The multinational consumer product company Unilever [3] "has launched ViveMejor [4], a multimedia marketing initiative that targets the Hispanic community" in the U.S. The PR firm Edelman [5]'s multicultural practice is heading communications for the campaign. The campaign includes a magazine, "distributed for free at grocery stores and online ... grassroots events, and two sub-platforms focusing on beauty and food - Pasa Las Belleza (Spread the Beauty) and Desafio del Sabor (The Flavor Challenge). Television segments created for these sub-platforms, featuring celebrity stylists and a chef, will appear on the popular Spanish morning show Despierta America (Wake Up America)." Unilever's Ivette Alvarez Santoro said, "The idea is to offer simple, yet relevant tips on everything [the Hispanic mother] is looking for ... with the idea that she will share what she has learned with her close family and friends." Unilever research found that "Hispanic women are more likely to make large shopping trips ... plan for meals, and be aware of advertised specials than the general population," and are "more open to recipes and tips delivered in Spanish."