Connecting Multicultural Consumers

More than ever, consumers have been introduced to multicultural marketing that opens the door to a more diverse audience and new product lines.  This strategy uses a framework that can include either, an ethnic representation or cultural values.  Multicultural TV commercials (for example), while presenting a product, also deal with the aspects of individualism and collectivism in brilliant ways by presenting the differences and similarities of the subjects involved in the commercials.

Lets take a look and a listen to one of the best multicultural commercials:




 Ellen Degeneres and Sofia Velgara's Cover Girl TV Commercial.  This is a magnificent example of two women with different cultures, values and unique physical attributes who use the same product and have the same opinion about it.  The commercial delivers very well the message of individualism, collectivism and diversity.  These two women are funny and beautiful, but more important, they share a marvelous time. 

Ellen DeGeneres and Sofia Vergara debut Covergirl Tone Rehab Commercial