During the Super Bowl Coca-Cola aired a commercial with America the Beautiful sung in seven different languages. There are plenty of concerns a person can take issue with regarding Coca-Cola such as studies showing the product causes weight gain, diabetes, and heart disease. However, substantive issues take a back seat as many conservatives turned the 60 second spot into a political piñata. Hot button topics from immigration reform, English as a primary language and same sex relationships quickly became talking points for right-wingers ready to condemn the soft drink company for its choice of content.
Many Conservatives seemed betrayed suggesting a company as American as Coca-Cola would go turncoat by featuring a commercial with a diverse group singing America the Beautiful in a variety of languages. “If we cannot be proud enough as a country to sing 'American the Beautiful' in English in a commercial during the Super Bowl, by a company as American as they come — doggone we are on the road to perdition," said former GOP Representative Allen West. The thought of an all-inclusive multi-lingual America celebrating diversity continues to frighten many conservatives. It is apparent from commercials like Coca-Cola and the multi-racial commercial by Cheerio’s, a segment of the population continues to have a racial bias against minorities.
The commercial is a fantastic marketing strategy for Coco-Cola. The country is reaching a tipping point and minorities will eventually become the majority. According to The Census Bureau, Black, Asian and Hispanics, will make up a majority of the nation’s overall population in thirty years. In a decade the majority of Americans under the age of 18 will be multi-cultural shoppers so marketers can’t afford to view this segment of buyers as a niche market.
Coca-Cola deserves praise for a commercial that displays the rich diversity in America. Sadly there will always be a segment of society who fear a changing population and will never tolerate a diverse America. Thankfully that segment of society will soon find itself as the minority.