Kleenex Expresa tu Hispanidad

About Hispanic Packaging Design

What a wonderful contest by Kleenex facial tissues about "Expresa tu Hispanidad"! A contest held last September that invited "[amateur artists in the United Stated to express their Hispanic heritage by creating original works of art.]" The first 3 winners would have their winning works of art printed in boxes of Kleenex facial tissues. (now available in stores).

I have to applaud and say I am delighted with the concept of integrating social media, consumers, brands and products into one project. I think the results are outstanding. Not only you get a unique art expression, but a sentiment, an original flavor, a representation of who we are and a rich culture showpiece that speaks a thousand words. 

¡Bravo Kleenex! -HF
For more information click here
Image: conkleenexexpresatuhispanidad.com

Goya is Big, But Not Great (Yet)

Article by by Larry Lucas and Jorge Aguilar
When you think about prepared Hispanic foods, Goya is the brand that most likely comes to mind. Around since the 1930s, it offers hundreds of products, has gained access to both Hispanic and mainstream retail outlets and has spent tens of millions of dollars in television advertising. Unequivocally, Goya Foods is a large, successful company.

Many brands are at a similar impasse, investing significant resources in the quest to become authentic Hispanic brands. But they end up stuck in the middle, unable to connect with this demographic group and undifferentiated against competition. Why?
At the most basic level, one explanation is the tendency of marketers to approach Hispanics as a single group when, in fact, there are a variety of fundamental differences within it. Fortunately, an increasing number of businesses are realizing this and are exploring ways to segment the Hispanic market. A basic Google search, for example, reveals a handful of segmenting variables that are being used today. While they are a good starting point, these variables are less than ideal. Here’s why:
• Generation: Many believe Hispanic attitudes and behavior are generation-dictated. Not necessarily. While differences exist among first- and second-generation Hispanics, common attitudes can bridge the gap among generations. In our experience, regardless of generation, customer segments that share a hectic lifestyle are willing to pay for products and/or services that help them simplify their lives.
• Country of origin: While country of origin can influence culture, beliefs and opinions, there are enough similarities to assist in cross-country segmentation. Why should a Mexican think differently than a Venezuelan when buying a car or a home? Country of origin is probably more effective in profiling customers rather than segmenting them.
• Orientation toward family: Many ads targeted at Hispanics depict a big family celebration, as some marketers think that all Hispanics are family oriented. In fact, while there are segments that are defined by their family ties, others are more motivated by a different set of values, such as the level of service they receive during the shopping experience.
• Importance of brand: Another fallacy is that Hispanics tend to buy based on brand recognition, preferring what they already know to minimize risk. This isn’t universally true. As in any demographic group, a segment exists that actively looks for and purchases new products and services—the early adopters. Not all Hispanics are risk-averse.
• Product usage: A Goya manager once said, “In Latin America we are united by the language and separated by the bean,” implying that customers can be effectively segmented by what they buy. Segmenting via purchase behavior, however, presents an incomplete picture and produces a segmentation solution that is not stable over time. Think about segmenting customers in the cell phone category based on what product they currently use. This segmentation solution would change every six months and thus hinder the creation of strategies that work over time. Marketers need to understand the motivation for why customers choose the model they do.
• Language: Another popular notion is that English-language ads are less effective than Spanish-language ads in reaching this group. Reaching customers in their preferred language is necessary, but not sufficient to be successful. The most critical issue is identifying the type of message that resonates best with Hispanic segments. Finding the right vehicle and language should flow from there.

For complete article: Click Here
Source Brandchannel

Mi Pueblo Food Center

What a great article by Sheila Himmel! I want a Mi Pueblo Food Center in the NYC Metro area too. Can't wait. Here is a long excerpt:
(Via New York Times)
-
Filling Shopping Carts, and a Community Need

Not long ago it would have seemed inconceivable to Laura Martinez, a councilwoman here, that anyone would come to East Palo Alto to shop for food. Even Ms. Martinez and her family usually left town to do that.

For 23 years, there was no supermarket in this city of about 34,000 people, which has long struggled against poverty and crime. Residents bought groceries in small stores, often high-priced and poorly stocked, or they drove or took a bus three or four miles to Palo Alto, Mountain View or Menlo Park.
Then in November, a Mi Pueblo Food Center opened in a former Circuit City store on Highway 101. Its arrays of meat, produce and Latin American products immediately attracted not only the residents of this largely Hispanic city, but also of the Silicon Valley communities around it.
“The weekend of the grand opening was a weekend of rejoicing,” said Ms. Martinez, 25. “People like my grandmother said, ‘I can’t believe this day is finally here.’ ”...

Windowfarms Urban Gardens have Hispanic Flair!

I just came across a video on how to grow some veggies by the window of your apartment kitchen (if you live in NYC) you know this would be a great idea! And for you all Hispanic Flair readers whom I know that are very natural and earth friendly I think this project would be of your delight. Check "Windorfarms Urban Gardens". Such an "increible idea"!

"Vida" is the name of Matthew McConaughey New Baby Girl

"Vida" for (life in English) is the name of actor Matthew McConaughey and girfriend, Brazilian Camila Alves new baby girl born on January 3rd. Click on the link to see the great picture they are sharing on their website.
Congratulations Camila, Matthew and Levi!

New Latin/Hispanic Product Names

The names corporations, brands, products and even fitness classes are coming up lately have such Latin Flavor! like "Cuerpaso Class" at the New York Health and Racquet Club in NYC. (for the ultimate body)....read the excerpt or click here. "Cuerpaso, Spanish for "The Ultimate Body," is a high-paced 50 minute boot camp escape to Latin America created by international fitness and health sensation, Tadeo. Cuerpaso blends Caribbean dance movements with core-building calisthenics and innovative muscle sculpting technique..."
Source

What Race are Hispanics/Latinos?

Many people ask me, where I am from...since I do not look like the stereotypical Latina. So when I read Juan's article I thought you might be interested in reading it and learning a bit more of how we Latinos are made of.

A great article by my friend JT.-

By Juan Tornoe

"What race are Hispanics?" This, along with "Mexican stereotypes" is one of the phrases that generate a more-than-decent amount of traffic to my blog. Looking at it from the inside out, it is a somewhat nonsensical question, but if I put myself in the shoes of the average non-Hispanic American, I can somewhat understand where they are coming from. It is a somewhat intricate, not a black or white (pun intended) matter.

So what race are Hispanics? They can be Asian, Black, Pacific Islander, White, Native American, or any combination of two or more of these. The Latino community is nothing short of a genetic kaleidoscope. The answer to the question is, "Any of the above." Even the Census Bureau has stated that "Hispanics can be of any race, any ancestry, any country of origin."

Each one of the racial categories mentioned above "shares certain distinctive physical traits." When you begin to look closely at the Latino community as a whole, you begin to notice that you simply can't organize it by race; there's just too many of us who don't fit the finite number of races. Most of us fit in the last category, "a combination of two or more races." Yes, many of us are "mestizos" or of mixed racial ancestry. Still, there are some pure bred White, Black or Asian individuals who identify themselves as Latinos.

So the question now is, what are Hispanics? The best way to categorize them is as an ethnic group. An ethnic group is defined as "a group of those who hold in common a set of traditions that distinguish them from others ... such as a sense of historical continuity, a common ancestry, place of origin, religious beliefs and practices, and language." Please note that when defining an ethnic group, it is done not by a rigidly defined set of characteristics that you can't move away from, but as a combination of several traditions, which at the end of the day define a particular outlook in life, a state of mind, a way to interpret and respond to outside situations and stimuli.

Let's see how some of the characteristics of the Latino ethnicity intertwine.

    * Most Latinos can trace back in time an ancestor who came from México, Central or South America (I always include Brazil here), or the Spanish-speaking Caribbean; in many cases they came from there themselves.

    * Some who perfectly fit within the "Hispanic ethnicity," genealogically descend from Spain or Portugal as well. It all goes back to the conquering and colonization of the New World by the Spanish and Portuguese empires. They settled in America (yes, North America as well), bringing their culture, customs, religion, language, etc., and through cultural and racial cross-pollinating, started a brand new ethnicity and a distinct culture.

    * People from elsewhere migrated -- by free will or not -- to Latin America from all corners of the world as well; we can clearly identify people with Italian, Russian, Chinese, Japanese, and German heritage, as well as those from different parts of Africa, just to name a few. Through time, all the latter, although some still maintain most of their genealogical traits, have assimilated/acculturated into their host nations.

    * Individuals from Latin America who migrate to the United States have a shared connection to the history of their country of heritage, which in turn has many similarities with the history of the other Latin American countries. Then they share all these with their American-born offspring.

    * Without going into a religious debate, and looking only at the customs as well as the interpretation of outside stimuli, we can observe that Latin Americans through centuries of Spaniard/Portuguese colonization have a well-ingrained Catholic outlook, independently of the faith they profess.

With all this in mind, I'm sure you are now asking, "Who is Hispanic?" A recent Pew Hispanic Center report that emerged around the commotion about whether or not Sonia Sotomayor was the nation's first Hispanic nominated to the Supreme Court put it quite clearly: "You are if you say so."

Through my years living in the U.S. I've met and befriended many persons who neither physically or through heritage fit the "Latino stereotype," yet their state of mind, their outlook in life is much more Hispanic than that others I've met who "genetically" look Latino. The former, to me, are Hispanics.

Originally Published on MediaPost's Engage:Hispanics

Even dresses have all that passion...

  

Zoe Saldana's Louis Vuitton dress has Hispanic Flair http://bit.ly/8UajhW

Lonely Planet's - Three Different Spanish Phrase books

I think all of us who study the Hispanic market should have a copy of this 3 different kinds of Spanish books and idioms at home.

A Mexican and Peruvian encounter

Latinos we are a mix of a thousand (to be exagerated) races. We come from all sorts of backgrounds and that is what makes us a unique culture. You have to be either raised as such, or being born and raised in this rich culture to understand its deepest characteristics.

Going to grab lunch this afternoon, a Hispanic looking man was sitting close to my toddler son and me. He heard me talking in two languages, English and Spanish and nodded. Later on I think he couldn't resist asking me where I was from. (since I don't look like the typical Latina)....and I said "I am from Peru". (he said I am Mexican but everybody thinks I am Peruvian)... I was born and raised over there even though my family is Asian, but I am a Latina...and he said..."yes you are Latina".

He mentioned he thought I was my son's nanny! I did not take that in a negative way. On the contrary that make me think one more time how diverse our culture and people are. ¡Que vivan los Hispanos!

Latin Patterns

I have just discovered a Latin pattern. Many imported products from Latin America like tortillas, yogurts, seeds and pastas have developed a package or labels that focuses on their national colors.

Hispanic Flair now on Twitter

Follow us now at www.twitter.com/hispanicflair

In Lima, simplicity is still a trend in package design

In Lima, simplicity is still a trend in package design http://bit.ly/81lbyU
via @AskMarivi

Ask Marivi in Twitter

Have you noticed ¿Ask Marivi? in Twitter? Follow her: https://twitter.com/AskMarivi

Package Design Trend Update - Going Simple

I have talked a lot about how Hispanics like simpler package designed products...

On Sunday when I went grocery shopping I noticed that a significant amount of products are being redesigned. This time going simple. A lot of white backgrounds, Helveticas, sharp clean crisp imagery and less noise where very evident. 

Why this trend? I am not sure, but I can assume that after a long period of time of too marketed products, less quality, more quantity, good enough design...too heavy in message, brands want to clean their face and show a more modern, less cluttered image. 

This comes in perfect time when Hispanics represent the biggest minority in the USA with a huge buying power and when the planet is going green. Happy Earth Day!

