Coke Launches Hispanic Olympic Campaign
Coke’s massive Olympic campaign will include a Hispanic-targeted element for the first time with U.S. boxer Marlen Esparaza and wrestler Henry Cejudo. Creative will run on
NBCUniversal’s Telemundo and mun2 properties, including the networks and other platforms.
The campaign carries a "Luchando Juntos" (Fighting the Good Fight) theme. Ezperaza will compete in the first female Olympic boxing competition. Cejudo, who won gold in 2008, failed to qualify for London. In 2008, his story was compelling, since his mother could not accompany him to China because she was not yet a U.S. citizen.
Coke, which is basing its Olympic efforts on sports and music, will use Telemundo sports, lifestyle and music programming for its campaign in the run-up to the Olympics.
The Coke/Telemundo initiatives will also include social media, with Telemundo locales and reaching into Coke’s.
Jacqueline Hernández, the COO at Telemundo Media, stated that the campaign looks to tap into the “unique American experience of Latinos in this country and the quest to turning dreams into reality through hard work, passion and perseverance.”
Telemundo will cover the Olympics from London and a Miami studio.