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G. Heilman Brewing Co. learned that the hard way when protests from the black community caused the U.S. Bureau of Alcohol, Tobacco and Firearms to revoke its approval of a potent malt liquor whose primary consumers were expected to be black males. Similar protests caused R.J. Reynolds to snuff out a new cigarette specifically designed to attract black smokers. Those companies are studies "on how not to market a product and how to ignore the community concerned," says Doug Alligood, vice president of special markets for BBDO New York. "Nobody bothered to find out that the black community is really concerned about health."
But even such missteps are unlikely to slow down the move toward more diversified marketing. After all, notes advertising executive Caroline Jones, "come the year 2000, African Americans, Hispanics, Asians and women will be the majority in this country. Targeting will no longer be a luxury but a requirement." In other words, don't be surprised when the Pillsbury Doughboy pops up in a sombrero or a kimono.
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