Culture

Hispanic Heritage Month: Many Brands Have Missed The Mark But A Few Have Done It Right

Hispanic Heritage Month is here again: it runs from September 15 to October 15 this year. The celebration of Latinidad in the US was made official when in 1968 president Lyndon B. Johnson signed into law “National Hispanic Heritage Week.” Set to begin on September 15, the week celebrated the independence of a few Latin American countries including Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, Mexico, and Chile. The celebration is great and perhaps originally con las mejores intenciones, but it errs in grouping a whole continent’s diversity into a single group. But well, peor es nada. 

So let’s be positive and see the glass half full. These four weeks are a great opportunity to celebrate our Latino roots. Many brands also see this month as a chance to connect with the Latino market, which is a profitable and expanding demographic in the United States. However, and this is a huge “but”, sometimes marketing people try a bit too hard to connect and end up with messy campaigns that end up just perpetuating damaging stereotypes. For every good idea there seem to be three or four that just miss the mark. 

Hey, here’s a job idea: cultural adviser! Let’s change the ratio and have most brands understand the values and issues we really care about

Credit: gabbyzapata / Instagram

Being aware of what Latinos think and want is key in the highly competitive US market, as Claudia Romo Edelman wrote in AdAge: “Hispanics by more than two to one (68 percent) feel their values are shared by other Americans. And those values are vital: family, work, education, and security for themselves and particularly for their children. They still believe in the American dream (69 percent), saying overwhelmingly that if you work hard you will get ahead (80 percent or greater across generations). Yet, barely half (54 percent) say they see their values reflected by major brands, similar to the number for media and pop culture (55 percent)”. Ouch! This speaks volumes about the lack of a true understanding of how fundamental the Latino market is for any business. 

Because some gringos just don’t get it, like Coffee-Mate branding something as Latino by adding flavors that no one associates with un rico cafecito

Credit: Digital image. Nestle marketing campaign

First of all, it is not a tradition to add Chocolate Abuelita or Lechera to your coffee. We mean, some people might do it, but it is not widespread. Second of all, what on Earth is your “inner Latino”? This campaign is just plain terrible. As Sue writesin the blog Phglesbian.com: “What the hell are you going to do to honor Black History Month? ‘Inner sassy black woman?’ What about Pride Month? ‘Inner queen? Touch your inner lesbian?’ This is a fail, Nestle, and Americans of Hispanic descent deserve better. Maybe you need to cough up some donations from a campaign that’s already on the shelves to help undo the damage”. Yes, queen!

Coffee-Mate, you are just digging a deeper grave for yourself! Yes, all Latinos are salsa-dancing sex-crazed hombres y mujeres…

Credit: Digital image. Nestle marketing campaign

Seriously, WTAF. They did just went there: sexualizing Latino culture is one of the cardinal sins of cultural appropriation and harmful stereotyping. 

And of course, Twitter got up on arms.

Credit: @artistmarclax / @cafenowhere / Twitter

We had never put the famous abuelita and the notion of a Latin lover together…. nothing against older adult intimacy… but just don’t, OK, just don’t. 

But… but… margaritas must contain tequila, right?

Credit: @Sobieski_Vodka / Twitter

Even a very inexperienced bartender or any tío organizing a carne asada knows that a margarita is made with lime juice, crushed ice, salt, and tequila, right? Well, apparently not, at least according to Sobieski vodka. Yes, according to this brand you can replace the very Mexican tequila, which has a denomination of origin, with vodka. First of all, vodka and tequila taste nothing alike. Second… why?

Bringing together family and war.

Credit: US Marines. Promotional campaign

Yes, there are many Latinos who proudly serve in the US military. However, it is a bit tricky to try to appeal to a certain particular demographic by appealing to the emotional connection that most Latinos feel to the notion of family. This is a sort of positive pat on the back that, however, is very complex given the huge life decision that enrolling in the military entails for soldiers and families. This is a borderline case of marketing that does speak to Latino values but simplifies a very intricate issue. 

Dear Macy’s, you could at least get the grammar right, perhaps?

