Dieste TV Says: See Sally Have Bilingual Fun

Dieste & Partners here has created Latino test market ads for Sally Beauty Supply along with English-language spots the retailer may aim at the general populace.
Two 30-second TV commercials airing on Univision and Telemundo in various Texas markets use humor to position the 1,950-store chain as an affordable supplier of beauty products. Spending is less than $1 million.
One spot opens with an external shot of a building before daybreak. As lights go on in various apartments, screams are heard as the female tenants presumably glimpse themselves in the mirror. A voiceover notes, “Because we know how difficult mornings can be.” A montage of products follows and concludes with the tagline, “Bueno. Bonito. Barato.” (“Good. Good looking. Affordable.”) A second ad takes a similar humorous tack.
The television commercials and supporting radio air through October. Dieste senior account executive Tino Jilomo said a decision will then be made about expanding the effort to other key Latino markets beyond Texas. Denton, Texas-based Sally Beauty Supply has stores in 46 states and in Puerto Rico, Japan and the United Kingdom.
Dieste also developed ads in English with a “Beauty has a price. A very low one” tag. Judy Cole, client vice president of advertising and public relations, said those spots may be used at a later date in the general market. Sally’s general advertising of late–developed on a project basis–consists mainly of trade print.