Blue Bunny names Pólvora Hispanic AOR.

Wells Enterprises, Inc. has selected Pólvora Advertising to assist in expanding its signature brand, Blue Bunny Ice Cream, to the US Hispanic market.

Cristina Bozas, chief creative director at Pólvora credits the team‚s insights of the Latina shopper and a keen understanding of how to introduce American brands to a Latino audience, without distorting the essence of the brand. “Brands don‚t have to be Latino to be relevant to the Hispanic market. They just have to approach them intelligently and with respect,” she said.

Wells, who will celebrate its centennial anniversary in 2013, is committed to expanding its marketing to the US Hispanic consumer. Kent McCuddin, director of marketing communications at Wells said that “Pólvora proved to be the right partner based on their expertise in positioning strong brands for the Hispanic market”.