by Claudia Havi Goffan
Hispanic Advertising is about connecting with the U.S. Hispanic Consumer and their real-life experiences and, sometimes, it is simpler than imagined. Learn how Oreo reached the Hispanic Consumer with this outstanding campaign.
In my everyday life, I pay attention to advertisements—I simply love them. No matter where they are—TV, magazines, newspapers and even billboards—I can’t get enough of them. The one exception is Internet ads. They have to be extraordinary to capture my attention as a marketer. Companies are just simply not investing enough creativity on them yet. As a Hispanic marketer and a Latino woman, my heart melts when I realize a company has made “the” total connection with the Hispanic consumer. A great example is this magazine ad that Nabisco produced for its Oreo brand.
It features a dad, a child, an Oreo cookie with the caption: “Dad learns to eat Oreos from me.”
Hispanic children, either born in the U.S. or abroad, are exposed to many experiences that their non- or semi-acculturated parents may never experience, unless it’s through them. So, how do you think a Hispanic dad will learn to eat an Oreo the American way?
That’s why this ad works. There are no stereotypes. There is only a human truth.