Energizer going and going in Hispanic market

Energizer is using Elvis Crespo with the famed bunny in a new campaign for the Hispanic market, according to an article in Trading Markets. The integrated campaign feature a website www.sigueysigue.com (going and going), uses MySpace and YouTube, and was launched during the Latin Grammys.

According to the article, Energizer has been advertising to the Hispanic market for years, but, Spanish-language marketing has been a relatively small part of the company's budget. Energizer spent $1.4 million in the first six months of the year, or 6.8% of its overall spend, on Spanish-language TV broadcasts and other media, according to TNS Media Intelligence.