Tuesday, May 18, 2010

POWERADE(R) Teams up with Guillermo "Memo" Ochoa for First Ever Hispanic Integrated Marketing Campaign

ATLANTA, May 17, 2010 (BUSINESS WIRE) -- Not everyone has the ability to be in two places at once and perform like a superstar, unless you are Guillermo "Memo" Ochoa, goalkeeper for the Mexican National Team. POWERADE will feature the star goalkeeper in its first-ever, fully-integrated marketing campaign created exclusively for U.S. Hispanic consumer. POWERADE Latino, as the campaign is known, will coincide with the 2010 FIFA World Cup(TM) in South Africa. Recently, FIFA officially designated POWERADE as "Chosen by FIFA to Hydrate 2010 FIFA World Cup Players."


"The POWERADE Latino campaign is part of our broader FIFA World Cup(TM) activation this year, reaching more consumers and refreshing them on and off the field with our brands," said Jose Serafin, senior brand manager, Hispanic Marketing, Coca-Cola North America.


The Spanish-language advertising campaign will be activated starting June 1 in major U.S. Hispanic markets, and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa produced for the POWERADELatino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.


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