How PepsiCo is building bonds with Hispanic community | Duncan Channon animates stories of ex-smokers, vapers | Tecate, Mirriad use AI for dynamic product placement
PepsiCo's five-year, $170 million initiative to support Hispanics economically and academically is also taking a deep dive into understanding this diverse community, said Marissa Solis, senior vice president of marketing for Frito-Lay North America. "There's a commitment to working with Hispanic-owned companies in the sector, whether that's agencies, production companies, directors or actors, the aim is to create authentic Hispanic content," said Solis.
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Duncan Channon, with Acento and APartnership, created an anti-vaping and anti-smoking campaign for the California Tobacco Control Program that brings the quitting stories of real ex-smokers to life using animation. The push includes a Spanish-language ad from Acento and an anime-style spot from APartnership in Vietnamese, Korean and Chinese, along with radio, digital audio and social ads.
Heineken-owned beer brand Tecate and Mirriad tapped artificial intelligence for brand integration in a recent Giovanny Ayala music video, using the digital advertising model of targeting and refreshing. Mirriad's Maria Teresa Hernandez says the project was Tecate's attempt to reach a demographic -- Mexican-American men -- who often don't follow traditional advertising.
Univision Communications is expected this quarter to launch an ad-supported video-streaming service with more than 30 channels of on-demand Spanish-language programming for Hispanic viewers with limited commercial breaks. CEO Wade Davis says, "We are focused on bringing new ways for our advertisers to reach the US Hispanic audience."
NBCUniversal Telemundo Enterprises has added two new executives to expand its distribution business and revenue plan. Ezequiel Fonseca Zas and Malu Carmona-Botana "each bring a unique and deep set of media expertise in Spanish and English, which will help us expand the formats and multilingual experiences across AVOD, SVOD and DTC platforms that Telemundo has pioneered for over ten years in the US and across the globe," says Telemundo's Peter Blacker.
