Más Que
Celebrated the Latino community and entrepreneurship


The Challenge

In a time when brands are fighting for the attention – and wallets – of the Hispanic consumer, Target wanted to underscore its continued commitment as the retailer that represents, celebrates, and supports the Latino segment.


The Idea

To demonstrate that they understand the multi-dimensional realities and needs of their Latino guests, Target launched Más Que (More Than), a campaign celebrating the entrepreneurial spirit of the Latino community. The integrated marketing campaign included a Hispanic Heritage Month collection featuring products created by Latino artists and founders, a speaking opportunity at the L’ATTITUDE conference, as well as storytelling that highlighted the experiences and cultural influences of the Latino founders on their path to success.


The Impact

  • 540 million media impressions
  • 80 media placements
  • 144% YoY coverage increase
  • 73% feature placements

New Insights Report: BODEN Agency Helps Brands Tap “The Power of the Mamiverse”