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Two years ago, consumer goods giant Danone North America was spending significantly less on media that targeted Hispanic audiences. Many advertisers only purchase Hispanic media for one-off campaigns and do not consider Hispanic audiences when constructing the media plan.
But during the volatility of 2021, the company was looking to find ways to extend its reach in communities that had already shown loyalty to its brands. Hispanic consumers were 37% more likely to consume probiotic yogurt than the general population, according to market research, and Danone wanted to make greater inroads with the community via probiotic yogurt brand Activia, said Mike Sallette, vp of media at Danone.