According to a study by the Archives of Pediatric Adolescent Medicine minorities are drinking more bottled water than anyone else, because they find it safer and more convenient. And it seems marketers have taken advantage of that belief and begun gearing their bottled water towards Hispanic consumers.
Taking notice of the tendency of Hispanics to reach for bottled water, business owners like Paul Kurkulis founder and president of Las Oleadas, a mineral-enhanced water, are pumping into the bottled water game.
The Colorado-based company first marketed itself directly to Hispanics with its name, Las Oleadas, which is loosely translated from Spanish to mean “the momentum that drives a wave.” Originally, the bottle’s labels were only in Spanish, but English is now printed on them as well.
In the past two years, brands like Coca Cola and Nestle have launched campaigns geared towards minorities. In the summer and fall of 2010, Nestle came out with its “Better Habits for a Better Life” campaign for its Pure Life bottled water. The campaign was aimed at Hispanics, using a commercials with a Latina mother talking to another mother about benefits of water and even included a “challenge” so to speak.
Read full story here.