"Interactive Food & Beverage Marketing" (PDF)

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39 Jennifer Zegler, “Loving Latinos,” Beverage Industry, Sept. 2006, http://www.bevindustry.com/content.php?s=BI/2006/09&p=22 (viewed 12 Mar. 2007). “Respondents to a 2004 survey by the American Advertising Federation said they had committed an average of 26 percent of their ad budget to multicultural advertising,” reports Debra Aho Williamson. “But the same executives indicated that marketing to Hispanics is a more important goal than marketing to African Americans.” Williamson, “Marketing to African Americans Online.” 40 Libby Quaid, “Food Industry Targets Hispanics,” Beaumont Enterprise, 17 May 2006. 41 “Hispanic Television Booming In The U.S.,” Comida Latina NewsBytes, Jan. 2005, http://expo-comida-latina.com/html_email/newsbytes/1_2005/index.asp; Kevin Downey, “The New World of Hispanic TV,” Broadcasting & Cable, 5 Mar. 2007, http://www.broadcastingcable.com/article/CA6420946.html (both viewed 12 Mar. 2007). 42 Jack Loechner, “Hispanic Ad Growth to Outpace General Market,” MediaPost Publications, 26 Feb. 2007, http://publications.mediapost.com/index.cfm?fuse action=Articles.showArticleHomePage&art_aid=56069 (viewed 12 Mar. 2007). 43 “Advertising on Hispanic Websites More than Triples Since 2002 According to December Issue of Hispanic Business Magazine,” HispanicBusiness.com, 1 Dec. 2006, http://www.hispanicbusiness.com/news/newsbyid.asp?id=50687&cat=&more= (viewed 12 Mar. 2007). 44 Janis Mara, “AOL Latino Signs Major Brand Sponsors,” ClickZ.com, 26 Jan. 2004, http://www.clickz.com/showPage.html?page=3303731 (viewed 12 Mar. 2007). 45 Anderson, “Multicultural Clicks In.” 46 “According to an Interep study, one in three Generation Y members belongs to a minority racial or ethnic group. Of 12- to 19-year-olds, 14.8 percent are black, 14.5 percent Hispanic, 4.0 percent Asian, and 0.2 percent belong to other ethnic groups. The remaining two-thirds are non-Hispanic white.” Pamela Parker, “An Eye on the Multicultural Future,” ClickZ Network, 3 May 2002, http://www.clickz.com/showPage.html?page=1033911 (viewed 12 Mar. 2007). 47 Parker, “An Eye on the Multicultural Future.” 48 “Nuestro Futuro: Hispanic Teens the New Avatars Cool,” Innovations in Hispanic Marketing Conference, Miami, 14 Mar. 2007, http://www.trademeetings.com/ssMeetingDetails.asp?meetingId=180&pageId=8 27 (viewed 13 Mar. 2007). 49 Interactive Advertising Bureau, “Reach U.S. Hispanics Through Online Marketing,” http://www.iab.net/resources/docs/Hispanic_Presentation_Final.pdf. Hispanics also spend more time online than reading magazines and newspapers, noted the study. The Advertising Research Foundation has a Multicultural Council, as well as a research effort entitled “Towards Excellence in Measurement of Multicultural Media Usage,” a joint initiative of the ARF’s Multicultural Council and its Video Electronic Media Council, http://www.thearf.org/research/multicultural.html. The American Association of Advertising Agencies also has a “Multicultural Committee” (http://www.aaaa.org), and the Association of National Advertisers has one entitled Multicultural Marketing (http://www.ana.net/com/com.htm). Representatives from Masterfoods, Pepsi, Nestle, McDonald’s and P&G are members of the latter. There are now also various awards for creating the best interactive commercial targeting the Hispanic/Latino communities. See, for example, “IAB Announces a Distinct Hispanic Category For The MIXX Awards,” press release, 25 July 2006, http://www.iab.net/news/pr_2006_07_25.asp (all viewed 6 Apr. 2007). 