Javier Delgado of Coca-Cola: Centennial Cup America is an opportunity to create that happy moment for our consumers

Coca-Cola celebrates with soccer fans the passion for the teams playing at the Centennial Cup America with its campaign Share a Coke and a Song. Javier Delgado, Group Director Multicultural Marketing Coca-Cola North America Group told PRODU that in events like these -and in general- multicultural consumers are very important for brands. “For a long time multicultural consumers ceased to be a minority, now they are critical. It’s important for this type of consumer to continue to grow and perdure, and also the way we communicate with them.” He added that what is most important is the relevance of how we talk to this audience. “You must have an idea based on a behavior that many multicultural consumers can relate to, that communication doesn’t get segmented and the brand is understanding the consumer.” A sport’s event is “super especial” for the brand and “is a very good opportunity to interact with our consumers to create that moment of happiness.” Coca-Cola has a digital campaign where the consumers’ soccer feelings and passion are expressed. “The coke bottles are inspired in very important song phrases, and this is a perfect interaction with soccer’s passion.”