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.

About Andrés

Andrés Tapia is President of Diversity Best Practices, the preeminent diversity and inclusion thinktank and consultancy. In this role, he helps companies create first-in-class diversity strategies and develop innovative solutions for culture change. Previously he served as Hewitt’s Chief Diversity Officer and Emerging Workforce Solutions Leader. As a published writer and prominent speaker, Andrés offers thought-provoking views about diversity’s impact around the world. He is the author of The Inclusion Paradox: The Obama Era and the Transformation of Global Diversity. Find his bio here.

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