By Laurel Wentz
Mailed 2004-09-29
Dunkin' Donuts, CVS and Mitsubishi Commit to Original Spanish-Language Projects.
This fall many marketers who have already taken the first small steps into the U.S. Hispanic market -- typically dabbling with local radio and translating a few general-market TV commercials into Spanish -- are making the next, bigger leap.
That means committing more dollars, doing original creative work in Spanish, and seeking more strategic insights into the U.S. Hispanic consumers they are counting on to fuel their growth.
For marketers as varied as Allied-Domecq's Dunkin' Donuts, drug chain CVS and carmaker Mitsubishi Motors North America, the time is right. They are chasing a growing Hispanic consumer mass, especially as many marketers expand into regions with large Hispanic population.
"The key is talking to the Hispanic market in [its] language -- there's a 61% increase in ad recall by using the [Spanish] language".
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