“Multicultural marketing has certainly evolved, especially over the last few years. While I believe most corporations have their best intentions in mind, some can be considered ‘dull’ and/or ‘insensitive’, sometimes reinforce stereotypes,” Santa Monica College Public Relations Professor AJ Adelman said, “It’s the job of their advertising, marketing and public relations agencies to advise clients on campaigns that represent diversity, inclusion and equality for all.”
Barbie is introducing a new Dia De Los Muertos collection consisting of two new collectible dolls designed by Mexican designer Benito Santos. According to Barbie, the collection features a doll modeling a “bespoke black dress with white and red detailing, a dramatic mermaid lip and a cropped bolero jacket.” The collection also includes a ken doll dressed in a traditional charro outfit with long tight fleshy pants. and a bolero jacket Benito Santos had taken inspiration for these dolls from the popular Hispanic holiday Dia de los Muertos showing the dolls with their painted faces.
Target is partnering with over 90 smaller Latino brands. Target describes the motive behind their campaign as a hope “to show recognition to Latino communities during Latino Heritage Month and beyond – offering products that bring joy to our guests while highlighting Latino-owned and established brands.” Items for sale range from graphic t-shirts with the phrase “corazon latino”, earrings that say “chula” and “Millennial Lotería”.
Peloton is leading 3 bilingual tunes from popular Latin artists. In addition to these classes, the company announced a $100,000 donation to the Hispanic Scholarship Fund, a partnership they are continuing.
Macy’s is running a charity drive to benefit the Hispanic Federation by asking customers to donate and collect purchases. Macy’s Chief Diversity, Equity and Inclusion Officer Shawn Outler released a statement on behalf of the company saying that “recognizing the contributions, culture and impact of Hispanic Americans is integral to Macy’s mission to build a future brighter for our colleagues, customers, and communities.”
DC Comics released new covers for popular titles featuring the titular heroes eating various Latin American foods. One such cover features Green Lantern holding a Mexican flag with an eagle and corn. This cover paid homage to “Madre Patria”, a famous mural in Mexico by Jorge Gonzalez Camarena. DC later decided to change the cover to Green Lantern holding a bag of Tamales, a traditional Mexican dish, with a banner reading “Viva Mexico” in the background.
These ideas from the corporations themselves have attracted the attention of SMC students as well. Diana Ventura, a first-generation SMC student, says, “I love the fact that they’re representing the Hispanic community, now they’re trying to be more equal by giving a taste to let everyone know that we all have importance, so I’m glad they’re doing it and that people from other cultures can see our culture.” When asked how they felt about these campaigns suddenly being in support of SMC’s Hispanic culture, student David Garcia said, “I think in the middle of it all, we obviously live in a white society, so we we want equality, progress is progress, they’re obviously avoiding this culture, but it’s still good.”
The strategies these companies have pursued to gain a wider audience have undoubtedly given them press. Target, Barbie, Peloton and the Macy’s marketing team have done their job and reached their desired audience and will continue to promote Hispanic heritage throughout October.
