Working remotely from Chile, Part I

I just arrived to Chile, the place where I was born, more or less, 4 decades ago. And today is my first working day from here and I decided to do it from some of the places where I used to work in the past: Santiago Centro.

After 4 years from my last trip, Santiago is different. Without Internet (no Uber, no Whatsapp) and too many changes in the city I feel like a foreign guy.

Certainly, my first option to get some Internet was Starbucks… bummer. For some reason, their Wifi works under a Firewall and I could navigate only in a bunch of sites. I spent $7 for nothing.

Second choice. I went to GAM, it’s a museum and art gallery. This place played an interesting role in the past, 35 years ago, if you are interested, google it. Well, It was impossible to connect the Wifi and also, the place was closed.

Third choice. I went to Centro de Extensión Universidad Católica. Finally, good Internet and reliable. Problem, only works in certain areas and if you would like to take the chance of a coffee, to will out of the range. Also, there’s no chairs to stay for a while.

Final choice of the day. Almost accidentally, I visited BLV Alameda. This is Food Court with many small stores, all of them very very nice. In this place I found a few restaurants (I tried Caesar Salad with a natural juice for $7) and the Wifi was great, fast, no firewall, etc. Also, there’re a restrooms for free. Limitations? You need to bring your computer fully  charged.

Well, I will continue my search and as soon as I get something new, I will put it here.

 

Eduardo


Planning to travel to South America? What about the North of Chile?

Chile is an easy country to visit. For U.S. citizens entering Chile must have a valid passport. U.S. citizens traveling to Chile for recreation, tourism, business, or academic conferences do not need to obtain a visa prior to their arrival in Chile. A Tourist Card will be issued for a stay of up to 90 days.

Santiago is the capital of Chile; it’s a cosmopolitan city with excellent hotels, restaurants, bars and shopping from tiny boutique and craft fairs to giant shopping malls. There are many social and cultural attractions such as art galleries, museums, theaters, opera and ballet, lively nightlife, parks, etc.

Because Chile is a very long piece of land, its extremes are very different; the North is hot and the South is freezing. Well, if you prefer places plenty of sun, certainly the north should be your destination.

In the North of Chile there are thousand of impressive places for visiting and we would like to recommend one: San Pedro de Atacama. Here you can find unique regions like Valle de la Luna, flamingo populations, and sand dunes. For one of the most spectacular places to spend a sunset, do not skip the desert.

The following video is a 360-degree video compilation about the driest desert in the World, the Atacama Desert. To enjoy this immersive video, please click on the video and move it in any direction to watch everything around. If you are using a mobile device, simply drag and drop with your finger to move the point of view of the video  Enjoy it!

 

Because we know that is difficult to image a place like this before to travel but we would like to recommend a website where you can visit “virtually” this place in www.chilein360.com. For sure, you will like to be there in your next vacations.


The Chilean Independence process

The Chilean Independence process

Napoleon’s invasion of Spain and the arrest of Fernando VII in 1808 were two of the fundamental factors in Chileans’ desire for independence. On 18 September 1810 the First National Government Junta was proclaimed and the process of autonomy and liberation from Spanish dominion was underway.

The first National Congress was elected, a Constitutional Regulation was drafted, Chile’s first newspaper La Aurora de Chile was published, and a national flag and coat of arms were created. 18 September is the national day and that is when the independence celebrations are held.

The patriots fight the royalists

The patriots’ initiative was rejected by sectors with ties to the Spanish crown opposed to the idea of independence. Both groups confronted each other militarily beginning in 1814 and the royalists, loyal to Spain, regained control of the country.

From exile in Argentina, Bernardo O’Higgins organized the liberating army and, together with José de San Martín, Governor of Mendoza, he crossed the mountains in 1817 and began the historic phase known as the Patria Nueva (New Homeland). After several confrontations with the royalist forces, the patriots were victorious and declared independence in February 1818. Bernardo O’Higgins was chosen Supreme Director of the nation.

Source: https://www.thisischile.cl/history/independence/?lang=en


Mexican Independence Day

Mexico Independence Day

Cinco de Mayo, a popular holiday celebrated in the United States, is often confused with the celebration of Mexican Independence.  But did you know that September 16th is really Mexican Independence Day and one of the biggest holidays celebrated among Mexicans?

