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:
Carol H. Williams Agency
Media Economics Group
Salon Sense Magazine Sanders\Wingo
Target Market News
The MasterMind Group
The Media Audit
The Nielsen Company
U.S. Census Bureau
2009 by Target Market News Inc. All rights reserved
228 S. Wabash Ave.
Chicago, IL 60604
Black and Hispanic consumers the 'core focus' for the future
Coca-Cola's top stateside marketing executive delivered some auspicious
words for Univision and BET this week, saying targeting "multicultural"
Americans will be paramount for the company over the next decade.
So-called general market networks may also take heart: Coke's efforts to
reach moms -- household decision makers -- will continue to include a
heavy dose of national TV, even as the marketer diversifies into other
In 2008, Coke's U.S. ad spending totaled $752 million, per Ad Age.
Speaking at a company investor event, North America CMO Katie Bayne
(pictured) said "multicultural consumers are our core focus" as Coke
looks toward 2020. The "multicultural" segment accounts for 33% of North
American sales across all brands today -- with the figure expected to
reach 40% in 10 years. In addition, 51% of American teens today are
"multicultural," auguring new opportunities, Bayne said.
Bayne said Coke no longer cooks up media plans targeting Hispanics
around major events, but hopes to reach them all year.
"It is no longer the Hispanic Heritage Month followed by Cinco de Mayo,"
she said. "We have 12 months of deep connection." Next year, those
efforts include World Cup-related promotions targeting Hispanic males
and telenovelas for females. Powerade is one brand with resonance among
the demo Coke will emphasize.
Marketing programs -- particularly on college campuses and backing
Sprite -- aimed at African-Americans are also an emphasis point. The
company, which ran a memorable spot in the Super Bowl several years ago,
said it was the first time there were two African-American coaches. It
may look to extend promotions behind Black History Month into an
extended effort that could reach three months.
Among moms, Bayne said TV will continue to be a linchpin of all efforts.
"Television's very important," she said. "Of all the mediums -- yes, she
swaps information digitally -- but she spends 4 hours and 14 minutes
every day with the TV on."
A focus in 2010 aimed at moms will be around the new Coke "Mini" can,
which launches nationwide in the first quarter.
Out-of-home and digital will be critical in the "Mini" debut -- with a
digital effort carrying a "90-calorie portion control can -- for the
Goldilocks in all of us" tagline.
Also early next year, Coke's Olympic campaign will feature athletes
including speed-skater Apolo Anton Ohno and snowboarder Gretchen Bleiler.
A global TV spot features a snowball fight in the Olympic Village,
started by the Swedish team lobbing a projectile at the Canadians.
Throughout what becomes a joyous event, a Canadian struggles to get to a
Coke machine for refreshment.
Bayne also said the company is taking advantage of the out-of-home's
industry's emphasis on digital billboards, where messages can be
adjusted on the fly from a central command. A "Coke Digital Network" is
using six billboards along freeways and looking toward expansion to
"No more shipping vinyl," Bayne said. "But literally pressing a button
and getting the right message depending on traffic flow, who's going by,
and what's going on."
She suggested Coke could soon tout the winning score of a local football
team hours after a big victory -- while plugging Coke's link with the
Before Bayne spoke, Coke's top worldwide marketing executive Joe Tripodi
said the company continues to wring savings in marketing. Its agency
roster has gone from 82 to 35 -- saving $200 million, which it will
invest behind brands worldwide.