In a less-than-exciting Super Bowl game, the highlight (if you can call it that) was the commercials. I felt the ads were lacking this year, but one ad attracted some attention, both positive and negative.
C0ca-Cola’s “It’s Beautiful” commercial appealed to the melting pot culture of the United States with its rendition of “America the Beautiful” sang in eight languages.
“With ‘It’s Beautiful,’ we are simply showing that America is beautiful, and Coke is for everyone,” Coca-Cola president Katie Bayne said in a press release.
The commercial sparked intense debate, though. Some cheered Coca-Cola for embracing the different native languages of Americans:
Just saw the @CocaCola ad, I may have to start drinking soda again. Bless you for taking a stand for the *real* melting pot that is America!
— Traci Law (@tracilaw) February 3, 2014
From an IMC standpoint, however, the commercial was an excellent marketing move. Minorities are a growing segment of consumers, outpacing whites in terms of population growth. It is important for companies to find ways to reach minority consumers, and this commercial by Coca Cola does just that.
Brands should take a lesson from this and find ways to use new media to appeal to values that are important to minorities. For most minorities, language is one part of their native culture that they hold on to while acclimating to life (and language) in the United States.
In this commercial, Coca-Cola (a brand often considered to be quintessential America) tells minority consumers they are part of what makes America beautiful, and delivers that message by using native languages. Coca-Cola says you don’t have to give up your culture in order to be part of America’s patriotism. The multilingual rendition of “America the Beautiful” was a big risk for Coca-Cola, but one that I think will ultimately pay off.