The birthrate among women in the United States reached a record low in 2011, led mainly by the decline in births among immigrant and native-born Hispanic women. That decline, along with the opportunity that the Hispanic community represents for advertisers, is at the heart of a new campaign from First Response to promote its pregnancy planning tools.
On Monday, First Response will, for the first time, advertise its pregnancy test and ovulation prediction kit to a Spanish-speaking audience on television networks that include Univision, Galavision, Telemundo and MTV Tres. A 15-second version of the ad will focus on the First Response Early Result Pregnancy Test and a 30-second version will include additional information on the First Response Daily Digital Ovulation Test.
“We want to be where they are, in the language that they are watching,†Stacey Feldman the vice president for marketing at Church and Dwight, the company that owns First Response, said of the Spanish-speaking audience. The ads will feature Cynthia OlavarrÃa, the Puerto Rican actress and former Miss Puerto Rico, as the brand’s spokeswoman.
While the overall message of the ads in Spanish is the same as the ads in English, the company chose Ms. OlavarrÃa to deliver the Spanish-language ad because she is a recognizable face in the community, Ms. Feldman said.
“She comes across as imparting information in a down-to-earth way,†Ms. Feldman said. “When we showed this to women in our research, they really wanted that.â€
Having a nonjudgmental tone was important, Ms. Feldman said, since “there’s people that are watching our spots that want to be pregnant and there’s people that don’t want to be pregnant.â€
In addition to the television ads, the company will introduce a microsite, TheFirstResponseDifference.com, that will include coupons, frequently asked questions about pregnancy and ovulation and additional product information.
