AARP’s new brand campaign looking for multi-generational Hispanic audience

In an innovative effort to increase brand awareness among U.S. Hispanics, the iconic 50+ giant AARP has launched a new, multi-generational and upbeat Spanish-language brand campaign, a national 360° multi-channel approach under the umbrella message: “Dedicarte a ti es hacer más por tu familia” (Doing more for yourself helps you do more for your family).

The new brand campaign, created by d expósito & Partners, updates AARP’s tagline from “Posibilidades a tu alcance” to “Juntos es posible” (Together it is possible). The campaign includes 30-second TV spots, online video content, print ads, radio spots, web/mobile, display ads, event activation, and a campaign micro-site, Soyaarp.org. It uses catchy music from well-known Latino tunes culturally-relevant to a wide range of Hispanic audiences.

“Hispanics are looking for a trusted ally to help them turn their goals and dreams into real possibilities, and that’s where AARP’s uplifting message can help them and their families,” said Yvette Peña, Vice President of Multicultural Leadership Hispanic/Latino Audience Strategy at AARP. “This is an opportunity to show the Hispanic community how AARP is focused on enhancing Hispanic’s lives with positive thinking and optimism, in the areas that matter to them: Salud, Dinero y Amor (health, money and love).”

Peña also spoke of the tagline “Juntos es posible” (Together it is possible): “The refreshed approach aims to further build relevance with Hispanics who, as a group, feel a strong sense of community,” “This tagline helps deliver on AARP’s brand promise, encompassing how with AARP’s offerings people can achieve more than if doing the same alone,” concluded Peña.

 

 

To learn more, you can visit: www.soyaarp.org.

For more information about the 50+ segment, read the article: Latinos 50+:  Experiencing a Shift in Mindset and Priorities, by Louis Maldonado. CLICK HERE.