In 1810, a priest named Miguel Hidalgo in the Mexican town of Dolores first issued the “El Grito de Dolores” or “cry for Independence”.  During Hidalgo’s famous “El Grito” speech, he motivated the Mexican people to revolt against the tyranny of Spanish rule.  He then led a poorly trained army to win several battles and after a decade of fighting, Mexico finally won their independence from Spain in 1821.

In Mexico, September 16th is a national holiday.  All government offices, banks, and schools are closed on this day and there are many parades and civic ceremonies across the country to commemorate Mexico’s independence. The Cry of Dolores is also re-enacted by local politicians in the public squares of most cities and towns throughout Mexico.

Similar to the 4th of July in the United States, Mexico’s Independence Day is celebrated with parties, festivals, bell-ringing, parades, and especially great food.  Some of the common foods used to celebrate this special day include traditional Mexican cuisine like tamales, Queso Fundido (Mexican cheese fondue), Birria de Borrego (Spiced Roasted Lamb), Pozole (a soup made of hominy and pork), Chiles En Nogada (a Mexican dish that has the colors of the Mexican flag), tacos, guacamole, and is washed down with a delicious margarita or tequila.

Whether you have a Mexican heritage or just love Mexican food – September is a great time to celebrate Mexican culture and try out the delicious and authentic flavors that Ramona’s Mexican Restaurant offers.

 

Source: http://www.ramonas.com/mexican-independence-day-facts-food-tradition/


Costa Rica's Independence Day Celebration

Costa Rica’s Independence Day is celebrated on September 15th.  It commemorates the independence of the entire Central America from Spain, which took place in 1821.  The news of the country’s independence reached the nation’s people about a month after the declaration of independence that occurred in Guatemala.

Following the independence, the first constitution of the country was soon embraced.  The celebration of the first elections in Costa Rica was held in December, 1821.  The first elected Chief of State was Juan Mora Fernández, whom did much for the advancement of his country and people, as well as promoted industrial and commercial development.

The Independence Day of Costa Rica has been declared an official national holiday in the country and is celebrated with much joy and cheerfulness.  The national holiday is marked by raising the National Flag, patriotic parades and the singing of the National Anthem. Even though September 15th is Costa Rica’s official Independence Day, festivities begin on the 14th, with the reenactment of the notification of Costa Rica’s liberation carrying the ‘freedom torch’.  At precisely 6:00 p.m., national TV and radio stations broadcast Costa Rica’s National Anthem, as the entire country sings along in a burst of patriotism.  Following the anthem, the popular ‘faroles’ parade begins – homemade lanterns symbolizing the original freedom torch.  Children in traditional costumes perform typical dances and then the fireworks begin.

Another important parade takes place on the morning of the 15th.  School bands march along with children wearing traditional dresses, dancing at the beat of drums and lyres.  During the vibrant and colorful processions, Costa Ricans, young and old alike, sit on sidewalks and enjoy the parade in a peaceful, friendly and family oriented environment.

There is typical Costa Rica food for sale in stands along the roads, such as arroz con pollo (rice and chicken), tamales,  fried yucca,  black beans and rice, fried plantains, rice pudding, coconut flan, and tres leches (three milk cake.)

Independence Day activities at commercial centers and other communal places are also very popular and free to the public, offering folkloric shows, typical dancing, great music and more.

Source: https://www.costaricaguides.com/articles/costa_rica_independence_day.html


National Hispanic Heritage Month

National Hispanic Heritage Month

(Sept. 15-Oct. 15)

National Hispanic Heritage Month honors the culture, heritage, and contributions of Hispanic Americans each year. The event began in 1968 when Congress deemed the week including September 15 and 16 National Hispanic Heritage Week to celebrate the contributions and achievements of the diverse cultures within the Hispanic community.

The dates were chosen to commemorate two key historic events: Independence Day, honoring the formal signing of the Act of Independence for Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua (September 15, 1821), and Mexico’s Independence Day, which denotes the beginning of the struggle against Spanish control (September 16, 1810). It was not until 1988 that the event was expanded to month-long period, which includes El Dia de la Raza on October 12, which celebrates the influences of the people who came after Christopher Columbus and the multicultural, multiethnic society that evolved as a result; Chile’s Independence Day on September 18 (El Dieciocho); and Belize’s Independence Day on September 21.

Each year a different theme for the month is selected and a poster is created to reflect that theme.

Source: http://www.diversitycentral.com/calendar/heritagemonthguide.php


More Latinos Are Going to College, But In Small Number of Schools

While more Latinos are heading to college than ever before, that trend is not increasing uniformly throughout all U.S. colleges, according to a study released Wednesday. In fact, more than six in 10 Latino students attend a small percentage of schools with large Hispanic populations.

