Know-How Exchange : Advertising/PR

Hi George!

You havent't offered a Spanish translation for the various slogan ideas you've presented so I'll work off of the English ones.

1. H&S Invades Ecuador = "H&S invade el Ecuador". It's cute but definitely will sound quite imperialistic to the Ecuatorianos - keep away from that one.

2. H&S is proud to arrive to Ecuador = "H&S se enorgullece/se honra de llegar/estar en el Ecuador". Too introductory. I know that's what you're doing but try to think of a slogan that, while introducing the product, will have staying power for the purpose of building/continued brand name association.

3. H&S brings all its tradition/knowledge/expertise to your table/meals.
We Hispanics take our meals very seriously. They are intrinsic to the fabric of our lives thus, "tastefully weaving" H&S's company tradition into the Ecuadorian way of life, could be a good way to start (research, research, research before you opt for this route). Unless you are sure that H&S has performed a thorough investigation of how/when/for what the people of Ecuador use seasonings -and what sort of seasonings they use- I wold keep away from sounding "knowleadgeable" or having "expertise" about the Ecuadorian's "meals" or "table."

4. H&S seasons Ecuador = "H&S sazona/le da sazon al Ecuador" is a whimsical, cute way of introducing the brand and can be parlayed broadly, as well as, when additional/new product lines get introduced. Moreover the line lends itself to the delivery of a variety of advertising copy and visual depictions - from serious to tongue-in-cheek. A word of advise, keep in mind that the people from the interior of Ecuador, like Cuenca, might have a different/more reserved temperament than the people closer to the coast.

5. H&S adds flavor to Ecuadorian meals = "H&S le anade/le da mas sabor a las comidas ecuatorianas" (as I'm not a copywriter, this is a very rough, unadorned translation - you're creative team will hopefully do better.) The thinking behind this one is not bad, ensure it does not come off as arrogant. It acknowledges that Ecuadorian food is already good and you're there to "help enhance" an already good dish. If developed carefully, the line could convey "helpfulness" rather than arrogance.

6. H&S arrives to your table = "H&S llega a su mesa/a su cocina". Succint, simple, to the point - it has "legs" for a variety of introductory efforts, do remember than this slogan will be short-lived and then you'll have to think of something else to continue building/sustaining the brand name/equity.

A word of caution - the brand name might end up being pronounced in Spanish as "hache y ese" or "hachese" - either way, the oral pronunciation will sound very similar to the Spanish verb "acechar", meaning "to stalk" someone with predatory zeal.

Hope this helps and good luck!
Saludos,
Mayrah

H&S spices up Ecuador market. Seasoned Seasoning veterans at H&S are proud to annouce their entry into the Ecudorian market, and are looking forward to spicing up the XXXX food market with new and innovative products. Etc, etc, bla bla bla.

Darcy Moen
Customer Loyalty Network
Canada

Hello George,

Congratulations on your business successes and best wishes on your expansion of your products to new markets.

George, I certainly would like to take the opportunity to offer a few more suggestions to the question you asked our forum.

First, I wanted to understand the trends in the spice and seasoning industry and how your company could capitalize on them as you venture out in new markets before selecting appropriate taglines and slogans. Market growth can be obtained by addressing your products to the new trends. Some of the key factors tied to market growth in your industry are listed below:

• Cultural Influences on Flavor Trends
• Convenience Offered by Spice Blends
• Health Conscious Consumers Look For Organic Spices
• Increasing Awareness of Salt Substitutes

Next, I wanted to review other manufacturer’s campaigns and their links are listed below for your inspiration, also.

https://www.mccormick.com/ World’s largest…
https://www.spicehunter.com/ 100% organic…
https://www.chefmerito.com/ World’s finest with ethic flair…
https://www.tastefullysimple.com/ Small indulgences for busy life’s

Finally, I combined the above findings with your company’s strengths. It appears your company’s qualities of tradition and innovative would tie in very nicely with the following proposed taglines:

1. (Brand name) For the discriminating palate
International spices that will add zest to your dining

2. (Brand name) Taste the difference
Time-tested international recipes from our family to yours

3. (Brand name) For all the seasonings in your life
International spices that with just a shake will take your meals to a dining experience

4. (Brand name) Your family deserves the best
We will be your secret ingredient for a great meal

5. (Brand name) You deserve the best
We are not the largest spice company, but our customers say we are the best

Please note you can mix and match the taglines and slogans and perhaps certain lines of your product might merit different combinations based on the markets you wish to enter. My goal was to give you a variety of options for your review. If you need additional help, please don’t hesitate to contact me. Hope this helps and good luck!

Best, Sandy Riedel

Hi George

how about these...

H&S adds spice to Ecudaorian taste
H&S ensures you lick your fingers
H&S: Mouth-watering seasoning now in Ecuador
H&S: tropical seasoning for tropical Ecuador

hope that helps.

cheers!!

Hi,

I think a tagline in a new market should not only be attractive but also perform some functions for the company, like -

- anouncing your entry
- telling what you do or what you stand for
- suggesting the benefit that you offer
- create interest in the minds of potential customer
- creating anxiousness in the minds, thsy should be waiting for your launch

on basis of these I suggest the following, but you will have to modify them according to your requirements -

____________________________________________
"BRINGING THE BEST SEASONINGS FOR ALL SEASONS OF ECUADOR - H&S"

reason - telling the functional benefit; anouncing that you are coming; respecting the target market's special requirements (by saying - "all seasons of ecuador")
____________________________________________


LICK YOUR LIPS. H&S ENTERS ECUADOR.

reason - telling the functional benefit; anouncing the entry; telling the target market what you are for; still sounding mysterious and creating anxiety because they can understand that you are about food but what??
____________________________________________


YOUR FOOD WILL NOW TASTE BETTER ... H&S IS COMING

reason - tellling the benefit; creating a sense that you will make a important part of their life (ie - food) - much better then it used to be till now
____________________________________________


Mmmmm...WILL BE A COMMON SOUND IN ECUADOR NOW. WELCOME H&S.

reason - anouncing arrival; creating suspense and anxiousness to know more about you and what you do
_____________________________________________


although some of them might seem long, you can easily reduce or change the words according to your requirements

hope this helps

anurag