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Home , Miss Universe 2004, Miss Universe 2008, Nestor Carbonell

- iNSPIRATION CENTRAL—August—Issue 20 iNSPIRE! - redefining marketing to latinos™

AUGUST 2008 ISSUE #20

Retailer Targeting Hispanics in a Virtual Environment Tongue-in-cheek clothing sold virtually and in real world

Minorities Dominate Use of New Media Hispanic media usage varies from other demographics

M&M’s® Target Hispanics With “Inner M” Campaign New print ads feature popular Latin stars

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3 4 5 6 7 8 9 media Retailer Targeting Hispanics in a Virtual Environment...…………..……..………….…………………….………… 3

Minorities Dominate Use of New Media..…………………...……………………………………………..………….. 4

M&M’s® Target Hispanics With “Inner M” Campaign…………………………………………………………………. 5 la cultura McDonald’s Increases Hispanic College Enrollment …………….…………………………..…………………….... 6

One Individual, Two Identities………………………………………………………………………….……………….. 7 trends Hispanic Culture Influencing Youth Fashion………………..……………….…….…...………….………………….. 8 marisol’s corner Meet Gotham City Mayor Nestor Carbonell…………………………………………………………………………... 9

Miss Crowned 2008....………………………………………………………………..…... 9

St. Jude’s Honors Gloria Estefan….….…………….…….…...……………….……….……………....….…….….... 10

Latin Celebs Through the Years ..…….……..………………………..…………………………………….….……… 10

Billboard En Español’s Top Ten Latin Songs………………………………………………………………….……… 10 market spotlight Quick Facts: Hispanics and U.S. States………………………………………………………………………..……... 11 media 3 - iNSPIRATION CENTRAL—August—Issue 20 iNSPIRE! - redefining marketing to latinos™

Retailer Targeting Hispanics in a Virtual Environment Tongue-in-cheek clothing now sold virtually and in real world target audience. We believe that There.com’s Hispanic audience will understand and appreciate our brand,” said Edoardo Chavarin, NaCo’s founder and chief creative officer.

“Our customers spend a considerable amount of time on social networking sites and we believe that the virtual world is the next evolution for interacting with our customers wherever they may be,” Chavarin added.

The partnership represents a unique opportunity for both NaCo and There.com to target the Hispanic community currently found in the virtual world and to attract additional Hispanic members. A recent comScore study of U.S Hispanics online estimate the display advertising segment alone may account for around $140 million.

“The Hispanic population in There.com is growing and comprises a very active segment of our online community. We’ve seen an increase in the areas of our world that akena Technologies, many of whom have already started showcase this cultural influence and creator of the popular to migrate to There.com. there are currently more than 15 clubs social virtual world in There.com that cater specifically M There.com, recently In Mexican-Spanish, naco is a to Hispanic audiences,” said Michael announced a partnership with NaCo derogatory slang word used to Wilson, CEO of Makena Technologies. USA, the authentic Latino clothing describe tackiness, but NaCo has brand that targets consumers through reinterpreted the term through their “With our members focused on both funny and irreverent bilingual slogans clothing to describe a self-assured self-expression and socialization, the and culturally relevant designs. style that disregards what others fun, offbeat messages on NaCo’s think is cool. clothing offer our audience another There.com is a virtual getaway set in unique way to express themselves.” a 3D environment where users can NaCo and There.com have created a attend and host events, play games, specialty catalog in-world that will buy and create things, meet and chat include nine pieces of unique with friends, and explore new places merchandise for members to buy and through the use of their personally wear virtually, with the availability designed avatar (a computer user’s to purchase real-world merchandise graphical representation of themselves). as well.

