captain morgan's ricardo (1)

7/31/2019 Captain Morgan's Ricardo (1)

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A Lifestyle Profile of

Young Adult American Latino Men


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Overview Objective:

Capture the lifestyle insights of young adult American Latinos who lived online todevelop a strategy for a new business pitch on Diageos Captain Morgan SpicedRum brand.

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

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

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

Results:1) We received over 100personal diaries from individuals participating in the castingcall/study.

2) The insights we delivered helped win the Captain Morgan account along withthe accounts for US Hispanic advertising for other Diageo brands: Smirnoff,Johnnie Walker, Crown Royal and Jose Cuervo.


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The Casting Call

West London Garcia production company in New York is developing a national reality televisionshow on Americas REAL, young, bilingual Hispanic-American men - ages 21-29.We need you to provide name, photo, and age and please answer the following basicquestions for us to follow up on. Itll only take two minutes, and itll help us find the rightpeople 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, its all good. Give us a party story or two Tell ushow 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 beand why?

What kind of music do you listen to? What do you think are some developing trends or artists inmusic?

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. Detailstell 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.Dont forget to tell us what city you live in.Please send your information to [email protected]

Header: Casting Hispanic-American Men for Reality Show


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Ricardo A Glimpse of the Respondents


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Executive Overview

Key Lifestyle Insights


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Respondents are Highly Acculturated:

English is their first language. The overwhelming majority portray a high level ofknowledge, acceptance and comfortin Americanculture, through: Music

Fashion/Retail Brands Cars

TV consumption They are dynamic individuals international

In terms of socialization/assimilation, friendships andrelationships

They value their Hispanic culture, history &community Integration: Professional & Social Community involvement & empowerment


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English First:

An overwhelming majority exhibit highlyproficient writing skills.

Use colloquial termsUse online-speak

Some learn Spanish at school - here in theUS.

Some acknowledge Spanish languagedeficiency.


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David William Gonzalez, 22, San Francisco,Student

I grew up in the mission district of San Francisco andled an almost sheltered life.

My Dad is a full blooded Mexican born in SanFrancisco as well. My mother's father is Mexican, andher mother was from Nicaragua. She is also a San

Francisco native.

I have always struggled with certain Latino issues. I didnot learn Spanish growing up and had to learn it inHigh school.

My parents have always tried to be white and it hasalways gotten to me because that is what society tries

to mirror our culture as. I appear to be mixed and havestruggled with whether or not I was white or latin, orwhether it even mattered.

I have learned that it matters. Especially, when latinosthink I am white and whites think I am latino.


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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


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Andrew Hernandez, 24, Los Angeles, UCLA

Sr., studying History and Art HistoryI am such a fan of all types of music.

Fav. artists, to name one for each type ofmusic, Faith Hill for Country, Mozart for

Classical, Paul Van Dyk for Dance, The Carsfor 80's, Missy Elliott for Hip Hop, Shakira forLatin, Dean Martin for Lounge, Musiq for NeoSoul, Gwen Stefani for Pop, Aaliyah for R&B,Lenny Kravitz for Rock, Benny Goodman forSwing, and Elvis.

Some trends in music right now are HotDancing females with hip raggae dance music,like Ciara and Rihanna.


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Fashion is American

Respondents exhibit a diverse taste inAmerican fashion:T-shirt and JeansPretty BoyPreppySurfer

Respondents are brand loyal in terms ofboth fashion and retail brands

Some respondents shop online


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Adrian Javier Gonzalez, 22, Chicago,

Recent Northwestern GradIn spanish terms I'm what you might call a"freza." At clubs I where nice, trendy buttondown shirts and dark jeans and occasionally I'llput on a sports coat.

My clothes tends to be more fitted. I also like towhere a some what tight t-shirt and jeans andflip-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.


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America is a Car Culture

Majority of respondents are car fansMuscle Cars in vogue

Minis for the city

European cars for prestigeComfortable with Its paid for


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American TV is missing the picture

Respondents want programming thatrepresents who they areIn English

Respondents say some Spanish languageprogramming connects, such astelenovelas, but say:Its predictable, andDoesnt reflect & isnt keeping up with this

audience


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Zizinho Licea, 24, Dallas, Self-

Employed

Finally, I've beenwaiting to watch some

Hispanic Americans onTV besides thosetelemundo channels.


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Dynamic Individuals - Trailblazing

into American culture Friendships and relationships extend

beyond the Hispanic community

Anglo, Professional friendsInternational friendsRelationships with Anglo Women and

International Women.


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Respondents exhibit strong connection totheir Hispanic culture and History

Exhibit strong sense of responsibility totheir communityGiving back - Community UpliftHelping youthProfessional IntegrationSocial Integration

Hispanic Culture, History &

Community


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In the future I actually want to use knowldegeand experience that I have attained and when Iam financially able to start a program called the"Society for the Preservation of Health Wellnessand Spirituality".

This program will focus on helping low incomefamilies with housing and provide primary healthcare prevention for free.

It also will consist of a volunteer Youth programcalled "Angels of Peace" as well as theconstruction of serveral Community centers thatwill focus on the arts as well as science andreligion for the youth of today.

I feel that todays youth either lack an appreciatefor the arts or are not put in the publics viewenough. I also see a lot of unrecognized artistsand performers that need to be given a chance.

Rodney Roldan. 31, Virginia, Actor.


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captain morgan's ricardo (1)

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