Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
Ode to Hispanic Women
The Special K Franchise was faced with a challenge of positioning the brand within the weight management category. The decision was to focus on a specific kind of Hispanic woman that was weight conscious, but not gym crazy or willing to give up on taste. The insight that led to the creative solution went beyond weight but to a shape management benefit as well as to simply looking good, by taking it all the way to having the "right' shape to achieve the admiration these women expected. Creative was then developed with the idea of "Ode to women" to communicate this admiration. The Special K Franchise results were very impressive: grew sales +78%.
Brand: Kellogg's Special K
Client: The Kellogg's Company
Asi Piensa Allstate
In May 2004, Allstate launched the Asi Piensa Allstate campaign to address Hispanic consumers' beliefs and perceptions about insurance, and to position Allstate as the insurance company that responds to their most critical insurance needs. In less than three months, unaided brand awareness, ad awareness and consideration for Allstate reached an all time high among Hispanic consumers, surpassing those of the national and local competition.
Client: Allstate Insurance Company
Agency: La Agencia de Orci & Asociados
Pampers Cruisers faced numerous challenges prior to the launch of the New Friends campaign; loyal consumers to the market leader brand, strong competitive promotional activity, declining market share, and having to develop advertising based on a General Market strategic concept that didn't resonate with Hispanic consumers. Despite these odds and numerous sales and equity objectives, the New Friends campaign not only delivered a $ share increase 380% higher than client expectations, but also strengthened Product Awareness by 32%, and significantly increased Purchase Intent by 86% and Brand Loyalty by 98% for Cruisers.
Client: Procter & Gamble
Agency: Conill Advertising