NEW YORK Coca-Cola began airing a new campaign targeting the U.S. Hispanic market last week that translates the beverage company's "Open Happiness" theme in its general marketing campaign to "Destapa La Felicida." Further, the work tells Hispanics: "Unleash Your Dreams" ("Destapa Tus Suenos").
The campaign from Ogilvy & Mather includes TV, print, radio, mobile, digital, out-of-home and music components as well as new point-of-sale materials.
"For Hispanics, happiness means pursuing and achieving their dreams, and Coca-Cola has always been there to provide them with the simple pleasure of refreshment during their journey," said Reinaldo Padua, assistant vice president of Hispanic Marketing at Coca-Cola North America, in a statement. "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."
To help "make dreams come true" for Hispanics, Coca-Cola's marketing efforts this year include the Coca-Cola Telenovela Club, the company's fifth promotion with Mexican telenovela "Al Diablo con los Guapos." Running through the end of March, the promotion gives fans the opportunity to win premiums and memorabilia related to the novella and an opportunity to meet two of the show's stars.
In May, Coke will also launch a soccer-related marketing, advertising and PR campaign featuring the Mexican National Team. Fans will have the opportunity to attend matches and a soccer clinic with Guillermo "Memo" Ochoa.
"The combination of inspirational marketing, in-store activation and our unique Hispanic programs will ensure that we continue to strengthen our long-standing consumer relationships and build new ones," said Katie Bayne, chief marketing officer, Coca-Cola North America. "These programs speak to the company's deep commitment to revitalizing the sparkling beverage category by providing another end-to-end marketing campaign."
The campaign began airing nationwide on March 20 on Spanish-language networks including Univision, Telemundo and TeleFutura.