Sure, we've all heard the U.S. referred to as a melting pot. I prefer to think of it as a salad bowl with all of the ingredients maintaining their own identities, yet combining to create a colorful and delicious mix. Throughout our program, I think that we've seen the importance of the multicultural message as a common thread running through all aspects of IMC - product, packaging, creative messaging, customer analysis... You'll hear more about how multicultural community relations relates to IMC during Ron's and my presentation tomorrow night. But just to give you a great example that I couldn't resist - I just read that M&Ms is targeting Hispanics with a new integrated marketing campaign featuring two Hispanic celebrities that will be used in print ads appearing in Hispanic publications. M&Ms is also sponsoring the ALMA Awards, which recognize Latinos' accomplishments in the performing arts. I've always loved M&Ms advertising and think that this new campaign is right on target since the Latino market is growing three times faster than the rest of the country.
In closing and in speaking of multicultural communications, did anyone catch the opening ceremonies? They were magnificent. Not only did they give us all a glimpse into the fascinating Chinese culture, but an opportunity to see and hear about athletes from countries some of us didn't even know existed and what it took for those athletes to get there. I don't know about you, but I'm inspired!
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