The Jordache Look Esta Caliente.

Legendary jeans maker Jordache has announced the launch of a new ad campaign targeting Latinos. The campaign, particularly focused on Mexican Americans in Western and Southwestern states, features five musically driven radio spots and an eye-catching commercial starring up-and-coming Venezuelan model Jennifer Rodriguez.

The campaign, which will air in 13 Markets beginning on April 5th, supports the test launch of an updated product line designed to better meet the tastes and needs of Hispanic consumers. The look combines classic tight fitting, low-rise jeans
and tops with plunging necklines and vibrant colors.

Michael Riego, Jordache’s senior VP of Marketing Communications, describes the new offering by saying, “The line isn’t dramatically different, just a little flashier and sexier.”

New York-based Hispanic advertising agency RodríguezMejer created the spots that will air for four weeks primarily on the Univision and Telemundo networks and local radio stations. The advertisements were produced in both Spanish and Spanglish (from the combination of Spanish and English) and are tracked with the Norteña, Banda and Latin Rock musical genres.

“The ‘Jordache Look’ is all about today’s Latina attitude — passionate, sexy and very confident,” says Alberto Rodriguez, Partner and Creative Director at RodríguezMejer. “We used both Spanish and Spanglish, as well as updated versions
of traditional musical genres, to make sure we’d speak to them in the way they speak and demonstrate that Jordache understands what they’re all about.”

The campaign also reflects the growing importance of the Hispanic consumer in Jordache’s markets. Wal-Mart, Jordache’s exclusive retailer in the United States, has identified the demographic as being key to its own success and designated over
1,000 locations as “Hispanic-traited” stores. Riego proposed the product concept after noticing that Jordache’s sales volumes are better at “Hispanic” stores than at general market Wal-Mart stores. The new look hits the scene at 172 locations starting in April.

Jordache is expected to expand distribution to hundreds more Wal-Mart stores, potentially leading to a significant new growth business for the company. Jordache believes that its typically youth-oriented product will scale up well in the
Hispanic market.

As Riego points out, “There’s really no such thing as age-inappropriate clothing among Latinas. You can dress little girls to their teenage sisters to their mothers with the same line.”