Honey Maid brand is about to launch a new television ad (“This is wholesome”) that celebrates diversity and features a same-sex couple with their baby, an interracial couple holding hands on a walk with their kids, and an African-American father with three mixed race children. Is America ready for this? Is Honey Maid’s target market ready for this?
There is a risk that you open a can of worms by showing and discussing this ad in class. One way to remove some of sensitive topics is to focus on the potential risks and rewards for Honey Maid with this campaign. Because in the end, I think this is a business decision for Honey Maid — not a political statement. For some background, you could read this article at USA Today “Diversity reaches new levels in Honey Maid ads” (March 10, 2014). The ad could be used to foster discussion about a lot of topics — including market segmentation, ethics, external market environment (social cultural), consumer behavior or advertising. We have also posted this at Learn the 4 Ps.