February 2014
 
 
 
 
 
   

 
INFOGRAPHIC: 
THE LATINA SHOPPER 

Hispanic women are a key driver of female population growth in the U.S.
   
and a strong influence on the mainstream economy. As Latinas pursue higher education and career development levels, their role in modern Hispanic society is changing. According to a recent Nielsen study in the U.S., "Latinas say they are the primary or joint decision maker in every category from purchasing groceries, insurance, financial services, electronics, to family care." Latinas are guiding more ofthe Hispanic market's $1.2 trillion in annual purchasing power than ever before.
 
In many categories, the shopping behavior of Latinas is very different from that of other American females. She is an early and avid adopter of all types of technology and social media. She carefully guards cultural traditions, yet selectively adopts more mainstream behaviors. As companies evaluate the potential value of Latino consumers, it is important to consider the role of the modern Latina.
 
BRAND RESPONSE CAMPAIGNS MOTIVATE ACTION  

 

Brand Response campaigns can be used in all media as an effective way to reinforce your brand's value while still motivating a consumer to take immediate action. An effective Brand Response media plan builds and maintains brand awareness while driving effective response. Unlike a traditional Direct Response plan, a Brand Response plan balances reach channels and media vehicles that deliver greatest ROI. Content is carefully selected to ensure it delivers a high concentration of the target audience from a volume and quality standpoint while achieving maximum efficiencies.

 

Watch the Ad
Creatively, the campaign has story and personality combined with more traditional direct response elements that drive measureable response. Consumers should learn about your brand's features and benefits, see it in action, and make a well-informed buying decision. Whether they make that final decision via phone, web, mobile, or retail, chances are greatly increased that they will remember your brand. Acento recently helped CenturyLink develop an effective Brand Response campaign.

INDUSTRY NEWS


Variety Latino - Powered by Univision 

Variety Latino is the result of an expanded alliance between Univision Communications and Variety Media LLC, owner of venerable Hollywood trade publication Variety. The multiplatform entertainment news brand is designed to offer Spanish speakers "unparalleled coverage of all aspects of the global entertainment industry." In a February announcement, Univision said the partnership would leverage Variety's access to entertainment news and content and Univision's "unique understanding of the Hispanic consumer." Stories and features will be distributed via a new website - VarietyLatino.com - as well as across Univision's three television networks, affiliate stations and digital platforms.

Heineken and General Motors 

El Rey Network, a new cable channel targeting a multicultural audience, is adding to its original programming - and its deals with advertisers - as the annual upfront bazaar for the sale of television commercial time gets underway. El Rey has signed branded-content agreements with General Motors and Heineken USA to integrate their products into the channel's programming during 2014. See full article from the New York Times

Super Bowl XLVIII in English and Spanish 

According to TV by the Numbers, Super Bowl XLVIII was the most-watched TV show in history with an average audience of 111.5 million viewers. The first U.S. Spanish broadcast of the Super Bowl on FOX Deportes averaged 561,000 viewers, making it the most-watched non-soccer sports event in Spanish cable history. Spanish language advertisers included AT&T, Anheuser-Busch, and Pfizer.

Twitter and YouTube Get in the Game 

Despite the game being a blowout by the Seattle Seahawks over the Denver Broncos, Nielsen SocialGuide noted that 5.6 million people in the U.S. sent a record 25.3 million tweets over the course of the game. But viewers weren't just tweeting about the game and halftime show; the ads were just as much a topic of conversation.

 

This year, the ad battle went beyond the game to include pre- and post-game views on the web as advertisers tallied views, shares, tweets, likes, and comments. According Advertising Age Magazine, paid promotion jumped this year as advertisers attempted to amplify and extend exposure to their campaigns with pre-released ads, teasers and video promos online.

Gracie Scores for Cheerios  

General Mills continued to embrace cultural diversity by bringing back the interracial family we met last year in "Just Checking" The ad made headlines when the YouTube version received an onslaught of racist comments. Views quickly jumped to almost 5 million as Americans rushed to its defense. The Super Bowl sequel scored another win for the brand as viewers applauded the charming story of "Gracie" learning she would soon have a little brother, as well as, Cheerios' big ticket support for multicultural families.

Coca-Cola Connects with Multicultural Audience 

Coca-Cola premiered "It's Beautiful" featuring bilingual young American women singing "America the Beautiful" in seven different languages. According to Coca-Cola, "the 60-second ad provides a snapshot of the real lives of Americans representing diverse ethnicities, religions, races and families, all found in the United States." The new commercial proved highly polarizing and social media exploded with commentary.

 

Overlooked in the media maelstrom is the fact that Coca-Cola achieved two highly desirable corporate objectives. First of all, people are talking about Coca-Cola. More importantly, Coco-Cola was likely targeting the largest minority in multicultural America: the 52 million U.S. Hispanics of which more than half are multilingual. "Seeing people from different races, religions and ethnicities clearly had an impact with Latinos, and data indicates it was a positive one according to a recent survey by the Hispanic local search company YaSabe." 