A majority of Latinos attended Hispanic-Serving Institutions in 2014-2015 academic year, according to a study by Excelencia in Education, an organization which has been tracking Latino college enrollment since 2004. The number of HSIs increased by 7 percent in the same year and are concentrated in 18 states.

"I think the highlight here is that Latino enrollment in higher education is increasing, but so is the concentration of Latino students on campuses," said Deborah Santiago, chief operating officer and vice president for policy at Excelencia.

Out of all colleges and universities in the U.S., 13 percent are classified as HSI and 62 percent of Latino college students attend these schools.

To qualify as an HSI, at least 25 percent of the student body must be Hispanic or Latino. There are 435 institutions in the U.S. that fall into that category. Santiago said when you include "emerging HSIs", which have 15-24 percent Latino enrollment rates, another 310 schools qualify.


California’s growing Latino college population

When Roxana Arguelles transferred last year from a local community college to Cal State Northridge, she did not know that she was benefitting from that university’s identification as an Hispanic Serving Institution. All she knew was that she had received special help in choosing courses for her accounting major, was mentored into a financial industry internship and borrowed some expensive textbooks for free from a special lending library.

Those benefits, she later learned, resulted from a $3 million U.S. Department of Education grant to a new program that seeks to bolster transfers of low-income and Latino students from two community colleges — Pierce College in Los Angeles and College of the Canyons in Santa Clarita — into Cal State Northridge. The effort focuses on getting those students into majors for which there are many unfilled job opportunities after graduation, including accounting, animation, nursing and manufacturing systems engineering.

“If it hadn’t been for the program, I wouldn’t have known what to do when I got to CSUN,” said Arguelles, a Pierce College graduate who is 28 and the daughter of Mexican immigrants. “Having that extra guidance gave me the extra edge and a boost in confidence.”

The schools Arguelles attended are among the rapidly rising numbers of colleges and universities in California and across the nation enrolling enough Latino students to be listed as Hispanic Serving Institutions by two major organizations representing Hispanics in higher education. In general, that means that at least 25 percent of the schools’ full-time undergraduates describe themselves as Hispanic, Latino or other related terms.

ALBERTO DOMINGUEZ

Cal State Northridge student Roxana Arguelles

California has the most such schools by far of any state: 163 of California’s two- and four-year, public and private colleges and universities meet that guideline based on 2016-17 figures and are included in the list compiled by the Hispanic Association of Colleges and Universities and by Excelenciain Education. That list includes 21 of the 23 California State University campuses and five of the nine undergraduate University of California campuses. That is up from just 91 HSI schools in California in 2008. The state with the next highest number is Texas, with 90 of the 492 such schools nationwide, followed by New York’s 26.

UC Davis in May announced that it expects to be added to the list next spring and 57 more colleges in California are getting close, with at least 15 percent Hispanic enrollment, officials say.

That designation is an important qualification that allows colleges to compete for a variety of limited federal funds, such as the Title V money that is helping transfer students at Cal State Northridge and encouraging more Latinos and low-income students at Cal State Long Beach to enter teaching careers.

Just as important as funding, backers say, the Hispanic designation gives colleges a recruiting tool at a time when 51 percent of California high school graduates are Hispanic and their enrollments in higher education are increasing rapidly. Many Latino families have said that they feel more comfortable sending their children to schools with a substantial Latino population. And some colleges, facing an overall declining population pool, want to tap into the growing Latino market.

The U.S. Department of Education does not publish its own formal list of the schools. And while most colleges with large Hispanic populations are eligible for the extra federal funding, not all are since some grants additionally require that at least half of the overall student body is low-income enough to qualify for such aid as Pell Grants. (Usually that means a family income of less than $50,000 a year.) Similar programs exist for colleges with substantial enrollments of other minority groups, such as blacks, Native Americans and Asian Americans and Pacific Islanders, although the required enrollment levels and possible funding vary widely.

The Hispanic serving schools gained positive attention earlier this month from a new report by the American Council on Education, an organization that represents about 1,800 colleges and universities. It found that low-income students who enrolled in them and other minority-serving colleges moved further up into the middle class than other similar students elsewhere by age 30. The study tracked incomes but did not specify reasons for those gains, suggesting that further study was needed.

