest bilingual advertising campaign for Pepsi Next. But this time there are a few key components that differentiate the campaign. First, they have selected William Levy, a cuban-american soap opera or telenovela actor and model.

This bilingual advertising campaign is Pepsi Next’s largest Hispanic effort to date.

The promotion started on April 22 as Pepsi Next, which the brand says has Pepsi taste with 60% less sugar than regular Pepsi, launched Wheel of Levy, a website which showcases a spinnable wheel with various Levy embodied scenarios as a doctor, a romantic, an action hero, a rock star, a sci-fi character and a theater buff, as well as a question mark and a can of Pepsi Next.

Pepsi and Levy’s goal for the bilingual advertising campaign: to get America to try a Pepsi Next for free.

A total of 400,000 Pepsi Next two-liter bottles will be given away through the promotion that runs until May 20th. The site had “over one million hits/views” in its first day and is available in English and Spanish. Users can change the language in the top right-hand corner.

The bilingual advertising campaign targets both men and women in the 25-to-34 range independently of their being Latino or not.

Pepsi is pushing the promo on Facebook to Pepsi Next’s 148,000 fans and @PepsiNext’s 8,600 followers. The videos also appear in a YouTube playlist with views ranging from 11,000 to 146,000. The bilingual advertising campaign is supported by a TV spot and a paid digital and social buy on Buzzfeed, YouTube and E! online, as well as in-store promotions and TV appearances.

Here is Pepsi’s Press Release:

Actor William Levy Seduces Taste Buds Across America To Try Pepsi NEXT®

SIX SMOOTH-TALKING LEVYS WILL MAKE YOU THIRST FOR REAL COLA TASTE, 60% LESS SUGAR

PURCHASE, N.Y., April 22, 2013 /PRNewswire/ — What works up a thirst more than one William Levy? Try six!  The seduction begins today as Pepsi NEXT®, the only cola to deliver real cola taste with 60% less sugar, and Levy debut the “Wheel of Levy,” the brand’s latest mission to get America to Drink it to Believe it.  The actor flexes his acting muscles to showcase six versatile personas in hot pursuit of one united goal – to get America to try a Pepsi NEXT – for free.

“I’m excited to show fans a few unexpected sides of myself to help quench their thirst for a great tasting cola with less sugar,” says Levy. “Whether it’s rocking out or fighting bad guys, I’m giving it my all to ensure you won’t be able to resist the unbelievable taste of Pepsi NEXT.”

Simply visit Wheeloflevy.com to spin the “Wheel of Levy,” decide on which Levy compels you to give into the unbelievable taste of Pepsi NEXT and register to receive a 2 Liter of Pepsi NEXT.  And don’t worry; there is a Levy for everyone.

  • Have a chronic thirst? Abide by “Doctor Levy’s” prescription.
  • Distraught over the love triangle in your favorite soap opera/telenovela?  “Romance Levy” will console you with a sip of Pepsi NEXT.
  • Bad guys on your tail? “Action Hero Levy” rescues and refreshes.

Give in to “Doctor Levy,” “Romance Levy,” “Action Hero Levy,” “Rock Star Levy,” “Sci-Fi Levy” and “Theatre Levy” as they put their powers of persuasion to work both in both English and Spanish.

Visit Wheeloflevy.com today because William Levy only has so many Pepsi NEXTs to give.  Afterwards, don’t forget to spread the love with friends on Facebook and Twitter.  William’s feats of acting prowess, along with the unbelievable taste of Pepsi NEXT, are just too good to keep to yourself.  Thirsty for even more Levy?  Find more refreshing fun online and in-store.

Bilingual Advertising Campaign Pepsi Next
Best Latino Advertising Campaigns
How Attached Are Latino Immigrants to Their Native Country?
Hispanics Polled on Love

For additional information visit:

Pepsi NEXT “Wheel of Levy” YouTube Playlist

www.facebook.com/pepsinext

www.twitter.com/pepsinext

Thoughts of the Day

quotes on the internet #funny

quotes on the internet #funny

Carl Jung

Carl Jung

Next Quote? funny inspirational quotes on every post! | Hispanic Acculturation Secrets Unveiled

Pepsi Launches Bilingual Advertising Campaign with William Levy

Following their innovative style of advertising and latest trend of parodies and incorporating Hispanic iconic figures to attract both the General and Hispanic markets, Pepsi launched their latest bilingual advertising campaign for Pepsi Next. But this time there are a few key components that differentiate the campaign. First, they have selected William Levy, a cuban-american soap opera or telenovela actor and model.

