Unilever Launches Major Hispanic-Aimed Marketing Program

ViveMejor Brings Together All Food, Personal-Care Brands

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BATAVIA, Ohio (AdAge.com) -- Unilever today launched ViveMejor, a major digital, print, TV and retail Hispanic marketing program. This marks the first time the giant marketer has brought all of its food and personal-care brands together in a single marketing platform for Hispanic consumers.

Edelman handles publicity
ViveMejor, created by Mass Hispanic Marketing, Miami, includes a bilingual website (ViveMejor.com), a free bilingual magazine distributed in stores, and TV segments to run on Spanish-language television. Embedded video of the TV segments also will run on ViveMejor.com. The Hispanic division of public-relations firm Edelman is handling publicity for the program.

The TV segments are five-minute integrated branded vignettes running within Univision's morning program "Despierta America" ("Wake Up America") and were jointly developed by Mass Hispanic and Edelman Multicultural. Media8, Miami, developed the VivaMejor website.

The effort follows a first-of-its-kind study of Hispanic shopping behavior Unilever conducted last year looking at 3,600 shopping trips by more than 800 consumers. The research found Hispanic shoppers, among other things, shop more often because they prepare more meals at home, but they enjoy their shopping experiences less than general-market shoppers.

Prefer Spanish
The study also found Hispanic shoppers generally appreciate being communicated with in Spanish in stores, and are more receptive to in-store meal suggestions and recipes than the general population. That led to ViveMejor magazine being distributed in stores, Unilever said.

The website backs both food and personal-care brands, including Dove, Lipton, Knorr and Suave. It features fashion and beauty advice, recipes and a community section where women can share advice in both areas. In its "Pasa La Belleza" section, for example, the site offers style and beauty advice in videos featuring Venezuelan makeup artist Fernando Navarro.

The effort marks a continued increase in support for Hispanic marketing for Unilever, which last year boosted ad spending by 47%, and expects to increase spending again behind ViveMejor.

Unilever still, however, ranks well behind its biggest U.S. rival, Procter & Gamble Co., in spending on Hispanic media. P&G launched a similar multibrand in-store magazine and online program for Hispanics in the late 1990s with "Avanzando con Tu Familia" ("Advancing With Your Family") and Avanzando.com. Unilever spent $38.4 million last year on Hispanic magazines and Spanish-language TV, according to TNS Media Intelligence, compared to $144.9 million for P&G.
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