Powerade debuts World Cup campaign courting Hispanic consumers

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Coca Cola's Powerade brand has introduced an integrated campaign targeting Hispanic consumers before and during the 2010 FIFA World Cup, which begins June 11. The effort's digital elements debuted May 17.

Creative agency Madre Buenos Aires, Coca Cola's Hispanic agency of record for Still Beverages within Coca Cola North America, produced the campaign, which includes banner and television ads, online video, out-of-home and mobile marketing. The television spots will debut June 11.

Guillermo “Memo” Ochoa, goalkeeper for the Mexican national team, stars in the TV ads and online video, which explains his approach to tending goal.

Powerade in-store signage will include a short code that consumers can text to enter to win World Cup-themed prizes.

“The World Cup is the biggest sporting event in the world, and it is a perfect time to target our Hispanic community, which is very important to us,” said Jose Serafin, senior brand manager for Hispanic marketing at Coca-Cola North America.

Powerade posted the video on YouTube and Vimeo with the hope it will spread virally before the World Cup, which begins June 11.

“The Hispanic community here in the US is big, and they have a lot of friends in other countries who are excited about the World Cup. We hope this expands globally,” said Serafin.

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