American Latinos Online
A Lifestyle Profile for Wing Latino
Captain Morgan Pitch 2006
Grey’s Wing Latino Hispanic was looking
for lifestyle insights of young adult
American Latinos who “lived” online to
develop a strategy for a new business pitch
on Diageo’s Captain Morgan Spiced Rum
Where is this Hispanic online community?
Do you remember what life was like before
Facebook? Or at least where communities
We’ll create the community. We developed
the idea of “creating” a Hispanic reality
show, and to “cast” for show “participants”
- who were to become our study
Very simple - a “casting call” post on
Craigslist across 25 US markets.
1) 200 personal diaries
2) Wing Latino was awarded
Captain Morgan US Hispanic
Advertising account, along with
other Diageo brands: Smirnoff,
Johnnie Walker, Crown Royal
and Jose Cuervo.
“The Casting Call”
West London Garcia production company in New York is developing a national reality television show
on America’s REAL, young, bilingual Hispanic-American men - ages 21-29.
We need you to provide name, photo, and age and please answer the following basic questions
for us to follow up on. It’ll only take two minutes, and it’ll help us find the right people for the
show. Give it a shot – you never know.
What do you do (job/school, etc)? And what do you want to do?
Describe your current nightlife – be honest, it’s all good. Give us a party story or two – Tell us how
you hang and who you hang with. Give us the ‘all access’ night of your life.
Describe your fashion style. If you win a $1000 gift certificate to spend on clothes, how and where
would you spend it?
What kind of car do you drive? If you won a car of your choice in the lottery – what would it be and
What kind of music do you listen to? What do you think are some developing trends or artists in
Can you briefly tell us about your lovelife? How about your lovelife goals? Do not give real names,
but feel free to be as specific as you would like about this area of your life. Details tell us more
What's your definition of a 'legend' and why? Can you give us an example? What do you have to
do to become a legend?
If you have one more minute, tell us why you'd be good for a reality show.
Don’t forget to tell us what city you live in.
Please send your information to email@example.com
“Casting Hispanic-American Men for Reality Show”
Respondents are Highly Acculturated:
1. English is their first language
2. The overwhelming majority portray a high level of knowledge,
acceptance and comfort in American culture, through:
– Fashion/Retail Brands
– TV consumption
3. They are dynamic individuals – international
– In terms of socialization/assimilation, friendships and
4. They value their Hispanic culture, history & community
– Integration: Professional & Social
– Community involvement & empowerment
An overwhelming majority exhibit highly proficient writing skills.
– Use colloquial terms
– Use online-speak
Some learn Spanish at school - here in the US.
Some acknowledge Spanish language deficiency.
1) English First
“I grew up in the mission district of San Francisco and
led an almost sheltered life.
“My Dad is a full blooded Mexican born in San
Francisco as well. My mother's father is Mexican, and
her mother was from Nicaragua. She is also a San
“I have always struggled with certain Latino issues. I
did not learn Spanish growing up and had to learn it
in High school.
“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 William Gonzalez, 22, SF, CA; Student
Music is essential.
Respondents consume a wide range of US, International, and
Latin musical genres:
– Rock, Rap, Hip Hop, House, Trance, World, Indie Rock
– Reggaeton, Rock en Espanol, Pop Latino, Salsa,
Merengue, Raperos, Rockeros
American & mainstream music is accepted
“I am such a fan of all types of music.
“Fav. artists, to name one for each type of
music, Faith Hill for Country, Mozart for
Classical, Paul Van Dyk for Dance, The Cars
for 80's, Missy Elliott for Hip Hop, Shakira for
Latin, Dean Martin for Lounge, Musiq for Neo
Soul, Gwen Stefani for Pop, Aaliyah for R&B,
Lenny Kravitz for Rock, Benny Goodman for
Swing, and Elvis.
“Some trends in music right now are Hot
Dancing females with hip raggae dance music,
like Ciara and Rihanna.
Andrew Hernandez, 24, LA, CA; UCLA
Respondents exhibit a diverse taste in American fashion:
– T-shirt and Jeans
– Pretty Boy
Respondents are brand loyal in terms of both fashion and retail brands.
Some respondents shop online.
Fashion is American
“In spanish terms I'm what you might call a
"freza." At clubs I where nice, trendy button
down shirts and dark jeans and occasionally
I'll put on a sports coat.
“My clothes tends to be more fitted. I also like
to where a some what tight t-shirt and jeans
and flip-flops to hang out during the day.
“I would take the $1000 certificate and spend
it at Lacoste, Urban Outfitters, AX, Guess.
“There are too many places I like. I like to
Adrian Javier Gonzalez, 22, Chi. IL; Northwestern
Majority of respondents are car fans.
– Muscle Cars in vogue
– Minis for the city
– European cars for prestige
– Comfortable with “It’s paid for”
America is a car culture
“If I had a choice on what to drive if
would be a 1969 Z28 Camaro with
hideaway lights.Cherry Red with white
stripes. 350 engine,Big Rally Tires in
the Back and would have an engine
“I’ve always liked Classic Cars
specially Camaros there just something
else I’ve liked them ever since I saw
“Better Off Dead” Camaros Are Tuff.
Rick Pena, 25, San Antonio, TX; Cust Svce Rep
Respondents want programming that represents who they are
– In English
Respondents say some Spanish language programming
connects, such as telenovelas, but say:
– It’s predictable, and
– Doesn’t reflect & isn’t keeping up with this audience
American TV is missing the picture
“Finally, I've been waiting to
watch some Hispanic
Americans on TV besides
those telemundo channels.”
Zizinho Licea, 24, Dallas, Self-Employed
Friendships and relationships extend beyond the Hispanic
– Anglo, Professional friends
– International friends
– Relationships with Anglo Women and International
Dynamic people, trailblazing into American culture
“I typically hang with other professionals
(lawyers, teachers, financial planners) when
we go out. Although our action are hardly
professional when we hit the scene.
“Being a young Latino, my relationships have
suffered because of Machismo. Those
insecurities have made me look like a jealous
fool. My Last relationship was with a white
woman, so culturally I believe the experience
was difficult to understand. At the same time,
Latinos grow up demanding certain respect.
Such as, other guys (who she says are just
friends) calling her pad, or having gay guy
“I don’t mind an independent woman, but I
want what any man wants respect and
Edmundo, Aguila, 28, Seattle, WA; TV Reporter
Respondents exhibit strong connection to their Hispanic culture
Exhibit strong sense of responsibility to their community
– Giving back - Community Uplift
– Helping youth
– Professional Integration
– Social Integration
Hispanic culture, history & community
“In the future I actually want to use knowldege and
experience that I have attained and when I am
financially able to start a program called the "Society
for the Preservation of Health Wellness and
“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.
“I feel that today’s youth either lack an appreciate for
the arts or are not put in the publics view enough. I
also see a lot of unrecognized artists and performers
that need to be given a chance.
Rodney Roldan, 31, VA; Actor