MERCADEO Versión en español
Coca-Cola stamps on the skin of the Hispanic community the pride of being Latin
Manuela Walfenzao| 16 de septiembre de 2015
La campaña busca reconocer la cultura latina, sus raíces a través de tatuajes temporales con sus apellidos
In the framework of the Hispanic Heritage month, Coca-Cola launched a campaign titled Orgulloso de ser latino. The marketing effort was based on a below the line activation in which they used soda cans to make tattoos with the most popular Hispanic surnames. A truck went around the streets of Los Angeles delivering the cans to Hispanics and the process was registered in a video that appeals to emotions. In social media the campaign has been well received by the audiences. With this initiative the brand seeks to acknowledge this “culture, its roots, and above all, its surnames: the González, Reyes, Ortiz, Martínez, the Pérez and more. We did something unique, which helps people share and show their origin in a very special way” they expressed in an official statement. The shop in charge of this initiative was David The Agency. The video has been shared by many members of the Latino community, who identify with the images and the pride of their roots. It has also unleashed a controversy on the networks, since some consumers have manifested that there is an underlying message in the campaign against the US presidential candidate, Donald Trump.
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