96 Interactive Food & Beverage Marketing | Appendix: Multicultural Marketing in the Digital Age 50 Cheskin, “Nuestro Futuro: Hispanic Teens in Their Own Words,” June 2006, http://www.cheskin.com/view_articles.php?id=26. Cheskin offers a “video profile of 30 bicultural teens, 13-19…. In their own words and in their own homes they reveal who they are as teens—their lifestyles, personal styles, attitudes and behaviors, and what makes them unique—their complexity, influence and optimism.” Other major studies have discussed how “Online Hispanics” are “media mavens.” A 2007 Yahoo! Telemundo and Experian Simmons Research report, “Conexión Cultural/Connected Culture,” found that “Hispanics lead the general market in ‘media meshing’ and use of key mobile phone features as they spend more than half of each day engaged with television, Internet and technology gadgets. Overall, Hispanics identified 51 hours of total daily activities, including 14 hours with technology and 13.5 hours with media. Online U.S. Hispanics regularly combine TV and Internet to enrich their media experience and would like to see more online options in Spanish.” “Yahoo! Telemundo Research Shows—’The 51-hour Day?’” HispanicAd.com, 29 Mar. 2007, http://www.hispanicad.com/cgibin/news/newsarticle.cgi?article_id=21582. See also Nancy Ayala, “Yahoo!/Telemundo Research: ‘Media Meshing’ Comes Easy to U.S. Hispanics,” Marketing y Medios, 29 Mar. 2007, http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=10035 64825. A recent six-part series in Chief Marketer magazine, “Hispanic Online Best Practices,” explored the dynamics and strategies in targeting this diverse group, http://capturagroup.com/hispanic-online-market-article-series.html. One article noted that “family is paramount in the Hispanic market, and this cultural value is manifested clearly online. The 2004 AOL/Roper U.S. Hispanic Cyberstudy shows that online Hispanic Americans are far more motivated than the general online population to use the Internet as a tool for providing advantages to their children and learning how to be good parents. They see the Internet as an empowerment tool that helps improve their lives and the lives of their families, thereby helping them achieve the American dream. The strong connection between Hispanic Internet users and their families influences online perceptions, preferences, and routines, and marketers who can craft an online experience that appeals to strong family principles will appeal to the core Hispanic value of family.” Lee Vann, “Hispanic Online Best Practices: In-Culture,” Chief Marketer, 25 July 2006, http://capturagroup.com/hispanic-best-practices-culture.htm (all viewed 6 Apr. 2007). 51 “Workshop Two: Emotional Branding: Maximizing the Appeal of Your Brand to Hispanic Youth,” Marketing to U.S Hispanic Youth Conference, Los Angeles, 18 June 2002, http://www.kidscreen.com/hispanic_youth/2002/agenda.html (viewed 6 Apr. 2007). 52 Association of Hispanic Advertising Agencies, “Trends in Reaching Hispanic Market to be Revealed During Association of Hispanic Advertising Agencies 20th Semi-Annual Conference in Los Angeles,” press release, 4 Apr. 2006, http://sev.prnewswire.com/advertising/20060404/DCTU03504042006-1.html (viewed 6 Apr. 2007). 53 “Trends in Reaching Hispanic Market to be Revealed During Association of Hispanic Advertising Agencies 20th Semi-Annual Conference in Los Angeles.” The release also noted that “The brands and agencies that are targeting young Latinos successfully are those who understand this subset’s unique perspective and use of culture, language and media, as well as their ability to move fearlessly and comfortably between two worlds.” The Association of Hispanic Advertising Agencies has conducted an initiative to help it develop a model to better understand Latino cultural identity. Among the factors the “Latino Cultural Identity Project” identified were emotional issues related to the “heart” and “group decision making” of the family and community. Presentation to the AHAA Conference, Miami, 20 Sept. 2006, http://www.ahaa.org/meetings/Miami06/presentation/presentation.htm (viewed 6 Apr. 2007).
