Target Audience of Coca-Cola’s “A Coke for Everyone” Campaign

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An Advertisement
(Empire)
The ad I chose is one in Coca-Cola’s “A Coke for Everyone” campaign. The ad has two hands coming together to form the shape of a Coca-Cola bottle in the middle. One hand is that of a black person, while the second hand is that of a white person.
Gay notes that it is important to feel seen. In a world where people are ascribing to various genders and multiple racial backgrounds, marketers need to recognize these individuals if they intend to reach them. In the ad, Coca-Cola recognizes this. Hence it features the hands of two individuals of different skin color.
The choice of two hands of different skin color also emphasizes Coca-Cola’s message that its products are for everyone. In her article, Roxane Gay talks about the importance of inclusion in advertising. As a woman of color living in Canada, she had to tolerate spiteful remarks from people who did not think interracial relationships should happen (Gay). As a young person, she did not realize how serious interracial dating or marriage was in society. However, when she saw the comments on the “Just Checking” commercial, she realized it is a major problem in society. Regarding the “Just Checking” commercial, Gay notes that “we shouldn’t dismiss the importance of inclusion in advertising.” (Gay).
In the chosen ad, Coca-Cola recognizes the importance of inclusion. They feature two hands of different skin colors to communicate the message that Coca-Cola does not discriminate. Coca-Cola’s target audience, therefore, is white and black people.
To date, American society continues to be plagued by racism. The world has ...