During his presentation this morning at the ANA Multicultural Conference Alpesh Patel ,Vice President, Multicultural Marketing Miller Coors LLC noted that Miller Coors budgets multicultural before budgeting against other demographics. “We budget Multicultural first and that is a commitment that comes from top down”, Patel asserted.
Gilbert Dávila, Multicultural Marketing & Diversity Committee Chair at the ANA, asked Patel how Miller Coors is organized to support its brands in the multicultural space. Patel noted that his responsibilities extend to Hispanic, African American and LGBT. I have a Coors Light Hispanic Brand Manager as well as a Miller Light Hispanic manager”, Patel said adding that there is a similar model for the African American market and LGBT.
During his presentation Patel highlighted that he follows a 360 brand activation with most of Miller Coors brands in the multicultural market. Community media and grassroots actions play an important role in order to provide “365 day local support.”