The partnership aims to reach the “Because of There.com’s demographic 19.5 million U.S. Hispanics online as mix, the platform is a perfect fit for well as non-U.S. Latin Americans, us to engage and connect with our

media

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Minorities Dominate Use of New Media Hispanic media usage varies from other demographics ccording to BIGresearch’s Dramas and police/detective shows media than Whites across all media most recent Simultaneous round out the top three for types of types. They are more likely to use Media Survey, Hispanics, shows watched most except for iPODs, text on cell phones, play A African-Americans, Asians, who would rather catch a video games, use video and picture Asians and Whites not only use sporting event or a cartoon. phones, use instant messaging online traditional media differently, their and watch videos on cell phones. adoption of new media also is There are more differences for radio quite unique. formats listened to most often: Media usage by demographic—media used most often: When it comes to traditional media, • Hispanics—Rock, Latin/Hispanic types of TV shows watched as well and Hip-Hop • Hispanics—Cell phone, iPOD/ as radio formats listened to most • African-American—R&B, Hip-Hop MP3 player, text messaging often differ by consumer group. and Religious • African-Americans—Cell phone, • Asians—Rock, Top 40/Pop and News text messaging, video games Although movies are the most • White/Caucasians—Rock, Oldies • Asians—Cell phone, instant watched type of TV show among all and Country messaging, iPOD/MP3 player categories, according to the study: • Whites/Caucasian—Cell phone, Although cell phones are the form of Tivo/Replay TV/DVR, video games • 63.6% of Hispanics surveyed watch new media used most for all them regularly segments, with 57% of Hispanics, Gary Drenik, president of BIGresearch, • 66% of African Americans are most 53% of African Americans, 53.9% of said, “Minorities are now using likely to watch them regularly Asians and 49.4 of Whites regularly new media in higher percentages, • 52.5% of Asians surveyed watch using, the similarities stop there. providing unique opportunities to them regularly create specific marketing plans that • 51.4% of Whites watch them on a According to the analysis, minorities integrate non-traditional media regular basis have a higher regular usage of new options into their digital ad strategy.”

Differences among the various ethnic groups are also apparent in how they use the Internet for fun and entertainment. Research shows that Hispanics like to check out movie news (42.7%) while they are online; whereas shopping tops the list for the other three groups, African-Americans (40%), Asians (43.7%) and Whites (43.1%).

The top 3 online activities for fun and entertainment by demographic are as follows:

• Hispanic—Movie news, shopping and video games • African-American—Shopping, movie news and TV news • Asians—Shopping, movie news, and IM or chat • White/Caucasian—Shopping, checking local weather and viewing photos media 5 - iNSPIRATION CENTRAL—August—Issue 20 iNSPIRE! - redefining marketing to latinos™

