09.24.07

How do you say “Got Milk?” in Español?

Posted in advertising/marketing at 9:34 am by Pammy

This article from this passed Saturday’s issue of The New York Times Magazine takes you into the world of advertising for Spanish speakers. They have even labeled Hispanics into the degrees in which they have assimilated.

• LEARNERS: foreign born, Spanish dominant, 3 av kids, 65% rent
• STRADDLERS: immigrated young, 4 av HH size, blue collar/semi prof, bilingual/mostly Spanish
• NAVIGATORS: English dominant, some Spanish, 78% at least some college, semi prof/prof, 60% own home, HH inc $76

As they begin to realize that Hispanics are spending as much as $928 billion in the US, advertising agencies are targeting entire campaigns to the spanish-speaking immigrants. These are American-born citizens as well as green-card residents and the undocumented.

I find it interesting that some marketing mechanisms had to be completely re-branded.  Spending $60 million on Hispanic targeted advertising, Walmart’s English tag line, “Low prices, always,” just doesn’t resonate with hispanics. While “Para su familia, de todo corazón. Siempre,” or “For your family, from the heart. Always,” draws on their family-focused attitude.

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