American chain store Wal-Mart drew in the Hispanic market through a three year partnership with Univision Communications. Univision is America's largest Hispanic company that specializes in creating custom and community-themed content.
Spending nearly $60 million was worth it for Walmart who reached their desired Hispanic market through a series of culturally-focused advertising campaigns. A great example of the brand's new marketing direction includes advertising that features famed soccer stars and that appeals to the Latin American sport enthusiast.
Walmart is not the only large American company with a desire to appeal to the hard-to-reach Hispanic market. Making up a large population of the U.S., this demographic can be difficult to appeal to and has lead brands to explore new strategies like a focus on sub-cultures within the Latin community as well as the use of bi-lingual branding.