MARKETING PROfile: Javier Moreno, manager of external affairs and communications for Toyota Motor North America Inc.

 

JavierMoreno

Javier Moreno manager of external affairs and communications for Toyota Motor North America, has a solid reputation of engagement with the Hispanic community, including attending events featuring Latino influencers and incorporating Hispanic bloggers and communicators in Toyota’s activations.

 

Toyota has long been recognized as the top-selling auto brand among U.S. Hispanic customers, but it didn’t happen overnight. From testing its first cars in the mountainous terrain of Puerto Rico, to the Corolla holding its place as the number one national selling vehicle in the Hispanic market, the Toyota brand’s successful trajectory has been a long one, and it looks as though it will continue that way, thanks to its young, energetic driver at the wheel– Javier Moreno, manager of external affairs and communications for Toyota Motor NorthAmerica (TMNA), Inc. in Plano, Texas.

Previously, Moreno served as manager of corporate communications at Toyota’s North American holding company based in New York City. His responsibilities included media and investor relations, social media, marketing communications and multicultural outreach.

Now, Moreno’s role has shifted to being a national spokesperson for the company, to establish Toyota’s public presence in the Dallas-Fort Worth Metroplex through the management of media relations, government affairs and community relations.

Javier Moreno talked to Hispanic PR Blog recently, addressing topics raging from Toyota’s marketing strategy with Latinos, the brand’s (and his) involvement with national Hispanic events and conferences, and the challenges of persuading the Latino community to embrace a more green lifestyle through the use of hybrid cars.

 

Being involved with Hispanic initiatives/marketing isn’t new to Toyota. But it is new to a lot of other brands. What made Toyota realize this was an important demographic from the get-go?

Toyota has advertised to U.S. Latinos for more than 30 years, while many brands are just now realizing the importance of the Hispanic market and are trying to catch up. Our strategy has been both comprehensive and integrated and incorporates elements of marketing, public relations, community relations and stakeholder and influencer engagement. Toyota campaigns such as Somos Muchos Latinos celebrate the diversity within the Hispanic community, yet acknowledge that we are one family.

 

Toyota is involved with several Hispanic events/conferences throughout the year. Why do you feel it’s important to be involved with these events and what has the brand gained from their partnerships?

We strive to remain close to the market in order to understand each unique culture and be able to speak about the opportunities that Toyota vehicles provide in the most relevant and respectful way. Serving as a title sponsor for premier Hispanic events and conferences allows us to not only engage with the Latino community, but also thank them for their business. These connectionsare the basis of our multicultural-marketing approach and it’s why we’ve seen success in this important market.

 

I’ve noticed that Toyota is using social media to reach Hispanics. A lot of brands are hesitant to involve social media in their yearly campaigns, especially Latinos in social media, yet Toyota has fully embraced it. Can you tell us more about the #VayamosJuntos campaign? Who organized this campaign? Is it the Toyota internal communications team? Or do you work with an agency or a blogging network?

Hispanics are the most active group on social media in the U.S. —80 percent of Latinos are digitally engaged, according to Pew Hispanic Research. So Toyota knows they’re a target online audience. #VayamosJuntos is actually an extension of Toyota’s “Let’s Go Places” slogan. And while it’s not the literal translation, we wanted the Spanish-language slogan to truly reflect the meaning behind “Let’s Go Places.” In researching the new slogan, we found that “vamos” is the more commonly used word, but may insinuate a mandate. Meanwhile, “vayamos” is more of an invitation.

#VayamosJuntos is another example of how Toyota strives to engage Latinos in a more relevant,authentic way. We know it’s about more than simply translating from English to Spanish. Toyota Latino is managed by our internal team with support from Conill Advertising. Conill has been an excellent agency to work with over the past three decades.

 

Does Toyota approach their marketing towards Latinos differently than toward non-
Latinos? In other words, how does your approach differ? What data or culture quirks and customs do you notice when it comes to car buying from Latinos vs. other demographics?

The Total Toyota (T2) approach is a “total market” strategy. As the corporate communications team, we’re actively establishing deeper relationships with influential Latino communities in the U.S. through our Hispanic Business Strategy Group. Our strategy is both comprehensive and integrated.

When it comes to trends, we’ve seen that Latinos are more likely to own mainstream subcompact and compact cars, such as the Toyota Corolla, followed by mainstream mid-sized cars and then full-sized and heavy-duty pickup trucks. Hispanics are also more likely to choose a Japanese- branded vehicle over other brands. They’re also going to rely more on friends and family for information on a certain vehicle, rather than what they read in print or see on television.

