In Hispanic families, Mother’s Day isn’t about a cute card or a fancy brunch.
It’s a celebration of legacy—a gathering where three generations share stories, recipes, sacrifices, and dreams around the same table.
So the real question is:
How does your brand show up in that moment?
If you want your campaign to touch an abuelita’s heart, resonate with a hardworking mamá, and go viral with a Gen Z daughter, you need more than translation.
You need transcreation.
Why thinking multigenerational matters
Because in Hispanic households, life doesn’t happen in silos.
It happens together.
According to Pew Research, more than 27% of Hispanic adults in the U.S. live in multigenerational households.
And in that home, every woman sees the world through a different lens:
- The abuelita, fluent in Spanish, said her prayers in a quiet voice, watching her favorite novelas.
- The mamá, bouncing between Zoom meetings and the kitchen, holding on to her dreams between tasks and Reels.
- The daughter, posting TikTok videos about how her mom raised her and lifted her standards, with just one look.
This isn’t a campaign targeting a specific “audience segment”.
It’s an emotional ecosystem.
And brands that understand that don’t just stay relevant—they become part of the family.
One message won’t reach everyone
Let’s say your campaign theme is “celebrating strong moms” this year.
Powerful idea.
But the way each generation experiences strength is radically different:
| Generation | Language | Emotional Trigger | Platform |
| Abuelita | Spanish | Gratitude, Sacrifice | WhatsApp, Facebook |
| Mamá | Bilingual | Resilience, Dual Roles | Instagram, Email |
| Hija | English/Spanglish | Empowerment, Humor | TikTok, Reels |
A generic message doesn’t just fall flat—it wastes a powerful opportunity to build emotional relevance.
Three tips to craft a campaign that touches every heart
1. Don’t start with language. Start with values.
Before you ask “Spanish or English?”, ask:
What does motherhood mean to this audience?
For some, it’s sacrifice.
For others, it’s strength.
For many, it’s both.
2. Think platform, not just persona.
The medium shapes the message.
Don’t copy-paste. Design for the channel:
- TikTok: Humor, visual storytelling, authenticity
- Instagram: Pride, aesthetics, emotion
- WhatsApp: Intimacy, voice notes, family photos
- Facebook: Nostalgia, reflection, family connection
3. Use culture. Not clichés.
Mariachis and roses are beautiful, sure.
But the Latino experience is far richer.
Tell the stories of:
- Afro-Latina matriarchs
- Aunts who raised generations
- Single moms and LGBTQ+ moms
- Blended, mixed-race, and chosen families
The magic lives in the full spectrum of Latinidad, not the shortcuts.
Don’t translate. Transcreate. Speak to every woman at the table.
Real Case: Coca-Cola “Inseparables” — How to Speak to the Multigenerational Heart
When Coca-Cola set out to celebrate Mother’s Day in the U.S., they knew one story wouldn’t be enough.
Hispanic family life isn’t linear—it’s a tapestry woven from generations, emotions, and memories.
That’s how “Inseparables” was born.
A bilingual, interactive campaign that lets viewers switch perspectives between a grandmother, a mother, and a daughter—each telling her story in her own voice, her own language, and in her own way.
And the impact?
An experience that mirrors millions of Latino households where prayers are said in Spanish, cultures are balanced in daily life, and Spanglish lives on TikTok feeds.
But Coca-Cola didn’t stop at storytelling:
They also offered free three-minute international calls, allowing people to reach their mothers around the world, bridging marketing with real emotional impact.
Why it worked:
- Multigenerational storytelling: Each generation was seen and heard, not flattened into a stereotype.
- Bilingual experience: Switching languages didn’t break the story—it deepened it.
- Emotional action: Offering free calls wasn’t a gimmick. It was a cultural act of connection that aligned with the deepest values of their audience.
Reference:
Coca-Cola “Inseparables” – Campaign Live
Multigenerational campaigns require a strategic approach, not assumptions.
In the Hispanic market, Mother’s Day is more than a date.
It’s a cross-generational conversation held in different languages, values, and emotional styles.
Brands that speak to everyone the same way risk blending into the noise.
Brands that honor the differences—and transcreate with cultural intention—create campaigns that resonate, get shared, and build lasting loyalty.
At BOLD, we know success doesn’t come from simply translating a message.
It comes from designing it to belong.
Because a real connection isn’t improvised.
It’s built with strategy, culture, and purpose.
That’s why at our Transcreation Studio™, we don’t just swap languages.
We rewrite your message from the inside out—with the rhythm, the references, and the emotional codes that Hispanic women recognize as their own.
Ready to create a campaign that crosses generations and connects with culture?