Page 14 - Going for Growth: Targeting Today's Diverse Consumers

GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER 13

spot of bonding commonality in McDonald’s. The 2019 spot concludes with the message
“Todos hablamos McDonald’s” (We all speak McDonald’s) and connects with the “Moments”
more-in-common messaging while honoring the Latinx segment’s cultural truth. Because of
the bilingualism and the U.S.-born target’s role, the spot aired on both Spanish- and English-
language media as part of the general McDonald’s rotation.

“It is not uncommon for Multicultural work to lead our campaigns,” Williams stated. “We
have had spots that test extremely well across segments that were created for a Multicultural
target.” One such spot involved work for Glazed Chicken Tenders that tested exceedingly well
with general audiences in spite of its very targeted Black cultural nuances. “Marketers often
express concerns about alienating people when they take Multicultural work into a general
media context,” explained Williams.
“Perhaps it’s time to recognize how
powerful Multicultural work can be
and how it can unify audiences from
all walks of life, because effective
creative can have an impact on us
all.”

While there are those marketers
whose lack of experience with
Multicultural marketing would
McDonald’s TV Commercial have led to a “grandmothers are
“LIKE GRANDMA” grandmothers” approach to a

single message, McDonald’s has
proven time and again that cultural nuances can bring a brand’s connection to a whole new
level. Williams confi rms that the aforementioned spot leveraged insights about how Black
grandmothers show up and, once again, prioritized cultural truth over cultural consensus. The
results translated into strong sales metrics and lifts in attitudinal scores.