David Morse, a former Coca-Cola “multicultural” 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, “Hats Off to the Soft-Drink Industry for Giving Attention to Hispanics and Blacks.”
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 aren’t accustomed to receiving such attention from multi-million dollar industries.
He writes, “Multicultural 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.”
In other words, poor minorities should be thankful that we have representatives in corporate advertising representing our “best” 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.