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As the new year kicks off, yogurt brand Activia ramps up its multicultural marketing strategy by increasing its investment in media dedicated to US Hispanic audiences, alongside both diverse creators and media companies. . The move is one of several by brands actively seeking out diverse audiences.
Since 2021, Activia’s parent company, Danone North America, has increased its spending on a variety of marketing and advertising activities from less than 1% of its total annual media budget to more than 4% this year.
Danone’s Vice President of Media, Sponsorships and Licensing, Michael Sallette, said:
The change in spending comes after research reveals Activia is becoming more popular with Hispanic consumers, not only in the U.S. but around the world. will increase its investment in video content with Canela Media, a minority, women-owned media company, and will invest more advertising dollars in diverse creator and influencer networks.
“We want to continue to drive a full multicultural marketing effort that encompasses the creative and media sphere,” said Saletto. “Media is not only the placement of media advertising, but also the content he creators and part of the production companies they use in the process.”
Activia isn’t alone in its efforts to appeal to more diverse consumers. Last year, Taco Bell launched a TV ad dedicated to Mexican-Americans, hiring Latino-focused talent to become more inclusive. , Telemundo, and Blavity, and promised to bring more spend to a diverse audience. These brands are trying to keep up with changing demographics and appeal to younger consumers who have increased their purchasing power.
Chief Brand Officer Jamie Medeiros said: at Planet Fitness.
According to Pew Research, Generation Z is more racially and ethnically diverse than previous generations in the United States. Specifically, one in four of his Gen Zers is Hispanic, Pew reports. And as this generation grows in purchasing power, marketers are taking notice.
David Vélez, strategy director at Latino independent digital media company and creative agency Remezcla, says multicultural audiences have generally been an afterthought in the past few years. But during this year and a half, that changed.
“[Remezcla has] It has existed for 15 years. But in this year and a half of him, we’ve really come to the negotiating table,” Velez said. “We have a process to really understand this consumer, thanks to the data shown. [Latinidad] importance and influence. “
The industry movement for more inclusive marketing is expected to continue. “For me, it’s inevitable that it has to work, because now it’s not just a silo,” Vélez said. “Large audiences reflect the multicultural mainstream.”
For Activia, there are already plans to step up its multicultural marketing efforts and extend the brand’s presence beyond Canela to other media outlets with diverse audiences. The company has expanded its multicultural commitment to other Danone products, launching a paid social campaign featuring Hispanics and African Americans, according to Laurel Bright, his director of marketing for Danone. I’m here.
“essentially [it’s] We see everything as integrated, not separate,” says Bright. “It’s important to make sure we make the pie bigger and connect with consumers in an authentic way.”
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