 

How do Latinos feel about hybrid cars? Do you think it’s harder to convince Hispanics to go green than other demographics? Why or why not?

It’s a work in progress. As the creator of the Prius, Toyota knows hybrid technology and has shown that it’s a proven technology, saving American’s about $5 billion in fuel costs over the past 14 years. We have the opportunity to continue to work with the Latino community and share the benefits of hybrid technology and are doing just that.

The Prius family currently accounts for about 41 percent of all alternative fuel vehicle sales among Hispanics. And while Latinos have been slower to adopt hybrid technology, sales increased from roughly 12,701 total units sold in 2009, to more than 40,000 units 2013.

 

What has Toyota done to market the hybrid car and convince Hispanics to embrace a green lifestyle?

Strategies such as our social media partnership with Latino influencers such as Jon Secada aim to promote a greener lifestyle to U.S. Hispanics. Secada is a well-known and trusted public figure for Latinos and his endorsement of the Toyota Prius strengthens our message of increasing sustainability awareness within the market.

 

What can Hispanic consumers expect from Toyota in 2015? Will Toyota be at more events? Increase or decrease their social media presence? Launch a new advertising campaign? Etc.

Consistency is key in order to continue with our success. While we can’t share everything, we do know we’ll remain aggressive in this market and continue to promote our core products, such as the Tundra and Corolla. We’d also like to continue improving hybrid technology acceptance among Latinos. Following the 10 year milestone as no. 1 among U.S. Hispanics, we have some great things in store in order to thank our Latino consumers for their business and continuous support.

 

Variety Latino measures Hispanics’ emotional connection to Latino celebrities via nationwide survey

 

 

VarietyLatino

Screenshot, Variety Latino Web site (www.varietylatino.com)

 

Variety Latino, launched last March through a partnership between Univision Communications, Inc. and Variety Media LLC, a subsidiary of Penske Media Corporation– has conducted a first-ever nationwide survey to measure the brand power, appeal and influence of today’s top Latino film and television actors based on U.S. Hispanics’ emotional connection to them. Reflecting the survey’s findings, Variety Latino has ranked the celebrities in a list titled “Power of Latinos: 20 Most Influential Stars,” now available on VarietyLatino.com as part of their Hispanic Heritage Month special content.

Variety Latino commissioned celebrity branding authority Jeetendr Sehdev to survey a random sampling of Hispanic men and women, in both Spanish and English, across a wide range of U.S. cities, incomes, acculturation levels and age groups. Aimed at ranking the overall appeal and influence of Hispanic stars among members of their own community, the survey measured parameters such as perceived authenticity, accessibility, relatability, likability, grace, style, humor, community involvement and activism, and social media popularity.

Among its findings, the survey revealed that 78 percent of people surveyed agree that Latino celebrities who have crossed over into Hollywood from Spanish-language media are good role models for the community, and that 83 percent agree that humor permits a heightened emotional connection and increases engagement with the celebrity—which could explain why Sofia Vergara and Mexican comedian Eugenio Derbez are both ranked No.1 on the list of the 20 Most Influential Stars.

Since its launch in March 2014, the Variety Latino digital destination has experienced sustained growth, recently surpassing 1.5 million monthly unique visitors.

“The enormous –and practically instant– success of the Variety Latino brand has been extremely gratifying and exciting, driving us to continue moving the needle in the industry to provide the Hispanic audiences with the most comprehensive, reliable, up-to-the-minute inside information on the world of entertainment,” said Angie Romero, Editor, Variety Latino. “This landmark ranking of today’s biggest Latino stars as seen through the eyes of the U.S. Hispanic community is just one more example of the kind of exclusive, fascinating content that is making Variety Latino the nation’s most popular digital destination for Spanish-language entertainment news.”

Beyond its home at VarietyLatino.com, Variety Latino features a Hollywood-themed segment on Univision Network’s top-rated news magazine “Primer Impacto,” and biweekly syndicated segments on Univision’s national affiliates. Additionally, Variety Latino is developing weekly original English-language video programming in conjunction with Fusion, a joint venture between Univision and Disney/ABC Television Network.

Actor Luis Guzmán, Facebook’s Christian Martinez head Hispanicize 2015 advisory board comprised of social influencers

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Facebook’s U.S. Hispanic Head of Sales Christian Martinez and actor Luis Guzmán will be co-chairs of the national advisory board for Hispanicize 2015.

