Pernod
Ricard launches Hispanic job education initiative
Nicole Zerillo March 14, 2008
PURCHASE, NY: Pernod Ricard, through its lead
brands Chivas Regal Scotch, Stolichnaya Vodka, and Malibu Rum,
is sponsoring a Hispanic community-based cause initiative, Espiritu
de Progreso Latino, to provide job training and other skill-set
programs for Hispanics, through nonprofit organizations in New
York and Los Angeles.
Launched January 15, Espiritu Latino de Progreso
seeks to differentiate itself from the usual, high-profile cause
initiatives, and instead focus on the untapped market of Hispanics,
who would probably not be targeted by more traditional efforts.
Pernod's intended demographic is lower to middle
income Hispanics, who “need a boost on the professional
ladder” and are a decided consumer base, said Bill Cherrie,
VP of multicultural marketing for Pernod Ricard.
Cherrie added: “While campaigns like
cancer and education have already been branded, we wanted to promote
a cause that's generally overlooked, in an effort to be known
in the communities as much for our product as our purpose.”
Pernod Ricard hired Santiago Solutions Group
(SSG) to provide research and marketing services for the campaign.
Carlos Santiago, SSG president and CEO, said,
“So many causes support the elite of the community, this
initiative was created to provide opportunities for the average
person, interested in advancing in whatever field they are currently
pursuing.”
Also, the campaign seeks to shift the general
opinion about Hispanics in the media, to draw attention to what
Hispanics have achieved through a digital platform.
The bilingual, interactive site, which can
only be accessed by those 21-years-old and over, espiritudeprogresolatino.org,
seeks to create a “mosaic,” where users can describe
experiences and upload photographs that align with the “the
Latin Spirit of Progress.”
“The digital campaign is intended to
start a movement, draw national attention,” said Santiago.
No benchmark for the campaign has been set, but plans for future
expansion have already begun with a third possible nonprofit hub
opening in Texas, in addition to more Web site components, such
as viral videos and mobile texting.
From the March 17, 2008 Issue of PRWeek
