Brands turn to bilingual ads for a wider appeal

06/24/2014 | Adweek

Corona, ESPN, Hyundai and other major brands are running general-market ads that have Spanish versions or use a mix of Spanish and English. Marketing executives say the bilingual ads can connect with the growing Hispanic population beyond Spanish-language media, as well as to a multicultural millennial generation. "It's important for us to appeal to [millennials] in a way that reflects the world that they live in," said ESPN Senior Vice President of Marketing Aaron Taylor.

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