New Hispanic Approach For TUMS

GlaxoSmithKline and their Hispanic Agency :30SEGUNDOS launched a new national Hispanic TUMS antacid campaign this month through TV, Radio, In-Store displays and Collateral.

“Our GSK client recognizes the value of targeting the Hispanic segment of their current and prospective customer base, both in-language and in-culture,” explains Marta Ferreira Pero, partner and co-founder of :30SEGUNDOS creative advertising. “Such a formidable portion of many brands in the US are already comprised of Hispanic consumers, that it makes good business sense to capitalize on it,” she adds.

The TV production technique itself is differentiating, using surprising graphic techniques to describe the competition, without naming them directly. “You have to stand out in the fog of advertising,” explains partner and co-founder Alex Ross, “and uniquely define your brand’s advantages. For TUMS, we chose to deliver our strategic message with amusing visual effects”.

The new Hispanic TUMS campaign takes a step towards a more direct brand differentiation strategy, as their general market partners at Arnold Worldwide have been doing with TUMS. “But we must be sensitive to inherent cultural differences,” says Patricia Ruggero, Account Planner/Director, “Since much of our target rejects overt competition in advertising and will tend to go with the underdog, we chose a more entertaining way to underline key product differences.”

“GSK has been visionary in deciding to commit to the Hispanic marketplace,” says Marta, “and we are planning on continuing to build these opportunities for both GSK as the US Hispanic market also continues to grow.”

“It’s wonderful to shoot an innovative storyboard where the creativity helps solve a strategic problem,” explained Director Chris Carballo, of Octane Films, “the end result is refreshing and will surprise the viewer.”