Eye on Marketers

As Latinos grow in numbers and in their technology use, marketers are seeing greater opportunities to take advantage of the "$1 trillion US market" that Latinos offer.

Using Hispanic Heritage Month as a promotional opportunity, Coca-Cola partners with Univision and celebrity Chef Ingrid Hoffman to launch the "Celebremos Nuestro Sabor con Coca-Cola" (Celebrate our Flavor with Coca-Cola). To enter the contest, people need to upload a picture of their favorite dish and an essay explaining "what inspired the dish and how they enjoy it with Coca-Cola" onto Univision.com. The two winners will receive $5,000 grand prize and have their favorite recipe featured on Univison's popular show "Despierta America."

Communities of color consume and spend more on bottled water than their white counterparts. In this blog post, Nadia Arumugan discusses the marketing tactics that companies use to target Blacks and Latinos. These include: Latino-specific bottled water brands; targeting minority moms; celebrity endorsements; and playing the purity game.

Kraft Foods has launched TV spots, online advertising, and social media marketing as part of a campaign to promote Velveeta Cheesy Skillets as easy-to-prepare family meals. The campaign assures mothers that the meals, while simple, are "hands-on" and homey.