Friday, December 09, 2005
Daddy Yankee signs with Reebok
Reebok announced it has signed reggaeton artist Daddy Yankee to a multi-year partnership that includes a signature collection of athletic footwear, apparel and accessories called DY. Daddy Yankee joins Reebok's other performers like Jay-Z, 50 Cent and Nelly. DY launches in the spring of 2006 and be available at athletic specialty retailers.
I've written about the growth of reggaeton and how it has become a way for brands to reach the youth. It's just great to see how far hip-hop music and now reggaeton have come; since just 15 years ago you would have been considered a "sell out" and certainly not "keeping it real" if you signed an endorsement deal. Just ask MC Hammer. Good for you Daddy Yankee!
I've written about the growth of reggaeton and how it has become a way for brands to reach the youth. It's just great to see how far hip-hop music and now reggaeton have come; since just 15 years ago you would have been considered a "sell out" and certainly not "keeping it real" if you signed an endorsement deal. Just ask MC Hammer. Good for you Daddy Yankee!
Spanish now cause for suspension
The Washington Post today releases a story about a 16-year old who was suspended from school in Kansas City for speaking Spanish. A teacher overheard him and another boy to the office, where Principal Jennifer Watts ordered him to call his father and leave the school.
The boy's father, stunned that his suspension had to do with language and not a disciplinary issue, asked the school to show him the policy. It doesn't exist. Fortunately, the superintendent reversed the suspension.
Legal action hasn't been ruled out. The boy's father in the article said, "I'm mainly doing this for other Mexican families, where the legal status is kind of shaky and they are afraid to speak up. Punished for speaking Spanish? Somebody has to stand up and say: This is wrong."
The boy's father, stunned that his suspension had to do with language and not a disciplinary issue, asked the school to show him the policy. It doesn't exist. Fortunately, the superintendent reversed the suspension.
Legal action hasn't been ruled out. The boy's father in the article said, "I'm mainly doing this for other Mexican families, where the legal status is kind of shaky and they are afraid to speak up. Punished for speaking Spanish? Somebody has to stand up and say: This is wrong."
Thursday, December 08, 2005
Me, bitter?
NEWS FLASH ... even though Colombia failed to qualify for the 2006 World Cup, FIFA announced it will still allow the global tournament to take place ...
The final draw, or sorteo, will air tomorrow around the world at 2:30 including on Univision. The tournament again promises to be a huge global event and will again be a great avenue for companies to catch the attention of key demographics.
To put into context, more than 35 million in the U.S. watched the 2002 tournament from Japan and Korea even though most games took place in the middle of the night, according to an article in Marketing y Medios. The benefit for the 2006 tournament, which will be held in Germany, is most games will air on Univision during the day. In addition, the "game of the day"will rebroadcasted during primetime on their sister station Telefutura .
Some companies, like McDonald's, have not only jumped on the bandwagon, but their actually steering it. This is a great opportunity for them to do local store marketing, promote their healthy menu items and focus on fitness/health, and their new coffee.
If you're not a global or U.S. sponsor, don't fret. There are plenty of ways to promote your goods and services with some creative and strategic thinking. Opportunities about for those that want to hitch on to the fever or seek ways to fuse many cultures together. By this I don't imply restaurants should start offering adobo-flavored wienerschnitzels
The final draw, or sorteo, will air tomorrow around the world at 2:30 including on Univision. The tournament again promises to be a huge global event and will again be a great avenue for companies to catch the attention of key demographics.
To put into context, more than 35 million in the U.S. watched the 2002 tournament from Japan and Korea even though most games took place in the middle of the night, according to an article in Marketing y Medios. The benefit for the 2006 tournament, which will be held in Germany, is most games will air on Univision during the day. In addition, the "game of the day"will rebroadcasted during primetime on their sister station Telefutura .
Some companies, like McDonald's, have not only jumped on the bandwagon, but their actually steering it. This is a great opportunity for them to do local store marketing, promote their healthy menu items and focus on fitness/health, and their new coffee.
If you're not a global or U.S. sponsor, don't fret. There are plenty of ways to promote your goods and services with some creative and strategic thinking. Opportunities about for those that want to hitch on to the fever or seek ways to fuse many cultures together. By this I don't imply restaurants should start offering adobo-flavored wienerschnitzels
Wednesday, December 07, 2005
Como se dice "Politically Correct" in Spanish?
With the war between "Merry Christmas" and "Happy Holidays" in full affect in the general market, the same is not seen with marketing in the Hispanic market. While it's true there's been a growth of Hispanics who are Jewish or Muslim, the vast majority celebrate navidad.
Somehow, in Spanish, they are still called Christmas trees and not holiday trees. Speaking of which, I have always wondered why a company would sell a "holiday" tree ... after all, who else would want to put a live tree in the middle of their living room in December?
