MERCADEO Versión en español
Anler Morejon of Hatuey: We want to be a trailblazing brand in all the marketing efforts we make and opportunities we take
5 de septiembre de 2012
Anler Morejón, gerente de Marca de Hatuey
Anler Morejon, brand manager for Hatuey beer, spoke with PRODU about the launch of the Hatuey and the Arts contest, which invites artists to exhibit their work and possibly have it used in the brands advertising.We want to be seen as a trailblazing brand in all the efforts we make and opportunities we take in the market. The launch of this contest gives us the chance to receive from our consumers the creative inspiration for our next campaign and strategy, Morejon said. Since the relaunch of the legendary beer brand last year, Hatuey has taken part in and sponsored a number of community events, and vows to continue investing in the Hispanic community since it is one of our pillars and part of our culture, Morejon said.The brand has focused its efforts on the launch in South Florida, since company executives admit that the products Cuban heritage plays an important role in consumer loyalty. Nonetheless, they maintain that the art contest, like all their other promotions, targets both the general and Hispanic markets.The jury choosing the artwork that will go into the finals includes Hector Ortiz of Bacardi, Anler Morejon himself, Patricia Suau of Bacardi, Eduardo del Rivero and Emilio Sauma, founder and president of the Gables Hispanic Cultural Foundation, among others.Hatuey represents the passionate spirit that characterizes all Hispanics. Art, history, culture, music and food are the foundation of the brand image and are reflected in all our events, he said.
