Honey Maid brand just launched 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?
We could debate the social ramifications here – but that is fodder for another blog. This blog focuses on marketing strategy. So let’s examine this as a business decision for Honey Maid — not a political statement. For some background, check out this article at USA Today “Diversity reaches new levels in Honey Maid ads” (March 10, 2014).
So what do you think are the risks Honey Maid is taking here? What are the potential rewards? How could you mitigate the risk and maximize the reward?