Category
Lifestyle
Assisted Choices
Trend cluster
Category
Cultural
Narrative
Brands borrow themes from telenovelas to connect with consumers.
2.8
Trend score
Trend
What is the Cultural Narrative trend?
Cultural Narrative: Given the context of traditional media that sees the Hispanic population underrepresented, many brands are launching conscious efforts that aim to form connections through powerful cultural narratives. Borrowing from themes central to the telenovela, such campaigns aim to resonate with consumers on an authentic level related to cultural preservation, in addition to the power of the medium as a means of establishing an emotional bond between consumer and brand.
Trend themes
Themes within the Cultural Narrative trend
Three behaviours holding the trend together01
Cultural Preservation
Brands are increasingly borrowing themes from traditional cultural narratives to create authentic connections with consumers.
02
Telenovela-themed Marketing
Brands are tapping into the popularity of telenovelas to create new flavor in their marketing campaigns.
03
Targeted Hispanic Campaigns
Brands are targeting Hispanic audiences with culturally informed initiatives that reach out and establish connections with vital underserved markets.
Industry implications
What the Cultural Narrative trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
The retail industry can gain by tapping into unique business strategies that engage audiences in culturally salient ways.
For
Media and Entertainment
The film, TV, and entertainment industries can leverage culturally informed narratives to create more inclusive stories that appeal to broader multicultural audiences.
For
Dental Care
Healthcare providers can benefit by targeting specific demographics such as Hispanic audiences with community support and tailored oral health initiatives.
Workshop question
Which cultural touchpoints could you incorporate into your brand image? How would you do so?
Trend signals
Trend signals for Cultural Narrative
Trend score 2.8 out of 10, from popularity 39%, activity 37%, freshness 8%.
Popularity39%
Activity37%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Cultural Narrative trend
5 featured examples from Jan 20, 2015 to Jul 4, 2016CategoryMarketing
Telenovela Spicy Snack Campaigns
'Botanas Del Cielo' is a Telenovela-Inspired Four-Part Series
Food and beverage companies can use branded telenovela campaigns to showcase new products and create a more memorable brand experience for consumers.
CategoryLifestyle
Telenovela-Inspired Baseball Commercials
The 'Mi Amor Dos' MLB Giants Ad is Passionately Fun
Disruptive innovation opportunity: Developing unique advertising approaches that combine sports themes with popular cultural elements to attract a wider audience.
CategoryMarketing
Hispanic Oral Hygiene Campaigns
Colgate's Oral Health Month Campaign Targets Hispanic Families
Opportunity for oral care companies to create targeted campaigns and products for specific demographics such as Hispanic families.
CategoryArt & Design
Sensational Telenovela Installations
Alex Da Corte's New Show Features the Fruits of His Studies
Incorporating interdisciplinary art studies and hands-on experiences to nurture creativity and new perspectives.
CategoryLifestyle
Culinary Creativity Webseries
#TuTwist Stars Latinas Who Passionately Create in the Kitchen
Disruptive innovation opportunity: Introduce new food and beverage products that align with the diverse and evolving preferences of consumers.
