CENTER STORE PROMOTIONS: Coca-Cola, Kimberly-Clark Court Hispanics

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CENTER STORE PROMOTIONS: Coca-Cola, Kimberly-Clark Court Hispanics

Coca-Cola, the No. 1 sparkling beverage brand among Hispanic Americans, is reaching out to that crucial demographic with “Destapa La Felicidad,” the Latino adaptation of “Open Happiness,” the global integrated marketing campaign it rolled out in January.

The Hispanic campaign, which Coca-Cola North America describes as its “latest step in an ongoing plan to revitalize sparkling beverages in the U.S.,” encompasses new point-of-sale, enhanced shopper experiences; consumer promotions; television, radio, print and out-of-home advertising; and mobile, digital and music components. A new television commercial began airing nationwide late last month on such Spanish-language networks as Univision, Telemundo and TeleFutura.

“For Hispanics, happiness means pursuing and achieving their dreams, and Coca-Cola has always been there to provide them with the simple pleasure of refreshment during their journey,” said Reinaldo Padua, assistant VP, Hispanic marketing, at Coca-Cola North America in Atlanta. “For many, achieving their dream means seeing their children graduate from college, owning their own business, learning to speak English or meeting their favorite celebrity or sports figure. This year, our message will inspire Hispanic consumers and our programs will help them achieve some of those dreams.”

“Destapa La Felicidad,” which evolved from the earlier “Coke Side of Life/El Lado Coca-Cola de la Vida,” campaign, will continue to impart an uplifting message, according to the company.

“The combination of inspirational marketing, in-store activation and our unique Hispanic programs will ensure that we continue to strengthen our long-standing consumer relationships and build new ones,” explained Katie Bayne, chief marketing officer at Coca-Cola North America. “These programs speak to the company’s deep commitment to revitalizing the sparkling beverage category by providing another end-to-end targeted marketing campaign.”

Coca-Cola’s Hispanic initiative additionally includes tie-ins with “Al Diablo Con Los Guapos,” a popular telenovela (serial), and the Mexican national soccer team (MNT), as well as partnerships with authentic food brands, and community and civic organization sponsorships.

The campaign was developed in partnership with Ogilvy & Mather, the Hispanic marketing and advertising agency of record for Coca-Cola North America.

The Coca-Cola Co., the world’s largest beverage company, offers nearly 500 sparkling and still brands, including Coca-Cola, Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee.

Elsewhere in center store, Kimberly-Clark’s Kleenex brand sought aspiring artists to help celebrate Hispanic Heritage Month (Sept. 15-Oct. 15). The “Con Kleenex, Expresa tu Hispanidad” (“With Kleenex, Express Your Hispanic Culture”) campaign introduced a national contest that ran from December 2008 through January 2009, with winners to be announced June 1, 2009.

Some of the winning art will be transferred digitally onto Kleenex facial tissue boxes set to hit stores nationwide in September and October. Three grand-prize winners will each receive $5,000, and nine finalists will each receive $500. Submitted artwork can be viewed online at On the site, Kimberly-Clark thanked consumers for the “overwhelming support our contest has received.”

“The Kleenex brand wanted to do something special to celebrate Hispanic Heritage Month in 2009, and felt that utilizing its own product packaging as the canvas to showcase the richness and diversity of Hispanic culture through original artwork would be a powerful way to do so,” explained company spokeswoman Ann Pinkerton, adding that Kimberly-Clark worked with MASS Hispanic Marketing and Hispania Public Relations to develop the contest.

“Both have long helped other key Kimberly-Clark brands, such as Scott, Huggies and Pull-Ups, in designing and executing successful Hispanic marketing initiatives,” noted Pinkerton.

As for further Latino-themed promotions, “Whether or not the Kleenex brand makes this an annual contest is still up in the air,” said Pinkerton. “Much will depend on the results it generates this year. The brand is currently involved in other efforts to reach the Hispanic community, such as “Madre y Mujer” (“Mother and Woman”), through which the brand engages in a great deal of media outreach and direct-to-consumer promotional programs, including social networking and in-store activities. In addition, [for] the past few years the Kleenex brand has been a sponsor of Generacion Latina through Selecciones magazine, in which we honor and support young Hispanics making a difference in their community.”