Bud Regionalizes Latino Marketing

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Ornelas Supplies Ads Sensitive to Differences in Hispanic Culture
NEW YORK–Anheuser-Busch is taking a new tack in its advertising to the Latino community, adopting regionally focused montage-style ads behind Budweiser and enlisting John Leguizamo and other Hispanic celebrities behind Bud Light.
The work was produced by Ornelas & Associates, Dallas, and Castor, New York. Castor targeted Puerto Ricans in New York and Cubans in Miami; Ornelas focused on Mexican-dominated communities in Texas and California. Neutral versions will air on national buys.




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