Coke Taps Latinos Desire for Self-Improvement

In an interview conducted by Joe Kutchera, Reinaldo Padua, the assistant VP of Hispanic Marketing at Coca-Cola America talked about a new educational marketing initiative. 

In essence, when Hispanic customers buy coke, they receive a bilingual dictionary and a DVD with the first lesson from the Inglés sin Barreras collection. Thereafter, they can register and accumulate points and redeem these for one of the 12 volumes of the collection.

By doing its research, Coke was able to identify that for Latinos, happiness means being able to pursue their dreams, and one important factor in being able to do so in the U.S. is to have strong English language skills.

The initial results of thein-store and mobile campaign, "look very encouraging" said Mr. Padua. " The feedback we have gotten from consumers has been very positive. The feedback from our employees, our most important stakeholders, has also been positive. They love it and understand the value that it provides to the community. Customers also love the idea that we are helping the community in a tangible way."

Source: Media Post

Comments

[richard provance]

The recession is creating both hardship and opportunity. Those who recognize the opportunity will use this time of uncertainty and high unemployment to improve their marketability. Our collective brainpower is a huge untapped resource, especially among members of minorities. Perhaps with a minority President, who is well educated, other minorities will begin to do what it takes to get the education that the best jobs of the future will demand. Richard Provance, thelearningbooth.com

[Carla Briceno]

Thank you, Richard, for your comment. I couldn't agree with you more.