Coke Unveils Marketing Pitch for Hispanics

The tagline “Destapa Tus Sueños,” or “Unleash Your Dreams,” is the Hispanic adaptation of the Atlanta-based beverage giant’s “Open Happiness” global integrated marketing campaign that began in January.

The campaign began airing a new television commercial on March 20 and will expand its media presence with a strong showing during Univision’s highest-rated program, “Premio Lo Nuestro” music awards, on March 26. The new ad will run on Spanish language networks including Univision, Telemundo and TeleFutura.

The campaign was developed with Ogilvy & Mather, the Hispanic marketing and advertising agency of record for Coca-Cola North America.

Also, beginning in May, Coca-Cola will start national marketing, advertising and public relations campaign featuring the Mexican National Team in the United States. It will offer several opportunities for soccer fans, including a soccer clinic with Guillermo “Memo” Ochoa; attending friendly matches of the Mexican National Team in the United States; in-game experience as part of Coca-Cola “Ball Kids” program in Mexican National Team matches and collectible premiums.

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