From Celia Cruz and David “Big Papi” Ortiz to Bad Bunny and Karol G, Hispanics have significantly contributed to global culture, history and economies. They have made their mark in music, paved the way in fashion and entertainment and even made Spanish or Spanglish mainstream.

They are also an economic powerhouse. Latinos in the U.S. have the fifth-largest GDP in the world, growing faster than any of the top 10 economies during the COVID-19 years. They are also responsible for 28.3% of the total growth of the U.S. economy between 2017 and 2022, according to a recent report from Interbrand.

As more brands recognize the impact of this demographic, progress continues to be made in their representation in the media, equitable pay and more. Yet more work needs to be done. According to the Interbrand report, 40% of Hispanic respondents feel brands don’t make an effort to connect with them, causing 28% of Hispanics to feel brands aren’t meeting their needs.

Currently, only 4% of U.S. marketing budgets are allocated to Latino-targeted efforts, highlighting a missed opportunity for growth. Meanwhile, 69% of Latinos say bilingual ads make them feel seen and represented.

With each Hispanic Heritage Month (Sept. 15-Oct. 15), progress inches closer. This year, brands are once again recognizing and highlighting Hispanic culture and contributions by celebrating legends of the past and present, as well as the intricate and multi-faceted identities of Hispanic Americans.

Also read: Top 5 creative campaigns from the past week

Here’s how brands across categories are celebrating Hispanic heritage—and promoting their products—in 2024.

Modelo

The No. 1 beer in the U.S. is celebrating the creativity and perseverance of the Hispanic community—who represent one in six people in the U.S.—by creating a “One-in-Six Pack.” The one-of-a-kind pack, which will be auctioned off, includes a Modelo bottle designed and hand painted by Mexican American artist Joseph Anthony Perez (aka, sentrock) that celebrates the Hispanic communities’ contribution to U.S. culture with illustrations that reflect Perez’s Mexican roots and motifs nodding to traditional Hispanic art.

Consumers 21 and older can place a bid here. Proceeds with benefit UnidosUS, a nonprofit, nonpartisan organization that serves as the nation’s largest Hispanic civil rights and advocacy organization.

Major League Baseball

MLB and its multicultural agency of record, Remezcla, launched a tribute campaign to Latino baseball star Roberto Clemente as part of its “El Béisbol es Otra Cosa” campaign for Hispanic Heritage Month. For Clemente Day on Sept. 15, Remezcla and MLB teamed up with Puerto Rican tattoo artist Zuh Cordero for a custom-inked portrait of Clemente on a baseball glove. The glove is being auctioned off through MLB Charities, with proceeds going to the Clemente Foundation.

T-Mobile

“Saturday Night Live” actor and comedian Marcello Hernandez stars in a new T-Mobile ad to celebrate the launch of the iPhone 16 Pro in time for Hispanic Heritage Month. The spot features Hernandez and his mother sharing all the perks of the new smartphone, and the benefits T-Mobile offers, including that families can save 20% versus competitors’ plans. The ad airs across all major networks.

Walmart 

Walmart launched The Nuevolution Project, a collection of products that celebrate Hispanic creatives shaping culture. Three spots (the hero is below) spotlight luxury Los Angeles-based streetwear label Wish Me Luck, founded by Hispanic creative Alex Ordonez and photographer Sam Dameshek, as well as  Philadelphia-based Puerto Rican graffiti artist and Hispanic ceramicist Roberto Lugo.

Walmart’s “Wish Me Luck: Dreamers of the Motherland” collection includes T-shirts, hoodies, trousers, trucker jackets and hats, available in more than 100 stores across the U.S. and online. Lugo’s line includes apparel and home products showcasing patterns and visuals that represent his Philadelphia upbringing and Puerto Rican heritage.

Also read: Disney’s Rita Ferro on engaging the Latino fan

Tequila Cazadores x Café Bustelo 

For Hispanic Heritage Month and in time for National Coffee Day on Sept. 29, Tequila Cazadores and Café Bustelo combined their two beverages—100% Blue Weber Agave tequila and coffee—to make specialty coffee cocktails. The Cazadores Café y Café Bustelo espresso martini and Carajillo con Cazadores y Café Bustelo were introduced during a one-day pop-up experience in New York on Sunday (Sept. 29). In addition, Café Bustelo launched a limited-edition Café O’Clock timepiece clock, which fans can enter to win online.

Canela Media

Canela Media is running “Orgullo Latino” programming featuring Latino talent, athletes and artists throughout its content verticals between Sept. 15 and Oct. 15. Programming includes original movie co-productions by Canela.TV and Cinelatino, Canela.TV’s vast library of classic Mexican films, and the return of Canela.TV’s original reality series “Secretos de Villanas” on Oct. 10. Additional programming includes kids’ TV shows, a celebration of Hispanic music artists and more.

Women’s Wear Daily 

WWD partnered with Outfront Media to spotlight stories that honor the contributions of the Hispanic and Latino community to the fashion industry. Ten fashion designers—Sara Beltrán, Willy Chavarria, Maria Cornejo, Gabriela Hearst, Raul Lopez, Narciso Rodriguez, Alejandra Alonso Rojas, Mónica Sordo, Silvia Tcherassi and Elena Velez—were featured on billboards in Times Square. The campaign aims to bring to life this year’s theme for Hispanic Heritage Month: “Pioneers of Change: Shaping the Future Together.”

