62.4 F
Laguna Hills
Monday, Mar 18, 2024
-Advertisement-

‘Got Milk’ Marketer Starts 2010 Hispanic Ad Campaign

The San Clemente-based California Milk Processor Board is starting its latest Hispanic marketing campaign.

The board, which is funded by dairy producers and run by the state of California, is launching “Mucho Más Que Leche,” or More than Just Milk, this month. The campaign touts the health benefits of milk through TV, radio, print and online ads.

“It’s our latest attempt to inform our Hispanic consumers,” said Steve James, executive director for the board, best known for the “Got Milk?” campaign.

Three 30-second Spanish-language TV spots are called “Dentista” (Dentist), “Pelo” (Hair) and “Bebida Deportiva” (Sports Drink).

The first commercial airing this month features a little girl being examined by her dentist. The commercial is designed to look like a classic toothpaste ad, James said.

The second TV spot is set to air in late March and focuses on healthy hair. The third, on rebuilding muscles, is due around September.

Long Beach-based Hispanic ad shop Grupo Gallegos helped create the campaign, which also includes radio spots, print wraps and online marketing.

Radio spots started airing this month.

A bilingual Web site will highlight the benefits of milk along with a series of online ads.

Magazine wraps are planned for Spanish-language publications, including People en Español.

The board is also prepping a general market campaign to launch in about a month, according to James.

The most recent, “White Gold,” was based on a fictitious rock star who benefits from drinking milk and has a milk-filled transparent guitar. It ended this month.

“We have retired White Gold,” James said.

Hispanic Rice Campaign

Tustin-based alPunto Advertising Inc. has launched its latest rice campaign, geared toward young Latinas and their families.

The effort includes TV, radio, print, outdoor, Web and social media for Blue Ribbon rice, a brand of Houston-based American Rice Inc.

The shop is reusing Elva Saray as spokeswoman for Blue Ribbon to focus on the hectic lives of young Latinas.

The agency hooked up last year with Saray, who does the weather on Univsion.

“She really personifies the target consumer—that young Latina with a lot going on her life,” said Enrique Turegano, chief business strategist at alPunto.

The ad shop also started a bilingual Web site with recipes, a lifestyle section, a Blue Ribbon club section and games for kids.

AlPunto is using social media, something most Hispanic ad shops leave to the general market agencies.

“Young Hispanics are very involved with YouTube and Facebook,” Turegano said. “It’s actually higher than the general market.”

Casanova PSA

Costa Mesa-based Hispanic advertising agency Casanova Pendrill Publicidad Inc., part of New York-based Interpublic Group of Cos., created a public service announcement for the Department of Health and Human Services and the Ad Council as part of First Lady Michelle Obama’s Let’s Move initiative.

The public service announcement features Maya and Miguel from a Hispanic-themed television show on PBS Kids Go and addresses childhood obesity.

The ad encourages children to take the “Maya & Miguel Challenge” as a way to get more physically active and eat healthier.

Produced in English and Spanish, the ad’s goal is to leverage the characters’ strong appeal to many Hispanic families as well as general audiences.

Bits and Pieces:

The Newport Harbor Nautical Museum in Newport Beach has hired Santa Ana-based ad shop Truth for some advertising and public relations work. The museum is getting ready for a major expansion at its Balboa Fun Zone location and is looking to gain some attention. The ad shop is handling the museum’s brand identity, public relations, advertising and other outreach materials … Fullerton-based Yokohama Tire Corp., part of Japan’s Yokohama Rubber Co., is sponsoring two National Basketball Association teams. The tire maker has teamed up with the Boston Celtics and the San Antonio Spurs to advertise in their arenas and to offer team jerseys with the purchase of four Yokohama tires … Irvine-based Morgan Marketing & Public Relations LLC has been hired by Action Zipline Tours to promote the opening of its first location, in Big Bear Lake … Newport Beach-based Blue C Advertising has been hired to handle the advertising for the opening of the first U.S. location of Hussong’s Cantina and Taqueria, at The Shoppes at Mandalay Place in Las Vegas. The Mexican cantina restaurant is run by Titan Nightlife Group, developers of nightlife entertainment and restaurants, and is the first of many planned for the states. Blue C will be developing the marketing strategy, broadcast commercials and a social media campaign in line with next month’s opening … Irvine-based action sports production company ChopShop is working with the Newport Beach Film Festival as co-producer of an Action Sports Film Series. The series, sponsored by Fuel TV and the Action Sports Group, will take place in late April in Newport Beach as part of the ongoing film festival hosted each year.

Want more from the best local business newspaper in the country?

Sign-up for our FREE Daily eNews update to get the latest Orange County news delivered right to your inbox!

-Advertisement-

Featured Articles

-Advertisement-
-Advertisement-
-Advertisement-
-Advertisement-

Related Articles

-Advertisement-
-Advertisement-