Target aims to deepen its relationship with Hispanic consumers through a new ad campaign launching on March 8. Called "Sin Traduccin," or "without translation," the push highlights Spanish terms and moments that have no direct English translation and are unique to Hispanic consumers.
For example, the first of two launch spots is named "Arrullo," which means "lullaby," and is often used to describe the right ambience and setting to put a baby to sleep. The second, called "Sobremesa," is about the period of time right after dinner in which family and friends linger at the dinner table to catch up or spend quality time together. "There will always be a part of you that simply doesn't translate," the ads point out.
"The Hispanic guest loves Target but we're always looking to connect on a deeper level," said Rick Gomez, senior VP, brand and category marketing at Target. "'Sin Traduccin' does exactly that. It's a way for Target to make a connection with our Hispanic guest on a deeper, more emotional level."
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