Aflac Launches ‘Soccer’ – Its 8th New Television Ad for 2009

National Campaign Focuses on Family and Financial Security

Aflac launches TV commercial for Hispanics

Aflac launches TV commercial for Hispanics

Aflac today unveiled its eighth new television commercial of 2009, titled “Soccer.” This commercial showcases the Aflac Duck as the web-footed star of the team, who helps provide a solid defense against unexpected medical bills. “Soccer” will debut on August 24, running nationally on CBS, ABC, FOX, NBC, CNN, CNBC, Discover Channel, USA, Headline News and the History Channel.

Aflac Launches ‘Soccer’ – Its Eighth New Television Ad for 2009

“Soccer” presents two mothers, one of whom is using crutches, chatting about insurance while watching their kids play soccer. Soaring acrobatically in and out of frame, the Aflac Duck protects the mothers from harm while letting them know that it is Aflac that pays cash when someone is sick or hurt.

After bending one like Beckham to score a gravity-defying goal, the Aflac Duck celebrates with a victory dance while singing “Aflac, Aflac, Aflaaaac,” much to the surprise of one familiar fan.

“Aflac protects families during uncertain times and ‘Soccer’ drives that point home in a way that will resonate with consumers,” Jeff Charney, Aflac senior vice president and chief marketing officer (CMO) said. “We combined the classic family activity — the Saturday morning soccer game — with the Aflac Duck’s unmatched brand of humor, to effectively remind people that Aflac has you under our wing.”

This is the 46th commercial starring the Aflac Duck and marks the first time Aflac has introduced eight television ads in a single year. The corporate spokesduck is a well-known fundraiser for pediatric cancer-related causes and was named to the Advertising Walk of Fame in 2004. On January 1, 2010, the Aflac Duck will mark its 10th birthday as the company celebrates its 55th year serving American consumers.

Source: Aflac

GOT MILK? Summer Milkshake Recipes

GOT MILK? Partners with Acclaimed BLD Pastry Chef to Share Summer Milkshake Recipes

Personality in a cup - New Hispanic flavors

Personality in a cup – New Hispanic flavors

There’s a saying that you could tell people’s personalities based on the types of drink they enjoy. A person who likes a chocolaty beverage, for example, could be described as sweet and indulgent, while someone who likes fruity drinks could be described as carefree and fun. Pastry Chef Mariah Swan of Los Angeles-based BLD & Grace Restaurants says the same could be said for those who enjoy milkshakes. Just in time for summer parties and socials, Swan and BLD have partnered with the California Milk Processor Board (CMPB), the creator of GOT MILK? to share delicious, decadent and whimsical milkshake recipes for treat-lovers to enjoy during the hot days of the season.

“Milk is not only a healthy beverage, it’s also the base for many fun drinks like milkshakes,” says Swan, a graduate of the California School of Culinary Arts and a pastry chef at BLD for two-and-a-half years. “Drinking a milkshake brings out the kid in everyone, but each flavor highlights a person’s personality.”

GOT MILK? Summer Milkshake Recipes

Available exclusively on www.gotmilk.com/recipes, Swan has created summer milkshake recipes for those who cannot resist this good old-fashioned treat. She features one-of-a-kind milkshakes in her menu, each carefully created to bring out a unique personality. They include:

1) Blueberry Malt Milkshake – blueberry, a typical summertime fruit combined with milk and vanilla ice cream for people who are jovial and who like an unexpected twist in their drink

2) Frozen Mexican Chocolate – a decadent drink blending cocoa powder, milk, cinnamon and brownies on ice for those who do not know the word “compromise”

3) Salted Caramel Milkshake – a treat consisting of milk, vanilla ice cream, caramel sauce and salt topped with whipped cream for people who consider themselves sassy and sweet

“These milkshakes are more than a treat,” says CMPB Executive Director Steve James. “They’re an absolute delight for kids of all ages. This milkshake program is one of the ways the CMPB hopes to educate consumers about the many creative ways they can incorporate milk in their diets.”

To also catch the favorite milkshake recipes of various political, entertainment and sports personalities that include San Francisco Mayor Gavin Newsom, Sacramento Mayor Kevin Johnson, Los Angeles City Council President Eric Garcetti, High School Musical and Dancing with the Stars Personality Monique Coleman and San Diego Padre slugger Adrian Gonzalez, please log on to www.gotmilk.com/recipes.