Interactive Food & Beverage Marketing | Appendix: Multicultural Marketing in the Digital Age 54 See, for example, Ignacio Hernandez Jr., “Search Engine Marketing to the U.S. Hispanic Market,” WebProNews, 20 May 2004, http://www.webpronews.com/ topnews/2004/05/20/search-engine-marketing-to-the-us-hispanic-market (viewed 6 Apr. 2007). 55 Lee Vann, “Hispanic Online Best Practices: Hispanic Online Marketing,” Chief Marketer, 14 Nov. 2006, http://capturagroup.com/hispanic-best-practiceshispanic-online-marketing.html (viewed 6 Apr. 2007). 56 Vann, “Hispanic Online Best Practices: Hispanic Online Marketing.” The article also notes that there are growing alliances between major search engines and Hispanic/Latino online publishers, including Google, AOL, MSN, Yahoo!, Univision, Terra.com, and QuePasa.com. See, for example, “Yahoo! and Hispanic Digital Network Ink Search Distribution Agreement,” press release, 12 July 2006, http://www.submitexpress.com/news/2006-07-12-yahoo-0167.htm. There is now a yearly conference focused on Hispanic search engine marketing strategies. See “2nd Annual SES Latino Conference and Expo to be held in Miami on June 18th & 19th, 2007,” press release, http://www.searchenginestrategies.com/sew/ latino07/ (both viewed 6 Apr. 2007). 57 Moses Frenck, “Reaching Out With Pep in Her Step,” Marketing y Medios, 1 Nov. 2006, http://www.marketingymedios.com/marketingymedios/search/ article_display.jsp?vnu_content_id=1003381022 (viewed 13 Mar. 2007). 58 Pamela Parker, “StarMedia, Pepsi Team to Reach Hispanic Teens,” ClickZ Network, 24 May 2000, http://www.clickz.com/showPage.html?page=379261 (viewed 13 Mar. 2007). 59 Parker, “StarMedia, Pepsi Team to Reach Hispanic Teens.” The Pidemas site, no longer in operation, was initially aimed at teens in Puerto Rico and was subsequently promoted in Argentina, Brazil, and Venezuela. “Entitled ‘Pepsi Music, Expresate con todo’ (‘Express yourself with everything’), Parker explained, “the TV, radio, outdoor, and print campaign ran for 10 weeks in Puerto Rico, where more than 20 million Pepsi packages were embossed with the site’s URL.” Pepsi also sponsored a promotion to allow teens to create thirty-second video clips, to be displayed and voted on at the site, and the company sent out video crews to shoot pictures of “teens enjoying summer fun.” Another promotion, which appeared on packs of Pepsi, Diet Pepsi, Seven Up, and Sunkist, involved prizes such as cars, computers, and Internet access. 60 “Manzanita Sol—Cae en la Tentación,” http://www.manzanitasol.com/ exoticav2/ (viewed 14 Mar. 2007). “Pepsi to Aim for Hispanic Market via Mexican Soft Drinks,” Dallas Morning News, 28 Mar. 2005, http://www.bevnet.com/news/2005/03-28-2005-pepsi_mexican_soft_Drinks.asp (viewed 13 Mar. 2007). 61 Copa Coca-Cola, http://www.copacocacola.com/Copa/english/index.html (viewed 16 Mar. 2007); Mariana Lemann, “Mainstream Advertising With Tacos and Guacamole,” Marketing y Medios, 1 Jan. 2005, http://www.marketingy medios.com/marketingymedios/magazine/article_display.jsp?vnu_content_id=10 00744623 (viewed 16 Mar. 2007). 62 “Burger King® launches A Tu Manera(SM) National Sweepstakes,” press release, 28 Jan. 2005, http://www.hispanicprwire.com/news.php?l=in&id=3638&cha=7 (viewed 6 Apr. 2007). 63 “Burger King Sponsors A Sizzling Reggaeton Promotion,” press release, 18 Apr. 2006, http://www.hiphoppress.com/2006/04/burger_king_spo.html (viewed 6 Apr. 2007). 64 “Burger King Sponsors A Sizzling Reggaeton Promotion.” According to the press release, Burger King’s “Mi Música, Mi Estilo is a multi-level promotion that includes: restaurant meet and greet opportunities, guerrilla street teams, a WHOPPER® gift with purchase including downloadable music ringtones, songs and wallpapers, radio spots featuring Voltio, TV and online promotion and private concert performances. Prior to the South Florida event, Burger King Corporation conducted a multi-city sweepstakes to send consumers to the [2006 Billboard Latin Music] awards show and VIP parties.” 