Category Archives: U.S Hispanic
Kick-Off Club Balon Rojo and Plaza Coca Cola
Above: Above, Coca Cola spokesperson and celebrity Hispanic sportscaster Fernando Fiore with Eileen Cardet and Jorge Hernandez on the set of Univision’s Tu Desayuno Alegre.
In collaboration with elemento L2, Coca Cola’s BTL Hispanic Agency, Boden PR was chosen to activate Coca-Cola’s Club Balon Rojo in the Miami Market as part of the Mexican National Team sponsorship.
The BodenPR team generated coverage on Univision’s Al Amanecer, Univision’s Tu Desayuno Alegre, ESPN Deportes, Radio Caracol, The Miami Herald, El Nuevo Herald, www.socialmiami.com, among others. In addition, local Latin bloggers, including www.papiblogger.com and www.lostweens.com, tweeted and posted blogs about Coca Cola’s U.S Hispanic initiatives. Take a look at some of the highlights of the events and the media coverage below.
Above: Coca Cola spokesperson is interviewed by ESPN Deportes.
Above: Miami Mayor Tomas Regalado, Miami Dade School Board Member Raquel Regalado, Hispanic sportscaster Fernando Fiore, U.S Soccer Hall of Famer Marcelo Balboa and Eddie Diaz, Community Marketing Director for Coca-Cola Refreshment South Florida accompany the members of the Boys & Girls Club who form a part of Club Balon Rojo.
Above: Coca Cola spokesperson for Club Balon Rojo and Plaza Coca Cola makes an appearance at popular morning show, Tu Desayuno Alegre on Univision.
Above: U.S Soccer Hall of Famer Marcelo Balboa shares a few soccer tips with a special member of Coca Cola’s Club Balon Rojo.
Above: Local Latina Mom blogger Los Tweens spread the word about the campaign during its stop in Miami.
It was an incredible experience to see the excitement of the young soccer players as they took the field in a stadium hosting two of Latin America’s most prominent soccer teams. Above, Fernando Fiore gives one of the members of Club Balon Rojo a final handshake before the big kick-off. And a big thank you to the entire elemento L2 team for allowing us to work for their client Coca Cola in activating PR in Miami!
Living La Vida Deliciosa – Targeting Bi-Lingual Latinas
Above: The Living La Vida Deliciosa campaign targeted bi-cultural Hispanic females (for endorsement on taste) as well as General Market foodies (who enjoy exploring new cultures and foods).
In an effort to increase sales of their gourmet quality, 100% natural, packaged Latin cuisine, Nueva Cocina Foods hired BodenPR to develop a PR campaign that focused on obtaining press coverage and endorsement from the nation’s leading food & beverage, parenting, female & lifestyle media outlets and bloggers. The objetive was to reach the key channels of trust that influence the purchase decisions of both general market foodies and bi-cultural Hispanic females.
Above: Nueva Cocina Foods appeals to the female consumer that is looking for high quality, all natural, convenient products. Some products are traditional (Rice and Beans, Chicken and Rice) and some are new including gluten-free products.
In order to develop a campaign that was compelling to both different target markets, BodenPR studied the two audiences carefully, taking a close look at what made them different and focusing on their several similarities. Whereas the general market target enjoys exploring new cultures and foods, the bi-lingual Hispanic female is proud of her heritage and is multicultural. Together though there were common denominators that set the tone for the campaign: a love for the Latin culture, a desire for authentic, high quality and convenient product offerings, and an enormous buying power.
BodenPR fused both essences and developed Living La Vida Deliciosa, a campaign that celebrates the rich heritage, delicious tastes, aromas and bold colors of Latin Foods. In addition, Living La Vida Deliciosa also embraced the following messages:
- Delighting in the small things
- Celebrating life, celebrating yourself
- Gathering and sharing delicioso moments with family and friends
- Adventure and discovery – Trying new things
- Living passionately, bold, and inspired
- Bringing amor y sabor into the kitchen
One of the offline tactics aimed at driving traffic to the company’s social media communities included a mailer, aimed at the top channels of trust, including the media, movers and shakers, twitterlebrities, influencers and bloggers. Each mailer included a product sample, a recipe and a bamboo kitchen utensil with a special, unique message in it that communicated both elements of the Nueva Cocina product as well as the Living La Vida Deliciosa campaign.
Each mailer also included a recipe that would form part of the Little Book of Delicioso collection, a series of traditional Latin recipes with Nueva Cocina Flair.
The mailer continues to reinforce bilingual messaging with The Little Book of Delicioso.
“We wanted to make sure that Nueva Cocina Foods was well positioned in the healthy, convenient, gourmet Latin Foods category,” said Celeste de Armas, President and Co-Founder of Nueva Cocina Foods. “It was very important to choose a partner who would help us increase our brand exposure – and BodenPR’s expertise in the general and Hispanic female markets made them the right fit.”
