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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 to “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.
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