
Finding the Line
By JENNIFER ZEGLER
Stereotypes toe a tricky line in ethnic marketing campaigns
From the mojito trend to bilingual packaging, the growing influence of the expanding Hispanic population can be seen throughout the beverage industry. Though many brands are adding exotic Caribbean or Latin flavors, others leverage marketing campaigns to attract the Hispanic consumer. Yet, one market research study found that using stereotypical images and phrases may not be the best route.
A study conducted by New American Dimensions, Los
Angeles, compared Bud Light’s commercial featuring comedian Carlos
Mencia to an ad campaign for Hispanic cable channel, mun2. The Bud Light
ad, which debuted during this year’s Super Bowl, features Mencia
teaching a classroom of immigrants with little knowledge of English to ask
for a Bud Light. The survey asked more than 350 U.S.-born, first-generation
acculturated Latinos their opinions on the Bud Light commercial and those
for mun2.
Three ads were featured in NBC-owned mun2’s
“Are you becoming too gringo?” ad campaign. The cable channel
recommends a daily dose of itself to fight the effects of becoming
“gringo,” a Spanish slang term for English-speaking foreigner.
In one ad, dubbed “White House,” a Latino teen is shown
daydreaming that he is president of the United States and facing an
impending missile attack. The voiceover suggests that “Instead of
dreaming about war, dream about nicer things.” The teen is then shown
envisioning himself trimming hedges as a gardener.
The survey’s results showed 75 percent of the
respondents rated the Bud Light commercial as “funny.” In
contrast, 36 percent described the “White House” ad for mun2 as
such. Respondents also said the humor used in the “White House”
spot was “inappropriate” (35 percent) and
“offensive” (20 percent). Many said they were offended that
Hispanics should not dream of being president and instead should focus on
occupations such as gardening. Though the depiction of immigrants in the
Mencia Bud Light commercial could be considered stereotypical, only 9
percent found it “offensive” and more than half said they loved
it.
Using ethnic stereotypes in marketing campaigns can
cross the line as shown in the New American Dimensions survey. David Morse,
president and chief executive officer of the consumer research company
states, “Connecting with young, bilingual Hispanics is tricky, and
few have yet to crack the code,” he says. “Racy ads can be
risky business, especially when they employ ethnic stereotypes. Many saw
the Bud Light ad as stereotypical, but respondents liked it because they
found it funny. They were less forgiving to the mun2
commercials.”
The negative stereotyped commercials also affected the
respondents view of the network as a whole. Interestingly, prior to the
survey 34 percent had “very positive” feelings about the network, which fell to 17 percent after seeing the ads. BI
Water gets “-ier”
Perrier Sparkling Natural Mineral water is
accentuating its “–ier” properties in a new marketing
campaign. The campaign, launched in Los Angeles and New York City, uses the
brand’s suffix to emphasize its healthier properties. Billboards
featuring “Crazier,” “Sexier” and
“Riskier” cartoon drawings for Perrier were part of the
campaign. The brand also aims to attract nightclub and bar owners as a
creative twist to the traditionalcocktail menu. Additionally,
merchandise for the Nestlé Waters brand includes puzzle coasters,
staff t-shirts, bar glasses and trays.
Corona supports spiking
The beer brand that often appears near sandy beaches
announced its sponsorship of two beach volleyball events. Corona Light is
the title sponsor for the 16th annual Extreme Volleyball Professionals Pro
Am Beach Volleyball tour. The tour features the best beach volleyball teams
from around the country and world to compete for cash and prizes. The 2007
tour consists of more than 50 national and regional events. In addition,
Corona Extra is the presenting sponsor of the U.S. Open of Beach
Volleyball, which will be held Sept. 21-23 in Huntington Beach, Calif. The
event is expected to attract more than 1,000 beach volleyball players.
J&B starts a party
Diageo North America launched a multi-million dollar
global marketing campaign for J&B Scotch whisky. Diageo has dubbed the
brand its party whisky and will market J&B with the “Start a
Party” campaign in more than 20 global markets. The brand’s
packaging, print and radio advertising, digital media, in-store displays
and on-premise locations will emphasize J&B as the
“untraditional” Scotch for mixing, partying and socializing.
The campaign stars what the company describes as the ultimate party symbol:
the mirror ball. It also emphasizes Diageo’s responsibility platform,
reminding consumers that “However you start a party, please start and
finish it responsibly.”
Mystery model
St. Pauli Girl is using the form of a female model as
part of its spring marketing campaign. Its “Drop Dead
Refreshing” campaign features a silhouette of a female form that
appears in print ads as well as outdoor advertising in select cities. The
brand, distributed by Crown Imports, revealed that the shape behind the
silhouette is model and actress Bobbi Sue Luther. Luther – and her
silhouette – will appear on posters, electronic media and will be on
the brand’s national media tour throughout the year.
Live red
Jamaica’s Red Stripe beer is encouraging
Jamaicans to “Live Red” with its new marketing campaign.
Launched on the island nation, the “Live Red” campaign aims to
connect with the Jamaican passion for rhythm, music and life. The campaign,
starring Red Stripe’s distinct, stubby bottle, features
point-of-sale, merchandising, promotional packaging as well as broadcast
and print advertising. A TV spot pushes Jamaicans, “Don’t Just
Live, Live Red.”
Artwork exhibition
Mexican tequila Don Julio sponsored a showcase of the
best in the arts in its “Nuevo
Arte” (Spanish for New Art) presentation.
The exhibit features works by Mexican and Mexican-American artists as
selected by a curator of exhibitions at The Mexican Museum, a non-profit
organization collecting Mexican and Latin American artwork. “Nuevo Arte: Colecciòòn Tequila Don
Julio” will travel to New York City,
Houston, Chicago and Los Angeles through August, displaying the art
collection and raising funds to build the museum’s new facility in
San Francisco.
Portable distillery tour
Jack Daniel’s is bringing its famous Lynchburg,
Tenn., distillery to California consumers with a bus
“Experience.” California consumers over the legal drinking age
will be able to experience the Jack Daniel’s distillery throughout
the year at various events. The “Jack Daniel’s
Experience” is a 45-foot bus with state-of-the-art multimedia
equipment to bring a little of its distillery to the people. Interactive
displays inside the bus include a distillery tour, Jack trivia game and
information on responsible drinking. Consumers throughout the Golden State
will be able to visit the bus at various sporting events as well as trade
and consumer events throughout 2007.
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