Cacique World Cup Billboard

Ad location: 16th St. between South Van Ness and Folsom, Mission District, San Francisco

Medium: Billboard

Brand: Cacique

Overall Grade: B-

Quick Review: This billboard is colorful, bearing the green, white and red of the Mexican flag, along with the faces of three stars of Mexico’s national soccer team (I can’t make out the first two, but the third player is definitely young phenom Giovanni Dos Santos).  The ad features a play on words: the Mexican national team is referred to as “La Seleccion”, or The Selection.  The tagline, “La Seleccion Autentica”, refers both to the team and Cacique, which is presumably The Authentic Selection. The main problem? It is not clear, especially when far from the billboard, what is being advertised.  I see the World Cup/Mexican national team clearly, but have to get close to see that the brand is Cacique. Not a clear connection.

• New York: Multicultural Statistics on the World's Official Melting Pot
• Who Said the US Doesn't Follow Its Own Soccer League?
• Hispanic? Latino? None of the Above
• March Madness Goes Digital
• CPG Advertising to Hispanics: Poised for Growth