Sure, it’s not a coincidence that brands like Hyundai, ESPN, Corona and Dish Network have run general market TV ads in both English and Spanish during the World Cup, but that isn’t the whole story. Marketers also have been moved by the high crossover appeal of such efforts and the multicultural nature of the millennials they’re trying to reach.

Some brands, like Hyundai and Corona, have run versions of the same ad in English and Spanish, while others, including Dish and ESPN, have taken a Spanglish route, weaving Spanish and English words and phrases into single ads. Either way, the key is to have a universal message that will appeal to both audiences.

The shift toward mainstreaming Hispanic marketing coincides, of course, with explosive population and spending growth among Hispanics in America. Hispanics now comprise 17 percent of the U.S. population (up from 13 percent in 2000) and collectively spend more than $1.3 trillion each year, according to Nielsen and AHAA: The Voice of Hispanic Marketing (formerly the Association of Hispanic Advertising Agencies). And those numbers will likely continue to grow—with or without World Cup play.

For Corona, going bilingual “really broadens our opportunity to speak with Hispanic consumers through multiple vehicles,” said John Alvarado, vp of marketing for the beer division of Constellation Brands, which owns and markets the brand in the U.S. English and Spanish versions of Corona ads from Hispanic marketing shop La Comunidad will run throughout the summer. “Where traditionally most brands have spoken to Hispanic consumers through just Hispanic television, this allows us to speak to consumers through multiple spots. Most millennials are multicultural.”

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