Ben Feeney
Ben Feeney, marketing director of the MillerCoors brewery, shared the company’s latest projects for reaching the multicultural market with those attending the 2018 ANA Multicultural Marketing & Diversity Conference. “The world that surrounds us is changing and people are in the middle of that change. Awareness of that demographic truth is key to a better understanding of all the dimensions that make us human, so that connections with the brand can be made more personal,” Feeney said. HX MillerCoors, the brewery’s new marketing group, has applied this human approach in order to develop passionate connections with consumers through empathy, comprehension and holistic brand experiences, the executive said, adding that “each one of us has unique characteristics that make us happy.” According to Feeney, the market is polycultural, a concept he defined as each person’s combined individual and collective, racial and ethnic influences, plus shared experiences, values and aspirations. “People want to be known, understood and valued for the sum total of what they are,” he concluded.
