Hispanic markets are a powerful but tricky attraction for companies

“As the largest minority in the United States, Hispanics are gaining attention from marketers. But companies often goof in trying to reach the diverse group, failing to properly target niches among the nearly 45 million residents — some who speak Spanish and some who don’t, according to specialists gathered Tuesday in Coral Gables.

Volkswagen learned its lesson last week, when a billboard aimed at hip, urban Hispanics ended up offending older Cuban-Americans in Miami with its reference to “Turbo-Cojones,” or fast, “ballsy” cars. The company pulled the billboard and canceled ads in New York and Los Angeles.”

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