Powerade is about to start its first advertising and marketing campaign aimed at Hispanic consumers in the United States. The Coca-Cola Co.’s sports drink product said the campaign -- called Powerade Latino -- will feature Guillermo "Memo" Ochoa, goalkeeper for the Mexican national soccer team.
The ads will coincide with the 2010 FIFA World Cup in South Africa, which Atlanta-based Coca-Cola (NYSE: KO) sponsors. Recently, FIFA designated Powerade as “Chosen by FIFA to Hydrate 2010 FIFA World Cup Players.” The Spanish-language campaign begins June 1 in major U.S. Hispanic markets and will be complemented by broadcast, print, out-of-home, online, in-store and product packaging.
Three 30-second TV spots featuring Memo Ochoa produced for the Powerade Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11th. READ FULL STORY
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