Lexus is tapping minority-owned digital media and content company Cocina and its global audience of 90 million-plus in honor of Hispanic Heritage month.
Cocina was co-founded by Masterchef Aaron Sanchez and Emiliano Saccone, former president of Fox International Channels.
The campaign includes a two-part video series, “The Art of Elevation,” featuring top Hispanic artists and chefs.
This is the second time Lexus has partnered with Cocina and Discovery En Espanol to create culturally relevant content to reach this audience that represents such a large portion of the population.
Lexus’ first campaign with Cocina, “The Art of Food,” was a four-part series featuring artist Nicola Constantino.
Those featured in the current series include indie artist Maye, muralist Levi Ponce, and restaurateur and "Top Chef" alum Chef Katsuji Tanabe.
A website, www.lexusartofelevation.com, serves as the landing page for the effort.
“The Hispanic community embodies the very essence of artistry and elevation, with a drive to innovate and inspire,” says Lisa McQueen, Lexus media manager, in a release.
The Hispanic or Latino population grew from 50.5 million (16.3% of the U.S. population) in 2010 to 62.1 million (18.7%) in 2020, according to the last U.S. Census.
“Within four to five years, Gen Y is really going to be the biggest group of consumers in the luxury car market, and it will be the most diverse group of consumers in the luxury market,” Lexus Vice President of Marketing Vinay Shahani tells Marketing Daily.
Nearly four of 10 Americans identify with a race or ethnic group other than white, and the 2010 to 2020 decade was the first in the nation’s history in which the white population declined in numbers.