Four marketers take home Hispanic Effies

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Kellogg's Special K may help women stay in shape, as the cereal's general-market campaign says, but a Latina wants to know her figure is admired.

And Procter & Gamble has found that there are no words to translate Pampers "waddle-free fit" into Spanish.

Cultural insights like these-and the creative twists that make them work in the Hispanic market-led to four Hispanic Effies for major marketers at this month's Effie awards, organized by the New York American Marketing Association.

Kellogg's "Ode to Hispanic Women," a Silver Effie winner, recognized that touting "shape management" wasn't quite enough for Latinas.

"The general-market campaign is about the satisfaction you get from looking good," said Laurence Klinger, senior VP-executive creative director at Publicis Groupe's Lapiz, Chicago. "We took a different approach: based on looking good, men, and other people, will admire you."

A TV and print campaign including a simple print ad with the potent, rhythmic phrase "La mujer Latina no camina, desfila" ("The Latin woman doesn't walk, she parades") helped boost Special K's sales to Hispanics by 78% for the first seven months of 2004, compared to the same period a year earlier.


Mr. Klinger says a new print ad breaking this month continues the tribute with the tagline "You won't know whether to buy more clothes, or more mirrors."

Procter & Gamble faced a different marketing challenge for Pampers. Rival Kimberly-Clark's Huggies brand enjoyed about double Pampers' declining market share among U.S. Hispanics, bolstered by Huggies' reputation in Mexico as an out-of-reach luxury brand that immigrants were delighted to find they could afford when they moved to the U.S. Plus Pampers' general-market campaign touting the "waddle-free fit" tested badly with Hispanics who didn't make the connection between duck-like waddling and a diaper that is 30% trimmer between the legs.

The solution: TV and print ads by Publicis Groupe's Conill, New York, brought a duck, a minor element in the general market campaign, to life as a real animal chased by a toddler.

Sales recovered so well that Pampers' Hispanic advertising was pulled for five months last year because supply couldn't keep up. Later, Conill's Hispanic work was adapted for the general market, said Allan Sneider, P&G's Pampers brand manager, U.S. Hispanic and Puerto Rico.

A Gold Effie went to InBev USA's Tecate and Lapiz. La Agencia de Orci, Los Angeles, picked up a Bronze Effie for an Allstate Insurance campaign.

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