MERCADEO Versión en español
Coca-Cola launches Wave, its new spot targeting Hispanic soccer fans
1 de julio de 2013
Wave fue creado por Ogilvy & Mather y filmado en el estadio Azteca de Ciudad de México
Coca-Cola has launched a new spot hailing the U.S. Hispanic markets passion for soccer and the companys 30-year ties with the Mexican National Team (MNT).The new Coke commercial called Wave pays tribute to fans who share a love for the sport that brings them together match after match, year after year.”Seventy percent of the 52 million Hispanics in the U.S. today are Mexican or of Mexican descent, and many continue to follow their team” said Lauventria Robinson, VP of multicultural marketing for the Coca-Cola North America Group.Shot in Mexico Citys legendary Aztec Stadium and created by Ogilvy & Mather, Wave shows the unceasing support of fans for the Mexican team. The spot kicks off in 1986 when wildly enthusiastic fans, including a kid called Manolo, accidentally start a wave of standing-and-sitting spectators. The wave sweeps around the stadium and also through time to years later, when Manolo, now a grownup, joins in the wave with his son, and together they celebrate a goal with a Coca-Cola.”Coca-Cola has always been part of our fans’ soccer viewing events it’s simply a natural element of their soccer celebrations,” said Anali Cabrera, brand director of multicultural marketing for the Coca-Cola North America Group. “This new spot highlights our commitment to the Latino community, letting them know that we have and will continue to celebrate and support their team.”To see the commercial visit {Wave;http://youtu.be/B_ko1hZ0Kog}.
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