What’s the best way to reach the Hispanic consumer? Consider throwing out that TV budget and focusing on in-store media instead. And don’t go out of your way to make your brand look “Hispanic.” Such are the insights of Carlos Boughton, brand director of Tecate and Tecate Light, Heineken USA and Manuel Wernicky, president, chief ideas officer and managing partner at Adrenalina. The two collaborated on a shopping list below for marketers aiming to tap the country’s largest and fastest-growing minority group.
