Archive

February 23, 2022 In

Del Monte Fresh

PROMOTING HEALTHY FOODS

When Interlex started doing counter-marketing to reduce the consumption of sugary drinks and fast food, we also searched for ways to promote healthy eating and natural, nutritious products. This led to our now decade-long partnership with Del Monte Fresh, the world’s leading produce company, for whom we have led numerous campaigns, including the successful national launch of their fresh guacamole line.

November 10, 2021 In

University of Washington

Don’t be fooled by fruit drinks

The University of Washington, University of Pennsylvania and Interlex developed an evidence-based social media campaign to counter beverage industry marketing of fruit drinks and decrease their purchase by Latinx parents for their children. Through countermarketing and water promotion, the campaign yielded a 19.2% decrease in parents choosing fruit drinks for their kids and a 29.7% increase in them choosing water.

July 18, 2020 In

Public Health – Seattle & King County

Helping Impacted Communities Spread Facts, not Fear

Seattle and King County were heavily impacted by COVID-19 early in the pandemic. Given the preponderance of essential workers, multigenerational households, and pre-existing health disparities in multicultural communities, Seattle King County Public Health realized the need to engage diverse groups in culturally relevant ways. Interlex helped develop a multicultural marketing campaign with two prongs: 1) The “Why I…” prong focuses on sharing culturally relevant motivations for observing recommended behavioral guidelines; 2) the “Get Tested” prong conveys a sense of urgency regarding testing.

December 13, 2016 In

Wyndham Worldwide

Diversifying Tourism Customer Base

We were tapped to grow Latino room nights for Wyndham’s value-oriented hospitality brands. Maintaining brand synergy, we transcreated the General Market approach to resonate with Latino audiences. We provided radio creative for Super 8 Motels, radio and print creative for Days Inn Hotels, and multimedia advertising, media buying and grassroots outreach for Travelodge. We also created Spanish-language slogans for all three brands and an in-culture persona for Travelodge’s mascot to better resonate with target audiences. The results exceeded expectations, generating over 20% brand lift in the Latino space.

December 13, 2016 In

SIMPLE Mobile

Living Beyond Borders

We created the Extended Nation campaigns rolling out binational plans to enable consumers to call between the US and Mexico seamlessly and affordably for both Telcel America, which is the US-version of Mexico’s leading mobile brand, as well as SIMPLE Mobile, which targets urban millennials.

December 13, 2016 In

Telcel America

Blurring Borders

December 12, 2016 In

Women, Infants & Children (WIC)

Promoting Breastfeeding

For the USDA’s WIC program we developed an award-winning in-culture campaign targeting African American mothers and their support systems with the goal of increasing breastfeeding rates and duration. The campaign resulted in a 30% increase in both rate and duration in targeted markets. Hailed as a national best practice, it was implemented in multiple states throughout the nation.

December 12, 2016 In

American Cancer Society

Preventing and Reducing Smoking

We have developed Hispanic campaigns for the American Cancer Society for use nationwide. The “Mi Familia No Fuma” campaign was a smoking cessation and prevention effort aimed at Latino youth and families. Leveraging “familismo” and the aspirational Hispanic mindset, the campaign generated a decrease in smoking incidence of 33% among targeted populations and increased calls to the ACS Quitline of over 300% during campaign flight periods. The “Vive” campaign was a broader effort focusing on smoking prevention as well as healthy eating, physical activity, and regular wellness screenings. It positioned the American Cancer Society as a multiculturally inclusive and progressive health advocate for the Hispanic community.

December 12, 2016 In

AARP Driver Safety

Protecting Drivers and Passengers

We transcreated the AARP Driver Safety campaign for the Latino market, boosting participation of volunteer instructors and students by over 300%.

December 12, 2016 In

AARP Cultural Kaleidoscope

Employee Education Campaign

Leveraging AARP consumer segmentation research, we developed an interactive exhibit that engaged, educated and empowered employees to better understand and connect with Latino audiences. Branded as “Cultural Kaleidoscope,” the project encompassed an entire floor spanning two buildings, a skyway, multiple elevator banks, and lobby spaces. It also included promotional materials to draw attendance and digital components to provide access to employees nationwide.Thousands of AARP employees became more aware of the nuances within diverse Latino segments. Thus, they were also better equipped to target communications and develop services for these valued members.