Thursday, March 09, 2006
Gatorade using Mexican NFL player in new campaign
Gatorade is launching an advertising campaign featuring NFL player Rolando Cantú, the first student from a Mexican university to play in the NFL. This campaign marks the first time Gatorade will focus on one sport using a Latino, Marketing y Medios reports.
While it's not surprising, or novel, that Gatorade would target the Hispanic population using a Hispanic, what I am a bit surprised about is that they chose the NFL route as their debut rather than another sport that broadly appeals to the Hispanic masses like boxing, baseball or the real "football," the one that is actually played with your feet using a round ball.
I did play both sports growing up, and while I have always loved the feeling of knocking someone flat on their butt in football and still watch the NFL with regularity, the passion and love for futbol always took priority. Don't bother me during the World Cup. Further, my family, and most Latinos I know, actually term U.S.footballl "el juego de los brutos," which directly translates as "the game of the brutes" since it is a physical sport. They deplore football for its violence. But, to be honest, I have never understood this sentiment since all of them love boxing!
The spot apparently will have Cantú recounting how he was told he was not big enough to play in the NFL, as a way to demonstrate to Hispanic immigrants that it is possible to succeed here, the article reports a Gatorade statement as saying.
Sounds like a good correlation. I'm just thankful this wasn't an "If I could be like Miguel" campaign!
While it's not surprising, or novel, that Gatorade would target the Hispanic population using a Hispanic, what I am a bit surprised about is that they chose the NFL route as their debut rather than another sport that broadly appeals to the Hispanic masses like boxing, baseball or the real "football," the one that is actually played with your feet using a round ball.
I did play both sports growing up, and while I have always loved the feeling of knocking someone flat on their butt in football and still watch the NFL with regularity, the passion and love for futbol always took priority. Don't bother me during the World Cup. Further, my family, and most Latinos I know, actually term U.S.footballl "el juego de los brutos," which directly translates as "the game of the brutes" since it is a physical sport. They deplore football for its violence. But, to be honest, I have never understood this sentiment since all of them love boxing!
The spot apparently will have Cantú recounting how he was told he was not big enough to play in the NFL, as a way to demonstrate to Hispanic immigrants that it is possible to succeed here, the article reports a Gatorade statement as saying.
Sounds like a good correlation. I'm just thankful this wasn't an "If I could be like Miguel" campaign!
Wednesday, March 08, 2006
La Raza critical of Hurricane response
Scripps Howard News Service reports on a recently-released study from the National Council of La Raza on the poor emergency response for Hispanic Katrina victims.
The article reports on disturbing issues such as the Director of the Mississippi Immigrants Rights Alliance begging a station in Gulfport to let her broadcast evacuation messages in Spanish since she said no efforts had been made by local officials to put out warnings and shelter information in Spanish. It wasn't until hours before the storm struck that the station finally televised the urgent message.
The study is critical of all layers of government and the American Red Cross for failing the Hispanic community both in preparations for the storms and in the response after hurricanes Katrina and Rita hit.
In my post "Red Cross, or Cruz Blanca" a few weeks back I addressed some of the issues at the Red Cross and how they were actively seeking ways to do something about it.
While most of the media attention has been given to the blacks who suffered, especially in the lower wards, it is important to note that the hurricanes did affect Hispanics. This was further complicated by the language issue.
The article reports on disturbing issues such as the Director of the Mississippi Immigrants Rights Alliance begging a station in Gulfport to let her broadcast evacuation messages in Spanish since she said no efforts had been made by local officials to put out warnings and shelter information in Spanish. It wasn't until hours before the storm struck that the station finally televised the urgent message.
The study is critical of all layers of government and the American Red Cross for failing the Hispanic community both in preparations for the storms and in the response after hurricanes Katrina and Rita hit.
In my post "Red Cross, or Cruz Blanca" a few weeks back I addressed some of the issues at the Red Cross and how they were actively seeking ways to do something about it.
While most of the media attention has been given to the blacks who suffered, especially in the lower wards, it is important to note that the hurricanes did affect Hispanics. This was further complicated by the language issue.
Monday, March 06, 2006
Have a Coke and a "mile"
Marketing y Medios reports on Coke's launch of its first fully bilingual U.S. Internet campaign for its "My Coke" rewards program, which offers consumers "Coke miles" as a reward for purchasing its product.
This follows their general-market campaign to promote the loyalty system, they report. The Web site is designed to promote the program, which this year will place 4 billion codes on Coke packaging beginning with 20-ounce bottles.
This follows their general-market campaign to promote the loyalty system, they report. The Web site is designed to promote the program, which this year will place 4 billion codes on Coke packaging beginning with 20-ounce bottles.
