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February 06
What Coca Cola Can Teach Us about Diversity Marketing
‘America the Beautiful’ commercial strikes a powerful chord at the Super Bowl.

Did you see the Coca Cola commercial that aired during Sunday night’s Super Bowl? It showed people of different backgrounds, ethnicities and religions singing “America the Beautiful” in many languages, all united by the American identity.

Like similar recent ads promoting this kind of message, not all viewers embraced this tribute to America’s diversity. Critics tweeted things like #SpeakAmerican, arguing immigrants should learn English if they want to live in the U.S. Others wondered why a song about America’s beauty was sung in many different languages.
What those critics didn’t consider is that according to data from the 2011 American Community Survey (ACS), 21% of Americans aged 5 or older speak a language other than English at home. This same group indicated they also speak English very well (58%) or well (19%), and only one in seven indicated that they don’t speak English at all. The survey also revealed that the Census Bureau counts 381 different languages spoken in the U.S.
Do you want to know more about how these factors might impact your agency’s community marketing client base? The Big “I” Diversity Task Force offers valuable resources, including marketing guides for various ethnic and generational groups, links to the ACS resources and a series of webinars to help your agency capitalize on America’s beautiful diversity. For more information, contact Madelyn Flannagan.


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