M&M’s® Target Hispanics with “Inner M” Campaign New print ads feature popular Latin stars M&M’s® are starting to aim messages mother and daughter TV team of at them in Spanish or step up efforts Joan and Melissa Rivers. to do so. The M&M’s® candy for Mr. Valderrama M&M’s® is the second product sold is modeled after him rather than by Mars Snackfood U.S., a division of any role he plays. A magazine ad the giant consumer-products company shows him standing on a red carpet Mars, to sponsor a Spanish-language with photographers and fans in campaign in addition to its English the background. He is smiling and ads. The first such campaign, which waving a hand. was introduced in 2006, was for the Snickers candy bar. Having Mr. Valderrama as an endorser is intended “to reach the bi-cultural In considering Spanish-language ads Hispanic,” Kessler says, referring to for its brands, “it’s different for each Hispanics who speak English as well campaign,” says Michele Kessler, as Spanish and are familiar with vice president for marketing at Mars mainstream culture along with TV Snackfood, U.S. shows, movies, music and media in Spanish. Many of these Hispanics are popular campaign for “The Spanish ads for Snickers are first or second-generation Americans. M&M’s® is taking on a very different from the English ads,” Spanish accent. she adds, “while the M&M’s® ads in The ad featuring Ms. Saralegui, A Spanish are adopting the premise of which will appear in the fall, will be The campaign, which carries the the English-language campaign.” “targeting the Spanish-dominant theme “There’s an M&M® in everyone,” Univision watchers,” referring to presents human beings who assume One reason for that may be what Hispanics who are immersed in the looks and characteristics of the Kessler calls the “significant growth” Spanish all or most of the time. walking, talking candies that have for the M&M’s® product line since sold M&M’s® products since 1995. the start of the English-language “In fact,” says Kessler, the next campaign early last year. Hispanic campaign for one of her The Spanish-language ads will offer brands, the Starburst candy line, renderings of celebrities as M&M’s® to “We’ve leveraged it across pretty which begins later this year, “will be convey the idea of unleashing one’s much everything we’ve done,” Kessler targeting acculturated Latinos inner M&M®, tagged with the sentence: says, including the introduction of ads because of their appeal to a younger “Have fun like a star with M&M’s®.” for M&M’s® Dark Chocolate that consumer audience.” feature M&M’s® versions of the cast The first Hispanic celebrity to appear members of the TV sitcom “The The need to address Hispanics who in the new ads is Wilmer Valderrama, Addams Family.” are Spanish-dominant or bi-cultural the young actor known for his role as is indicative of the challenges that Fes in the long-running Fox sitcom Sometimes they appear in character, face advertisers entering the market. “That ’70s Show.” The second will like the cast of “The Addams Family” be Cristina Saralegui, the host of the and Burt Reynolds, whose M&M’s® national Spanish-language talk show likeness is as “Bandit,” the role he on Univision, “El Show de Cristina.” played in the 1977 movie “Smokey and the Bandit.” The campaign is emblematic of the increasing focus by mainstream Other celebrities appear as themselves, marketers on Spanish-speaking that is, their M&M’s® are styled after consumers. With Hispanics becoming how they look in real life. Among the fastest-growing segment of the them are the chef Bobby Flay, the American population, brands like race-car driver Kyle Busch and the

la cultura

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McDonald’s Helps Increase Hispanic College Enrollment Four $100,000 scholarships are awarded to Latinos Institute of Technology (MIT), level. The program is supported majoring in Chemical Engineering through the efforts of McDonald’s owner/operators, local and national • Samuel A. Cruz of Union City, community leaders and individual New Jersey, attending Ramapo donors. Programs like the HACER® College majoring in Biochemistry scholarships help strengthen the number of Hispanic students enrolled • Brian Campos of Brooklyn, New in college. York, attending Harvard University majoring in Neurobiology Currently Latinos represent 11.4 percent of all higher education • Maira Mercado of Riverside, institutions and 7.7 percent of California, attending Claremont bachelor degrees go to Hispanics. McKenna College majoring in Economics and Mathematics In addition to supporting the scholarship program, McDonald’s “Now that I have this $100,000 collaborates with the Hispanic cDonald’s recently scholarship, I know I’m going to Scholarship Fund to present an announced the selection MIT and I won’t have to worry so annual series of free, bilingual college of four Hispanic high much about financing my studies. workshops to provide students and M school seniors who will This scholarship is making my dreams their families with essential college each receive a college scholarship of come true!” said Brigitte Morales. preparation information to help $100,000 to fulfill their college students achieve their educational dreams. The students—selected for Since 1985, RMHC®/HACER® has goals and reduce stress due to the their academic achievement, financial awarded more than $17.9 million in unfamiliarity with college enrollment. need and community service—will scholarships to more than 12,000 be awarded $25,000 per year for the Hispanic students in the U.S. In 2007, 4,000 parents and students next four years beginning this fall. RMHC®/HACER® is a program of participated in these workshops. This Ronald McDonald House Charities® year the workshops will be held “McDonald’s provided the funding for and its local chapters, which provides in the fall in the following cities: the four national Ronald McDonald scholarships in several regions of Denver, CO; Phoenix, AZ; Atlanta, House Charities®/Hispanic American the country. GA; El Paso, TX; Boston MA; Commitment to Education Resources® Lynwood, CA; Newark, NJ; Orlando, (RMHC®/HACER®) scholarships This is the first year the scholarships FL; San Jose, CA; Chicago, IL; and this year to build on our 23-year are awarded to students on a national Indianapolis, IN. commitment to help Hispanic students achieve their college dreams,” said Cristina Vilella, director of marketing, McDonald’s USA.

