Beverage Industry

Powerade launches first Hispanic integrated marketing campaign

May 18, 2010

Powerade will feature Guillermo “Memo” Ochoa, the star goalkeeper for the Mexican national soccer team in its first integrated marketing campaign created exclusively for U.S. Hispanic consumers.

Powerade Latino, as the campaign is known, will coincide with the 2010 FIFA World Cup in South Africa. Recently, FIFA officially designated Powerade as “Chosen by FIFA to Hydrate 2010 FIFA World Cup Players.”

“The POWERADE Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands,” said Jose Serafin, senior brand manager, Hispanic marketing, Coca-Cola North America, in a statement.

The Spanish-language advertising campaign will begin June 1 in major U.S. Hispanic markets, and will be supported with broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Ochoa produced for the Powerade Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.
 
In addition, Ochoa is featured in a mini-documentary for the campaign in which he is thrust into a grueling training scenario defending two goals simultaneously. The video can be seen and shared at www.arrobanews.com/powerade.

The Powerade Latino concept will continue later in the year with extensions into baseball featuring prominent Hispanic athletes, Coca-Cola said.