Lactaid Milk Amplifies Hispanic Marketing Efforts with "Surround-Sound" Advertising Campaign

Strategic Insights -

In an effort to strengthen its connection with consumers, Lactaid Milk, a brand of McNeil Nutritionals, Division of McNeil-PPC, Inc., is expanding its Hispanic marketing initiatives by partnering with La Agencia de Orci as its Hispanic agency of record. The agency will execute a comprehensive Spanish-language advertising campaign, including TV, radio, and magazine ads, which is scheduled to launch in the first quarter of 2004 and run throughout the year. The campaign aims to address the common condition of lactose intolerance among Hispanics, educating consumers about the importance of milk and providing a solution through Lactaid Milk, which contains a natural enzyme that breaks down lactose.

Key Takeaways:

  • Lactaid Milk has partnered with La Agencia de Orci to launch a "surround-sound" Spanish-language advertising campaign targeting Hispanic consumers.
  • The campaign will include TV, radio, and magazine ads, scheduled to break in the first quarter of 2004 and run throughout the year.
  • Lactaid Milk contains a natural enzyme that helps break down lactose, making it a solution for people who experience discomfort when digesting dairy.
  • An estimated 50% of Latinos experience discomfort when digesting dairy, compared to 15% of non-Hispanic Whites.
  • Lactaid Milk is the leading brand among Hispanics in the lactose-reduced and lactose-free milk category.
  • The new campaign will target Latino moms, who are key purchase decision makers, and Hispanic women represent 70% of lactose intolerant Latinos.
  • The Lactaid Milk advertising, marketing, and promotional efforts will address the challenge of raising awareness about lactose intolerance and providing a solution to consumers who don't know they are lactose intolerant.
  • In 2003, Lactaid Milk educated 30 million Hispanic consumers about lactose intolerance and provided them with a solution to their discomfort.
  • The brand has increased total brand awareness by 49% and category awareness by 22% through its recent Hispanic marketing efforts.
  • Lactaid Milk is a 100% lactose-free milk that tastes delicious, is farm-fresh, and rich in calcium and a good source of high-quality protein and vitamins A and D.

Statistics:

  • 50% of Latinos experience discomfort when digesting dairy, compared to 15% of non-Hispanic Whites (Lactaid Milk).
  • Hispanic women represent 70% of lactose intolerant Latinos (Lactaid Milk).
  • In 2003, Lactaid Milk educated 30 million Hispanic consumers about lactose intolerance (Lactaid Milk).
  • Lactaid Milk increased total brand awareness by 49% and category awareness by 22% through its recent Hispanic marketing efforts (Lactaid Milk).
  • La Agencia de Orci generated $100 million in billings from U.S. Hispanic marketing campaigns in 2003 for major national brands (La Agencia).
  • Lactaid Milk contains 60% of the daily value of calcium in just two 8-ounce glasses (Lactaid Milk).

Sources:

  • Lactaid Milk, Press Release, "Lactaid Milk Amplifies Hispanic Marketing Efforts with 'Surround-Sound' Advertising Campaign"
  • La Agencia de Orci, "About La Agencia"
  • Lactaid Milk, "About LACTAID Milk"
  • McNeil Nutritionals, "About McNeil Nutritionals"