Campaign Chemistry Campaign Chemistry: Orci’s Marina Filippelli and EchoCultura Consulting’s Michael León-Rivera
On February 8, “the world will dance” to Bad Bunny’s Super Bowl halftime show. But for the Hispanic and Latino community, the sight of a global superstar — with a Spanish-only album currently dominating the charts and, most recently, the Grammy Awards — performing on America's “biggest stage” holds a different meaning against the backdrop of a volatile anti-immigrant climate.
In this episode, host Luz Corona sits down with Orcí CEO Marina Filippelli and EchoCultura Consulting founder Michael León-Rivera to discuss the cultural weight of Bad Bunny’s performance at the Super Bowl and his recent Grammy wins, framing him as a symbol of the “contradictions in Puerto Rican identity.” The group also digs into a ThinkNow study regarding the impact of immigration raids on Hispanic consumer behavior as the sobering data demonstrates the decline of “The American Dream” and how it has led to shifts in shopping habits, including a decrease in in-store visits due to fear and community tension.
Lastly, the group provides insight into how they are staying grounded as Hispanic leaders while navigating a polarizing news cycle.
The sound bite
“The consumers are much more complicated than we make them. We want them to fit within our psychographics, but we need to remember that many Hispanics live in mixed-status households."
The key takeaways
- While anyone can buy media reach, real brand love and loyalty are built through actions, respect and a deep understanding of what the consumer is facing.
- Turning away from multicultural consumers because the conversation feels “too complicated” is dangerous. Inaction allows competitors to capture the loyalty of rising generations such as Gen Z.
- Brands should focus on making progress rather than achieving “perfection.” Moving forward with small, honest actions aligned with core values is more effective than remaining frozen in fear.
- Recent data shows a sharp decline in patriotism and optimism among U.S. Hispanics. Marketers must recognize that the traditional “American Dream” narrative may no longer resonate as it once did.
- Socio-political events, such as immigration raids, directly influence shopping habits. Fear can lead to a reduction in in-store visits and a general pullback in economic spending.
- There is often a tension between corporate shareholder priorities and a brand’s mission. Marketers must navigate these “internal contradictions” to ensure the brand’s public image remains human-centric.
- Multicultural marketing is not Illegal. Despite the current political climate and fears of backlash, it is critical to remember that specifically targeting and supporting multicultural communities is a legitimate and necessary business practice.
- Figures such as Bad Bunny serve as a “pedestal” for the community. When a trusted voice speaks on values like love and empathy, it carries more weight than a traditional brand message.
- Hispanic households are frequently multi-generational. Younger, more socially conscious members often influence the shopping patterns and brand perceptions of the entire household.
- In a volatile news cycle, consumers want to feel understood. Approaching marketing with empathy and compassion helps brands maintain a connection even when consumers feel insecure or unsure about the future.
The reference links =
- Immigration Raids Impact Study by ThinkNow
- Standing Together: An Evening of Solidarity Fundraiser on February 20, 2026
- Thought leadership from Rivera:
- Campaign US Super Bowl coverage
Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.
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