Hershey's targeting Mexican Hispanics

02/22/2005 | Advertising Age (tiered subscription model)

In Hershey's packaging for its La Dulceria Thalia line of sweets aimed at the U.S. Spanish-speaking market, it identifies the caramel flavor called "dulce de leche" in most Latin countries by its Mexican name, cajeta. A Hershey's spokesperson said they are using cajeta, "because 67% of all Hispanics are Mexican and we're targeting Mexicans." Some marketers feel non-Mexican Hispanics will view the language as a slight, while others feel Hershey's campaign, featuring pop star Thalia, will win out over language concerns.

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