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media brands

Fusion Woos Millennial Latinos Through Their First Language: Social Media

Posted by Sheila Shayon on November 4, 2013 11:02 AM

Spanish-language media giant Univision and Disney/ABC Television launched their joint venture, Fusion, last week—an English language cable channel that targets Millennial Latinos. 

Univision has traditionally eschewed English-language programming, but as demographics shift from an aging population of foreign-born, Spanish-dominant Hispanics to US-born Latinos that have grown up speaking English, traditional Spanish programming fails to resonate, especially with younger viewers. That group, which watches over 26 hours of linear TV weekly and is very active on social media is Fusion's bread and butter. 

"We are winking at Hispanic, it is not overtly Hispanic," Catherine Sullivan, SVP of ad sales for ABC News, told Ad Age. "If you are not Hispanic, you won't feel like the network isn't for me."

It’s a crowded field already, with El Rey launching soon, Mun2, which was acquired by Telemundo in 2001, and Nuvo TV. And marketers that have struck out trying to target younger age groups through traditional Spanish-language networks are salivating at the new opportunities that Fusion and others are creating. "The millennial Latino is not being served by telenovelas, soccer—this isn't relevant to most millennials," Nuvo TV CEO Michael Schwimmer said.Continue reading...

branding together

Beech-Nut, Goya Co-Brand Baby Food to Woo US Hispanics

Posted by Dale Buss on July 15, 2013 06:01 PM

Goya and Beech-Nut are hoping that a partnership will yield big results from the confluence of three trends: the growing Hispanic population in the US, the proliferation of food products aimed specifically at that demographic, and the rising interest of mainstream global CPG companies in exploiting the other two trends.

The two companies are expanding the availability of a co-branded line of baby food, called Beech-Nut Goya, that launched in April. The baby-food range is being promoted as "Authentic Hispanic flavors made especially for your baby" as it rolls out to stores across America, according to Ad Age. With Hispanics now accounting for one-fourth of all US births as the fertility rates and birth numbers of other major American demographic groups wane, the co-branded line makes sense for both brands.

The baby-food market has been getting a lot of attention lately from non-traditional but major CPG players, including Campbell Soup, which just bought Plum Organics and its baby- and toddler-food lines, and Groupe Danone, the Paris-based maker of yogurt, which at about the same time bought Happy Family, another organic-baby-food startup.Continue reading...

celebrity brandmatch

Jennifer Lopez Finds Sideline as Bicultural Latino Brand Ambassador

Posted by Shirley Brady on September 17, 2012 10:11 AM

Jennifer Lopez is leveraging her personal brand to bridge the Spanish/English-language marketplace in the U.S. After turning up on Katie Couric's new talkshow, JLo announced a programming/marketing agreement with NuvoTV to target bicultural U.S. Latino viewers, and is now appearing in a new bilingual (English/Spanish) campaign for Verizon Wireless.

digital moves

Wanda Sykes Hosts Interactive Gain Scent Matchmaker Studio on YouTube

Posted by Sheila Shayon on July 2, 2012 05:24 PM

P&G's Gain brand enrolled comedian and actress, Wanda Sykes, to help consumers find their perfect scent match.

On the brand's YouTube channel an interactive video questionnaire features Sykes as a virtual matchmaker ("like Cupid, for your nose!"), guiding users through a tongue-in-cheek personality test to determine the Gain variety scent best suited to their likes.Continue reading...


Mas Marketing: Ford Pitches Escape During NBA Finals on ABC, in Spanish

Posted by Dale Buss on June 22, 2012 06:06 PM

Every automaker, like many politicians, wants to earn the favor of more of the burgeoning population of U.S. Hispanics. So when Ford got an unexpected opportunity to strike a blow in that regard, it took the chance — and created a moment, just as Nike struck when the Heat was hot. TV viewers of NBA Finals on ABC, between the Miami Heat and Oklahoma City Thunder, may have noticed that, during the last two games, the network ran a 30-second Ford spot for the new 2013 Escape utility vehicle — in Spanish, with English subtitles.

Network ad execs had noticed the huge penetration of Spanish-speaking viewers watching the first two games of the Finals, about one-sixth of the total audience — mainly concentrated in the Miami area. So they asked Ford if the brand wanted to take advantage of the exposure to a Hispanic audience in a mainstream, DVR-proof, primetime broadcast. Ford clearly viewed it as a coup and made a move that also seemed sort of unprecedented.

"They told us it was the highest penetration they were ever seeing of Hispanic viewership of a [non-soccer] sporting event in the U.S.," Matt VanDyke, Ford's director of U.S. marketing communications, told brandchannel. ABC and ESPN, he added, "were interested in testing and learning and observing how the audience would respond to in-language Spanish advertising and asked if we wanted to test and learn with them."Continue reading...

response mechanism

Pew Highlights America's Digital Divide

Posted by Sheila Shayon on April 23, 2012 11:02 AM

The latest intelligence from the Pew Internet Project, the 2012 "Digital Differences" report, finds that one in five American adults surveyed don’t use the Internet, with almost 50% citing irrelevance as the main reason.

The survey, which polled of 2,260 adults aged 18 and older conducted in July-August, 2011, further reveals that 10% of respondents who don't use the Internet have no interest in doing so in the future, although 20% say they have enough technological know-how to do so.

The self-identified Luddites flagged by Pew included, primarily, senior citizens, Spanish-speaking respondents, adults with less than a high school education, and those with under $30,000 annual income. At the same time, the rise of mobile has narrowed the digital divide between white Americans and minorities.Continue reading...

celebrity brandmatch

BK Taps Sofia Vergara and Salma Hayek to Pitch Salads en Espanol

Posted by Shirley Brady on April 16, 2012 10:45 AM

Burger King made a splash with its celeb-laden new campaign that debuted two weeks ago, featuring Jay Leno, David Beckham, Salma Hayek and a Mary J. Blige commercial that resulted in a "She said/BK said" flap.

Today the burger chain adds Sofia Vergara to that list, with a Spanish-language commercial that touts its Garden Fresh Salad as one of its healthier new menu items — click here to watch — joining Hayek's bilingual, character-packed pitch for BK's salad, chicken wraps and crispy chicken strips: a Spanish-language, salad-touting spot for Hispanic-targeted TV channels, and a companion English-language version.

that's entertainment

Comcast Kicks Off Celeb-Backed Minority-Owned Networks, But Will Anyone Watch?

Posted by Sheila Shayon on March 9, 2012 05:46 PM

As part of its deal to acquire NBCUniversal, Comcast agreed to launch more minority-owned networks by 2014 — and it's doing just that. From a music and pop culture hub called Revolt from Sean "Diddy" Combs, to a startup backed by Magic Johnson, it's a mixed bag that helps America's biggest cable operator appease the feds — but will it really do much for diversity — or TV viewers?Continue reading...

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