Brands committing to multicultural market achieve growth

Sean Cunningham, president, and CEO of VAB presented on the second day of the 18th Annual Hispanic Television Summit a study that analyzed 33 thousand advertisements, including brands that ranged from Coca-Cola to Zola, in a five-year period (2015 to 2020).

The study proved that when brands were committed to the multicultural market, and in particular the Hispanic one, sales growth was achieved.

Cunnigham mentioned two cases: Toyota´s RAV4 SUV and the relaunch of Coca-Cola´s Share campaign.