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    Coca-Cola Reaches Out to Multicultural Teens

    Beverage giant unveils new packaging options.

    ATLANTA -- Coca-Cola is rolling out new marketing programs to encourage Hispanic consumers to pursue their dreams and connect with multicultural teens. In addition, the company is offering new packaging options to give them more convenient ways to enjoy the company's beverages.

    "Central to Destapa La Felicidad [Open Happiness] is the simple idea that Coke is always there, inviting people to take a break and refresh their dreams," said Reinaldo Padua, assistant vice president, Hispanic Marketing, Coca-Cola North America. "With the addition of new marketing and promotional programs, we are inviting Hispanic consumers to open a Coke and open happiness."

    Two programs—the Inglés sin Barreras (English without Borders) promotion for Hispanic adults and Coca-Cola Secret Formula for teens—will debut throughout the remainder of 2009.

    To help non-English speaking Hispanics learn English, Coca-Cola is creating an exclusive partnership with Lexicon Marketing, the developer and marketer of "Inglés sin Barreras," the bestselling, video-based English learning program in the United States. Coca-Cola will feature in-store promotions that provide consumers with opportunities to obtain English learning premiums, such as bilingual, English-Spanish mini-dictionaries and a special DVD lesson. The program is being rolled out to more than 11,000 convenience and grocery stores located in Hispanic areas.

    In addition to the in-store promotions, Coca-Cola is creating an innovative mobile phone points collection platform that allows consumers to accumulate points by texting My Coke Rewards product codes. Upon registering, consumers will receive 100 free My Coke Rewards points good towards their first "Inglés sin Barreras" volume. Each time consumers amass 700 My Coke Rewards points, they will have the opportunity to redeem their points for one of the 12 volumes in the collection. This yearlong promotion will be supported with television, radio and newspaper advertising.

    As part of the partnership, Coca-Cola will sponsor Latinos sin Barreras, a contest hosted by Lexicon. Consumers will have the opportunity to submit stories detailing their success in the United States to MundosinBarreras.com. Each month, registered users will select a winner to receive various prizes. In addition, the winner will be entered for the grand prize, a free trip to Los Angeles to be featured in one of Lexicon’s commercials aired nationwide on Hispanic television networks.

    "With our Ingles sin Barreras promotion we are reaching Hispanic consumers in a powerful and cultural way. Offering them the opportunity to achieve their dream of learning English is what Destapa La Felicidad is all about," said Padua. "We are committed to providing Hispanic consumers with relevant programs that emphasize Coca-Cola’s role during every occasion, from meals with the family to watching a soccer match with friends to a refreshing break while learning English."

    Secret Formula, a component of the Open Happiness/Destapa La Felicidad marketing and advertising campaign, was launched at the beginning of 2009 to establish a direct dialogue with teens. The program celebrates the secret ingredients that make up Coca-Cola. Through a series of advertisements, secret ingredients such as "Swelter Stopper," "Movie Improver," "Burger Betterer" and "Harmonizer" showcase how Coca-Cola makes a teen’s daily life more fun. "Fanhancer" is the newest secret ingredient in the program and expresses how Coca-Cola provides teens, in particular multicultural teens, with the extra spark and refreshment that real fans need to chant, scream, holler or cheer for their favorite team, musician or celebrity, the company stated.

    In addition to these programs, Coca-Cola is rolling out a series of new package sizes, including a 16-ounce plastic bottle for 99 cents, a 50-ounce twin pack and a 2-liter contour plastic bottle featuring the brand’s iconic curvy shape. This initiative is being supported by point-of-sale and a new television commercial titled "Para Todos" (For Everyone). The commercial highlights how Coca-Cola is available for each consumer and each occasion in a multitude of packages.

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