Multicultural & Lifestyle Segments

Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.   



Live and Learn Hispanic

Luvs made some Hispanic moms happy by effectively using advertising to communicate a message they liked: "great performance for less". Great Hispanic consumer response helped Luvs surpass goals on share and increase trial and awareness.

Brand: Luvs Hispanic
Client: Procter & Gamble
Agency: Leo Burnett USA

Sabor A Todo Volumen

In a well developed, Hispanics represent an underdeveloped niche for Doritos. This campaign focused on making Dorito's bold flavors relevant to a young adult, hip, Hispanic target, with the positioning "Sabor A Todo Volumen" or "Loud Flavor". The campaign achieved an incremental growth of 32%, tripling the objective of 10%.

Brand: Doritos
Client: Frito-Lay, Inc.
Agency: Dieste Harmel & Partners

Miami Sin/Con Pepsi

To turn the tide in Miami, Pepsi launched a local Hispanic campaign targeted at Cuban teens and young adults. The campaign developed a positive image for Pepsi by relating the brand to a cool, hip lifestyle in Miami, presented by two popular television personalities The goal of holding market share and improving Pepsi's image in the face of an onslaught by Coca-Cola was exceeded.

Brand: Pepsi-Cola
Client: PepsiCo
Agency: Dieste Harmel & Partners

2019_us_2019_e-3515-016_hero_1 Ad Council No One Gets a Diploma Alone
2019_us_2019_e-4225-375_hero_1 McDonald's World Cup
2019_us_2019_e-4246-108_hero_1 Xfinity Unexpected Experts

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