Ace Hardware Launches “Hispanic-centric” Marketing Campaign

When it comes to reaching the 50 million Hispanics in the U.S., Ace Hardware found that it takes more than simply translating existing ads into Spanish. It takes marketing built on genuine inclusion.

Ahorre Hispanic Internet Marketing Services reports that Ace is launching a marketing campaign that is ”Hispanic-centric”–based on core values in Hispanic culture. Jose Gonzalez of the Hispanic marketing agency Revolucion says that for Hispanic consumers, this means conceptualizing the hardware store not as a bargain warehouse, but as a place in the community where you can get personal service. It also means showing Hispanic families bonding while working on home improvements together, rather than representing family time as a reward for getting work done. For more on Ace’s campaign, click here.

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