General Mills seeks to engage the new American family
Stephen WhitesideWarc
Sometimes life gets in the way of multicultural marketing. "So much of our culture is influenced – whether it's in fashion, or entertainment, or sports – by the African-American community," Douglas Moore, vp/advertising and branding at General Mills Inc., told delegates at the Association of National Advertisers (ANA) Multicultural and Diversity Conference in late 2013. "And yet sometimes we sort of partition them off when we're actually doing things."
Moms and families traditionally have dominated General Mills' marketing communications. But as the "typical" American family is...