1. Levi's Gets Adventurous Marketing to Young, Bi-
Cultural Hispanics
This article was originally published on the Acclaro blog.
Category:Marketing, Global Trends
This past year we saw several examples of global brands that used
cultural and linguistic differences to their advantage, taking a
unique cross-cultural approach to marketing and advertising.
One of these was the iconic American brand Levi's and their Nuevo
Pionero campaign.
In this campaign that showed a truly "adventurous" approach to catching the eye of the young,
bi-cultural Latino market, Levi's took five young U.S. Hispanics on a journey this summer from
Alaska to Argentina on the Pan-American Highway. This literal and metaphorical journey from
North to South shows the five travelers fully clad in Levi's new Work Wear line, stopping in ten
different cities and pitching in on work projects involving the arts. Their experiences were
documented in a ten-week reality show, "Norte a Sur: Una Ruta, 5 Experiencias" (North to
South: One Route, 5 Experiences), that aired in the fall on Discovery en Español.
Levi's market research showed that young Hispanics are even more likely than their general
market counterparts to have smartphones, blogs, and be active users of social media. To build
hype for the show, they armed the five pioneros with iPhones, which they used throughout their
journeys to post updates to the show's website and their own Facebook pages.
Keys to Success: Real-time updates on the journey for web-savvy, hyper-connected U.S.
Hispanic youth. A campaign that matched up naturally with the brand's main message, but was
customized specifically for a Latino audience, with mixed Spanish and English dialogues.
Read about two other brands that we think really used cross-cultural campaigns to their
advantage: Volvo in the U.K. and Coca-Cola in South Korea.
Page 1: Levi's Gets Adventurous Marketing to Young, Bi-Cultural Hispanics Copyright © Acclaro 2012

2. About Acclaro: Acclaro is an international translation and localization company that
helps the world’s leading brands succeed across cultures. We specialize inwebsite
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Page 2: Levi's Gets Adventurous Marketing to Young, Bi-Cultural Hispanics Copyright © Acclaro 2012