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Biculture Branding

Brands launch campaigns that illuminate the bilingual space in the US

Implications - 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.

Workshop Question - How can you represent your consumer market as a community to enhance emotional connection?
SCORE 3.4
Popularity
Activity
Freshness
Megatrends
Patterns
40,687 Total Clicks
Jul 15 - May 17
Mild
MarketingLifestyleDrinkingBrandingCommercials
Featured Examples
Bilingual Cereal Commercials - This Cheerios Commercial is in Spanish with English Subtitles
SCORE 3.6
Mild 6,347 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]
Celebratory Spanish Language Commercials - This Commercial Features Untranslatable Spanish Phrases
SCORE 2.4
Untested 527 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]
Bilingual Christmas Campaigns - Target Created a Spanish Version for Each of Its 2016 Holiday Ads
SCORE 4.3
Average 180 Clicks Pub: May 24, 17
Bilingual Christmas Campaigns
Target Created a Spanish Version for Each of Its 2016 Holiday Ads
This past holiday season, Target launched a bilingual Christmas campaign, which included Spanish language versions of each of its 16 ads. However, instead of hiring a different actor for the Spanish... [More]
Boxing Bicultural Beer Ads - This Macho Ad is the First Tecate National Campaign in the US
SCORE 2.7
Mild 214 Clicks Pub: Apr 12, 16
Boxing Bicultural Beer Ads
This Macho Ad is the First Tecate National Campaign in the US
This brooding new commercial for Mexican lager Tecate Light marks the beginning of the brand’s first national campaign in the United States. Brewed by Mexican Heineken subsidiary Cuauhtémoc... [More]
Latin Rental Car Commercials - The Enterprise Rent-A-Car Spanish Commercial is Tagline-Focused
SCORE 2.6
Mild 166 Clicks Pub: Apr 6, 16
Latin Rental Car Commercials
The Enterprise Rent-A-Car Spanish Commercial is Tagline-Focused
The Enterprise Rent-A-Car company has the tagline “We’ll Pick You Up,” and now that same though has been translated for a Spanish commercial from the brand. Focusing on the tagline &... [More]
Influencer-Crafted Shampoo Ads - Dove Partnered with Blogger Karen Monserrat for Its Dermacare Line
SCORE 2.5
Mild 168 Clicks Pub: May 24, 17
Influencer-Crafted Shampoo Ads
Dove Partnered with Blogger Karen Monserrat for Its Dermacare Line
In order to tap into the Hispanic market for its new Dermacare Scalp line line, Dove teamed up with beauty blogger Karen Monserrat. Of Mexican heritage and based in San Diego, Monserrat helped the... [More]
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