Choosing LOVE over SEX to win Puerto Rican consumers' hearts

Sorry Valentine's Day haters, but the season to spread the love is here.

Like it or not, it's time to cue the love songs, clean the flower vases and pay a visit to the Hallmark's section of your favorite store. For advertising and marketing. it's time to break the pattern and leverage on this usually missed opportunity.

Saint Valentine's is often overlooked because there's not enough time to create something worthy right after the holidays. Some colleagues blame the decision makers for being too heartbroken (or cold-hearted) to see the weeks prior the V-Day as an outlet to build love for their brands and give back to their customers. Since I'm a believer, I hope that the upcoming days prove me wrong.

Whether you believe it is a true holiday or just a marketing ballyhoo, most women I know dig love and everything else that promises finding, enhancing or extending the lifespan of the elusive feeling.

If you are one of the few that still thinks that sex sells but love doesn't, try again keeping in mind that most shopping decisions in Puerto Rico rest in female hands.

Still in doubt? Try this! Find an all female party of two or more and ask them the following questions

1.  Which of the following films have you seen? The BreakUp, The Proposal, The Ugly Truth, He is not that into you.

2. Which of the following movies have you seen more than once? Pretty Woman, Don Juan De Marco, How to lose a guy in then days, Dirty Dancing, The Notebook.

3. Which of the following movies have you seen? (Yes, more movies.) Marriage and other 4 letter words, Portrait of an affair, Fashionistas, Manhunters.

To finalize your conclusions you must know that the answers provided for question #3 are names of porn films (do not reveal this fact).

Without doubt sex sells to men (and to some women too). But does love can also do the trick? I believe it can and I bet the producers of Grey's Anatomy, The Bachelor and Tough Love would agree.

For the believers' reading pleasure and inspiration, here's my wish list of initiatives I would LOVE to see

"Free for all? In 2010?!!!"

The official answer to the question is a big YES!!! I'm sharing ideas and experiences without disclaimers or hidden costs. The only dollar sign I foresee in the horizon is near a nominal membership fee if we ever exceeded the quota of exclusive members. (It will only apply to new members.)


What motivates me to commit to this is that the last 15 years represent a very rewarding professional journey. It’s been a privileged to work and learn from great local (and global) clients and colleagues. Even I still have many miles ahead; I feel it’s time to return the favor.

As Anais Nin once said, “my ideas usually come not at my desk writing but in the midst of living”. And apparently, I’ve been living intensely since July'09, when the world became global headquarters for the idea creation and strategic planning taking place in my head. As a result, ideas have been piling up at a rate much faster than what clients’ budgets can handle.

It seems only fair to share them through this blog before their expiration date, hoping they will help colleagues, clients and friends in their quest for business solutions.

As aware as I am that no one knows everything, I look forward to read posts of members sharing a different point of view. It’s only a matter of time until this blog takes a life of its own. Considering the initial feedback, am excited to see it has the potential to transform into a digital version of a brainstorming room.

2010, the year to make things happen!!!

We all have our hopes high for the 2010. There's this general optimistic spirit that has many of us jumping around waiting for the great things to come. If you are one of us, keep in mind that now that the New Year is here the waiting is over and it's our turn to make things happen.

I wish all the best for the next 12 months and look forward to hear from you and continue working with those who trust my expertise to help make bolder and better creativity and strategies.

To begin 2010 stretching the gift giving spirit of the holidays, I invite you to take the poll on the right column and let me know the topic you wish to read about next.