“We know there are a lot of talented students in our community who are unable to attend college because of financial constraints. We want to support them financially so they can stay focused on their education.”

The four scholarship recipients are:

• Brigitte Morales of Miami, Florida, attending la cultura 7 - iNSPIRATION CENTRAL—August—Issue 20 iNSPIRE! - redefining marketing to latinos™

One Individual, Two Identities Switching languages can also switch personalities among biculturals “Language can be a cue that activates different culture-specific frames,” the researchers said in a study published in the “Journal of Consumer Research.”

While frame-shifting has been studied before, they said this research found that people who are bicultural switched frames more quickly and easily than people who are bilingual but living in one culture.

The researchers said the women classified themselves as more assertive when they spoke Spanish than when they spoke English.

“In the Spanish-language sessions, informants perceived females as more self-sufficient and extroverted,” they said. “Language can be a cue that activates different culture-specific In one of the studies, a group of frames,” - researchers David Luna, bilingual U.S. Hispanic women Torsten Ringberg, and Laura viewed advertisements that featured Peraccio of the “frame-shifting” women in different scenarios. bicultural study The participants saw the ads in one language—English or Spanish—and eople who are bicultural then, six months later, they viewed and speak two languages the same ads in the other language. may unconsciously alter P their personality when they Their perceptions of themselves and switch languages, according to a of the women in the ads shifted U.S. study. depending on the language.

Researchers David Luna from Baruch “One respondent, for example, saw College and Torsten Ringberg and an advertisement’s main character as Laura Peracchio from the University a risk-taking, independent woman in of Wisconsin-Milwaukee studied the Spanish version of the ad, but as groups of Hispanic women, all of whom a hopeless, lonely, confused woman were bilingual, but with varying in the English version of the ad,” degrees of cultural identification. said the researchers.

The researchers found significant The shift in perception seems to changes in self perception, or happen unconsciously and may have “frame-shifting,” in the bicultural broad implications for consumer participants studied who were behavior and political choices among women who participate in both bicultural Hispanics when developing Latino and Anglo culture. bicultural targeted plans.

trends trends

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Hispanic Culture Influencing Youth Fashion Brands, spending patterns, and trends influenced by Hispanic teens

ecently updated results from when looking at the Hispanic youth to note, as opposed to a few select Label Networks’ Hispanic culture as a profile compared with brand choices. Youth Culture Study ‘07 other demographics is that top new R indicate that the growing brands are unexpectedly considered As revealed in Label Network’s overall demographic of 13-24-year-olds in favorites, and the source for finding North American Youth Culture the is influencing the out about new brands and styles is Study, the association with music future of fashion in youth culture. greatly influenced from the streets and apparel is clearly one of the top This is reflected in terms of top rather than retail stores or magazines. influences in favorite brands. brands, design influences, spending patterns and lifestyle traits. Stores generally are not often as Another interesting note is that top influential—one reason being that action-sports inspired apparel brands As the second largest population many young people do not think that tend to be higher among females group in the U.S., and the fastest the stores represent their lifestyle. than males. growing demographic of young people overall, knowing what’s In addition, the Internet plays heavily Another finding shows that the brand taking place within this demographic as a main source among younger name is not as influential in terms of is important for determining business demographics: 15-17-year-olds have buying a specific brand among strategies in the future. the highest percentages that name the Hispanic youth culture as aspects Internet as their key source of such as style, comfort and fit. Overall, the spending patterns of this finding out about new fashion brands market segment on fashion, as well and styles, which then decreases By gender, the greatest differences as denim, T-shirts and footwear among 18-20-year-olds, and even are that females seek original style, represent a new market opportunity lower among 21-24-year-olds. quantified by much higher percentages and provide a chance for new brands in terms of why a brand is their to make headway, as well as older The mix of mainstream brands, favorite, compared with males. brands to re-invent themselves with authentic older brands, band and fresh, relevant strategies. music-inspired brands, and top Original style among males is sports and action sports-inspired important, but important if others One of the first aspects that was apparel brands in the most-favorite members of their group are wearing discovered in the fashion section fashion brand category is interesting the “original style” as well. marisol’s corner 9 - iNSPIRATION CENTRAL—August—Issue 20 iNSPIRE! - redefining marketing to latinos™

