Tradition alone doesn't make a brand legendary

In Multicultural Marketing, Tradition Alone Doesn’t Make a Brand Legendary. 

For those who appreciate traditional Mexican culture, recognizing the great icons of lucha libre is almost instinctive. In this symbolic universe—where characters are divided between rudos and técnicos —few figures reach the mythic status of "El Santo" -the polished, charismatic star of Mexico’s golden age of cinema, the hero of a thousand battles, stylish driver of a cool 1954 Porshe Speedster, and the bearer of a legacy that transcends generations.

But every great narrative needs its counterpart. Just as every Ford has Chevy, El Santo found in "Blue Demon" -the perfect rival—equally legendary, equally recognizable. Two figures that, decades later, remain powerful cultural assets for connecting with audiences.

Recently, two advertising campaigns caught my attention. Both leveraged these legends, yet each approached consumer engagement in fundamentally different ways.

First, with a vibrant and accessible visual style reminiscent of major retail brands, comes from Northgate González Market. The commercial accomplishes something ambitious: bringing together multiple cultural icons in a single narrative driven by nostalgia. Sports figures like Jorge Campos, Julio César Chávez, or legendary Mexican cinema superstars like Angélica María, and Pedro Infante build an emotional universe where food, soccer, and family intertwine. At the center of this celebration appears El Santo, reinforcing the connection to Mexican identity.

From a multicultural marketing perspective, this campaign leans heavily on collective memory. It speaks directly to an audience that recognizes these faces and associates them with meaningful moments in their lives. The result is a powerful emotional experience rooted in belonging, nostalgia, and community. However, this approach introduces a strategic tension: when the cultural spectacle becomes too large, the brand itself can fade into the background. The audience remembers the feeling, but not necessarily the product. It’s a high-budget execution, effective for awareness, but with the risk of overshadowing the brand’s core value.

https://www.youtube.com/watch?v=xdDEmh3IsdI

https://www.youtube.com/watch?v=ECCFk8hWYD4

In contrast, the second campaign from La Costeña, featuring Blue Demon, takes a very different route. Here, the focus is not on the past, but on the present and the future. With a grittier tone—reminiscent of popular campaigns of Mexican beer “Tecate”—the message centers around a deeply rooted phrase in Mexican vernacular: “¿Te atreves o te rajas?”

This is not a nostalgic homage, but a call to action. The campaign connects with the everyday experience of Mexican-American communities: hard work, resilience, and hybrid identity. Murals, urban color, and contemporary family dynamics ground the narrative in the United States, not in a distant memory of Mexico. In this context, Blue Demon serves as a moral compass—a symbol of endurance and resolve. And front and center, without ambiguity, is the product: the rajas from La Costeña. The brand doesn’t hide; it integrates itself into everyday life.Much like in the classic stories and historical lucha libre, this time—at least from a strategic perspective—Blue Demon once again comes out on top over El Santo.

From a multicultural marketing standpoint, this campaign stands out because it understands that culture is not static. It’s not just about remembering—it’s about evolving with the audience. Here, pride doesn’t come from the past, but from the determination to move forward without “rajarse.” 

Both campaigns are effective, each within its own strategy. One builds through nostalgia; the other through active identity. One celebrates; the other challenges. For marketers, the takeaway is clear: beyond budget, what matters most is defining the role your brand plays in the consumer’s life. Are you evoking emotion, or driving action? Are you the stage, or the protagonist?

Multicultural marketing demands more than translation—it requires context, cultural fluency, and strategic intent. Above all, it requires clarity on how cultural value translates into brand value.

If you are planning your advertising strategy for the coming months, we would be happy to explore how we can help you reach new customers and strengthen your presence in the community.

Let’s talk about your spring campaigns. Contact us today via email to learn more about advertising and partnership opportunities.

Warm regards,

Gustavo Mancilla, 

Founder, MLatino MediaPublisher, El Minnesota de Hoy