latino coating

Been hearing a lot about ‘latino coating’ lately? The term has gained traction in recent years, alongside the boom in marketing campaigns actively including diverse backgrounds and experiences. Forbes defines it as “a superficial marketing strategy that attempts to sprinkle Latino elements onto products, campaigns, or entertainment without a genuine understanding or respect for Latino culture.” It often results in campaigns that miss the mark, leaving Latino consumers feeling misunderstood.

At Czar, we recognize that the Latino communities in the U.S. are far too dynamic to be approached with a cookie-cutter approach. Instead of simply sprinkling Spanish buzzwords into existing content or using token cultural elements, we take an entirely different path - one built on a genuine understanding. Our team includes Latino and Spanish-speaking members who bring a number of personal and professional experiences to the table, ensuring that each message sincerely includes and deeply resonates with the intended audience. We know the devil is in the details.

To understand the needs of our target audience, we tap into cultural trends, scour industry reports and insights, and do some social listening. Most importantly, we rely on our lived experiences as part of the Latino communities. This combination of data-driven research and personal experiences allows us to craft campaigns that feel genuinely relatable.

We consider each of our campaigns a love letter to the audience it’s meant for. This was the exact case with our recent Cafecito campaign, which you can read more about here. Honoring the bond between a mother and her toddler, Cafecito is the first-ever original Spanish-language production for our client Enfagrow, a brand within the Enfamil portfolio. We embraced cultural elements, with ​every detail crafted to reflect the audience’s values and lifestyle. This resulted in a marketing campaign that feels like a genuine conversation with the community.

Let’s cut to the chase: today’s audiences can spot insincerity right away (we’re looking at you, Gen Z!). Adding a few generic Spanish words won’t cut it. What Latino consumers deserve are authentic campaigns that tell their rich cultural stories, making them feel seen and valued. This is why we aim to create pieces that connect first, and market second.