ENGLEWOOD CLIFFS, NJ: Unilever has launched ViveMejor, a multimedia marketing initiative that targets the Hispanic community.
The campaign includes ViveMejor magazine, distributed for free at grocery stores and online at www.vivemejor.com, grassroots events, and two sub-platforms focusing on beauty and food - Pasa Las Belleza (Spread the Beauty) and Desafio del Sabor (The Flavor Challenge). Television segments created for these sub-platforms, featuring celebrity stylists and a chef, will appear on the popular Spanish morning show Despierta America (Wake Up America). The campaign will also rely on sweepstakes to encourage interactivity and engagement with Unilever brands.
The brands involved in these efforts include Dove, Suave, and Lipton.
"Given the ever-changing media landscape, this program is unique in that word-of-mouth is the key driving tactic for the promotion of ViveMejor and its sub-platforms," said Ivette Alvarez Santoro, Unilever US senior brand manager of multicultural marketing, via email. "The idea is to offer simple, yet relevant tips on everything [the Hispanic mother] is looking for... with the idea that she will share what she has learned with her close family and friends."
Research conducted by Unilever in New York, Los Angeles, Houston, and Miami inspired The ViveMejor (Live Better) campaign. The research found that Hispanic women are more likely to make large shopping trips rather than "quick trips" to the market, plan for meals, and be aware of advertised specials than the general population. The research also found that Hispanic shoppers are more open to recipes and tips delivered in Spanish. ViveMejor magazine contains bilingual editorial content.
The Edelman Multicultural practice will be handling the PR activities for the ViveMejor initiative. The firm has worked with Unilever's personal care business since 2003 and won the food business this year.