Besito: How a Little Kiss Rekindled the Love for Caladryl Among Latina Moms in the U.S.
With a management team made by 100% former
clients, we empower corporate leaders to champion
cultural innovation from within.
At XL, we know that cultural credibility creates
commercial viability. And, we have the team, know-how
and cultural intelligence™ to do that for you.
We are the face of the new America. With a multi-ethnic
staff representing over a dozen countries and six
languages spoken; we live culture.
Helping the nations largest grocery chain increase multicultural share through leveraging their scale for value, while maintaining flexibility for customizing for regional and cultural nuances. These activities range from simple translations to the development of total market activations based on cultural explorations around food.
Commissioned by the North American Board and championed by the CMO, XL was the marketing, strategy and consulting partner behind Diageo’s multicultural marketing revolution. An in-depth organizational and marketing plan audit – evaluating over a dozen brands across all categories – delivered an actionable business road-map to the C-suite that aligned people, processes, competencies and budgets with market opportunities targeting Hispanic, African American, Asian and LGBTQ consumers. Our methodologies, size of price models and multicultural training enabled an accelerated path to relevance for Diageo’s brands.
As the Agency Of Record for Post Food’s, our marketing campaigns and cross-channel strategies have helped turn Honey Bunches of Oats into the #1 RTE Cereal among US Hispanics; contributing to almost a quarter of the brand’s total volume and 100% of the growth for the last 5 years. This accomplishment was recently featured by AdAge in April on 2014.
XL Alliance are great partners and bring thought leadership, with a focus on cultural relevancy, to the Post Foods portfolio of brands. Multicultural marketing cannot be an afterthought, but rather it can be a competitive advantage driven by strong insights and activations. XL has championed this within Post and we have seen the impact in our business.
Jennifer Mennes, Director of Media and Public Relations, POST FOODS
At Ralph Lauren Fragrances, we recognized the importance of Hispanic consumers to our business but we lacked the consumer knowledge and executional expertise required to successfully connect with them. We engaged XL Alliance who brought depth of consumer understanding and insights, unparalleled access to resources and network, executional excellence and, most importantly, strong strategic guidance and consult. XL Alliance is a great partner and I would highly recommend the agency to any business hoping to develop a relationship with this important consumer group.
André V. Branch, National Account Sales Vice President, Lancôme USA & Former Marketing Vice President, Ralph Lauren Fragrances
XL Alliance applies a cultural understanding of the Hispanic customer that goes beyond what can be learned from any book or marketing program. The team combines this unique knowledge with proven marketing strategies, processes, and capabilities to develop campaigns and tactics that appeal to Hispanic customers in a way that always proves both impressive and effective.
Ryan Weldon, Former Chairman, Valeant Aesthetics - Valeant Pharmaceuticals.