CMC study: Culture is key to reaching multicultural Gen Z | AMV BBDO, Pepsi celebrate soccer with "Fizz to Life" | Lowe's partners with Discovery's Hogar de HGTV
A study by the Culture Marketing Council looks at self-identifying characteristics of Hispanic and non-Hispanic Black teens and notes the unity they express in today's political and social climate. Brands are encouraged to exhibit cultural literacy when targeting these demographics, Nancy Tellet writes, adding, "Multicultural marketing cannot be 'niche' or a 'nice to have' marketing afterthought in a multicultural majority customer world."
AMV BBDO created a national "Fizz to Life" TV spot for Pepsi that ties into the brand's partnership with the Union of European Football Associations Champions League and will run in English- and Spanish-language versions. Esperanza Teasdale, who oversees PepsiCo's Hispanic Business Unit, says the Hispanic market is a priority audience with this campaign, adding, "If you just look at Hispanic consumers first, 81% say soccer's part of my blood."
Lowe's and Discovery's Hogar de HGTV are working together to reach Hispanic do-it-yourselfers through a multiyear, multiplatform sponsorship with exclusive content and merchandise. Starcom USA negotiated the deal, which will include insights from Horowitz Research.
Diversity has been a core value at Etsy for years, and the online marketplace has focused on promoting inclusion in ways that are authentic to the brand, Etsy trends expert Dayna Isom Johnson said. "That's why we're so attentive to the way we highlight our Black-owned and LatinX-owned shops -- people know they are supporting that community," Isom Johnson said.
Marina Filippelli, CEO of Orci, is encouraged by the marketing industry's focus on diversity, equity and inclusion, but she warns against checking boxes without meaningful action. Filippelli suggests hiring a consultant instead of rushing to hire, backing promises with time and money, and holding partners accountable to "make the agency's work stronger, more inclusive, more authentic -- and yes, more effective."
Brilla Media is giving brand marketers a Latinx entertainment platform for branded content, partnerships and revenue. The new platform will be used for festivals across the country, including: Los Angeles' Cinco de Mayo fest, starting May 1, the 116th Street Festival in New York on July 10 and the NuestroFest in Miami on Oct. 2.
Simon De Franca and Roberto Fonfria, founders of El Autobus -- recently purchased by Anchor Worldwide -- talk about fleeing Venezuela to make a new advertising start in Miami. "We've built a team of highly talented native Latin Americans that have created award-winning, original content. ... Now, we have a chance to scale our expertise in Hispanic marketing by teaming with Anchor," Fonfria says.
Join the Culture Marketing Council and TriNet as they host a free March 4 webinar: "Navigating a Remote Workforce | Today's Transition & Implementation Considerations." Learn how your business can prepare for long-term remote work by reviewing which positions should be transitioned to remote work, associated costs and how such a change effects recruitment and company culture.
Pew Research reports that 1 in 4 Latinas self-identify as afro-descendant, indicating that race and identity are incredibly interconnected. Join CMC in a conversation with three Afro Latina leaders looking at shared struggles and rich cultural creations in music, entertainment and sports.
