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    Wrigley Revamps Hispanic Marketing Efforts

    The Bravo Group will handle creative and promotional efforts in the United States.

    The Wm. Wrigley Jr. Co. has selected The Bravo Group, a Young & Rubicam Brands company, to help with Hispanic creative and promotional marketing efforts in the United States.

    The selection of Bravo comes after a decision to consolidate all U.S. Hispanic creative and promotional marketing initiatives for the Wrigley brands and the new confectionery brands recently acquired from Kraft.

    "The Hispanic marketplace is expanding daily and plays a significant role in the gum and candy business," said Paul Chibe, senior marketing director for Wrigley. "We believe with the assistance of The Bravo Group, Hispanic consumers will make more meaningful connections with all brands included in our new, larger confectionery footprint. This is an important step in our effort to develop a comprehensive multicultural strategy."

    Also included in the review process that began in July 2006 was Lapiz Integrated Hispanic Marketing, Wrigley's previous Hispanic marketing agency of record. "We would like to thank Lapiz for their valuable contributions," said Chibe. "During the past five years they have delivered excellent creative and increased our understanding of the Latino consumer."

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