Other research, focused on only Texas, did not find such dramatic gains but also challenged any assumptions that students might be handicapped by attending an Hispanic serving school. That Texas-focused study led by Florida State Universityresearchers found no difference in earnings into their late 20s between Latinos who graduated from a college with the Hispanic-serving designation and those who graduated from a similarly selective college without it.

UC Davis last month announced that it had reached the enrollment threshold to be eligible for the HSI designation, making it likely to be the sixth UC campus to make the list. Officials there said they worked toward that goal by, among other things, recruiting at high schools and community colleges with substantial Latino numbers; colleges insist that urging those students to apply does not violate the state’s ban on racial affirmative action or quotas in admissions decisions.

“Our mission as both a public institution of higher learning and a research institution is to create access for as many students as possible,” said Raquel Aldana, UC Davis’ associate vice chancellor for academic diversity. “Being an HSI helps us signal that we are an inclusive institution that is also excellent.”

The rising number of HSI colleges reflects population and education trends. According to federal figures, 71 percent of Latinos nationwide who graduated high school in 2016 enrolled by the fall in college compared to just 49 percent in 2000; that 71 percent now matches that of whites. The Latino share of undergraduates in the Cal State system rose from 24 percent to 40 percent in the decade ending in 2016.

DAVID PHILLIPS / FLICKR

UC Davis campus

Luis Maldonado, the chief advocacy officer for the Hispanic Association of Colleges and Universities, an organization that represents Hispanic serving campuses, said more colleges are embracing that status as a marketing brand to attract, retain and graduate more Latino and low-incomestudents as well as those of various ethnicities who are first in their families in higher education. Beyond a sense that the students would feel welcome there, the emphasis is increasingly on “serving” students, with extra counseling, faculty training, curriculum reform and other efforts.

“It signifies a shift not only with their enrollment but also with the culture of the campuses,” Maldonado said.

While more Latino students are entering college, gaps remain in how many graduate. Among students who entered Cal State as full-time freshman, the four-year graduation rate for Latinos is 16 percent compared to 36 percent for whites; the six-year rate is 54 percent for Latinos and 67 percent for whites.

Federal funding targeted at Hispanic serving campuses totals about $272 million nationwide a year from various sources, such as the U.S. Departments of Educationand Agriculture and the National Science Foundation.

That funding has not kept up with the increase in the number of HSI schools. “There’s not enough money in that pot,” Maldonado said.

At Cal State Northridge, which is located 25 miles northwest of downtown Los Angeles, the $3 million federal grant to enhance transfers began in fall 2016 and will be spent over five years, expecting to help a total of about 300 students. Beyond the tutoring and mentoring, the lending library for some textbooks helps students financially without violating rules barring direct grants to them.

Juana Mora, the Cal State Northridge professor who is the project’s director, said it is too soon to tout solid statistics but that transfer, retention and graduation rates appear to be improving among participants. “I think it’s paying off,” said Mora, who is also a professor of Chicana/o Studies. (About 48 percent of CSU Northridge undergraduates are Hispanic).

Cal State Long Beach, where 41 percent of students are Hispanic, received a five-year $2.7 million grant from the U.S. Department of Education last year to enroll more Latino and low-income students in majors and programs leading to teaching careers. It includes outreach to high school students as well as counseling and recruiting for about 100 university students in the fall.

That and several other HSI-related grants in the past are “enormously beneficial, not only to Hispanic students but enormously beneficial to all our students,” said campus provost Brian Jersky.

The federal grants typically fund pilot programs and innovations that can be shared around campus and with other schools, according to Deborah Santiago, chief operating officer and vice president for policy at Excelencia in Education, an organization that researches and promotes Latino achievement in higher education.

Santiago noted that emphasis is increasingly on retention and graduation rates, efforts that dovetail with reforms at California’s community colleges and the Cal State system’s program to dramatically raise graduation rates. “In many ways, I see California leading the way,” she said.

At Cal State Northridge, Alondra Chavarria is studying marketing and management with the help of a peer mentor, early registration and the lending library offered by the HSI-related transfer program. Chavarria, who is 25, took six years to earn an associate’s degree at Pierce College because she was working full-time and is the mother of an 8-year-old son. She was the first in her Mexican immigrant family to graduate from high school and now expects to be the first to earn a bachelor’s degree next spring.

She said she particularly appreciated the advice about which classes to take so she graduates quickly. “I’m a first generation student. So it was great to have someone with experience at CSUN to help me avoid mistakes you can make when you don’t know any better,” she said. “I couldn’t be thankful enough.”

