P2-2. Explain how these campaigns work using the Facets Model of Effects. How do these campaigns help communicate brand meaning? In the opening to Part 20, Regina Lewis, former vice president of insights for both Dunkin' Brands and InterContinental Hotels Group, said, "When a brand fails to convey a soul or essence that matches personal characteristics that consumers value, that brand lacks meaning.. On the other hand, when a brand becomes a badge that consumers are proud of displaying, that brand becomes interwoven into consumers' everyday lives." That's true enough. In Part 20, you learned that understanding your audience is key to being able to understand how consumers think and behave. . But what should brand communicators do when they are faced with promoting products and ideas to audiences who are unlike themselves? Most likely, as a professional marketing communicator, most of what you ll be advertising will be to groups of which you're not a part. Here are vignettes of two Effie Award-winning campaigns that effectively reached diverse audiences. Although they are outstanding examples of transcending multicultural boundaries of race and ethnicity, communicators may face other challenges reaching diverse audiences related to sexual orientation, age, geography and many other factors. Everybody knows about Oreo cookies, rightFor generations, moms have bought Oreos as treats for their kids and have encouraged them to drink milk with the cookies. Kraft Foods aimed to increase Oreo cookie consumption in Hispanic households and discovered that unlike fully acculturated Hispanics ana native-bom Americans immigrants were unfamiliar with the ritual of pairing cookies and milk. Rraft craftil recognized the well-loved Oreo ritual of twist lick, and dunk as something that would need to be taught to immigrants if they were to share in the moments of tamils un Kraft also realized that in the less acculturated Hispanic households, parents ask their children to help translate. The big idea of this campaign centered on taking advantage of the kids to transmit the message of the brand to their parents and build on the culturally held value of strong family ties. Kraft brought the idea to life with its message, "To pull apart is to come together" (in Spanish: Separar es Unir). As kids pull the cookie apart, the family comes together to share the silly fun of eating Oreos. Seen in a variety of media-television, radio, and consumer magazines--this emotional message resonated with the audience, who responded by consuming more Oreos. Although the sales data are confidential, the campaign exceeded all Kraft performance goals. To increase market share of the African American segment, Verizon worked with GlobalHue, the largest multicultural agency, to align the wireless company with something near and dear to the community: gospel music. Verizon sponsored "How Sweet the Sound, a nationwide competition to find the best gospel choir in the United States. Verizon approached this competition without a hard sell for its product by simply supporting and organizing the competition and offering substantial cash prizes. The Verizon experience connects with the community through multiple media involving online, television, radio, newspaper, out-of-home, mobile, direct mail, and email. The competition increased Verizon Wireless sales 14 percent in cities where the program was hosted, and this success led Verizon to expand the competition in subsequent years to other cities around the country. GlobalHue was nominated as Multicultural Agency of the Year for its efforts