 

Facebook’s U.S. Hispanic Head of Sales Christian Martinez and award-winning actor Luis Guzmán today were named co-chairs of the national advisory board of Hispanicize 2015 that features senior executives and influencers from the nation’s leading U.S. Hispanic brands, marketing agencies, bloggers, film and Latin music industries.

Hispanicize 2015 returns to the InterContinental hotel in downtown Miami, March 16-20, 2015.

“The fact we have the head of all U.S. Hispanic Facebook and a major Latino actor leading our board should serve as notice that something very transcendent is at work for 2015,” said Manny Ruiz, founder and creative director of the Hispanicize event. “Our national advisory board is collaborating to build what will easily be the most imaginative, engaging and fun Hispanicize event ever created. ”

Event organizers have also designated Mike Warner, Chief Operating Officer of Egami Consulting Group, as vice chairman of the 2015 event. “Mike is providing us with invaluable insights and will play an instrumental in the evolution of this year’s Latin music artist showcase,” said Ruiz, who this year added top brands like Twitter, Tabasco, Best Western and Big Lots to the advisory board.

Among the most prominent items on the national advisory board’s agenda are judging the national Tecla Awards for excellence in blogging, social media and digital marketing, the Positive Impact Awards, developing the massive expansion of content for Latino bloggers, vloggers, Viners and Instagrammers, the evolution of the Latin Music Showcase and the Hispanic Journalist Showcase and Hispanicize Film Showcase.

 

In addition to Martinez, Guzmán and Warner, the Hispanicize 2015 board is comprised of:

 

– Nuria Santamaria Head of Multicultural Strategy Twitter

– Nydia Sahagun, Sr. Manager, Storewide Marketing/Multicultural, Target

– Jose Espinoza, Hispanic brand marketing lead for the US and Mexico, Tabasco

– Stephen Sanchez, Global Corporate Communications Manager, 3M

– Alba Adamo, Group Director, Hispanic Marketing, The Coca-Cola Company

– Norelie Garcia, Head of PR & Communications, Cricket Wireless

– Patricia Pineda, Group Vice President, Hispanic Business Strategy Group of Toyota Motor North America

– Craig Smith, Managing Director of Corporate Communications, Best Western International

– Jason Riveiro, Multicultural Marketing Manager, Big Lots, Inc.

– Jenina Nuñez, Manager, External Communications, McDonald’s

– Maribel Ferrer, Media Relations Vice President for U.S. Hispanic and Florida, JPMorgan Chase

– Luis Casamayor, President and Chief Creative Officer, República

– Rick Marroquin, Lifestyle Agent/Executive, Creative Artist Agency

– Natalie Boden, President, BodenPR

– Zing Shaw, Vice President of Diversity and Inclusion, Edelman

– Armando Azarloza, President, The Axis Agency

– Lissette Rodriguez, Vice President, Devries Global

– Annette González-Malkin, Senior Vice President of Hispanic Strategies and Solutions, Hunter Public Relations

– Diana Valencia, Senior Vice President, Multicultural Communications, Porter Novelli

– Mike Valdes-Fauli, CEO, Pinta

– Giovanni Rodriguez, CEO, SocialxDesign; Co-Founder, Sennseis

– Matt Cherry, Publisher, iBlog Magazine

– Freddy Balsera, CEO, Balsera Communications

– Calixto Chinchilla, Director of Hispanicize Film Showcase and former Executive Director of the New York International Latino Film Festival

– Katherine Johnson, Partner, Hispanicize Event and Co-Director, Hispanicize Music Showcase

– Vanessa James, President, Vanessa James Media

– Piera Jolly, Co-CEO, Latina Mom Bloggers

– Jesse Martinez, Co-founder, Latino Start up Alliance

– George Cabrera, President/CEO, ASPIRA of Florida

– John Echeveste, CEO, LA Plaza de Cultura y Artes

– Ramon de Leon, Global Business and Social Media Keynote Speaker/Digital Influencer

– Rosy Cordero, Digital Influencer, FabGirlMag.com

– Laurita Tellado, Blogger/SM Influencer, Holdin’ Out for a Hero and Espresso con Leche

– Lizza Monet Morales, Blogger/SM Influencer, XoxoLizza.com

– Gaby Natale, President, Journalist and Digital Influencer, AGANARmedia

– Maya Murillo, Vlogger/SM Influencer, Maya in the Moment

– José Sánchez, Blogger/SM Influencer, Piccolo Mondo PR

 

For more information, click here

Hispanic Televison Summit lineup includes total market approach, millennials

Major League Soccer, mun2, Telemundo and NBC Sports are among the companies and organizations that will be represented at this year’s Hispanic Television Summit.

