Verizon’s Total Brand Targets Latino Audience with Super Bowl Ad on Univision

In a strategic move to connect with Latino audiences, Verizon’s Total by Verizon prepaid brand is set to make a significant impact with a new 30-second advertisement during the Super Bowl on February 11. This major play will be featured during the first commercial break in the second quarter, but not on the traditional CBS broadcast. Instead, it will air on Univision, the nation’s largest Spanish-language TV network, which secured the rights to the event.

Angie Klein, President of Verizon Value, emphasized the importance of the Latino audience to Total by Verizon’s consumer base. “We are committed to reaching them authentically and in language,” Klein stated in an email to Fierce. The decision to debut the advertisement on the Univision telecast is a testament to this commitment.

The move by Verizon follows a trend of telecommunications companies targeting the Spanish-language market. For instance, a decade ago, Sprint’s then-CEO Marcelo Claure starred in an ad directed at the Hispanic market. Additionally, T-Mobile US had previously partnered with Univision to launch Univision Mobile, an MVNO that later came under the management of Ultra Mobile.

Total by Verizon, introduced in fall 2022 following Verizon’s acquisition of TracFone and its various prepaid brands, is designed to compete directly with prepaid rivals like Metro by T-Mobile and AT&T’s Cricket Wireless. The brand offers no-contract single-line and family plans on Verizon’s 5G network, international calling options to countries like Colombia, Peru, and the Dominican Republic, and roaming in Canada and Mexico. It also includes features like Disney+ in its Unlimited data plans.

Klein highlighted the brand’s broad device range, promotional offers, and accessibility, with a presence in over 50,000 national retail locations, including Walmart and Target. “With our growing fleet of exclusive doors in urban areas, we are there to meet customers where they want to shop,” she added.

Total by Verizon is also expanding its physical footprint in the U.S., opening hundreds of stores across the country, even as rivals close shops or pivot to online-only strategies. Klein noted the significant expansion of Total by Verizon stores, including more than 50 in the greater Los Angeles area alone. According to Wave7 Research, the brand had 378 stores open as of November, with plans to open several thousand more.

The Super Bowl ad and the expansion of Total by Verizon stores reflect the brand’s commitment to providing tailored services and benefits that resonate with the Latino community, aiming to connect families globally.

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