The Perfect Recipe / La Mejor Receta
Alex Duplan | VP, Creative Director of Multicultural
*An English-language translation follows this post below

 

Todos tenemos una receta para todo. Especialmente recetas de cocina, de platillos especiales y deliciosos. Tenemos la receta que nos dejó la abuela que tiene ese ingrediente especial que nadie sabe, al menos eso creemos porque nunca nos queda igual. Las recetas son esas instrucciones que nos permiten llegar a algo. Son una series de pasos que nos ayudan a llegar a ese punto de gloria que nos hace sentir tan bien, ese sentimiento de que logramos algo.

Las recetas también las aplicamos a otras cosas que no solamente son comida. Tenemos una receta para lograr esa comunicación con tu pareja, con tus hijos, con tu jefe. Tenemos una receta para vivir de cierta forma y cada vez que necesitamos de algo especial, sacamos esa receta secreta para conseguirlo. Cada quién tiene su receta para todo, si no pregúntenle al Coronel Sanders y KFC a qué le debe el éxito de su pollo.

Nosotros tenemos también una receta para que el mercado multicultural sea más que un aperitivo. Nuestra receta tiene los ingredientes perfectos y consta de las instrucciones precisas que si las seguimos correctamente seguramente lograremos ese éxito delicioso, comer del plato de un mercado de más de 3 billones de dólares.

Tenemos la gente que entiende la nueva geografía cultural y emocional de este nuevo consumidor. Gente que vive y entiende de dónde viene está nueva necesidad de hablar y conectarse con las marcas que realmente quieren vivir en este mercado tan grande. Nuestra raíz es digital y entendemos los ingredientes digitales para cada necesidad, cada experiencia y espacio. Y sabemos que para que nuestros clientes sean felices y regresen hay que mostrarles que los resultados son reales y sencillos de entender. Sabemos que la creatividad y cultura relevante es la forma de llegar a conectar con este nuevo mercado. Tenemos el sabor que se necesita para ser el platillo favorito. Aquí se puede ver parte del menú.

Ahora, si lo que realmente necesitas en este momento, es ese inolvidable dulce sabor de la abuela que te transporta a otro universo, y te hace olvidarte de lo qué pasa en este caótico ritmo de vida. Es una realidad que cuando nos sentimos así, con ganas de un abrazo reconfortante y no hay nadie que te lo de, pues vas a la comida, a esa receta de la abuela mamá o alguien especial que te hace sentir bien. Bueno pues yo tengo una, el flan de mi abuela. El flan más espectacular que te puedas imaginar. Si de algo te ayuda aquí te va la receta.

6 Huevos.

1 cucharadita de vainilla.

1 lata de leche clavel.

1 lata de leche condensada (la lechera)

Cajeta al gusto.

La preparación es muy sencilla, mezclas los ingredientes y los licúas. Después en tus moldes pones la cajeta, agregas la mezcla y los pones en baño maría por 45 minutos aproximadamente. Después mándalos al refri y listo.

Así de simple, pero lo hacía ella y el flan era una cosa de locos. Quizá escondía algún ingrediente o un toque especial que nunca sabremos. Mientras, si necesitas un sabor dulce y reconfortante dale a este flan, está buenísimo, y si quieres probar las delicias de conectar con este gran mercado, el mercado multicultural, estamos aquí para ayudarte fuerzaconecta@fuerzamulti.com.

Suerte.

 

The Perfect Recipe

Recipes are instructions that allow us to come up with something. They are a series of steps that help us reach that point of glory that make us feel so good, feeling that we achieved something. We all use recipes, especially cooking recipes for unique and delicious dishes. Maybe it’s a recipe our grandmother left us that has that special ingredient that nobody else knows.

We also apply recipes to things other than food. We develop have a recipes to better communicate with our partners, our children or our bosses. If there’s something in life we want, we build a recipe in our minds on how to make it happen. Making that plan, that recipe, then following its instructions is how we can help ourselves become more successful. Colonel Sanders and KFC are famed for their chicken recipe, but they also had a recipe for growing their franchise to what it is today.

There’s also a recipe to success for the multicultural market, but too many places treat this as a recipe for a snack rather than the full course meal it can be. If you gather the ingredients and precisely follow the instructions, you may just be treated to some delicious success (and a slice of that 3 billion dollar pie this market represents).

An important part of that success lies in the ingredients. You need to have people who understand the new cultural and emotional geography of this new kind of consumer. These people are able to facilitate these conversations with brands and the multicultural market. Take Elasticity for example. We are rooted in digital and we understand how digital integrates into every need, every experience and space for this target. We know in order for our clients to be happy and return to us with more work, we must show them results that are real and easy to understand. We know that creativity and relevant culture is the way to connect with this new market. And it’s this unique flavor of ours that makes us your favorite new dish when it comes to multicultural marketing. If you want a taste, you can check out our menu.

OK, all these food metaphors are making me hungry. How about I treat you with a recipe for my grandmother’s spectacular flan.

6 eggs

1 teaspoon of vanilla

1 can of carnation milk

1 can of condensed milk

Cajeta (Mexican caramel sauce) to taste

The preparation is very simple: mix and blend all the ingredients together. Then add your desired cajeta in your molds, pour in the mixture and put them in a water bath for approximately 45 minutes. Then send them to the fridge and that’s it. It may sound simple, but when she made it, the flan was crazy, the best flan you’ll ever eat. Maybe she was hiding some ingredient or a special touch we’ll never know.

So if you need a sweet and comforting flavor, give this flan a try. But if you want to try the delights of connecting with the multicultural market, give us a try and reach out at Fuerzaconecta@fuerzamulti.com.

Buen provecho

Alex Duplan

Alex is a recognized multicultural marketing thought leader who directs the Elasticity Multicultural practice group from the agency’s Dallas-area offices.

This Mexico City native has built up two decades of experience with leading agencies, such as Ogilvy México (in Mexico City), Dieste (in Dallas) and Richards/Lerma (also in Dallas), and Alex has led integrated multicultural marketing initiatives for brands including Kraft Foods, Pepsi, Levi’s, Pizza Hut, HBO, Hershey’s, Avocados From Mexico, Jose Cuervo, Nissan, Bud Light, Budweiser Chelada, Duracell, Procter & Gamble, Gatorade, Mattel, Dr. Pepper and countless others.

Nominated in 2005 as best creative director in the U.S., his award-winning international work — which has garnered FIAPs, Clios, honors from the New York Festival and accolades from the London International Awards, to name just a few — stems from his breadth of experience across all aspects of multichannel marketing. With experience in developing campaigns that integrate digital strategy and social media, direct mail, activations, promotions, TV broadcast, radio, print and content creation, Alex knows more than just how to translate content to reach a multicultural audience; he knows how to decode it, making sure every nuance is translated well and authentically.

Check out some of Alex’s work here:

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