Latin Pop Star Gives Carl’s Jr. a Vote of Confidence

Latin heartthrob Gerardo, best known for his ’90s hit song “Rico Suave,” is back in the spotlight in a new ad for Carl’s Jr.

The Spanish-language TV spot features him dancing, singing and enjoying a Carl’s Jr. Six Dollar Burger poolside with a bevy of bikini-clad women. At times he is shirtless, at other times he wears a white tank top as he sings lyrics adapted from his current single, “Sigo Siendo Rico.”

The translation of “Sigo siendo rico” is, “Rich-looking, rich-tasting and rich in value,” said Anita Santiago, president and creative director of Anita Santiago Advertising, which created the spot.

The Santa Monica, Calif., shop has handled Hispanic marketing for the Carl’s Jr. chain for seven years.

The commercial is the latest in an ongoing campaign meant to show “the artistic side of the [Hispanic] culture and the creation of community through its dances and music,” Santiago said.

The Anaheim, Calif.-based chain spends more than $1 million annu ally on ads targeting the Hispanic community.

Ads continue the tagline “Con mucho gusto,” introduced when Anita Santiago won the account. It means “With lots of taste” as well as “Happy to meet you,” Santiago said.

The Six Dollar Burger, which is priced at $3.95, was introduced last June. The client’s general market agency is Mendelsohn/Zien in Los Angeles.

“The Six Dollar Burger has been very successful for Carl’s Jr., even in the Hispanic community,” said Cheryl Garcia, client marketing manager. “Our plan is to keep some type of focus on the Six Dollar Burger throughout the year.”

The TV ad breaks this week in 12 markets on Telemundo and Univision. The media buy was handled by Anita Santiago.

Gerardo is also featured in a 60-second radio ad and a 10-second TV spot informing viewers how they could be featured in the ads as part of Carl’s Jr.’s “Be a Star” program.