Coca-Cola Lays Out Hispanic Marketing Plan for 2020: Soccer is for Men. Novelas are for Women

If you thought the soft drink giant a.k.a. The Coca-Cola Company couldn’t care less about the growing multicultural crowd, think again. The company this week laid out its vision for the future, which means a “strong focus” on multicultural marketing as soon as … 2020.

But that is not all. As Katie Bayne, CMO of Coca-Cola North America, was quoted saying:

“Our multicultural plans are now 12-month plans. It is no longer Hispanic heritage month followed by Cinco de Mayo […] We have a deep connection through the World Cup with Hispanic males and through the novelas with Hispanic females.”

No matter Cinco de Mayo (which happens in May) is actually followed by Hispanic Heritage Month (Sept.-October)… Coca-Cola will be using soccer to attract Hispanic men, and novelas to attract Hispanic females.

Yupi! I cannot wait for 2020…

Source: Advertising Age

4 thoughts on “Coca-Cola Lays Out Hispanic Marketing Plan for 2020: Soccer is for Men. Novelas are for Women

  1. son unos genios de la mercadotecnia! cuánto habrán tardado en llegar a esa “brillante” conclusión? cuántas personas habrán trabajado en ese estudio? cuánto dinero habrán gastado en ello?
    solo espero que el fin del mundo no suceda en el 2012, porque también quiero ver esa campaña en el 2020!

  2. I’m glad to see that Coca-Cola is recognizing the Hispanic market as one of the most important multicultural consumer groups. Coca-Cola dominates the soft drink market in Mexico and many other Latin American countries. Brand preference remains strong as Latinos immigrate to the U.S.

    However, connecting with Hispanic men through futbol (soccer) and with Hispanic women through telenovelas appears somewhat simplistic, and one would hope that this is only one component of Coke’s overall Hispanic strategy.
    Although both activities are highly favored by this consumer group, it is mostly immigrant, Spanish-dominant and unacculturated Hispanics who follow them.

    Today, the unacculturated segment represents 31% of the U.S Latino population only. The growth of the Hispanic market is mainly being fueled by bicultural Hispanics, who represent 52.7% of the U.S. Latino population.

    This growing group of bicultural Latinos, who are mostly bilingual, and comfortably navigate both the Hispanic and the American cultures, are acting as strong influencers for all the other Latino market segments. Their interests go beyond futbol and novelas. Bicultural men also follow MBL and NFL, bicultural women cite Grey’s Anatomy and Desperate Housewives at the top of their list.

    To have a truly effective impact on the Hispanic market, Coca-Cola should not ignore the bicultural Latino segment. I wonder how they plan to do that? Are they planning to capture them through their general market strategies, their Hispanic strategy or synergistically through both?

  3. Good comment, Flor. Even though Coca Cola has been doing Hispanic advertising for a while (albeit infrequently) for market and corporate cohesiveness it’s good to show their focus and targets. The dominant groups watching telenovelas are Hispanic women so why complicate it with adding male viewers to the list at an early stage? Start activating the group and evaluate – then add other viewer segments to the list. Many times multicultural marketing is perceived as very multifacetted and a “clean” and easy-to-understand approach is healthy, I think.

  4. Si Coca Cola se esta preocupando del futuro de los Hispanos y de como mantener su producto en nuestras mesas, es por que somos una fuerza economica que se debe respetar. Vamos pa’delante, y usemos nuestra fuerza economica para hacer cambios que beneficien nuestra comunidad. Un dollar en la comunidad judia pasa por 36 manos antes de salir de la comunidad judia, en cambio entro los latinos de cada dollar que ganamos solo 50 centavos se gasta entro los latinos. Si eres Latino compra de negocios latinos, apoyemos a nuestra comunidad y de esa manera mantener nuestra fuerza economica.

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