In fact, the word holiday is a dicey one to translate to Spanish since it would literally translate as vacation.
One thing is for sure, marketers are, for the most part, missing a huge opportunity that occurs 12 days after Christmas ... no it's not the day that your true love gave to you 12 drummers drumming ... it's the start of 3 King's Day.
Called "la Fiesta de Reyes," or "el Dia de los Tres Reyes," or "el Dia de los Reyes Magos" it is widely celebrated among many Hispanics, especially Puerto Ricans and Mexicans, and is a much bigger holiday than Christmas. Instead of cookies and milk for Santa, it's grass and water for the camels.
Done correctly, 3 King's Day can be a marketer's dream since the days following all the Christmas shopping, the after Christmas sales, and New Year's, there is usually a lull. Other than starting on our New Year's Resolutions like joining a health club and never stepping foot in it after February there is a wide window of opportunity for smart marketers who want to speak to the heart and spirit of the Hispanic population.
Somehow, in Spanish, they are still called Christmas trees and not holiday trees. Speaking of which, I have always wondered why a company would sell a "holiday" tree ... after all, who else would want to put a live tree in the middle of their living room in December?
In fact, the word holiday is a dicey one to translate to Spanish since it would literally translate as vacation.
One thing is for sure, marketers are, for the most part, missing a huge opportunity that occurs 12 days after Christmas ... no it's not the day that your true love gave to you 12 drummers drumming ... it's the start of 3 King's Day.
Called "la Fiesta de Reyes," or "el Dia de los Tres Reyes," or "el Dia de los Reyes Magos" it is widely celebrated among many Hispanics, especially Puerto Ricans and Mexicans, and is a much bigger holiday than Christmas. Instead of cookies and milk for Santa, it's grass and water for the camels.
Done correctly, 3 King's Day can be a marketer's dream since the days following all the Christmas shopping, the after Christmas sales, and New Year's, there is usually a lull. Other than starting on our New Year's Resolutions like joining a health club and never stepping foot in it after February there is a wide window of opportunity for smart marketers who want to speak to the heart and spirit of the Hispanic population.
Tuesday, December 06, 2005
Hispanic oral health
Univision and Colgate-Palmolive Company recently announced that they have renewed their oral health education partnership that is part of Univision's Peabody Award-winning health campaign, "Salud es Vida...!Enterate!" It will feature PSAs, informative oral care vignettes, news health segments and special televised reports. In addition, the Enterate website pages throughout Univision.com will continue have extensive information about the importance of oral care.
According to Congresswoman Hilda L. Solis, (D) California, who is quoted in the press release, Latino preschoolers - the fastest growing child population in the country - experience 2.5 times more tooth decay than the general population.
What they don't mention in the release is the link between poor oral hygiene and more serious and chronic problems down the road. Research has identified disease as a risk factor for heart and lung disease; diabetes; pre-mature, and low-birthweight babies, according to the American Dental Hygienists’ Association.
Some of these ailments, like diabetes, disproportionately affects Latinos.
So, this partnership is good news for Latinos and another tangible way Univision and Colgate are showing leadership in the Hispanic market. It's no wonder when asked of the brands you know, which are the best brands, Hispanics chose Colgate as #2 nationally, according to a survey by Encuesta, Inc. The full list is in the issue of Marketing y Medios.
According to Congresswoman Hilda L. Solis, (D) California, who is quoted in the press release, Latino preschoolers - the fastest growing child population in the country - experience 2.5 times more tooth decay than the general population.
What they don't mention in the release is the link between poor oral hygiene and more serious and chronic problems down the road. Research has identified disease as a risk factor for heart and lung disease; diabetes; pre-mature, and low-birthweight babies, according to the American Dental Hygienists’ Association.
Some of these ailments, like diabetes, disproportionately affects Latinos.
So, this partnership is good news for Latinos and another tangible way Univision and Colgate are showing leadership in the Hispanic market. It's no wonder when asked of the brands you know, which are the best brands, Hispanics chose Colgate as #2 nationally, according to a survey by Encuesta, Inc. The full list is in the issue of Marketing y Medios.
Monday, December 05, 2005
ABC = America's Brownpeople Channel?
Word just hit that Elizabeth Vargas will join Bob Woodruff as anchors of ABC's “World News Tonight.”
This is the latest in a long line of moves the network has made to "Latinize" itself including Hispanic charters on shows like "Lost," "Desperate Housewives," "Hot Properties" with my mamacita Sophia Vergara "Freddie" (which features his all-Spanish speaking grandmother in subtitles) and "The George Lopez Show."
Hispanic Business Magazine recently had an article called Latin Kings about ABC's moves, and how it's allowed them to cut into Fox's lead in this demographic. The article had two good quotes from ABC entertainment president Stephen McPherson I wanted to pass on:
1) On Diversity: "The idea of diversity … has been put under the category of 'the right thing to do,' but I look at it as a business decision. There's a gigantic Hispanic audience out there. If you're in the broadcasting business and you're not looking to reach the broadest audience, I think you're making a mistake."
