Tuesday, May 31, 2011

Kraft Targeting Hispanic Market with Kool-Aid

This year, Kraft says it will triple spending on the Hispanic market. For the first time, Kraft will allocate a majority of its 2011 marketing budget to reach Hispanics in an effort to grow its Kool-Aid brand.

Almost 20 percent of Kool-Aid drinkers are Hispanic, while slightly more than 20 percent are African-American, according to the brand. Sales are split about evenly between powdered mixes and ready-to-drink versions.

The Kool-Aid campaign looks to help drive home the message that a fresh approach is needed to reach the powerful Hispanic market.

Tuesday, May 24, 2011

A Case for the Business-Critical Importance of the Hispanic Market

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Global communications leader Porter Novelli today released the latest issue of its popular Amplify report, “Census: It’s All in the Numbers,” which explores the dramatically increased buying power and influence of the Hispanic market in the U.S., as made clear by the recently released U.S. Census figures.

Examining information such as birth rates and population growth areas, as well as increasing Hispanic proficiency in digital and social media and mobile usage, the report makes a strong case for the business-critical importance of the Hispanic market for sustained growth and brand health. The issue studies the Hispanic impact on food and beverage marketing and health care providers—analyzing how Hispanics balance acculturation while maintaining strong traditions and community ties.

“Clearly, brands and businesses can no longer afford to ignore the Hispanic market,” said Julie Winskie, global president, clients. “It is a $1 trillion market that is growing not just in numbers, but in the all-important use of digital media. Despite the transformative impact that kind of buying power and digital sophistication could have on businesses, nearly 50 percent of U.S. brands still don’t include Hispanics in their marketing mix. That’s more than just a missed opportunity – ignoring this market could have serious consequences for the bottom line.”

Tuesday, May 10, 2011

Millennials and the Fear of Missing Out

It’s not exactly news that the Millennial Generation (loosely defined as people born between 1980 and 2000) spend a lot of time on websites like Facebook, Tumblr, and Twitter. But according to recent findings from a study conducted by MTV, for today’s young people, the constant social networking isn’t all fun and games. While more than half of the Millennials polled by MTV agreed with the statement “what I post online defines who I am,” a good percent of them also said they find it “exhausting to always be ‘on’.”

FOMO or the "Fear of Missing Out" is a huge part of why today's users spend so much time online.

Read the full "Social Media is Not All Fun and Games" article.