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 their favorite beverage.
The two programs — the “Inglés sin Barreras” promotion for Hispanic adults and “Coca-Cola Secret Formula” for teens — will debut throughout the remainder of 2009.
To help Hispanics fulfill their dream of learning English, Coca-Cola is creating an exclusive partnership with Lexicon Marketing, the developer and marketer of Inglés sin Barreras (English without Borders), the bestselling video-based English learning program in the U.S. 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 from the Inglés sin Barreras collection. The program was rolled out to more than 11,000 convenience retail and grocery stores located in Hispanic areas across the country beginning 9/1.
In addition to the in-store promotions, Coca-Cola is creating a mobile phone points collection platform that allows consumers to accumulate points by texting their My Coke Rewards product codes. Upon registering, consumers will receive 100 free My Coke Rewards points 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 Inglés sin Barreras collection. This year-long promotion will be supported with television, radio and newspaper advertising.
Secret Formula, a component of the Open Happiness/Destapa La Felicidad campaign, was launched at the beginning of 2009 to establish a direct dialogue with teens. The program celebrates the secret ingredients that make Coca-Cola one of the most delicious and special beverages on the planet. Through a series of ads, 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 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.
With the addition of “Fanhancer”, the program made its debut in the Hispanic market through a media partnership with Univision Network that rolled out during the recent live broadcast of Premios Juventud (Youth Awards). Coca-Cola and Univision also created “Secretos de Premios Juventud” (Secrets of Premios Juventud), a section on Univision.com where fans had access to exclusive behind-the-scenes interviews with celebrities that attended “Premios Juventud.”
To capture the “Fanhancer” experience, Coca-Cola brought together 17 teens from all ethnicities to create a series of videos and images that highlight how they express their individualism, personality and “fanitude.” The visual creative will appear on Univision.com, BET.com, ESPN.com, AOL Latino.com and other online media sites as part of the program’s effort to reach teens. The program will feature digital and point-of-sale executions and also will be linked to MyCokeRewards.com.
In the second half of 2009, CCNA is also rolling out a series of new package sizes. Some of the new options include 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 new television commercial debuted during the live broadcast of Univision Network’s new reality show “Viva el Sueño.”