Top Brands for Hispanic Consumers: Lessons from Marketing Leaders
Do you know the brands who are most effective at resonating with Hispanic consumers and the tactics they’ve used to achieve that success? Explore how these trailblazers leverage a deep comprehension of Hispanic consumer principles and self-identities to create compelling campaigns that foster brand love.
At Collage, we measure Cultural Fluency by gauging consumer sentiment across six key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement, referencing the unparalleled depth of data in our fluen.ci (SM) database.
These brand rankings illustrate Collage’s deep understanding of what works and why, and how we support the world’s leading brands in applying actionable insights that fuel growth. Our latest research has identified the top brands for Hispanic consumers based on average B-CFQ score and then deep dives into three specific brands that perform uniquely well with the segment:
Sony, Hershey, and Don Julio.
This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.
This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.
The Big Picture
Top brands steward Hispanic consumer’s cultural duality and embrace cultural specificity.
Why it Matters:
Understanding the dual nature of Hispanic culture, which blends historical and modern elements, is crucial for brands because it demonstrates cultural relevance, authenticity, and inclusivity. This also appeals to a broader audience that values diversity, shared values, and innovative, culturally sensitive marketing. By respecting and celebrating cultural nuances, brands can enhance their reputation, foster deeper emotional connections, and broaden their market appeal.
Each of these brands use segment-specific strategies that resonate deeply with this segment, while also appealing more broadly to other consumer groups through Halo Effects.
Sony’s Cultural Fluency with Hispanics is rooted in inclusivity and representation:
Product and content innovation ensures Fit by aligning with the segment’s Trail-Blazing Group Trait. Family-friendly movies that span decades increase brand Relevance with family-oriented Hispanics. Year-round support of the Hispanic community through partnerships, internal efforts, inclusive Spanish language initiatives, and representation in the music industry earns brand Trust and Advocacy.
Don Julio gains Trust with Hispanics by heavily leaning into its heritage:
Don Julio’s tequila Fits with Hispanics who enjoy drinking liquor brands from their country of origin. Marketing efforts highlighting current Mexican creatives and supporting Hispanic entrepreneurs boost Relevance and align with the segment’s Cultural Duality and trending attitudes. A smart collaboration with Sony builds on Fit and Values among Hispanics who want brands to help them connect with their culture.
Hershey understands the different needs of the Hispanic consumer:
Products that align with Hispanics’ love for chocolate, as well as healthier snacks, connect to Fit. An emphasis on bringing family and friends together through holiday recipes and family attractions boosts Memories and aligns with the segment’s Positivity Group Trait. The brand’s bilingual plant and active efforts to connect with the Hispanic community make it worthy of Advocacy and Values.
Interested in more? Contact us for additional studies on how to connect with Hispanic consumers, and to learn how to make your brand a winner with high-growth segments.