Hershey has signed a "multi-year partnership" contract with crossover Mexican singer Thalía in an effort to appeal more to the Hispanic market. According to articles published in terra.com and in hersheys.com, Hershey will launch Kisses filled with caramel and a additional line of products that will have the name of Thalía that will help reinforce Hershey's presense in the Latino market.
I wonder if only celebrities that have made the crossover to the US market will only be the ones selected by American companies to promote their products.
What do you think is more appealing, a crossover Latino artist or a Hispanic American artist (like J.LO)?
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Other sources: www.thalia.com
Comments
I actually feel that neither of the two options will prove successful in the launch. Primarily because for the Latino community in the US, J. LO is not considered exactly a "real" latina and definitely Cameron Diaz isnt one either. There are serious Latino artists that are more respected and would make us feel better represented and included. Like Marc Anthony for example; Thalia is not a bad choice either, or Mana, Juanes...there are a million more. Furthermore, if what you want is to broaden your market, like any company trying to make money wants, just keep in mind certain things when dealing with the Latino culture: 1. not all latinos come from the same place, we do not have definite features or believes so finding someone that looks like a "Latino" is not exactly a realistic goal..because what does a Latino look like? (i am a 21 year old Graphic Designer, 5'6" 120lb, light skin Dominican with naturally blonde hair and green eyes) both of my parents are latino and i was brought up in a couple of different Latin-American countries. That in mind, i feel that for a younger "Americanized" latino audience yes a crossover celebrity will work well, but keep in mind that moves like that can exclude a large part of the demographics-Wich includes central and south america. I know for a fact that lots of your products are quite popular in those parts of the globe. Personally, I feel that a crossover Latino artists that is still actively involved with the Latino market will meet your needs and exceed your expectations.
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