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2016 Hispanic TV Upfront Report
“What we learned is that the Hispanic consumer is important,” Reynolds says. “Since then, we have never wavered. It is a cultural value that has persisted through generations of marketers, and we are not afraid to maintain this importance.”
But Reynolds says the question that his team is now presented with is simple: “What do we do about it?”
He notes, “We love Hispanic consumers at Clorox. We absolutely adore them. But what do you think of when you think of Clorox? Bleach.”
Today, bleach accounts for 10% of total sales for The Clorox Company. Among the company’s brands are such diverse products as Kingsford charcoal, Glad bags, Burt’s Bees facial and skin care, Pine-Sol cleaning solution and KC Masterpiece barbeque sauces.
A RELATIONSHIP BUILT ON LOVE
In 1996, when Clorox first launched creative expressly for Hispanic consumers, “it was like our ‘first date,’” Reynolds says. This helped foster an enduring relationship that requires love, dedication and innovation, he says.
As the market has changed, “we must change too,” Reynolds notes. “The only thing that is steadfast is that the Hispanic consumer is a source of vibrancy for our brands. Emotions rule ... but authentic connections rule.”
That’s where Clorox, with the help of Director of Shopper Marketing, Category Advisory Services and Multicultural Capabilities David Cardona, has stood out from its competitors. In 2012, after 12 months with Clorox, Cardona helped roll out Clorox Fragranzia—a line of products specifically targeting Latina consumers. The launch was singled out by international consumer research firms including Mintel was groundbreaking, as a company had used multicultural consumer data to not only develop creative that resonated with the Hispanic consumer, but developed an entire product line.
From those efforts came an increased effort to promote Kingsford to Latinos, based on consumer insights that showed the Hispanic consumer as highly likely to cook outdoors. Spanish-language creative was designed to not simply give a nod to the Hispanic consumer, but demonstrate that Kingsford understood them.
In the brand’s current spot Como Ningún Otro, this is abundantly clear, with the overall theme that a parillada isn’t the same without Kingsford getting a decisively Latin touch. By comparison, Kingsford’s total market spot The Social Grill, released in 2014, employs a tone that may not resonate the same as a transcreation.
“It’s not just pulling at the heart strings,” Reynolds says. “With our partners at Alma, each brand comes alongside the Hispanic consumer and we ensure they each speak to what the consumer cares about.”
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