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Hispanic Marketing: 5 Facts About the U.S. Hispanic Population Every Entrepreneur Should Know 

By Mario Xavier Carrasco

 As an entrepreneur that keeps track of the pulse of consumer demographics, I’m sure you have already heard the hype surrounding the Hispanic market. It was inescapable after the 2012 election results came out with Obama winning 71% of the Hispanic vote, arguably becoming one of the most important demographics in the election results.

So without furthering the hype, what does this mean for you as an entrepreneur? Derived from extensive Hispanic research panel studies and panel, check out these 5 facts that may make you rethink your next product or service offering:

1. Hispanics comprise 16% of the U.S. population

Fifty-two million is the estimated Hispanic population of the United States as of July 1, 2011, making people of Hispanic origin the nation’s largest ethnic or race minority, according to the Census Bureau.  So what does that mean to you as an entrepreneur? If your product or service is not “Hispanic-friendly,” you are losing a big piece of the pie. How big you ask?

2. Hispanic buying power is worth $1 trillion

The Hispanic population is expected to grow another 50% to $1.5 trillion in the next 5 years, according to a new Nielsen report. It also found that Latino households earning more than $50,000 are projected to grow at a faster rate than the total number of households.

I thought that number would grab your attention, but maybe you are still unimpressed because you are an entrepreneur that focuses on B2B sales; not B2C sales. The next figure may interest you, then.

3. Hispanic-owned business generated $350.7 billion in receipts

According to the American Immigration Council, “Latino-owned businesses had sales and receipts of $350.7 billion” in 2007. This is up 55.5% from 2002. So, B2B entrepreneurs, you can’t ignore the Hispanic market either. Are you an entrepreneur going after a younger market? You should be paying to the Hispanic population too — for the following reason.

4. 27-years-old was the median age of the Hispanic population in 2012

This compared with 36.9 years for the population as a whole.  So, if your product or service is going after a younger demographic, you better make sure you are thinking of the Hispanic population. If your product or service is going after an even younger demographic, you better listen up as well.

5. 26% percent of children younger than 5 are Hispanic

All in all, Hispanics comprise 22% of children younger than 18. Thinking of releasing the next slinky? Make sure you have the Hispanic population in mind.


Mario Xavier Carrasco is the co-Founder of ThinkNow Research, a full service Hispanic market research agency. He is an accomplished entrepreneur and a Hispanic market research expert. His blog has been featured on Huffington Post, Hispanic Business, and Quirks Market Research directory.




8 Social Media Strategies to Engage Multicultural Consumers 

By Jessica Faye Carter

Recently, more companies than ever have begun using social media to reach multicultural consumers. If you’re wondering what’s behind the trend, it stems (in part) from a recognition of the size and economic clout of multicultural groups — now about 34% of the U.S. population, with an estimated spending power of over $2 trillion.

“I think companies are turning to social media specifically to target ‘multicultural’ consumers because they’re beginning to recognize this audience’s large influence in the social media sphere,” said Christine Huang, Head of Cultural Trends at GlobalHue, a top multicultural advertising agency. She notes that recent research from Pew Internet and Mintel confirm this emerging influence.

For companies, multicultural social media campaigns provide other benefits. They are less expensive than traditional marketing efforts and allow for relative ease in updating and adjusting strategies. They also allow for the micro-targeting of specific co-cultures within diverse communities, so that companies can move beyond strategies targeting Blacks, Asians, Latinos, or Native Americans generally, and specifically engage the co-communities that exist within these groups, such as Africans, Brazilians, South Koreans, Indians, Puerto Ricans, or indigenous peoples.

Companies looking for new sources of revenue might consider that multicultural markets are part of the The Long Tail — the sizeable number of diverse and profitable niche markets often untapped by companies. Nichelle Stephens, editor of, a social networking site for African-American women, sees it this way: “Reaching out to diverse groups is like a remix of the Long Tail Theory… it’s about big brands marketing to niche groups.”