2) On not pandering to Hispanics: "It's one thing to say, 'OK, we're growing our Hispanic audience. We'd love to get that audience to watch ABC.' It's another thing to make sure that programming is something they're going to respond to. You just don't want to put people of Hispanic heritage on the air. There are all different angles in how to approach our audience, as opposed to the forced 'do-good' way as it was in the past: 'We've got a show with all white males - let's put in a black guy!' The audience is very sophisticated; people are going to respond to that kind of broad, multicultural look in TV shows ... When it feels organic and truthful, people will respond. If it's being forced or 'managed,' they really won't."
This is the latest in a long line of moves the network has made to "Latinize" itself including Hispanic charters on shows like "Lost," "Desperate Housewives," "Hot Properties" with my mamacita Sophia Vergara "Freddie" (which features his all-Spanish speaking grandmother in subtitles) and "The George Lopez Show."
Hispanic Business Magazine recently had an article called Latin Kings about ABC's moves, and how it's allowed them to cut into Fox's lead in this demographic. The article had two good quotes from ABC entertainment president Stephen McPherson I wanted to pass on:
1) On Diversity: "The idea of diversity … has been put under the category of 'the right thing to do,' but I look at it as a business decision. There's a gigantic Hispanic audience out there. If you're in the broadcasting business and you're not looking to reach the broadest audience, I think you're making a mistake."
2) On not pandering to Hispanics: "It's one thing to say, 'OK, we're growing our Hispanic audience. We'd love to get that audience to watch ABC.' It's another thing to make sure that programming is something they're going to respond to. You just don't want to put people of Hispanic heritage on the air. There are all different angles in how to approach our audience, as opposed to the forced 'do-good' way as it was in the past: 'We've got a show with all white males - let's put in a black guy!' The audience is very sophisticated; people are going to respond to that kind of broad, multicultural look in TV shows ... When it feels organic and truthful, people will respond. If it's being forced or 'managed,' they really won't."
Red cross or cruz blanca?
The Red Cross, accused of being "too white," has launched an aggressive effort to reach out to racial and ethnic minorities as a way to add more of them as volunteers, according to an article in today's Washington Post.
Much of the latest attacks on the global charity come in response to criticism that it treated minorities callously, they didn't have translators and overlooked cultural sensitivities as it responded to the Hurricane Katrina destruction, the story reports. Some examples:
- Some minority groups complained that shelters were set up in white neighborhoods
- Black people said they were offended that Red Cross volunteers in the Houston Astrodome wore latex gloves.
- In Oklahoma, Hispanic community group volunteers who wanted to help translate were turned about because they didn't have Red Cross training
The Red Cross countered that most problems were issues of perception and not cultural insensitivity or racism. However, it's moving forward to change the "perception," for which they should be commended.
There is a formula of 1N = 3P in crisis communication This means 1 negative needs 3 positives just to neutralize it. I'm not suggesting we need 3 hurricanes where the Red Cross offers great support to minorities to overcome the perceived negatives of Katrina.
What I am suggesting is that they have a long way to go just to over come the perception ... because the other formula is that perception= reality.
I just hope they take a little time to strategize about how best to launch this marketing campaign and not just jump in head first. For example, they need to first understand the racial make ups of the areas they want to target for volunteers and study what motivates people of different ethnicities to volunteer. Only then can they launch a campaign that is not only relevant, but effective.
Much of the latest attacks on the global charity come in response to criticism that it treated minorities callously, they didn't have translators and overlooked cultural sensitivities as it responded to the Hurricane Katrina destruction, the story reports. Some examples:
- Some minority groups complained that shelters were set up in white neighborhoods
- Black people said they were offended that Red Cross volunteers in the Houston Astrodome wore latex gloves.
- In Oklahoma, Hispanic community group volunteers who wanted to help translate were turned about because they didn't have Red Cross training
The Red Cross countered that most problems were issues of perception and not cultural insensitivity or racism. However, it's moving forward to change the "perception," for which they should be commended.
There is a formula of 1N = 3P in crisis communication This means 1 negative needs 3 positives just to neutralize it. I'm not suggesting we need 3 hurricanes where the Red Cross offers great support to minorities to overcome the perceived negatives of Katrina.
What I am suggesting is that they have a long way to go just to over come the perception ... because the other formula is that perception= reality.
I just hope they take a little time to strategize about how best to launch this marketing campaign and not just jump in head first. For example, they need to first understand the racial make ups of the areas they want to target for volunteers and study what motivates people of different ethnicities to volunteer. Only then can they launch a campaign that is not only relevant, but effective.