This bilingual advertising campaign is Pepsi Next’s largest Hispanic effort to date.

The promotion started on April 22 as Pepsi Next, which the brand says has Pepsi taste with 60% less sugar than regular Pepsi, launched Wheel of Levy, a website which showcases a spinnable wheel with various Levy embodied scenarios as a doctor, a romantic, an action hero, a rock star, a sci-fi character and a theater buff, as well as a question mark and a can of Pepsi Next.

Pepsi and Levy’s goal for the bilingual advertising campaign: to get America to try a Pepsi Next for free.

A total of 400,000 Pepsi Next two-liter bottles will be given away through the promotion that runs until May 20th. The site had “over one million hits/views” in its first day and is available in English and Spanish. Users can change the language in the top right-hand corner.

The bilingual advertising campaign targets both men and women in the 25-to-34 range independently of their being Latino or not.

Pepsi is pushing the promo on Facebook to Pepsi Next’s 148,000 fans and @PepsiNext’s 8,600 followers. The videos also appear in a YouTube playlist with views ranging from 11,000 to 146,000. The bilingual advertising campaign is supported by a TV spot and a paid digital and social buy on Buzzfeed, YouTube and E! online, as well as in-store promotions and TV appearances.

Here is Pepsi’s Press Release:

Actor William Levy Seduces Taste Buds Across America To Try Pepsi NEXT®

SIX SMOOTH-TALKING LEVYS WILL MAKE YOU THIRST FOR REAL COLA TASTE, 60% LESS SUGAR

PURCHASE, N.Y., April 22, 2013 /PRNewswire/ — What works up a thirst more than one William Levy? Try six!  The seduction begins today as Pepsi NEXT®, the only cola to deliver real cola taste with 60% less sugar, and Levy debut the “Wheel of Levy,” the brand’s latest mission to get America to Drink it to Believe it.  The actor flexes his acting muscles to showcase six versatile personas in hot pursuit of one united goal – to get America to try a Pepsi NEXT – for free.

“I’m excited to show fans a few unexpected sides of myself to help quench their thirst for a great tasting cola with less sugar,” says Levy. “Whether it’s rocking out or fighting bad guys, I’m giving it my all to ensure you won’t be able to resist the unbelievable taste of Pepsi NEXT.”

Simply visit Wheeloflevy.com to spin the “Wheel of Levy,” decide on which Levy compels you to give into the unbelievable taste of Pepsi NEXT and register to receive a 2 Liter of Pepsi NEXT.  And don’t worry; there is a Levy for everyone.

  • Have a chronic thirst? Abide by “Doctor Levy’s” prescription.
  • Distraught over the love triangle in your favorite soap opera/telenovela?  “Romance Levy” will console you with a sip of Pepsi NEXT.
  • Bad guys on your tail? “Action Hero Levy” rescues and refreshes.

Give in to “Doctor Levy,” “Romance Levy,” “Action Hero Levy,” “Rock Star Levy,” “Sci-Fi Levy” and “Theatre Levy” as they put their powers of persuasion to work both in both English and Spanish.

Visit Wheeloflevy.com today because William Levy only has so many Pepsi NEXTs to give.  Afterwards, don’t forget to spread the love with friends on Facebook and Twitter.  William’s feats of acting prowess, along with the unbelievable taste of Pepsi NEXT, are just too good to keep to yourself.  Thirsty for even more Levy?  Find more refreshing fun online and in-store.

Bilingual Advertising Campaign Pepsi Next
Best Latino Advertising Campaigns
How Attached Are Latino Immigrants to Their Native Country?
Hispanics Polled on Love

For additional information visit:

Pepsi NEXT “Wheel of Levy” YouTube Playlist

www.facebook.com/pepsinext

www.twitter.com/pepsinext

Thoughts of the Day

quotes on the internet #funny

quotes on the internet #funny

Carl Jung

Carl Jung

Next Quote? funny inspirational quotes on every post! | Hispanic Acculturation Secrets Unveiled

Andy Warhol Famous Campbell’s Soup Cans

Andy Warhol Campbell Soup Tomato

Campbell’sTomato Soup by Andy Warhol – 1968

We dedicate this Friday’s post to an icon: Andy Warhol.

Did you know how he displayed the paintings on his first one-person exhibition? Here it goes.