For companies and organizations looking for ways to connect with multicultural consumers, below are eight strategies for engagement that can help you develop and deploy an effective multicultural — or other niche — social media campaign.

1. Include Multicultural in Your Larger Marketing Strategy

Instead of developing multicultural social media campaigns on a one-off basis, make them part of your larger marketing strategy. American Airlines’ launch of, a travel site geared toward Black travelers, is an example of this kind of effort. The decision to launch the site “was directly aligned with our social media and diverse segment marketing strategies,” said Stacey F. Frantz, Director, Corporate Communications for American Airlines.

“At American, we market not only to business passengers, frequent travelers, [and] leisure travelers, but also to what we call diverse segments, which have unique cultural or group dynamics,” explained Frantz. “This DSM [diverse segment marketing] approach includes the African-American, U.S. Hispanic, LGBT and women segments.  BlackAtlas was a bold play into the African-American segment, and one we’re really pleased to have made based on customer feedback.”

An added benefit of adopting this kind of approach is that your company can share niche social media marketing practices across demographics, so that instead of reinventing the wheel for each new targeted campaign, you can adapt existing best practices from your previous efforts and apply them to new campaigns.

2. Engage Across the Cultural Landscape

It’s a good idea to expand your understanding of other cultures beyond language, music, and cuisine. Develop your niche cultural campaign knowing that there is a full cultural landscape from which you can draw inspiration and material for your social media site. Saskia Sorrosa, Senior Director of Marketing at the NBA, described the importance of understanding the cultural groups themselves.

“Cultural relevancy goes beyond language,” noted Sorrosa. “To be effective in reaching your target, you need to first understand who you are trying to reach, their wants and needs, their social environment, and their consumption patterns. Understanding the cultural landscape will allow you to better define what your brand or product needs to look like to appeal to your target.”

Companies should also be aware that consumers often have a certain comfort level toggling between different cultures. As Lynne d Johnson, Senior Vice President of Social Media at The Advertising Research Foundation observed, “Today’s multicultural consumer code- and culture-switches, and brands need to understand that. You can’t speak with consumers in just one voice, or expect to reach groups at various life stages with the same messages,” said Johnson, also noting that generational differences impact how marketing messages are received.

3. Celebrate Culture!


The celebration of the culture and diversity of multicultural communities should be central to your social media campaign. Don’t be afraid to highlight aspects of a particular group’s culture. Honda engages the culture of historically black colleges and universities with its Battle of the Bands site, for example, while State Farm celebrated Bollywood entertainment with its BollyStar competition, sending the two winners to star in a Bollywood movie.

Take your cue from the NBA, which combines its entertainment offerings with a celebration of culture on one of its newest sites geared toward Hispanic and Latino fans: éne•bé•a (the Spanish pronunciation of NBA). According to Sorrosa, “Éne•bé•a further allows [the NBA] to deliver the excitement of the world’s most dynamic game in a way that celebrates our fans’ cultural identity and the diversity of our players and fans.”

4. Just Say “No” to Stereotyping

It’s common practice to “fill in the blanks” when you have an incomplete understanding of a subject, but when dealing with cultural issues, a lack of understanding can be disastrous. Avoid relying on stereotypes when developing your campaign. Instead, base your understanding of cultural matters on consumer research (see #6 below), focus groups (see #7 below), and your internal marketing resources.

Avoiding stereotypes can be difficult. “Online as well as off, all brands speaking to diverse audiences face the challenge of developing culture-based strategies that aren’t rooted in stereotypes or staid notions of ‘general’ vs ‘multicultural marketing’,” observed Huang. “They’re charged with the none-too-easy task of creating messaging that is relevant to their disparate and evolving audiences — which requires more than a cursory understanding of their generalized heritages and identities.” Understanding multicultural consumers takes work, and there is no shortcut for gaining a thorough understanding of the diverse groups your company is trying to reach. Your efforts in this area will increase consumer appreciation and raise the level of trust in your organization.

