By:Â Alexandra Campuzano, guest blogger
Through elementary school I was always mortified when my mom packed my lunch. I never got a peanut butter & jelly sandwich, a bag of chips and a juice box.
I was always the kid who had bistec (steak), rice and maduros (fried plantains).
How ethnic! How embarrassing!
At thatÂ age I did a lot of things to fit in with the kids (any kids, not just the cool kids) at school.
I listened to English radio stations, I read books in English, spoke English at all times.
My Hispanicness never left me.
At times, it haunted me.
Today, and for the last few years, I have done everything but try to slough my Hispanic roots.
I’ve come to accept, embrace and LOVE my dark hair, olive complexion, bilingual skills, and ability to cook Bolivian, Cuban, Puerto Rican, and Peruvian dishes.
I am Hispanic and I love it!
One of the best things about being Hispanic-American is the ambidexterity that comes from living in the US and having been raised Hispanic.
The millions of other Hispanics, including myself, are a force to be reckoned with.
And, finally, advertisers understand the buying power of Hispanics.
In the past few years, advertisers and the media have started notice the burgeoning Hispanic population.
More and more, big name companies are launching efforts aimed solely at Hispanics.
Johnny Walker launched a recent campaign focusing on young, hip Latino artists.
Will Johnny Walker have a mainstream campaign?
But this effort to have a separate campaign and use artists that are influential with Hispanic consumers is a big exclamation mark. It marks an acknowledgement of powerful group of consumers.
Coca-Cola is another powerhouse who has dedicated and time and dollars to the Latino market.
During the World Cup they invested a pretty penny in an interactive campaign that allowed users to create celebratory videos and share them with friends.
While, the videos could be shared with anyone the content was in Spanish, zeroing in on Hispanic viewers.
The emergence of Latino celebrities (Pitbull, Jennifer Lopez, Selena Gomez, George Lopez) has certainly helped this change in advertising.
These celebrities are not only dominating the billboard charts, the box office and TV they are also launching their own clothing lines, record labels, and serving as spokes people for different brands.
Their fan and follower base might be composed of Hispanics but they are also attracting mainstream fans and attention.
Latino celebrities are not the only ones grooming a Latino fan base.
Last week Tom Hanks stopped by the studios of Despierta America to promote his new movie “Larry Crowne.”
Later that week Cameron Diaz dance a little salsa and Selena Gomez stopped by the set to meet some fans. While both are of Hispanic descent, very seldom are they seen actively participating in Spanish programs as widely seen as “Despierta America.”
While, I enjoyed the segments on “Despierta America” and I am most excited to hear about the many new and innovative ways advertisers and agencies alike will take on as they continue to woo Latino consumers.
Alexandra Campuzano is an Account Manager at Univision Interactive Media and a freelance writer. Admittedly, sheâ€™sÂ a social/new media fan who enjoys seeing its evolution. In balance, sheâ€™s mildly infatuated with elephants and fashion; be it magazines, websites, blogs, or spotting new trends close to home. Writing and yoga twice keep her mind in a good place. Her background in PR and interactive media has helped her understand the impact social media, advertising and PR have on our society.Â She is a proud Golden Panther (Go FIU!) who drinks too much coffee and can be followed on Twitter (@Ale_Phant).
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