Quaker Oats, Univision partner on new digital destination for Hispanic moms
NEW YORK — Univision Communications Inc., a leading media company serving Hispanic America, last week announced its partnership with PepsiCo subsidiary Quaker Oats on the creation and launch of a new digital destination for Hispanic moms called "Fuente de Energía" (Energy Source).
"Fuente de Energía" is a brand new digital destination for both online and mobile platforms serving as a one-stop resource "helping Hispanic moms fuel everyday adventures." The destination provides these on-the-go moms with re-energizing ideas, insights, motivation and tips that may help to keep the family fueled as they tackle their daily triumphs and obstacles — whether it be a trip to el parque (the park), la playa (the beach) or a hectic dash to la escuela (school).
The partnership underscores several U.S. trends: a rapidly growing Latino population; a recent study that showed Hispanics utilize mobile tools for shopping more than the general market shopper; and a recent Nielsen study revealing that Latina moms drive household buying decisions.
"Fuente de Energía" has launched as part of Univision.com's Vida y Familia (Life and Family) vertical, and features original content including articles, recipes, photo essays, custom trivia and polls. The digital section will be refreshed on a weekly basis with original articles, slideshows, polls and a new trivia challenge per week.
The roll out begins this month and runs through December with an original video series featuring celebrity mom Jimena Gallego (Mexican pop singer, TV host and actress). She will give practical advice to Hispanic moms on how to conquer common stressors of family life with their jobs, kids or significant others.
"We are pleased to work with Quaker to deliver an innovative platform that provides a daily source of energy and healthy inspiration to madres across the U.S.," said Keith Turner, president of advertising sales and marketing, Univision Communications Inc. "This investment underscores the value of the Hispanic mom to Quaker's business."
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