National Gypsum Lands Innovative Hispanic Marketing Partnership…with a Red Grasshopper?

September 18, 2007

CHARLOTTE, N.C.--(BUSINESS WIRE)--National Gypsum, one of the world’s leading producers of gypsum wallboard and related products, has just sealed an innovative three-year marketing partnership and it all hinges on…a red grasshopper. Say what? Hispanic television legend “El Chapulin Colorado,” translated “the red grasshopper,” is the new face of National Gypsum for its Hispanic customer base. The iconic insect, which has charmed worldwide Spanish-speaking audiences for nearly 40 years, will appear in all of National Gypsum’s Latino marketing materials across the country’s top Hispanic markets. “El Chapulin Colorado is a very powerful character known for his honesty, integrity and ability to get the job done,” said David Drummond, director of marketing for National Gypsum. “His popularity transcends all Hispanic nationalities and across all generations, so the selection for him to represent National Gypsum to increase brand awareness of our products among Hispanic construction workers is perfect.” A quick survey of the construction industry landscape reveals Hispanics are well on their way to becoming the majority end-user of all construction materials. Of special interest to National Gypsum, a 2004 survey conducted by the Occupational Outlook Handbook revealed 49.6% of all drywall installers, tapers and ceiling tile installers in the United States are Hispanic.

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