Greencard Creative Impacts 1.5 Million People To Date Through Its Latino Initiative
New York, NY, March 12, 2013 – Greencard Creative, a branding, strategy and design firm based in New York City, has impacted 1.5 million people and 135 corporations, non-profits organizations and media companies to date through its American Latino Initiative, a social movement that aims to break stereotypes of Hispanics in the U.S., announced Tatiana Pagés, CEO and Chief Creative Officer of Greencard Creative.
Pagés is the foremost authority on the American Latino market, a term she coined to redefine Hispanic stereotypes and uncover their rapidly changing behaviors and rituals. Launched in January 2008, The American Latino Initiative is committed to removing the word “Hispanic” from the American lexicon, debunking myths and changing the industry narrative about American Latinos, and relentlessly advocating for American Latinos until these consumers are seen first and foremost as culturally diverse U.S. Citizens that value their Latino heritage.
Through an integrated marketing platform that includes a national outreach effort, lectures, branding campaigns, movements, T-shirts and an art exhibit, the American Latino Initiative today has touched more than 1.5 million people in the U.S. The Initiative has also impacted over 135 corporations, non-profits organizations and media companies from small to large and local to national. Furthermore, the Initiative has played a role in influencing Univision and the New America Alliance to start utilizing the term American Latino.
“It’s not about Hispanics anymore, it’s about American Latinos and the transition to their new identity,” said Pagés. “As a Latino entrepreneur, I feel it is my responsibility to challenge the stereotypes of Hispanics in the U.S. that have been overshadowing who they really are, and limiting where they can go as cultural citizens. Companies and brands have the opportunity to understand American Latinos as hybrid individuals beyond the Hispanic mindset, in order to create effective marketing and advertising campaigns to reach and connect with the fastest growing ethnic segment in our country.”
According to Pagés, American Latinos have a new sense of identity that blends aspects of their native culture with American traits. Greencard Creative works closely with a number of major companies and brands that recognize the complexities of the American Latino identity and want to reach this consumer base in a more innovative and disarming tone, without compromising their own values.
For Diageo, the world’s leading premium drinks company, Greencard Creative conducted in-depth research to better understand the role of flavored malt beverages and the Smirnoff Ice brand in young American Latinos. Greencard Creative then recommended new brand direction and packaging and developed the “Life in a New Flavor” campaign to reposition Smirnoff Ice to the American Latino market. Diageo also started using the term American Latino in their internal lexicon, proving a shift in thinking about Hispanics in the U.S.
Greencard Creative also worked with Pepsico to introduce FlavorSplash Ocean Spray into Latin America. Through the campaign “Renew Your Thirst for Life,” Greencard Creative repositioned flavor water to fruit water and introduced a health and wellness platform for the brand. The company also conducted qualitative research and designed new packaging on behalf of Petit Nectars to help introduce the brand into the U.S. Hispanic market and better meet the needs of American Latino consumers.
“In this type of market, the particular style of research determines all the results. It is not the methodology; it’s the approach. Therefore, researchers and marketers leading American Latino advertising campaigns should have a contemporary attitude regarding the American Latino market. They should understand the multiple identities of the American Latino,” stated Pagés. To join the American Latino Initiative, visit http://
About Greencard Creative
Greencard Creative is a New York City-based branding, strategy and design firm. Greencard Creative was founded by Tatiana Pagés, a brand visionary with unique expertise in the Latin America and U.S. markets. Through in-depth research, Greencard Creative looks at human behavior and uncover key consumer insights to help build global brand movements. Greencard Creative has worked with notable clients and brands including Smirnoff Ice, Pepsico/Ocean Spray, Heineken, Diageo, Petit Nectars, Gallo Winery, Johnson & Johnson, Bayer, Frito Lay, Campbell’s, and the Country of Ecuador. For more information, visit www.greencardcreative.com.