Compañeros’ Hot Take on Cinco de Mayo: What You and Every Brand Should Know

Cinco de Mayo is this week, which means some are bringing out their colorful straw sombreros and prepping the margarita mixes for happy hour. But for Mexican Americans living in the US, the holiday means so much more and nothing at all—at the same time.

Cinco de Mayo is not Mexican Independence Day.

Cinco de Mayo marks the anniversary of the 1862 Battle of Puebla during the Franco-Mexican War, which took place due to years of internal conflict after Mexico accrued large debts to the British, French, and Spanish and Napoleon III’s desire to establish a strategic empire adjacent to the burgeoning United States. While Britain and Spain came to an agreement and chose to not retaliate, the French army stormed the coast and drove the Mexican government north into retreat.

On May 5th, 1862, 6,000 French soldiers made their way to Mexico City. From sunrise to sunset, General Zaragoza led a group of 2,000 loyal and Indigenuous and mixed Mexicans to stop French artillery with few resources. At the end of the day, the French retreated with 500 casualties as the Mexicans stood their ground with fewer than 100 losses.

But the Battle of Puebla was not the end of the Franco-Mexican War. In fact, Napoleon III would go on to establish the Second Mexican Empire, which lasted until 1867. But the date is celebrated because of what it represents: Mexican excellence. With little resources and training, Mexican individuals pulled together and relied on what they knew best to defend the country they loved.

Fun Fact #1: Cinco de Mayo is actually celebrated more in the U.S. than in Mexico.

Some Mexicans in the U.S. do partake in festival type celebrations that tie back to the heritage, while in Mexico it’s celebrated in some local regions and treated as a military holiday. Mexican Independence Day on September 16 is a way bigger deal, as it should be.

Fun Fact #2: Mexicans aren’t the only Latine group in the U.S.

This is for the other Latine people who are mistakenly labeled as “Mexican.”

The U.S.’ Latine population includes people from all over Latin America, including Puerto Rico, Cuba, El Salvador, Argentina, Dominican Republic, Guatemala and Colombia. We’re a complex group of people so think twice  before labeling every Spanish speaking, brown-skinned person as Mexican—there are so many beautiful experiences to embrace.

If you are celebrating, a gentle reminder…

It’s great to partake in celebrations, but please make sure you’re not appropriating. If you’re not sure whether you are, read this:

• DITCH THE SOMBREROS. Yes, that had to be in caps. Those store bought, mass-produced sombreros from American-owned businesses are a shame to the actual history, culture and handcrafting skills those sombreros actually represent, and should not be used as party props by different groups.

• ALWAYS be respectful of the Spanish language, culture and Mexican people. We shouldn't even have to say this, but please don’t be rude. It also may be a good time to reflect and ask yourself how you support the culture during the other 364 days of the year.

• Support independently owned Mexican-businesses or attend REAL Cinco de Mayo Festivities. Search for Mexican-initiated festivities that may be taking place in your city (depending on local health and government guidelines) to attend and learn from, even if they’re virtual!  You can also support Mexican-owned restaurants and businesses (here are some thought starters).

• Learn the actual history of Cinco de Mayo if you don’t know it. We shared a primer above, but if you’re interested in getting into the nitty gritty, see here.

Suggestions for Brands

In the world of PR and marketing, there are HUGE sensitivities around Cinco de Mayo and cultural appropriation. If you or a client are looking to activate around Cinco de Mayo or another Latine-related holiday, we have some tips for you too:

• Make the Culture Connection. If you must do something around Cinco de Mayo, make sure you have legs to stand on whether it be around a product or service, and the Mexican culture. If there is zero to little connection, then there should at least be an implementation, donation, or give-back component that benefitting the Mexican community.
• You wish you were Mexican one day, but we’re Mexican year-round. In order to have a successful, sensitive campaign, embrace the Mexican culture year-round. Don’t just check the box of diversity by executing a campaign around Cinco de Mayo.
• What works? Here are some examples of successful 2020 Cinco de Mayo campaigns:
• Patron used Instagram to spotlight 19 bartenders who they invited to take 15-minute virtual shifts sharing recipes for margaritas as a way to celebrate the holiday and raise money for those struggling in the food and beverage industry.
• Cholula partnered with famed chefs and stars to host a “Tacothon” and donated $1 for every viewer that joined to the Independent Restaurant Coalition, which was formed to support local restaurants that have been suffering due to the COVID-19 pandemic.

Questions about this or anything related? Drop us a line at companeros@praytellagency.com.

Compañeros is Praytell’s Latine Employee Resource Group and is a complex group composed of individuals of all different Latin American backgrounds and geographic locations, which we’re really proud of. Stay tuned to see us shine collectively during Hispanic Heritage Month (celebrated from Sept 15-Oct 15).