65 Quoted in “Burger King® Sizzles with High Voltage Reggaeton Campaign,” press release, 26 Apr. 2006, http://www.hispanicprwire.com/news.php?l=in&id=6056&cha=7 (viewed 6 Apr. 2007). 66 See, for example, Burger King’s Spanish-language Extreme Website, http://www.tucontraextreme.com/ (viewed 6 Apr. 2007). 67 A good example of the range of online advertising formats can be found for this and other MTV online channels at MTV.com’s Advertiser’s Information page, http://www.mtv.com/asm/adspecs/adunits.jhtml (viewed 6 Apr. 2007). 68 Nancy Ayala, “MTV Tr3s Pairs Up Music Shows With Advertisers,” Marketing y Medios, 23 Jan. 2007, http://www.marketingymedios.com/marketingymedios/noticias/article_display.js p?vnu_content_id=1003536070 (viewed 6 Apr. 2007). 69 Quoted in Luis Clemens, “Marketers Put Their Brand on Programs Product Placement, Branded Shows Take Center Stage, Raise Concerns,” Multichannel News, 12 Feb. 2007, http://www.multichannel.com/article/CA6415477.html. “The Chicas Project,” mun2, http://holamun2.com/bodega/shows/chicas (both viewed 6 Apr. 2007). 70 Matthew G. Nelson, “McDonald’s Tries Mobile to Hawk Fish, Targets Hispanic Market,” ClickZ Network, 26 Feb. 2007, http://www.clickz.com/showPage.html?page=3625104 (viewed 16 Mar. 2007), 71 Lisa Bertagnoli, “Marketing Latin Style: Chains Crank up Hispanic Advertising as the Population Burgeons,” Restaurants & Institutions, Nov. 2000, http://www.rimag.com/archives/2000/11b/business-hispanic.asp. See also interview with Rick Marroquin, McDonald’s director of Hispanic marketing, Marketing y Medios, 1 Mar. 2006, http://www.marketingymedios.com/marketingymedios/search/article_display.jsp ?schema=&vnu_content_id=1002115554&WebLogicSession=Q4FPBcjXA16sFyeU TU66eR9svpl9plA2GAjgJFgPDwMrmYfvQp6F%7C39294472689635699/177738 805/6/7005/7005/7002/7002/7005/-1 (both viewed 6 Apr. 2007). 72 “McDonald’s Neil Perry,” iMedia Connection, 27 Jan. 2002, http://www.imedia connection.com/content/1343.asp (viewed 6 Apr. 2007). 73 Levantateya.com is the Spanish-language version of McDonald’s “Morning Impaired” website, http://www.morningimpaired.com/hcm2007/ (viewed 6 Apr. 2007). 74 Kevin Newcomb, “Hispanic Portals Reach Out to Advertisers,” ClickZ Network, 22 Mar. 2005, http://www.clickz.com/showPage.html?page=3491971 (viewed 16 Mar. 2007). 75 Lloyd, “No Habla Español?” 76 “Briabe Media Offers Multicultural Mobile Marketing Assessments for Brands Seeking to Better Connect with Hispanic and African American Customers,” press release, 27 Feb. 2007, http://www.prwebdirect.com/releases/2007/2/prweb507171.htm (viewed 16 Mar. 2007). 77 “Briabe Media Offers Multicultural Mobile Marketing Assessments.” 97
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Interactive Food & Beverage Marketi
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This report was funded in part by T
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Setting the Stage 7
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…an average visit to the McDonald
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Digital technologies are…creating
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Increasingly, mobile users will be
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…Pepsi’s director of digital me
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Business models underlying youthori
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“On average, for a specific IMV,
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“[S]ometimes the marketing is so
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Since the beginning of the World Wi
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44 Interactive Food & Beverage Mark
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