Coca Cola has teamed up with Telemundo to take advantage of the 2012 Summer Olympics, (which kick off tonight in London), as a tool for reaching Hispanic consumers. The campaign, according to Adweek, will focus not on Latin American countries, but on the good old U.S.
The multi-network (Telemundo and mun2), multiplatform (on-air, online, and mobile) campaign features the personal Olympic journeys of U.S. Latino athletes, boxer Marlen Esparza and wrestler Henry Cejudo through original, interactive content.
“When you see the Chinese team coming in, you look at them and you know they’re the Chinese team,” said Coke avp of Hispanic marketing Reinaldo Padua bluntly. “The German team, the Nordic countries, look like they’re from there. The USA team looks like the team of the world. It’s very well-aligned with the values of the brand; being authentic and real and spontaneous.”
Padua says that, for the last ten years, the growth of Latinos in the U.S. has forced a sea change in marketers’ approach to reaching such a substantial group.
In many companies, you say, ‘Let me do something specific for Hispanics in Spanish,’ but it’s such a big group that up to 25 percent of the volume is coming from Hispanic consumers [but] 40 to 60 percent of the growth is coming from Hispanic consumers,” Padua said. It’s that much more important, then, to use a platform like the Olympics, which has high viewership across all demos, to target a group that’s growing.
Telemundo, a part of the NBC Universal network that owns exclusive television rights to the 2012 Summer Olympics in the U.S., scored a big coup by landing the deal with Coke who hasn’t worked with the network in some time in favor of working with “one of our large competitors.” (Padua refused to name names, but presumably he means Univision.)
Padua says Coke wanted to know how to make the Olympics an event for U.S. Hispanics in the same way that the World Cup is an event for them. The solution was to push for the American Olympic team.