Allstate, American Family Differ In Hispanic Approach

Allstate and American Family Insurance are taking different approaches to their marketing targeting Hispanic consumers.

A spinoff of its national general market advertising campaign, “Mayhem,” Allstate is introducing an effort with the antagonist “Mala Suerte,” who represents unfortunate circumstances. The word “mayhem” has no literal translation in the Spanish language, which led Allstate to create “Mala Suerte” to resonate more directly with Hispanics. Read More »