July 13th, 2012
Coke and Telemundo Team Up for the Olympics
By Sam Thielman
Quieres una Coca-Cola? Telemundo is working with Coke in what will be the beverage giant’s first Olympics-focused integrated marketing campaign keyed directly to Hispanics, and it’s focusing not on hispanophone countries’ Olympic teams, but on the surprising diversity of the U.S. athletic lineup.
“When you see the Chinese team coming in, you look at them and you know they’re the Chinese team,” said Coke avp of Hispanic marketing Reinaldo Padua bluntly. “The German team, the Nordic countries, look like they’re from there. The USA team looks like the team of the world. It’s very well-aligned with the values of the brand; being authentic and real and spontaneous.”
Though Padua said Coke has been marketing to Hispanic consumers for a century (the company entered Latin America more than 100 years ago), he concedes that the current marketing push has been “consistent over about ten years.” The landscape was changing and the growing demographic was now no longer considered a niche in the same way it might have been in the early aughts. And Coke likes the Olympics.