Five Ways to Reach Hispanic Marketing 2.0

September 17, 2015

Key Takeaways

  1. Move away from the data to think about the people and the culture. “With multicultural consumers often we focus on the data instead of asking how they grew up and what was important to them,” says Hincapie. People have more than one identity, and the understanding of what it means to be Hispanic is changing.
  2. Talk to Hispanic consumers, not at them. Heineken is not a Caribbean product, but it is a badge brand for the Caribbean community. So Heineken finds ways to talk authentically to Caribbean consumers without pretending that it’s a Caribbean brand.
  3. Understand the differences between generations of Hispanic consumers. Heineken’s Tecate brand is Mexican, but younger Mexican-Americans, who are reinventing what it means to be Hispanic in the United States, don’t need the beer to scream “Mexican.” They are proud of their heritage and at the same time want to share that experience with everyone else, so the Tecate “Born Bold” campaign ran in English.
  4. Figure out which brands to promote with which segments. Heineken has turned its regional teams into sub-segments of creative. Instead of handing ideas down from the national team, Heineken focuses on giving local teams the right tools to win.
  5. Look beyond ethnicity towards culture. Hincapie notes, “We are reaching a stage where multicultural becomes general market.” Soccer, for example, is a cultural strategy and not a Hispanic strategy for Heineken.

"Keynote Interview: Getting to Hispanic Marketing 2.0." Edwin Hincapie, Multicultural Commercial Marketing Manager at Heineken, USA and Steve Smith, Editorial Director of Events at MediaPost. MediaPost Engage: Hispanics Conference, 9/17/15.

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