Meet Gotham City Mayor Nestor Carbonell Cuban-American Actor plays Mayor Robert Garcia in box office hit n Batman’s latest installment, sexy photographer Luis Rivera in the record-breaking blockbuster “.” But he is probably “ T h e D a r k K n i g h t , ” best known for his “” character I Cuban-American actor Nestor , a mysterious man who Carbonell plays a very Latin Mayor never ages. Robert Garcia. Carbonell was recently in Hawaii “He’s a little tough, maybe cynical, Ledger, has taken in $155.34 million and shot several episodes for the and on occasion even arrogant,” says to top “Spider-Man 3” for best opening ABC series’ fifth season, to be aired Carbonell of his gloomy character. weekend ever at the box office. next fall. He will also participate in “As an actor, that helped me to work the movie “Killing Pablo,” about on different facets.” Carbonell says he never intended to notorious Colombian drug dealer be an actor when he grew up, but it Pablo Escobar. “Mayor Garcia,” he adds, “is a man all started when he took a drama who was very idealistic and principled class while he was studying English His favorite moment of “The Dark at the beginning of his career. But literature at Harvard, in 1989. Knight” shooting—which took place then he saw that things in the city in Chicago—was a scene with more didn’t work the way he thought, and “It was almost by accident,” he says. than 1,200 extras. that he needed to compromise with The next year, he made his the different groups fighting in Off-Broadway debut in “A Silent “I had to make a speech,” he says, the city.” Thunder,” by playwright Eduardo “and when I saw myself standing in Iván López. front of such a big crowd, I felt that “The Dark Knight,” directed by maybe in another life I would like to and starring Since then, he’s appeared in dozens be a politician. I imagined what it and the late Heath of movies and TV shows, such as the would be like to be a real mayor.”

Miss Venezuela Crowned This year four of the final five contestants were Latin American iss Venezuela was In the meantime, Mendoza said, she is crowned Miss Universe simply looking forward to taking off 2008 on July 14 in her high-heeled shoes and massaging M the most watched her feet. Spanish-language “Miss Universo 2008” in the time period among The final five 2008 Miss Universe key adult and female demos, per contestants included four from Latin the Nielsen Television Index (NTI). America: Miss , Miss The 2008 pageant was held in Nha , Miss Trang, . and . finished second behind Mendoza. At a news conference after this year’s event, a beaming Mendoza The NBC show was hosted by talk said she wasn’t yet sure where show star and Spice her upcoming year of whirlwind Girl Melanie Brown and broadcast appearances would take her. But live to hundreds of millions of viewers after a quick stop in , in 170 countries. Contestants competed she’s looking forward to seeing her in three contests before a panel of family again and enjoying some of celebrity judges that included Donald her mom’s home cooking. Trump, Jr. and .

marisol’s corner

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TOP 10 St. Jude’s Honors Gloria Estefan Latin Songs Commitment to help local community recognized community, as well as the music and entertainment industry.

