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.

Related Article:

Wieden, Bartle Bogle Battle It Out for Sprite Account


Trackback from your site.

Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

GroupM’s Susan Schiekofer and Undertone’s Michael Pallad Will Discuss Brand Safety at #PortadaNY

Do digital advertising standards and policies need to change in the light of fake news, transparency and ad fraud issues? Hear from the executive responsible for digital trading and implementation across all of GroupM’s agencies about what needs to be done so that brands demands are 100% met.



Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Women in Marketing and Media: If You Don’t See Her, You Can’t Be Her

Although women are increasingly more visible in the industry, there’s still a long path to go towards women achieving their full potentials and pushing their untapped capabilities to the maximum, especially for Hispanic and African-American women, who feel their barriers are even higher.