David Morse, a former Coca-Cola â€œmulticulturalâ€ marketing executive, was paid hundreds of thousands of dollars to target soda products toward minorities. In poor taste, as is common for a man in his position, he wrote an Ad Age column titled, â€œHats Off to the Soft-Drink Industry for Giving Attention to Hispanics and Blacks.â€
Yes, Morse briefly acknowledges the detriment of soda companies zealously pushing their products towards poorer communities. But then he argues that blacks and Hispanics should be thrilled because we arenâ€™t accustomed to receiving such attention from multi-million dollar industries.
He writes, â€œMulticultural marketing is about talking to minorities — or if you prefer, the new mainstream — and representing them, acknowledging them and showing them that you care about their business.â€
In other words, poor minorities should be thankful that we have representatives in corporate advertising representing our â€œbestâ€ interests. Oh Coca Cola, I apologize. I forgot that I should be humble and grateful that brands who promote drinks filled with unhealthful ingredients are interested in ensuring an early death for my mother, father, brother, and other close relatives.