General Mills' Betty Crocker toasts same-sex marriage

5:16 PM, Jul 29, 2013   |    comments
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GOLDEN VALLEY, Minn. - On Monday, General Mills tied one of its most iconic brands to a marketing plan targeting same-sex couples who are set to get married this week.

"Our inclusiveness and diversity are part of the DNA of the brand, so this just felt like a great way to celebrate one kind of family as we celebrate others every day," said Betty Crocker Marketing Manager Laura Forero.

General Mills made certain there is no question, Betty Crocker supports all marriages.

As part of a cake taste testing party, three same-sex couples got to choose three cake flavors and a traditional wedding cake to be made compliments of Ms. Crocker herself.

"This is the market of the future," explained Carlson School Management professor Akshay Rao.

Rao said there are likely plenty of business board rooms not only in Minnesota, but across the country that are deciding just how they will handle marketing towards same-sex couples.

"Good brands don't just keep up with changing social movements, they anticipate them," said Rao. "They imagine where the world is going to be 3 to 6 months from now or three to six years from now and get there and then influence consumers to come along with them."

For more than 90 years Betty Crocker has influenced, now with a rainbow of cake colors to choose from.

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