“I know you want me” – Marketing to the Latino Consumer

This week’s Inside the Mind (of a Marketing Intern) by Edgar A. Garrido

Photo by Daniel Work | Pretty Cool Images

Multicultural advertising campaigns are on the rise and for good reason. Everywhere you turn you see a Multicultural ad hoping to capture some of the fastest growing market, yes the Latino market. Mr. Armando Christian Perez, a.k.a Pitbull, has collaborated with brands like Lanvin, Kodak, Dr. Pepper, and his latest collaboration with Anheuser-Busch will run on TV in both Spanish and English. Its evident that these brands have done their homework, because an artist like Pitbull who has crossed over and is basically dominating in two markets would make for a perfect candidate for multicultural ads hoping to capture multiple markets at once.

But when is it too much??

This is the question brands need to ask themselves before signing on an artist as renowned as Pitbull, because the last thing you want is for your consumer to feel like your whole campaign is fake and its ultimately someone trying their hardest to sell them a product. 

Read more via Adage.com:
http://adage.com/article/news/bud-light-pairs-pitbull-multicultural-campaign/230026/

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