There is nothing more refreshing than spending some time with a 23-year-old U.S.-born Latino and hear his take on Hispanic media and marketing… Oh, and if such a 23-year-old is terribly good looking, well, all the better.
On Tuesday, I was lucky to moderate a panel featuring Mr. Canela and Post Foods senior director of marketing Tony Shurman.
The session focused on a Post Foods’ Hispanic marketing promotion featuring Mr. Canela as the spokesperson of Honey Bunches of Oats cereal.
When I asked Canela (a star of Telemundo telenovela Más sabe el diablo) about the content on Hispanic television, he simply said it isn’t “quite there yet.”
“Why do telenovelas have to be so… so… so… dramatic?” he asked.
And that was not all. While Shurman informed us the Jencarlos Canela campaign far exceeded the company expectations; the young kid said that was at least half the sales boost was owed to his mother.
“I got home and I was like, ‘Mom, what is this?’ There were cereal boxes all over the place…I asked her, ‘What are you going to do with all these cereal boxes?’