By: Portada
Mondelez hopes to reach more Hispanic-American consumers, and it’s working with the Spanish-language media group Univision to launch a campaign featuring up-and-coming Colombian pop singer Sebastian Yatra. Enlisting creative agency Spark Foundry, Mondelez and Univision worked together to create the “Vive al Ritmo de Tu Antojo” campaign, which roughly translates to “Live to the Rhythm of Your Desire.” Featuring Yatra as a spokesman for some of Mondelez’s major snack brands (Oreo, belVita, Chips Ahoy, Ritz, Sour Patch Kids and Trident), the campaign will encompass a series of Spanish-language ads slated to run across Univision properties through the Latin Grammys in November. The campaign debuts Monday with a TV spot for Oreo that has Yatra promoting the cookie as “the perfect companion” for the Premios Juventud, an annual youth-oriented award show presented by Univision that celebrates Hispanic stars in film, music and sports.The partnership will feature a host of marketing methods, including radio spots, social content and experiential activations. Brand Labs also works with companies on insights and strategies for reaching Hispanic consumers.
Source: Portada
