Coca-Cola engages Hispanic consumers through a powerful marketing tool: Acts of kindness [INSIGHT]

By Alba Adamo, Group Director of Hispanic Marketing Coca-Cola

Coca-Cola’s Hispanic holiday campaign “Haz a Alguien Feliz” aims to tug at heartstrings and create a chain of acts of kindness. The nationwide campaign, launched on Dec. 4, encourages the Hispanic community to do a small act of kindness for someone in their life.  The acts are meant to be small, yet meaningful: helping a neighbor carry their groceries, bringing galleticas to the office, or watching mom’s favorite novela with her. The campaign encourages participants to post pictures of their small acts of kindness to Twitter, Instagram and Facebook using the hashtag #HazAlguienFeliz to create awareness and motivate others to participate. 

“Haz a Alguien Feliz” was born out of the global holiday campaign concept encouraging people to look beyond the presents and focus on the true spirit of the holidays to “Make Someone Happy”.  Coca-Cola saw the opportunity to connect further with Hispanics by integrating this global concept around Hispanic consumer passion points and engaging with them directly through a Spanish-language campaign. Hispanics make up 17% of the U.S. population, and will only continue to grow in number over the years, representing an important demographic for Coca-Cola to engage now and in the future.  Coca-Cola seeks to engage consumers via a 360-degree plan, including packaging, television, and social media.

With regards to packaging, Coca-Cola is bringing back a familiar face to represent the brand- the Sundblom Santa.  Imagined by the artist Haddon Sundblom, the Santa is loved by millions as a universal symbol of happiness and generosity, illustrating the central message of the campaign. The Sundblom Santa also will appear on limited-edition holiday packaging on Coca-Cola multi-packs, cans, glass bottles, and on 20-ounce, 1.25-liter and 2-liter PET bottles.

Unique paid media partnerships with Univision also makes this campaign stand out. For the first time ever, the longest-running Univision show, Sabado Gigante is partnering with a brand to bring a special media integration to their viewers. Joining forces with Univision is an important partnership for Coca-Cola, as it allows the brand to bring the “Haz a Alguien Feliz” message into the homes of Hispanics nationwide.  “La Hora de la Felicidad”, an emotional segment featuring the large impact of small acts of kindness, airs on Dec. 6., integrating the “Haz a Alguien Feliz” message. The partnership is mutually beneficial to reach the Hispanic market, and Univision is pleased to celebrate the holidays in a new and unique way with their Sabado Gigante viewers.

Due to the fact that Hispanics over-index in mobile phone use, Coca-Cola is focusing heavily on social media for “Haz a Alguien Feliz”.  By creating a dialogue with Hispanic consumers using the hashtag #HazAlguienFeliz, Coca-Cola’s holiday campaign hopes to fully engage consumers in joining Coca-Cola this holiday season, rather than just being bystanders. Additionally, we are taking a grassroots social media approach by partnering with well-known social influencers from top Hispanic markets who will take the streets to stir conversations and ask everyday people what their act of kindness will be during the holidays. Results will be posted using #HazAlguienFeliz across influencers’ blogs and owned social media channels to ultimately amplify the conversation.

The campaign also includes  online vignettes, released via YouTube, featuring television sportscaster Fernando Fiore, female empowerment advocate Nely Galán and Latino social influencers Lance Rios and Camila Canabal. The vignettes capture the essence of our campaign, showing that anyone can make someone happy this holiday season regardless of age, gender or nationality, all we need is an open heart.

Coca-Cola understands the importance of connecting with Hispanic consumers through a variety of mediums. Our campaigns engage consumers via multiplatform efforts that resonate at a cultural level and appeal to universal human emotions.

To view the “Haz a Alguien Feliz” online vignettes, see below: