Posted by Elena del Valle on November 6, 2008
María Antonieta Collins, spokersperson for UnitedHeathcare
Photo: UnitedHeathcare
Although in general the Latino population skews young, there are 2.3 million Hispanic seniors in the United States over the age of 65 and eligible for Medicare. In an effort to reach part of that audience, UnitedHeathcare, a Medicare provider, and María Antonieta Collins, a journalist and author, have joined forces on a Medicare oriented campaign targeting Spanish speaking Hispanic seniors.
UnitedHealthcare Medicare Solutions is producing a 45-minute step-by-step educational DVD version of its Medicare Made Clear guide (Medicare Explicado) narrated by Collins in Spanish. It is designed to guide Spanish speaking seniors, caregivers and families to understand Medicare issues including eligibility requirements, benefits and Medicare plans.
UnitedHeathcare marketing executives are relying on the journalist’s reputation through her work as a national television personality and author of six published books, to inspire confidence for the company’s services among Spanish speaking Hispanic elderly unfamiliar with the Medicare system.
“Healthcare resources for Spanish speaking seniors are at a void, particularly when it comes to Medicare,” said Lina Gallardo, vice president, Ovations Marketing, a division of UnitedHealthcare. “The combination of María Antonieta Collins’ experience and contributions to the education of the Hispanic community is perfect for reaching out and informing this community through an easy-to-understand, highly professional and credible manner.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Plans are in place for the Spanish-language DVD to be available free of charge, through a toll-free line, in early November. Collins is scheduled to conduct a series of educational community visits on behalf of UnitedHealthcare Medicare Solutions over the next 12 months to introduce Medicare Explicado.
“There’s a great need to educate our elderly about their benefits and rights so they can make an informed decision,” said Collins. “The educational DVD is a natural way to get that message across to seniors, their caregivers and concerned family members.”
Many of the health care company’s clients are Latino and Spanish dominant. For example, for Ovations, in some plans Hispanics represent as much as 40 percent of its members while in other areass Hispanics are between 9 and 10 percent of the client base. In many of the markets the company serves 60 percent or more of the 65 and older populations are Spanish dominant. Many of UnitedHealtcare plans are national such as Part D and its Medicare Advantage plans which have specific service areas in over 44 states.
According to a UnitedHealtcare spokesperson, although no specific numbers are available the company employs many Latinos in the field and in its clinical organization, especially in California, Texas, Arizona, Florida and New York.
UnitedHealthcare is a diversified health well-being company that provides Medicare coverage options for individuals and group retirees through its affiliates. The family of UnitedHealthcare Medicare Solutions plans includes Part D Prescription Drug Plans, Medicare Supplement Insurance Plans and Medicare Advantage Plans featuring the UnitedHealth, AARP, SecureHorizons, SecureHorizons MedicareDirect, Evercare or AmeriChoice brand name. Plans are insured or covered by an affiliate of UnitedHealthcare, a Medicare Advantage organization and a Prescription Drug Plans sponsor with a Medicare contract.
Over the past 30 years Collins has been a reporter, news anchor and former talk show host for Televisa, Telemundo and Univision networks. She received The Edward Murrow Award for her coverage of the bombing at the Centennial Olympic Park during the Olympic Games in Atlanta (1998) and two National Emmy’s for her coverage of hurricane Mitch in Central America (1999). In 2007, she was named one of the “100 Most Influential Hispanics” by People Magazine En Español.
She authored the following books: Dietas y Recetas de Maria Antonieta, (Diets & Recipes by Maria Antonieta) about her struggle with weight; Quien Dijo Que No Se Puede?, (Who Said You Can’t?); and Cuando el Monstruo Despierta, Confesiones de Padres Adolescentes, (When the Monster Awakens; Confessions of Adolescent Parents), a description of her experience as mother of a teenager victim of violence.
She also wrote En el Nombre de Comprar, Firmar…y No Sentarse a Llorar, (In the Name of Buying, Signing… & Not Crying), about compulsive buyers and their issues with credit card debt based on her own experiences; Como Lidiar Con Los Exes, (How to Move Past Your Exes); and most recently Dijiste que me Querias (You Told me You Loved me).
“Happy for No Reason” audio recording
Presenter Marci Shimoff, author, Happy for No Reason
What: An audio presentation by Marci Shimoff and Q&A with Marci Shimoff and HispanicMPR.com audio program host Elena del Valle about finding happiness.
Available exclusively on HispanicMPR.com!
More information on “Happy for No Reason” audio recording with Marci Shimoff
Posted by Elena del Valle on November 4, 2008
Rami Rivera Frankl, writer, director and executive producer,Wake Up! PSA
Photo, video: Rami Rivera Frankl
In mid September, Rami Rivera Frankl decided to become a political activist. Following his attendance at a political satire program on the Pocho Hour of Power, Rivera Frankl became motivated to spearhead a project that would lead him two months later to the production of Wake Up!, a politically oriented public service announcement (PSA) inviting Latinos to vote. Scroll down to watch the videos in English and Spanish.
According to the Pew Hispanic Center, in four of the six states President George W. Bush carried by margins of five percentage points or fewer in 2004 Hispanics constitute a significant share of the electorate: In New Mexico, Hispanics make up 37 percent of state’s eligible electorate; in Florida, 14 percent; in Nevada and Colorado, 12 percent.
“These statistics galvanized me to want to make a significant difference and help Barack Obama win our upcoming election,” said River Frankl. “What I created is a bilingual political satire PSA targeting Hispanic communities across the country with the message that candidate John McCain is asleep on the job and it’s time for America to wake up and vote for change!”
He did this as a private citizen without being compensated for his time by anyone and without any support, financial or otherwise, from either party. Although the idea began as a non partisan message the end result, a 60 second video in English and Spanish, showing Republican Senator John McCain asleep in Congress seems to favor the Democratic candidates. Rivera Frankl and the project volunteers remained independent of the political parties and their representatives and have not shared the video with either camp or had any official contact with the presidential hopefuls or their representatives.
River Frankls found many helping hands in his two month journey including everyday concerned citizens and celebrities. More than 30 people supported his project along the way, offering assistance with minor tasks, advice, probono services and just plain support. All the work was probono. He initially paid $100 in publishing fees, marked down for the usual $7,000 fee, but since that part of the video fell through due to delays obtaining copyright permissions his fee was reimbursed.
“We started out doing it as a real simple thing,” said Rivera Frankl, who invested two months and 300 hours of his time on a voluntary basis to the project. “Because I truly believe the Obama/Biden ticket is going to be better for the Hispanic population than McCain/Palin. It’s a spot targeting Hispanic voters and that will galvanize the Hispanic population to vote.”
Although the video was ready for distribution a week ago it took almost that long to secure the remaining permissions and it was only on Halloween Day that he and his colleagues were able to release it nationally. The initial release was through YouTube. He plans to introduce the PSA via Spanish-speaking news outlets first and hopes for an Internet viral campaign to carry the message to the English speaking market.
Volunteers include: Actor Esai Morales (La Bamba, NYPD Blue, Jericho), provided the voiceover; Patrick Perez, provided editing services; Lisa Blackwood Hope, vice president of Operations at Media City Sound, provided recording and mixing services; and Carolyn Caldera DeFanti, executive producer, provided support, guidance, and mentoring. In addition to launching the project Rivera Frankl, president and founder of Hobokenwest Digital Media, was responsible for writing, directing and serving as executive producer of the video.
Click on the play button to watch the English version of Wake Up!
Click on the play button to watch the Spanish version of Wake Up!
Posted by Elena del Valle on November 3, 2008
Manuel Delgado, chief executive officer, Agua Marketing
Photo: Agua Marketing
A podcast interview with Manuel Delgado, chief executive officer, Agua Marketing is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses Hispanic holiday shopping patterns in light of Hispanic cultural elements and based on a national survey with Elena del Valle, host of the HispanicMPR.com podcast.
After years as account planner at JWT Advertising in Venezuela, Manuel started his United States career in 1997, when he was recruited by Compaq in Houston to start the company’s Latin America Internet efforts. Under his leadership, Compaq became a pioneer in the Latin American Internet and was the first computer manufacturer to launch websites and start eCommerce efforts in the region.
After two years in Latin America, he was tapped to lead the deployment of worldwide eCommerce capabilities for Compaq. Manuel launched online stores and retail kiosks in Australia, France, the United Kingdom and Puerto Rico.
In 2003, Manuel founded Agua Marketing named to reflect the multicultural markets in the United States: ever changing and vital. Agua Marketing clients include Best Buy, Hewlett-Packard, Dixie and the Boy Scouts of America.
Manuel holds an MBA from Vanderbilt University and a BS in Industrial Engineering from the Universidad Catolica Andres Bello in Caracas, Venezuela. Manuel is a former board member of the American Marketing Association, the National Society of Hispanic MBAs and the Houston Interactive Marketing Association. He is also one of the founders of NewSpring, a business incubator for low income Hispanic entrepreneurs.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Manuel Delgado,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the November 2008 section of the podcast archive.
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Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on October 31, 2008
Preschooler Learns Spanish DVD cover
Photo: Galloping Minds Company
The Galloping Minds Company, introduced its newest DVD title, Preschooler Learns Spanish, nationwide September 16, 2008. Preschooler Learns Spanish was designed for children between one and five years old as an easy-to-follow introduction for early learners to basic Spanish vocabulary and phrases. Soon after its release the Preschooler Learns Spanish DVD, was named a winner in Dr. Toy’s Best New Products Picks for 2008.
On the DVD, each word within a select category is presented on screen along with a live-action video example and spoken several times in Spanish and English. The repetition is meant to provide young viewers the chance to hear, repeat and learn basic words and phrases in both languages. Video clips and festive music were included to keep the child’s attention focused through each lesson.
Discover from a new mom market expert how to reach Latino moms by listening to
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
Find out about
• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies
Click for information on “Marketing to New Hispanic Moms – a case study”
The lessons address educational basics like colors, numbers and things children see every day. The DVD includes segments about Family, Action Words, Parts of the Body, Food, Means of Transportation, Everyday Objects, Nature and Animals and Numbers and Colors. Preschooler Learns Spanish has a running time of 36 minutes and a suggested retail price of $14.99.
Other Galloping Minds DVDs include Baby Learns Alphabet and Phonics, Baby Learns Shapes and Colors, Baby Learns Numbers and Animals and Preschool Baby Learns About Computers.
Galloping Minds titles have received awards and recognitions such as Baby Learns Alphabet and Phonics was rated amongst the top 5 Alphabet and Phonics DVDs by About.com. They have also received Dr. Toy’s Best Product Award, Creative Child’s Preferred Choice Award, five stars from Family Product Review, five stars from Midwest Book Reviews and the Dove Foundation Award for good family entertainment.
The DVDs are part of Cox Cable Networks Video on Demand, Direct TV, AT&T U-verse programming. Galloping Minds’ DVDs are available in the United States, United Kingdom, India, Singapore, Malaysia, Indonesia, Turkey, Philippines and Middle-Eastern Countries.
Based in Cupertino, Galloping Minds was founded 2003. The owners are Bobby Sarin and Dimple Duggal.
Click here to buy Preschooler Learns Spanish
Posted by Elena del Valle on October 30, 2008
Chef John Sedlar, founder, Museum Tamal
Photos: Arámbula Phillips Communications
In 2004, Museum Tamal, a museum dedicated to the study of Latin culture through cuisine opened in Los Angeles. Described in promotional materials as “an historic excursion into the heart of South America, Mexico, Spain and the Southwestern United States, via the taste buds – presenting art good enough to eat,” the museum was founded by John Sedlar, a chef and southwestern cuisine aficionado, with the help of seven supporters. The target audience is 50 percent Latino and 50 non Latino with special emphasis on education for children.
Now, with the help of a local marketing company, Arambula Phillips Communications, Inc. , museum leaders hope to expand the brand and market the museum. The museum, dedicated to the celebration of Latin culture and food, counts Maseca, Juanita’s Foods, Melissas’s World Variety Produce and Lawry’s among its financial supporters.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
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Exhibits and presentations focus on the regional dishes of Mexico and the foods of the American Southwest. Exhibits also showcase the indigenous ingredients and traditional cooking techniques and cultures of Central and South America, the Hispanic Caribbean, and the historic influences of Spain.
The museum will be centered on a restaurant and exhibition kitchen where Latin foods will be prepared and served to visitors. According to the museum website, the first 10 permanent exhibits illustrate the historic importance of Latin foods from pre-Columbian times to Tamale Technology, Chileology and chocolate.
In addition to Sedlar; Eddie Sotto, art and design consultant, Sotto Studio; John Harrisson, exhibit writer; Norman Kolpas, culinary media consultant and exhibition writer; Howard Shapiro, Ph.D., exhibit writer and technical consultant; Orlando Ramirez, exhibit writer; and Carlos Arambula and Richard Phillips, marketing consultants, Arambula Phillips Communications, Inc. Arambula Philips Communications.
Carlos Arambula, marketing consultant, Arambula Phillips Communications
“Food is at the heart of Latin identity which represents family, livelihood and a way of life,” said Arambula. “The ingredients, methods and culinary techniques indigenous to Hispanic heritage are the unique focus of this project and we are very excited to be a part of the experience.”
The museum marketers are planning media appearances, cross promotion with other museums, undraising events, and partial exhibits to help spread the word and draw visitors and sponsors.
Arambula Philips Communications launched a Museum Tamal website in September 2008 to provide information and serve as a membership and resource hub. Arambula Philips Communications is the brainchild of Carlos Arambula and Richard Phillips who work to develop brands across cultural, language and geographical boundaries. Between them they have over 35 years of work experience in the domestic, Hispanic and international markets.
Sedlar grew up in Santa Fe, New Mexico. In his early twenties, he was a chef in Southern California. Eventually he started his first restaurant, Saint Estephe, where he combined the traditional foods of his childhood with classic French techniques, developing what he termed Modern Southwest Cuisine. Sedlar is a restaurant consultant and author.
“Happy for No Reason” audio recording
Presenter Marci Shimoff, author, Happy for No Reason
What: An audio presentation by Marci Shimoff and Q&A with Marci Shimoff and HispanicMPR.com audio program host Elena del Valle about finding happiness.
Available exclusively on HispanicMPR.com!
More information on “Happy for No Reason” audio recording with Marci Shimoff
Posted by Elena del Valle on October 29, 2008
Democracy, Rights, Responsibility and Voting
By Adrienne E. Katz Katz
Member, League of Women Voters of Orange County
Adrienne E. Katz Katz, member, League of Women Voters of Orange County
Children of all ages know something important is happening during a Presidential Election, especially this one—they can’t miss the television commercials and concerned discussion among adults. Even some computer games are showing campaign commercials.
These challenging times are ideal for giving kids an overview of American government, with an explanation of their rights, responsibilities and the roles as citizens that they will assume when they turn eighteen. The reminders listed below, and the simple tools and websites readily available, will make your task easier.
Click here to read the complete article
“Happy for No Reason” audio recording
Presenter Marci Shimoff, author, Happy for No Reason
What: An audio presentation by Marci Shimoff and Q&A with Marci Shimoff and HispanicMPR.com audio program host Elena del Valle about finding happiness.
Available exclusively on HispanicMPR.com!
More information on “Happy for No Reason” audio recording with Marci Shimoff
Posted by Elena del Valle on October 28, 2008
A scene from the Voto Latino telenovela
Photos, video: Voto Latino
In the last weeks before the national election Voto Latino representatives hope to maximize Latino voter participation as much as possible. Voto Latino will also soon premiere the final episode of the La Pasión de la Decisión parody telenovela series starring Rosario Dawson and Wilmer Valderrama as well as celebrity guests Perez Hilton, and Jane Fonda. At the same time, Voto Latino co-produced television specials were scheduled to air on Latino youth networks MTV Tr3s and LATV this month. Scroll down to watch Voto Latino video.
Since January 2008, Voto Latino has reached out to millions of Latinos and registered more than 26,000 new voters in key Battleground States. Leaders at the non-partisan organization hope to double Voto Latino’s initial voter registration goals.
A scene from La Pasión de la Decisión parody telenovela
Additional Voto Latino initiatives include grassroots efforts in partnership with national media outlets to prompt Latino voter awareness and registration. Voto Latino recently won the Myspace Impact Award for Community Organizing, carrying over 70 percent of the online vote. Voto Latino received a grant from Myspace that will go toward Voto Latino’s get out the vote efforts.
Latino Vote produced a television special hosted by Rosario Dawson and Fat Joe, in conjunction with MTV Tr3s about the presidential candidates and issues that matter to Latino youth. Latino Vote also produced “Decisión 2008,” a television special in conjunction with LATV. Shot in front of a live studio audience, the debate on the presidential election is moderated by the network’s Humberto Guida and includes Maria Teresa Petersen, executive director, Voto Latino; Malverde, a political activist and hip-hop artist; and Carlos Arias, a Latino producer.
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here for information on Beyond the 30 Second Spot
The non profit organization launched a voter initiative with Youtube and PBS, Video Your Vote, to distribute 100 digital video cameras to Latino voters to document their experience at the polls on Election Day. The participants will upload their footage to a dedicated Youtube channel accessible to the general public at youtube.com/videoyourvote <http://www.youtube.com/videoyourvote>
The organization partnered with iTunes Latino and Apple to distribute 100,000 iTunes/Voto Latino download cards donated by Apple. The download cards, filled with five free songs and a link to non-partisan voter registration, are being distributed nationally via partnerships with radio stations Latino 96.3 (Los Angeles), Univision Radio (Los Angeles), La Kalle (San Francisco), Latino Vibe (Phoenix), Entravision (Denver) and La Que Buena (Chicago) and LATV.
As part of the ongoing aggressive Get Out the Vote (GOTV) effort in Colorado, Voto Latino will host a GoTV Bash in Denver on October 30. The event will feature members of an artist coalition who leverage their celebrity to promote civic engagement. Voto Latino organizers plan to reach out to 500,000 voters Colorado to invite them to vote.
Voto Latino is developing public service announcements in Spanish with record label Fonovisa/Disa about the importance of voting and civic engagement targeted at the Midwest and Western states. The partnership may mark one of the first times voter registration PSA’s are being targeted to new citizens originally from Mexico. Participating artists include Jenni Rivera, El Chapo de Sinaloa, La Arolladora Banda Limon, Yolanda Perez and El Gringo.
The organization is also planning voter registration drives at the concerts of Voto Latino celebrity coalition members Enrique Iglesias, Aventura, Jaguares, Ozomatli and Los Amigos Invisibles.
Founded in 2004, Voto Latino is a non-partisan, nonprofit voter engagement organization that works to promote an enfranchised America by leveraging celebrity voices, multi-media platforms, and youth themselves to promote positive change. Voto Latino’s mission is to engage a new generation of Americans in civic participation.
Make Latinos loyal to your brand
Listen to Author Isabel Valdes in
“Hispanics Customers for Life” audio recording
Isabel Valdes gives a presentation and participates in an extended Q&A discussion about
• Immigrants adaptation to their new country, culture
• Latino cultural values and their role
• Case studies, insights on Latinos as long term customers
• Acculturation
• Latinos and how they adapt to their host country
• Adaptation, assimilation
• Difference between assimilation and acculturation
Click here for information on Hispanic Customers for Life audio recording
Posted by Elena del Valle on October 27, 2008
Luis Martinez, CEO, Punto Rojo Sports Marketing Group
Photo: Punto Rojo Sports Marketing Group
A podcast interview with Luis Martinez, CEO, Punto Rojo Sports Marketing Group is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses how European athletic brands plan to target U.S. Hispanics via sports marketing ventures with Elena del Valle, host of the HispanicMPR.com podcast.
Luis, originally from Mexico, has to his credit over 25 years of experience in Hispanic marketing and advertising in the U.S. and Latin America. During his career, Luis has supported the efforts of companies such as General Motors, Greyhound Lines Inc., Frito Lay Inc., Coors Brewing Company, Alaska Airlines, Intel, Pedro Domeq Wines and Spirits, Pepsi Cola, Kellogg’s, Tabasco, AT&T, and Western Union.
His experience includes major general market advertising agencies with their Hispanic assignments such as WONGDOODY Advertising, Momentum World Wide and Bozell & Jacobs. Luis has a B.A. from University of Texas and a M.A. from Universidad Nacional Autónoma de México (UNAM) in Mexico City.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Luis Martinez,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the October 2008 section of the podcast archive.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on October 23, 2008
Bonadea Tamarindo and Jamaica aguas frescas
Photo: Simon & Baker
Bonadea Drinks, a Los Angeles beverage company, began offering aguas frescas (Spanish for refreshing waters) to customers last month. Believing that there is a rising demand for healthy, organic beverages the owners of Bonadea Drinks, Arnulfo Ventura, a Southern California native and the son of Mexican immigrants and Jose L. Domene, a Mexico native, launched their company ealier this year.
Domene and Ventura hope to bring a unique twist to the market by mixing their secret family recipes into aguas frescas. They use all natural, organic ingredients sweetened with organic agave nectar.
“In three weeks Bonadea has become our best selling juice drink. Our customers love the natural, authentic taste of the Tamarindo and the Jamaica,” said Sarah Hiken, co- owner, the Village Cheese House in Palo Alto.
The beverages, made in Northern California, are available for purchase in California and sell between $1.99 and $2.49, depending on the retail outlet. The all-natural, agave-sweetened, aguas frescas come in Tamarindo (tom-a-reen-doe) and Jamaica (ha-mike-uh) flavors.
