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REGGAETON NEWS
Reggaeton Star Tito El Bambino for New Colgate Max Fresh – Burst
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April 26, 2007
Young, Hispanic adults are in for a fresh treat with the launch of new Colgate(R) Max Fresh(R) – BURST, with celebrity spokesperson Tito el Bambino, reggaeton’s latest sensation.
Reggaeton, with its fusion of reggae, merengue, hip-hop and other rhythms, is one of today’s most popular music genres among Hispanic youth, whether born abroad or in the US, Most reggaeton artists are young, including the Puerto Rican-born Tito, who is 25 years old.
“Once the doors opened for us, our dreams and energy exploded onto the scene,” Tito said, “We feel like the time is now to take action and realize our dreams.” He also states: “Colgate Max Fresh - BURST is the brushing experience that makes me feel ready for whatever comes my way. For me, it was a natural fit.”
Infused with 50% more breath strips, Colgate Max Fresh – BURST was developed to provide an extra burst of icy-cool flavor and freshness when you brush.
The national integrated marketing campaign will connect with Hispanic youth through multiple touch points, including traditional advertising (television, radio and print), promotions, grass roots events and public relations, as well as online and mobile marketing, a key strategy to reach this target. Also, attendees of this year’s Fiesta Broadway (in Los Angeles), the largest Hispanic event in the largest Hispanic market, will enjoy a special, customized Max Fresh interactive experience. Additionally, a dedicated website will include photos, music and footage showcasing the making of the television commercial, which was filmed on the beaches of Santo Domingo.
Over the past three years, the Max Fresh brand has enjoyed strong share growth in the Hispanic market. “From a marketing communications perspective, we’ve left no stone unturned”, says David Cardona, Marketing Manager, Hispanic Marketing for Colgate-Palmolive. “We understand that to reach the Hispanic youth market, we have to think out-of-the-box, and partnering with Tito is right on target”
