Marketers know that targeting Hispanics is no easy task. More products everyday modify a small portion of their copy to Spanish to create a feeling of familiarity to appeal to us, but besides translation "interesting" graphic "styles" are converting everything into a FIESTA.
When I saw the package of Fiesta Fruity Pebbles from Post featuring The Flinstones in a Fiesta environment I smiled and laughed a little at first and two seconds later I felt confused and asked myself why are all products targeted to Hispanics themed as a party? .- Is it that companies think all we do is party? I know the "Fiesta theme" comes from Mexico, and that 65% of Hispanics are Mexican, good number to target to, but what happens to the other 35%?
Other products that are in the market right now using the Fiesta theme are; Dora the Explorer, Fiestaware, Fiesta Seasonings, Casa Fiesta packaged foods, Leap Pad with its "Fiesta in the House" book among many others.
What do you think?
Comments
In retrospect, the Fiesta theme is an easy idea to come up with if you are not hispanic. Most of these marketers are not hispanic or of hispanic origin. They are taking the easy way out. They are preparing a marketing campaign geared to Hispanics however under the approval of those who are not hispanic. So who is at blame?
I am not blaming anyone. I think it is smart to appeal to both Hispanic and American markets at the same time, that is the ideal, but in the process we will see a lot more Fiesta products.
I would like to add Fanta on to the list of Fiesta products. My youthful pride of the old Fanta brand and image has now turned into complete disenchantment. In hopes of reaching out to a wider nonLatino market the essence of this and other Latino products are diluted. Maybe there should be a greater emphasis of attracting our own large Latino market within the US. As oppose to altering Fanta into the carbonated step child of Skittles.
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