Credit: 1567029508_HHM-Type (1). Digital image. Macy’s

Macy’s understands the importance of the Latino market not only because of local customers but also due to the huge amounts of tourists from Latin America that shop in their stores. It is all good… but they could do better with their campaign copy. “Unidos en cultura” makes no sense at all! Perhaps they meant “Unidos por la cultura”? The English slogan is “United by Culture”, so the translation feels like a half-hearted effort to appeal to “ethnic customers” (really, that is how gringo marketing lingo describes us!). Really, it is not that hard, we are sure that you have at least 50 bilingual, Spanish-speaking staff in your offices, so please do better next time. 

So to do it right why not get… I don’t know… actual Latinos to be part of the creative team? That’s what Nike did with the Los Primeros collection!

Credit: f6zulwr0fvmehebpfdb7. Digital image. Nike.

What a great way to create collection kicks while really digging deep into the Latin American soul. Nike describes this collection as follows “Honoring Latino Heritage Month, Los Primeros showcases distinct cultural expressions from four Latin American artists’ ancestry atop four iconic Nike silhouettes”. We don’t want to be puritans and say that international brands cannot celebrate Latino identity, but it is better if they do it right. Exactly what Nike did. This is the One Heart version of the classic Cortez sneaker, and it was created by Chilean artist Inti following patterns from indigenous textile art. That is how things are done, acknowledging that half of our Latino heritage derives from the proud original owners of the land that is now the American Continent. 

And look at this amazingly weird but very Latino fashion statement.

Credit: wvndm0ug4y1oehwiza71. Digital image. Nike

Few sneakers are as iconic as Air Jordans, and these beauties are decorated by Brazilian artist Pomb, a sensation in the street art world of Sao Paolo. Can we just get a pair already? We could totally rock this with a cool Mitú t-shirt!

Coca-Cola is a marketing genius… but have they done more harm than good to Latino communities?

Credit: hispanic-heritage-month-28-07PM-copy-604-337-dfbf7803.rendition.584.326. Digital image. Coca-Cola.

There is no denying that Coca-Cola has created one of the smartest and most memorable marketing campaigns in history. For Hispanic Heritage Month, they have created promotions that include creating personalized cans and bottles with Latino last names, as well as cans with temporary tattoos celebrating Latino identity. However, Coca-Cola has been linked to high rates of obesity, particularly child obesity, in countries like Mexico. We mean, celebrating a culture involves the general well being of society at large, right? 

READ: Vandals Destroyed A Hispanic Heritage Month Mural At Duke University And Here’s How Students Fought Back

Notice any needed corrections? Please email us at corrections@wearemitu.com

Get Ready! Bad Bunny Set To Perform Historic Online Concert To Celebrate Hispanic Heritage Month

Entertainment

Get Ready! Bad Bunny Set To Perform Historic Online Concert To Celebrate Hispanic Heritage Month

Emma McIntyre / Getty Images

Notice to all Bad Bunny fans! This is not a drill! The reggaetonero is officially back on stage with an historic concert planned for this weekend (September 20).

In recent weeks, Bad Bunny has been silent on social media. “Goodbye, I’m gone,” he said to his fans on May 19, telling them that he wanted to take a break after the release of his album YHLQMDLG last February, then again after his surprise drop of Las que no iban a salir.

But now the singer appears to be gradually making his musical comeback. Just a few weeks ago, San Benito published an unreleased track in which he sends a message to those who criticized him for seemingly going quiet with so much going on in the world. Confident that there are bigger problems in the world, El Conejo Malo sings, “They are fighting because they gave me the title of composer of the year but not for what really matters.”

Bad Bunny will be taking the stage for a free concert this Sunday!

Credit: Uforia / Univision

In an announcement, Uforia, The Home of Latin Music, said that they’d be conducting exclusive live stream performances once a month until the end of the year under the banner of Uforia Live. And Bad Bunny is the first artist to launch the series!

“We are extremely happy to celebrate the richness of Latin culture during Hispanic Heritage Month with this one-of-a-kind live broadcast experience,” said Univision Radio President Jesus Lara.

