CoCa-cola: Bicultural Hispanics

Bicultural Hispanics are first, second, or third generation US citizens that grew up with both Hispanic and American influences. They have immigrant parents that raised them in a Spanish-speaking household or implemented a bilingual lifestyle. Bicultural Hispanics seamlessly combine their American customs and maintain their Hispanic culture. Although the bicultural Hispanic segment is very specific, there are also many sub-segments of this group: Latinistas, Heritage Keepers, Savvy Blenders, and Ameri-Fans -- the attitude-based segments. Of these, my team decided to target Savvy Blenders and their Generation Z children. As a team of bicultural members, we believed in preserving our parent's cultures along with intertwining it with our own adoption of American culture. 

With a more specified target market, we decided to position Coca-Cola as a brand that could bridge the gap between two different cultures. Savvy Blenders aim to blend their cultures but with two or more backgrounds influencing them. We also positioned Coca-cola to bridge the generational gap as well, linking GenZers with their Savvy Blender parents. 

However, at times, it can be disheartening to be torn between worlds. GenZers especially, at the confusing stage of self discovery, can feel out of place both at home and amongst peers that have one cultural background. 

We believed Snapchat would be the best way to attract Bicultural Hispanic GenZers to Coca-Cola. We incorporated Snapchat filters, lenses, Campus Story contests, and Mitú (kind of like a BuzzFeed for the Bicultural Hispanic community) advertisements.