Discover the strategies top brands like Nike and Coca-Cola employ to resonate with Latino audiences, featuring insights from industry experts. This article highlights how authenticity and cultural respect are key to forging deep connections. Explore the impactful ways companies are celebrating and honoring Latino heritage and traditions.
- Nike Honors Latino Culture
- McDonald’s Celebrates Latino Heritage
- McDonald’s Culturally Connects
- Coca-Cola Respects Latino Traditions
- Goya Maintains Cultural Authenticity
- Target Embraces Latino Traditions
- Fenty Beauty Empowers Latino Consumers
Nike Honors Latino Culture
Sr. VP of Marketing Tristan Harris emphasized that Nike’s success with Latino audiences stems from their authentic connection with the culture, not treating it as an afterthought. “Nike has really nailed it when it comes to connecting with Latino audiences. Many of my Latino friends wear Nike clothes—especially the soccer jerseys and sneakers. The brand’s approach transcends product: they feature Latino athletes and celebrate cultural pride in their campaigns—tapping into sentimentality at a deeper level. They’ve even held local sports clinics in Latino neighborhoods and showcased rising stars, demonstrating real respect for the culture, not like it’s an afterthought.”
To foster a similar bond with Latino consumers, Tristan advises starting with honoring what they’re passionate about—whether it’s sports, music, or family traditions. He suggests that marketing efforts should focus on telling authentic stories, amplifying real voices, and showcasing role models from the community. Additionally, showing up at community events and promoting relatable campaigns can establish trust and inspire loyalty. Tristan believes that this “mindful approach” is key to building long-term relationships with Latino audiences.
McDonald’s Celebrates Latino Heritage
Digital Marketing Specialist Inali Patel highlighted McDonald’s remarkable efforts to connect with Latino audiences. She praised the brand’s approach to embracing Latino culture, rather than merely translating advertisements into Spanish. “From my experience, they’ve built a strong relationship with the Latino community by going beyond just translating ads into Spanish—they truly understand and embrace Latino culture. Their marketing campaigns often feature family, tradition, and shared meals, which resonate deeply. I’ve seen how they celebrate Latino heritage through initiatives like Ritmo y Color, highlighting Latin music and art, and their long-standing support for Latino education through scholarships. It’s not just about selling food; they’ve created a connection by recognizing and valuing the culture, making their brand feel familiar and welcoming.”
Inali emphasized the significance of celebrating Latino heritage through meaningful initiatives, such as highlighting music and art through campaigns like Ritmo y Color and supporting education via scholarships. She believes that McDonald’s efforts have created a bond of familiarity and warmth with the Latino community that goes beyond the products they offer.
McDonald’s Culturally Connects
Founder & CEO Justin Belmont commended McDonald’s for excelling in connecting with Latino audiences by fostering genuine cultural resonance. “They don’t just translate ads—they culturally connect. Their ‘Me Encanta’ campaigns tap into shared experiences, music, and family traditions, making their messaging feel authentic, not forced.
They also partner with Latino artists, influencers, and events to stay relevant. It’s not about selling a burger—it’s about making the brand feel like a part of the culture. That’s the difference between marketing to a community and actually resonating with it.”
Justin highlighted that McDonald’s goes beyond surface-level marketing by working with Latino artists and influencers, as well as supporting events that resonate with the community. This approach has elevated the brand from simply advertising to truly embedding itself within the culture, creating authentic and lasting connections.
Coca-Cola Respects Latino Traditions
CEO Marc Hardgrove highlighted Coca-Cola’s strong connection with Latino communities through their deep respect for cultural traditions and ideals. “Coca-Cola has an incredibly strong connection to Latino communities by showcasing the traditions that matter most to them. They also make it really specific—from sponsoring family-friendly activities to using colloquial Spanish in their marketing campaigns, they genuinely respect cultural ideals. I’ve watched them introduce playful special holiday packaging that evokes beloved Latin American celebrations, feeling like they really understand what makes those moments something special. That human element captures viewers, turning an ordinary soda into a shared experience.”
Marc advised that brands seeking similar success should focus on authenticity and consistency. He emphasized that it’s not enough to simply translate taglines; instead, marketing efforts should honor family ties, holiday traditions, and the cultural essence of celebration. Collaborating with community-representing influencers and spotlighting meaningful music, art, and customs can help brands speak from the heart and build lasting connections with Latino audiences.
Goya Maintains Cultural Authenticity
CEO Saddat Abid praised Goya Foods for decades of cultural authenticity and connecting deeply with Latino audiences. “Goya has successfully built loyalty across generations by respecting traditions and catering to diverse Latino communities with over 2,500 regionally-inspired products from Latin America, the Caribbean, and Spain.”
Saddat highlighted their slogan, “If It’s Goya, It Has To Be Good,” and how expansion to major retailers like Costco and Sam’s Club balances crossover appeal with core audience retention. Despite facing controversy in 2020 over political remarks, Goya’s commitment to authentic cultural representation has sustained their trusted position in Latino communities. Saddat sees their story as a powerful example of building lasting consumer relationships through genuine understanding.
Target Embraces Latino Traditions
SVP of Product and Client Experience Matt Harrison commended Target’s efforts to connect with Latino shoppers through culturally aware strategies. “Target excels in offering the right assortment and promotions tied to cultural traditions and everyday needs. They back this up with bilingual signage, dedicated store displays for cultural celebrations, and collaborations with Latino creators.”
Matt suggested that brands follow Target’s example by partnering with local Latino businesses, incorporating bilingual content, and celebrating cultural events through campaigns. He emphasized that showcasing Latino voices and engaging with the community helps build authentic and lasting connections beyond just sales.
Fenty Beauty Empowers Latino Consumers
Co-Founder Laura Kosmorsky emphasized Fenty Beauty’s success in connecting with Latino audiences through inclusivity and representation. “Fenty has created a space in the beauty industry where inclusivity is not just a marketing strategy, but a core value. Their wide range of shades and recognition of different skin tones resonates deeply with Latino consumers, who often feel overlooked in traditional beauty offerings. The brand embraces diversity in a way that empowers customers to feel seen and celebrated, reflecting values that are central to Latino culture: family, pride, and individuality. By focusing on authenticity and representation, Fenty Beauty has built a loyal and passionate following in the Latino community.”
Laura highlighted that Fenty’s focus on diversity and its understanding of cultural values—such as family, pride, and individuality—have created a meaningful connection with Latino consumers. She sees their commitment to representation and authenticity as key to building lasting loyalty and trust within the community.
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