New studies show Latinos driving box office sales and coffee consumption

Two separate, recent studies demonstrate the continued influence and purchasing power of Latinos. 

The first, was the annual theatrical statistics report released today by the Motion Picture Assn. of America reporting that global box office sales grew to a record $34.7 billion in 2012, with domestic totals reaching a benchmark $10.8 billion.  In the U.S. market, a steady four-year decline in teen attendance per capita was offset by a surge in attendance from Hispanics and moviegoers aged 40-49.

The second, from the National Coffee Association, showed that coffee consumption is much stronger among U.S. Hispanics than non-Hispanic counterparts. In fact, 74 percent of U.S. Hispanics drink coffee daily, fully 12 percentage points ahead of non-Hispanics.

Further, Hispanics appear to drink more premium coffee types than non-Hispanics, with 46 percent saying they drink gourmet coffee beverages daily versus 29 percent of non-Hispanics and, for daily espresso consumption, 32 percent versus 11 percent.

EDITOR'S NOTE: I'm drinking a latte as I write this :-)

Heineken understands that Spanish to English translations don't work either

AdAge just published an article reporting that Heineken USA has shifted its advertising for Tecate from Mexican-based Olabuenaga Chemistri to Inspire Dallas. 

The reason?

"We realized that when a Mexican agency tries to develop English creative, it feels translated," Mr. Palau told Ad Age. "So in all honesty, we were not comfortable with the delivery."

My question is why don't general market brands say the same thing about their creative being translated from English to Spanish to reach U.S. Hispanics? 

While great strides have been made and there are great examples of culturally-relevant transcreations of brands to reach U.S. Hispanics, there are many more examples of brands happy to go the translation route.  And, there is certainly no shortage of general market agencies that recommend that route or Hispanic media outlets eager to translate campaigns just to sell a spot or a space.

I hope this serves at least in part as a wake up call to brands that it doesn't work in any direction.