Brands Use Color & Scent to Target Latina Shoppers
You don’t have to be Hispanic to enjoy a little lime in your mayonnaise.
But that’s one manufacturer’s attempt – Kraft, as it happens – to appeal to Hispanic consumers. And it’s working.
“In Mexico, base mayo has lime juice in it, and often, Hispanics add even more lime juice themselves,” notes Karmen Conrad, a senior brand manager at Kraft Foods. “We wanted to offer an authentic mayonesa to the Hispanic population in the U.S.”
For the first time, nearly half of Kraft Mayo’s advertising is targeted toward the Hispanic community.
Today, more than ever, Hispanics are the buyers to court – Latina moms, in particular.
Read the entire article at the Houston Chronicle.