Cultural Authenticity

Brands recognize diverse cultural identities to strengthen relationships

Implications - Though the Hispanic market is rapidly growing in terms of purchasing power, it remains largely under-served in the commercial marketplace. Brands are beginning to take notice, seeking to create an authentic connection with the Hispanic consumer by incorporating traditional cultural practices, holistically and without Americanization. The use of bi-lingual campaigns or Latino spokespeople communicates that brands are prioritizing the Hispanic population, and the lack of forced assimilation gives these campaigns credence.
SCORE: 4
This Year and Mild Top 6 Examples: 5,270 Total Clicks Jan 15 - Jan 16
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DEMOGRAPHICS
Consumer Insight Topics: MarketingCommercials
Bilingual Cereal Commercials - This Cheerios Commercial is in Spanish with English Subtitles
SCORE: 4.5
Warm 2,942 Clicks Pub: Jul 30, 15
Bilingual Cereal Commercials
This Cheerios Commercial is in Spanish with English Subtitles
This emotional Cheerios commercial is a heartfelt window into multicultural society from the General Mills brand. Considered a campaign that touches on the “new Latino” demographic, the... [More]
Familial Fast Food Ads - The KFC 'Together' Campaign Highlights Family Dinner Traditions
SCORE: 4.8
Warm 1,379 Clicks Pub: Jul 22, 15
Familial Fast Food Ads
The KFC 'Together' Campaign Highlights Family Dinner Traditions
The KFC ‘Together’ campaign is an attempt by the popular fried chicken restaurant chain to appeal to the Hispanic market, which is growing in both size and importance in the USA and... [More]
Celebratory Spanish Language Commercials - This Commercial Features Untranslatable Spanish Phrases
SCORE: 3.7
This Year and Mild 284 Clicks Pub: Jan 22, 16
Celebratory Spanish Language Commercials
This Commercial Features Untranslatable Spanish Phrases
This past spring, Target lunched a unique ad campaign that involved using untranslatable Spanish phrases to connect with Hispanic consumers. Many Hispanic consumers, particularly Millennials,... [More]
Bachata Fast Food Ads - This McDonald's Ad Attempts to Lure Hispanic Customers
SCORE: 3.9
Untested 130 Clicks Pub: Jul 22, 15
Bachata Fast Food Ads
This McDonald's Ad Attempts to Lure Hispanic Customers
This McDonald’s ad uses a popular Hispanic personality to target one of the USA’s most important marketing demographics. The ad, created specifically for Spanish-language television,... [More]
Celebrated Latino Collaborations - High-Profile Names Lend Authenticity to Hispanic Marketing
SCORE: 1.7
Untested 437 Clicks Pub: Jan 21, 15
Celebrated Latino Collaborations
High-Profile Names Lend Authenticity to Hispanic Marketing
With the purchasing power of the Hispanic market rapidly growing, brands are becoming increasingly invested in targeting Latino consumers. One of the most successful methods for reaching out to... [More]
Untranslatable Spanish Ads - Target's 'Sin Traduccion' Ad Highlights Uniquely Spanish Moments
SCORE: 2.9
Untested 98 Clicks Pub: Jul 22, 15
Untranslatable Spanish Ads
Target's 'Sin Traduccion' Ad Highlights Uniquely Spanish Moments
This new Target ad is labeled ‘Sin Traduccion’, which translates to ‘Without Translation’ and implies that only those with an intimate knowledge of Spanish and Hispanic... [More]