Bigelow Sees Big Potential With Latino Tea Lovers

Published: March 03, 2008, HMW

Bigelow Tea, a Connecticut-based family-run operation that has offered Spanish-language packaging on select varieties in key Hispanic markets for 15 years, has launched its first national marketing campaign.

With the tagline "Dale Sabor a Tu Vida," Bigelow seeks to extend its existing brand awareness and loyalty to Hispanic tea drinkers.

"It's the largest campaign that we have undertaken," says Cindi Bigelow, president of the tea company. "We have been doing some work in Southern California and Miami and had very good response there. The Latin market enjoys tea and we feel we have a good product for them to consume."

Bigelow's efforts are concentrated on print media, with newspaper inserts distributed in Spanish-language newspapers in New York, Los Angeles, Houston and Miami. Forthcoming plans include direct mail, internet initiatives and the continued use of in-store promotional sampling.

"We do not have the large backing of a big company, so to be honest we don't have a lot of money for advertising," Bigelow admits. Therefore, plans for broadcast media such as spot radio are not in the works.

That being said, she is excited about the opportunity to augment already-beloved brands in the U.S. Hispanic community. "Tadín and Badía do extremely well in the Latino community, and our goal is not to replace them but to expand their choices by capturing the Hispanic consumer," Bigelow says.

Among the biggest tea brands marketing to U.S. Hispanics are Unilever-owned Lipton, with heavy activity in 2006 in cable and spot television and local Spanish-language newspapers. Tadín has used Spanish-language national magazines and newspapers for getting its message to Latino consumers.