MERCADEO Versión en español
Manny González of Moët Hennessy: Brands must aim to cultural relevance
10 de noviembre de 2015
Manny González, director sénior Multicultural de Moët Hennessy
For Manny González, Senior Director Multicultural Programming at Moët Hennessy, brands must be relevant to attract new audiences like millennials. In his presentation entitled Reinventing a classic for todays millennial consumers at the 17th annual ANA Multicultural Marketing & Diversity Conference, he said that 84% of Hispanic millennials are engaged with some kind of digital network.”To be relevant, our brands must be attractive for millennials and 40% of them are multicultural by nature. These consumers manage themselves in the digital world, thats the reason why Moët Hennessy’s campaign is focused at digital” he explained.González added that “for a campaign to be successful the multicultural goal must not only focus on the language of the target audience, it must look for relevant aspects of the culture and be authentic, honest and sincere when approaching this cultural fact.” He also said that his brand sponsors La Fiesta de los Muertos on May 5th, among other celebrations of their target audience.This firm works with luxury wine and liquor accounts, such as Moët & Chandon, Hennessy Cognac and Vodka Belvedere.
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