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Unilever's ViveMejor Program Targets Hispanics

  • Ad Age, Tuesday, May 22, 2007 11:15 AM
Unilever is bringing together its food and personal-care brands in a single marketing platform--ViveMejor--for Hispanic consumers. It includes a bilingual Web site (ViveMejor.com), a free bilingual magazine distributed in stores and TV segments to run on Spanish-language television.

By studying 3,600 shopping trips by more than 800 consumers, Unilever discovered Hispanic shoppers shop more often because they prepare more meals at home, but they enjoy their shopping experiences less than general-market shoppers. The study also found that Hispanic shoppers generally appreciate being communicated with in Spanish in stores, and are more receptive to in-store meal suggestions than the general population.

The effort marks a continued increase in support for Hispanic marketing for Unilever, which last year boosted ad spending by 47%, and expects to increase spending again behind ViveMejor.

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