La Agencia to Create Just for Men Hispanic Ads

LOS ANGELES La Agencia de Orci & Asociados has been tapped to create Combe’s first U.S. Hispanic ad campaign, the agency said.

The work includes the launch of a shade of Just For Men Haircolor that is targeted at U.S. Latino consumers. The 30-second spot is expected to break this fall. Spending for the effort is estimated at $5 million. Other media and public relations may also be part of the mix.

The Los Angeles shop has been working with White Plains, N.Y.-based Combe since the beginning of the year. La Agencia was initially charged with consulting on positioning and strategy for Just for Men, as well as media planning and reviewing future creative for the product. The shop won the consulting assignment following a review of undisclosed agencies, said Jaime Ramirez, shop vp and director of client services.

The creative assignment follows research conducted through focus groups in New York and Los Angeles, which found that Latin males use a grooming product like hair color for slightly different reasons than general-market consumers. While both groups change their appearance to feel better about themselves, Latin consumers seek validation from their immediate family and friends, and general-market consumers are motivated by “getting the job or getting the girl,” said Ramirez.

“This is something you would typically not consider when [creating] advertising for Hispanics,” said Ramirez. “Combe as a company is very much ahead of the pack in looking for new niches and new opportunities.”

Combe has begun distributing the Hispanic shade, Castano Negro Oscuro (darkest brown-black), in Spanish-language packaging. The product will be carried in mass retail, drug and grocery stores, including Albertsons, Kmart, Longs, Publix, Ralphs, Safeway and Walgreens.