In the past few years I’ve seen an increase in mainstream advertisements focused on multicultural markets, in particular of Hispanic consumers. From bilingual ads on primarily English networks to the use of very stereotypical multicultural situations in ads, there has been a very visible effort from marketers to gain loyal Hispanic consumers.
Unfortunately, a lot of these efforts were as subtle as a sledgehammer. The ads were done in such a way that, while targeting the Hispanic market, it was definitely segmenting it away from mainstream audiences. That may be effective, but it’s going to be successful with a very narrow focus.
I am pleased to see that a more subtle form of marketing is breaking through. From the Skype commercials focused on immigrants (who would need low-cost ways to call “home”) to the M&Ms commercials featuring William Levy, the casting and choice of actors in these helps target the ads. The use of actors with a darker skin tone or mild accents in shoe sale commercials, grocery store ads and back-to-school promotions all promote the actual sale to everyone, while subtly targeting the Hispanic consumers.
Target’s use of the “Ula Ula” song is a great example of this. If you mute the music, it looks like every other Target commercial you’ve ever seen. And, visually, it is. But they’ve chosen to use “Ula Ula” from Argentina’s Illya Kuryaki And The Valderramas as the music, and that changes the tone and the market reached. (I’ve included this below.)
At Hispanicize 2013, a Hispanic marketing conference held annually, I heard from a lot of big brands about the future of multicultural marketing. Many of them stated that they see a move away from separate marketing for all the different cultures they serve, and towards once unified message and campaign with subtle differences based on audience. I think we’re seeing the beginning of that.
- Target Summer Commercial Song 2013? Listen To Argentine Illya Kuryaki And The Valderramas Perform ‘Ula Ula’ : Latin Times