September, 2010 // Posts published in September, 2010
The Young Adult Phenomenon
“The percentage of 26-year-olds living with their parents has nearly doubled. One-third of people in their 20s move to a new residence every year. Forty percent move back home with their parents at least once. They go through an average of seven jobs in their 20s, more job changes than in any other stretch. Two-thirds spend...
The Dodgers trademark “Los Doyers”
A few weeks ago, the Los Angeles Dodgers trademarked the name, “Los Doyers.” This story is a good reminder that brands are never really “owned” but rather, they are “shared.” What’s Los Doyers? Here’s how UrbanDictionary.com defines it: “A common nickname for the Los Angeles Dodgers. Jokingly caught on because of the huge percentage of Mexican American...
NATURE VALLEY “ATTRIBUTES”
NATURE VALLEY TV CHALLENGE: Stories of people conquering nature, from kayaking to mountain climbing, work well with the General Market, but these examples don’t resonate with the Hispanic market, who live in predominantly urban centers and find “nature” closer to home. STRATEGY: While the General Market had used the nature lifestyle to get to the product’s natural...
XBOX “STADIUM”
CHALLENGE: Microsoft needed to develop a Holiday-based campaign to generate immediate sales. STRATEGY: For Hispanics, the purchase/desire for an XBOX console requires an exciting offer at a great value. RESULTS: While exact sales figures were not reported, Xbox was quoted as stating that for the first time in the history of Xbox, they were able to surpass...
BUSH’S BEANS “TRUE MEXICAN”
CHALLENGE: Generate Trial & Awareness of Bush’s Pinto & Refried Beans among Spanish-dominant Mexican Females (25-49) living in Houston,TX STRATEGY: Using Mariachi Music as the platform allowed us to relate to consumers in a very traditional way, making these “gringo” beans relevant to our target. RESULTS: As a result of the campaign and event, total brand awareness...
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