Multicultural & Lifestyle Segments

Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.   
 

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Shine Your Way

Mexican imports either lean traditional or abandom Mexican roots, but neither approach reflects the hyphenated lifestyle of the bicultural experience in the U.S.–a prime space for Sol to establish a unique identity. Sol launched as the modern Mexican beer by targeting a group no one else was speaking to: the multicultural millennial. The campaign is the first genuine tribute to the Mexican-American culture. By celebrating their remixed lifestyle – a mashup of the traditional and the trendy – Sol is today's fastest growing Mexican import franchise.


Brand: Sol
Client: MillerCoors
Agency: Alma DDB

Talking The Talk: P&G Blackish Integration

In 2017, “The Talk” sparked a thoughtful, brave, and necessary conversation about racial bias.  Influencers and cultural leaders helped push the message, first with black audiences, and then to wider audiences.  P&G upped its commitment in 2018.  An entire episode of sitcom “Black-ish” was written around “The Talk”, reaching a truly interracial audience.  


Brand: Procter & Gamble
Client: Procter & Gamble
Agency: BBDO New York

Pantene Gold Series Tour

Pantene was launching Gold Series, its first full collection geared to African-American women, a segment fueling category growth. But this consumer viewed Pantene as a mainstream brand that didn’t understand how to care for her crown. Notably, Gold Series’ formulas were the result of a decade-long passion project of Black female P&G scientists. To make consumers take notice, we demonstrated Gold Series’ true roots—launching a six city tour to spark 1:1 engagements with key brand voices, encouraging trial and driving sales by showing her we saw her beauty.


Brand: Pantene
Client: Procter & Gamble
Agency: Leo Burnett/Arc

2019_us_2019_e-3515-016_hero_1 Ad Council No One Gets a Diploma Alone
2019_us_2019_e-4225-375_hero_1 McDonald's World Cup
2019_us_2019_e-4246-108_hero_1 Xfinity Unexpected Experts
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