Multicultural Marketing News February 2026 Super Bowl LX Ads Analysis: A Multicultural Perspective Super Bowl Ads Multicultural Commentary Super Bowl ads have, once again, provoked commentary from advertising experts in marketing to Hispanic, Asian American, African American, LGBTQ+ consumers and other Multicultural markets. MMR asked top experts, from among those featured in our Source Book of Multicultural Experts Online, to provide their analysis of the Super Bowl ads from a multicultural perspective. Enjoy our 13th annual edition of this newsletter published since 2013. View past issues. - Super Bowl of Firsts (Ethnic Technologies)
- Super Bowl LX (2026): A Multicultural Lens on Representation, Relevance, and Retreat (INFUSION by Castells)
- Beyond the Big Game: Unlocking Asian Audiences Through Super Bowl Ads (C+R Research)
- The Super Bowl Ad That Spoke Directly to Latinx Consumers (Horowitz Research)
- The Halftime Show Got It. The Ads Didn’t. (Lopez Negrete Communications, Inc.)
- The Best Super Bowl Ad Money Can’t Buy (Fingerpaint Multicultural)
- The Myth of the ‘General Market’ Played Out on the Biggest Stage (NRS Digital Media)
- Super Bowl 2026 (Rivendell Media)
- The NFL Shows America’s Diversity Is Global Strength (d expósito & Partners, llc)
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Super Bowl of Firsts Superbowl LX is a Super Bowl of firsts. It is the first Super Bowl the Patriots are playing in after Tom Brady’s departure in 2020. The first Super Bowl the Seahawks will play in since they lost to the Patriots in 2015. Bad Bunny is the first Spanish only half time performer; a performer who just won the first album of the year award, for a Spanish only album, at the Grammys earlier this month. All these exciting firsts will be motivating viewership numbers to continue to grow. The NFL has successfully increased the number of people watching the Super Bowl year over year the last couple of years with the 2025 Super Bowl drawing the largest number of viewers yet at 127.7 million. The NFL has gone International to increase viewership. A series of NFL games played internationally have started to increase interest in football abroad. In 2025, seven games were played in five different countries around the world. The NFL has announced that in 2026, nine games will be played in seven different countries. Mexico, Brazil, Germany, and the UK will all host NFL games in 2026. These coincide with four of the five countries with the highest NFL viewership outside of the United States. The largest growing demographic for American Football is Latinos. Bad Bunny, as an all-Spanish performer, was chosen by the NFL to continue to grow their Latino audience. The Bad Bunny pre–Super Bowl promo was the perfect marketing by Apple Music. In the short video, Bad Bunny dances with several people from all different ethnic backgrounds and dance styles to one of his songs. The tag line is that the “The world will dance”. The NFL is bringing football to the world and especially Spanish speaking viewers this year. E.L.F., the cosmetic brand, joined in marketing to Latino audiences. Their commercial, starring Melissa McCarthy, is a riff on telenovelas. Alongside Nicholas Gonzalez and Itatí Cantoral Melissa McCarthy uses E.L.F.’s popular Glow Revival Lip Oil to learn Spanish in time for Bad Bunny’s half time performance. The company is even rewarding loyal customers with a month of Duolingo to help them learn Spanish. Growing your own audience? Looking for your Spanish speaking customers? E-Tech 2026 can help you find your diverse customer base. Product includes finding Hispanic customers from twenty different Hispanic countries of origin. By Jessica Wilhoit, Product Design Analyst, Ethnic Technologies, jwilhoit@ethnictechnologies.com. View company profile here. |
Super Bowl LX (2026): A Multicultural Lens on Representation, Relevance, and Retreat Super Bowl LX (2026) once again proved why the Super Bowl remains the most revealing mirror of American culture. Beyond a brand or creative showcase, it signals who brands believe America is—and who they quietly leave out. This year delivered entertainment, AI spectacle, celebrities, humor, and nostalgia—escapism for an anxious, overloaded audience. Brands leaned heavily on familiar faces, past-facing cues, and AI as a symbol of innovation. Yet the true winners were the Americana and culture-led stories inherently built for this moment: Budweiser’s Clydesdales, Rocket Mortgage, Lay’s father-daughter handoff, Starbucks’ The Coffee Run, Toyota’s Where Dreams Begin, the NFL’s Champion, McDonald’s McDuke, and culturally fluent work from e.l.f. Cosmetics and Byoma tied to Bad Bunny. The mesmerizing halftime show turned Latin Love into a hot dance party. Still, viewed through a multicultural lens, the story is troubling. At a time when the U.S. is more multicultural and culturally driven than ever, brands pulled back. Most ads were culturally cautious and diluted. Multicultural audiences—especially Hispanics—were treated as optional, not essential. Brands are “playing it safe” amid cultural whiplash, DEI pullbacks, tight budgets, and uncertainty—but