Archive for January, 2008

img_2300.jpg According to a recent article in Brandweek, Pepsi is throwing some huge private parties for young Latinos, scheduled to coincide with major media events like the Latin Grammys. The event is seen as a way to interact with young Latino consumers in a relevant way. But will this campaign be effective?

Called the “Blue Carpet Bash,” it will target 18 to 34 year olds, the most sought after market segment for many companies. In 2006, Pepsi spent $950 million on advertising to Latinos. With figures like these, it’s no wonder that Pepsi is ranked among the top ten advertisers to the Hispanic market each year by Advertising Age.

Microsoft is also rumored to be in talks regarding advertising at the event.

I think this event, if executed successfully, could be a huge opportunity for Pepsi, as well as a model for other companies who heavily market to the Latino community. By targeting young consumers, Pepsi is creating brand awareness among people who will be increasing their spending power and having kids in the coming years.

This event will really serve as the model for future efforts to market to Latino youth. The potential to create change in the industry as a result of this campaign is great, and I think it’s coming at the perfect time culturally. We in the U.S. are at a point where our national identity is shifting in noticeable ways and, by making efforts to change, corporate America is leading the way in tackling some tough issues.

It will be interesting to see where this goes, and if the Blue Carpet will replace the red carpet in the minds of young Latinos in the U.S.

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Freedom As my first official blog post, I thought it would be appropriate to draw from the source of this page’s name: Late last year there was a New York Times Magazine article called “How Do You Say ‘Got Milk’ en Español?” in which the rise of agencies specifically marketing to the growing U.S. Latino community was examined.

According to the article, the Latino consumer can be put into one of three categories: learner, straddler and navigator. These classifications refer to the preferred language of the consumer (Spanish or English), age and level of education, among other characteristics. These classifications say a lot about the consumers, but also comment on the changing nature of communications in the U.S. and how a bilingual approach can be more effective than traditional English language-only campaigns.

The following may come as a shock, but in the U.S. there is no official language. And although English has become the dominant language for the majority of the country, there is a demonstrated need for Spanish-language services in many areas. In Los Angeles, for example, in 2000 46.5 percent of the population was Hispanic, compared to 29.75 percent Caucasian (ERsys).

But what does this have to do with public relations?

Although the article primarily focuses on the use of understanding the stratification of the Latino population as it relates to advertising, there are significant implications for public relations as well, especially if it is part of a comprehensive marketing plan. The important thing to take away is that there is no one Latino consumer; however, there is a clear need to address these consumers in language they can understand, which is often not English.

Photo courtesy of stock.xchng

n11500223_33604073_45032.jpgBienvenidos and welcome to my blog. Here I will examine current trends and events in public relations that affect the Latino community.

This is something that I would like to do in my professional career, so I’m using this avenue to explore the complexity of the subject and how to approach it in a relevant way. The discussion may at times be uncomfortable or challenging, but as they say, what doesn’t kill us only makes us stronger.

Last year Ogilvy published a manual called “The 25 Basic Styles of Blogging … And When To Use Each One,” a guide to the world of blogging and how to approach it. According to the descriptions, this blog falls into the “insight” category – which is described by many as the most difficult to write.

I’ve never been one to back down from a challenge, so let’s get this show on the road. ¡Provecho!