The roselle plant base used in the Jamaica drink is said to aid with digestion, weight control, high blood pressure, circulatory stimulation, fevers, and cholesterol. The tamarind is said to aid with digestion, blood sugar levels, sore throat, alcoholic intoxication, high blood pressure, circulatory stimulation and cholesterol. The agave nectar is extracted from the core of the agave plant, also commonly referred to as the piña of the plant in Spanish.
Arnulfo Ventura, co-founder, Bonadea Drinks
“Our Bonadea authentic aguas frescas bring a fresh Latin twist to the stagnate beverage market,” said Ventura, co-founder, Bonadea. “Our family’s secret aguas recipes have been a smash hit with everybody from beverage connoisseurs to parents looking for a healthy beverage alternative for their kids. Bonadea was founded from a basic unfulfilled need experienced by Jose and myself. We were both health conscious, on-the-go and wanted a beverage we could culturally relate to, in short, we felt overlooked at the shelf. Now we want to share our favorite aguas recipes with the rest of the world.”
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Jose L. Domene, co-founder, Bonadea Drinks
The young entrepreneurs launched their company while completing their studies, receiving their Masters in Business Administration June 2008 at Stanford University. Bonadea first launched in San Francisco and the greater Bay Area, selling at local health markets, sandwich spots, and Mexican grills and restaurants. To mark the launch in Los Angeles, Bonadea staff designed new labels to introduce the aguas frescas to the Latino dominated Los Angeles market.
The partners developed the name of their company, Bonadea (pronounced bone-uh-dee-uh), from Bona Dea, believing the Latin roots translate to “the Good Goddess, the deity of fruitfulness in the earth and the patron of healing, chastity and virginity in women.”
In searching for a name, they wanted a word to honor the women in their lives and the family recipes they shared with them; they also wanted a word that reflects the ancient process they use in extracting the base of the aguas from their virgin state while attempting to preserve some of their natural health benefits. They also liked that it sounds like buen dia (Spanish for good day) or buena idea (Spanish for good idea).
Bonadea Drinks was established in Los Angeles, California earlier this year. The company is wholly owned by Domene and Ventura.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on October 22, 2008
David Burgos, account group director, MillwardBrown
The David Ogilvy Awards for Excellence in Advertising Research presented annually by the Advertising Research Foundation (ARF) recently added a multicultural category award to mark the 15 anniversary of the awards. The announcement was made by Robert Barocci, president and chief executive officer of ARF.
“Adding the Multicultural category to the David Ogilvy Awards is a natural progression as multicultural research continues to play an important role in advertising,” said David Burgos, vice president, Multicultural Practice, Millward Brown, and co-chair of the ARF Multicultural Advertising Council. Burgos has led the initiative with ARF to raise awareness of the importance of multicultural marketing and strategy.
“The addition of this new category reflects the fact that the multicultural segment is one of tremendous growth and purchasing power, and requires targeting strategies and campaign development that work in tandem with the mainstream rather than in silos.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
“The industry is aware of many outstanding multicultural campaigns that achieve marketplace success. It’s time to acknowledge the creative and research excellence behind these successes. Broader awareness of multicultural marketing will narrow the gap between ethnic and mainstream marketing and lead to better integration of the two over time,” said Joel Rubinson, chief research officer, ARF.
The list of judges for the new multicultural category will be released at the next annual gala. Past judges have included leaders in the marketing and research industry. Organizers promise that the upcoming Awards will have a similar caliber of judges including experts in multicultural marketing and research.
“The Ogilvy Awards do not honor research methods, tools or techniques. Rather, they celebrate breakthrough programs where creative inspiration and research insights combine to produce an outstanding advertising campaign. Examples of these breakthrough moments are: When skillful analysis and creative interpretation produce ideas that help drive strategy, creative and media planning; when research overcomes fear and conjecture to give life to unique advertising by providing evidence of its marketplace potential; when the creative process uses research to find unexpected ways of looking at and talking about a brand and its promise,” said a spokesman for the Ogilvy Awards when asked about the selection criteria for the multicultural awards.
The ARF Ogilvy Awards celebrate the role of consumer research in creating successful advertising. Named to recognize David Ogilvy’s spirited advocacy of the importance of research in making good advertising better, the awards honor some of the best research-driven campaigns in business categories and the industry.
The ARF is accepting submissions for the 2009 competition until December 16, 2008. The 2009 winners will be honored at the 55th Annual ARF Convention + Expo on March 31 at the David Ogilvy Awards Gala in Times Square, New York.
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the mission of the ARF is to “improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.” ARF members include more than 300 advertisers, advertising agencies, associations, research firms, and media companies.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