5. Second That Emotion

Finding an emotional connection with multicultural consumers is essential to the success of your social media efforts. The NBA understands this, and supports this kind of connection on their éne•bé•a site. Said Sorrosa: “We know, for example, that our Hispanic fans have a strong emotional connection with our Latino NBA players. That said, our content across our éne•bé•a digital assets has a special focus on these players, including interviews, online chats, statistics, photo galleries… more so than you would find on our general NBA content pages.”

Along the same lines, if your company has a track record of involvement with the community you are trying to reach, highlight that relationship somewhere on the site. It’s a great way to build trust while demonstrating your commitment to the community, particularly if your engagement has spanned a lengthy period of time. Communities appreciate organizations that have invested in them over the years. Why not tap into the reservoir of goodwill that you’ve already developed?

6. Research Your Audience

Because culture is often a sensitive issue with people, it is important to do your homework on the audience you want to connect with. When developing their site, American Airlines put considerable effort into research. “Our consumer research indicated that a digital offering like would fill a void for African-American travelers who were searching for relevant travel tips, destinations and insights from experts and people just like them,” said Frantz.

And whatever you do, don’t assume. “It’s important to conduct research before just going out on a limb and assuming you know who your customer is,” said Johnson.

7. Test Your Assumptions

As you’re developing ideas for the site, test them out on employee and consumer focus groups. Frantz notes that American Airlines conducted extensive testing on its site. “The concept of the site was tested in focus groups, at several stages,” said Frantz. She also mentioned that it was “previewed by employees of American Airlines who provided a strong endorsement for its relevance among African-Americans.”

It can be easy for companies to get caught up in “groupthink” and rely on the opinions of marketing experts when developing culturally-relevant campaigns. Frantz advises companies to trust their audience: “[C]hallenge your organization to trust people who live as minorities, value their input into the site and don’t try to make it appeal to everyone.  Delivering culturally-relevant, fresh content is central to your success.”

8. Work the Networks


To get a better understanding of the communities you are trying to reach, visit social networking sites, microsites, or blogs geared toward multicultural groups. Spend time on larger sites like TheGrio and MySpace Latino, as well as emerging sites such as or CitySaheli, a social networking site for South Asian women. These sites will give you a sense of the range of viewpoints, communication styles, popular topics, and current issues facing members of the various communities. You may also find these sites to be fertile advertising ground when the time comes to promote your new campaign.


Multicultural social media is more than just a passing fad — it’s an opportunity for companies and multicultural consumers to connect around ideas, products, and services. Companies are using niche cultural campaigns to increase their brand awareness among multicultural consumers — many of whom enjoy participating in these culturally relevant online experiences.

Isn’t that what social media is all about? As Huang notes: “Companies who have the capacity to truly understand the cultural nuances of their audience and use that insight to seed their messages in the right places to effectively speak with — not just to — them, are the ones that are using social media the way it is meant to be used; as a tool for organic conversation, not scattershot blasting.”

 Jessica Faye Carter is an award-winning author and columnist. She blogs at Technicultr.


10 Things To Know About Hispanic Shoppers  

by Elizabeth Fauerso, Director of Strategy and Planning at Dieste.


1. Hispanics are destination-shopping
Hispanics see shopping as entertainment and opportunity for family / friends time, "me time" and even date time with spouses. Different trips call for different experiences and companionship. Many stores have taken advantage of this opportunity to be a destination for social activity by adding cafes, lounges and bars.


When targeting Hispanics, the competitive set is not just other retailers and stores, but also destinations. By developing the overall store experience, retailers have an opportunity to increase time spent in store as well as store loyalty.

2. Variety is the spice of Hispanic shopping 
Hispanics are not motivated to simplify their shopping routine. In grocery shopping, a minimum of five channels are used by shoppers.

Understanding what category associations the Hispanic shopper has with different stores creates new opportunities in distribution.

