By: Kylie Fisher
Coke has always been an American tradition, and along with this tradition, Coca-Cola has launched the “Open Happiness” campaign. Along with this campaign lead by Ogilvy & Mather, Coke is also targeting the Hispanic community with the “Destapa Tus Suenos" campaign which translates into "Unleash Your Dreams". The campaign aired nationwide on March 20, 2009, and includes TV, print, radio, mobile, digital, music components as well as new point-of-sale materials.
Reinaldo Padua, Assistant Vice President of Hispanic Marketing at Coca-Cola North America, believes that “Unleash Your Dreams” is a great campaign for targeting Hispanics. Since "for many, achieving their dreams means seeing their children graduate from college, owning their own business, learning to speak English or meeting their favorite celebrity or sports figure. This year, our message will inspire Hispanic consumers and our programs will help them achieve some of those dreams," said Padua.
To gain more participation in the Hispanic community, Coca-Cola teamed up with the Mexican telenovela "Al Diablo con los Guapos". This partnership gives fans the opportunity to win prizes and memorabilia from the show as well as have the chance to meet two of the show’s stars. In May, Coke will launch a soccer-related campaign that will feature the Mexican National Soccer Team. This campaign will work alongside the “Open Happiness” campaign and the telenovela promotion. This campaign will give soccer fans the opportunity to attend matches and a soccer clinic with Guillermo "Memo" Ochoa. These campaigns will hopefully unleash and achieve some Hispanic consumer’s dreams, whether its meeting one of their favorite celebrity or watching their child graduate, it is made possible because of Coke.
Coke has always been an American tradition, and along with this tradition, Coca-Cola has launched the “Open Happiness” campaign. Along with this campaign lead by Ogilvy & Mather, Coke is also targeting the Hispanic community with the “Destapa Tus Suenos" campaign which translates into "Unleash Your Dreams". The campaign aired nationwide on March 20, 2009, and includes TV, print, radio, mobile, digital, music components as well as new point-of-sale materials.
Reinaldo Padua, Assistant Vice President of Hispanic Marketing at Coca-Cola North America, believes that “Unleash Your Dreams” is a great campaign for targeting Hispanics. Since "for many, achieving their dreams means seeing their children graduate from college, owning their own business, learning to speak English or meeting their favorite celebrity or sports figure. This year, our message will inspire Hispanic consumers and our programs will help them achieve some of those dreams," said Padua.
To gain more participation in the Hispanic community, Coca-Cola teamed up with the Mexican telenovela "Al Diablo con los Guapos". This partnership gives fans the opportunity to win prizes and memorabilia from the show as well as have the chance to meet two of the show’s stars. In May, Coke will launch a soccer-related campaign that will feature the Mexican National Soccer Team. This campaign will work alongside the “Open Happiness” campaign and the telenovela promotion. This campaign will give soccer fans the opportunity to attend matches and a soccer clinic with Guillermo "Memo" Ochoa. These campaigns will hopefully unleash and achieve some Hispanic consumer’s dreams, whether its meeting one of their favorite celebrity or watching their child graduate, it is made possible because of Coke.
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