Multicultural & Inclusive Marketing @ Coca-Cola Presented by Pandora

RETHINKING CULTURE IN MULTICULTURAL MARKETING

In the modern world of marketing we must think about multicultural marketing first. How do we approach, analyze, and build winning campaigns that standout across any platform when the world is more diverse than ever. Let’s take start at understanding what culture is today.

Amanda Sabreah

Founder and Chief Executive Officer Partnr

JOHNNIE WALKER – HOW PROGRESS WITH PURPOSE REIGNITED THE BRAND

Johnnie Walker is the number one Scotch whisky in the world. The brand’s famous “Keep Walking” campaign – designed to inspire personal progress – ushered in over a decade of growth and helped Johnnie Walker become the most valuable spirits brand in the world. But in recent years Johnnie Walker’s growth had slowed. To refresh the brand’s foundations, we sharpened our insight by applying a new lens – ’progress with purpose’ and developed the ‘Keep Walking America’ platform in the United States. We launched on Election Night in 2016 focused on celebrating the beautiful diversity, purpose, and character that defines progress in the United States (even in difficult, divisive times). This included new audience definition to recruit new whiskey drinkers into the portfolio, specifically leveraging a connection to the Hispanic audience in the United States.  The brand reignited volume sales, saw transformative growth in both Value & Volume Share, drove incredible shifts in brand equity and powerfully staked its place in culture.

Sophie Kelly

Senior Vice President, North American Whiskeys Portfolio Diageo

MINOR LEAGUE BASEBALL’S “COPA DE LA DIVERSIÓN”

“Copa de la Diversión” or “Fun Cup” is the cornerstone of Minor League Baseball’s (MiLB) new national U.S. Hispanic/Latino fan engagement initiative, MiLB Es Divertido Ser Un Fan®. Copa marries on-field competition with in-community outreach to engage, entertain, and delight U.S. Hispanics/Latinos in select markets throughout MiLB’s U.S. footprint. MiLB and its teams communicated a consistent theme of culturally-relevant content across all marketing applications to reflect the unique characteristics of their respective fan bases. All participating teams adopted a Spanish-language moniker that accurately reflected its unique community: from the Las Vegas Reyes de Plata to the Mariachis de Nuevo México. Hear from Kurt Hunzeker, Vice President, Marketing Strategy & Research at the Minor League Baseball, as he shares insight behind and results from this fun and engaging initiative.

Kurt Hunzeker

Vice President, Marketing Strategy and Research Minor League Baseball

OUR MUSIC, OUR CULTURE: BLACK MUSIC'S INFLUENCE ON POPULAR CULTURE

Multicultural consumers, and the music they listen to and create, impacts and shapes American culture. In this session, Pandora, in partnership with Burrell Communications, will offer a sneak peek into their new research on the trendsetting Black consumer with marketing implications beyond music that will help advertisers win over this audience.

Nidia Serrano

Director, Multicultural Marketing Pandora

NASCAR’S EL CORREDOR: ATTRACTING LATINOS TO THE SPORT THROUGH AUTHENTIC STORYTELLING

Overcoming cultural barriers to NASCAR fandom requires more than just traditional advertising, especially when your target audience is young Latinos. Knowing that this segment is drawn to learning and celebrating their heritage, NASCAR’s story-telling campaign focused on the journey of Aric Almirola, a Cuban-American NASCAR driver, as he explored his roots and visited Cuba for the first time. During this session, Edwin Gotay, Sr. Director of Growth Segments Marketing at NASCAR will explain this approach to authentic storytelling and how to leverage cultural cues to help your brand connect with Latinos.

Edwin Gotay

Senior Director, Growth Segments Marketing NASCAR

MYTHS IN MARKETING TO BLACK CONSUMERS

Matthew Barnhill, Founder and Research/Marketing Consultant at ConsumerSense will debunk some of the common myths in targeting Black consumers.  In this interactive session, attendees will get an opportunity to ask questions you have been afraid to ask about Black Consumers.

Matthew Barnhill

Founder and Research/Marketing Consultant ConsumerSense