3. Personal map replaces "near my home" 
For Hispanics, shopping is not an isolated event but rather a part of their busy daily routine. Knowledge and preference of stores are based more on proximity to daily activities than proximity to home.

The challenge is to evolve beyond zip codes and understand the Hispanic footprint and where they live their daily lives. This "personal map" opens the door to discovering and expanding the base of Hispanic targeted stores.

4. One shopper, four lists
Hispanics are making lists and any one shopper most likely has a number of different types of lists in their arsenal.

The four types of lists:

  • Complete: family staples and add-ons, such as cereal and kids needs for school projects.
  • Mental: routine shopping needs kept mentally, not written down, such as bread, eggs and milk.
  • Recipe: created around the specifics for a recipe/occasion; usually complement a mental list.
  • Eternal: the ever-evolving list of the things needed or wanted sometime, somewhere, depending on the availability, price, etc. Such as freshnopales or other hard-to-find imports.

For brands, understanding trip mission and category helps understand which list you want to "get on" or "make" and where to start the conversation within the buying cycle.

5. Brands battle it out at the shelf
While-list making is important, the store shelf, where 70% of Hispanic purchasing decisions are made, is the last stand for swaying the brand purchase decision.

Key attributes, packaging and promotions are factors that influence the final decision. Being relevant to the Hispanic consumers' needs and preferences can win that battle from the shelf to the basket.

6. The emergence of digital in retail 
The perfect storm is forming from the overwhelming numbers of Hispanics participating in the digital world and new digital retail activities. And while Hispanics under-index in coupon clipping, they are over-indexing in online and mobile application redemption.

Leveraging these opportunities with online, mobile and in-store applications is the next phase in connecting with Hispanic shoppers.

7. "Shopping" is limited to only planned trips
Hispanics have been under-reported in frequency of shopping trips, despite their high number of channel choices, enjoyment of experience and larger basket sizes. This disparity is because Hispanic shoppers define "shopping" differently. Shopping involves only the planned/routine trips, and doesn't include spontaneous trips, which are frequently made.

Understanding this small but important difference opens the door for creating moments of interception that encourage and recognize spontaneous shopping trips.

8. Private labels take the stage
Where 37% of Hispanic shoppers purchased more private label products in 2009, 25% plan to buy more this year. Private brands account for 31% of Hispanic household grocery basket; averaging $89 every two weeks out of a total of $267.

To the general market, private labels are seen as generic and recognized for their price benefits. For Hispanics, however, private labels are seen as store brands, placing a higher importance on the value they carry as a product from a trusted store. To take advantage, stores must leverage their store loyalty in promoting private labels.

9. Product attributes drive brand choice
The number one reason that Hispanics try out new brands/products is the quality of their ingredients. Hispanics are moved by attributes of "well-being" like real, natural and fresh. Additionally, Hispanics are becoming more aware and increasingly more educated on health issues, taking steps to manage these issues by looking for low-fat, low-sugar and low-calorie options.

Besides packaging, product cross-promotions and communications, highlighting well-being could make the difference in choosing one store or product over another.

10. Different definition for convenience
The convenience and drug store category is important for the Hispanic market; however, the Hispanic shopper defines the quick-trip benefit of convenience differently.

For the general market, convenience is based on the speed of the experience from location to transaction. For Hispanic consumers, it's about a good experience even at the c-store and drug store level. "Location convenience" is about how quickly they can get to the store so they have the time to find what they are looking for.

These fundamental differences change how we talk to consumers about the store experiences and product offers to better reach the Hispanic consumers' need for convenience.


