News Trending

  • ( 2 months ago ) Small Business Services For Latino Entrepreneurs by Daniel Ahart
  • ( 2 months ago ) Free eBook on Workers Compensation by Georgia Injury Advocates
  • ( 2 months ago ) Still Need 2022 Health Coverage?
  • ( 6 months ago ) Family Announces Memorial Services, GoFundMe for Hispanic PR Industry Veteran Joe Ramirez
  • ( 8 months ago ) Embracing our Latino Heritage and Identity with Influential Latin Music Artists #ALEGRIAYBOMBAEEH
  • ( 9 months ago ) Latinx Newswire Launches ‘Celebrate Hispanic Greatness’ Campaign to Honor Hispanic Icons and Pioneers Who Continue to Inspire the World
  • ( 9 months ago ) RockOrange hires Christina Caballero as Public Relations Vice President and Maria Corredor Ospina as Strategy & Business Development Vice President
  • ( 9 months ago ) Sandoval Law Firm Shares the Hispanic Heritage Month Calendar in Texas
  • ( 9 months ago ) Debt.com Celebrates the Hispanic Heritage Month with Various Activities, including a Scholarship
  • ( 10 months ago ) The New York Latino Film Festival Returns September 14 – 19 With 20th Anniversary Celebration of ‘Raising Victor Vargas’
  • ( 10 months ago ) Georgia Has a Sizeable Immigrant Community, Much of Which Hails from Mexico
  • ( 10 months ago ) Daniel Ahart Tax Service Shares the Hispanic Heritage Month Calendar

Hispanic PR BlogHispanic PR Blog

Your Complete Source for Hispanic Public Relations & Social Media Insights

  • Home
  • News
  • Hispanic Heritage Month
  • About Us
  • Contact Us
  1. Hispanic Social Media Insights
  2. Coke opens happiness via educational promotion
Hispanic PR Blog

27 Nov, 2009 0 Hispanic Social Media Insights / Hispanic/Multicultural PR Briefs 0 Coke / dotGlobal / Joe Kutchera / mobile marketing

  • tweet
Coke opens happiness via educational promotion
  • Share via Facebook 
  • Share via Google 
  • Share via Twitter 
  • Share via Email
  • Share via Reddit 
  • Share via Tumblr

By Joe Kutchera
President of dotGlobal

This fall, Coca-Cola launched an educational marketing initiative with the goal of helping Hispanics fulfill their dream of learning English. This is an important customer base as Hispanics represent one-quarter of Coke’s domestic U.S. sales.  To launch the program, Coke partnered with Lexicon Marketing, the developer and marketer of Inglés sin Barreras (English without Borders), the video-based English learning program in the U.S.

Reinaldo Padua, assistant vice president of Hispanic marketing at Coca-Cola North America, recently explained the two elements of the in-store and mobile promotion:

1)Consumers receive a premium when they buy Coke in one of the 11,000 convenience and grocery stores located in Hispanic areas across the country, a bilingual English-Spanish mini-dictionary and a DVD of the beginning lesson from the Inglés sin Barreras collection.

2)Consumers can then register to accumulate points via their cell phone by texting in My Coke Rewards product codes. Upon collecting 700 points, consumers will have the opportunity to redeem their points for one of the 12 volumes in the Inglés sin Barreras DVD collection.
Following are a few excerpts from my recent conversation with Reinaldo:

Q: Why did Coke decide to do this education-oriented marketing campaign with Inglés Sin Barreras?

A: As you know, our new global campaign is “open happiness.” When we asked Hispanic consumers about what that meant to them, they said that happiness meant being able to pursue their dreams. In Latin America, in Hispanics’ countries of origin, consumers there may not have access to those opportunities in education.

So, when we talk about that dream, in most cases they talk about advancement of family and the next generation and a lot of that advancement is about education and access to opportunities. We wanted to communicate a very inspiring message of “untap your dreams” or “destapa tus sueños” so that Hispanic consumers could visualize themselves in a better place in the future. This promotion provides a tangible tool for being able to attain that dream. One of the most popular products in the market for learning English among Hispanic consumers is Inglés sin Barreras. We are excited that Coke can offer access to that material with our partner.

Q: What are the goals of this program?

A: We measure the success of this program in how it builds loyalty for the brand. How is it driving sales volume in stores and activation of the promotion? We ask this question for all of our promotional and advertising programs.

Q: How do the initial results look since launching the campaign?

A: The initial results look very encouraging. The feedback we have gotten from consumers has been very positive. The feedback from our employees, our most important stakeholders, has also been positive. They love it and understand the value that it provides to the community. Customers also love the idea that we are helping the community in a tangible way.

Q: How do you evaluate doing a promotion like this one in comparison to, let’s say, Coke’s support of the World Cup?

A: At the end of the day, both of these promotions build upon the same brand promise of uncapping your dreams. In the case of the World Cup, it captures the excitement of your team going to the event, targeting younger, Hispanic males. The Inglés Sin Barreras promotion, on the other hand, focuses on the entire family and captures longer-term dreams around educational opportunities.

Q: How long has Coke been marketing to Hispanics?

A: For 75 years, since we opened in Latin America. What we do in Latin America directly affects what we do in the U.S. You see the effects of globalization from having offices around the world.

Story courtesy of MediaPost Engage:Hispanics

  • Share via Facebook 
  • Share via Google 
  • Share via Twitter 
  • Share via Email
  • Share via Reddit 
  • Share via Tumblr

You may also like...

Hispanic Milestones, Race in America

28 Aug, 2009 0 Manny Ruiz 0

This week’s top multicultural headline: Latino rookie QB Mark Sanchez will be NY Jets starter

Hispanic Culture News

23 May, 2012 0 Hispanic PR Blog 0

Discovery Familia Joins In The Fight Against Obesity Among Hispanics

Uncategorized

11 Oct, 2012 0 Hispanic PR Blog 0

Republica Chairman & CEO Jorge A. Plasencia to Be Honored With Inaugural Goya Hispanic Achievement Award

Hispanic Market Facts/Research

3 Aug, 2011 1 Hispanic PR Blog 0

Hispanics Have Highest Tablet Adoption

Hispanic Market Jobs

21 Oct, 2011 0 Hispanic PR Blog 0

Prestigious Fellowship Mentors Want YOU!

Diversity News, Multicultural Media News, Race in America

23 Aug, 2013 0 Hispanic PR Blog 0

Latino Americans narrated by actor Benjamin Bratt premieres on PBS Sept. 17th

HISPANIC HERITAGE MONTH

take-the-quiz-1-300x300

Search

Noticias Newswire

Academy Awards for Latino in Podcast Seventh Round of Nominees


Grading History: A Review of the Smithsonian’s First-Ever Latino History Exhibit


PRODU Special Report in Cannes: Creativity with the pendulum of sustainability


View More

© 2021 Copyright NGL Collective.
Hispanic PR Blog is owned and operated by NGL Collective.

Recent Posts

  • Small Business Services For Latino Entrepreneurs by Daniel Ahart 05/05/2022
  • Free eBook on Workers Compensation by Georgia Injury Advocates 04/26/2022
  • Still Need 2022 Health Coverage? 04/26/2022

NGL Collective Websites

  • NGL Collective
  • Hispanic Kitchen
  • Latina Moms
  • Hispanicize Event
  • EOP Comedy Show

Copyright 2021

Celebrate Hispanic Greatness

×