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 ads, the brand enlisted the help of 11-year-old Venezuelan-American actress Kylie Cantrall, to play the same role in both commercials.
As part of its bilingual Christmas campaign, Target decided to give each of its 16 holiday ads a Spanish language counterpart. As a result, Cantrall, who plays Marisol in the ads, spoke English and Spanish for each of the respective ads, creating a sense of continuity between both campaigns. As Target’s senior vice president of marketing Rick Gomez explains, "We’ve moved away from separate marketing plans and separate efforts focused on the Hispanic guest from the general market."
Target's bilingual ad campaign demonstrates that brands are increasingly moving towards more integrated and holistic campaigns when it comes to marketing to Hispanic consumers.