Walmart Hispanic Heritage Month Campaign

This case describes a campaign by Walmart to coincide with the 2008 Hispanic Heritage Month (first introduced in 1988 to recognise Hispanics' contribution to the United States).

Walmart Hispanic Heritage Month Campaign

BACKGROUND AND BUSINESS SETUP

Hispanic Heritage Month (HHM) was instituted by President Ronald Reagan in 1988 in recognition of Hispanics contribution to the country, and was timed to coincide with the celebrations of independence of many Hispanic countries (September 15 – October 15), and with the discovery of America.

Though the intention was truly noble, the celebration lacked relevance among Hispanics mainly due to the vast differences among the history and culture of diverse Hispanic groups. Consequently, every year during this month, Hispanics were bombarded by product-centric campaigns that lacked meaning and were basically designed...

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