This site is interesting. Unilever launched Vive Mejor to open up its products to the Hispanic market. According to recent U.S. Census Board data (October, 2006), the U.S. population has reached more than 300 million. At more then 44.3 million, the Hispanic population is the largest of the minority groups (14.8 percent of the overall U.S. population) and the fastest growing — at a rate of 3.4% between July 2005 and July 2006. So why haven’t more companies done the same? I hate to say what I’m really thinking but I’m betting most companies still operate under the illusion that the Hispanic population isn’t a worthy demographic. If they are still thinking that they are so very very wrong.
According to the Hispanic Business website:
“Vive Mejor was created by Unilever as an interactive experience for the Hispanic consumer as a way for them to be entertained while learning more about their favorite brands - in-store and on line. ViveMejor magazine, available free at major participating grocery stores and ViveMejor.com, are both available in a fully bilingual format. The new summer issue includes a cover story on Mexican TV hostess Karla Martinez, an article on beautiful summer skin, tips for family vacation planning and delicious variations on favorite Latin recipes like Dulce de Leche Tea Pops. The magazine also offers useful tips that incorporate well-known Unilever brands, such as Dove, Suave, Caress, Knorr, Lipton, Ragu, Hellmann’s and more.
According to research conducted by Unilever in major Hispanic communities, such as New York, Los Angeles, Miami, and Houston, Hispanic shoppers have unique buying patterns that match their family-oriented lifestyle. With this in mind, ViveMejor gives Hispanic shoppers the information they need to make the most of each shopping trip.”
Even though I grew up in California I didn’t learn how to speak Spanish. Having studied Italian in college and living in Italy does help a bit, you know both being latin based languages, but I still wouldn’t be able to give the site the full review it deserves. I like the premise and I hope more companies will follow suit. Unilever is an amazing brand with a strong background in excellent web based campaigns and they’ve done well with many of their properties. It’s a really well rounded site with sections for recipes, ideas for home, beauty tips, even horoscopes.
The domain itself has been through a number of incarnations since it was first created in 2004 but according to the Whois the last record change was January 31, 2007. Interestingly the domain once transferred to Unilever was only signed on until 2008. You’d think after taking over the domain they’d sign up for 5+ years to avoid the domain dropping by accident. Not gonna draw any conclusions on that one but my suggestions if they want to build up site authority they should sign the domain for a least 5 years.
Stats:
PR0
Alexa 1,006,465
Compete N/A
Screenshots after the jump.
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