Translating “Coca-Cola”

BuscandoCocaCola
A conversation with Reinaldo Padua

One of the early adopters of marketing to U.S. Hispanics, Coca-Cola has evolved its marketing strategy and media mix as Latinos’ interests, passion points and media consumption habits have diversified and matured.

For the most part, new campaigns from the soft drink giant have run hand-in-hand with high-profile events and artists commanding Hispanics’ attention. Over the last six years, efforts have focused heavily on soccer, tying into the 2010 World Cup and other tournaments.

“Among Hispanics, fĂştbol is very important,” says Reinaldo Padua, assistant vice president  of Hispanic marketing at Coca-Cola. “We had World Cup last year and this year we have Gold Cup and Copa AmĂ©rica, all are great opportunities for our brands to provide relief through entertainment and hydration.”

Coca-Cola’s latest Latino-focused campaign launched in early June as CONCACAF Gold Cup action got underway. “Buscando Coca-Cola” debuted on Univision during the opening game of the 2011 tournament.

In the spot, a man desperately ties to buy Coke before the first kick of a soccer match but efforts are continually defeated by his neighbor, who takes the last Coke from each store. The neighbor ultimately decides to share his six-pack of Coca-Cola and, touched by the generosity, the man invites the neighbor to a party in his home where everyone is drinking a Coke.

Looking to build excitement for various soccer tournaments this season, the “Buscando Coca-Cola” television spots are airing on Univision and TeleFutura throughout the summer alongside a radio campaign. Extending into the digital arena, fans can watch the commercial on the Plaza Coca-Cola YouTube channel, http://www.youtube.com/user/plazacocacola.

The campaign, notes Padua, puts consumers’ needs – from hydration to refreshment and on to player interaction – in the forefront, a strategy that Coca-Cola keeps top of mind when branding and marketing its different products.

RELATED POSTS

How to Get Newsletter Readers Hitting “Open” Every Time

How to Get Newsletter Readers Hitting “Open” Every Time

12 steps to the Art of the Irresistible Monthly Newsletter Let’s take a break from the “convert” talk for a second and focus on building genuine connections through monthly newsletters your readers look forward to every month. After all, happy readers are more...

How Will AI Affect the Role of the Salesperson in Business?

How Will AI Affect the Role of the Salesperson in Business?

 5 ways it could it have an impact on Hispanic culture As a salesperson in the mid 1980’s in the automobile business there was great fear first that Car and Driver, Motor Trend, and Consumer Reports were going to provide the consumers with  too much information, and...

Women & Men, Career, Life & Their Choices

Women & Men, Career, Life & Their Choices

Tips and Observations, Inspired By "Makers: Women Who Make America" Watching a recent PBS broadcast "Makers: Women Who Make America" was a moving experience for me. Whew, I didn't realize how much time had gone by. Many of the stories and events described in the...

Video Gallery

Polls

Sign Up for the Latin Biz Today Newsletter

PR Newswire

Featured Authors

Innovation & Strategy

Money

Talent/HR

Legal

Marketing

Culture

Fashion

Food

Music

Sports

Work & Life

Mindfulness

Health & Fitness

Travel & Destinations

Personal Blogs

Pin It on Pinterest