 

Key topics at the 12th Annual Hispanic Television Summit, on Thursday, October 2nd at the Marriott Marquis in New York City and presented by Broadcasting & Cable and Multichannel News magazines, will reflect increased interest in the Hispanic TV business by general market executives. Topics include the importance of sports, “total market” approach to media, Hispanic millennials, social consciousness, promotion, multi-screen distribution and the art of storytelling.

Five panels are complemented by keynote interviews and special presentations about the state of Hispanic advertising; sports rights; future distribution of FIFA World Cup and the Olympics; the importance of Mexican soccer; and the role of socially conscious storytelling for millennial Hispanics. Additionally, there will be an awards ceremony in recognition of DISH and Major League Soccer (MLS) for their leadership in Hispanic television. Alfredo Rodriguez, VP Marketing for the DishLATINO brand, will accept for DISH, and Commissioner Don Garber will accept on behalf of Major League Soccer (MLS).

“The general market has taken note of the Hispanic TV business, which is why we have more speakers and first-time registrants from the general market this year,” said Louis Hillelson, Vice President/Group Publisher of Broadcasting & Cable and Multichannel News. “The agenda is suited to provide valuable insights for newcomers, as well as those seasoned in the Hispanic TV business.”

The Hispanic Television Summit is the signature annual conference for those in the business of television and video intended for Hispanic audiences. The Summit attracts about 500 executives representing advertising, brands, programmers, production, pay television, broadcasters, digital, technology suppliers, researchers, marketing firms and financial investors.

 

To read more, click here

Target, Macy’s, and Sherwin-Williams join Hispanic Heritage festivities

 

Business Wire / Macy’s

 

With the kickoff of Hispanic Heritage Month, retailers are eager to join the fiesta.And they’re hoping to woo Hispanic shoppers, who are typically younger and more open to shopping through both social media and mobile devices.

As the Hispanic population grows in the U.S., the stakes get higher for stores every year, with retailers struggling to keep up with key demographic changes. Nielsen reports that 38% of Hispanics between the ages of 18 and 29 are bilingual — a jump of 73% in the past decade. (Nielsen calls this group the Bi-Llennials.)

And Latino Millennials now account for nearly 20% of Gen Y.

Macy’s, for example, is zeroing in on these young women with its programs this year, bringing together three notable Latinas — Jasmine Villegas (actress, singer and Twitter powerhouse), fashion blogger Julie Sariñana and Kika Rocha, former People en Español fashion director — for a talk tour at seven of its stores. The trio will dish on culture and fashion influences, and Villegas will also sing.

Some retailers are creating campaigns designed to promote causes that resonate with young Hispanics. Sherwin-Williams, for example — the Cleveland, Ohio-based paint retailer — is partnering with artists Edwin Gil and Alexander Mijares, who are using Sherwin-Williams colors to create community art projects. Gil, who is a Colombian native, will use the paint in his international anti-bullying project, called Faces of Diversity. And Mijares, a Miami native, is set to help headline the opening of LAB ART Texas.

The company says it’s part of an effort to connect the cultural color elements of Hispanic heritage, including a hashtag campaign, #EstoPintaBien, to help people connect with the company and show off the colors that make their homes and communities come alive.

The Minneapolis-based Target is sponsoring the Hispanic Heritage Awards, hosted by actors Edward James Olmos and Award-Winning Actress Judy Reyes.

 

To read the original post on MediaPost, click here

 

The U.S. Census Bureau heeds start of Hispanic Heritage Month

Hispanic Heritage Month is celebrated from September 15th through October 15th.
(PRNewsFoto/U.S. Census Bureau)

 

Today marks the start of National Hispanic Heritage Month — a time to recognize the contributions and cultures of the nation’s fastest-growing population group. The idea started as a special week in 1968 and was expanded to a full month 20 years later.

There are 52 million Hispanics in the U.S., 17 percent of the total population, forming the nation’s largest ethnic or racial minority. Over half of that population resides in California, Texas or Florida, and nearly two-thirds are of Mexican background. Twenty-two-and-a-half percent of all elementary and high school students in the U.S. are Hispanic, indicative of a growing population that is expected to reach nearly 129 million by 2060. You can find more facts about America’s people, places and economy, from the American Community Survey, here. 

