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ATLANTA -- "Destapa Tus Sueños," or "Unleash Your Dreams," is the central message for Coca-Cola Co.’s new global marketing campaign, "Open Happiness," or "Destapa La Felicidad." A promotion targeting the Hispanic culture began airing a new television commercial nationwide March 20, on Spanish-language networks including Univision, Telemundo and TeleFutura.
"The combination of inspirational marketing, in-store activation and our unique Hispanic programs will ensure that we continue to strengthen our long-standing consumer relationships and build new ones," Katie Bayne, chief marketing officer for Coca-Cola North America, said in a release. "These programs speak to the company's deep commitment to revitalizing the sparkling beverage category by providing another end-to-end marketing campaign."
The campaign began earlier this year when the Coca-Cola Telenovela Club launched a promotion with popular telenovela "Al Diablo con los Guapos." Other upcoming programs include soccer-related marketing launching in May, with tie-ins to the Mexican National Team, a soccer clinic with Guillermo "Memo" Ochoa, and in-game experiences with the Coca-Cola "Ball Kids" program. The company also plans to appeal to Hispanic heritage by partnering with authentic food brands.
In 2009, the soft drink company will support more than 100 Hispanic initiatives, programs and organizations including the National Hispana Leadership Institute and the National Alliance for Hispanic Health.
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