Problem How does a company with a decreasing budget continue to support salespeople who rely on ad support to target Hisapanic consumers? Solution Design a co-op strategy to sustain Hispanic media levels in key markets. Background Because Wrangler does not have its own branded retail outlets, its salesforce relies on target advertising in 28 key Hispanic mar- kets to sustain sales at retail accounts, which vary from large national department store chains to small single-location stores. With a decreasing Hispanic advertising budget, the Wrangler media plan required a successful retail media co-op program to appeal to a wide variety of highly competitive retail accounts. Objective The campaign was designed to drive store traffic and increase brand and image awareness among Hispanic mal

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