From AdAge:
It's really a matter of survival. Hispanics and African-Americans are expected to drive 70% of beer growth from 2000 to 2020, according to industry estimates cited by Heineken USA. But rather than segmenting the markets, some brands have found better results with more inclusive general- market advertising. African-Americans have influence over white drinkers, and Hispanic audiences are so large and acculturated that it's imperative to speak to both in general-market media.
"Brands are finally seizing the opportunity and moving beyond this age-old assumption that you have to lead mass efforts through general-market insights," said Ahmad Islam, managing partner of multicultural agency Commonground, which works on MillerCoors brands. "The idea that you can actually lead with more of an urban sensibility in the right context and still have relevance to the masses is ... being more broadly embraced." Full article here.
0 comments (click to read or post):
Post a Comment
Please leave a comment...I do moderate each comment so it may not appear immediately...and please be nice! You can also comment using Disqus (below) or even comment directly on Facebook (bottom).