Powerade to launch Hispanic marketing campaign

ATLANTA Powerade is featuring goalkeeper Guillermo "Memo" Ochoa in the drink brand's first-ever fully integrated marketing campaign aimed at the Hispanic community.

The Spanish-language advertising campaign, Powerade Latino, will kick off June 1 in major U.S. Hispanic markets and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa -- who tends goal for the Mexican National Team -- produced for the Powerade Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

“The Powerade Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands,” said Jose Serafin, senior brand manager, Hispanic marketing for Coca-Cola North America. “The [campaign] is a great way to celebrate our brand’s strong relationship with the U.S. Hispanic community, and maximize our partnership with the FIFA World Cup, the most popular sporting event in the world.”