Israeli-Arab consumers asked Coca Cola to add Arab names to labels on bottles in the new "Enjoy Coca Cola with…" campaign, and received a reply that left them off the communal shelf. The "new consumer" does not want to be a segment — he wants to be an individual in the mainstream. A short lesson on diversity and inclusion for marketers
Personalization in the age of globalization
Coca Cola launched a new campaign at the beginning of May 2013, in which the most common personal names in ...
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