Hershey's made a call to avoid generic Spanish, employing a term known mostly to Mexicans and slightly confusing to other Latin American consumers, according to AdAge. It started a campaign pushing its cajeta flavoring, known in many countries as dulce de leche. The issue illustrates a problem facing may online marketers - who often see their ads showing up in different countries and interpreted in different ways - and one that is particularly common among marketers to Hispanic audiences. While studies continue to show the enormous growth of the Latino demographic in the U.S., these figures can be a bit deceiving, as they comprise an amalgamation of many different cultures and often quite different language sensibilities. Said an Hershey's executive, defending the decisive move, "We use the term because 67 percent of all Hispanics are Mexican, and we're targeting Mexicans." As the vast brunt of the media campaign comprises various traditional media, the targeting isn't available to send the ads solely to that two thirds of the audience.