To some May 5th is just another day, but to others it’s Cinco de Mayo, and this can take on multiple meanings. It can mean the celebration of winning a battle, cultural pride, or simply an opportunity to celebrate with Mexican food, beer and tequila.
Cinco de Mayo commemorates the victory of 4,000 Mexican soldiers over a well-equipped French Army of 8,000 on May 5, 1862 in Puebla, Mexico. This battle became known as the Battle of Puebla, and is only celebrated regionally in the state of Puebla, and not considered a national holiday, only observed.
The Battle of Puebla, or Cinco de Mayo, is often thought of as being Mexico’s Independence Day, which is actually celebrated on September 16th. Mexico fought for its independence from Spain from 1810 until 1821, and it was all started by Father Miguel Hidalgo’s Grito de Dolores, close to midnight on September 15, 1810.
Cinco de Mayo gained popularity in the United States for two reasons: 1) Poblanos, those who emigrated from Puebla, Mexico, who continued the tradition of celebrating their heroic battle, and 2) due to the income-generating opportunities around this day.
Poblanos had small fiestas where family and friends celebrated with music, dancing and food. These celebrations grew from honoring those who won the battle for Mexico, to an opportunity to celebrate one’s Mexican ancestry. The Chicano movement of the 1960’s propelled ethnic pride to new proportions.
As celebrations and fiestas grew, so did the income-generating opportunities for businesses. Restaurants, retailers, and just about every business imaginable with a product used, drank or eaten during the celebration, has partaken in either enhancing or diluting the true meaning of Cinco de Mayo.
Brands often use holidays as a day to push product, with only the bottom line in mind. Hispanics are loyal consumers to the brands that embrace and respect their culture. We even pass down our consumer brand loyalties to our children, when brands both respect our heritage, and give back to our communities.
I am a Mexican consumer, and I know the true meaning of Cinco de Mayo. Does your brand?
Xavier Corona | Account Supervisor | FCG Latino
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