If you thought the soft drink giant a.k.a. The Coca-Cola Company couldn’t care less about the growing multicultural crowd, think again. The company this week laid out its vision for the future, which means a “strong focus” on multicultural marketing as soon as … 2020.
But that is not all. As Katie Bayne, CMO of Coca-Cola North America, was quoted saying:
“Our multicultural plans are now 12-month plans. It is no longer Hispanic heritage month followed by Cinco de Mayo […] We have a deep connection through the World Cup with Hispanic males and through the novelas with Hispanic females.”
No matter Cinco de Mayo (which happens in May) is actually followed by Hispanic Heritage Month (Sept.-October)… Coca-Cola will be using soccer to attract Hispanic men, and novelas to attract Hispanic females.
Yupi! I cannot wait for 2020…
Source: Advertising Age