Thursday, November 19, 2009

Coke Targets Multicultural Communities Year Round

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 media.

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 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.

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