I normally don’t cover international ads; however, since Matt Lauer and the Today Show went to Cuba this week and we had the posting on Cane (the new Cuban CBS Show) I figured I would keep the spirit and end the week the same. I was also reading Latin-know and Mi blog es tu blog by a fellow Hispanic bloggers and found their posts about the controversy over an Iberia spot from Spain not only insightful and comical, but very fitting to the theme.

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If any of you in the industry have ever tried to make the crossover from Hispanic marketing to the general market you’ll know that it’s not very easy. Many general market agencies see Hispanic marketing and agencies as a nuisance often having to compete for budgets, production money and creative control.

Often, you hear Clients telling their general market agencies they should plan and implement diversity in their agencies so that it may be reflected in their work product (strategy & creative) - as standard operating procedure. For years, the ad world has ignored these requests. This, in turn, has made Hispanic agency growth prolific, but integration far from reality.

Well, it seems things are-a-changing. Adweek has just announced the Diversity in Advertising Career Day - an event that stands to change that all, starting in NYC (the U.S. capital of advertising).
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Last week in a Hispanic press blitz, Coors revealed astonishing findings of a recent research project.

“The ‘cold standard’ of Hispanic consumers is colder than other consumer groups because the majority of Latinos come from countries or were born in areas of the U.S. with warmer temperatures and longer summers. The Coors Light and Coors Cold Activated Bottle helps ensure the coldest, most refreshing beer possible,” said Paul Mendieta, Marketing Director of U.S. Hispanic & Latin America for Coors Brewing Company.

“Our research shows that Hispanic consumers will go to many lengths to get the coldest beer possible, an insight incorporated into a new TV commercial introducing this product innovation. The label on Coors Light and Coors bottles features mountains in a Thermochromatic ink that turn blue when the beer has been chilled to the perfect temperature of about 42 degrees Fahrenheit or lower for ice cold refreshment,” he said. Mendieta added that the best part of the label outside the bottle is finding cold refreshment inside the bottle.

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Here’s a video live from the red carpet at the Telemundo Upfront. We get a quick recap on all the planned programs that they have in the pipeline.

Las Brujas de South Breach looks like a real cheeseball…let’s stay tuned to watch. I will share video when I can find more.

- Written by Miamiadguy

The overly simplistic, but SUPER-insightful video released last week by Microsoft titled “Bring the Love Back“….yes MS…reveals the often one-sided, ego-centric relationship that exists today between brands (and their agencies) and the consumers that buy their products.

In the Hispanic market, brands, to some degree, have had to do a great deal of listening in order to correctly service their Hispanic consumer base. Not by choice, but because they are afraid of public failure. Many only get one shot to do it right. But in the general market, that is really not the case. And as marketers become savvy of the Hispanic market, I believe this too will begin to occur.

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I must have missed the memo when Univison decided that they were going to market TeleFutura as “a male-oriented network featuring sports and movies targeting Hispanic men”. I was reading HMW (HMW Archives 5/7/07 - A Trio of Choices) when I nearly fell out of my chair. So, Univision, you mean to tell me that all these years of Charitin and her gossip show was geared to men?

So I immediately went to their website. Whew! I wasn’t nuts…the only male targeted item on the site was a small logo for the MLS. All they talk about for the 2007-2008 season is novelas, Objetivo Fama 4 and something about romance stories. Not a male-targeted network if you ask me. So are the people at TeleFutura bi-polar? Totally.

So, it seems there is a channel that is struggling for a sense of identity (and an audience). Do I smell weakness?

- Written by Miamiadguy

Find Diversity employment at DiversityJobs.com.

“Buenas Tardes” Every Monday, five families begin a 5-day competition to win a cash prize to fulfill their own special dream! (Monday – Friday, 2:00 p.m.-3:00 p.m.)

“Clásicos de Control” A cutting-edge magazine show that reports on the topics that interest today’s young Hispanics – from fashion and fitness to romance and celebrities. Vivacious host Karla Martinez often takes the show to the streets to interact with fans and bring unexpected fun and games to the already lively show. (Monday – Friday, 3:02 p.m.-3:30 p.m. ET/PT)

“Noticiero con Lolita Ayala” The day’s top headlines, broadcast live with an emphasis on news from Mexico make this 30-minute show a mid-afternoon must-see tradition. (Monday – Friday, 3:30 p.m.-4:00 p.m. ET/PT)

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