Coca-Cola expands marketing campaign to Hispanic community

ATLANTA Coca-Cola, the #1 sparkling beverage brand among Hispanic Americans, is telling more than 45 million U.S. Hispanics to “Destapa Tus Suenos” or “Unleash Your Dreams”.

The campaign is the central message for ‘Destapa La Felicidad,’ the Hispanic adaptation of ‘Open Happiness’ – the new global integrated marketing campaign for Coca-Cola that launched in January.

The fully-integrated Hispanic adaptation includes new point of sale, enhanced shopper experiences, consumer promotions, television, radio, print and out of home advertising, mobile, digital and music components. The campaign began airing a new television commercial nationwide on March 20 and expanded its media presence with a strong showing during Univision’s highest rated program “Premio Lo Nuestro” music awards.

This campaign is Coca-Cola North America’s latest step in an ongoing plan to revitalize sparkling beverages in the U.S. The new ad will run on Spanish language networks including Univision, Telemundo and TeleFutura.

‘Destapa La Felicidad’ is an evolution of the ‘Coke Side of Life/El Lado Coca-Cola de la Vida’ campaign that featured award-winning commercials such as “Video Game,” “Happiness Factory”, “A la Mesa” and “It’s Mine.” The new campaign will continue to invite people to bring optimism and fun into their lives through an engaging creative and an uplifting message.

“The combination of inspirational marketing, in-store activation and our unique Hispanic programs will ensure that we continue to strengthen our longstanding 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 targeted marketing campaign.”

The campaign was developed in partnership with Ogilvy & Mather, the Hispanic marketing and advertising agency of record for Coca-Cola North America.