• Coca-Cola

Coca-Cola, is rolling out new marketing programs to encourage Hispanic consumers to pursue their dreams and connect with multicultural teens.
The program has the following three components:

To help Hispanics learn English, Coca-Cola is creating an exclusive partnership with Lexicon Marketing, the developer and marketer of Inglés sin Barreras (English without Borders). Coca-Cola will feature in-store promotions that provide consumers with opportunities to obtain English learning premiums. The program was  rolled out to more than 11,000 convenience retail and grocery stores located in Hispanic areas across the country beginning September 1. In addition to the in-store promotions, Coca-Cola is creating a mobile phone points collection platform that allows consumers to accumulate points by texting their My Coke Rewards product codes.

Secret Formula, a component of the Open Happiness/Destapa La Felicidad marketing and advertising campaign, was launched at the beginning of 2009 to establish a direct dialogue with teens. "Fanhancer" is the newest secret ingredient in the program. The program made its debut in the Hispanic market through a media partnership with Univision Network that rolled out during the recent live broadcast of Premios Juventud (Youth Awards).  The visual creative will appear on Univision.com, BET.com, ESPN.com, AOL Latino.com and other online media sites as part of the program`s effort to reach teens. The program will feature digital and point-of-sale executions and also will be linked to MyCokeRewards.com. "

In addition to these programs, in the second half of 2009 the Company rolls out a series of new package sizes. This initiative is being supported by point-of-sale and a new television commercial titled "Para Todos" (For Everyone). The commercial debuted during the live broadcast of Univision Network`s new reality show "Viva el Sueño."


  • Food Lion LLC

SiboneyUSA announced that it will serve as Food Lion LLC's Agency of Record for the supermarket's Latino marketing initiatives.

“Food Lion LLC wants to ensure that its products and services are relevant to a wide range of customers, including the Hispanic market,” said Ken Mills, Vice President of Sales and Marketing for Food Lion, LLC. SiboneyUSA will enable us to develop culturally relevant events and marketing initiatives to Hispanic consumers. ”


  • Target

Target Celebrates Hispanic Heritage Month with the Launch of the 2009 Dream in Color Campaign. Luis Fonsi, Juan Pablo Montoya, Elizabeth Pena and Lillian Ortiz to be featured in broadcast ads and online.

Target announced that it will partner with four Hispanic influencers to celebrate Hispanic Heritage Month with its annual Dream in Color initiative, which celebrates diversity.

The new 2009 marketing campaign features musician Luis Fonsi, NASCAR driver Juan Pablo Montoya, actress Elizabeth Pena and for the first time, Target is honoring a local Hispanic community leader and role model, school principal Lillian Ortiz of PS 155 in East Harlem, New York.

The Dream in Color campaign recognizes these extraordinary individuals by creating a series of moving broadcast spots and online videos at www.target.com/dreamincolor. The new cast of dreamers' capsules will be available on September 15th.


  • The Chilean Blueberry Committee

Chile’s newly formed blueberry committee has outlined its promotional plans for the North American winter export campaign. The Chilean Blueberry Committee has this week set out its aims for the winter campaign in the US and Canada, highlighting an aggressive marketing program designed to raise awareness and consumption of the fruit.

Running between October this year and March 2010, the US$350,000 campaign involves a number of promotional highlights such as recipes for newspaper and magazine food editors, blueberry samples sent to influential food personalities, radio and television messages and point-of-sale material at retail outlets.

Additionally, the committee is running sales incentive contests for national and regional foodservice distributors and is lining up tours of Chilean blueberry growing areas to key menu development professionals.

"The marketing message will target retail and foodservice consumers aged 25-54 with children at home, living in metro and suburban areas and with a household income of US$40,000 plus," said Tom Tjerandsen, managing director of North American operations for the Chilean Fresh Fruit Association. "A companion campaign focuses on Hispanic targets."

Last year saw a 47 per cent increase in Chilean fresh blueberry export volumes to the US, and current projections anticipate an additional 35 per cent increase this year.


  • Drug-Free America(R)

The Partnership for a Drug-Free America(R) Launches 'Habla Con Tus Hijos,' the First-of-its-Kind Spanish-Language Resource Encouraging and Supporting Parent/Child Communication. Campaign debuted on National Univision Radio "Doctora Isabel" last week.

The campaign features the first-of-its-kind Spanish-language web resource and educational campaign encouraging parents to have frequent conversations with their kids about the risks of drug and alcohol use. "Habla Con Tus Hijos" empowers Hispanic parents and caregivers to start and maintain open, honest conversations with their children by providing them with helpful in-language tips and tools available at HablaConTusHijos.org.

Time To Talk reaches parents and caregivers through the support of 2009 sponsors A&E Network, Consumer Healthcare Products Association, Comcast, The Hershey Company, King Pharmaceuticals, Inc., Major League Baseball Charities, Wyeth Consumer Healthcare and Yahoo!


  • Boost Mobile

Boost Mobile is launching the next installment of its a ‘Sin Abusos’ (No Abuses) Spanish-language marketing campaign aimed at showcasing how its new ‘Monthly Unlimited’ plan offers consumers straightforward pricing and predictable payments with no additional Telecom Taxes, activation, payment, roaming, traveling or domestic long distance fees.

‘Sin Abusos’ ads will be appearing on national TV, network radio, billboards, phone kiosks, as well as several guerilla outdoor tactics. The TV spots begin airing on all major Hispanic networks, including Univision, Telefutura, and Azteca América.

The ‘Sin Abusos’ creative was developed by iNSPIRE!, Boost Mobile’s Spanish-language advertising agency of record. The second installment of the ‘Sin Abusos’ campaign is entitled “By Accident.”


Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).


Portada Staff

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