IRI publishes guide to help CPG marketers win with Hispanic consumers

 

IRI (www.iriworldwide.com)

 

By 2015, the U.S. Hispanic market’s purchasing power will total $1.3 trillion. To help CPG marketers connect with this diverse, rapidly expanding customer group, IRI has released a new publication, “Point of View: Winning with the Hispanic Consumer Today.”Leveraging IRI’s deep insights and data, the Point of View will deepen marketers’ understanding of the key disciplines required to succeed with Hispanic consumers, including creating a cultural connection, effectively engaging and activating shoppers throughout the path to purchase and gauging success through accurate metrics.

Today, Hispanics account for one in six Americans, or 53 million people. Hispanic families consume more media and are more responsive to media than the general population. Additionally, 70 percent of Hispanics are under age 40, making investment in this group a wise long-term proposition. Marketers have historically underserved Hispanic shoppers, but continuing to do so would be a mistake: IRI analysis shows that a $1 billion CPG company can earn an extra $71 million in revenue annually by investing more effectively in the Hispanic consumer.

“Hispanics are a powerful, growing group, and marketers who make special efforts to satisfy these consumers will certainly reap many rewards,” says Joy Joseph, principal and practice leader, Global Analytics and Consulting, IRI. “Highly targeted, well-executed Hispanic campaigns grounded in a thorough understanding of the Hispanic shopper can directly stimulate revenue increases and market share growth. In fact, our analysis of 10 CPG product portfolios shows that more aggressive spending on Hispanic campaigns can yield outsized results.”

 

To read more, click here

Tyson, Duracell among brands working with Collective Bias to reach Hispanic consumers

 

(www.collectivebias.com)

 

Collective Bias announced on Wednesday that it has signed new deals with some of the world’s leading brands that are turning to the shopper social media company to connect with consumers in the U.K. and Hispanic markets. These new service offerings reinforce why Collective Bias recently made its debut on the 2014 Inc. 5000 list of fastest growing U.S. companies at #589 and was the #1 ranked company in Arkansas. In addition, Collective Bias picked up an honorable mention from the prestigious Content Marketing Awards for work done with Disney’s #FrozenFun.

The latest brands working with Collective Bias’ “ColectivaLatina” team to reach Hispanic shoppers on social media include Tyson, El Yucateco Hot Sauce, Duracell and La Morena. With a combined reach of 18 million viewers, ColectivaLatina influencers create high-quality, culturally relevant content. The social content is produced by influential Latinos and is designed to be easily shareable on social networks including Pinterest, Twitter, Instagram and Facebook in order to reach other Latinos.

Fresh off the heels of a successful U.K. World Cup Twitter campaign that generated 22 million impressions and a top 10 trending topic for Coca-Cola Enterprises, Collective Bias and Coca-Cola are expanding their relationship in the region with new shopper social media initiatives. These include campaigns for Capri Sun, Coke Life with Vodafone and original 2014 holiday season campaigns. Collective Bias, which opened its U.K. office in 2013, also signed regional shopper marketing program deals with J&J Polysporin and Shopper Events Canada for Walmart and HMV.

 

 To read more, click here

HolaDoctor launched MiDieta mobile app for weight loss

HolaDoctor aims to be “the most comprehensive Spanish-language health and wellness digital network available today.”
(www.holadoctor.net)

 

HolaDoctor has launched its mobile application, MiDieta, created to control weight in a healthy fashion. MiDieta is the only personalized platform that enables users to create healthy menus to reduce weight using the largest cookbook of Latin American recipes, with more than 3,000 recipes.

This App lets users keep track of the progress they make in losing weight, as well as measures to achieve a healthy body without extra weight. Drawing on a selection of ingredients and foods that are part of Latin cuisine, the application creates a personalized diet based on the preferences and nutritional needs of Hispanics.

Nutrition specialists for Hispanics both in Latin America as well as the United States have designed this unique platform that was first launched in a web version, and is now appearing as a mobile application.

The new application also enables users to keep track of their weight on a daily basis, and draw up shopping lists.

MiDieta App is available on iOS and Android totally for free in the United States, and at a cost of US $1.99 for Android users in Latin America.

 

To read more, click here

Marketing Maven to join L.A. Walk to End Alzheimers

 

The Marketing Maven team. (www.virtual-strategy.com)

 

Marketing Maven, an L.A.-based public relations firm, will join thousands of individuals at the Walk to End Alzheimer’s as team “Think Purple,” in Thousand Oaks, CA on Saturday, October 25, 2014.

