Who’s the Jefe?
Some Hispanic men may still be machistas.
But in most Hispanic households, Mamá is the one who runs things.
That’s why advertising aimed at anyone in a Hispanic home often tends to be more effective when it addresses Mom, too.
A lot of the time, she’s the decision maker.
Even when it may not be obvious.
And even when she doesn’t flat-out say “no” or “buy this,” in most households she still exerts a strong influence.
Consider this example.
English-language breakfast cereal ads generally target: whom?
That’s right.
Kids.
And they tend to focus on fun and flavor.
As does the following English-language commercial for Honey Nut Cheerios, which plugs the cereal’s sweet honey flavor, the magic compass decoder prize inside, and the “cool games” on the back of its box.
So who do Spanish-language spots target?
The mother.
And they tend to focus on the cereal’s health and nutritional values.
As does the following Spanish-language cereal commercial, which urges mothers to protect their children against anemia by giving them Kellogg’s Corn Flakes for breakfast because the vitamins A and C they contain can help triple the body’s ability to absorb iron.
Why the difference?
Simple.
The English-language spot expects the child to decide what the mother will buy.
The Spanish-language commercial knows the mother will decide what her child eats.
See, in Latino homes, Mamá still knows best.
And that’s something advertisers need to know, too.
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Next time we’ll talk about two other important values Hispanics hold dear.
And why they should be important to you, too.
Stay tuned.
