How does being Hispanic have an influence on your business?
Given the continued growth of the Hispanic population in the U.S, we understand the strategic importance of extending our general market programs to ensure they are reaching the multicultural market. Our successful, 8-season sponsorship of NBC’s “The Biggest Loser” has allowed us to encourage people to make a positive change in their lives by drinking more water. Our sponsorship of “Dale Con Ganas” is a natural extension of this program to ensure we are reaching the Hispanic community as well.
In the face of adversity, how do you decide to keep going?
By seeing the positive changes that our programs are bringing to the lives of people by drinking more water….it’s pretty great to see.
What is the biggest challenge you have faced?
While it is too early in engaging the Hispanic market to read and identify any challenges, we remain very excited about our partnership with “Dale Con Ganas”. Univision and 25/7 Productions have been great partners to work with, and we believe that our sponsorship of “Dale Con Ganas” will enable Brita to help achieve our goal of helping others make positive changes in their lives. - If you could change one thing about your life, what would it be? Understanding the importance of drinking lots of water while growing as my family didn’t instill that in my life. I learned that importance from others as I got older from outside my immediate family circle.
What was your childhood ambition?
I wanted to be a professional athlete and would exercise all the time! Sometimes up to 3 times per day. - Tell us about three people that you admire? My maternal grandmother (raised 11 children on her own as my grandfather unexpectedly passed away), my father, and my sister (Dr. Denise De Los Santos, OB/GYN) - For meetings, do you prefer breakfast, lunch, or dinner? Dinner - What sacrifices on your personal life did you have to make in order to become a business success? Work-Life Balance in that I had to sacrifice less family time to focus on work.
What is your favorite quote?
Not sure who authored this but it is called Ten Two Letter Words To Live By - “If It Is To Be, It Is Up To Me” - Is it difficult to be unconventional? US Hispanic Marketing used to be considered as something unconventional when compared to the GM marketing but due to the increase in focus on the Hispanic market, it isn’t any longer really. Just like brands like Brita working to encourage people to make positive changes in their lives by drinking more water, that used to be considered as unconventional whereas now, it just makes sense to do so.
What is the biggest mistake you’ve made professionally?
That I didn’t relocate to New York City earlier in my career.
Do you consider yourself an innovator? Why?
Yes; Working in the Hispanic Marketing space where many of the initiatives are new to the consumer, the company, and are relatively cutting age is the primary reason as to why I consider myself cutting edge. Brita’s involvement itself is cutting edge in many ways. A Spanish language prime time reality based television show on Univision, Spanish Language Mobile site and Spanish Language twitter initiative are all in that category for Brita.
About Lupe De Los Santos
Lupe is considered an expert marketer that specializes in targeting US Hispanics with over 20 years of experience in the space working at agencies like The Vidal Partnership, Team Enterprises, and DVC Worldwide for partners such as Tecate, Target, The Home Depot, Heineken, Trident, Johnnie Walker, Miller Brewing, and many others… Born and raised in South Texas to a Mexican American family, he learned the value of being multicultural early on by tapping into and taking full advantage if his cultural duality. Currently, he manages the Hispanic Marketing Communications efforts at The Clorox Company for brands such as Kingsford Charcoal, Hidden Valley Ranch Salad Dressing, & Brita Water Filtration Systems. Throughout his career, he has been recognized within the industry by publications such as Brand Week & Promo Magazine for his work in the space, and has established himself as a great “connector”. He is “THE” go to go guy when it comes to anything dealing with US Hispanic Marketing. If he can’t help you get the job done himself, he is definitely bound to know someone who can.
About The Clorox Company
The Clorox Company is a leading manufacturer and marketer of consumer products with 8,100 employees and fiscal year 2011 revenues of $5.2 billion. Clorox markets some of consumers' most trusted and recognized brand names, including its namesake bleach and cleaning products, Green Works® naturally derived home care products, Pine-Sol® cleaners, Poett® home care products, Fresh Step® cat litter, Kingsford® charcoal, Hidden Valley® and K C Masterpiece® dressings and sauces, Brita® water-filtration products, Glad® bags, wraps and containers, and Burt's Bees® natural personal care products. Nearly 90 percent of Clorox Company brands hold the No. 1 or No. 2 market share positions in their categories. The company's products are manufactured in more than two dozen countries and marketed in more than 100 countries. Clorox is committed to making a positive difference in the communities where its employees work and live. Founded in 1980, The Clorox Company Foundation has awarded cash grants totaling more than $84 million to nonprofit organizations, schools and colleges. In fiscal year 2011 alone, the foundation awarded $4 million in cash grants, and Clorox made
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