America's young Hispanic men care about their communities. They also enjoy a good time.

1. ED KISHINEVSKY!
Senior Strategist!
Case Study: Captain Morgan, Wing Latino!
Situation:!
Diageo invited Grey’s US Hispanic agency Wing Latino to pitch the Hispanic portion of the Captain Morgan
account. The agency tasked my consultancy West London Garcia to gather lifestyle insights of
acculturated Hispanic males, aged 18-30 and ‘lived online,’ to aid in the development of a strategic
platform. !
!
The agency specifically sought insights gathered from the interactive space.!
Strategic Development:!
We focused on 3 key areas of exploration:!
• General cultural trends!
• Insights on social occasions!
• Insights on their role in the community!
Process !
A central digital destination where acculturated Hispanics gathered simply
didn’t exist. So we turned the problem on its head: we had them come to us.!
!
We created the concept of a Hispanic reality show, and held an open call for
auditions through Craigslist across 20 US markets. The results were instant
and dramatic. We received over 100 personal diaries detailing in-depth
behavior, attitudes and motivations surrounding this group’s social and
community environments.!
“My parents have always tried to be white and it has always gotten to me
because that is what society tries to mirror our culture as. I appear to be
mixed and have struggled with whether or not I was white or latin, or
whether it even mattered.!
!
“I have learned that it matters. Especially, when latinos think I am white and
whites think I am latino.!
-- David, 22, San Francisco!
The Insight!
The diaries were touchingly personal and incredibly revealing. We learned!
this group, we dubbed the archetype ‘Ricardo,’ leads a dual life. !
!
Ricardo’s first language is English, and he has an affinity for ‘American’
culture. He defines his American persona through his taste in music, fashion
brands, cars and the TV shows he watches.!
!
But ‘American’ is only side of Ricardo. He’s international, which makes him
dynamic. He has friends and family from foreign nations. That’s a cornerstone
idea that gets lost in America. Today we rarely think of Americans as
immigrants or international. This makes today’s immigrants a sub-culture. So,
understanding Ricardo’s appetite for American culture it’s actually his strong
sense of social responsibility – his value of Latin culture, history and
community – that ultimately drives his ambitions.!

2. ED KISHINEVSKY!
Senior Strategist!
Case Study: Captain Morgan, Wing Latino!
Strategic Build!
Ricardo is highly emotional. Yes there’s the Latin component factored in, but it’s the inner duality that’s
constantly played out at the surface in everyday settings that’s his core driver. His life is in America. His
heart is in his Latin community. There’s a genuine desire to use his ‘American’ status and connections to
uplift his core community. !
!
The duality is an asset. !
!
Reaching Ricardo means understanding that he’s the hub of his community. He’s the one to see about a
job. He’s a matchmaker. He gets his friends into the exclusive club.!
”I want to start a program called the "Society for the Preservation of Health Wellness and Spirituality This
program will focus on helping low income families with housing and provide primary health care
prevention for free. !
!
“It also will consist of a volunteer Youth program called "Angels of Peace" as well as the construction of
serveral Community centers that will focus on the arts as well as science and religion for the youth of
today. !
-- Rodney, 31, Virginia!
Brand Opportunity!
The character of the Captain Morgan brand was well aligned with Ricardo’s position. While not a
conformist, the Captain is loyal to his mates. It’s a joint effort on a ship, and there are occasions for
‘socializing.’ The Captain can make sure the Hub is well-stocked. !
!
Result!
Wing Latino was awarded the Captain Morgan account. The agency was also awarded additional
Diageo brands not under review based on this pitch.!