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.
The X1 Language Choice campaign was the most successful in Xfinity/Comcasts 53-year history. Why? Because it communicated a deep understanding of what it means to be bilingual and demonstrated the unmatched commitment Xfinity had made to Hispanics. By framing a new feature as a metaphor for the ease and personal choice Bicultural Hispanics have when switching between languages, we set ourselves apart from the competition and elevated Language Choice to a personal experience that emotionally connected with our target.
Agency: Gallegos United
Following a contentious ruling in favor of same-sex marriage in 2015, a brand took a stand. Doritos came out to support the LGBT community and raise awareness about suicide among LGBT teens. The Doritos Rainbows initiative took a hands-on approach to LGBT support. It didn't "make a cause" online; it made a product. It didn't cut a check; it donated its products to supporters of young people struggling against anti-gay bullying. And on the basis of PR impressions generated, it was the largest stand-alone product launch in Frito-Lays history.
Client: Frito-Lay North America, Inc.
Agency: Goodby Silverstein & Partners
Tide washes away hurtful labels
Regardless of the country they originate from, Hispanics have been labeled for many years, especially those of Mexican origin, 70% of the cohort, followed by Cubans, the next largest group. Naturally, their use is deplorable and many people who are labeled suffer huge blows to their self-worth. These labels soil their spirit, making them self-conscious and ashamed of the image they portray. As the leading laundry detergent renowned for cleaning and removing stains, Tide recognized the effect these emotional stains create and raised awareness of the need to wash them away.
Client: Procter & Gamble