Connecting With Hispanic Consumers Through Cause Marketing

Rudy Rodriguez

Discusses the use of cause marketing as a way of creating campaigns that resonate with the hispanic audience in the US.

Connecting With Hispanic Consumers Through Cause Marketing

Rudy RodriguezGeneral Mills, Inc.

As marketers look for unique ways to position themselves with Hispanic consumers, investment alone will not be enough. In many cases they will face existing competitors that already have a strong consumer base. Conversely, their brand or product may not even be on their prospective consumers' radar screen.

In either case, a new marketing effort to reach Hispanics that only focuses on the product benefit and does not connect emotionally is likely to fall flat. Like other consumers, Hispanics want to see themselves reflected accurately in the media...

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