Say goodbye to the stereotypical marketing because. 2020 is all about inclusive marketing. What’s inclusive marketing, you ask? Salesforce defines it as, “creating content that truly reflects the diverse communities that our companies serve. It means that we are elevating diverse voices and role models, decreasing cultural bias, and leading positive social change through thoughtful and respectful content.” Here are 7 brands that got inclusive marketing right!
Coke is no stranger to the advantages of using diversity in ads. It has been an industry leader for inclusive marketing for decades. In the 1970’s, they released “I’d Like to Buy the World a Coke.”. The commercial features different races, sexes, and ethnicities singing along to the same tune. The advertisement did a phenomenal job of showing that all people can come together as one to accomplish a single goal.
Another notable inclusive marketing campaign was “Share a Coke.” They placed labels on their bottles that said “Share a coke with ____” and featured names from all over the world on their bottles. They focused on both common and unique names so that everyone would feel included. These types of marketing efforts are very effective because they include a call to action.
Formerly known as a boring bar soap brand, dove recreated their image drastically. They’re now known for being a leader in body-positive brands. Real beauty, their most successful campaign, shatters stereotypes because it implies that all women are different shapes and sizes, but they’re still beautiful. The campaign emphasizes all body shapes from thin to curvy to plus size.
In 2015, Old Navy released an ad featuring a black woman and white man with their interracial child to promote a sale. The advertisement had mixed reviews and also received racist reactions, however, some loved it. There was an outpour of gratitude that came from interracial families. They finally felt acknowledged. Although there were people who disliked the ad, Old Navy managed to gain new fans.
The well- known makeup brand was ahead of their time when they decided to feature male makeup artist, James Charles, in their campaigns. He was named the first male Covergirl which was brilliant because it appeals to Generation-Z, who stresses the importance of gender fluidity.
Most family-targeted advertisements feature a husband, a wife, and children. But Nikon did it differently. Picture this… Husband and Husband are doing their daughter’s hair to get her ready for school. Nikon’s advertisement acknowledges all of the loving gay parents out there.
American Eagle’s intimate brand shows girls that it’s okay to not look like a supermodel. The whole theme of their campaign is unfiltered beauty so their advertisements feature women in their bras and underwear. There are small, medium and larger builds of women included. They pride themselves on not editing their photos, the more natural the better. Aerie encourages women to be comfortable in their skin, no matter what size.
Tide created a “Dadvertisement.” – The commercial shows a father holding his daughter’s laundry and doing traditional house duties. His daughter asks him if he can braid her hair, and he replies “herringbone or fishtail?” This is the first cleaning ad that doesn’t feature a mother figure making it appeal to stay-at-home dads.
Inclusive advertising is essential for marketing in 2020. Make sure you’re content is diverse, and makes people feel seen.
Interested in creating more inclusive advertisements for your brand? Contact us now and we’ll help you out!