With its new marketing campaign Whos Bad?!, Sling TV is performing a substantial shift in its approach, that was initially aimed at cord-nevers and millennials, to cover the entire pay TV market.”In the last 18 months since Sling TV was launched, it has been more direct towards cord-nevers and millennials. That was the first goal. This is going to be the first campaign aimed at the entire pay TV market to replace cable,” expressed José Romero, general manager of Marketing at Sling Latino.He said that Whos Bad?!, whose announcer is the Hispanic actor Danny Trejo, aims to solve the most common frustrations that pay TV consumers have regarding the cable service: high costs, long-term contracts, credit verification, hidden charges, charges over equipment rental, useless channels and deficient consumer service.Romero adds that another big change is that now all the services are going to be offered under Sling TV brand, and no longer Sling Latino. “We are a single brand, he mentioned.”The strategic part under the brand Sling TV is that the products actually cover the entire spectrum of Latinos (from those who are English-dominant to those who only speak Spanish), social classes and education levels. It is a very complete product that other companies do not offer,” he said.Romero added that the campaign was created for the Hispanic market, but the company liked it so much that it decided to take it to the general market.
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