Source: California Milk Processor Board

Seventeen Magazine and Bank of America Partner To Reveal Teens’ Anxieties About the Economy

Results give key insight into teens and their money worries

Latina Teens

Latina Teens

As back-to-school approaches, teens have lots on their minds – from classes to social calendars. If that weren’t enough, teens – especially girls — are also stressed out about the economy and money matters, according to a new survey from Seventeen magazine and Bank of America that explores teens’ saving and spending habits.

Most teens are stressed about money, but teen girls are feeling slightly more anxious in today’s climate than boys, with more than eight in ten girls (85%) saying they’re worried about the economy, vs. 75% of teen boys. And nearly nine of ten girls (88%) say they’re fretting about money, vs. 82% of teen boys, according to the survey.

Girls’ fears range from not having enough cash to pay for things they want — like lip gloss and mini dresses — to how to pay for college, to having money to hang out with friends. Teen girls are more likely to be stressed about college funding than teen boys, with more than two-thirds of girls (69%) saying they’re frazzled about paying for education costs, vs. 59% of teen boys.

“Teens are largely recession-proof. They are still buying clothes, beauty products and entertainment. But they can’t avoid the larger cultural anxiety about the economy,” says Seventeen editor-in-chief Ann Shoket. “It’s our job to calm their fears and help them to make smart decisions about their money so they can grow into fiscally responsible adults.”

Two out of three girls say they save some cash, but admit it’s not enough, according to the survey. Girls also say they’re better at spending than stashing, and only one in three (34%) believe they’re in total control of their finances. The Seventeen magazine and Bank of America survey also revealed that when given a choice, teen girls are more likely to choose fun over finances. Notably, if given $100 for their birthday, 55% of teen girls say they would spend it on clothes, while 45% would save it for college.

Regardless of financial anxieties, the large majority of teen girls (76%) are still optimistic about their future and their ability to support themselves as adults. More than eight in ten girls (82%) think they’ll be better off than their parents some day. Nearly two-thirds (64%) of girls says they’d rather have a career that makes a difference over one that makes a lot of money.

“Teen attitudes about spending and saving mirror what all consumers are feeling,” says Beverly Ladley, Customer Strategy Executive at Bank of America. “While their parents still largely support them, teens are interested in learning how to become more financially independent and make smarter decisions about money — and we have the opportunity to help them.”

Other findings from the survey:

  • Nearly half (45%) of teens say their parents are worrying/fighting about money more often lately.
  • Four in 10 teens (38%) have had to alter their college plans in some way because of the current economic downturn, while one in five have had to either go with their second choice of because of cost or attend a state school instead of a private one in order to save money.
  • A large portion of teens have changed their spending habits as a result of the economy (65%); this is especially true among Hispanic teens (75%).

Methodology:

The research, conducted in April, surveyed 2,000 teens in the U.S. ages 16 to 21.

ABOUT SEVENTEEN:

Seventeen reaches more than 13 million readers every month and is today’s largest selling teen beauty and fashion magazine. Seventeen is published by Hearst Magazines, a unit of Hearst Corporation (www.hearst.com) and one of the world’s largest publishers of monthly magazines, with a total of 19 U.S. titles and nearly 200 international editions. Hearst Magazines reaches more adults in the U.S. than any other publisher of monthly magazines (73.4 million according to MRI, fall 2006). The company also publishes 19 magazines in the United Kingdom through its wholly owned subsidiary, The National Magazine Company Limited.

ABOUT BANK OF AMERICA:

Bank of America is one of the world’s largest financial institutions, serving approximately 55 million consumer and small business relationships with more than 6,100 retail banking offices, more than 18,500 ATMs and award-winning online banking with nearly 30 million active users. Bank of America offers industry-leading support to more than 4 million small business owners through a suite of innovative, easy-to-use online products and services. Bank of America is among the world’s leading wealth management companies and serves clients in more than 150 countries.

Source: Hearst Magazines

Honoring Judge Sonia Sotomayor a new line of products

I am a Wise Latina Too!

I am a Wise Latina Too!

A line of products to celebrate the historic Confirmation of Judge Sonia Sotomayor to the Supreme Court

New York, August 7th – Cristina Mella, the entrepreneur and founder of Cristina Mella-Latino Living has launched a line of products honoring Judge Sonia Sotomayor and her historic confirmation to the Supreme Court of the United States. All products (from T-Shirts and coffee mugs to greeting cards and small gifts) are designed with the logo I am a Wise Latina Too!

