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Thursday, April 3 • 3:00pm - 4:00pm
Starbucks Noches Culturales: “Understanding Your Community to Build Community“

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Starbucks is about building community and bringing people together. Inspired by the traditional flan dessert, Starbucks introduced Caramel Flan Latte to the community in a culturally relevant way by creating “Noches Culturales” – Cultural Nights – a series of live acoustic concerts in several major U.S. cities featuring local musicians from the Hispanic community to bring live music and dancing inside a Starbucks. In partnership with Edelman Multicultural, Starbucks dedicated Hispanic PR team of “cultural consultants,” and Pili Montilla, host for Noches Culturales events, Starbucks successfully brought the community together to enjoy music, celebrate their cultural heritage and support local artists while sampling an exclusive tasting of Starbucks Caramel Flan Latte. 


Edelman’s Starbucks Caramel Flan Latte Hispanic program is an award-winning public relations campaign having received industry recognition and commendation by PRWeek Diversity & Distinction in PR Awards 2013 for leveraging Starbucks employee resource group as a channel to broaden product lines to engage new and diverse groups along with creating unique, culturally relevant, in-store sampling experiences that led to an awareness boost for Starbucks Caramel Flan Latte which put Edelman Multicultural and Starbucks on the radar of the Latino community groups involved in the program.


Panelists include Willy Villarreal (Vice President, Edelman Multicultural), Pili Montilla (three-time Emmy nominee, TV personality and producer) and surprise musical guest!




Pili Montilla

TV host, actress, producer and writer

Willy Villarreal

Vice President, Edelman Multicultural

Thursday April 3, 2014 3:00pm - 4:00pm PDT

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