The California Milk Processor Board, the organization behind the "Familia, amor y leche" ads (the meaning of which, incidentally, has always eluded me) is revamping their Spanish-language ad campaign. Reading this piece of news I am optimistic because they seem to be pulling the "Familia, amor y leche" theme and getting rid of the recurring (annoying stereotype) grandma character.
Other changes: Grupo Gallegos is handling the new campaign and plans to incorporate some humor into the ads:
The Hispanic-focus campaign changes Jan. 30 when the new commercials, created by Grupo Gallegos, begin to air on Spanish-language TV.
These will be about family, but in a new and exciting way,'' said Veronica Flores with RL Public Relations.
The difference? Milk now will be humorously portrayed in the 30-second spots Contortionist,'' Amazon Hair Goddess'' and Teeth Town'' as the wonder tonic that can help build muscle, grow hair and strengthen teeth enough to pick up babies or open cans of food, as Teeth Town'' portrays.
"We recognize that Hispanic audiences are increasingly sophisticated and that our advertising needs to keep up,'' said milk processor board chairman Steve James.
Actually, Hispanic audiences aren't "increasingly sophisticated". They've always been "sophisticated", whatever that means. If it means that they are now smart enough to know that "abuela", "familia" and all of the typical elements of Latino advertising are shortcut clichés and don't resonate with most Latinos, you're right.
I have confidence that Grupo Gallegos will deliver something more relevant. Stay tuned.
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Hello!
nice read :)
Bytheway, there is a link to my blog "Crazy Little World Of Mine". I just wanted to inform that the link has changed from abdul.beigetower.org to http://crazylittleworld.com
Changing the link would be very much appreciated.
P.S. I link to your blog too :)
Posted by: Abdul Mueid | January 25, 2006 at 07:06 PM
Also meant to say earlier that Muscle Milk is used by a lot of weight lifters and gym rats to build muscle.
Posted by: steven davies | July 22, 2007 at 06:56 AM