“We are proud to present Bad Bunny’s artistry, which has had such a profound impact on our culture and the music industry in general,” he continued.

“Bad Bunny is one of the most popular artists in the world. He constantly manages to break international barriers of language and stereotypes, becoming a global icon of culture and entertainment.”

For all you San Benito fans, the concert will take place on September 20, is completely free, and will be available to watch on Bad Bunny’s YouTube channel, Twitch, and the Uforia app. Stay tuned because Uforia will soon announce the details on upcoming dates and artists.

Although Coronavirus has had a major impact on the music industry, Bad Bunny has found ways to keep himself plenty busy.

Credit: Emma McIntyre / Getty Images

Despite spending most of the year in quarantine in his native Puerto Rico, Bad Bunny has been extremely busy. From gracing magazine covers and making history in the process to surprise releasing an entire album, Bad Bunny has kept his fans on their toes.

The reggaetonero was also set to perform two sold-out shows on October 30-31 at San Juan’s Hiram Bithorn stadium, but they’ve been canceled in the wake of Covid-19. So this will be the first chance for San Benito fans to witness live renditions from his record-breaking 2020 album YHLQMDLG, and, if we’re lucky, from his follow-up surprise album Las Que No Iban a Salir.

The “Yo Perrea Sola” singer also collaborated with Dua Lipa, J Balvin, and Tainy on a hit single, “Un Día (One Day)”. He’s also set to be recognized with the Hispanic Heritage Award for Vision in recognition for his impact as an artist and activist.

Notice any needed corrections? Please email us at corrections@wearemitu.com

Latinas Are Sharing Their Most Treasured Memories Of Their Abuelos And It’s Exactly What We Needed This Month

Fierce

Latinas Are Sharing Their Most Treasured Memories Of Their Abuelos And It’s Exactly What We Needed This Month

Buda Mendes / Getty

When it comes to celebrating our Latinidad, there’s no denying that Latinos need much more than a month to celebrate our accomplishments, cultures, and contributions. Still, since 1988, people across the country have used Hispanic Heritage Month to commemorate the contributions of Latin Americans in the United States. This month, just like every other month, we’re recognizing and celebrating our Latinidad by sharing stories and moments from our followers.

Recently we asked Latinas on FIERCE to share their memories of some of the most influential Latinos in their lives: their abuelos.

Check out their sweet stories below.

“Ayy mis abuelos; I truly believe they were my soulmates. So many favorite memories. From my grandpa waking up early to start praying and writing his devotionals, to them sitting on the back swing HE MADE praying the rosary, playing backyard baseball with him & my cousins, my grandma sitting outside watching while croquets, watching novelas with her, they were the loves of my life, the sunshine my soul always needed to be happy….I’ll never trade any of my amazing moments with them. My angels; Catalina y Felipe Sustaita.” –melannram

“My abuelito passed away almost 10 years ago now, he was sick ever since I could remember so I was never able to make memories with him. Earlier this year I got to visit the rancho in MX where he raised my dad and tios. A little back story, I have this belief and connection to white butterflies. Whenever I see them or they cross my path I am convinced it’s my abuelito telling me that he’s near or watching over me🤎 anyways, on our way to the ranchito which I had only visited once before when I was about 4, we were guided by these hand sized white butterflies, it was absolutely beautiful. My abuelito really lead us to his casita in the rancho. I could feel his presence and happiness that his grandchildren had the opportunity to visit his home 🤎 this is my favorite memory, this is the memory that I cherish,
– a memory that brings me joy.” –sandra_larios

“Seeing my grandpa make my grandma a cocktail when she came home from a long day at work. He would leave her cocktail for her on the kitchen counter, so it was the first thing she’d see when she walked through the door. They taught me it isn’t always grand gestures, but a lot of the small ones that count.allimae2011

“My abuela started losing her memory early on but she always remembered the story of how she met our Abo until the day she passed. I was the type of kid that kind of resisted learning spanish, but hearing her tell those stories in her beautiful Puerto Rican accent made me fall in love with the language in a way I had never before. I owe my love of spanish and story telling to her. She was a wonderful story teller and I’ll always hold the fondest memories of sitting in her terraza with her 70s furniture, drinking cafecito, and talking about the man who made her fall head over heels in love.” –
alfonsina_mj

