Companies that want to target Hispanic consumers need to understand the culture and implications behind it. One company that successfully managed to embrace the essence of the Hispanic Culture was Dr. Pepper. According to AdAge.com, Dr. Pepper launched their first Hispanic campaign in 2005. Dr. Pepper’s goal was to create a campaign with concepts that would work with both acculturated Hispanics who grew up drinking Dr. Pepper, and recent immigrants for whom it’s essentially a new product. The company created an ad with the use of code-switching between English and Spanish, and emphasized a word that could be translated in two languages, which is “inconfundible” and “unmistakeable”.
The advertisement that I chose is an ad that was used for Dr.
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The survey studied seven Hispanics and their background in areas such as language, culture, music, and finally, their opinions of Dr. Pepper’s ad. Although two of the participants had several ethnicities, they considered themselves Hispanic because they grew up in Latin America. Another important trait about the participants is that all of the participants were Hispanics that have lived for North America in a span of 2 to 4 years. In addition, all of the participants were fluent in Spanish and English. When asked about their use of Spanglish, 42.86% of the participants used Spanglish frequently in their vocabulary, 14.29% didn’t used Spanglish and 28.57% barely used it. Another interesting finding is that 42.86% of the participants felt more comfortable speaking English than Spanish, 28.57% felt more comfortable speaking Spanish than English, and 28.57% felt comfortable speaking both languages.
Other than their language backgrounds and preferences, I wanted to know about their music preferences because this is an important aspect of any marketing campaign. Even though all of the participants have lived in North America for a short span of time, 57.14% listen to more music in English than Spanish, and 42.86% listened to both English and Spanish music equally. What I found really interesting is that 0% of the participants chose a preference for Spanish music, which could be an assumption for