Multicultural Marketing: Four Decades Strong and Getting Stronger

An overview of the history of multicultural marketing in the US, starting with Coca-Cola's "I'd Like to Teach the World to Sing" ad from 1971.

Multicultural Marketing: Four Decades Strong and Getting Stronger

Lynn Russo Whylly

The Year 1971was a throwback to the decade that had just passed. Young people were still touting messages of love and peace and living "in perfect harmony" with one another. And Coca-Cola made history when it tapped that emotion by putting it into a song called "I'd Like to Teach the World to Sing." That song was featured in a commercial titled "Hilltop," for the dozens of people shown singing on the top of a hill in Italy. At a time when the world was divided over the...

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