Dexatrim @ Viva Partnership.

Chattem, Inc., the makers of Dexatrim wanted to know announced that Viva Partnership will handle their US Hispanic effort.

Rubenesque. Pleasantly “rellena” or slightly overweight, Latino women often seem comfortable carrying extra pounds. The significantly overweight or obese are often resigned and accept the rounding of their bodies as traditional. So how do you promote weight-loss and weight control products to full-figured muyeres?

Traditional “macho” attitudes of a number of Hispanic cultures added to the challenge. Gonzalez points out that many Hispanic men dislike the idea of their women looking too svelte or trim. Hispanic men traditionally expect their wives to place family above self. They do not want their wives focusing much time on improving their looks. This is especially true in Mexican segments of the Hispanic market. Hispanics residing in the first test markets for the campaign , Houston, Phoenix, San Antonio and Dallas are predominately Mexican, so it was clear that a marketing program centered on the promise of “thin and thinner” would be the least effective approach.

“Hispanic women do have a tradition of placing their families first,” says Gonzalez. “There’s a tendency to place self-interest in the background. We knew that even thought many US Hispanic women have a problem with weight and appetite control, and may be struggling for a solution, messages about getting thinner might not resonate fully. We focused instead on aspirations to improve health and the overall quality of life, not just on improving the figure. We position Dexatrim as a natural way to feel better overall by shedding extra pounds; an easier way to find more energy and vitality to devote to the family. With more energy and vitality, a woman can become an even better wife and mother. This translates to an enhanced quality of life for everyone, eliminating cultural conflicts. Looking trimmer and fitting into nicer clothing is a positive by-product of a larger, more acceptable goal.”

Dexatrim’s mass media US Hispanic campaign, encompassing television and radio, and is set to launch in Houston, Dallas, San Antonio and Phoenix in spring 2004. Viva is responsible for all creative, and will also handle all media buys from the new Viva Media office in San Antonio.