Hot Pockets, Dr Pepper Win Over Bicultural Youth

Brands Find Success in Elusive Market With Creative Campaigns

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NEW YORK ( -- Marketers tapped their multicultural agencies for growth during a tough year. Ad Age's Multicultural Agency of the Year will be announced Jan. 25. In the meantime, here are a few campaigns from this year's entries that resonated with young bicultural Hispanics, an elusive but growing target for marketers.

KEEP AWAY FROM THE LEFTOVERS: Hot Pockets ads warned consumers to eat what they really want.
KEEP AWAY FROM THE LEFTOVERS: Hot Pockets ads warned consumers to eat what they really want.
Nestlé's Hot Pockets has to sell a frozen hand-held product to young Hispanics who grew up in a culture full of good food, associated with love and family as well as nourishment. Casanova Pendrill seized on the flip side of that abundance: less-appetizing leftovers. The campaign's Spanglish theme "Cuidado con los leftovers" exaggerated the problem of leftovers by creating a fictitious horror movie with a viral video in the form of a movie trailer and posters depicting a hungry but unsuspecting young couple pursued by scary leftovers like a rampaging three-day-old chicken. The message is "Eat what you really want. Hot Pockets."

Nestlé picked Sacramento as the campaign's test market, leading up to a pre-Halloween comedy-club performance by a Hispanic comedian hired to develop a routine about food, scary leftovers and young Hispanic males. "Cuidado con los leftovers" rolls out in more cities in 2010.

Taking a different approach, Lopez Negrete Communications, the go-to Hispanic shop for major marketers such as Walmart and Bank of America, boosted Dr Pepper's U.S. Hispanic sales 9.5% by creating a hit song LaLaLaLife/Vida23, music video and traveling Dr Pepper club experience, boosted by a web component and mix panel that let teenagers remix the catchy song to share with friends.

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