Coca-Cola’s "total and targeted" approach to multicultural marketing

This event report describes how Coca-Cola, the beverage company, markets its brands to multicultural consumers.

Coca-Cola's "total and targeted" approach to multicultural marketing

Stephen WhitesideWarc

Traditional approaches to multicultural marketing are coming under pressure from "total market" strategies which target shoppers of all backgrounds using a single idea. For Coca-Cola, however, achieving balance is preferable to pursuing a binary model.

"Inclusive marketing reflects multicultural insights, and goes beyond just putting a brown face in the ad. I think why this area is so controversial is that many companies have gone from multicultural marketing, and made this huge shift over to total marketing," said Lauventria Robinson, the firm's vice president, multicultural marketing, North America, at...

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