The NFL –Futbol Americano fans, a Force to be Reckoned With
By Tiffany Barranco and Natalie Boden
Here at the office we are huge fans of the NBA’s year round Hispanic campaign titled ‘enebea’ (the Spanish language pronunciation of ‘NBA’). They recently launched a series of spots – airing on both English and Spanish language network TV- communicating how NBA Latino fans store up their energy specifically for the NBA season. The spots, titled “Guarda Tu Pasión” (“Save your Passion”), show how the NBA truly knows their market – the campaign is fresh, full of passion and terribly clever.
As big fans of this campaign, we were definitely intrigued with the recent Hispanic outreach the NFL rolled out. It definitely shows a clear investment in the U.S Hispanic market, but we’re surprised that their biggest effort is mainly during Hispanic Heritage Month. It would be fantastic to see it year round. e-ne-fel?
Some of the pretty neat major media plays they rolled out included:
(1) Language. The word ‘de’ was on the teams’ official names: The rivalry between the Dolphins de Miami and Jets de Nueva York was broadcasted for the first time ever in Spanish on Telemundo, the second-largest Spanish-language content producer in the world. ESPN also aired the game in English, but had the names of the teams on the screen in Spanish.
(2) Celebrities. The national anthem was sung by an all time Hispanic legend, Gloria Estefan: Also featured was Marc Anthony, together with Fergie of The Black Eye Peas, singing the national anthem, and Gloria Estefan introducing Enrique Iglesias for the special halftime performance.
(3) Broadcasters. Broadcasters attempted their luck by saying a few words in Spanish – we nearly fell out of our chairs in shock when one of the broadcasters attempted to say the names of the teams in Spanish. What a great effort!
Efforts didn’t end there; perhaps it is their Miami location that lends a certain deeper understanding of the importance of the Hispanic audience, but the Dolphins joined forces with Univision Radio Miami to broadcast games in Spanish in an attempt to reach their Spanish-speaking fans. ESPN Deportes also got in on the action, launching its Fanatico Latino, an integrated marketing campaign to honor Latino sports fanatics in general.
You see, Hispanic fans are on the rise: According to Reuters, 25 million U.S. Hispanics watched the NFL regular-season games in 2008, with 64.4% of English-speaking Hispanics saying they watch football. Some just love the fanfare and atmosphere, and others really just love American football. And in Mexico, NFL fans have been growing steadily, as Kevin Baxter from the L.A Times reported this year.
So what are the implications of these new U.S Hispanic campaign efforts? No matter the reason, it is clear that a passion for sports results in a massive consumption of sports-related goods, and it seems that the brands and sports truly committed to the U.S Hispanic market no longer wish to miss out on an ever-growing market with huge potential for profit.
GOOOOOOOOOOOL vs. Touchdown! perhaps? Maybe we should ask Andres Cantor to narrate a game. Take a look at how the game of chess has hired him in this Geico spot. It’s superb.
It does indeed look like Fanaticos Latinos are a force to be reckoned with.
Top 4 PR Tips – Marketing to U.S Hispanic Youth
By BodenPR Staff
[This piece was first produced in 2007. Some of those interviewed have since moved to other posts, but their insight still holds very true. Please watch out for the next series which will also include a social media analysis].
We all know it. We’ve all sung it. Some of us don’t even know what it means. What is it? It’s “Gasolina” (“Gasoline”), Daddy Yankee’s popular reggaetón hit. The album sold over a million copies and the music sure is catchy.And marketers have taken note. Why? Because it reaches a young Hispanic demographic segment that according to studies represents a purchasing power of $25 billion dollars per year. In fact, today, Latino youth stands for 20 percent of the total U.S. teen population with studies showing that they will reach 62 percent by 2020, increasingly becoming a very lucrative segment of the economy.
Although companies are catching on, signing deals with top Latino artists including big reggaetón stars and developing campaigns aimed specifically at this youth segment, some, according to Beatrice Rangel, president of AMLA, a U.S. Hispanic market research firm, still don’t “get it.”
Latinas and Social Media
By Natalie Boden, Lauren Gongora and Daniela Morgenstern
Welcome to our first thought piece produced by Pink Tank, innovative thinking for Latinas. These small studies will take an inside look into Latinas and how we are influenced, how we consume media and what moves us. First on our list was an in depth look into Latinas and Social Media.
For this study we chose to look at a wide variety of media entities and platforms that group Latinas – from celebrity pages to special causes – whether the conversations took place on a microsite, Facebook page or Twitter account. It was of great interest to find what we thought intuitively would be there among the leading Latina-focused platforms, but even more interesting what we found was not there. Read on.
Below is a summary of some of the conversations we identified, per entity/group, followed by a few key findings: Continue reading