Allstate reinterprets risks for multicultural audiences
Geoffrey PrecourtWarc
When marketers create a character that fully resonates with – and boosts – a brand, why not take that persuasive force and introduce it to different consumer segments?
Five years ago, when Allstate realized how quickly and powerfully consumers would respond to "Mayhem", its own creator of chaos, "We thought,'How can we extend this campaign into the Hispanic market?" Georgina Flores, Allstate"s VP/Integrated Marketing Communications, told delegates at the Association of National Advertisers' (ANA) 2015 Multicultural Marketing and Diversity Conference.
"We had some interesting challenges," she admitted. Firstly, there was no...