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Cinco de Mayo is officially here! It’s the one day a year when everyone digs deep to unlock their inner Mexican roots, put on a sombrero, and eat their weight in guacamole. And while the holiday actually marks the Mexican victory over France in the Battle of Puebla in 1862, brands are becoming more aware of the marketing opportunities that the day brings.
According to Nielsen, Latinos hold $1.2 trillion in purchasing power, and are 54 million strong in the United States. That’s a huge segment of people and dollars that big brands are fighting for. Additionally, in the last few days alone, #CincoDeMayo has been tweeted more than 22,000 times – before the actual celebration! It’s no wonder that more and more brands, such as Taco Bell and Corona, are creating more multilingual and multicultural content to try to win this consumer group. Not only are brands talking, but they are getting us all to join in on the buzz.
So if you are a brand or advertiser trying to get a slice of the Cinco de Mayo torta (cake), here are some tips to keep you out of hot water: celebrate diversity, keep it good-natured, and avoid linguistic faux-pas.
Otherwise we hope you enjoy the holiday. ¡Feliz Cinco de Mayo!