Unilever Gift-with-Purchase Targets Hispanics

Unilever taps the universal language to woo Hispanics

Unilever is running a gift-with-purchase music campaign targeting unacculturated Hispanics.

The Clasicos Con Sabor ("Classics with Flavor") effort spans 10 Unilever brands, including Knorr, Lipton and Skippy. Consumers buy three participating products and get a CD of Latin American music. The offer runs in top Hispanic markets. Sugo Music, Foster City, CA, handles.

Separately, Unilever is readying a mainstream TV campaign and a "club" for Lipton that touts health benefits of tea. Ads tagged "Lipton. We can do that" break in May. Consumers visit Lipton.com to sign up for the nascent Lipton's Tea & Health Club to get e-mail newsletters and participate in monthly e-mail polls.