Target Tries to Meet Latinos in a Native Mind- and Heart-set

Target aims to deepen its relationship with Hispanic consumers through a new ad campaign launching on March 8. Called "Sin Traducción," or "without translation," the push highlights Spanish terms and moments that have no direct English translation and are unique to Hispanic consumers.

"Sin Traducción" is different than Target's other efforts. It's the first push aimed solely at Hispanics. Target's previous campaigns were developed for a general audience and then tailored for the Hispanic market. By crafting the effort from the start with Hispanics in mind, Target aims to form a deeper bond with the audience.

"This would be our first campaign that is built from the ground up based on Hispanic insights," said Mr. Gomez.

The Advertising Age article is here.