Recently, I had the pleasure of connecting with the Minneapolis design firm Cue to discuss their organization’s redesign of the popular tequila brand el Jimador. The tequila was introduced in 1994 and has since become the top selling tequila in Mexico, competing in a saturated market of over 1,300 existing tequila brands. Responding to competition within an increasingly changing demographic base in both the U.S. and Mexico, el Jimador needed to find new ways to appeal to the new multicultural consumer. I was fortunate to spend a few minutes speaking with Ed Mathie, the managing director for Cue, about their efforts to strengthen el Jimador’s brand expression, and get an inside look at how engaging and value driven brand strategies are developed and implemented.
Today, the Dallas based pizza franchise Pizza Patrón will launch a one-day marketing effort to connect with its burgeoning Latino consumer base. For a three-hour period, Pizza Patrón will give away free pizza pies to customers who order in Spanish. This seemingly low-key promotion tactic has actually sparked controversy for the pizza chain–mainly from critics who feel rewarding those who order in Spanish is discriminatory. Good or bad, controversy surrounding the marketing stunt has given Pizza Patrón plenty of publicity. Is there a place for controversy in marketing campaigns, even those that reference Latinos?
At last month’s LATISM conference, I couldn’t help but notice that the majority of attendees and presenters were Latina. I realize this observation should not be a surprise, as Latina bloggers continue to influence the online world. But this being my first social media conference, I found it a refreshing divergence from the typically male dominated worlds of computers and technology. Every day, these social media mavens provide highly valued content to their peers throughout the nation and internationally. Many brands have jumped on board with their advertising dollars. Those who haven’t would be wise to take notice.
When seeking to connect with Hispanic communities, it is important to consider the various factors that determine how Latinos view themselves and the world around them. The diversity of Latin-American cultures and nationalities, the use of Spanish language, and levels of acculturation in the U.S. are just a few of these factors. Insights based on these can resonate with Latino audiences and deliver value. This also implies that marketers should develop distinct and relevant brand messages for Hispanics. But what is a brand to do when Latino branded messages appear to be in conflict or too differentiated from the general market brand message?