We were tasked with creating a campaign consisting of out-of-home and Facebook advertisements targeting Mexican American gay millennial first-time parents raising children in San Francisco, CA. We advertised Black Forest’s organic gummy bears with a planned launch during April, the month of Children’s Day, a Latino holiday. The celebration is not typically recognized in the United States, and we decided that promoting Black Forest Gummy Bears alongside this holiday would express the brand’s willingness to invest in our target’s culture in a profound way. Advertising the product with the central theme of Children’s Day allows Black Forest to stand out to Latino parents while also being able to incorporate LGBTQ+ themes in a subtle and positive light.