A Politically Charged Issue
Ethnic marketing has always been a bit of a touchy subject. It raises questions of cultural sensitivity, what is authentic and sincere and what is not, and how to develop content that is appropriate for consumers of different ethnic backgrounds. This month Beverage Industry Associate Editor Jennifer Zegler examines some of the latest efforts in ethnic marketing in an article beginning on page 52, and as she mentions in the story, the topic recently became even more charged for one beverage company.
The Chicago Tribune reported early this month that
Miller Brewing Co. would be a sponsor of a Labor Day immigration march in
Chicago. The report said Miller paid more than $30,000 for a planning
convention, materials and newspaper ads to publicize the event. As a
result, a coalition of more than 100 groups called for a boycott of Miller
products, accusing the company of backing illegal immigration.
Ironically, reports indicate that Miller was
criticized earlier in the year — and threatened with a boycott by
pro-immigration groups — over contributions to a Wisconsin
congres-sional representative who sponsored a bill for tougher
immigration laws.
For its part, Miller says it was not a sponsor of the
Chicago march. “Miller Brewing Co. has never supported illegal
immigration and we have always supported the full enforcement of current
U.S. laws,” it said in a statement.
“Going forward, Miller will closely review all
requests for support from community and charitable organizations to ensure
that we are not indirectly funding or associating our name with advocacy
efforts on the immigration issue. We plan to stick to the business of
brewing, marketing and selling great beer.”
It would be easy to say that consumer goods companies
should simply stay out of politics and do as Miller says, stick to making
great products. But it’s often assumed these days that any company
worth its marketing budget has an ethnic marketing component, and such
campaigns always have involved questions of authenticity. Does a company
start to look superficial or insincere if it bottles a product in bilingual
packaging or sponsors a Cinco de Mayo celebration but ignores a subject
that is so important to immigrant groups?
The Internet blog postings that popped up over the
Labor Day march indicate how strong the feelings are on the other side of
the issue as well. If the immigration debate continues to be as heated as
it has been in recent months, an already delicate subject may become even
more difficult for marketers to navigate.
SneAk Peek
OCTOBER
Corporate Profile — Coca-Cola Bottling Co. Consolidated
Special Report — Retail initiatives
Category Focus — Private label
Beverage R&D — Sensory ingredients
Packaging — Environmentally friendly options
November
Corporate Profile — Pepsi Bottling Group
Category Focus — Energy drinks
Beverage R&D — Dairy ingredients
Distribution — 2007 trucks and trailers
Logistics — Material handling-conveyors
Corporate Profile — Coca-Cola Bottling Co. Consolidated
Special Report — Retail initiatives
Category Focus — Private label
Beverage R&D — Sensory ingredients
Packaging — Environmentally friendly options
November
Corporate Profile — Pepsi Bottling Group
Category Focus — Energy drinks
Beverage R&D — Dairy ingredients
Distribution — 2007 trucks and trailers
Logistics — Material handling-conveyors