Coca-Cola

Building Brand and Loyalty for Coca-Cola’s Telenovela Club

With Hispanics accounting for 18% of the U.S. population, Coca-Cola wanted to tap more deeply and connect organically with this lucrative and growing market.

Strategies

This was a time when there was a great deal of bad publicity concerning sodas that contained sugar. Coca Cola wanted to improve perception of their brand that also offered Dasani water and Coke Zero alternatives. The Conroy Martinez Group promoted the Coca Cola “Telenovela Club Once-In-a-Lifetime ‘Supersized’ Family Walt Disney World Vacation” promotion during Hispanic Heritage month in October. This promotion culminated with the opportunity to have a Meet and Greet with telenovela stars and appear in a “telenovela scene” with the celebrities. Eight families, (one from each target market), avid fans of telenovelas – the Latino soap operas that dominate primetime Spanish television – would have that opportunity. Families also got personal keepsake videos with the stars.

Results

The year-long campaign in Orlando, Miami and Los Angeles was an unqualified success, resulting in Coca-Cola continuing the program in successive years.

More than 3.5 million impressions through Hispanic media outlets generated ongoing brand awareness among their loyal fans, but also extended their fan club far and wide. The Conroy Martinez Group secured stories in national Spanish-language print and broadcast media including Univision’s National show “Despierta America,” People En Espanol, Hoy, La Opinion and Terra.com to name a few, resulting in an increase of market share for Coca Cola products in Hispanic markets nationally.