Ethnic Marketing

This cooler display made by Paul Flum Ideas Inc., St. Louis, targets the Hispanic and African American market and was designed for inner city c-stores.

Kraft Foods doubled retail participation with this display that was designed for Black History Month and featured African American athletes.

Ethnic marketing is rife with challenges and opportunities for brand marketers who understand their audience.

Pop star Ricky Martin was used in media ads and P-O-P to reach the Hispanic market and convey a youthful image.

Designed by Everbrite Inc., Greenfield. Wis., this sign was made to attract Hispanic consumers in on-premise locations.

This display by KCS Industries Inc., Hartland, Wis., was designed to speak to the pride and heritage of Hispanic consumers.

Market research has shown that Hispanic consumers are more likely to dine in McDonald's restaurants, making bilingual P-O-P essential to the company's in-store merchandising.

This Kraft holiday display promoted a special offer in both English and Spanish that allowed consumers to redeem proofs-of-purchase for a cassette of Spanish Christmas songs. The voice chip was produced by DUCO Technologies, Henderson, Nev.

Targeted for the gay market, this sign rotates on a center axis, creating visual interest. Motion and reflectivity work to convey a retro feel, reminiscent of the disco era.

The goal was to improve sales of every Motorola product being offered in Mexico while unifying the brand's image. The equipment is highly visible because it is lighted from the top with slim lamps. The clouds in the background are also backlit.

   The display's background is a cool metallic blue-green to highlight the brand's signature packaging and logo color. Deep blue water droplets and a serene woman's face visually reinforce the message of better comfort and vision. The headline reads "You Deserve the Best, Ask About Biomedics."