Hispanic Heritage Month drives brand campaigns, but year-round focus needed

The news: As Hispanic Heritage Month (September 15–October 15) ends, it’s worthwhile to evaluate how major brands honored the contributions and culture of Hispanic Americans. The Hispanic population in the US continues to grow, currently representing about 20% of the nation and projected to reach 25% by 2060.

The campaigns:

• Major League Baseball partnered with agency Remezcla to launch a tribute campaign honoring Latino baseball star Roberto Clemente as part of its "El Béisbol es Otra Cosa" initiative.
• T-Mobile featured “Saturday Night Live” actor Marcello Hernández and his mother in an ad campaign marking the iPhone 16 Pro launch.