“My goal is to recognize the amazing achievement of Judge Sonia Sotomayor and to provide Latinas with a line of stylish and colorful everyday products and accessories to show their Latin pride” explains Latino Living founder Cristina Mella. “I think that ‘Wise Latina’ is a sentence that resonates with many Latin women because in our culture Wise or Sabia implies a richness of life experiences and a way of seeing life” – continued Cristina Mella.

All I am a Wise Latina Too! products are available online at http://www.wiselatinatoo.com

About Cristina Mella-Latino Living

A native of Spain living in New York for the last twenty years, Cristina Mella is a Home and Lifestyle specialist with a Latin heart, an American mind and a European touch. Cristina appears regularly on TV, radio and print as a lifestyle personality sharing tips and practical advice and inspiring Latin families to live their best lives in the USA. Cristina is also the founder and creative director of Cristina Mella-LatinoLiving (http://www.cristinamella.com), a high-traffic blog with a contemporary look serving a daily dose of inspiring ideas and affordable solutions.

Source: Cristina Mella, Founder and Managing Director Cristina Mella-Latino Living, +1-914-630-4935 (office), info@cristinamella.com

Targeting Latin Americans

Wyncrest’s Insurance and Financial Division to Rapidly Expand Into Latin American Market

The Wyncrest Group, Inc., a niche insurance consortium, announces its position to rapidly enter the Latin American market. Wyncrest’s pending acquisition of Florida Insurance Consulting Inc. will provide an important key to our growth in the Latin American markets. With the huge growth of the Spanish speaking population in the U.S., many markets are underrepresented and many families and businesses need an insurance and financial services provider.

As recently stated in our previous press release, Southwest Financial Group has been in talks with other Insurance and Financial services companies in Broward Country, Florida that could bring the number of agents in Florida to well over one hundred. This company is also doing roughly $120,000,000.00 in premium insurance and financial sales per year. The company hopes to continue its efforts in recruiting agents and associates from strong family backgrounds with ties to the Latin American communities, Cuba and elsewhere in the Caribbean, as well as South America.

Keith Lanzara, President of the Wyncrest Group, pointed out, “America is more Latin than ever before, and the language and cultural differences that exist must be overcome if Wyncrest Group’s growth strategy in the Latin insurance industry is to be successful. Wyncrest Group’s subsidiary Southwest Financial Group welcomes the opportunity to form synergies with Florida Insurance Consulting and to develop additional business in the Latin American community.”

Targeting Latin Americans

This demographic seems to be the most sought after by insurers. Hispanics represent the largest minority group in the United States with 44.3 million or 14.8% of the population. Latin Americans are also the fastest growing minority group and account for nearly half (1.4 million) the national population growth from 2005 to 2006. In U.S. history, there has never been an immigrant group that has grown to its current size while continuing to maintain its language, cultural values and traditions This makes Latin Americans a sizeable target for marketers in all industries.

The relatively young Hispanic population, entering the workforce for the first time or moving up their individual career ladders, are seeking additional gains in buying power. This will be even more important in this decade than in the 1990s. The increasing number of Latin Americans who have successfully started and expanded their own businesses is another potent force powering the growth of this consumer market, as evidenced by the 1.2 million Hispanic-owned firms in the U.S.

Health insurance providers and hospitals have traveled online to help build their brands with Latino audiences. At the same time tax preparation and accounting services continues to grow when it comes to the total dollars invested in Spanish-language media.

Source: Wyncrest

Walden University Launches Online Degree in Spanish

Extends access to higher education for Spanish-dominant adults. Walden University Launches Degree Taught in Spanish, Delivered Online; Offers Tuition Success Award

MINNEAPOLIS, July 29 /PRNewswire/ –Walden University has launched an online B.S. in Business Administration degree taught in Spanish with the option to learn English. The curriculum is fully delivered in Spanish, and is supported by a full suite of Spanish-language services. Walden’s program is designed to serve those for whom the English-language barrier is an obstacle to a degree from an accredited U.S. university.

Census data show that one-half of the foreign-born population of the United States is Hispanic. Members of the Hispanic community are, in particular, expected to benefit from this program offering.

“The segment of the Latino population that prefers learning and communicating in Spanish has not been well served by U.S. higher education institutions,” said Dr. Ivonne Chirino-Klevans, director of the Spanish-language B.S. in Business Administration program at Walden University. “Walden’s degree program removes the language obstacles preventing many eligible Hispanics from earning a degree. College ready, Spanish-dominant individuals now have a greater opportunity to improve their lives and advance their careers.”

