Heritage months and celebrations are an excellent way for brands to reach consumers in meaningful and impactful ways. But what do we understand by months of inheritance and observances? Which companies are advertising their products and taking advantage of them? We are going to explore. Heritage months and observances refer to calendar-based recognitions of different cultural groups or particular causes. These typically correspond with the current season (such as Black History Month in February or Women’s Month in March).

Some campaigns that show their commitment to diversity and inclusion

Sometimes they’re also dedicated to topics like Mental Health Awareness Month or Earth Day. By leveraging these events, brands can create campaigns that show their commitment to diversity and inclusion—which is increasingly essential for today’s companies.

Nike’s “Be bold, be true” campaign.

Some examples of brands taking advantage of heritage months and observances include Nike launching its “Be bold, be true” campaign during Black History Month in 2013; dedicated to all rebels with a cause, it features Kevin Durant. Striking images of basketball courts, street art, and the 2013 Nike BHM Collection are accompanied by an inspiring spoken word piece that encourages the fearless and daring pursuit of one’s goals and dreams. This campaign was widely successful because it showcased identity within the company and resonated with the African American community on a deeper level. 

Google’s campaign celebrated Hispanic Heritage Month.

An excellent example of a brand taking advantage of a heritage month is Google’s campaign from 2017. This campaign celebrated Hispanic Heritage Month by partnering with 50 organizations nationwide to create the most extensive digital collection of US Latino art, culture, and history ever curated online. It was incredibly successful because it connected with Hispanics on an emotional level and generated plenty of positive press coverage simultaneously. 

Google creates the most extensive digital collection of US Latino art, culture, and history ever curated online.

Coca-Cola “Orgulloso de ser latino”

In 2015 Coca-Cola celebrated Hispanic Heritage Month by introducing a line of limited-edition tattoos. The promotion was part of their ongoing campaign to honor and celebrate Latino communities’ contributions to the United States. Overall, the campaign was a success. The tattoos were popular with their target audience, young Latinos, who appreciated their thoughtful designs and meaningful messages, as they were Latino surnames. The tattoos not only helped raise awareness for Hispanic Heritage Month but also served to start conversations among people who wanted to learn more about Latino culture. In addition, it allowed Coca-Cola to show its support for the Latino community in a fun and engaging way.

Ultimately, leveraging heritage months and observances is an effective way for brands to reach their target audiences while emphasizing their commitment to diversity and inclusion—all while delivering powerful messages about social issues that matter today. By creating campaigns around these events, brands can increase their visibility, boost engagement, and generate more sales with a straightforward strategy! So if you’re looking for ways to make your brand stand out from the crowd, consider leveraging heritage months and observances as part of your next ad product!