# Biculture Branding Brands launch campaigns that illuminate the bilingual space in the US. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Apr 12, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/biculture-branding ## Key Figures - Trend score: 2.4/10 - Evidence articles: 8 ## 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. ## At a Glance - Evidence: 8 featured examples - Articles from: Jul 30, 2015 to May 24, 2017 - Published: Apr 12, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America ## Themes within the Biculture Branding trend ### Bicultural Representation More brands are launching bilingual campaigns to provide accurate representation of multicultural consumers. ### Bilingual Advertising Brands are increasing bilingual campaigns to engage Hispanic consumers and acknowledge their bicultural reality. ### Influencer Marketing Brands are partnering with Hispanic influencers to target young Hispanic consumers living in the US. ## What the Biculture Branding trend means for industry ### For 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 for Biculture Branding Trend score 2.4 out of 10, from popularity 38%, activity 28%, freshness 8%. - Popularity: 38% - Activity: 28% - Freshness: 8% ## Examples of the Biculture Branding trend 8 featured examples from Jul 30, 2015 to May 24, 2017. - [Bilingual Cereal Commercials](https://www.trendhunter.com/trends/cheerios-commercial): This Cheerios Commercial is in Spanish with English Subtitles (Category: Lifestyle) Implication: Opportunity for food companies to create marketing campaigns that resonate with diverse audiences and include multicultural perspectives. - [Celebratory Spanish Language Commercials](https://www.trendhunter.com/trends/untranslatable-spanish): This Commercial Features Untranslatable Spanish Phrases (Category: Marketing) Implication: Retailers can use bicultural advertising techniques to connect with diverse customer groups and build stronger brand loyalty. - [Bilingual Christmas Campaigns](https://www.trendhunter.com/trends/bilingual-christmas): Target Created a Spanish Version for Each of Its 2016 Holiday Ads (Category: Marketing) Implication: Retailers could create bilingual advertising campaigns to engage with diverse communities and appeal to a wider audience. - [Boxing Bicultural Beer Ads](https://www.trendhunter.com/trends/tecate-national-campaign): This Macho Ad is the First Tecate National Campaign in the US (Category: Marketing) Implication: Disruptive innovation opportunity: Embrace diversity and inclusivity in advertising campaigns to effectively reach and connect with bicultural consumers. - [Influencer-Crafted Shampoo Ads](https://www.trendhunter.com/trends/dermacare): Dove Partnered with Blogger Karen Monserrat for Its Dermacare Line (Category: Marketing) Implication: The collaboration between Dove and Karen Monserrat demonstrates how influencer marketing can be leveraged to promote beauty and personal care products. - [Latin Rental Car Commercials](https://www.trendhunter.com/trends/spanish-commercial): The Enterprise Rent-A-Car Spanish Commercial is Tagline-Focused (Category: Marketing) Implication: The car rental industry can benefit from implementing multicultural marketing practices to reach growing consumer demographics. - [Bicultural Road Trip Ads](https://www.trendhunter.com/trends/goodyear): This Fast-Paced Goodyear Commercial Follows One Man Through 53 Cities (Category: Autos) Implication: Advertising agencies can create more inclusive campaigns targeting under-represented demographics. - [Cultural First Job Ads](https://www.trendhunter.com/trends/fast-food-commercial): The McDonald's 'First Customer' Fast Food Commercial is Hispanic-Focused (Category: Marketing) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)