A Lifestyle Profile of Young Adult American Latino Men

Overview   Objective:

Capture the 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 brand.

  Problem: With difficulty finding a central acculturated Hispanic online community - for potential respondents, we instead came up with the idea of bringing the respondents to us.

  Solution: We developed the idea of “creating” a Hispanic reality show, and to “cast” for show “participants” - who were to become our study respondents.

  Execution: We posted a “casting call” on Craigslist across 25 US markets.

  Results: 1)  We received over 100 personal diaries from individuals participating in the casting

call/study. 2)   The insights we delivered helped win the Captain Morgan account along with

the accounts for US Hispanic advertising for 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 why? What kind of music do you listen to? What do you think are some developing trends or artists in

music? 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 about you.

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 tyler@westlondongarcia.com

Header: Casting Hispanic-American Men for Reality Show

Ricardo – A Glimpse of the Respondents

Executive Overview – Key Lifestyle Insights

Respondents are Highly Acculturated: •  English is their first language. •  The overwhelming majority portray a high level of

knowledge, acceptance and comfort in American culture, through: –  Music –  Fashion/Retail Brands –  Cars –  TV consumption

•  They are dynamic individuals – international –  In terms of socialization/assimilation, friendships and

relationships •  They value their Hispanic culture, history &

community –  Integration: Professional & Social –  Community involvement & empowerment

English First:

•  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.

David William Gonzalez, 22, San Francisco, Student “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 Francisco native.

“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.

American & Mainstream Music is Accepted

•  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

Andrew Hernandez, 24, Los Angeles, UCLA Sr., studying History and Art History “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.

Fashion is American

•  Respondents exhibit a diverse taste in American fashion: – T-shirt and Jeans – Pretty Boy – Preppy – Surfer

•  Respondents are brand loyal in terms of both fashion and retail brands

•  Some respondents shop online

Adrian Javier Gonzalez, 22, Chicago, Recent Northwestern Grad

“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 look good.”

America is a Car Culture

•  Majority of respondents are car fans – Muscle Cars in vogue – Minis for the city – European cars for prestige – Comfortable with “It’s paid for”

Rick Pena, 25, San Antonio, Customer Svc Rep “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 sounding Tuff!

“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. Chevy Tuff!”

American TV is missing the picture

•  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

Zizinho Licea, 24, Dallas, Self-Employed

“Finally, I've been waiting to watch some Hispanic Americans on TV besides those telemundo channels.”

Dynamic Individuals - ‘Trailblazing’ into American culture •  Friendships and relationships extend

beyond the Hispanic community – Anglo, Professional friends –  International friends – Relationships with Anglo Women and

International Women.

Edmundo Aguilar, 28, Spokane, WA, TV News Reporter

“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 friends.

“I don’t mind an independent woman, but I want what any man wants respect and unconditional love.

•  Respondents exhibit strong connection to their Hispanic culture and History

•  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 Spirituality". “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, Virginia, Actor.