“This is our first season as participants in the Walk to End Alzheimer’s and we look forward to surpassing our fundraising goal,” said Lindsey Carnett, CEO and president of Marketing Maven. “The Marketing Maven team encourages community members to sign up and build awareness for the nation’s sixth-leading cause of death. We look forward to being ongoing supporters of an important cause.”

The 2014 Walk to End Alzheimer’s will raise funds to further the care, support, and research efforts of the Alzheimer’s Association. The Walk is held annually in more than 600 communities nationwide and calls on participants of all ages and abilities to reclaim the future for millions. While there is no fee to register, each participant is expected to fundraise in order to contribute to the cause and raise awareness. The Alzheimer’s Association provides free, easy-to-use tools and staff support to help each participant reach their fundraising goal.

Join Marketing Maven at the 2014 Walk to End Alzheimer’s by registering online for free at http://bit.ly/1viCHTi. Participants can also register with the, “Think Purple,” team at registration on Saturday, October 25th at 8:00AM PST. The walk starts at 9:30AM PST at the Thousand Oaks Civic Arts Plaza in Thousand Oaks, CA.

Participants can also contribute to support Alzheimer’s awareness by supporting the, “Think Purple,” team with donations and helping them surpass their donation goal.

Marketing Maven is regularly involved in local charities and causes and has provided annual marketing support pro bono to Casa Pacifica Centers for Children and Families and their Wine & Food Festival since 2012. The marketing firm has also provided pro bono services to Back On My Feet in New York to support the organization’s mission to fight homelessness.

 

To read more, click here

Demographic shift signals the need for more mobile marketing

By: Laurita Tellado

A Pew Research infographic demonstrating cell phone ownership and Internet use by race, indicates that 76 percent of Hispanics access the Internet using a mobile handheld device, at least occasionally. (Pew Hispanic, www.pewhispanic.org)

 

The demographic makeup of the U.S. is in the midst of a drastic shift. The U.S. Census estimates that, by the year 2043, Caucasians will become a minority in the country. For the first time in our nation’s history, the majority of people are of a multicultural background.

 

Hispanics make up approximately 17 percent of the population, according to the U.S. Census Bureau. In comparison, 13 percent of people in the U.S. are African-American, five percent are Asian, and nearly 78 percent are white.

 

This progressive shift in population will mean a lot more to marketers than the mere publishing of campaign materials in Spanish as well as in English. For agencies and their brand clients, it also highlights the need for digitalizing their strategies.

 

A March 2013 report by Pew Research states that the percentage of Latino adults who say they go online at least occasionally had risen from 64 percent to 78 percent– an increase of 14 percent.

 

Additionally, 86 percent of Latinos said they owned a cell phone in 2012, in contrast to just 76 percent in 2009.

 

“Latino internet users are more likely than white internet users to say they go online using a mobile device—76 percent versus 60 percent,” the Pew Research report indicates.

 

What do these numbers mean for marketers? As the Latino population grows in the U.S., along with an increase in cell phone usage, so should marketers embrace the closing of the so-called “digital divide,” and invest even more in mobile technologies  to attract– and keep– their Latino clientele.

 

With this transition also comes the ability to reach consumers wherever they may be– at home, at work, or on vacation, while they might otherwise not have access to a computer.
And with Hispanics almost tied with blacks and whites for their use of social networking sites such as Twitter and Facebook, reaching Latino consumers online has never been easier.

 

That is precisely why the marketing and PR industries need to heed the blatant call to action from the soon-to-be majority group, or risk finding themselves on the unfortunate side of another digital divide.

 

Oscar Mayer brings back sassy, truth-telling “Abuela Lola”

 

(www.facebook.com/LolaTalks)

 

As back-to-school season approaches, Oscar Mayer is again featuring Lola, the “totally transparent” Abuela, who has no problem offering her eye-opening honest commentary, bringing to life the freshness of Oscar Mayer Deli Fresh lunch meat. Lola will assist Oscar Mayer in supporting the Spanish-language Deli Fresh Oven Roasted Turkey Breast campaign, which is the brand’s largest Hispanic integrated marketing campaign of the year.

“We know sometimes being as transparent as Lola isn’t always a good thing, but with our Deli Fresh lunch meat it is.  We are happy to have someone like Lola help bring that to life, especially during back to school season,” said Tom Bick, Senior Director of Integrated Marketing and Advertising at Oscar Mayer.

 

 To watch the ad, click here