Disney Pixar’s “Coco” has smashed its box-office competitors, earning over $108 million since its pre-Thanksgiving release.
The film has drawn praise from critics and moviegoers alike, and it has struck an emotional chord with the U.S. Latino market segment.
For those unfamiliar with the movie, “Coco” is the story of Miguel, a 12-year-old boy in Mexico looking to connect with his ancestors on Día de Muertos, or the Day of the Dead, the Mexican holiday where the dead are remembered, honored and celebrated by their friends and family members.
“Coco” should be required viewing for any professional communicator looking to engage the U.S. Hispanic population authentically, tastefully and creatively. Aside from the music, cuisine and vibrant colors beautifully illustrated throughout the film, “Coco” masterfully pulls back the curtain on the Latino family dynamics, including how family elders and ancestors are cared for, remembered and revered.
Below are five important lessons pulled from “Coco” for PR pros speaking to the 52 million Latino consumers residing in the United States:
1. Incorporate multigenerational storytelling.