Destapa La Felicidad with Coca-Cola

Coca-Cola invites the more than 45 million U.S. Hispanics to take a break, open a Coke, unleash their dreams and enjoy one of life’s simple pleasures. “Destapa Tus Sueños” or “Unleash Your Dreams” 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 will expand its media presence with a strong showing during Univision’s highest rated program “Premio Lo Nuestro” music awards, on March 26, at 8:00 P.M. 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.

“For Hispanics, happiness means pursuing and achieving their dreams, and Coca-Cola has always been there to provide them with the simple pleasure of refreshment during their journey,” said Reinaldo Padua, assistant vice president, Hispanic Marketing, Coca-Cola North America. “For many, achieving their dream means seeing their children graduate from college, owning their own business, learning to speak English or meeting their favorite celebrity or sports figure. This year, our message will inspire Hispanic consumers and our programs will help them achieve some of those dreams.”

‘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 positivity, 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.”

Coca-Cola’s exciting 2009 integrated marketing campaign will include programs that will help make dreams come true for Hispanic consumers, including:

* Coca-Cola Telenovela Club – Al Diablo Con Los Guapos

Telenovelas are a rich part of Hispanic popular culture, and many people dream of one day meeting their favorite Telenovela star. On March 1, the Coca-Cola Telenovela Club launched its fifth promotion with “Al Diablo con los Guapos.” Through this promotion, fans will have the opportunity to win premiums related to the novela, authentic novela memorabilia and enter a sweepstakes for the chance to meet two of the stars. The program is scheduled to run through the end of March through My Coke Reward/Mis Premios Coca-Cola and participating retailers in major Hispanic markets.

* Soccer – Mexican National Team

Futbol is a true passion point for Hispanic consumers, and many of them aspire to meet their favorite players. Beginning in May, Coca-Cola will implement a robust national marketing, advertising and public relations campaign featuring the Mexican National Team (MNT) in the U.S., which will offer several memorable opportunities for futbol fans, including a soccer clinic with Guillermo “Memo” Ochoa; attending friendly matches of the MNT in the U.S.; in-game experience as part of Coca-Cola “Ball Kids” program in MNT matches; collectable premiums and more.

* Family Food Bundles

For Hispanics, meals with family are one of the most important times of the day, and Coca-Cola is the preferred beverage brand to celebrate this occasion. Through 2009, Coca-Cola will continue partnering with authentic food brands to bring Hispanic families taste, refreshment and value in this important daily event.

* Community and Civic Organization Sponsorship

“Throughout its history, Coca-Cola has always expressed a refreshingly positive view of the world. ‘Destapa Felicidad’ is an updated reflection of that perspective expressing the brand’s role in bringing moments of pleasure to people,” said Padua.

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