Alba Ádamo, directora de Mercadeo Hispano de Coca-Cola Norte América
During the celebration of Hispanicize 2014, Coca-Cola launched the new Spanish-language version of its campaign The Worlds Cup entitled El Estadio de Todos, targeting the U.S. Hispanic market through its enthusiasm for the 2014 FIFA World Cup, to be fought this year in Brazil.Alba Adamo, Hispanic marketing director of Coca-Cola, together with brand ambassador and sports commentator Fernando Fiore, presented the details of the program, structured as a digital platform packed with original content to engage the Latino fan base.We want to make sure the World Cup brings joy and unites the world. In the case of the United States, due to its multicultural diversity, the passion for soccer touches us all, Adamo told PRODU.A special guest at the session was Carlos Vives, who presented Coca-Colas official World Cup anthem, The World Is Ours (La Copa de Todos in Spanish). Vives together with David Correy were picked to perform the bilingual version of the anthem.Another element of the campaign is La Bandera de la Felicidad (the Happiness Flag), which invites Latinos to form part of the biggest photographic mosaic in the world the size of a soccer pitch made up of photos sent in by soccer fans the world over. The flag will be unfurled before the opening World Cup game.As part of the experiences that Coca-Cola has created for soccer fans, the brand invited everyone between April 14-20 to follow the World Cup Trophy Tour that traveled around the U.S.A. after visiting another 89 countries.For us at Coca-Cola, were honored to help fans feel such a part of the World Cup, Adamo said.
Carlos Vives recibirá el premio Latino Innovador en Hispanicize 2014
Coca-Cola Company y Fiesta Restaurant Group anuncian acuerdo de mercadeo
