Monthly Archives: May 2013

How to execute multilingual packaging

Ideas to minimize clutter and mitigate the risk of backlash by mainstream shoppers. Adding in-language copy to product packaging is one way that brands can strengthen their emotional connection to ethnic customers. However, many companies hesitate in doing so for

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Posted in Best Practices, Product Ideas

Jeans: What’s “Hispanic” About Them? – Part II

Product fit is another way to appeal to ethnic shoppers beyond language. Recently, I wrote about Hispanic initiatives needing to go beyond the translation of marketing messages and how a retailer might adapt its merchandising for jeans to appeal to

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Posted in Merchandising, Product Ideas

Jeans: What’s “Hispanic” About Them? – Part I

Go beyond language to increase sales among ethnic shoppers. Many executives assume that the need for a Hispanic marketing program stems from a language barrier. Since US Hispanic growth is mostly due to births, they conclude, investments in Hispanic marketing

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Posted in Insights, Merchandising

Tailoring Mainstream Ads to Specific Segments

Here’s a good example on how to solve the paradox of presenting a brand consistently to all audiences while speaking to the unique needs of a new target audience. Vichy Laboratoires, a L’OrĂ©al company, advertised its Neovadiol GF anti-aging skin

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Posted in Advertising/PR, Best Practices