Allstate Targets a Hispanic Market with Mala Suerte
Jana Pijak — January 21, 2015 — Marketing
Appealing to the Hispanic market can be difficult for many brands who find it difficult to bridge cultural gaps. Allstate Insurance doesn't seem to have the same problem and appeals to the Spanish-speaking consumer in a clever way.
In their series of popular ad campaigns, the brand enlists the help of Mala Suerte, a human mascot who is Bad Luck personified. The character is seen in a series of commercials like this particular one where he causes mayhem on city streets.
Whether creating potholes on paved roads, making cars crash into one another or filling the road with countless soccer ball props, Mala Suerte reminds the Hispanic market that bad luck is everywhere and that it is inevitable. The humorous and clever ad suggests that when unlucky situations occur, Allstate will always be there to fix them.
In their series of popular ad campaigns, the brand enlists the help of Mala Suerte, a human mascot who is Bad Luck personified. The character is seen in a series of commercials like this particular one where he causes mayhem on city streets.
Whether creating potholes on paved roads, making cars crash into one another or filling the road with countless soccer ball props, Mala Suerte reminds the Hispanic market that bad luck is everywhere and that it is inevitable. The humorous and clever ad suggests that when unlucky situations occur, Allstate will always be there to fix them.
Trend Themes
1. Hispanic Market Targeting - Brands find it difficult to bridge cultural gaps when targeting the Hispanic market, creating an opportunity for innovative approaches like Allstate Insurance's use of Mala Suerte.
2. Cultural Advertising Campaigns - Creative and culturally relevant ad campaigns, like Allstate's use of Mala Suerte, can capture the attention and loyalty of specific consumer segments.
3. Humorous Marketing Strategies - Using humor in marketing can engage and resonate with consumers, as demonstrated by Allstate's clever ad campaign featuring Mala Suerte.
Industry Implications
1. Insurance - The insurance industry can explore innovative strategies to target specific consumer segments, such as creating mascots like Allstate's Mala Suerte to appeal to the Hispanic market.
2. Advertising - The advertising industry can leverage culturally relevant and humorous campaigns, like Allstate's use of Mala Suerte, to effectively communicate with target audiences.
3. Marketing - Marketing professionals can utilize humor and cultural insights to create compelling campaigns that resonate with specific consumer groups, taking inspiration from Allstate's approach with Mala Suerte.
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