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Humorizing Hispanic

Marketers take a comedic approach to connect with younger Hispanics

Implications - Marketers looking to tap into the Hispanic Millennial market are opting for a lighthearted, humorous approach. The success of these campaigns reveals that Hispanic Millennials possess the same self-aware, self-reflexive sense of humor as their Caucasian counterparts, able to poke fun at stereotypes on both a generational and cultural level.
Workshop Question - How could your brand better connect with specific segments of the consumer market to create a more authentic connection?
Trend Themes
1. Humorous Hispanic Marketing - Marketers targeting Hispanic Millennials are opting for a lighthearted approach, using humor to connect with the demographic on a generational and cultural level.
2. Community-oriented Marketing - Marketing campaigns are focusing on community-oriented topics such as cultural pride to create a wholesome connection with Hispanic audiences.
3. Bicultural Advertising - Ad campaigns targeted at bilingual consumers who navigate between Mexican and American culture seek to maintain a connection with the demographic in the US, leveraging iconic Hispanic athletes to appeal to the audience.
Industry Implications
1. Marketing & Advertising - Humorous and community-oriented campaigns are emerging as ways to connect with Hispanic Millennial audiences.
2. Food & Beverage - Beverage companies such as Bud Light and Tecate are reaching Hispanic audiences with Spanish language commercials that leverage culture-specific values and celebrity endorsements
3. Fashion & Apparel - Fashion brands like Old Navy are using satirical commercials to appeal to both young viewers and budget-conscious parents.
2.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
5 Featured, 39 Examples:
110,796 Total Clicks
Date Range:
Oct 15 — Jul 16
Trending:
Untested
Consumer Insight Topics:

Featured Examples

play_circle_filledSatirical Fast Fashion Commercials
Satirical Fast Fashion Commercials
This Old Navy Campaign Teaches Moms About Cool Clothes
Actress Judy Reyes stars in this Hispanic Old Navy campaign that promotes the fast fashion retailer’s Back to School sale. Playing a mom who drives her son to school on the first day of classes,... MORE
Humorous Hispanic Accounts
Humorous Hispanic Accounts
Social Media Star Lejuan James Shares Snippets of Life as a Latino
With more than 500,000 followers on Vine and over a million on Instagram, it’s safe to say that LeJuan James has reached the status of a social media superstar. As a Dominican and Puerto Rican,... MORE
play_circle_filledBoxing Bicultural Beer Ads
Boxing Bicultural Beer Ads
This Macho Ad is the First Tecate National Campaign in the US
This brooding new commercial for Mexican lager Tecate Light marks the beginning of the brand’s first national campaign in the United States. Brewed by Mexican Heineken subsidiary Cuauhtémoc... MORE
play_circle_filledFun-Encouraging Beer Ads
Fun-Encouraging Beer Ads
The El Bud Light Party 'Estamos Unidos' Super Bowl Spot is Lighthearted
Being that Nielsen reported Bud Light as being the choice beer for 45% of Hispanic and Latino-Americans, the El Bud Light Party ‘Estamos Unidos’ Super Bowl spot is well-timed. Featuring... MORE
play_circle_filledCultural First Job Ads
Cultural First Job Ads
The McDonald's 'First Customer' Fast Food Commercial is Hispanic-Focused
In an effort to connect more closely with it’s customers, the McDonald’s ‘First Customer’ fast food commercial highlights an important milestone in a teenager’s life.... MORE

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