Huntington Beach-based Hispanic advertising agency Grupo Gallegos wants to make some of the California Milk Processor Board’s best customers even better with a new campaign aimed at Latino kids.
Many Latino children already drink two glasses of milk a day, according to Grupo Gallegos Chief Creative Officer Pablo Buffagni. So the agency decided to target bedtime for an extra glass of milk by reinforcing the parent-child practice of bedtime stories.
The San Clemente-based California Milk Processor Board is a state agency made up dairy industry representatives. It uses co-op funding from the industry to pay for advertising and other promotions. The agency owns the popular Got Milk? tagline, which it licenses to national dairy boards for marketing efforts.
Grupo Gallegos’ target audience of Latinos will focus on taking that a step further by calling for an extra glass of milk at bedtime.
The agency created a series of seven illustrated bedtime storybooks, featuring both Spanish- and English-language versions of stories.
“To enjoy this story, you will need a glass of milk and a straw,” begins a story titled The Waves of the Moon. Its main character dreams that the moon and stars are made of milk, and flies through space drinking them with a straw.
“Why do you think they call it the Milky Way?” the girl told her mother the next day.
Grupo Gallegos partnered with Des Moines, Iowa-based Meredith Corp.’s Spanish-language parenting magazine Ser Padres to distribute 120,000 storybooks to pediatricians’ offices throughout California. Digital versions of the books are available on California Milk Processor’s Spanish-language Facebook page, El Maestro del Vaso Medio Lleno (The Master of the Glass Half Full).
The agency also partnered with Buenos Aires-based visual studio Flamboyant Paradise to create a video, promoting milk at bedtime. The segment aired nightly throughout September on Univision and Telemundo, the two largest Spanish-language TV networks in the U.S.
The video included a tag for music identifying smartphone app Shazam. Parents can download the app to get the video and storybooks on their smartphones for free.
The campaign also is being promoted through online banner and search ads, and also bloggers.
Grupo Gallegos enlisted the help of the Latina Mom bloggers network to promote the video and encourage bedtime storytelling, with bloggers serving as “brand ambassadors,” according to Grupo Gallegos.
Grupo Gallegos has been the agency of record for the California Milk Processor Board’s Latino account since 2005.
The agency had 2011 billings of $150 million, and 2011 revenue of $15.5 million. Other clients include Comcast, Target, Valvoline and Denny’s, among others with a focus on the Hispanic market. It has 30 employees in OC.
Vizio, Taco Bell Team Up
Taco Bell Corp. and Vizio Inc., both of Irvine, have teamed up for the college football season. The Get in the Game promotion will run through Nov. 7 and features daily giveaways of 10 42-inch HD smart TVs.
Fans can enter by buying a large-sized drink from Taco Bell and texting or entering online a code found on the cup.
Taco Bell wrapped up another recent promotion—a photo contest called Live Mas, Win Mas. Guests were asked to take a creative photo with Taco Bell’s Doritos Locos Taco and post it online through Taco Bell’s Facebook or Instagram profile for a chance to win several prizes.
The daily prizes included a T-shirt with the individual winner’s photo given to 500 participants, 100 $5 gift cards, and a year’s worth of Doritos Locos Tacos.
The grand prizes included a trip to the Taco Bell taste kitchen to try new products, a surf lesson at a beachside Taco Bell in Pacifica, a $5,000 college scholarship, and a trip to a Taco Bell in Seoul, South Korea.
Social Strategies
Among recent promotions using social media:
n Newport Beach-based surf apparel company Toes on the Nose is conducting a Facebook photo contest to celebrate legendary surfer Rabbit Kekai’s 92nd birthday. Fans are asked to submit a photo of Kekai, who will pick his favorite photo. The winner will receive an autographed photo of Kekai.
Bits and Pieces
Newport Beach-based Irvine Company’s apartments marketing team received an award for Top Marketing Campaign from the California Apartment Association. The award was for a campaign through its rental property site rental-living.com. … Irvine-based CarMD.com Corp.’s handheld automotive diagnostic device tester is now available at its first automotive retail location through Philadelphia-based Pep Boys.
