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.
This is a great spot created by Miami Beach-based la communidad for Subway for the U.S. Hispanic market in 2006. I think it is very insightful from a human (gender role identity) perspective and transcends cultural lines. I think it gets cultural in the actresses ultra-hyper delivery of her lines and is generic enough to work in all markets. It is also cleverly edited from the male actor’s perspective.
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.
On April 21, Miami based Burger King Corporation launched Tu Ciudad, Tu Música in Harlingen, Texas which will conclude June 23 in Miami, Florida. This is the latest Hispanic marketing platform from the fast food giant who is enjoying great success in the general market with their strategic shift in target.
Kudos to Brommley (Hispanic AOR) for fighting and developing an autonomous communication strategy that is significantly different, but not conflictive with that of the general market. Not that BK’s general market advertising is not genius because it is…and I’m a big fan. It’s just that the tone and manner of the general market campaign is much too “in your face” and arrogant for the Hispanic masses. But it’s awesome and if sales are any indication…the communication shift has made a huge impact on the business. So was going public which they did last year as BKC in the NYSE.
A huge step back for Hispanic women? Completely. Offensive and derogatory? On almost on every level. Shame on you TDoT.
But then I watched the general market version and I realized that these people were suffering an overall marketing death-wish and and a case of bad creative.
I wonder how the agency was able to sell this concept to the client. It must have gone something like this…”Our strategy is to remain top of mind by further stereotyping TX as home to beauty pageant rejects and Latina ho’s. Our secondary strategy is to isolate both of these segments by upsetting them so much they will never forget to register their vehicle again.” Read the rest of this entry »
This blog was developed to discuss issues affecting Hispanic marketing today. It is also intended to offer a fresh perspective different from the scripted media coverage currently being offered in the industry.
“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.
