The spirit of the holidays is universal, but Hispanic families place stronger emphasis on togetherness at this time with their own unique customs and gatherings that start and end beyond the American holiday season.
The extended holiday season for Hispanic families is marked by a series of deeply meaningful celebrations and long-standing rituals that emphasize togetherness, faith, and tradition. These include:
Día de los Muertos (November 1-2): Honoring and remembering loved ones who have passed, often celebrated with ofrendas (altars), marigolds, and family gatherings.
Thanksgiving (November): many have embraced this holiday as a time to gather and express gratitude, often blending American and Hispanic culinary traditions.
Las Posadas (December 16-24): A nine-day celebration reenacting Mary and Joseph’s journey to Bethlehem, featuring processions, music, and breaking piñatas.
Nochebuena (Christmas Eve, December 24): The centerpiece of Hispanic holiday celebrations, marked by a late-night feast with dishes like lechón asado, tamales, and ponche navideño, followed by midnight Mass (Misa de Gallo).
Nochevieja (New Year’s Eve, December 31): A festive night filled with rituals like eating 12 grapes at midnight for good luck, wearing colored underwear for specific wishes, and celebrating with family and friends.
Día de los Reyes (Three Kings Day, January 6): A beloved tradition where children receive gifts from the Three Wise Men, celebrated with rosca de reyes (King’s Cake) and family gatherings.
Insight:
Hispanic families celebrate holidays bigger and better together!
Hispanic holiday gatherings start in Noviembre (as early as Dia de los muertos, but usually during Thanksgiving), include Las Posadas and the peak at Nochebuena and Nochevieja (Christmas Eve and New Year’s Eve) in Diciembre, then extend into Dia de los Reyes in Enero.
STRATEGIC PLATFORM:
“Novidiero — The Thrill of Holiday Fiestas Together”
Outcome: By coining the term Novidiero, a portmanteau of Noviembre, Diciembre, and Enero, Nissan not only highlights the elongated timeline of Hispanic holiday celebrations, but also differentiates itself as an attuned partner for families during this special time and adds cultural dimension to it’s “Built to Thrill” tagline.
This campaign promoted the dependability and compatibility of Nissan vehicles and technology for visiting loved ones, transporting gifts or bringing everyone together for festive outings, and reflected Nissan’s commitment to being more than just an automotive brand—but a culturally resonant brand that understands and honors the rituals and extended festivities that define the Hispanic experience.
These campaign efforts authentically connected with the community and positively impacted emotional engagement and brand favorability.