“It was truly wonderful to see the 1. Flex “Te quiero” Hispanic community of South Florida come together to support St. Jude,” 2. Maná “Si no te hubieras ido” said John P. Moses, chief executive officer for ALSAC, the fundraising 3. Vicente Fernandez “Para siempre” organization of St. Jude. 4. Dareyes de la Sierra “Hasta el día de hoy”

“Thanks to the supporters and sponsors 5. Daddy Yankee “Pose” of this gala, St. Jude is able to t. Jude Children’s Research provide hope for sick children and 6. Luis Fonsi “No me doy por vencido” Hospital®, the premier their families from all over the 7. Baby Boy “Ya no llores” pediatric cancer research world.” The Estefans joined other S center, celebrated its sixth top Latin artists and entertainers who 8. Los Temerarios “Si tú te vas” annual FedEx/St. Jude Angels & have supported the lifesaving Stars Gala by honoring Emilio and mission of St. Jude over the past few 9. Intocable “Tu adios no mata” Gloria Estefan for their commitment years, such as Antonio Banderas, to international healthcare, the local Luis Enrique and Carlos Ponce. 10. Enrique Ingesias “Donde estás corazón”

Latin Celebs Through the Years

Mexican singer Paulina Rubio’s When Juanes attended People en When Salma Hayek first started bangs, platinum-dyed hair, and Español’s 50 Most Beautiful acting as a soap opera star in dark eyebrows lend a ‘90s, Celebrities Gala five years ago, he Mexico, she completely embodied Madonna-like essence to her look. sported a baby-face and scruffy the look of the ‘80s. Today, the She looks even more beautiful skater-boy look. But from homeboy “Frida” star’s softer look enhances today, though, stripped down to a to handsome, the Colombian singer her natural beauty and sleek, more natural look. has a revamped slick look today. put-together style.

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quick facts: Hispanics & U.S.quick facts: Hispanics States The increase in Texas’ Hispanic population between July 97% of the population of Starr County, Texas 1, 2006, and July 1, 2007 was 308,000, which led all (home of Rio Grande City) is Hispanic as of 2006. states. California (268,000) and Florida (131,000) also Starr County led the nation counties with the recorded large increases highest representation of Hispanics

48% of the Hispanic population lives in Texas or California. California is home to 13.2 million Hispanics and Texas is home to 8.6 million

Los Angeles County, CA had the largest Hispanic 44% of New Mexico’s population is Hispanic. population (4.7 million) in 2006, followed by Harris County, This is the highest representation of Hispanics Texas, and Miami-Dade county, FL (1.5 million each) in any state in the U.S.

Source: “U.S. Hispanic Population Surpasses 45 million, Now 15 Percent of Total.” Census.gov. May 1, 2008.

bibliography bibliography • Retailer Targeting Hispanics in a Virtual Environment. By: Juan G. Tornoe. HispanicTrending.net. June 26, 2008.

• Minorities Dominate Use of New Media. By: Jack Loechner. MediaPost.com. May 28, 2008.

• Latino Celebs Tap Into Their “Inner M”. By: Stuart Elliott. NewYorkTimes.com. June 30, 2008.

• McDonald’s Increases Hispanic College Enrollment. HispanicPRWire.com. June 26, 2008.

• One Individual, Two Identities. HispanicTrending.net. June 24, 2008.

• Hispanic Culture Influencing Youth Fashion. LabelNetworks.com. July 10, 2008.

• Meet Gotham City Mayor Nestor Carbonell. By: Virginia Alvarado. NewYorkDailyNews.com. July 23, 2008.

• Miss Venezuela Crowned Miss Universe 2008. By: Della de Lafuente. MarketingyMedios.com. July 16, 2008.

• St. Jude’s Honors Gloria Estefan. HispanicPRWire.com. June 6, 2008.

• Billboard En Español Top 10 Latino Songs. BillboardenEspañol.com. July 7, 2008.

• Latin Celebrities Through the Years. PeopleenEspañol.com. July 16, 2008.

At iNSPIRE!, we are passionate about connecting with the Latino consumer. We redefine marketing to Latinos by going beyond language and knowledge of the culture to effectively meet our client’s marketing needs.

For more information on articles, or to add or delete a recipient from the list, please contact Marisol de la Fuente at [email protected]