 

Look back to the 1971 Coca-Cola ad "Buy the World" featuring the famous jingle "I'd Like to Teach the World to Sing." This isn't the first time the company advertised unity in a time of instability and change. Coca-Cola apparently hopes the conversation will continue - and that you buy a Coke while you're talking about it.

Coca-Cola Goes to the Olympics  

Despite the Super Bowl controversy, Coca-Cola placed a 90-second version of "It's Beautiful" during the opening ceremonies of the 2014 Winter Olympics in Sochi, Russia. The primary change to the ad was an intro that included one of America's official mottos, and its English translation on the screen: E PLURIBUS UNUM - OUT OF MANY, ONE. Still included in the longer version of the ad was the shot of a gay couple roller skating with their daughter, an image that took on far greater meaning in the context of the Sochi Olympics, where Russia's anti-gay propaganda laws were under sharp scrutiny.

The Real Most Interesting Man in the World   

No offense to Jonathan Goldsmith, but Mexico's sole Olympic representative at the 2014 Winter Olympic Games seems to be a serious contender for the title of "Most Interesting Man in the World." Prince Hubertus von Hohenlohe is a slalom skier who has represented Mexico in six Olympic games. At 55 years old, he is the second oldest Winter Olympian in history. Von Hohenlohe was born in Mexico, founded the one-man Mexican Ski Federation and has been skiing as the country's only Winter Olympian ever since. He is also a German pop star, an award-winning photographer, and a multilingual, citizen of the world. He is famous for his "culturally" inspired ski garb wearing a Mariachi-style ski outfit in the Sochi Games. Learn more about the prince in People Magazine.

Latinos are Key to Health Insurance Risk Pool in California    

California may be leading the nation in its aim to enroll Latinos into health care plans under the Affordable Care Act, but sign-ups are falling far short of the goal. The state's marketplace for health insurance, Covered California, is scrambling to fix problems with its marketing and outreach campaigns. Acento's Roberto Orci and other industry leaders weigh-in on NPR broadcasts in California. Part I: Marketing and Advertising Campaigns  Part II: Outreach Efforts.


AGENCY NEWS
 
Acento announces new client Pollo Campero.
The Guatemalan chicken chain, known for its authentic Latin-style crispy fried and grilled chicken, serves more than 85 million people every year and is growing with a new global brand platform and modern restaurant design. Acento is excited to help Pollo Campero introduce their famous Latin flavors to existing fans and new customers across the United States. As agency of record, Acento will provide creative and media planning/buying services. Learn more about the company's expansion plans at FastCasual.com.  

Acento welcomes new client Western Dental Services, Inc.

Acento will support California's largest dental services provider and one of the nation's largest dental HMO's as it and its affiliates continue to expand across the U.S. As the lead creative agency, Acento will further Western Dental's rebranding and growth plans in both the General and Hispanic markets under the new campaign Western Dental "Care." Our work will also include an internal communications campaign to promote strategic alignment and ensure consistent patient experience. Learn more at WesternDental.com.

Congratulations to our client Northgate Gonz�lez Markets

The Gonz�lez family-owned company is the recipient of the 2014 "Ben Schwartz Retail Grocery Visionary Award" from Unified Grocers recognizing leadership and innovation in the retail grocery industry. The Shelby Report.


 WORLD CUP FAN�TICOS 

Check out the official match ball of the 2014 FIFA World Cup Brazil: the Adidas Brazuca.
This is the first FIFA World Cup ball named by fans of the host country. Adidas provided three potential names and over one million Brazilian fans voted.

The name Brazuca was chosen with 77.8% of the vote. Two other voting options were given: Bossa Nova (14.6% of the vote) and Carnavalesca (7.6% of the vote). FIFA reports that the informal term "Brazuca" is a contraction of "Brazilian" and "bazuca" which is Portuguese for "bazooka." It is used by Brazilians to describe national pride in the Brazilian way of life. Fans say it mirrors their approach to football and symbolizes emotion, pride, and goodwill to all.

The colorful pattern of the Brazuca ball is inspired by Bahia Wish Bands. According to an old tradition originating in Salvador da Bahia, Brazil, the colorful Bahia Wish Bands have the potential to make wishes come true.

 

Adidas has called on players and fans to "Love Me or Lose Me" with the unveiling of Brazuca as part of its "All In or Nothing" World Cup campaign. @brazuca on Twitter enables fans to follow the ball as it travels the world and offers an alternative take on the game. Brazuca will tweet as it visits footballing nations, meets players and celebrities, and takes part in major cultural events before landing in Brazil for the first game in June. 

 

Adidas is a FIFA partner and the FIFA World Cup Official Match Ball supplier since 1970.

For more information, go to www.adidas.com.

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HISPANIC MARKET UPDATE

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