Which global brand faced significant backlash in 2019 for appropriating Mexican cultural traditions in a marketing campaign that attempted to trademark a phrase associated with the Day of the Dead celebration?

Traditional cultural practices, ceremonies, and rituals have increasingly become part of brand marketing strategies as companies seek to connect with consumers through authentic cultural representation. This has led to both successful cultural appreciation campaigns and controversial cases of cultural appropriation. Test your knowledge about how global brands have incorporated cultural traditions in their product marketing and the resulting consumer reactions.

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Disney
Coca-Cola
Nike
Starbucks