Monthly Archives: April 2010

Coke’s New World Cup Goal: Mainstream U.S. Consumers


Soccer may trail basketball and baseball in popularity in the U.S., but Coca-Cola sees that changing fast. Coca-Cola has been a major advertiser in the FIFA World Cup for decades, but this is the first time the company is targeting a more mainstream type of consumer, as opposed to Hispanics in the U.S., said Reinaldo Padua, assistant vice president of Hispanic marketing for North America. The campaign, which includes global TV, documentary and interactive components, comes as young American consumers take a more active interest in the sport—an interest that the company believes will extend to watching the games as well. Padua discussed what Coca-Cola is doing that’s new in the World Cup this year and how the company’s “Open Happiness” theme is a good fit for the sponsorship.

Read the article here.

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