“Hearing them talk in the kitchen, drinking their coffee while listening to boleros.”- mel_aguirre1

“Making homemade tortillas with my ama.” – alwaysdulcee

“My Cuban 🇨🇺 Abuelitos riding in the back seat of their Mercedes and watching Abuelo open the door for Abuela every time. My Mexican 🇲🇽 side was making tortillas with Abuela and Abuelo teaching me to drive his truck. At 7 years old!” – brigittecasaus

“Making tamales for us just because.” – angierivera4265

“Cruising with my grandpa, building a studio with grandpa, changing the oil, tire, battery and learning to pump gas with grandpa. But my favorite one, him teaching me to read a clock with a song.” – 2ev37

“Meeting my grandma for the first time when she came to visit us in the US. I was 4 years old! It was so exciting because I would only speak to her in the phone and to finally meet her was a blessing. She was such an amazing lady ! She passed away 7 years ago. I wished she and I could of seen each other more often.” –_lizzylivvy28

“I would sit down on the little old sofa in our living room with my abuelito. He would tell me stories about him when we was younger. I always loved it when he would tell me the story about how he met my abuelita.” –
emigandar

“My grandparents weren’t together anymore, but they we’re 2 special people. My grandpa would always call at the crack of dawn on my birthday. I hated it as a kid, but loved it as an adult. And I’ve missed them the last few years of his life. My grandma would make our birthday cards and send them via mail. When we’d get them they would always be different. I miss those A LOT. They were always personalized and she knew details about the things I was going through so she made them specific to that. It was so special the little things they did for us. We lost my grandma 7 years ago and my grandpa a year ago in July.” –e_bonita89

“They raised me so having coffee with both of them. Eating watermelon with my grandpa and then reading together. Watching old movies together then taking naps. My grandma and I love watching novelas and then talk about them. I still walk with her to 26th street (little Village) or to our nearest aldi.” –melyssa.1997

“Mi abuela used to wake me up on weekends. She would enter the room singing “buenos días su señoría mantantirulirula”. She used to give me a hair brush, and while she was opening the window she would say “brush your hair hija, so the sleep will go away. I opened the window for it to go”. I would brush my hair and convince myself that I got rid of my sleepiness. My grandma is 90 now, and she’s still magic like this.” – iamevyi

“In 7th grade I missed the bus, and I hated missing school, and I cried the entire day because I was scared my parents were going to yell at me, and my grandma stopped my dad before he came in and told him what happened and how it was her fault I missed the bus, because she accidentally unplugged my alarm, even though it wasn’t true.”-
tinnaafaceee

“When my daughter was 6, I took her to visit my grandparents in Mexico. We arrived to the airport at night. It was crowded, a little disoriented, my baby seemed nervous as we were going through customs & she asked me “what if Grandpa can’t find us?”, Just then I saw movement through the large window ahead of us, it was my Abuelito, elbowing his way through the crowd, waving and smiling at us. He was always there when I needed him.” –magpieinaz

“Abuelos? Don’t have them. (Bad joke) They passed before I ever got to meet them. My parents never really talk about them, I think it’s too painful. I often wonder if there are any traits I have from them or if I do anything that my parents might say, oh she got that from my mom/dad. I’m happy my son has all 4 grandparents; I take a billion pictures of him with them.” –_nancysalto

melannramAyy mis abuelos; I truly believe they were my soulmates. So many favorite memories. From my grandpa waking up early to start praying and writing his devotionals, to them sitting on the back swing HE MADE praying the rosary, playing backyard baseball with him & my cousins, my grandma sitting outside watching while croquets, watching novelas with her, they were the loves of my life, the sunshine my soul always needed to be happy….I’ll never trade any of my amazing moments with them. My angels; Catalina y Felipe Sustaita ❤️

Notice any needed corrections? Please email us at corrections@wearemitu.com