Re-imagining Cinco

By May 4, 2017Insights

This Cinco de Mayo, a sense of pride and hesitation begins to set over me. I feel pride because it’s become of one of the most significant times of the year when the U.S. acknowledges Mexico for its history and culture. However, I remain hesitant because many of those who celebrate the holiday, do not fully understand the meaning behind it, or worse yet, recognize it as “Cinco de Drinko.”

While I’m not against kicking back a few, it would benefit us all knowing the true meaning behind today. Contrary to popular belief, Cinco de Mayo is not Mexico’s Independence Day. Instead, Cinco de Mayo commemorates the Battle of Puebla in which Mexico fought and won against the French.

It’s not anyone’s fault for not knowing any better. As marketers, we are accountable for the caricature of margaritas, sombreros and nachos that have befallen this day. Being cognizant of this will hopefully spring about change. And so, let us use this moment to tell the actual story behind the holiday–focus less on the margaritas and sombreros, and focus more on the rich stories and culture that came about after Mexico’s victory.

By doing so, we can be more respectful to the communities we are trying to reach and probably inspire them in the process. The Hispanic/Latino community has stopped paying attention to our Cinco de Mayo tactics and with “Cinco de Drinko” clouding over the date, can you really blame them?

This Cinco, let’s change the conversation.