Unilever Begins Major Hispanic Initiative

NEW YORK Unilever yesterday unveiled a three-pronged Hispanic marketing program called “Vive Mejor” (“Live Better”) that includes a new bilingual custom publication, a Web site and television integrations.

The consumer products giant will leverage its personal-care (Dove, Caress, Suave) and food brands (Knorr, Lipton, Ragu, Hellmann’s, Lawry’s, Wish-Bone, Skippy) to inform and entertain Latina moms with the interactive initiative.

Ivette Alvarez Santoro, senior brand manager, multicultural marketing, Unilever, said the initiative began more than a year ago and is based on the proprietary study “Hispanic Trip Management,” which tabulated a different behavioral pattern among Latino shoppers compared to general-market consumers.