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Marketers Celebrate African-Americans

Written by Tom Ryan
By Tom Ryan

The election of the first African-American president apparently has significantly bolstered advertising around Black History Month. At retail, many stores continue to hold reverential programs around the celebratory month and the Martin Luther King Jr. Holiday and a few are dabbling with merchandise opportunities.

According to The Washington Informer in Washington, D.C, Coca-Cola, Nationwide Insurance, McDonald's and KFC, among others, have already confirmed plans to launch huge ad campaigns around Black History Month. Many campaigns started in early January to coincide with the inauguration and Martin Luther King Day.

"It's very impressive to me that these companies have decided to keep their Black History Month ad campaigns, despite budget cuts," said Will Moss, co-founder of Lee Moss Media, which owns several popular African-American websites. "African-American consumers will respond favorably to these brands because this upcoming February will be the most important Black History Month celebration of all time."

Retailers continue to do sparse advertising around Black History Month as well as Martin Luther King holiday, a day when a third of Americans were off from work. But a number of philanthropic, marketing and merchandising efforts are reaching the store level. Here are a few:

  • Home Depot is launching its first gift card to commemorate civil rights. The cards say "Join the dream," and "It all can be a reality." Five percent of the proceeds will be donated to the Center for Civil and Human Rights being built in Atlanta.
  • Nordstrom will be selling an exclusive CD entitled "The Royal Blues - Celebrating the Queens of Blues and Jazz," featuring iconic black female vocalists. Proceeds are going to the Thurgood Marshall College Fund.
  • Stop & Shop announced it will be distributing its annual complimentary Profiles in Excellence brochure highlighting regions throughout America where African-Americans "made a difference." The supermarket's third annual Martin Luther King Jr. Essay Contest for students in grades 6 to 8 addresses the question, "What can I do to make a difference in my community?" Black History Month activity sheets and recipes will be downloaded from Stop & Shop's website throughout February.
  • While no plans have been announced yet for 2009, Supervalu last February, in partnership with Unilever, hosted store tours for third- and fourth-grade students from inner-city schools. Customers at select locations sampled items and dishes featuring African-American vendor products.
  • Last February, Walmart held in-store demonstrations highlighting health and wellness, books, music, food, beauty, and skin care products that serve the needs and preferences of African-American customers. Complimentary inspirational materials, including its eighth annual publication of Wal-Mart's "Profiles in Pride" booklet, were distributed. No program has been announced yet for 2009.

Discussion Question: Do you think the election of Barack Obama will create a greater focus by brands and retailers on the African-American consumer market?

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