Why Diageo prefers "culture-plus" to multicultural marketing

This event report discusses Diageo's approach to reaching those groups of consumers which have traditionally been regarded as "minorities" by brands.

Why Diageo prefers "culture-plus" to multicultural marketing

Stephen WhitesideWarc

Multicultural marketing has reached a point of such critical mass that its mere mention can spark controversy.

There are those who insist that the American melting pot has become so rich and diverse that all advertising should be "total market", and encompass appeals to a variety of ethnic pockets.

There are others who maintain that generations of US marketers have been woefully neglectful of African-Americans, Hispanic-Americans and Asian-Americans – and the time has come to play catch-up in serving those distinct audiences.

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