Diaspora Infused Marketing

The term diaspora is used to describe population movement or individual identity based on a perceived “homeland.” Marketing campaigns driven by landed identities can be used to reach out to specific audiences. At the same time, they are a way of bringing attention to a product – feeding into extended social networks. St Patrick’s Day advertising by Guinness is the archetypal example of an inclusive diaspora based campaign. 

The world turns emerald green on March 17th.

Guinness made the world turn emerald green on March 17th.

Newcastle Brown used the American War of Independence as inspiration for its #IfWeWon campaign.  It repackaged July 3rd as Independence Eve. The comedian Stephen Merchant even appeared on YouTube in a video pointing out what might have been if America had become Great Britain 2.

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