PURCHASE, NY: Pernod Ricard, through its lead brands Chivas Regal Scotch, Stolichnaya Vodka, and Malibu Rum, is sponsoring a Hispanic community-based cause initiative, Espiritu de Progreso Latino, to provide job training and other skill-set programs for Hispanics, through nonprofit organizations in New York and Los Angeles.
Launched January 15, Espiritu Latino de Progreso seeks to differentiate itself from the usual, high-profile cause initiatives, and instead focus on the untapped market of Hispanics, who would probably not be targeted by more traditional efforts.
Pernod's intended demographic is lower to middle income Hispanics, who “need a boost on the professional ladder” and are a decided consumer base, said Bill Cherrie, VP of multicultural marketing for Pernod Ricard.
Cherrie added: “While campaigns like cancer and education have already been branded, we wanted to promote a cause that's generally overlooked, in an effort to be known in the communities as much for our product as our purpose.”
Pernod Ricard hired Santiago Solutions Group (SSG) to provide research and marketing services for the campaign.
Carlos Santiago, SSG president and CEO, said, “So many causes support the elite of the community, this initiative was created to provide opportunities for the average person, interested in advancing in whatever field they are currently pursuing.”
Also, the campaign seeks to shift the general opinion about Hispanics in the media, to draw attention to what Hispanics have achieved through a digital platform.
The bilingual, interactive site, which can only be accessed by those 21-years-old and over, espiritudeprogresolatino.org, seeks to create a “mosaic,” where users can describe experiences and upload photographs that align with the “the Latin Spirit of Progress.”
“The digital campaign is intended to start a movement, draw national attention,” said Santiago. No benchmark for the campaign has been set, but plans for future expansion have already begun with a third possible nonprofit hub opening in Texas, in addition to more Web site components, such as viral videos and mobile texting.