@Latin Content Marketing: Pepsi Talks ‘Cultural Fluency’

The Latin Content Marketing Forum came to a close Tuesday afternoon with a presentation from Javier Farfán, the Senior Director of Cultural Branding for Pepsi, who introduced attendees to 'Cultural Fluency' and how Pepsi uses 'cool content' to engage audiences.

As part of his introduction, Farfán reminded the audience that Pepsi (under his leadership) was the first to bring reggaetón to the U.S. "We discovered Daddy Yankee, Wisin & Yandel, etc. when many people thought U.S. Latinos didn't want to be a part of it," Farfán told a full house at this week's Latin Content Marketing Forum in Miami.

Pepsi Co.'s insights are not only based on 'coolness' but on hard data as well: Based on current data, Latinos will be a definite force driving culture in the U.S. and the shift in population trends only means marketers have to rethink the way they connect, interact and respond.

"We are going after millennials," says Farfán. "And by 'we' I mean 'we' not me. We [marketers] must adopt a more dynamic cross-cultural mindset."

In presenting Pepsi's new mindset, which has to do with avoiding separating consumers into "ethnic" groups, Farfán said: "We must move from segregating ethnic groups to celebrating commonalities."

What makes all this possible is what Farfán calls 'cultural fluency,' meaning a way in which a brand can create a really cool thing by diving in, and participating in it, not only sponsoring a program.

For marketers attending the forum, Farfán had a few words of wisdom:

  • -Build affordable, sustainable content strategy (focus on what you stand for as a brand, your pov)
  • -Be a platform for action (inspire people todo)
  • -Be useful (curate content they really care about. Talk about people not products) get people to like, love and want to participate
  • -Meet audiences where they are (make sharing simple, syndicate, go mobile)

He offered plenty of examples, but to name a few: Sierra Mist's partnership with Mexican chef Aaron Sanchez to create content, in English and Spanish, that will drive audiences to a YouTube page featuring Sanchez cooking Mexican food.

Another, more recent example is Brisk Bodega, a program born in Los Angeles targeting Latino and urban youth featuring radio personality Chuey Martinez @Chueymartinez and filmed entirely in East Los Angeles.

Laura Martinez (@miblogestublog)

Laura has lived and worked as a journalist in Mexico, Chile, Argentina and the U.S. She was the founder and editor in chief of Marketing y Medios magazine, an English- language trade publication devoted to explaining the Hispanic market to a non-Spanish speaking audience of executives and marketers. Prior to that, she was responsible for creating and launching the Spanish-language edition of the Wall Street Journal. She was also the creator and founding editor of Entrepreneur magazine´s Spanish-language Web site www.SoyEntrepreneur.com. She is fluent in Spanish, English and French and works as a freelance writer and editor in New York City.


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