Allstate reinterprets risks for multicultural audiences

This event report outlines how Allstate, the insurance provider, has adapted its core brand messaging to suit different groups of multicultural consumers.

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...

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