PepsiCo is shifting to a new cross-cultural marketing approach, according to Director of Culture Marketing Carlos Saavedra. "Like many companies, our traditional approach to multicultural marketing involved narrowing in on specific ethnic groups and developing campaigns specifically geared to them. Now we are taking a much more expansive view of culture to provide content that is relevant to our consumer, regardless of ethnicity," he said.
PepsiCo focuses on multicultural marketing
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