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Major brand names marketing products to Hispanics

BY Allison Cerra

NEW YORK Major consumer product manufacturers are marketing their products at Hispanics through television.

Just last month, Coca-Cola launched “Destapa Tus Suenos” or “Unleash Your Dreams.” The campaign was the central message for “Destapa La Felicidad,” the Hispanic adaptation of “Open Happiness” – the new global integrated marketing campaign for Coca-Cola that was introduced in January.

Despite the fact that unemployment among Hispanics shot up in March to 11.4%, compared with 8.5% for the U.S. population as a whole, according to the Bureau of Labor Statistics, Hispanic consumers typically like to buy products and services from brands advertised on TV, and rely heavily on basic packaged goods. By combining the two, the product integration successfully reaches this niche.

Business Week cited a TNS Media Intelligence report which indicated that General Mills tripled its spending on commercials on Spanish-language TV to more than $35 million last year.

“We’ve gone aggressively into Hispanic marketing, because we’re getting double-digit sales gains,” said General Mills chief marketing officer Mark Addicks.

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Jones Soda’s Van Stolk resigns from board of directors

BY Allison Cerra

LONDON Jones Soda Co.’s founder has stepped down from the board of directors, according to reports.

In a filing disclosed to the Securities and Exchange Commission, Peter van Stolk, has resigned because of concern about the direction of the company. Van Stolk agreed to reduce his severance payments under the Separation Agreement by approximately $100,000 to an aggregate of approximately $350,000, and he won’t be bound by noncompetition and nondisparagement obligations.

Last month, the company announced that Joth Ricci would become its new CEO. Van Stolk had left as chief executive last year.

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Domino introduces new Earth-friendly CarbonFree Pure Cane Sugar products

BY Allison Cerra

WEST PALM BEACH, Fla. Domino Sugar offers an exciting new CarbonFree-certified line of sugar products with a brand new look, available in select markets for eco-conscious consumers looking to reduce their climate impact.

Domino Sugar’s pure cane products were certified CarbonFree by Carbonfund.org.

The CarbonFree label indicates the production and delivery of Domino Sugar’s new specially marked green and yellow packages result in net zero carbon emissions.

“The launch of Domino CarbonFree Sugar cements our commitment to expanding our offerings of earth-friendly products,” said Brian O’Malley, president of Domino Foods, Inc. “We are proud to be the only company to provide carbon neutral sugar products due to our own business practices, specifically our eco-friendly farming and renewable energy production.”

The certification began with a life cycle assessment by the Edinburg Center for Carbon Management that determined each product’s entire carbon footprint. The analysis spanned from the primary inputs of planting and growing the sugar cane, through the harvesting, milling, processing and packaging, to the product’s final delivery to store shelves. The carbon footprint was then displaced by the company’s own production and supply of clean, renewable energy, which cuts greenhouse gas emissions.

The Domino CarbonFree Sugar line is grown, processed and packaged in South Florida. The sugar process is powered by the company’s own renewable energy facility, the largest of its kind in North America, which uses sugar cane fiber and recycled urban wood waste to produce clean energy. The facility also provides electricity for tens of thousands of homes in the area.

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