Christmas without snow: Connecting with the Latin Spirit

Every year, brands roll out their Christmas campaigns. But while the Northern Hemisphere celebrates snow, fireplaces and hot drinks, in most of

LATAM, December means summer, music and family gatherings.

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The result: many so-called universal creative codes end up feeling out of sync with Latin American reality — and out of context.

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So why not tell the stories that really happen here? Long family tables, secret-Santa exchanges, or the big Christmas dinner. When the story starts

there, it feels genuine and unmistakably Latin.

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Global campaigns don’t always translate well.

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Many brands thrive in their home markets, but when the same idea lands in LATAM, something gets lost.

The ad looks festive, but it doesn’t connect.

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What usually goes wrong?

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• Winter codes: snow, sweaters and hot chocolate, right in the middle of summer.
• Neutral casts and accents that don’t sound like the people from the region.
• Slow-paced music, when here the celebration is loud, joyful and shared.
• Moments that don’t fit. Christmas is celebrated on the night of the 24th, not the morning of the 25th.
• Imported decorations that cover up local flavors, colors and traditions.

So, what does Christmas in LATAM really look like?

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From the moment December begins, offices, schools and groups of friends play “amigo secreto”, where small gifts are exchanged until the final reveal. In Mexico, “Posadas” kick off with piñatas and ponche, while in Colombia, the “Novena de Aguinaldos” brings together families and neighbors.

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Cities light up with decorations and Christmas fairs. There are last-minute shopping sprees and carols all month long, especially in Peru, where Los Toribianitos and their classic “Cholito Jesús” fill the air.

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On Christmas Eve, Latin Americans dress up in their best clothes, Christmas in pajamas isn’t really a thing here. Families gather to enjoy the big Christmas dinner, filled with turkey, pork, tamales, hallacas, salads, desserts and, of course, the beloved panetón.

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At midnight, baby Jesus is placed in the nativity scene, people raise a toast, fireworks light up the sky and gifts are opened. The celebration doesn’t end there, the music keeps playing, and families stay up late talking, laughing and sharing one more drink.

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Christmas in LATAM is a celebration that’s lived and shared together.

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‍What can global brands learn?

Map local traditions: Choose a real moment like amigo secreto or Christmas Eve and tell that story in full.

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Local voices and faces: Use words, accents and people that reflect each country and city’s diversity.

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A clear product role: Show how your brand makes that moment better—by helping prepare dinner, arrive on time or set up the perfect playlist.

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Global and local symbols: Christmas trees and lights, yes—but mix them with long family tables, local carols, traditional dishes and subtle regional details.

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Useful content: Quick recipes, country-specific playlists, gift guides or toast ideas.

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And the numbers back it up: in LATAM, 62% of brand choices are local or regional, according to The Brand Footprint 2024 report.

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In such a diverse region, real connection with consumers starts by recognizing their identity, their environment and their way of celebrating.

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Cases and learnings

Panetón D’Onofrio (Peru)

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Every year, the brand returns to the same idea: Christmas in Peru feels like home — surrounded by people and a panetón at the center of the table. Simple stories, local cast and real traditions.D’Onofrio shows that when a scene feels familiar, you don’t need big plot twists — it’s enough to tell it as it really happens.

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Claro (Colombia)

The telecom brand created a digital version of “La Novena de Aguinaldos” for people to download and share, bringing one of December’s most beloved rituals online and making it accessible to everyone.

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Claro shows that you can take an existing tradition and turn it into something useful for your audience. This way, the brand stays present right where people already are, in their customs and in their everyday lives.

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Harina P.A.N. (Venezuela)

The brand celebrates hallacas, a centerpiece of the season, by launching a special holiday packaging that reflects the spirit of Venezuelan festivities. It also joins the celebration by including the product in “combos hallaqueros” and sponsoring the “Festival de la Hallaca”.

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Harina P.A.N. shows the power of embracing a cultural ritual that drives purchase behavior, like making hallacas, to earn a place at the table.

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Pollo Campero (Guatemala)

The brand hosts a massive year-end event featuring fireworks and drone shows that bring families together and mark the start of the Christmas season.

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Pollo Campero shows that by connecting with a tradition that brings people together, a brand can become the true host of the celebration.

Conclusion: Understanding the region is the best strategy

Winning Christmas in LATAM isn’t about changing the decorations, it’s about reading December’s emotional calendar, choosing the moments that truly represent the region, and offering simple solutions that make what already happens at home even easier.

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In a region where 62% of brand choices are local or regional, the campaigns that truly resonate are the ones that understand the tone, timing and symbols of each country.

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When a brand adapts to the local context, it earns a place in group chats, at the dinner table and in people’s memories, leaving them with the feeling that the brand speaks their language.

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If your brand wants to speak that language with a local accent, Positive Agency is here to help.

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We adapt global messages to the LATAM context and turn them into stories that connect and get shared.

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Want your campaigns to sound more local and perform better? Get in touch. We’re the partner that speaks LATAM’s cultural language.