this is a strategically flawed, growth-limiting strategy. Celebrity became the shortcut to attention—Clooney, Cooper, McConaughey, Manning, Post Malone—while nostalgia followed close behind (Jurassic Park, Backstreet Boys, Bon Jovi, Matthew Broderick, Ben Affleck throwbacks). But increasingly, celebrity replaced insight and humor replaced nuance. AI-led spots from Amazon Alexa+, Google Gemini, and Anthropic were smart and polished—but largely culture-neutral. Some brands crossed into flippant or tone-deaf humor. Most troubling was Instacart’s use of faux Hispanic accents, which sparked backlash and highlighted the risks of humor without cultural fluency. The strongest work leaned into Americana unity and culture-led universal spots—the NFL’s inclusive storytelling, Toyota’s Superhero Belt, Dove’s The Game Is Ours, Budweiser’s Free Bird, Lay’s generational farming story, and Starbucks’ everyday warmth. These worked because they heartwarming and reflected real families, real bonds, and real life. Yet Hispanic representation was the loudest absence. Despite being the fastest-growing segment and a major growth driver, Hispanic audiences were largely missing outside of e.l.f., Rocket Mortgage, and a handful of celebrities like Sofia Vergara and Danny Trejo. Rocket Mortgage’s America Needs Neighbors Like You, brilliantly centered on Latino family and community values (with a post-game Redfin scavenger hunt). e.l.f.’s telenovela parody stood out for its cultural fluency—blending humor, cultural memory, and iconic casting (Itatí Cantoral)––and tapping Bad Bunny’s playful “Learn Spanish” challenge. It felt native to culture and native to the Super Bowl. Seamless to FIFA’s Sofia Vergara also helping Owen Wilson learn Spanish. Byoma’s diverse creator-led debut riffing on Bad Bunny’s halftime height requirement—“calling all short kings and queens”—was another culturally agile move. Data confirms the gap: over 70% of celebrities were white men; only five were Hispanic lower than Asian (6) and Black (12). Behind the camera, it was even worse, only 6 directors were people of color. This absence was especially glaring given Bad Bunny’s halftime show—a global, bilingual, unapologetically authentic moment fans dubbed “The Benito Bowl.” Brands behaved as if that alone addressed Hispanic relevance. It didn’t. They are still marketing to an America that no longer exists. At a time of political, social, and economic vulnerability for multicultural communities, silence is not neutral. Consumers notice who shows up, who disappears, and who only engages when it’s convenient. From a business standpoint, the math is clear: multiculturals are the majority under 45, drive growth, shape culture, and determine long-term relevance. The risk isn’t culture or inclusion. The real risk is ignoring culture—and becoming irrelevant. Bottom line: Super Bowl LX wasn’t a failure of creativity. It was a failure of courage. The greatest risk on advertising’s biggest stage isn’t saying the wrong thing—it’s saying nothing meaningful at all. By Liz Castells-Heard, CEO & Chief Strategy Officer, INFUSION by Castells, liz@adcastells.com. View company profile here. |
Beyond the Big Game: Unlocking Asian Audiences Through Super Bowl Ads Reaching Asian markets through Super Bowl advertising may seem unconventional, but the global digital footprint makes it a powerful launchpad for international awareness. Although the game is rooted in American culture, its ads routinely travel across borders through YouTube, TikTok, and other streaming platforms, giving a single high‑impact spot the ability to introduce a brand to millions of Asian viewers who may never watch the game. This year, Asian representation included Chloe Kim for Michelob ULTRA and Bowen Yang in a Ritz commercial, signaling an opportunity for deeper cultural connection. Success with Asian cultures in Asia requires more than reposting a U.S. Super Bowl ad. Each major Asian market has distinct cultural codes and digital behaviors that shape how consumers interpret brand messaging. Japanese audiences often respond to subtlety, emotional depth, and craftsmanship, making refined post‑Super‑Bowl content an effective follow‑up. In South Korean culture, trend cycles move fast; tie-ins with local celebrities or short‑form remix content can accelerate relevance. Chinese consumers are faced with a highly regulated media environment and platform‑specific habits across WeChat, etc. requiring careful localization to align with values and comply with policy. This is where market research becomes essential. A specialized insights partner can decode these nuances, helping brands adapt global creative into culturally-resonant local narratives. C+R Research’s CultureBeat team helps brands navigate these nuances, translating a single Super Bowl moment into culturally attuned market-specific strategies. Our expert multicultural researchers often highlight how seemingly small creative shifts such as tone, pacing, or visual symbolism, can make or break effectiveness across regions. Adapting a single U.S.-based spot into multiple culturally-attuned narratives is not just possible, but powerful. When brands pair the scale of the Super Bowl with culturally-informed strategy, what starts as a single ad can evolve into a meaningful platform for multi-market growth across Asia. By Jane Park, Quantitative Research Analyst, C+R Research, janep@crresearch.com. View company profile here. |
