
Celebrating Hispanic Heritage
Brands Leading the Way in Honoring Hispanic and Latinx Culture.
How Strategic Marketing is Driving Cultural Appreciation and Lasting Impact
Hispanic and Latinx Heritage Month has become a significant time for brands to embrace and honor these cultures while making meaningful connections with diverse audiences. As companies evolve to better reflect their values, they are designing culturally authentic campaigns that resonate with the Hispanic and Latinx communities, often blending marketing strategies with charitable efforts to drive real impact.
JCPenney’s Cultura is Strength Campaign: A Standout Example
This campaign not only shines a light on Hispanic and Latinx traditions and values but also intertwines them with charitable giving. The initiative blends cultural pride with a broader mission to support educational programs and scholarships for Hispanic and Latinx students and highlights the importance of going beyond mere recognition, demonstrating how brands can leverage their platforms to give back to the communities they are celebrating.

By featuring authentic Hispanic and Latinx voices and stories, JCPenney ensures their marketing approach reflects the vibrancy and diversity of these cultures. This authenticity creates a sense of belonging for their Hispanic and Latinx consumers, ensuring that they feel seen and valued.
Connecting With Audiences Through Authentic Storytelling
Many other brands have adopted similar strategies, utilizing culturally specific storytelling to connect with the Hispanic and Latinx community. Companies like Coca-Cola and McDonald's have long celebrated Hispanic and Latinx Heritage Month through bilingual campaigns and culturally relevant messages. These campaigns not only aim to sell products but also to honor the traditions, family values and contributions of the Hispanic community.

For example, Coca-Cola’s Orgulloso de Ser campaign featured personal stories from Hispanic and Latinx employees, highlighting their heritage and celebrating the sense of pride that comes with it. By tapping into real experiences, Coca-Cola not only honors Hispanic and Latinx culture but also strengthens its brand loyalty among Hispanic consumers.
The Broader Impact: Beyond Marketing
The impact of these campaigns transcends marketing. By authentically representing Hispanic and Latinx culture, brands help foster a more inclusive society and contribute to social change. Moreover, companies that combine their campaigns with philanthropic efforts, such as scholarship programs or community investments, are making a tangible difference in the lives of their Hispanic and Latinx consumers.
In an era where consumers expect more than just advertising, this form of purpose-driven marketing stands out. Brands that choose to intentionally and authentically honor Hispanic and Latinx culture not only strengthen their connection with a vital demographic but also align their corporate values with the needs and aspirations of the Hispanic community.
At The Phoenix, we also champion the power of diversity and inclusion, striving to give a voice to underrepresented communities such as the Hispanic, Latinx, Afro-Latinx and Indigenous populations. Like the brands mentioned above, we integrate culturally relevant and inclusive narratives into campaigns, for our client partners and ourselves alike, to authentically connect with diverse audiences. Celebrating cultural heritage and fostering inclusion drives forward the spirit of unity and support, making a positive impact in both the business and social landscapes.

For more insights on how brands are engaging with Hispanic audiences and driving change, check out this Forbes article on successful Hispanic Heritage Month campaigns.