Hispanics online: Socializing and shopping

Hispanics go online to socialize, research new products and find good deals—more so than many other groups. In 2010, Hispanics will spend $125 billion on consumer packaged goods products, accounting for 11.8% of all CPG spending, according to Nielsen. These factors create a lucrative opportunity for CPG suppliers that want a closer connection with this dynamic demographic.
The internet is becoming ever more important in Hispanics’ daily lives, via broadband and mobile. This year, 29.6 million Hispanics—nearly 60% of the Hispanic population—will go online at least once a month. By 2014, 39.2 million Hispanics will be online, representing 70%.
In response, a growing number of CPG marketers are mounting advertising and promotional campaigns that tie together online marketing, traditional media and grassroots promotions. Some have developed comprehensive Spanish-language websites that emphasize food, children, health and beauty, and other lifestyle topics. These sites allow marketers to connect more Hispanics to their brands and to one another.
Brand marketers should be engaging this online audience with both English- and Spanish-language content across ads, emails and websites. Growing online sales is not the goal, even though more and more Hispanic internet users are making purchases online.
The mobility of this digital population presents even more opportunities for marketers and retailers. Hispanic adults lead all other groups in wireless internet access, according to the Pew Internet & American Life Project. Branded mobile applications and promotions designed to reach these shoppers in-store could yield significant results.



Hispanic Shoppers: Growing & Passionate

The 2010 Census is expected to show that the Latino population is almost 50 million strong (15.5% of the total U.S. population), up from 35 million in 2000. By 2050, Hispanics are projected to number almost 103 million, says the U.S. Census Bureau.

In terms of spending, Rockville, Md.-based Packaged Facts reports that the Latino community's buying power is expected to reach $1.3 trillion in 2013, up from $984 billion in 2008 (a cumulative growth rate of 31%). According to a November Adweek article, Hispanics have about $863 billion in discretionary annual income, more than any other minority group in the U.S.

In short, for many well-established brands and retailers, the Hispanic market represents a potentially huge growth opportunity.

The Association of Hispanic Advertising Agencies (AHAA) reported that the top 500 advertisers allocated 5.4% of ad dollars "during last year's recession to reach and connect with Hispanic consumers, up from 5.1% in 2008." But as brand managers realize the need to allocate more money to attract Latino consumers, expect to see more arm wrestling for marketing dollars, says Michael Olguin, president of New York-based Formulatin (a national Hispanic public relations agency).

"There will be a greater play for Hispanic marketers who really understand that space," he says.

The key word being "understand." Rolling out true Hispanic shopper marketing programs requires more than using Spanish copy on a header card. It's knowing the Hispanic shoppers' purchase behaviors, origins and passions.

Characteristics of the Hispanic Shopper
"Marketers know that Hispanic shoppers represent a huge and growing customer base, and that this group is critical to the future success of their brands," says Donald Longo, editorial director for Stagnito Media Food Group, New York (producers of the Hispanic Retail 360 Summit). "The difficulty with reaching them effectively stems from the many different types of Hispanics -- it's not a homogenous group." Those individuals who trace their origin or descent to Mexico, Puerto Rico, Cuba, El Salvador and other Central and South America countries all fall under the Hispanic label, and within the demographic there are varying degrees of acculturation.

Less-acculturated shoppers tend to retain more of their habits from their home country, essentially living a lifestyle in the States as they would back home, Olguin says. They tend to choose stores that offer products from their home country and appreciate bilingual signage and Spanish-speaking employees, adds Mark Bacon, U.S brand director for Casa Herradura Tequilas (a division of Brown-Forman), Louisville, Ky.

"For those who rely on Spanish as their primary language, it sends a message that those shoppers are welcome," says Gisela Girard, AHAA chair and president and COO of Creative Civilization, a San Antonio-based agency. "For more acculturated Hispanics, the use of bilingual messaging is still an important way to create a sense of engagement and respect. Even though the Hispanic consumer in this case may not be fluent, or even Spanish-capable, they still feel acknowledged and important."

"The Hispanic shopper today is much more savvy and sophisticated than before," adds John Echeveste, principal at VPE Public Relations, a firm dedicated to the Hispanic market with clients like McDonald's and Nestlé in South Pasadena, Calif. "We know that they shop more often, make larger purchases and over-index in many key categories, especially baby products. We also know that moms are the primary decision-makers in the household, but that kids are strong influencers."