Buchanan’s Whisky 

Puerto Rican artist and fútbol fan Fabian Rey kicked off Hispanic Heritage Month by unveiling a custom Austin FC x Buchanan’s Whisky pennant mural at Allens Boots in Austin, Texas. The reveal came as part of Buchanan’s “Give it 200%” campaign, which began this summer with a film featuring Austin FC fans coming together to create a tifo, followed by the creation of the custom pennant, which was flown over the city and hung on various Austin landmarks ahead of the big reveal. The 8-by-8-foot mural honors the passion of the Hispanic American soccer fans who give 200% to Austin FC.

NFL

The league launched a season-long “Por La Cultura” (“For the Culture”) campaign showcasing Latino players, coaches and staff and celebrating Latino excellence and stories. Kicking off the campaign, a spot titled “Cross-Border Pride” depicts Latino players returning to their familial home countries to meet their fans, expanding awareness of the sport beyond the U.S.

The first spot features Kansas City Chiefs running back Isiah Pacheco exploring his Puerto Rican roots and Chicago Bears kicker Cairo Santos returning to his home country of Brazil. A second spot will be released later in the year, highlighting New Orleans Saints wide receiver Chris Olave connecting with his Cuban heritage in Miami’s “Little Havana” neighborhood and Arizona Cardinals offensive lineman Will Hernandez embracing his culture in Mexico.

The theme of the spots is “I’m From Here, I’m From There,” spotlighting bicultural identities. The 30-second ads will run throughout the season, with a 60-second hero spot set to showcase all four players’ pride in both their U.S. and Latino roots.

The NFL also launched a voting-centric spot titled “NFL Vota.” The public awareness initiative encourages Latino fans and the broader NFL community to engage in voter education, registration and turnout. Dave Canales of the Carolina Panthers, the only Latino head coach in the NFL, stars in the ad, encouraging eligible voters in the Latino community to participate in the country’s democratic process.

Lastly, the NFL, Hispanic Heritage Foundation and the NFL Latino Youth Honors program will celebrate high school seniors who excel both in the classroom and on the field. All 32 NFL teams are invited to select one male and one female high school senior football player to represent their team. From the 64 nominees, eight finalists will be selected to represent each of the NFL’s eight divisions, and they will receive grants from Procter & Gamble that can be used for college. The two national winners will get $25,000 grants and the six finalists will each receive $5,000 grants.

Recipients will also attend the Super Bowl and participate in events in New Orleans during Super Bowl LIX week designed to provide mentorship, guidance and resources to pursue careers in professional sports.

Warner Bros. Discovery 

On Sept. 15, Warner Bros. Discovery started running “Hispano Soy,” with original programming and commemorative promotional spots across its TV networks, including Discovery en Español, Discovery Familia and Hogar de HGTV. The spots feature distinct Hispanic expressions and phrases, celebrating Hispanic linguistic heritage and community pride.

Telemundo x NBCUniversal 

Telemundo and NBCUniversal’s “Celebrating All That We Are” (“Celebrando Todo Lo Que Somos”) campaign aims to celebrate the Hispanic community through a month-long series of activations, Hispanic content and programming across platforms.

A PSA video pays homage to the different identities and walks of life of Hispanics in the U.S. A call to action on its social media platforms invites Hispanics to share their personal stories and proudly join in celebrating their heritage. The campaign will also include social media spots featuring notable Latino figures in entertainment and news.

The campaign will also highlight a message from Academy Award-winning actress and Hispanic Heritage Month ally Lupita Nyong’o. In addition, Telemundo will spotlight national Hispanic Heritage celebrations through its entertainment and news programming.

Telemundo Deportes shows and digital properties will profile Hispanic American athletes and commemorative games throughout the month, including from the 2024 Paris Olympics and Premier League. The network will also host a celebration with the National Women’s History Museum for the release of a Celia Cruz commemorative coin. It also co-hosted the third annual Axios Latino Visionarios event celebrating the contributions of Latinos on Sept. 5 in Los Angeles.

American Family Insurance 

American Family Insurance released a new commercial in its “Life’s Better” campaign featuring an all-Hispanic cast. “Blackout” depicts the experience of a modern-day Hispanic American family moving to a new home. The spot was created by Elite Media, American Family’s creative agency partner, and will air locally and online.

ABC News

ABC News’ Hispanic Heritage Month coverage celebrating the history, heritage and contributions of the Latin community will culminate with a one-hour primetime special, “Latinos in Hollywood: Owning Our Destiny,” on Oct. 11. Hosted by John Quiñones, the special will explore Hollywood’s creative Latino community as well as Hispanic representation and visibility in entertainment and media.

FCB New York 

FCB New York is hosting a series of weekly events throughout Hispanic Heritage Month in partnership with its Hispanic Employee Resource Group, “Vida.” In the second week, FCB New York recognized dancing expressions in a salsa class. The third week will feature a “Feliz Cumpleaños” party to toast those celebrating birthdays this month. To conclude the month, Andrés Ordoñez, FCB’s global chief creative officer, will participate in a fireside chat with Camila Rodriguez to discuss his career journey and the importance of providing opportunities for diverse cultures, and showcase some Hispanic work.