Source: https://edsource.org/2018/californias-growing-latino-college-population-brings-attention-and-extra-funds/599637

 


latino food

IRI Examines New Product Purchasing Habits of U.S. Hispanic Shoppers

The Hispanic community is the fastest-growing ethnic group in the nation and spends more than $94.7 billion on CPG products annually. Because Hispanics are one of the most sought-after ethnic groups in the retail grocery market, IRI is diving deeper into last year’s most successful CPG launches to better understand Hispanics and New Product Pacesetters. CPG marketers have a great opportunity to capture more shopping dollars from Hispanic consumers, especially if they understand some key nuances in their attitudes and preferences regarding new products, compared to those of the general consumer population.

“By 2020, Hispanics will account for over half of the population growth in the United States, and their spending power will also increase significantly”

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“By 2020, Hispanics will account for over half of the population growth in the United States, and their spending power will also increase significantly,” said Susan Viamari, vice president of Thought Leadership for IRI. “Unfortunately, most marketers don’t have easy access to detailed information on what Hispanic shoppers are buying, including in key CPG categories. This significantly limits new growth opportunities for brands, so we examined what Hispanics are buying, and even why they are buying products, to help marketers engage with these very important consumers.”

While Hispanic buying power is concentrated in select markets, including New Mexico, Texas, California, Florida, Nevada, Colorado, New Jersey, New York and Illinois, their interest in new products is spread across retail departments. Among those consumers who consider themselves avid new product adopters, there is a particular interest in the following departments (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

--

Food:

26%, 29%, 25%, 23%
--

Beverage:

19%, 20%, 13%, 16%
--

Beauty/Personal Care:

19%, 24%, 29%, 12%
--

Home Care:

13%, 20%, 29%, 11%
--

Health Care:

10%, 13%, 20%, 9%
--

Pet Care:

9%, 8%, 9%, 6%

Top-Selling Food and Beverage Launches

Based on the most successful CPG launches in the 2017 New Product Pacesetters report, IRI uncovered the top-selling food and beverage products for Hispanic consumers:

2017 New Product Pacesetters: Hispanic Top 10 Food and Beverage Brands
Dollars per Buyer Index: Hispanic vs. Non-Hispanic Consumers
(Average = 100)
1. Halo Top® 93
2. Hillshire® Snacking 117
3. Chobani® Drinks 102
4. GOOD THiNS® 111
5. Oscar Mayer® Natural 116
6. Dunkin' Donuts® Iced Coffee 72
7. Cracker Barrel® Macaroni & Cheese 143
8. Birds Eye® Steamfresh® Veggie Made 97
9. SMARTMADE by Smart Ones® 119
10. POWERADE® X ION4® 83

Source: IRI Consumer and Shopper Insights Advantage/Hispanic Specialty Panel

The mix of healthy and indulgent products found in the top-10 ranking truly reflects Hispanics’ attitudes toward eating. For instance, 36 percent of Hispanics say they eat healthy half of the time and eat whatever they want the other half. An additional 36 percent of Hispanic consumers say they eat healthy 80 percent of the time and allow for indulgences 20 percent of the time. So, moderation is the key for most Hispanics.

The top healthy eating considerations vary significantly across Hispanic sectors (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

--

Avoiding processed foods:

58%, 54%, 31%, 56%
--

The right mix of different types of food:

44%, 36%, 36%, 42%
--

Natural foods:

30%, 41%, 24%, 23%
--

Organic foods:

20%, 19%, 40%, 15%
--

Include higher-calorie treats in moderation:

10%, 6%, 21%, 11%

Top-Selling Non-Food Launches

Forty percent of Pacesetter brands that hit the mark with Hispanics tout “more natural,” “organic,” “herbal,” or “holistic” attributes, which also helped shape the top-10 non-food ranking:

2017 New Product Pacesetters: Hispanic Top 10 Non-Food Brands
Dollars per Buyer Index: Hispanic vs. Non-Hispanic Consumers
(Average = 100)
1. Fancy Feast® Medleys® 149
2. Garnier® Whole Blends 104
3. Carol’s Daughter® 164
4. Herbal Essences® Bio:Renew 100
5. Copper Chef® 95
6. GLISS® Hair Repair® 96
7. Dove® Nutritive Solutions 116
8. Dentalife® 87
9. Red Copper® 105
10. OxiClean HD 140

Source: IRI Consumer and Shopper Insights Advantage™/Hispanic Specialty Panel

Hispanics are looking for new non-food products that provide new health benefits and faster results. Key considerations for new products include (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