Andy Warhol’s Campbell’s Soup Cans transformed him into an overnight sensation when they were first exhibited in Los Angeles in 1962.

It was his first one-person exhibition organized by Irving Blum, the legendary and visionary director of the Ferus Gallery.

The exhibition featured thirty-two “portraits” of soup cans, each identical except for the flavor inscribed on their labels.

These revolutionary paintings were displayed on a small narrow shelf that ran along the wall of the gallery in a way that suggested not only a gallery rail but also the long shelves in a grocery store.

With these works, Warhol took on the tradition of still life painting, declaring a familiar household brand of packaged food a legitimate subject in the age of Post-War economic recovery.

the lunatic is in my head

the lunatic is in my head

Next Quote? On the Mobile Marketing Campaign against Drunk Driving Article

Target Latino gives the gift of WOM this holiday season

We, at Target Latino, have decided to spread a little cheer this Holiday Season. And we want to give the gift of recognition and help promote our colleagues that have worked so brilliantly and hard this year to write their great articles on Hispanics / Latinos and, even better, Hispanic marketing.

So, if you would like us to give you this gift, send us your favorite article on Hispanic Marketing, Social Media, Latino life, demographics, anything related to the Latino community along with a short bio (photo, if you want) and we will do the rest!!! We’ll post it, promote it and credit you for being WHO YOU ARE!!!

Thank you for participating and allowing us to give, at least a little, on this Holiday Season!!

May the year that comes be even better than the one we are now!!!

With all the Target Latino love,

Claudia “Havi” Goffan

PS: Please, send us an email via the Target Latino page or via the contact form on the blog and we will reply so you can send us the rest of the materials!!!

never lose your sense of wonder

never lose your sense of wonder

Multicultural Is the New Mainstream

Multicultural is the New Mainstream

Multicultural is the New Mainstream

The U.S. population is becoming increasingly diverse, and while statistics aren’t really necessary to confirm the obvious, the soon-to-be-released 2010 U.S. Census figures likely will support the multicultural boom over the past decade.  Last week, national advertisers and marketers convened at a conference to discuss the implications of today’s broad and progressively more complex marketplace.  Identifying “best practices” for communicating with multicultural consumers, some presenters indicated that a singular insight focused on commonalities between cultural segments should drive marketing strategy; however, the voice of Hispanic-specialized agencies, the Association of Hispanic Advertising Agencies (AHAA), disagrees with this one-size-fits-all approach.

“Trying to be all things to all consumers not only waters down the communication but also waters down the results,” says Jessica Pantanini, AHAA chair and COO of Bromley Communications.  “The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication.  It’s more impactful than mass marketing as evidenced by the obvious success of digital and social interactive media.  The growing diversity of the country requires even more insight and understanding of the cultural and ethnic nuances and differences that drive behavior and purchase, and connect with consumers in a unique way.”

AHAA is concerned that advertisers’ request for a holistic approach to marketing and advertising to all segments and the need for a single voice is possibly being misinterpreted to minimize the need for targeted and highly specialized communication. This type of cross-cultural approach lacks insight and understanding critical to the effectiveness of the strategy.  “If one-size-fits-all worked, then fashion designers would have it easy,” Pantanini says.  “Manufacturing costs would go way down, savings could be passed to the consumer and profitability would increase.  It’s great in theory, but it just doesn’t work in the marketplace.

The journey of a Latina Millennial mom is one example.  Her experience is very different from other cultures.  Rather than being the child who was given a trophy for every activity, which would lead her to become more ‘me’ focused; it was the hard work of her parents and the respect that she has for them that has driven her to succeed.

So, while the general market, cross-cultural approach might consider ‘me’-focused behavior the point of convergence for all Millenial moms and therefore execute one communication strategy, the approach won’t resonate with the Latina mom.  In fact, the more inspirational way of talking to Millennials may just be through the Latina insight.  “The goal should be to bring the insight to the strategy, and if the granularity demands a separate communication, so be it,” Pantanini says.  “If not, fine; but the cultural sensitivity must be part of the strategy.

“The U.S. is a salad bowl and not a mixing bowl.  Multicultural consumers are blended into the population but they retain their own unique cultural traits, behaviors and innate desires that influence their responses, purchasing and loyalty.  To ignore this in the name of cost-cutting and consolidation or leaving it to the agencies to figure it out will impact negatively advertisers’ return on investments.”