To help provide an opportunity for all eligible students to pursue a degree, Walden has announced it will offer a Walden University Academic Success Award. Open to all students enrolled in the Bachelor of Science in Business Administration program (taught in Spanish with the option to learn English), this award can provide a 15 percent tuition reduction, which equates to between $6,000 and $6,750 over the life of the program*.

Walden’s bachelor’s program provides a full suite of Spanish-language support services, including enrollment and academic advising, writing assistance, tutoring, library resources, technical support, financial and personal counseling, and career services. For those students who want to become English-proficient, Walden offers an optional English-language component (ESL). With the ESL component, students can learn English while earning their degree, and eventually may become eligible to transfer into Walden’s English-language B.S. in Business Administration program. Regardless of the path students choose, upon graduation and with demonstrated proficiency, they may be able to enter Walden’s M.B.A. program.

The program combines academic theory with practical application. The Spanish-language program is designed to achieve the same outcomes as Walden’s English-language B.S. in Business Administration program and prepares students for real-world jobs in a global economy. For example, students will learn how to apply basic business principles to solve problems and leverage domestic and global opportunities; how to use critical thinking and business application skills to make strategic business decisions; how to evaluate the use of technology in a competitive global economy; and how to work effectively across cultures.

Students in the program will communicate in Spanish with other students and faculty members to exchange ideas; discuss key concepts, theories, and issues; practice new skills and strategies; and apply new knowledge to prior experiences.

Walden has long been a champion of the Latino community. In April 2009 The Hispanic Outlook in Higher Educationmagazine ranked Walden University No. 12 on its list of the top 25 colleges and universities with the largest Hispanic graduate student enrollment. The program, targeted to meet the specific and unique needs of the Latino community, is based in Walden’s College of Management and Technology. For the second year in a row, Walden was listed as having the No. 4 largest online graduate management program by enrollment by U.S. News & World Report. Walden is also a part of the Laureate International Universities network, with sister universities located across eight countries in Latin America.

For more informationabout Walden University’s B.S. in Business Administration (taught in Spanish with the option to learn English), visit www.licenciatura.waldenu.edu.

*Award, tuition and fees are for the 2009 – 2010 academic year and are subject to change. The total award amount is dependent upon each student’s transfer of credits and prior learning assessment totals. This award cannot be combined with any other Walden scholarship or tuition reduction offer. Not valid to Tennessee residents.

About Walden University

Since 1970, Walden University has supported working professionals in achieving their academic goals and making a greater impact in their professions and their communities. Today, more than 33,000 students from all 50 states and more than 90 countries are pursuing their bachelor’s, master’s, or doctoral degrees at Walden. The university provides students with an engaging educational experience that connects them with expert faculty and peers around the world. Walden is the flagship online university in the Laureate International Universities network–a global network of 45 online and campus-based universities in 20 countries.

Walden offers more than 36 degree programs with more than 140 specializations and concentrations. Areas of study include: health sciences, counseling, human services, management, psychology, education, public health, nursing, public administration, technology and engineering.

For more information, visit www.WaldenU.edu. Walden University is accredited by The Higher Learning Commission and a member of the North Central Association, www.ncahlc.org.

Source: Walden University

Mundet, the Wonderful Apple Soft Drink Centenario Promotion

Mundet announces the first winner of its national Centenario promotion — Julissa from Calexico, California. This contest commemorates the 100+- year heritage of Mundet, offering exciting prizes under special gold bottlecaps that can be found on Mundet Manzana Verde (Green Apple) and Sidral (Original Red Apple) Mundet bottles.

Mundet, the delicious apple-based soft drink which has been a part of the Mexican heritage since the early 20th century, is celebrating its 100+-year heritage with an exciting Centenario promotion. Consumers have the opportunity to win exciting instant-win prizes located under special gold bottlecaps found on Mundet Green Apple and Sidral Mundet glass bottles. The grand prizes are Centenarios, Mexican bullion coins created in 1921 to honor the 100-year anniversary of Mexico’s independence from Spain, with an approximate value of $1,500 each. Additional prizes include T-shirts and teddy bears.

The first Centenario prize winner was Julissa from Calexico, CA. The Centenario promotion is national in scope. Consumers still have a chance to win prizes, including more Centenario coins, because the promotion is scheduled to run through May, 2010, or until all prizes are awarded.

