July 15th, 2009 - Allstate launches new Latino effort

Allstate has launched a new marketing campaign targeting Hispanic consumers. Two Spanish-language television spots – “Cobbler” and “Toothpaste” – are already airing nationally. The initiative also includes radio, online, product integration and Allstate’s third year as sponsor of the Mexican national soccer team. Developed by Hispanic agency of record Lápiz, the latest campaign addresses the tough economic challenges facing consumers. Specifically, the two new television commercials put the focus on the resourcefulness of today’s Latino consumer and their desire to get the best value out of their purchases.

“Our involvement within the Hispanic community is not a trend – it is part of our culture – and we are here to provide peace of mind for consumers during these tough economic times,” explains Georgina Flores, senior marketing manager at Allstate. 

In addition to a highly active Hispanic marketing effort, Allstate provides interactive online tools, quote estimates and agent locators to Spanish-speakers at www.miallstate.com.

Another site – www.proteccioneslajugada.com – ties in to Allstate’s sponsorship of the Mexican national soccer team by offering visitors the chance to design their own soccer balls, view behind-the-scenes footage from recent television commercials and create unique soccer chants.

___________________________________________________________

Originally published in the June 23, 2009 edition of Hispanic Market Weekly.

« Previous Next »