Coca-Cola Introduce New Hispanic Marketing Campaign for Mexican Soccer Fans

Coca-Cola has increased it’s commitment in the Hispanic market with a new marketing campaign  that celebrates the passion for the sport, the fans and the 30-year relationship with the Mexican National Soccer Team (MNT).

The campaign includes a new television commercial titled “Wave,” that looks to bring people together match after match.

“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 Multicultural Marketing, Coca-Cola North America Group. “Coca-Cola’s involvement in this campaign hits very close to home because we understand the feeling, the excitement, the hope, and the need to cheer and follow the Mexican National Team.”

Shot on location in Mexico City’s fabled Estadio Azteca, “Wave” shows Mexico fans’ unrelenting support for the Mexican National Team. The film starts in 1986, when an avid fan accidentally starts a wave, or “Ola,” after a near miss by Mexico. The wave then travels around the stadium, and also through time. We follow it as it goes through all the decades, taking us into the future, to 2014, where we reconnect with the avid fan from the beginning. Only this time, the fan has his son with him, keeping the support alive. They celebrate a goal with an ice-cold Coca-Cola as it ends with the message, “never stop believing.” “Wave” was created by Ogilvy & Mather.

Coca-Cola has been a partner of the MNT for more than 30 years in Mexico and 10 in the U.S. as part of the Mexican National Team’s annual tour. 

“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 Multicultural Marketing, 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.”

The creative will premiere July 1 on Univision Deportes. “Wave” hits billboards July 15 and print Aug. 14.