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The Super Bowl Ad That Spoke Directly to Latinx Consumers Over the years, the Super Bowl has become more than just a sporting event. We’ve seen it embrace artists and audiences across different cultures, genres, and demographics. This year was no exception. Gen Z and Latino audiences played a major role, both in the halftime performance headlined by Bad Bunny and in the storytelling that brands chose to highlight during the commercial breaks. As NFL Commissioner Roger Goodell said of the halftime show: “Bad Bunny is one of the greatest artists in the world, and that’s one reason we chose him. But the other is that he understands the platform he’s on and uses it to unite people through creativity.” That same energy was reflected in the ad space, especially in the e.l.f. Cosmetics’ telenovela-inspired spot. e.l.f.’s ad stood out not just for its humor and nostalgia, but also for what it represents: a brand confidently embracing culture, not shying away from it. By leaning into telenovela drama and casting beloved Mexican actress Itatí Cantoral alongside Gen Z favorite Melissa McMarthy, e.l.f. delivered a spot that was bold and fun, and it deeply resonated across generations. If you grew up in a Latinx household, you felt this ad. Telenovelas were shared family experiences, something you watched with your abuela when your parents weren’t around. That kind of cultural nod hits on a more personal, emotional level than a typical beauty ad. It also reflects what we see in our FOCUS Latinx research at Horowitz. Latinx consumers want more than to be a checked box or a group to profit from. We want cultural fluency, meaningful connections, and to feel understood. And it’s working, as 43% of Latinx consumers 18+ say they’ve found themselves more influenced by advertising, highlighting just how powerful culturally relevant campaigns can be when done right. From past campaigns like “Descubre e.l.fecto” to collaborations with Latin music artists, e.l.f. has shown consistency in that effort. This Super Bowl spot was part of a broader commitment. What makes this ad even more effective is that it stays true to e.l.f.’s brand values. They’ve built their reputation on offering affordable products without sacrificing quality, and that message resonates loud and clear. In a time when Gen Z is navigating real financial challenges, e.l.f. is showing up with products and campaigns that reflect who their consumers are and what they value. The Super Bowl is the biggest stage in advertising, and e.l.f. used it not just to sell, but to connect. That’s what it looks like when a brand knows its audience, reflects its values, and meets the cultural moment head-on. By Sarah Garnica, Senior Marketing Specialist, Horowitz Research, A Division of M/A/R/C Research, sarahg@horowitzresearch.com. View company profile here. |
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The Halftime Show Got It. The Ads Didn’t. To understand what happened at Super Bowl LX, you can’t just look at the halftime show. You must look at the totality of it — everything that led to this moment and everything that surrounded it. The NFL, Jay-Z, and Roc Nation showed not just courage, but wisdom — and they showed it all day long. Before Bad Bunny ever took the field, the NFL had already curated a Sunday that told a story of inclusion. Coco Jones represented Black culture and heritage. Brandi Carlile represented the LGBTQIA+ community. Charlie Puth represented democracy. Green Day came out with their decidedly anti-fascism statement and style. Each performance was stunning, tasteful, and deliberate. The NFL read the room, read the moment, and programmed accordingly — and they did it under real pressure. After Kendrick Lamar’s culturally powerful halftime a year earlier, who else could possibly headline without being a step down? Bad Bunny was the answer — and a brilliant one. Commissioner Goodell openly supported the choice, even under significant heat from the White House. To me, this is akin to a CEO being supportive of the efforts of the CMO and the marketing team — and being willing to state this support during an earnings call. That constancy of message spoke loudly to Latinos across America, and to anyone who believes in unity and open-mindedness in a time of division. The NFL didn’t just book an artist — they acknowledged the size, power, and cultural influence of the American Latino community and the halo and global diaspora that comes with it. Bad Bunny was at the center of it, but the decision was much larger than one (brilliant) performer. And it landed. Regardless of your Latino background — Boricua, Mexican, Dominican, Central American — you showed up for this moment. And show up we did. The Apple Music Super Bowl LX Halftime Show audience reached an average of 128.2 million viewers, according