Mundet soft drinks are known for their unique and delicious real-apple flavor. Sidral Mundet does not contain any flavoring (natural or artificial), since its unique flavor comes from real apples. Mundet is popular with adults and children, and is considered by many to have health benefits due to its pasteurization process and since it does not contain caffeine. Many Mexican mothers use Mundet as a hydration fluid for their children.

Since 1988, Mundet soft drinks have been distributed in the United States exclusively by Novamex (www.novamex.com). Mundet is currently one of the best-selling Mexican soft drinks in the US. Novamex is a leader in the marketing and distribution of authentic Mexican products in the United States, including Jarritos, Mineragua and Mundet, delicious soft drinks with the great authentic flavor of Mexico. In additional to product sales, marketing and distribution, Novamex provides educational and sports opportunities to children and youth in high-Hispanic markets throughout the United States, and assists hundreds of churches and non-profit organizations through the donation of soft drinks that can be sold for fundraising purposes.
Source: Mundet

New Financial Services Hispanic Marketing Campaign

Fifth Third Bank (Nasdaq: FITB), a diversified financial services company headquartered in Cincinnati, OH, announced this week the launch of its new financial services Hispanic marketing campaign tailored for the growing Hispanic population. The campaign entitled “Las cosas que hacemos por los suenos,” or “The Things We Do for Dreams,” seeks to expand the Bank’s positioning as a trusted financial partner for Hispanics. The creative executions show variations of the “American Dream” such as owning a home or taking a family vacation, along with the Bank’s tips regarding how to make those dreams a reality through proper financial planning.

The campaign began running in April and will appear throughout the year in markets that are part of the Bank’s footprint: Chicago, Orlando, Tampa, Ft. Myers, Naples, Grand Rapids, and Indianapolis. The ads will run in radio, print, Out of Home and online in Spanish language media. Part of the campaign will also be a series of financial workshops and television vignettes providing tips on how to best handle one’s finances during the current economic climate and beyond. A comprehensive public relations push will support all initiatives.

Why a New Financial Services Hispanic Marketing Campaign

“The Hispanic market is a key growth segment for Fifth Third Bank. The goal with this campaign is to inform Hispanic customers about the best ways to keep their finances healthy and growing so they can make their dreams a reality,” said Larry S. Magnesen, Senior Vice President and Chief Marketing Officer.

“Fifth Third Bank just celebrated its 150th anniversary, a testament to the Bank’s strength and heritage. Our campaign seeks to couple that message of trust with a personal connection around Latino insights. At the end, the goal is simple: to get them to see Fifth Third as a partner they can trust,” commented Catherine Nunez Account Director at the vox collective, the full service advertising agency Fifth Third Bank is partnering with for many of its multicultural initiatives.

The campaign pieces can be viewed at: www.thevoxcollective.com/fifththirdbank

Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $119 billion in assets, operates 16 affiliates with 1,318 full-service Banking Centers, including 99 Bank Mart(R) locations open seven days a week inside select grocery stores and 2,354 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Investment Advisors. Fifth Third also has a 49% interest in Fifth Third Processing Solutions, LLC. Fifth Third is among the largest money managers in the Midwest and, as of March 31, 2009, had $166 billion in assets under care, of which it managed $23 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at www.53.com. Fifth Third’s common stock is traded on the NASDAQ(R) National Global Select Market under the symbol “FITB.” Fifth Third Bank, Member FDIC.
Source: Fifth Third Bancorp

Health advertising campaigns by Kaiser Permanente

Kaiser Permanente Continues to Spread Health With New Health Advertising Campaigns

Thrivecampaign reflects diverse communities; focuses on health advocacy and quality

Kaiser Permanente is adding two new television commercials to its Thrive advertising campaign this month. The 30-second ads, titled “Mural” and “Kabuki,” reinforce Kaiser Permanente’s commitment to the communities it serves, as well as the organization’s dedication to helping its members achieve total health.

Mural, the first of the health advertising campaigns

“Mural,” a bilingual commercial featuring Latin music, tells a story of young artists in an urban neighborhood who start with a polluted environment, and create a beautiful mural of a park with a farmers market and a soccer field, demonstrating how healthy environments play an instrumental role in total health and wellness. Using a technique that water-washes a stencil pattern onto a dirty wall, the patterned scene comes to life as the spot closes with the words, “Imagine Health. Kaiser Permanente. Viva Bien.”

