Category
Lifestyle
Assisted Choices
Trend cluster
Category
Biculture
Branding
Brands launch campaigns that illuminate the bilingual space in the US.
2.4
Trend score
Trend
What is the Biculture Branding trend?
Biculture Branding: As brands become more conscious of what academics call the "Latino media gap," many are emerging with bilingual campaigns that provide a more accurate representation of the multicultural makeup of the American population. Given that bicultural Americans are often living between the world of their roots and their modern home, such Spanish-speaking campaigns that illuminate the experience of the US bicultural space serve to provide the population with accessible and honest representation.
Trend themes
Themes within the Biculture Branding trend
Three behaviours holding the trend together01
Bicultural Representation
More brands are launching bilingual campaigns to provide accurate representation of multicultural consumers.
02
Bilingual Advertising
Brands are increasing bilingual campaigns to engage Hispanic consumers and acknowledge their bicultural reality.
03
Influencer Marketing
Brands are partnering with Hispanic influencers to target young Hispanic consumers living in the US.
Industry implications
What the Biculture Branding trend means for industry
Where the trend changes the playbookFor
Marketing
Marketing professionals can reference these trends to better understand how to engage with multicultural consumers through bicultural representation and bilingual advertising.
For
Ad Agency
Ad agencies can leverage these trends to provide targeted bilingual campaigns and accurate representation of young Hispanic consumers.
For
Beauty
Beauty industry professionals can adopt influencer marketing strategies to connect with young Spanish-speaking consumers and promote relevant products.
Workshop question
How can you represent your consumer market as a community to enhance emotional connection?
Trend signals
Trend signals for Biculture Branding
Trend score 2.4 out of 10, from popularity 38%, activity 28%, freshness 8%.
Popularity38%
Activity28%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
South America
Evidence
Examples of the Biculture Branding trend
8 featured examples from Jul 30, 2015 to May 24, 2017CategoryLifestyle
Bilingual Cereal Commercials
This Cheerios Commercial is in Spanish with English Subtitles
Opportunity for food companies to create marketing campaigns that resonate with diverse audiences and include multicultural perspectives.
CategoryMarketing
Celebratory Spanish Language Commercials
This Commercial Features Untranslatable Spanish Phrases
Retailers can use bicultural advertising techniques to connect with diverse customer groups and build stronger brand loyalty.
CategoryMarketing
Bilingual Christmas Campaigns
Target Created a Spanish Version for Each of Its 2016 Holiday Ads
Retailers could create bilingual advertising campaigns to engage with diverse communities and appeal to a wider audience.
CategoryMarketing
Boxing Bicultural Beer Ads
This Macho Ad is the First Tecate National Campaign in the US
Disruptive innovation opportunity: Embrace diversity and inclusivity in advertising campaigns to effectively reach and connect with bicultural consumers.
CategoryMarketing
Influencer-Crafted Shampoo Ads
Dove Partnered with Blogger Karen Monserrat for Its Dermacare Line
The collaboration between Dove and Karen Monserrat demonstrates how influencer marketing can be leveraged to promote beauty and personal care products.
CategoryMarketing
Latin Rental Car Commercials
The Enterprise Rent-A-Car Spanish Commercial is Tagline-Focused
The car rental industry can benefit from implementing multicultural marketing practices to reach growing consumer demographics.
CategoryAutos
Bicultural Road Trip Ads
This Fast-Paced Goodyear Commercial Follows One Man Through 53 Cities
Advertising agencies can create more inclusive campaigns targeting under-represented demographics.
CategoryMarketing
Cultural First Job Ads
The McDonald's 'First Customer' Fast Food Commercial is Hispanic-Focused
Fast food companies can create more culturally diverse advertising campaigns to better connect with their customer base, such as showcasing community values and cultural pride.