to Nielsen; and, according to NBC Sports, it generated over 4 billion social views in the first 24 hours – up 137%, making it the most-consumed halftime show of all time on NFL social platforms. But what they witnessed wasn’t a performance — it was a cultural proclamation told through masterful storytelling. Walking through fields revealing hard-working jíbaros, climbing electric poles symbolizing Puerto Rico’s battered power grid, a real wedding on the field, a cañita with Toñita, the camera finding a family watching the Grammys on TV as Bad Bunny hands a little boy his award. And if you’re Latino, you recognized the moment when he woke a child asleep across three chairs at the wedding — because you’ve lived that. These details matter. They resonate. They send a loud message: we see you, we understand you. That’s what any marketer wants — far more than a guffaw that fades by Monday. Humor has a short shelf life; cultural relevance endures. And that’s the lesson here for any marketer who wants to connect with Latino or any multicultural audience: culture lives in the details. The specific visual cues, the rituals, the textures of daily life. This requires experience, knowledge, and yes, courage. Get those details right and you earn something no amount of media spend can buy — genuine connection. Bad Bunny never tried to cross over in the traditional way — no English verses, no collaborations designed to capture a general market audience. He makes music as if only Puerto Ricans were listening. And 128.2 million people of all walks of life tuned in anyway. Authenticity won. Not translation. Contrary to the narrative, this wasn’t an all-Spanish show. Lady Gaga’s performance — a highlight — was in English. Ricky Martin sang, in Spanish (remember, early in his career he had to perform in English in order to cross over into the American mainstream — even though Spanish was always his core musical language and was always considered a renowned salsero). The show honored the broader musical and cultural history that led to this moment. It was inclusive by design, not exclusionary. Now, the ads. Credit where credit is due — there was strong work in this year’s lineup. Largely well produced, well crafted, well directed. And not every brand is built for the kind of cultural connection I’m describing — I get that. There were bright spots for Latino presence: e.l.f. Cosmetics committed to a full telenovela-style execution featuring Melissa McCarthy alongside novela icon Itatí Cantoral and Nicholas Gonzalez — a real creative choice, not just a casting decision. Sofía Vergara brought her customary charm across three spots for Boehringer Ingelheim, Skechers, and Telemundo — the latter leaning into the moment with cultural fluency as she helps Owen Wilson “speak fútbol.” The standout to me was Rocket Mortgage/Redfin’s “America Needs Neighbors Like You.” This was the one marketer that dared tell a culturally salient, timely, and powerful story — crafted with sensitivity, humanity, and real storytelling craft. It was among the best work of the night from any perspective, and proof that connecting to the cultural moment wasn’t just possible, it was powerful. This is hard-working work that will endure. But largely, when you look at the totality of the work against the totality of the moment, an opportunity was missed. Most ads existed in a cultural vacuum, disconnected from what was unfolding around them. According to iSpot, 36% of ads leaned on nostalgic elements — music from the ’70s through the 2000s. Some of this may reflect Gen Z romanticizing an era they never lived through but can access through the internet. It’s a trend worth watching: what does it signal when the largest, youngest generation is pining for a simpler, pre-pandemic, pre-AI time? Nostalgia can be powerful medicine, indeed. But when 36% of the ads are reaching for it, it stops being a strategy and starts becoming wallpaper. The market data makes the missed opportunity impossible to ignore. According to Luminate, a third of American pop music fans now listen to music in Spanish. Latin music gets about as many streams as country music — in the United States. Ad Age flagged that Hispanic representation actually waned in Super Bowl ads this year — at precisely the wrong time. ThinkNow Research data (n=1,500) confirms it: 66% of Hispanics said they’d more likely remember a brand using Spanish-language music in a Super Bowl ad, and 49% of the total market said reggaeton would make a brand feel more relevant. The appetite was there. The creative wasn’t. How did so many others avoid the moment? The entity with the most to lose — the NFL itself, under direct pressure from the highest levels — was the one that leaned in all day. The advertisers, with far less at stake, played it safe. Were they scared? Or simply unable to see that the New America has Latinos on center stage — literally and figuratively? At the very end of his show, Bad Bunny named every country in our continent. Then he held up a football. On it: Together We Are America. Marketers, take note. Then take it to the bank. By Alex López Negrete, President/CEO & Co-Founder of Lopez Negrete Communications, info@lopeznegrete.com. View company profile here. |
