• by Karl Greenberg , March 31, 2009

Coke has launched a new iteration of its "Destapa La Felicidad" ("Open Happiness") Hispanic-market campaign.

The new effort, bearing the tag "Destapa Tus Sueños" or "Unleash Your Dreams," includes new point-of-sale, shopper experiences, consumer promotions, television, radio, print and out-of-home advertising, and mobile, digital and music components.

Two TV spots with a "dreams" theme are running on Spanish-language networks, including Univision, Telemundo and TeleFutura. One shows a father drinking a Coke after a long day's work. He glances at his daughter playing with a stethoscope and imagines her becoming a surgeon.

The "Destapa La Felicidad" effort, itself an evolution of the "El Lado Coca-Cola de la Vida" ("Coke Side of Life") campaign, began with a promotion on March 1 around its "Telenovela Club" platform. That promotion includes a sweepstakes for the chance to meet two telenovela stars.

Hispanic-market efforts this year also include national advertising and public relations featuring the Mexican National Team in the U.S.

Reinaldo Padua, assistant vice president/Hispanic marketing Coca-Cola North America, says the effort is intended to create "a more personal connection" to Hispanic consumers. "Through 'El Lado Coca-Cola de la Vida,' we found the voice of the brand again. People reminded us that Coca-Cola is about optimism, quiet confidence, leadership, fun and wit. This led us to create an updated call to action: 'Destapa La Felicidad'," he says.

He says the Coca-Cola Telenovela Club is one of the most successful programs Coke has for Hispanic consumers. "And due to its success, in 2009 we will continue the program." The promotion will continue to run through My Coke Rewards/Mis Premio, Coca-Cola and participating retailers in Hispanic markets.

Padua says in-store elements include point-of-sale in meat departments and bakeries at supermarkets to Novelas or Fútbol activations in beverage aisles, deli and produce sections.