How to Tailor Target the Hispanic Market

NEW YORK CITY (Mediaweek) March 3, 2008 — It might seem at first blush that a scattershot approach is the most effective. But instead of carpet bombing, veteran Hispanic shops suggest another metaphor: weaving a delicate tapestry. That's because far from being a monolith, Latinos are a diverse group with a myriad of ethnicities, voices and economic groups, and so is the marketing plan to reach and connect with them, veterans say. Good examples of this are two very disparate campaigns from one agency, Conill Advertising, New York, on behalf of two very different car brands, Toyota's full-size Tundra pick-up truck and Lexus. Tundra is a high-volume seller among Hispanic males in the Southwest who are Mexican immigrants characterized as Jefes, local heroes who are considered pillars of strength in their communities. To reach that consumer, Conill devised a plan that would rely on El Jefe's penchant for regional Mexican music and the national Mexican sport of charreadas (rodeos) to prove the Tundra is as tough as the guy who gets behind the wheel. 

"Because the numbers were so high in this particular cultural group, we saw it as a phenomenal opportunity to be able to dig in deep into cultural heritage and to get into the charro culture and the 'Tundrazo charreadas,'" said Cynthia McFarlane, president, Latin America, at Nazca Saatchi & Saatchi and CEO/chairperson for Conill.

Tundra led an effort to give charreadas a domestic audience, paying homage to the consumers' Mexican rodeo tradition and launching Tundrazo Charreadas and a Tundrazo Music Tour, McFarlane said.

As a result of the campaign, which combined traditional tactics—such as TV and print—with the experiential strategy, the Tundra grew its market share and increased the number of registrations in key markets where Tundrazo events were held, Conill said.

Conill's push for another Toyota unit, Lexus, couldn't be more different. The agency sought to conquer the luxury market in Miami to reach affluent Hispanics, who are considered less acculturated but very wealthy and who appreciate art and culture. 

With that in mind, the approach relied on TV for a more traditional product-focused message as well as experiential marketing and events centered on art and design to appeal to Hispanic Miamians. 

For some perspective from the art world, Conill joined forces with local artists Hector Catá and Christian Duran, and asked them to create their view of "the pursuit of perfection in South Florida" with plugs here and there for Lexus.

The agency's collaboration with the artists resulted in a brightly displayed print campaign that had long-term placement in the lifestyle magazine, Ocean Drive en Español.

McFarlane says her shop has seen positive results with experiential marketing, which she considers the best way to reach sub-segments within the Hispanic culture. 

"It allows you to cut very finely the audience you are trying to get to and reach them with more one-on-one marketing," McFarlane said. "When you go mass media, you have to cast a much wider net and you can't get as culturally or as sub-culturally specific."

In Miami, the Conill effort has helped to move Lexus from the fourth-ranked player in the luxury market to the leading vehicle during an 18-month period, McFarlane said.

Conill's vision of an intricate Hispanic audience target corresponds with a recent Nielsen PreView study out this month titled, Why Market to Hispanics? The report acknowledges the extreme diversity of the Latino market, concluding, "Bottom line, there is not one type of Hispanic consumer but many to market to."

The study suggests that marketers who successfully "dissect their Hispanic consumer base on a scale of acculturation" will be best positioned to reach their targets.

Veteran agencies and media execs concur that more culturally relevant content and messaging that addresses sub-segments of the Hispanic population is the best approach. Another component is crafting advertising and marketing messages that conform to the lives that Hispanics in 2008 actually live.

"That's what is taking us to the next generation of Hispanic marketing," said Alex López Negrete, president and CEO of Lopez Negrete Communications, Houston. "It forces you to really take a look at whether or not the work is truly 'in culture.'" 

López Negrete has discovered this evolution in Hispanic marketing as he and his team work with clients Tyson Foods and Sonic Drive-In, developing creative for TV spots that target Latinos via media and with messaging that recognizes the dualities of their lives.

For instance, a TV spot for Tyson features a family that pays tribute in a campy song and dance number to their mom for serving them a home-cooked meal of Tyson's chicken that they all enjoy and spared her some kitchen-time, giving her the best of both worlds: preparing dinner for her family and using a product that is already cut, trimmed and ready to place in the skillet. 

Similarly, a Sonic Drive-In ad conveys the easy-breezy convenience of pushing the call button to order when ready, which lets customers know there's no pressure to order immediately and they can do so at their leisure. When the order is served up car-side, the group is magically transported to a carefree beach.

