The Challenge

Toyota was the leading automotive brand among Hispanic consumers—but the Sienna minivan had historically received little dedicated support, while competitors had invested heavily to win over the segment. Our task was to launch the fully redesigned Sienna in the Hispanic market alongside the general market campaign, with a fraction of the budget and no momentum to build on.

The Solution

Cultural research revealed a critical difference in how minivans were perceived. In the general market, buying a minivan often marked the end of feeling cool—a reluctant surrender to parenthood. But for Hispanic families adapting to life in the U.S., a minivan symbolized something else entirely: success, modernity, and shared ambition—the minivan became a badge of pride for today’s progressive, bicultural parents. The findings clearly pointed to the need for a distinct communication strategy. While the general market campaign centered on ironic humor and “Swagger Wagon” rap performances that poked fun at suburban parent life, our Hispanic campaign leaned into the aspirational. We reflected a vision of modern Latino parenthood grounded in shared responsibility, progress, and pride. We positioned the Sienna as “para la nueva generación de padres”—for a new generation of parents redefining what cool and successful parenting looks like.