Gillette, Coca, Cola discussed on MarTech Podcast

MarTech Podcast
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Automatic TRANSCRIPT

So in that aspect, you can relate to it. So it hasn't gone too far. So it's looking at who the audience is and then how you can add more to it. So I would disagree on the aspect of diversity marketing and inclusive marketing. Diversity marketing tends to be what Coca-Cola used to do back in the day, where they had a specific campaign for the black community specific and painted Latino community and so on and so on. For me, inclusive marketing is looking at that campaign and looking how it can be touch more people who are interested. So it would be one campaign, but maybe you would change the main character and have other side characters and still more inclusion in that one campaign itself. So we're talking about an example with one piece of creative, the Gillette campaign with a trans man being taught how to shave. I guess the question is, all right, if Gillette has been targeting white men with 6 packs and sports cars for 20 years and then they see that their brand of razors starts to market toward someone that they don't necessarily identify with. Doesn't that have a potentially negative repercussion for the existing base that they've been marketing to. Doesn't the white guy with a sports car sit there and say, I don't identify with the trans boy learning to shave. I now have a different brand impression, is there potential repercussions and downsides from marketing to an inclusive brand using Gillette still as an example, is there some brand risk from changing how you're doing your marketing to focusing more on this sort of inclusive type of message? So the brand risk is on both sides in the aspect of Jeanette. They still kept to the story. It wasn't a campaign that, yes, we solely support trans men. It wasn't pushing away their audience. As I mentioned, I even familiarized it with yourself. Did your father teach you to shave? That was the narrative of the campaign. So if that general customer doesn't relate to it, they're quicker to not relate to my dad doing teach me to shave than they are too quick to identify that is a trans man because they haven't been exposed to that. I think there's also a difference between campaigns that are focused about a narrative or charity which kind of put these things at a forefront, which is the things you see in Pride Month, where that is the forefront versus and everyday campaign, where it just happens to be part of the storyline. So an audience being turned away or being turned off by an everyday storyline, it would either be that the brand's values don't align and maybe that's their standpoint or the individual doesn't connect with a story, which is marked. If they don't connect with a story, you weren't going to get them no matter who was at the forefront. So I feel like this makes a lot of sense for consumer brands having an inclusive message showing all of the people that can be consumers of your product..

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