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The Best Super Bowl Ad Money Can’t Buy While brands paid from $8-$10 million for 30 seconds of airtime at Super Bowl LX, the most effective multicultural marketing moment didn’t come from a commercial: it was Bad Bunny’s halftime show, for which the NFL paid the headliner only a SAG-AFTRA union fee. Fresh off making Grammy history as the first Spanish-language Album of the Year winner, Bad Bunny took the Levi’s Stadium stage with something advertisers can’t manufacture: complete authenticity. His performance was dense with cultural references—pava hats, salsa rhythms, multigenerational dancers. When he held a football inscribed “Together We Are America” and proclaimed “God Bless America” before naming Latin American nations, a screen declared: “The only thing more powerful than hate is love”. Some viewers caught every Easter egg; others just felt the energy. Nobody needed translation. This 13-minute intermission delivered what $500 million in advertising couldn’t. When someone refuses to code-switch, it creates magnetic authenticity. Bad Bunny didn’t perform for America—he performed as himself, and America leaned in. It was pure cultural confidence that didn’t ask permission. Meanwhile, Ad Age’s Diversity report found Hispanic representation in Super Bowl ads waned this year—at what experts call a “critical time”. But here’s what’s interesting: doing a quick scan of the streaming commercials, the insightful, delightful Hispanic storytelling is happening online. From clever telenovela parodies to engaging bilingual automotive spots, the heart and soul that resonates—much like the halftime headliner himself—lives in digital spaces. With YouTube capturing 88% of Hispanic adults and TikTok engaging a formidable 57%, digital campaigns aren’t just an alternative—they are where the audience truly lives. The hope? That spots with true Hispanic authenticity will run both streaming AND in next year’s Super Bowl broadcast, because when storytelling has genuine soul—like Bad Bunny’s performance proved—you can’t put a price tag on it. By Lisa Llewellyn, SVP Group Creative Director, Fingerpaint Multicultural, lisa.llewellyn@fingerpaint.com. View company profile here. |
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The Myth of the ‘General Market’ Played Out on the Biggest Stage This year’s Super Bowl felt like a split-screen between two kinds of “real.” On the ad side, brands did what the moment rewards: fast, shared meaning at national scale. Xfinity’s Jurassic Park reunion worked because it’s cultural shorthand you can decode in seconds. Pepsi’s polar bear riff landed for the same reason, playing inside decades of brand mythology we’ve all absorbed, whether we wanted to or not. I loved the references. Nostalgia isn’t wrong. It’s one of the last ways that still connects a huge audience instantly. But the night didn’t stay an “ads conversation.” Leading into the game, the cultural conversation shifted frequency and reframed everything. The halftime discourse made something impossible to miss: multicultural Americans aren’t a monolith, and they’re not a “segment” you get to when there’s time, budget, and extra versions. The polarized reactions weren’t really about production value. They were about identity, belonging, and who gets centered on the biggest stage without being translated down for comfort. For decades, limited channels made “general market” feel like a responsible default. One brief, one set of assets, one message meant to cover “everyone.” In 2026, that safety is harder to maintain, because the audience isn’t one audience, even when it’s watching the same broadcast. AI is built for speed and scale, and it will keep helping brands replicate what already feels familiar. But up against live authenticity and a shifting cultural baseline, speed isn’t the advantage. Resonance is. People felt seen, and they’ll expect to feel seen again. How are brands going to deliver that consistently? For decades, limited networks and limited ways to reach people manufactured the feeling of a single mainstream. If you bought the biggest stage, you reached “everyone,” and culture mostly moved in one direction at the same time. That era is over. Audiences now show up as overlapping communities with distinct identities, power, and expectations, even when they’re watching the same broadcast. Plenty of people have known that for a while. Super Bowl Sunday just made it undeniable. By Kristy Day, VP of Advertising Strategy & Sales, NRS Digital Media, kday@nrsplus.com. View company profile here. |
