Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing


Effie Worldwide, Gold, North America Effies 2014

This case study describes how the California Milk Processor Board created a nostalgic campaign targeting Hispanic parents and children to revive a milk consumption occasion in the US state of California.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Dark and Lovely, a hair care brand strongly associated with hair straightening, changed its image to gain credibility in the African-American natural hair market.


Stephen Whiteside, Event Reports, Internet Week New York, May 2014
This event report discusses how Honey Maid, Mondelez International's brand of graham crackers, has aimed to reflect changing social norms and values in America. Such a shift has been encapsulated by the evolution of the American family – whether that takes the form of families with two dads or two mothers, parents from different ethnic backgrounds, or a single father raising a child.

Geoffrey Precourt, Event Reports, ARF Re:Think, March 2014
This event report looks at how NASCAR, the US car racing league, reoriented its business towards attracting new millennial fans in response to economic recession. The league came under pressure from 2008 and 2009 as recession dealt a double blow of reducing numbers of fans and reducing corporate sponsorship.

ARF Ogilvy Awards, Silver, Food & Grocery, 2014
This case study describes how PAM, a cooking oil spray brand owned by ConAgra Foods, emphasised the ease of cleaning pans after use of the product in order to appeal to US Latino females. The brand had previously advertised positive good-food related benefits, but found through research that its low residue formulation was seen as a benefit by consumers because it reduced pan-washing time.

Joseph Clift, Event Reports, MRS Annual Conference, March 2014
This event report discusses how market researchers can engage with pockets of consumers who are often neglected or hard to reach. In attempting to replace its out-dated telephone system for deaf consumers, Ofcom, the UK communications regulator, partnered with Opinion Leader on a mix of qualitative and quantitative projects, which revealed some previously-anticipated findings, and identified several surprising areas where this audience was discriminated against.

ANA Magazine, Winter 2014
This article presents three winning campaigns of the 2013 ANA Multicultural Excellence Awards, and explains what made them successful. City Year, an education organisation which recruits young adults to work in schools with children at-risk, used a combined social media and an offline campaign to increase brand awareness.

Steve August, Admap, March 2014
This article describes the impact of mobile technology on qualitative research, arguing that this equates to a paradigm shift in its ability to give researchers access to behavioural insights in the real-world. Three examples of the value of mobile are given: a project which looked at how economic difficulties had changed the role of US fathers in their families; Proctor and Gamble research into Latina consumers, in order to develop a new hair care product; and research to understand why a diaper brand lost market share as babies grew bigger.

Design Business Association, Silver, Design Effectiveness Awards 2014
This case study describes how Bio Green, a yoghurt-based products company, redesigned and relaunched its product range. The relaunch was undertaken during a trial placement in Tesco supermarkets, with the new package design communicating modernity and authenticity with an ethnic twist.

WARC RECOMMENDS


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Hispanic Marketing

An overview from the Advertising Research Foundation


MARKET LEADER

Cultural Innovation

A focus on cultural innovation for the Q1 2012 issue


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Effective Multicultural Marketing

Secrets to success in the wake of the 2010 US Census


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The Cross-Cultural Report

Ogilvy & Mather analyses campaigns aimed at minorities