Florida Blue

Building a Bilingual Brand Identity for Florida Blue.

insight

Nearly 5 million Floridians speak Spanish at home.

When Blue Cross and Blue Shield of Florida became Florida Blue, the rebrand needed community outreach to match. Cultura developed a strategy to bring the new name to Hispanic communities across South Florida. With nearly 5 million Floridians speaking Spanish at home, direct translation wouldn’t cut it. We adapted the messaging to make the brand feel familiar and culturally resonant from day one.

iDEA

Pair culturally adapted messaging with community activations.

We built the campaign around headlines like “Mi salud es Blue” and “Mi bienestar es Blue,” educating audiences on the new name while giving them ownership of it. We brought the brand into neighborhoods through a custom-branded food truck, community events at Florida Blue centers, and festival activations featuring pop-ups, brand ambassadors, and giveaways. Influencer partnerships extended the reach and reinforced the message: this is healthcare rooted in community.

IMPACT

The campaign drove strong attendance at local events, built a robust digital presence, strengthened brand awareness among Hispanic Floridians, and delivered significant performance marketing results for Florida Blue.