Cross-cultural Cobra
A cross-cultural approach uses inclusive campaigns to give ethnic consumers a central role while still aiming to reach a wide audience.
Cobra beer nailed this approach by developing a marketing strategy that appealed to ‘beer and curry-loving ’ consumers from all communities, says Raheja.
“Throughout its development Cobra has stayed true to its ethnic roots and brand values never giving in to mass market pressures to become a standard brand. All campaigns and messaging build on the beer’s roots in India and that it has been created specifically to marry with spicy foods.”
This kind of marketing is most effective for brands that have their core heritage characteristics that appeal to all audiences. Raheja pointed to Tabasco and Old El Paso that successfully use their authenticity and cultural roots as a marketing tool to build brand association across different communities, both mainstream and ethnic.