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Coca-Cola Addresses 'Total' Multicultural Plan
SCHAUMBURG, Ill.— Responding to research showing African-Americans favor frozen meat and seafood, Coca-Cola Co. created a custom carbonated soft drink display in the frozens department at Piggly Wiggly stores.
Carol Angrisani
April 9, 2013
2 Min Read
SCHAUMBURG, Ill. — Responding to research showing African-Americans favor frozen meat and seafood, Coca-Cola Co. created a custom carbonated soft drink display in the frozens department at Piggly Wiggly stores in Alabama.
The company may now expand the concept to other high indexing African-American markets.
Brandon Leck. Photo by Brian Morrison Photography
In Piggly Wiggly stores in Birmingham, Coca-Cola created a display above a food bunker containing the retailer’s private-label beef. Featured Coca-Cola brands are Coke, Sprite, Fanta and Minute Maid.
“It’s been successful, and we’re looking to expand it more broadly,” Brandon Leck, Coca-Cola’s assistant vice president of shopper marketing, said yesterday in a multicultural marketing presentation at the Path to Purchase Institute's Shopper Marketing Summit.
Read more: Coca-Cola Co. Creates Shopper Marketing Solutions in Innovation Center
Coca-Cola internally refers to such efforts as “total” multicultural marketing solutions, meaning they appeal to multicultural consumers as well as to the general market.
As for other “total” multicultural marketing programs, the company seeks to broaden the appeal of Cinco de Mayo to the general market, much like St. Patrick’s Day.
“Our research indicates that Cinco de Mayo has the potential to be more than a national beer holiday,” Leck said.
To do so, it has launched a national retail promotion including recipes from celebrity Latin chef Ingrid Hoffmann, as well as meal planning tips, prizes and coupons.
“It’s a way to bring Cinco De Mayo to life in a new way,” Leck said.
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