• by Monica Nadela , May 5, 2016

Let me just get this out of the way. Cinco de Mayo is not the Mexican Independence Day celebration. The holiday commemorates the victory of the Mexicans over the French in the Battle of Puebla that took place in 1862. Within Mexico, Cinco de Mayo is primarily observed in the state of Puebla, with traditions like military parades, recreations of the battle scene and other festive cultural events. For the majority of Mexicans, however, May 5 is a completely normal day. Cinco de Mayo is not a federal holiday; offices, banks and stores remain open and life goes on as usual.

Why Cinco de Mayo is celebrated more widely in the U.S. than in Mexico has many possible explanations with some arguing it began with President Lincoln celebrating the loss of the powerful French army, which was limited in its power to invade U.S. territory. Others say the holiday has become a symbol of the Chicano movement. Whatever the origins, Cinco de Mayo became an almost exclusively American holiday.

Understandably, brands are eager to leverage this holiday and connect with Hispanic shoppers and opportunities do exist, not just for beer and spirits companies, but for a wider range of brands. But to make an authentic connection, brands must steer clear of cultural misappropriation and clichés, which are often typical of communications on this holiday. Trying to force your brand into Cinco de Mayo may turn off a potential Hispanic shopper because it appears insincere.

That said, the holiday is here to stay and brands can have a positive impact and activate demand if they focus on what is important to Hispanics as seen through a clear cultural lens.

To reach young Hispanics who are born in the U.S. but who are acculturated into the mainstream to varying degrees, brands can consciously stay away from the drinking and celebration aspect of the holiday and instead appeal to discovering their cultural roots and reliving history. Think of it as reverse acculturation.

Consider placing your brand in the context of cultural activities that young people and families might find engaging. For example, can your brand be a source of traditional, forgotten recipes for foods that are not guacamole? Is there a story that surrounds that food that can be communicated creatively using your brand? Another way brands can participate authentically is to think beyond the holiday and bring in culturally appropriate partnerships.

For example, when Cinco de Mayo rolls around, both soccer and grilling season are underway and brands can use this happy coincidence to create interesting partnerships. Finally, when speaking to non-Hispanics, brands can use Cinco de Mayo to introduce new products with a “Latin” flavor/spin to the general market.

If brands can be careful to avoid stereotypes and understand that Cinco de Mayo can be an opportunity for a culturally nuanced connection with Hispanics, the holiday can be an effective opportunity to activate demand with both existing and new shopper segments.