First data of the 2010 Census in the US begin to show the reality that many of us living here and working with Brands in the multicultural space we knew already, the days to label people on their race are over. The demographic explosion of the last 20 years amongst minorities, specially Hispanic, show a nation of multiple cultures/subgroups with diverging and converging similarities and differences.
From a marketing standpoint, prevalent assumptions about segments, both Non-Hispanic Whites and ethnic, are becoming irrelevant and even risky for brand success in this diversified consumer market.
Winds of change arrive to the advertising industry and whether you are a General Market Agency (traditionally targeting white America) or Multicultural, the time has come to really evaluate how brands should behave in this environment.
Recently, Tecate, one of the most iconic brands in terms of still targeting a very specific and hard core niche, the recent arrival Hispanic male, has begun to shift into a more inclusive strategy. Still maintaining the strategy to celebrate people with character but bringing into the creative a broader message of celebration and not just struggle. The campaign will also be running in English. It does not seem much and according to the Tecate executives this is just a test. But it is a big change for the brand.
2009 Tecate Advertising.
2011 New Tecate Campaign
You might like the creative more or less and you can argue that many brands have been shifting into a more bi-cultural (although I don't believe such thing as bi-culturalism exists, but that is for another post !) so there is not much news about this story. But I think there is, because when the brands that you would think have a more "conservative" approach begin to move, that means that there is not turning back.
Stay tuned to more news on how Brands and Agencies are trying to adjust to the diverse reality of the US consumers.
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