As covered in a previous posting, CBS will be launching Cane this Fall.The network is rolling out an unusual magazine ad that tastes like the Cuban “mojito” drink to raise awareness about its prime-time series about on a Cuban-American running a sugar/rum business in South Florida.
The campaign, which will run in Rolling Stone magazine, is a twist on a conventional liquor ad by touting Duque rum - the fictional rum brand from the series - rather than just the show. Much like the phony trailer that was filmed for HBO’s Entourage “journey into filmmaking” Medellin.This unconventional ad features a nonalcoholic flavor strip in a “tamper-proof pouch.”
“We are always looking to stretch the boundaries of traditional advertising by finding creative ways to market our prime-time series,” said George Schweitzer, president of CBS Marketing Group.
Like the old Latino abuelita proverb we heard as kids goes, “Salir de guatamala para entrar en guatapeor”. Cuban model/actess (actress is a stretch) turned clothier Daisy Fuentes recently received a heart-wrenching letter from the workers of her Guatemalan production facility telling her about the deplorable working conditions in the factory that produces her Kohls clothing line.
Workers cheated of healthcare and pensions; women denied paid maternity leave and care for their children; injured and sick workers denied healthcare and fired without legal severance.
Constant pressure and abuse.
Paid 25 cents for each Daisy Fuentes blouse.
Exit doors locked.
Hot, noisy and dusty.
Filthy drinking water.
Dirty bathrooms lacking toilet paper.
Workers physically searched four times a day.
Talking prohibited.
Eating lunch sitting on the factory floor.
Fined six hours’ wages for arriving five minutes late.
Corporate monitoring is a joke.
Workers are terrified, with nowhere to turn.
Headaches, sore throats and back pain.
To check out more about this little incident and even see sketches developed by “the abused”, check out the posting on Guanabee.
Daisy…hurry up and do damage control before you go back to waiting tables in Miami or worse…America’s Funniest Home Videos may call and want you back.
On June 10th, NYC celebrated the much famed (remember that Seinfeld episode) National Puerto Rican Day Parade. Here’s some great video I found on youtube. Although I stand to give Latinos a bad name for helping popularize this content, I just couldn’t help the pop culture appeal this has.It’s funny and explores the creativity that the Newyoricans experience come parade day.
What I found the most intriguing was the fact that even Old Navy has gotten “local” and supports the event by selling PR flagged t-shirts much like the ones they made famous for July 4th. That’s a statement or is that left over inventory from the island?
It speaks for itself.Viva Puerto Rico! However, this parade is considered the most destructive the city sees. Is that a shocker?
I am reviewing this spot because, I have to admit, it is one of the most insightful and relevant TV spots I have ever seen.
Nike is NOT exactly known as one of the top marketers in the Hispanic market. However, the way they have embraced diversity really should serve as a case study to many corporations who have been doing it for a while.
Here is a really cool presentation that a friend found and shared regarding social media. I think it should serve as a wake up call to the Hispanic market although the learnings are from the general market. It should serve as a roadmap of what is to come. However, we are obviously not as jaded as the general market when it comes to trust and messaging as stated in the presentation. As our market remains mostly traditional in its approach, the evolution will occur fast and furious so it will be survival of the fittest. I call it the global warming of the Hispanic market.
Well, the future is here. These social trends and technologies are affecting the more acculturated portions of our market; starting with our youth. In order to communicate with them, we will need to begin to acknowledge these mediums as viable marketing channels. Will you (agency or advertiser) be a fossil or a survivor?
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.
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.
“journey into filmmaking” 
