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0:04
We're about to take a
deep dive into the heart
of ethnic marketing
using a prime example,
Coca-Cola's Super Bowl
commercial, America is Beautiful.
Coca-Cola, one of the
world's most iconic brands,
has been at the forefront
of inclusive
marketing practices.
Recognizing the importance
of diversity and
inclusivity in its
global consumer base,
Coca-Cola has consistently
strived to create
marketing campaigns
that resonate
with people from
various backgrounds.
Their approach goes beyond
merely featuring
diverse faces in
advertisements and delves into
the cultural nuances and
the unique experiences of
different communities.
0:55
The America is
Beautiful Coca-Cola ad
first aired during
the 2014 Super Bowl.
It featured the patriotic song,
America the Beautiful sang
in multiple languages by
people from diverse
ethnic backgrounds while
showcasing various scenes of
American life and landscapes.
The advert was re-aired
during the 2017 Super Bowl,
emphasizing the
company's commitment
to promoting optimism,
inclusion, and humanity.
This ad portrays unity through
diversity by
featuring people from
different cultural
backgrounds singing
a patriotic song in
various languages.
This resonates perfectly
with the idea of leveraging
emotions to create
connections across
cultural boundaries.
Absolutely, Tana.
The shifting demographics
and inherent diversity
within ethnic groups are
showcased in the
ad's diverse cast.
This reflects the
changing landscape of
the US population and the
potential of ethnic marketing.
The ad presents the complexity
of different subgroups within
the multicultural
fabric aligning
with the business case
for ethnic marketing.
Now consider the economic impact
of multicultural markets.
The Super Bowl commercial
aligns with this point
by recognizing the
purchasing power
of these diverse groups.
It emphasizes the
connection between
societal concerns
and brand loyalty,
mirroring the idea
that brands must
resonate with values to
succeed in diverse markets.