López Negrete said developing Hispanic-targeted content for TV spots or a full campaign today means understanding the nuances of what and where Latinos are getting their advertising messages. 

"There's a big chunk of this customer base who is consuming mun2, MTV Tr3s, maybe watching SíTV, then will bounce over to [ABC's] Ugly Betty, then tune into [CBS'] Cane and go back over to her novelas, so that's where the message has to be relevant and in culture," López Negrete said. 

As a result, he says, the marketer's message will change.

"Rarely, now, if you have client who is committed to the segment, and a client who is ready to invest in the segment appropriately, you may have one overlying brand message that works for everybody," López Negrete said. "But when you start getting tactical and into promoting specific products, or specific lines of business, that's where one message may not work."

From the vantage point of the marketer/content provider, as is the case with ESPN Deportes, the idea of multitiered and segment marketing has a similar approach, though it also relies on such factors as regions of the country or ethnic-specific programming since the audience is largely male and is watching/listening in Spanish.

"In our space, which is sports fans in general, there are various sports that are more appealing to viewers in certain countries, so we have a broad landscape where we look to satisfy the needs of all sports fans," said Lino Garcia, general manager of ESPN Deportes. 

Within the Hispanic viewing audience, Garcia pointed out, "There's the Mexican market and then there's the rest of the market, given the large percentage of the overall market that is Mexican or of Mexican descent."

The No. 1 sport among Mexican viewers is Mexican soccer, Garcia said, so they serve this audience by programming to them specifically while balancing that with programming for all of the various Latinos.

"We cut across ethnicity when we offer programming such as UEFA Champions League and we do the same thing with American sports," Garcia said. "But when we look at specific geographies and cultures, Mexican soccer, Dominican baseball and Winter League Baseball, which is more Caribbean, lends itself to more regionalized programming."

Ultimately, Garcia said the cable network's approach comes down to "finding the right mix of programming to appeal to a national audience, then segment that with programming that we know will have a regional appeal and that will cut across to serve the Hispanic's largest segment." 

ESPN Deportes marketing director Maribel Viteri said the network takes the same approach with its marketing, utilizing a national multiplatform message that can be drilled down for use in local markets.

"We focus on going national with a lot of what we do," Viteri said, "But when we have an opportunity to push a campaign even further to a local market, we're able to reach the most local fan."

Source: Hispanic News

Campaña controversial de Vodka

Es interesante ver como asuntos culturales como la historia y nuestro pasado influyen en nuestras acciones y se reflejan hasta en campañas publicitarias miles de años despues. Temas que ya no parecen relevantes pero que cada vez lo son más. 

Campaña de Absolut Vodka

On Spanish Royalty - I see less of Letizia this days

For some reason I see less articles about the Princess of Asturias, Letizia Ortiz in the news. Could it be that she is so skinny that the Royal House has asked the media to cover a bit less of her activities. I really don't know. In conclusion she is a very nice lady and it would be nice to know what she is doing either at home with her kids or in her Royal duties. I guess it isn't enough for me to see only tiny pictures at casareal.es. Vale.

On Hispanic Packaging Design - Current Thoughts

I always like to dig in my supermarket for rare or unseen details about in packaging. It is hard to say yet what a specific formula really appeals to this market. So far what I have seen is bilingual packaging and in this regard I see it more everyday in many other categories than packaging. Two years ago I thought, this trend is going to burst in a day. Everybody is going to make its packaging bilingual, but I think making it takes time to digest first and then do.

This blog will be Bilingual - Este blog será bilingüe

It's been a long while since the last time I posted some news or comments. Today, in my search for a blog that contains news about the new young royalty in Spain I found none, so I decided why not post or repost news from different media so there is only one place to go to....?

Han pasado muchas lunas desde la última vez que publiqué algun comentario o noticia aqui en el blog. Estuve pensando que porque no hacer este bilingüe también. Como siempre en mi búsqueda de noticias frescas acerca de la realeza jóven de la Casa Real Española no encontré ningun blog que publicase una colección diaria o constante de ellos. Asi que trataré de publicar o republicar noticias de nuestros queridos Principes de Asturias.