Authentic Multicultural Marketing: How TEAM Puts People Before Brands

Why Culture Must Lead in Modern Marketing

Culture leads, brands follow. In today’s marketing landscape, brands are navigating diverse audiences where authenticity determines whether they’re welcomed—or ignored.

For Shairy Gonzalez, TEAM’s Director of Content and Community, multicultural marketing is more than a strategy—it’s a movement rooted in trust and co-creation.

“When you’re true to yourself and your roots, you can apply that to anything, and people will appreciate your diverse perspective,” she explains.

Case Study: The Amparo Experience with Havana Club

When TEAM partnered with Havana Club, the goal wasn’t execution, but experience. The Amparo Experience honored generations of Cuban identity, exile, and legacy through a groundbreaking theatrical production.

Later, TEAM reimagined Amparo for digital, filming across iconic Miami locations and creating an immersive Instagram series told through the voice of 80-year-old Amparo herself. The result: a cultural story that felt timeless, personal, and true.

Authenticity in Action: Bacardi Mango Chile

When Bacardi introduced Mango Chile, context was everything. Instead of scripted influencer posts, TEAM worked with Latino-American creators who wove the product into their own traditions—cocktail rituals, family celebrations, and Amigas y Más gatherings.

The Mango Chile Curators promoted the spirit authentically, turning it into a symbol of friendship, flavor, and pride. TEAM also leaned into Bacardi’s beloved Coquito, connecting with Latin Caribbean holiday traditions and reinforcing year-round cultural relevance.

Community-Led Content: Tequila Cazadores and Spanglish Engagement

In the digital space, language equals identity. While managing community engagement for Tequila Cazadores, TEAM noticed bilingual fans commenting in Spanish, code-switching in Spanglish, and asking for content that reflected their lives.

Instead of translating captions, TEAM shifted the entire brand voice. Today, Cazadores embraces a Spanglish-forward strategy, speaking with Latino audiences rather than at them—making people feel seen, heard, and valued.

Living Culture Internally: Hispanic Heritage at TEAM

TEAM doesn’t just activate multicultural marketing externally—it’s part of the agency’s DNA. During Hispanic Heritage Month, TEAM hosts experiences that celebrate Latin traditions, from sobremesa storytelling to cooking classes with Chef Eddie Zamora.

As Shairy notes, “When you lead with authenticity, people feel it. And when people feel it, they connect.”

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Key Takeaways for Brands

• Treat culture as a lens, not a tactic. Marketing rooted in lived experiences builds trust.
• Co-create with communities. Invite audiences to shape the narrative.
• Adapt language with care. Bilingual and Spanglish strategies reflect real identities.

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We believe multicultural marketing isn’t a seasonal trend—it’s a commitment. By putting people before brands, we help partners like Bacardi, Havana Club, and Tequila Cazadores create experiences that resonate because they’re rooted in truth.

When culture leads, connection follows.

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