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Powerade has made their ties with the Hispanic market stronger and what better way to establish itself than by having one of the most marketed players in the US as their spokesperson.
Mexican international goalkeeper Guillermo Ochoa is in a series of spots that that are geared toward promoting the ION4 sport drink that came out in March of 2009. Powerade Latino is first-ever Spanish marketing campaign being done by Coca Cola North America in an effort to further promote Powerade specifically to the ever-growing Latino market in the United States.
"The POWERADE Latino campaign is part of our broader FIFA World Cup 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 soft drink giant is one of the official sponsors of the world's biggest sporting event to take place in South Africa.
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 POWERADE Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.
The commercial was shot in Mexico and it consists of a special training session where the Club América goalkeeper was going to undergo an intense session in a goal interlinking two separate pitches.
The purpose of this was to promote the replenishment and properties of the ION 4 when an athlete is undergoing an intense workout and its ability to nourish valuable elements lost in training.
Newsodrome
El Octagono
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