October 15, 1999
Hackettstown, NJ — Mars Incorporated announced that it has awarded its Hispanic advertising business to Zubi, a Miami-based Hispanic advertising and marketing agency. The decision represents M&M/Mars' and Uncle Ben's continued commitment to innovative and cutting-edge marketing for some of the world's largest, most popular and recognized brands. The agency will provide a full range of advertising services and be responsible for all Hispanic targeted creative and media assignments. Worth $15 million in annual billings, the first advertising efforts are expected to appear in mid-year 2000.
"Ethnic marketing is an exciting opportunity for the growth of our Brands," says Roberto Garcia, Ethnic Marketing Manager for M&M/Mars. "The Hispanic market is very dynamic and we will strategically focus efforts on reaching this growing population. We want to connect with both Hispanic consumers and retailers and share the fun of our brands."
According to the Association of Hispanic Advertising Agencies, Hispanic consumers in the United States number around 31 million with estimated buying power of $485 billion.
"We view the Hispanic market as a significant source of growth for Uncle Ben's," says Albert Rivas, Marketing Manager at Uncle Ben's. "Zubi has an impressive track record of building strong brands in the Hispanic community. They are incredibly creative and strategic in their thinking and are uniquely qualified to help us maximize this opportunity."
"M&M/Mars' and Uncle Ben's clever and aggressive approach to marketing will make these wonderful accounts to work on," says Joe Castro, Executive Vice President at Zubi. "Everyone loves these Brands."
M&M/Mars and Uncle Ben's plan to support its Hispanic campaigns with fully integrated plans to reach Hispanic consumers.
M&M/Mars, the U.S. confectionery division of Mars, Incorporated, manufactures and distributes a wide variety of high-quality snack food products including some of the world's most popular and recognized Brands in the world. These Brands include M&M's Chocolate Candies, the number one candy brand in the world; SNICKERS Bar; MILKY WAY Bar, 3 MUSKETEERS Bar; TWIX Cookie bar; STARBURST Fruit Chews; DoveBar; COMBOS Snacks and KUDOS Brand. Founded in 1911 in Tacoma, Washington, by Frank C. Mars, Mars products are enjoyed today in more than 100 countries throughout five continents.
Uncle Ben's, Inc., the U.S. food division of Mars, Incorporated, manufactures and distributes an array of dry and frozen food items. A few of the product lines include UNCLE BEN's Brand RICE BOWLS, UNCLE BEN'S ORIGINAL CONVERTED Brand Rice, and UNCLE BEN's Brand Long Grain & Wild Rice. Uncle Ben's, Inc. has been manufacturing food items for over 50 years.
Zubi is a $62 million Hispanic advertising agency, founded in 1976. The agency is 100 percent minority-owned and has offices in Miami, Detroit, Dallas and Los Angeles. Current clients include Ford, American Airlines, Mobil Oil Corporation and S.C. Johnson.
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