"Hispanic shoppers are looking for value, whether it be a cost value or entertainment value in terms of their in-store experience," adds Liz Arreaga, partner of Austin, Texas-based agency Mercury Mambo. "As seen in our own shopper study among Spanish-speaking shoppers, shoppers are paying more attention to promotions. Both retailers and Hispanic shoppers alike told us that discounts, BOGOs and store events were appealing. Shoppers are using store circulars as shopping guides and actively searching for promotions and deals, rather than passively purchasing the same brands."

And breaking the notion that they don't use coupons, Kim Finnerty, vice president, consumer/shopper insights at PanaVista, a Hispanic marketing promotions agency in Dallas, says that in its most recent 'NVista Hispanic Shopper Tracker, 45% of Latinos said they are using more coupons due to the economy.

Other characteristics that industry experts say define this segment include: They consider shopping to be a family outing; they are disciplined shoppers who plan their shopping trips and are more likely to stick to a budget; word of mouth is important; they tend to prepare more meals at home; they are influenced by celebrities for purchases; less-acculturated Hispanics may still prefer independent retailers, while the more acculturated are more likely to visit chains; and radio, Spanish-language TV (especially novellas) and the Internet are good ways to reach them.

In-store, they claim to be more heavily influenced by all types of merchandising than general market shoppers, says Finnerty, citing the 'NVista Shopper Tracker. "In-store sampling is cited by 57% as significantly influencing purchase," she explains, compared to 52% of the general market. "Hispanic shoppers are also drawn to shelf coupons and special displays (both 47%)," Finnerty adds.

Learning More

 CPG companies and retailers are employing a number of methods to learn how they can penetrate this segment. More than 20 major brands such as Clorox, Kraft Foods, McDonald's, Nestlé and Subway have joined the Latinum Network, a business network devoted exclusively to helping corporations tap into the Hispanic market. The organization provides peer-to-peer collaboration, strategic analytics and research.

"One of the challenges of the Hispanic shopper marketing experience," adds Noemi Ricalo, president of PanaVista, "is the lack of sales data to support program expansion. Nielsen panel data is not always available and typically under-represents Hispanic results." She cites regional chain Jewel-Osco as one retailer with a comprehensive Hispanic marketing program: "They not only partner with their manufacturers, but more importantly, provide metrics at the end of the promotional period."

Dallas-based 7-Eleven, a member of the Latinum Network, created a senior director of Hispanic marketing position about 18 months ago to better understand this consumer. The senior director, Irene Sibaja, says the retailer uses its major market study -- conducted every two to three years -- for a sense of what percentage of customers are Hispanic, what they tend to buy and how much they spend. Proprietary research also elicits insights.

"Last year we conducted focus groups among Hispanic male shoppers, and parts of our current strategy are based on what we learned," says Sibaja. Industry and CPG studies are also used, although she notes that they'd like to see more studies that differentiate Spanish-language-dominant from non-Spanish-dominant consumers.

At White Plains, N.Y.-based Tecate, vice president of marketing Felix Palau says they employ several approaches to analyze and test campaigns with Latinos. These include demographic analysis, psychographic research and direct market information.

Multicultural shopping studies across categories and channels have been done at The Clorox Co., Oakland, Calif. And more recently, the company has embarked on deeper path-to-purchase studies for its key categories, says Jennifer Reiner, multicultural team lead -- specialty.

Hispanic-Dedicated Stores

 To attract this coveted target, some retailers have opened "Hispanic" stores. Last year, Walmart opened two Supermercado de Walmarts -- one in Houston and one in Phoenix -- and a Mas Club discount warehouse club in Houston. Walmart declined to be interviewed, but a June 2009 company press release says the Phoenix Supermercado de Walmart "features a new layout and product assortment designed to make it more relevant to local Hispanic customers." The 39,000-square-foot store carries fresh tropical fruits and vegetables; fresh corn tortillas; meats such as milanesa; and an in-store cocina serving such items as tacos and tortas.

