HOME  |   STATS  |   PUBLICATIONS  | REGISTER  | ADVERTISE   CONTACT US  |  SEARCH  


 ORDER THE WORKBOOK!

 
Weren't able to attend the 2009 Marketing to African-Americans with Excellence (MAAX) Summit? Order the workbook which contains hard copies of the presentations made by some of the nation's top experts on Black consumer marketing, including:

Arbitron
Burrell Communications
Carol H. Williams Agency
FUSE Advertising
GlobalHue
Hunter-Miller Group
MEE Productions
Media Economics Group
Nia Enterprises
OwensMorris
 Communications
Salon Sense Magazine Sanders\Wingo
Target Market News
The MasterMind Group
The Media Audit
The Nielsen Company
U.S. Census Bureau
UniWorld Group
...and more


Click here to order
_________________


 Departments        
Advertising & PR News
Marketing News
TV & Cable News
Radio News
Magazine News
Newspaper News
Internet News

Retailing News
Consumer Research

Expenditure Data
People in the News
Industry News
Company Bios and
  Background


 Register Here       
STAY IN-THE-KNOW!
Are you getting the latest industry news when it happens via e-mail
?



Click here for free delivery of the Target Market News Bulletin
You'll receive news of breaking stories, exclusives, updates and headlines on the latest developments in African American marketing and media

 Black Stats          
Frequently requested data on African American consumers

Black Buying Power:
  $744 Billion (2006)

Black U.S. Population:
  38.3 million

Top Five Black Cities
  - New York
  - Chicago
  - Detroit
  - Philadelphia
  - Houston

Top Five Black Metros:
  - New York-New Jersey
  - Washington-Baltimore
  - Chicago-Gary
  - Los Angeles
  - Philadelphia

Top Five Expenditures:
 - Housing $121.6 bil.
 - Food $59.2 bil.
 - Cars/Trucks $32.1 bil.
 - Clothing $27.7 bil.
 - Health Care $17.8 bil.

Click here for more stats from "The Buying Power of Black America."
______________________
Get quick access to key
U.S. Census 
Bureau Data

Click here to go to African-American Census Bureau data

_____________________


Copyright
(c) 2009 by
Target Market News Inc.

All rights reserved
Business address:
228 S. Wabash Ave.
Suite 210
Chicago, IL 60604
t.  312-408-1881 
info@targetmarketnews.com
 

Pepsi campaign targets African-American moms with print, online effort

By Kenneth Hein
Brandweek.com
(September 18, 2009) Pepsi is targeting a somewhat overlooked demographic -- African-American moms -- with a digital community where such consumers will be asked to share personal and inspirational thoughts.

The effort, promoted across various media with the tagline "We inspire," will serve as the cornerstone of Pepsi's African-American marketing outreach for 2010. Pepsi is aiming to build buzz for Pepsiweinspire.com via Facebook and print ads, in Essence and Black Enterprise, featuring actress Taraji P. Henson reflecting on the love she has for her mother.

Pepsi has tapped other celebrities to share their thoughts on the site's six tenants: Love, laughter, hope, joy, beauty and wisdom. The next ad will feature That's So Raven's Raven-Symoné and then Queen Latifah. Singer Keyshia Cole is also featured on the site.

Beginning next month, 30-second TV ads featuring Symoné and Henson will begin appearing on BET. The RPM Group handles.

In February, Pepsi will begin promoting the site through its retail partners. The brand will distribute short magazines based on the site's six themes as well as coupons. Pepsi is also mulling radio ads and is readying a "full court press online" next year, said Lauren Scott, senior manager of multicultural marketing for the brand.

Scott said the push is a natural offshoot of Pepsi's overarching optimism message featured in its "Refresh Everything" push. "What we wanted to capture is the strength, joy and wisdom of the African-American market. Particularly in these tough times, this group can look around every day and find optimism," she said.

Brand-specific women-targeted social networking and blogs are becoming fairly common as advertisers race to woo so-called "mommy bloggers." General Mills, Johnson & Johnson and Procter & Gamble are going after such bloggers with social networking efforts.

However, Pepsi's push is one of the first that's focused expressly at African-American mothers, industry watchers said. "There is room for this kind of inspirational network," said Lynne Johnson, svp, social media at the Advertising Research Foundation. "There are no social networks aimed at African-American moms, at least from what I've seen."

Mom Central Consulting's Stacy DeBroff agreed that Pepsi is one of the few addressing the demo via social networking: "There are many Caucasian blogs. This one is unusual. The demographic may be extraordinarily grateful to get to know each other."


Go to Target Market News homepage

 







_________________________________________________________________________________________