from The Adam R Jacobson Multicultural Consultancy
The June 29 launch of P&G brand Old Spice’s latest campaign — Smell ‘Em Who’s Boss — is simply insulting to multicultural advertising and marketing professionals. The spots are stupid, and show no insight into why Latino millennials would respond and purchase the product.
Total U.S. Hispanic advertising dollars from CPGs/Retailers in 2014 were $2 billion–up from $1.2 billion in 2010. The 67% jump means that the U.S. Hispanic market now attracts 10.7% of total U.S. ad expenditures from CPGs/Retailers– a meteoric rise from the 5.4% seen in 2008.
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