Unilever Brands Get Hispanic Push
Unilever this week launched ViveMejor, an umbrella Hispanic campaign that serves a slate of nine food and personal-care brands ranging from Dove and Suave to Hellmann’s and Ragu.
This is the first time Unilever has created a single Hispanic marketing platform for several brands.
ViveMejor has in-store and online elements, as well as TV and print advertising. A bilingual magazine will be given away in stores, according to news reports. A bilingual Web site, ViveMejor.com, carries recipes, tips on beauty and fashion, and a “Share your Secrets” section where women can post their own advice for each other.
On TV, five-minute vignettes with branded content reportedly will air on Univision’s morning variety show, “Despierta America” (“Wake Up, America”). The segments also will appear on ViveMejor.com.
The nine brands taking part in ViveMejor are Knorr, Lipton, Ragu, Hellmann’s, Wish-Bone, Skippy, Dove, Suave and Caress. Mass Promotions handles the marketing program; Edelman handles PR and helps create some content.
ViveMejor’s Web site has links to brands’ own sites, which host promotions. Soup mix Knorr, for example, is running a sweepstakes on its site, Knorrsabor.com, with a grand prize of dinner for nine, prepared in the winner’s home by a Knorr chef. There’s also a link to Unilever’s multi-brand cooking contest, Desafio del Sabor, with a top prize of $25,000 (PROMO Xtra, April 1, 2006). Mass handles that campaign, too.
Meanwhile, a Dove sweepstakes on Unilever’s Latina-targeted beauty site, PasaLaBelleza.com, offers a grand-prize package that includes a visit at home and lunch with stylist Leonardo Rocco, a makeover, and a basket of Dove products.
That site also carries information about “beauty parties” sponsored by Dove, Caress and Suave in six cities (Chicago, Miami, Austin, San Antonio, San Diego and Los Angeles).
