This year’s Super Bowl has given brands a roadmap to engage Latinos.  I have always believed that what doesn’t get measured doesn’t count because it doesn’t generate action.  That is why the We Are All Human Foundation partnered with Synapbox, to do real-time measurement of Latino engagement with Super Bowl ads.  We now have additional data that supports and advances what we already know with real specificity about ads that scored high with Latinos. 

In order to build for future success, more and more companies understand that the U.S. Latino market must be a critical piece of their growth strategy.  The smart companies know that in the not-so-distant future, they cannot be profitable without selling to Latino consumers.  The smartest agencies know that engaging Latino consumers must inform the entire communications process, from data to insights, from creative development to production and media choices. 

Measuring the Latino audience engagement this year gives us plenty of tangible information to plot a roadmap for brands to create communications that reflect us authentically.  Even more, I think we can cut through some residual marketing truisms that don’t apply as Latinos shift from niche to mainstream marketing status.  

Some months ago, We Are All Human released our second Hispanic Sentiment Study, following up on our first study in 2018.  We learned from this round of research that Latinos feel better about ourselves than we did just five years ago.  We are reclaiming our Latinidad, our pride in who we are — our food, our language, our heritage, our values.  We are also more united than ever before — a huge shift coming from a community with origins in 26 different countries, and that has always been fragmented and divided by its differences. We are now more united by our similarities, by our belief in progress and the American dream.  

We want to be seen, heard and valued. We feel the risk of exclusion as a consistent concern.  We don’t feel our values are reflected in media.  We don’t feel they are reflected in big brands.  But if we look at this year’s Super Bowl, there are some key insights that can be applied.
 

Representation Matters.  Diversity Matters.

For years, we have said that representation matters.  Sometimes, what counted as representation lacked the cultural nuance and authenticity.  And sometimes the Latinos in commercials were caricatures that said less about the community than it did about others’ perceptions of us.  

But the data tells us a more complex and interesting story.  A top performer was Doritos “Dina + Mita,” which supercharges Latino respect for our abuelas into a delightfully over-the-top comeuppance for a young guy who dares to grab the last package of Dinamitas as the women near the shelf.  Because it felt genuine, was executed really thoughtfully, what might have been a stereotype became an archetype.  

We also learned something else.  Spots do not have to be artificially diverse.  You don’t need to tick off all the ethnic or racial boxes in a single spot or campaign. It feels artificial and contrived.  Advertising just has to reflect the diverse reality that is the United States.  Reece’s “Yes,” hit that mark perfectly. 

Values Are a Unifying Guidepost

The complexity of the Latino demographic has felt daunting to some marketers.  Brands have historically been unable to make sense of that and, for that matter, the community itself was traditionally too focused on our differences rather than the values we share. 

We may come from 26 different countries, have different religions, political beliefs, cross ethnic and racial lines, but we have found that our values cross all these divides.  We believe in family.  We are hard-working and resilient.  We believe in progress, in the American Dream, in community  All of which feeds our optimism. 

Optimism translates easily to humor.  We connect with humor, with spots that are funny or uplifting.  Post-pandemic, humor seems to be a universal language — even recognized at Cannes this year with its own category. 

But in fact the most-watched spot this year was Poppi’s “The Future of Soda,”  a rookie entry in the Super Bowl that reached close to 30 million viewers.  It struck a chord with both mainstream and Latino audiences.  It was about values, and it’s easy to see how Poppi’s better future with better choices would resonate with Latino love of family and community and belief in positive change. 

But we also know that Latinos love brands that are not only going after our wallet but also care about our future.  Brands that demonstrate community involvement tied to very tangible efforts that allow us to see you on the ground in our communities create the greatest loyalty.  So we must remember that communications telegraph commitment but it must be complemented with grassroot marketing, seeing brands invest in our non-profits, our schools, our causes.  

Latino Values Are American Values

Latinos are completely at peace with feeling both 100% Latino and 100% American.  And as the younger generations, mainly born in the States, comprise larger segments of the total population, we are seeing Latino Values cascade towards American values.  We are also seeing Latino values become American values.

The best example of the cross-cultural union  in the Super Bowl was the Michelob ad “Superior Beach” with Lionel Messi, Jason Sudeikis and Dan Marino.  It put a Latino star in a very competitive environment and created this very heroic, aspirational scene, then connected it seamlessly with American culture, Ted Lasso, American football.    It spoke to us, it felt inclusive, 100% American and 100% Latino, and I think that’s why it resonated so well.

Understand Where Generational Differences Count

When it comes to generations,  I remain somewhat obsessed.  It is not so much that I believe that everything has to be micro-segmented for different Latino generations, but I am aware that our youngest generations are larger and driving our future.  So I don’t want to disregard it.

First-generation Latinos have some language barriers and are on the wrong side of the digital divide. Media choices are critical if you are reaching them.  The second-generation Latinos definitely fall into the space where they are 100% Latino/100% American, and that is more about how creative speaks to them.  Third-generation and beyond connect less with their cultural roots but don’t be fooled by it.  They still define themselves as Latinos and you need to connect to it, while also recognizing that they lean more heavily into brands that are more socially active, more engaged with the community. 

The NFL has understood that their future lies with younger audiences, so last year’s spot with Diana Flores was spot on.  And this year’s “Born to Play,” shows the NFL’s active involvement in creating opportunities for young football fans all over the world.  Both of these spots have both the universality to attract multiple audiences but also touch the emotional drivers of younger Latinos. 

The Biggest Lessons

We are measuring the Latino market meaningfully. Hats off to Cristina De La  Peña for the wonderful work that Synapbox is doing. 

Measurement gives us a roadmap for the future.  And we have some business cases that are compelling.  Strong, consistent measurement is the best way to track a market that is growing by leaps and bounds. 

And I think it is pretty clear in the advertising community that Latinos expect brands to portray them authentically in relevant and respectful ways.  

But if there is one thing brands should takeaway, it is that you have to take the big bet.  If you are going into the Latino market, go all in.  Built a strategy in the way you would for any growth market. For that matter, take us seriously as the future mainstream market.  Latino purchasing power is already over $2 billion and it continues to get larger.  Think of us as the 7th largest economy in the world, because that is where we would place.  Brands that show their love to Latinos will find that they are building customers for life.