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Super Bowl 2026 Like many others, I found the Super Bowl 2026 commercials rather bland—uninspired and cautious. I kept waiting for something bolder, something that felt responsive to the moment in America. I was especially anticipating the Bad Bunny halftime show, and at first, I felt disappointed. There was no overt statement about the current situation in our country, no explicit call-out that matched the tension so many of us are feeling. But as I took in the entire event and reflected on it afterward, I realized just how brilliant this year’s Super Bowl truly was. The halftime show turned out to be a celebration of diversity rather than a lecture about it. Bad Bunny brought icons to the stage and, in doing so, reminded us how absurd it is to dismiss Spanish-language music when it is so deeply woven into American culture. The message wasn’t shouted—it was lived, performed, and shared. Levi’s, too, clearly got its money’s worth from the stadium sponsorship. Their logo hovered above a billboard that read, “The only thing more powerful than hate is LOVE,” a moment that carried the day for me. That message had been there all along, quietly but unmistakably. Peace, love, hope, and joy became the unspoken themes of the halftime show, while the celebration of beloved Puerto Rico offered a long-overdue release from years of slights against one of our own most beautiful territories. It felt less like a protest and more like an embrace of our fully assimilated, multicultural identity. Do I wish corporate America had made a grand statement I could wholeheartedly rally behind? Of course I do. But I also understand the damage a hostile administration can inflict on major companies that step too far out of line. From that perspective, the brands did exactly what they needed to do: they promoted their products effectively and justified the enormous cost of participation. In the end, the commercials matched the tone of a fairly boring game, and that restraint allowed American talent to rise to the occasion in a different way. The moment was met not with spectacle for spectacle’s sake, but with a subtle affirmation of who we are. A wide spectrum of Americans was invited to see—and perhaps unknowingly embrace—our beautiful multicultural landscape. Sometimes the most powerful statements are the ones that don’t announce themselves at all. By Todd Evans, President and CEO, Rivendell Media, todd@rivendellmedia.com. View company profile here. |
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The NFL Shows America’s Diversity Is Global Strength Bad Bunny’s performance was exactly what America — and the world — needed right now. It affirmed a simple but powerful truth: this country’s strength and future lie in its diversity. American multiculturalism is not a challenge to manage; it is a competitive advantage that fuels cultural and economic relevance while fortifying ties across the globe. As a Puerto Rican, the halftime show felt like a love letter to our homeland — layered with pride, history, and quiet resistance. Set to the rhythms of aguinaldo, plena, bomba, salsa, and reggaetón, Bad Bunny transformed the biggest stage in sports into a tribute to Puerto Rican resilience. He performed in Spanish. He celebrated Puerto Rico and the Americas. He refused to compromise his artistry or soften his views and sense of purpose. But this moment was bigger than music and representation. By placing Bad Bunny at the center of the Super Bowl halftime show, the National Football League made a calculated and courageous statement about its future. The NFL has long featured global superstars from around the world based on cultural trends and audience appeal to draw stronger viewership. Preliminary reporting shows the strategy was successful since the 2026 halftime attracted an estimated 135 million to 142.3 million viewers. These early figures indicate it is the most-watched halftime performance in history, surpassing the 2025 record of 133.5 million, so their strategy worked. But this felt more intentional. To win these audiences, the NFL demonstrated that not only does the talent chosen for their halftime shows need to represent and appeal to a diverse viewership, but, more importantly, the performance and the message needs to reflect that the brand deeply understands what appeals and resonates with multifaceted audiences with multi-layered identities. And the timing matters. At a time when communities across the U.S. are under attack, and at a moment when many corporations are walking back DEI commitments or taking a quieter approach to multicultural marketing, the NFL chose visibility and conviction over retreat. It understood that younger audiences are multicultural by default, that Latino consumers represent one of the fastest-growing segments in the U.S., and that global expansion requires cultural fluency, not neutrality. Bad Bunny’s artistry made the message universal: authenticity wins. In amplifying him, the NFL wasn’t just programming entertainment. It was aligning business strategy with demographic reality — and reminding corporate America that diversity, when embraced boldly, drives domestic and global growth. Louis Maldonado is Partner and Managing Director at d expósito & Partners, an integrated marketing communications firm with the cultural dexterity and creative ingenuity required to help brands win with today’s New American growth consumer. By Louis Maldonado, Partner and Managing Director, d expósito & Partners, lmaldonado@dex-p.com. View company profile here. |
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