--

Offers longer-lasting relief compared to existing alternatives:

31%, 28%, 32%, 32%
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Offers faster relief than existing products:

30%, 25%, 14%, 30%
--

Treats multiple symptoms:

32%, 33%, 29%, 27%
--

Appeals to many people in my household:

27%, 28%, 25%, 21%
--

Offers new health benefits:

26%, 28%, 35%, 21%

“Hispanics are a highly diverse group, based on factors such as age, income, media preferences and language preference — English-preferred, bilingual or Spanish-preferred,” said Staci Covkin, principal of Consumer and Shopper Marketing for IRI. “Attracting Hispanics requires an understanding of these language preferences, along with their digital and social preferences, to quickly see a huge opportunity for CPG across food, beauty, home and health care brands. Aligning a new product launch with the needs of Hispanic shoppers is rapidly becoming a critical success factor for sustained CPG and retail growth, so improved insights and activation of these shoppers can result in significant sales and market share uplift.”

For the complete analysis on Hispanics and New Product Trends, click here. For more information, contact IRI at customerinteractioncenter@IRIworldwide.com

 

Source: https://www.businesswire.com/news/home/20180606005323/en/IRI-Examines-New-Product-Purchasing-Habits-U.S.


Soccer

Brands that Score Big Reaching Hispanics During the World Cup

Organized by the Fédération Internationale de Football Association (FIFA), the month-long event occurs every four years as 32 national soccer teams contend for the world champion title. As one of the world’s largest sporting events, the World Cup serves as an incredibly effective communications platform spanning across all languages, socioeconomic backgrounds and countries of origin to deliver an intense and emotional affair for soccer fanatics and non-sports viewers alike.

Although the U.S. will not be competing this year, there’s still a great opportunity to connect with an important and growing demographic — Hispanics. U.S. Hispanics, who make up nearly 18 percent of the population, feel tremendous excitement, and passion for the sport and are ready to follow this quadrennial tournament from beginning to end. According to a recent ThinkNow study, nine of ten Hispanics in the U.S. plan to watch the World Cup. The World Cup triggers two core values in the U.S. Hispanic culture: collectiveness and patriotism. Each soccer match gives Hispanics an opportunity to share a communal experience with their loved ones and friends while expressing their national pride.

These three brands that are doing an excellent job reaching the U.S. Hispanic audience through the World Cup.

1. Telemundo: Este mundial lo vivimos juntos por Telemundo (We live this world cup together on Telemundo)

Back in 2011, the Telemundo network bought the exclusive Spanish-language rights to broadcast the 2018 World Cup. As the title suggests, Telemundo is engaging with their viewers by relating to the collective nature of the World Cup. The video’s message is that even though it is a competition and there is rivalry between teams, the event unifies people. The brand also appeals to various segments of the U.S. Hispanic population by showing characters of different ages, genders and ethnicities.

2. Sprint: Sprint gets you in Fútbol Mode

Instead of going for “Soccer Mode,” telecommunications company Sprint aptly named this campaign “Fútbol Mode,” as the game is generally known as “football” in most of the world. Still, given that in the U.S. “football” is associated with American football, they opted for the Spanish spelling of the word. The brand is also engaging in Spanish and English. This is a smart move because a high percentage of U.S. Hispanic consumers are bilingual. In addition, Sprint is targeting their customers’ heritage by holding a contest that gives participants a chance to meet some of the most famous Hispanic soccer players in history, including Colombian Carlos “El Pibe” Valderrama and Mexicans Jorge Campos and Claudio "El Emperador" Suárez.

3. Coca-Cola: ¿Listos para el Mundial? (Ready for the World Cup?)

In this ad, Coca-Cola is targeting a specific segment of the Hispanic population. The last time the Peru national football team played in a World Cup was in 1982. After 36 years, the team nicknamed La Blanquirroja (The White and Red) finally qualified and Peruvians could not be more proud. Coca-Cola digs deeper and goes beyond just showing a Hispanic family on a couch watching a soccer match. The brand demonstrates that they understand the nuances of being a fan and what is important for a team like Peru.

The World Cup not only transcends sports, it allows brands the opportunity to reach a massive, diverse audience and connect with them on a deep, emotional level. If you’d like ideas about how to reach the multicultural consumers, we are here to help.

Source: https://themooreagency.com/blog/brands-that-score-big-reaching-hispanics-during-the-world-cup