THE ONE SIZE
fits all
CHALLENGE
Navigating the complexities of the U.S. Hispanic consumer landscape requires a nuanced understanding of its three primary language segments: English-dominant, bilingual, and Spanish-dominant individuals. Many advertisers grapple with the challenge of effectively reaching all three groups simultaneously, often constrained by limited budgets and personnel who may lack bilingual or bicultural expertise.
This case study delves into these challenges and showcases the comprehensive solutions that 2Cultural offers to help clients successfully engage this diverse audience.
We will examine how even a highly successful campaign, such as Snickers' "Fix the World" featuring Luis Guzmán, faced obstacles in resonating across all Hispanic language segments.
To provide context, here's the original SuperBowl 2020 Snickers "Fix the World" commercial:
The Snickers "Fix the World" Super Bowl commercial, which aired during Super Bowl LIV in 2020, was a continuation of the brand's successful "You're Not You When You're Hungry" campaign. The ad humorously suggested that feeding the world a giant Snickers bar could remedy societal issues, featuring a large crowd singing about the world's problems and dropping an oversized Snickers into a massive hole. Daily Commercials
Campaign Success Metrics:
Audience Reach: Super Bowl LIV attracted approximately 193.8 million viewers in the U.S., providing significant exposure for the ad. Marketing Charts
Humor Appeal: The ad was noted for its humor, with Ace Metrix recognizing it among the funniest ads of 2020. Acemetrix
Cultural Impact: The commercial featured actor Luis Guzmán, adding a familiar face to the narrative and aiming to resonate with a diverse audience. iSpot.tv
Missed Opportunities in the Hispanic Market:
Despite these successes, the campaign did not fully capitalize on engaging the Hispanic market:
Cultural Relevance: While featuring Luis Guzmán provided some representation, the ad's content did not specifically address or resonate with Hispanic cultural themes or values, potentially limiting its impact within this demographic.
Language Accessibility: The commercial aired primarily in English during the Super Bowl, which may have reduced accessibility and relatability for Spanish-speaking audiences.
Market Potential: The Hispanic community in the U.S. represents a significant consumer segment, with substantial purchasing power. By not tailoring the campaign to engage this audience more directly, Snickers missed an opportunity to strengthen brand loyalty and increase market share within this growing demographic.
Now, the following spot was designed to engage the Spanish-Dominant segment that was completely left out in the original campaign and perhaps some part of the bilingual segment that leans more to the Spanish side. This Spanish version of the spot that aligned with the "fix the world" campaign featuring Luis Guzman provides that continuity of the Hispanic celebrity presence in line with the original campaign.
Take a look:
Pros:
A Spanish-language spot was produced, highlighting an effort to engage the Hispanic audience.
The production quality aligns well with the original campaign's style and guidelines.
The casting of Luis Guzman and the actress is an excellent choice, offering great demo representation.
Cons:
The spot lacks the necessary context to serve as a seamless extension of the original campaign. Without this context, the connection to the original joke is lost, resulting in a diluted version of the campaign. In our view, this approach feels more like a box-checking exercise to fulfill client requirements, rather than delivering the most impactful and authentic Hispanic version of the spot possible.
The script feels like a direct translation from English to Spanish, with no added Hispanic flavor, humor, or cultural relevance. It misses the opportunity to resonate meaningfully with the target audience.
The final tagline proves this point—it's simply a direct translation from English:
"EL MUNDO ES UN MEJOR LUGAR CUANDO ESTÁ SATISFECHO"
"THE WORLD'S A BETTER PLACE WHEN SATISFIED"
This misses the mark in capturing the essence and cultural nuance needed for a truly Hispanic-focused message.
"EL MUNDO ES UN MEJOR LUGAR CUANDO ESTÁ SATISFECHO"
"THE WORLD'S A BETTER PLACE WHEN SATISFIED"
This misses the mark in capturing the essence and cultural nuance needed for a truly Hispanic-focused message.
At 2Cultural, we are experts in navigating cultural complexities, drawing from our deep lived and professional experiences. Our commitment goes beyond just fulfilling client needs – it extends to the Hispanic communities that trust us and count on us for authentic representation.
We don’t just offer the safest, most neutral opinions. We challenge the status quo, pushing boundaries and driving bold, impactful changes that make a real difference. Our goal is to make big waves for your project, ensuring it resonates powerfully and meaningfully within the cultural context.
With 2Cultural, you’re not just getting a service – you’re gaining a partner who is dedicated to taking your project to the next level and making it unforgettable.