Coca-Cola Hispanic Heritage Month Event Recap

1. HISPANIC HERITAGE MONTH EVENT RECAP
HOSTED BY THE HISPANIC LEADERSHIP BRG

2. “Bicultural Hispanics experience a
duality of identity. They embrace both
languages, identify with both cultures
and want to remain bicultural. Being
bicultural is a mindset, a way
of thinking, a destination.”
Bicultural Hispanics are clear about what they like from each culture.
Core values are key to connecting with Bicultural Hispanics:
• Dual Identity & Cultural Fluidity
• Togetherness & Staying Connected
• Spanish is important and resonates at
a deeper level
KEY LEARNINGS FROM HISPANIC HERITAGE MONTH EVENT:
THE BICULTURAL REVOLUTION OF HISPANICS

3. “Language and context play a big role when it comes
to finding ways to better engage with bilingual
Hispanics. It is important for marketers to understand
the unspoken impact of the language. In more
emotional and informal setting Spanish tends to be
used more often, but in more formal/business setting
English tends to predominate. Give people options,
because the freedom to choose how to interact with
the world is the essence of being bicultural.”
KEY LEARNINGS FROM HISPANIC HERITAGE MONTH EVENT:
THE BICULTURAL REVOLUTION OF HISPANICS

4. HISPANIC MOM PANEL
“I believe my culture is what guides me in
teaching my daughter the values I grew up with.
I talk with my daughter in Spanish because I want
her to grow up knowing the language and being
bilingual. As a Latina, I am teaching my daughter
the value and importance of family and humility.
But growing up as an American, I also want her to
learn the value of education and how to persevere
against any challenge.”
Diana Marticorena on
raising her daughter
with Hispanic and
American values

5. HISPANIC MOM PANEL
“Being bicultural is the most American
thing ever. This country has welcomed
people from all over the world who have
been able to flourish and reach their full
potential in this country. I consider it a
privilege. Everything is here that I need to
succeed, to lead, to parent and to thrive.”
Mariela Romero on
what she’s most proud
of as a bicultural Latina

6. “Being a bicultural teen is like a
doorway – a doorway that opens
to a bridge that connects you with
other people. It allows you to have
two different yet similar perspectives
on things going on in your life. Being
bicultural also allows you to bond and
meet new people who share similar
traits from both cultures.”
Samuel Lopez on
what being bicultural
means to him
“Spanish is my first language and it
means a lot to me. It shows me where I
came from. English is the language that
tells me where I am going.”
HISPANIC TEEN PANEL
Christopher Lopez on the meaning of being bilingual

7. “Yes, I am Mexican.
But I am also American.
And that makes me a proud man.
To have my origins at heart,
And yet be able to make a
home out of this land.
Because I am bi-cultural,
I am Mexican, But I am also American.”
An excerpt from Samuel Lopez’s
spoken word poetry performance
HISPANIC TEEN PANEL

8. “My family motivates me to keep going
and stay optimistic. The most important
thing to me is my family. My goal is
to make them proud and to show
them that I can accomplish my
dreams with their support.”
Paola Drekha-Koz
on the importance
of family
HISPANIC TEEN PANEL