Yet, PanaVista's Ricalo finds these large-scale type formats to be knockoffs of the Hispanic supermarket chain, Pro's Ranch Markets, that she says "set the standard for 'authentic' formats." Ricalo says retailers would succeed by enhancing their variety offering to suit their neighborhoods. "Providing what your shoppers need," she explains, "is more important than trying to convey a sense of Hispanic authenticity that doesn't quite meet real standards."

Providing what the neighborhood needs is the goal of the recently opened HIT Mobile in Cudahy, Calif. In partnership with T-Mobile and the first of the company's T-Mobile Premium Retailer Latino program, it features a wide variety of wireless products and services. Mauro Martinez Jr., HIT Mobile's president and CEO, says wireless can be pretty confusing and there's a need for customers to feel comfortable. He says that the list of the top 10 handsets in the general market and top 10 in the Hispanic market are radically different.

While HIT Mobile has the same look and feel of a T-Mobile store, all materials and signage are bilingual, as are all employees. "I have spent years working in the Latino community. I fully understand and appreciate its shopping habits, buying patterns and much more," says Martinez, himself a second-generation Hispanic. "That includes hiring from the area, building a team reflective of the community and giving back to ensure success for everyone."

As one of T-Mobile's "playground" stores, it allows for lots of interactivity and includes a children's play area. Two more stores, also in Southern California, are currently under construction. Martinez says key to the stores' success is training employees on each generation. "A first-generation Latino speaks in Spanish, wants International plans and all literature in Spanish," he explains, "while a third generation might be labeled Hispanic but is more similar to the general market. Yet they feel comfortable in the store because of their upbringing and the cultural connection."

Formulatin's Olguin, a third-generation Mexican American, says it's about finding a cultural connection. "For Hispanics, the four passion points are family, music, food and fashion/beauty. When building a community or marketing platform, utilize one or more of the passion points."

To tap into the importance of family, Greenwich, Conn.-based Nestlé Waters' Nestlé Pure Life brand launched its "Better habits for a better life" campaign in June that encourages Latina moms to get their families to drink more water. The campaign uses Hispanic TV host Cristina Saralegui as its spokesperson -- "Oprah for the Hispanic community," says Carolina Rodriguez, marketing manager, Nestlé Pure Life. National TV, regional radio, in-store promotions, grassroots events and sweepstakes are all part of the effort.

A variety of targeted approaches as well as inclusion in broader campaigns is the key to success for The Coca-Cola Co., says Diane Wallace, vice president, shopper marketing. "Our efforts are a combination of 'depth' and 'breadth.' The depth programs allow us to connect with Hispanics' specific needs and passions; the breadth programs leverage universal communication and properties that are relevant to all consumers," she explains. "An example of this approach is the recent FIFA World Cup campaign, where we used the 'Join The Global Celebration' message across the market, but at the same time we added depth to this message among Mexican Hispanics with an association to the Mexican National Team." The Powerade campaign included TV, radio, print, out of home, digital and P-O-S materials.

Sponsorships and events are another way brands are making a Latin connection. Chicago's MillerCoors' Coors Light brand sponsored the National Puerto Rican Day Parade in Manhattan this past June. The brand made a $75,000 donation to the parade foundation and Diversity Foundation Scholarship Funds. Its "Emborícuate" campaign invited all to share in the pride of being Puerto Rican and included visuals in supermarkets, bodegas and bars.

Last fall, Clorox teamed up with the South Central Family Health Center in Los Angeles to offer a free flu clinic. "Pon el Virus de la Gripe Fuera de Acción" (Take the Flu Virus Out of Action) was part of the brand's national campaign and featured Dr. Aliza Lifshitz, internist at Cedars-Sinai Medical Center and editor of, a health website. In addition to being the keynote speaker, she answered participants' questions and provided advice.

"The Hispanic culture is rooted in the family and community," says Clorox's Reiner. "It's 'we' vs. 'I,' so finding a way to connect at the local level with consumers is an area that we're beginning to place more focus."

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