Friday, June 11, 2010

US marketers view the World Cup as chance to reach Hispanic consumers

Soccer fans around the globe will be watching the 2010 World Cup when it begins today in South Africa, but some US marketers will be focusing on Hispanic consumers, many of whom are huge fans of the sport.

McDonald’s, Coca-Cola, and Anheuser-Busch are among the official sponsors of the World Cup, buying up ads domestically and abroad to cater to Hispanics.

Canton-based Dunkin’ Donuts is running Spanish-language ads during the first match. Powerade, a division of Coca-Cola, is launching its first ad campaign specifically designed to reach US Hispanic consumers, called “Powerade Latino’’ and featuring a star goalkeeper for the Mexican National Team, Guillermo “Memo’’ Ochoa.

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