12/26/05 Pear promotions in Mexico, Finale

One of the strategies used by U.S.A. Pears in reaching out to consumers in its largest export market, Mexico, has been television advertising. The commercials range from Pear Buddies for the kids to more mature fare for adults and families. For the upcoming promotion season, U.S.A. Pears' Jeff Correia says there are some options in the works. CORREIA: One, develop a new commercial and continue airing the commercial in Guatelajara and Monterrey and thirty-one other secondary cities, from the March through April time period. Or two, expand the coverage to all of Mexico by advertising on cable t.v., or the third option, which would be to hire a spokesperson to appear on cable channel morning shows or variety shows, on the cable stations of Univision or Telemundo. That will allow us to reach a regional Latin American audience in Mexico, Central America, and South America, as well as the Spanish speaking regions of the U.S. The change in t.v. strategy also coincides with a change in marketing campaigns at retail outlets, or what is known as point of sale marketing and promotion materials. CORREIA: We've used the animated pears to serve as our "spokespears" on our p.o.s materials which have resonated very strongly with kids in the past. We plan to continue to use them with our kids program and special p.o.s. in upcoming seasons. But for main line p.o.s. materials, we plan to return to a more traditional look, which focuses on the beauty of the pear.