Multicultural Marketing

Multicultural Marketing

Inclusion, AHAA agrees with advertisers, is the answer; however, it requires bringing Hispanic-market or multicultural specialists in at the beginning of the marketing planning process as strategic thinkers and not just tactical implementers.  Consumer connection and cultural insight is integral to the strategy and helps build the bottom line for brands.

Savvy marketers like General Mills, McDonalds and Time Inc., understand the value of cultural marketing specialists and targeted communication, and have the profits to show for their decisions. Rudy Rodriguez, director, Multicultural Marketing for General Mills says the focus on Hispanic and African American market segments has driven growth for many of the company’s brands.  The packaged food manufacturer has increased investments in these segments progressively over the past four years and Rodriguez says they will continue to invest heavily.

AHAA agrees that the best marketing ideas should win clients’ approval, but the effectiveness of any agency — specialized or general market — relies on an environment conducive to the exchange of information and support for great ideas no matter where they emanate.  Unfortunately, some advertisers may be misguided in the approach and strategies that will achieve bottom line profits when reaching and connecting with multicultural consumers.  Targeted communication, rather than one-size-fits-all marketing, really works.  Finding a successful partnership with a quality Hispanic-specialized expert agency delivers results.

 

So very true

So very true

 

SOURCE Association of Hispanic Advertising Agencies

Wendy’s Launches Hispanic Campaign

Wendy's hispanic campaign launched

Wendy’s Launches Campaign for Hispanic Consumer Market

Wendy’s International, Inc. is rolling out a new series of television and radio commercials targeting the U.S. Hispanic market.

Themed “Sabor de Verdad,” roughly translating to “Real Taste,” the Spanish-language campaign is the first Wendy’s effort from WPP Group’s Miami-based The Bravo Group, which was chosen by the QSR in August as its new Hispanic agency of record.

Timed to coincide with Wendy’s expansion of its 99-cent Everyday Value Menu offerings, the campaign positions Wendy’s as the solution for Hispanic consumers looking to satisfy their “antojos,” or taste cravings, with quality food at affordable prices.

The campaign, which starts Nov. 1 and will run through year-end, will include a series of TV spots airing on national network and cable and local spot TV, plus local radio efforts run at the discretion of individual markets. Some of the television media being employed are Univision, Telefutura, Galavision, Telemundo, mun2, Estrella, TVAztecaAmerica, Discovery en Español, MTVTr3s, Fox Sports en Español and ESPN Deporte. Wendy’s Hispanic media planning and buying continue to be handled by MediaVest and MV42.

The campaign centers on a Hispanic couple, “Cesar and Gabriela.” In the first TV spot, they are seen ordering from the value menu at a Wendy’s drive-through. After Cesar orders a “papapolloguesa,” which Gabriela doesn’t recognize on the menu, it becomes clear that he has combined three products into one: baked potato, Crispy Chicken Sandwich and Double Stack burger.

The current efforts do not include digital/social media support. New Hispanic creative will roll out in 2011, according to Wendy’s and Bravo Group, which is working with Wendy’s general-market agency of record, Kaplan Thaler Group, to ensure that efforts both resonate with Hispanics and are integrated into the brand’s overall marketing and positioning.

“Sabor de Verdad” will serve as a platform for a long-term campaign in which Wendy’s will seek to “build faith” with its growing Hispanic consumer base by delivering on its goal of being “the real choice in fast food,” summed up Wendy’s SVP brand marketing Bob Holtcamp.

Nielsen shows Wendy’s having spent $25 million in major Hispanic media last year and $8 million during first-half 2010, according to Brandweek.

Wendy’s is far from alone: Many QSRs, including Burger King and Carl’s Jr., are beefing up Hispanic marketing. Hispanics have become the most important U.S. demographic growth-driver for restaurants, as well as food and beverage makers, according to Latinum Network market research.

While they are spending more than the general population on food consumed at home, they are also eating out more in both fast-food and full-service restaurants, even as other segments are cutting back on restaurant expenditures. Hispanics also are increasingly likely to eat out during the work day, offering breakfast and lunch opportunities for QSRs and other restaurant formats.

Moreover, Hispanics, African-Americans and Asian-Americans tend to originate food and cultural trends subsequently adopted by the general market. This dynamic has caused McDonald’s, which has been running minority-specific marketing campaigns for more than three decades, to employ insights about minority group preferences to help shape menu selections and advertising efforts intended for general-market consumption, reports Bloomberg BusinessWeek.

let your imagination go

let your imagination go