Kabuki, the second of the health advertising campaigns

“Kabuki,” a musical-themed ad, showcases an actual Kaiser Permanente health team and employs techniques derived from the ancient art form of Kabuki, a type of Japanese dance-drama. The “Kabuki” spot includes two Southern California doctors, Bob Sallis, MD, and Tad Funahashi, MD, along with Daniella Gerber, education and research clerk, Jim Warmington, pharmacy services manager, Lynn Owens, RN, and Norma Aguilar, medical assistant. The overarching Thrive message is, “You and your Kaiser Permanente team. Together, you rock.”

“‘Mural’ and ‘Kabuki’ continue to expand on Kaiser Permanente’s message of total health,” said Debbie Cantu, vice president of brand marketing and advertising for Kaiser Permanente. “With ‘Mural’ we showcase the importance of community partnerships to create healthier communities and with ‘Kabuki,’ we highlight the benefits of an integrated health care system, where all caregivers are connected with each other as well as with patients. We are proud to emphasize our commitment to healthier communities and comprehensive, coordinated care to promote a culture of wellness–Kaiser Permanente’s point of differentiation.”

The $50-million, multi-year Thrive Campaign was created in partnership with Warren, Michigan-based advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the rollout of the first Thrive ads in 2004, and its sister agency Accentmarketing, headquartered in Miami, which specializes in the Hispanic market.

“The most interesting aspect of the ‘Kabuki’ spot is the real Kaiser Permanente medical professionals who perform the Kabuki dance in the finale,” said Campbell-Ewald Agency Creative Director, Neville Anderson. “Just as in real life, you can count on every member of the Kaiser Permanente team to work in unison to provide completely integrated care for each patient.”

“Kabuki” will run in California, Oregon/Washington, Colorado (Southern),Hawaii and Georgia. “Mural” will be shown in California,Oregon/Washington and Colorado (Denver).

Source: Red Orbit

Publix tries to appeal to Hispanic market in Georgia

Hispanic buying power in Georgia has grown by 1037% since 1990, No wonder Publix tries to appeal to Hispanic market in Georgia!

Norcross store gets makeover with focus on items from Mexico

“Do you have the sombrero? Has it arrived yet?”

It’s not the kind of question a grocery store manager overseeing the final details of a renovation would normally expect from a contractor. But for Marco Guillen, it’s just all in a day’s work.

Guillen is the point man on Publix Super Markets newest experiment — the first store outside of the company’s home turf in Florida designed to appeal to Hispanic shoppers.

The store, located in a heavily Hispanic neighborhood that Census records show is predominantly Mexican in origin, features bilingual signs and shelves stocked with more than 1,500 new Mexican and Central American items brought into the store in recent months.

Where Hispanic foods were once isolated in a single aisle, they’re now spread throughout the store. Dried guajillo chiles are piled up in a box in the produce section. Jarritos soft drinks take up shelf space near Coke and Pepsi products. Foca powder detergent is near the Tide. Colorful pinatas are scattered throughout.

“We really had to go out and challenge our suppliers to go out and get us items that are traditionally Mexican. Not Mexican-American, but Mexican,” said the company’s Atlanta spokeswoman, Brenda Reid.

The store also features a salsa bar, deli items meant to appeal to the Hispanic palate and an expanded number of Western Union terminals, popular with Hispanic immigrants sending money home. About half of its employees are bilingual, recruited from Publix stores all over metro Atlanta, Reid said.

The store has been slowly rolling out the changes for months. It formally debuts Thursday with a grand opening featuring a mariachi band and other festivities.

The effort is rooted in rising Hispanic buying power and increasing competition from ethnic groceries that cater to the fast-growing Hispanic and Asian communities, Reid said.

Hispanic buying power in Georgia has grown by 1037 percent since 1990, outstripping the 194 percent growth for the overall market by more than five times, according to the Selig Center for Economic Growth at the University of Georgia.

Hispanics now account for 5.1 percent of Georgia’s buying power and are projected to outpace the growth by all other ethnic groups, according to the center.

A spokesman for Kroger, metro Atlanta’s leading grocer, said his company hasn’t explicity labeled any one store to appeal to a specific demographic. But Glynn Jenkins said the company adjusts each store’s product mix to appeal to local tastes.

Publix tries to appeal to Hispanic market in Georgia

Guillen said the changes at his store have gone over well with both Hispanic and non-Hispanic customers. The store’s bright new color palette and the fact that the store only eliminated a handful of unpopular items to make way for its new Hispanic product mix continues to bring in customers of all stripes, he said.

Source: The Atlanta Journal-Constitution – Michael Pearson