Hostess ‘Con Sabor Latino’.

Casanova Pendrill announced the launch of an integrated Hispanic campaign for its client, Interstate Bakeries Corporation and its new Hostess brand product line. The new product line, dubbed “Las Delicias de Hostess,” was developed specifically for the U.S. Hispanic market. The campaign will launch the week of August 15, 2005 in Phoenix, Dallas and San Diego and will be accompanied by experiential marketing and PR programs.

Hostess will be expanding their varieties and flavors under this new product line for the Hispanic market. The new flavors and products were the result of a comprehensive product development process at IBC, supported by Casanova Pendrill. Las Delicias de Hostess will consist of 10 new flavor and product variations, including strawberry, pineapple and dulce de leche cupcakes; pineapple coconut, strawberry coconut, and chocolate-covered coconut cakes with cream filling; pecan pound cake; raisin pound cake; plain pound cake, and conchas (Mexican sweet bread).

Casanova Pendrill will launch an integrated communications program that will include Television and Out-of-home advertising, Experiential Marketing and Public Relations.

“Hostess is truly demonstrating a desire to do things right by developing and delivering the right flavor combinations, the right products and the right communication to this crucial demographic segment,” explains Dan Nance, President and CEO of Casanova Pendrill. “We are excited to be a part of this launch.”

The Television commercial titled “Football,” is a humorous spot based on the premise that Hispanic children are growing up in a cross-cultural society and as a result may be missing some of the traditions their parents may have had. The commercial depicts a Hispanic father setting up his son for a game of soccer. The son catches the soccer ball in his arms and runs through the father with ball under his arm, as if it were American football. The spot ends with the son’s celebratory dance after spiking the soccer ball on the porch of his house in front of his perplexed mother. Copy and announcer state “…give your kids more Latin flavor… give them Las Delicias de Hostess.” …the flavor we all have/carry inside”.

“Hostess understands the value of a good idea, an idea based on insights, on the consumer’s daily lives and battles-like the daily challenge we all face of keeping the true “Latin-ness” of our kids in this country. With that, plus wit and humor, you have a much better chance of getting your message heard and your brand accepted,” explains Elias Weinstock, VP Creative Director for Casanova Pendrill.

The experiential marketing component includes a 3-city tour allowing Hispanic families to sample the variety of product flavors sure to please the Hispanic palate. The tour will make stops both at retail locations and large musical events, where Las Delicias samples and premiums will be distributed and Latino music will be pumped out from brightly colored Hostess-branded trucks. Tour runs 4 weeks from September 3 to September 18. The consumer PR program will be handled by sister agency and Hispanic PR specialists, Axis.

“As IBC’s first fully integrated Hispanic initiative we are very proud of the work from our team at Casanova Pendrill. This program could not have come together without their strategic guidance and creative know-how,” explains Hostess® Marketing Manager, Kevin Kaul.

Las Delicias de Hostess is currently available in Phoenix, Dallas and San Diego, at key supermarkets, grocery, and convenience stores.

To view commercial CLICK below:

https://hispanicad.combanners2/uploadfiles/Football30.mov