Since the World Cup, brands like Hyundai, ESPN, Corona and Dish Network have been running general market TV ads in English and Spanish to appeal to 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. This is due to the 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.
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 Communidad will run throughout the summer.
Like Corona, Hyundai produced a new ad from lead agency Innocean USA in both Spanish and English, along with ESPN’s mainstream Hispanic efforts include two ads featuring Pitbull around the NBA Finals and two “This is Sportscenter” ads for the network—the second time that lead agency Wieden + Kennedy has gone bilingual in the long-running campaign.
Why it’s hot:
Hispanics make up a big part of the US population and especially the millennial generation. As said by the svp of marketing for ESPN: “And if you’re talking about the other m word, ‘millennial,’ the composition of that audience is inherently multicultural. In order for brands to resonate with a younger, millennial, 18- to 34-year-old [and even younger audience], it’s important for us to appeal to them in a way that reflects the world that they live in.”
Here are some of the ads below:
ESPN sportscenter English: https://www.youtube.com/watch?v=nUclvaAJAzo