Big brands are using hipper, more sophisticated campaigns with Latin celebrities and parties to help connect with consumers.
When Western Union and Johnnie Walker designed their new nationwide marketing campaigns this year they chose to put Hispanic artists and Miami venues at the center of their efforts — a move that reveals that Hispanics are becoming more relevant in U.S. marketing.
The latest U.S. Census data has captured the interest of many chief marketing officers, says Emil Morales, senior vice president and general manager for TNS, a market research company. “The trend for 2050 is that 125 million people in the U.S. will be of Hispanic origin. Growth is going to come from this segment and companies that don’t get into this market now will be late for the party.”