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Coca Cola$$s $$Kitchen Table$$: Reaching Black Moms

Ethnic subcultures are defined as groups in which members$$ unique shared behaviors are based on a common racial, language, or national background. This chapter specifically discusses the Black subculture and highlights one initiative as a way to reach Black consumers: Coca Cola$$s Kitchen Table segment. This digital content series targeted Black moms and showed ways that Coca Cola could help bring meals together. This activity is important because you must have a thorough understanding of the attitudes and values of each group of consumers in order to develop successful marketing campaigns to reach various groups of consumers.

The goal of this activity is for you to review a marketing tool developed specifically for a Black consumer segment and consider questions relating to marketing to specific subcultures.

Read the case and answer the questions that follow.

The Kitchen Table was a digital content series developed by the Coca Cola brand as a way to reach Black consumers. It was a cooking series that included Black celebrity moms sharing tips, recipes, and traditions that they used when cooking with, or for, their actual families. The series was created because Coca Cola identified that passing down, sharing, and adapting recipes through generations was an important part of Black culture. The series featured Chef Huda, an award$-$winning celebrity chef and television host, and featured other Black celebrity moms throughout the series. These chefs prepped their favorite dishes and shared personal memories relating to the recipe or preparing the recipe with their families. The women featured in this video series were in their $40$s and $50$s and the videos were shot in a very upscale looking kitchen and used quality ingredients to prepare the recipes$$always ensuring that they somehow included Coca Cola as an ingredient in the recipe, or as a complementary beverage to pair with the meal or dish being prepared.

Yankelovich is a research service that tracks social trends and provides information on shifts in consumer behavior in various markets. In this chapter, several Black segments were identified by Yankelovich. After reviewing these segment descriptions and reading the case above, which segment do you feel a video series such as this was most likely targeting?

Multiple Choice

Sick and Stressed

Black is Better

Black Onliners

Digital Networkers

Family Struggles