This year, Kraft will triple its spend against the Hispanic market to double digits. In 2009, the company spent 3.8% of its budget on Hispanic media. The company will put the majority of its
Hispanic-directed budget against its Kool-Aid brand. Elements include TV ads via Ogilvy & Mather's Ogilvy Rojo that have already begun airing on Univision and Telemundo. The message: where there's
fun, there's Kool-Aid.
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