Hispanics have purchasing power of $860 billion, according to the Selig Center for Economic Growth at the University of Georgia, and all I get on my package is the translation of the words “black beans” to frijoles negros?

A bilingual label may play a key role in an integrated marketing campaign, but is it really enough? Copy alone will not truly capture the hearts and minds of the U.S. Hispanic consumer, but it’s a start.

We may be a complex group that hails from more than 25 different countries, with various levels of acculturation, but one element that we certainly have in common is the telenovela, or Latin American TV soap opera. Tell us a story as telenovelas do. Telenovelas capture us, bring us together, make us cry, make us laugh, and even give us very naughty ideas. But what they do best is connect to some part of us.

Telenovelas tap into sensory emotions that connect us to characters. Just as their characters form a connection, so should your brand, your package, and your product.

Communicate and connect to us with your brand’s ability to tap into our emotions and senses. But, in order to do this, you must understand us first.

As I mentioned, we’re a complex and emotional group. We are passionate about our families, about our music, and of course, we are passionate about our telenovelas. As designers, strategists, and marketers, you must also tell a brand story that is consistent and cohesive, and that connects to a growing Hispanic market through all touchpoints of the brand.

If Ugly Betty can do it, and actually make us want to watch more, can’t this be achieved for a brand and its packaging? ¿Que pasa, USA?

Here are some considerations to achieve this objective.

“It’s made just for me” connection/Es hecho para mi unión

In health and beauty aids, Sunsilk is the first U.S. brand to include Hispanic-specific variants at launch with SKUs that address the hair-specific needs of Hispanic women with shampoos, crèmes, and conditioners such as Anti-Esponja (Anti-Spongy) and Anti-Cáida (Anti-Fall). OPI created a line of nail and lip shades called “Mexico” that was inspired by the vibrant colors of the region.

This is the basis of personalization the “it’s made just for me” factor. Consumers want to think of their brand choices as uniquely their own. Hispanic consumers need to feel understood by virtue of the products for which they have established a comfort level. Start at this point when attempting to expand brand loyalty.

Hispanics are particularly interested in spending money on beauty products. Inclusion rather than exclusion is the way to go. Create SKUs that accommodate the beauty needs of Latinos and Latinas, and you will create the “it’s made just for me” connection.

While it’s true that not all brands may have the option to develop and launch an entirely new product line for the Hispanic market, inclusion can be achieved by incorporating specific SKUs into current product portfolios.

Keep in mind/Tenga presente:

Several attributes should be considered when developing new products. Create a cohesive brand image across all categories to command trust and recognition for your brand. Likewise, when introducing a new product for the Hispanic market into your portfolio, make sure you capture our sensibilities with vibrant color shades, strong fragrances, and the obvious inclusion of Spanish language on the package.

Scents in non-food categories are a strong attribute with Hispanic consumers. Preferences for citrus and berry scents along with fresh cinnamon and vanilla skew higher than the general market.

Watch out/Tenga cuidado:

In the food and beverage categories, Grupo LaLa, the largest dairy product company in Mexico, penetrated the U.S. market by carefully positioning its milk in heavily populated Mexican areas. LaLa has been able to extend its native Mexican consumer base by following it into the United States. Consumer product companies should be aware of this strategy so they are prepared for the competition and become less vulnerable when companies like LaLa come to market.

In other categories, companies are aligning to target the Hispanic market. For example, Goya Foods is known as a leader in the Hispanic consumer packaged goods (CPG) arena, but does not market ice cream. Breyer’s is a leader in ice cream in the CPG arena, but the brand did not have a Hispanic-following. The strategic alliance of Goya and Breyer’s in introducing Goya ice cream by the makers of Breyer’s—in flavors such as Mangos ‘N Cream and Dulce de Leche, which Hispanic consumers find especially appealing—is a smart strategy.

The reality/La realidad:

Of concern to women in both the U.S. Hispanic market and consumers in general is having to sacrifice traditional quality time with the family to provide for the family. Product marketers can help solve this problem for women through packaging. Solutions that are quick and easy, and accompanied by simple instructions, will help the typical overworked, stressed-out, and multitasking woman.

To U.S. Hispanics, the value of a meal is more emotional than functional. The value placed on having time to eat dinner together as a family, coupled with the lack of time necessary to prepare a traditional-style meal, leaves mom feeling compromised. One way convenient meals can appeal to the Hispanic mom is by not having her feel as if she has to compromise tradition, nutrition, or using fresh ingredients.

The true winners are convenient meals and products that use labels to offer tips or recipes on how to incorporate fresh ingredients. Other winners achieve traditional style meals in a reasonable amount of time and allow mom to sit down and eat with her family without, guilt-free.

Keep in mind/Tenga presente:

Appeal to this consumer through the heart, where values, customs, and traditions resonate. Communicate visual cues of family togetherness, colors, fresh ingredients, smells, and reminders of home. Evolve the design as your consumer’s assimilation level catches up.

Careful/Sea precavido:

Can my brand be Latino too? Understand your reason for being. Is tapping into the Hispanic consumer group right for your brand? If the nature of your product doesn’t necessarily resonate with the Hispanic consumer, don’t force it or you never will be believed. You simply can’t fool the Hispanic consumer.

Ask yourself/Pregúntese:

Does my brand have any awareness among Latino consumers? Is my brand considered a new product or a familiar one with Latinos? Consider how you can slightly modify an existing product to create something Latino consumers will want to try.

By Tammy Vaserstein, Creative Director and Principal, Moxie™ Inc.