All of a sudden, there is one 30-second spot I have seen a lot recently on television and online for Honey Maid, a division of Mondelez International. The brief ad has a theme, “this is wholesome”, and highlights several loving families. What makes the ad distinctive is that the families it showcases include a single father and his son, a tattooed musician and his family, an interracial family, a military family, and a family with two gay fathers. In 2014 it should not be noteworthy that such families should be shown in a national ad campaign, but it is, and it is heartening to see.
Although the campaign is not Hispanic-focused per se, it seems relevant to those of us who work in Hispanic marketing because we are always questioning the concept of general market and total market.