Raul Brindis takes the Spotlight with Reliant Energy’s Hispanic ad campaign.

Reliant Energy announced the launch of a new, Spanish-language advertising campaign featuring Texas’ No. 1 morning radio talk show celebrity and Reliant Energy customer Raul Brindis. The campaign highlights Brindis’ endorsement of Reliant Energy and its products and services in a Hispanic-relevant television show format — a departure from the brand-focused advertising typical of Reliant’s past Hispanic advertising campaigns.

The spots replicate a television variety show similar to Sabado Gigante, made popular in the United States and in Latin America by Don Francisco, and now the world’s longest running variety show in television history. The role of host is played by Brindis, with game show hostess “Lola-Lola,” complete with glittering gown and rotating stage. Supporting Brindis and Lola-Lola are backup singers, “the Lolaettes,” debuting a Reliant jingle that urges customers to call 1-866-RELIANT to sign up for the electricity pricing plans that best meet their needs.

“Our strategy of using in-culture advertising rather than simply in- language advertising demonstrates our commitment to serving the Hispanic
community,” said Gregg Hollenberg, vice president, Reliant Energy. “The television variety-show format is familiar and highly relevant to our
Spanish- speaking customers — and by using it, we send a strong message that we want to be their first choice among electricity retailers.”

The commercials highlight Reliant Energy’s dedication to its Hispanic customers by using a celebrity with which customers can identify and trust.
Brindis is a veteran of the Spanish-language radio industry. According to Arbitron, Brindis is the No. 1 Spanish-language radio show in Texas and
boasts more than 450,000 listeners weekly in Houston alone.

The integrated marketing strategy includes radio commercials, billboards and print ads featuring Brindis and Lola-Lola in the same manner as the television campaign. The new campaign started airing in September in the Houston, Dallas-Fort Worth, Corpus Christi, the Lower Rio Grande Valley and Laredo markets.