Diageo’s New Hispanic Strategy Includes Big Buy on Univision
on 25/07/11 at 5:48 pmIndustry
Seeking to boost Hispanic consumption, liquor giant Diageo is turning to TV, making a major upfront buy on Univision Communication’s Galavision cable network as well as on every owned and operated Univision station.
The year-long deal represents the first time a liquor company has bought upfront time — the period in which marketers buy up available commercial inventory from networks before the fall season — on every Univision station, Univision told Ad Age. The piecemeal purchase was necessary because Univision does not accept national liquor buys on the network.
“This is groundbreaking from the sense of scale and number of stations and markets they are buying,” said David Lawenda, Univision’s president of ad sales and marketing.
It’s also a big step for Diageo, which has historically targeted Hispanics with on-premise events and experiential marketing, along with some smaller TV buys. But like other alcohol companies, Diageo is boosting its outreach in search of a bigger piece of the demographic, which is expected to account for 23% of drinking age-adults by 2030, up from 16% last year.
Ads will begin airing this week, starting with a new spot for Ketel One vodka, Diageo said. Other brands will go on air in the coming weeks. “The buy for us is very significant,” said Marc Strachan, VP-multicultural marketing for Diageo USA. “From the standpoint of where we were and where we’re going, it’s about a 3,000% increase in terms of the actual dollars that we are spending in this marketplace.”