During the broadcast of the 2011 Confederation of North, Central American and Caribbean Association Football (CONCACAF) Gold Cup on Univision, the commercial, entitled “Buscando Coca-Cola” (“Searching for Coca-Cola”), showcases the unifying power of Coca-Cola through the eyes of a man desperately seeking a supply of Coke before the start of a soccer match, the company says.
As he runs through his neighborhood, the man continually finds himself one step behind his pesky neighbor, who takes the last Coca-Cola from each store. When the man returns home empty-handed, the neighbor looks down at his six pack of Coca-Cola, experiences a change of heart and walks next door to share. Touched by his neighbor’s generosity, the man invites him to join a party in his backyard, where everyone is enjoying ice-cold Coca-Cola.
“The new ad perfectly conveys the role of Coca-Cola in the world of sports, especially in soccer, it shows how it brings people together and enhances the celebrations,” said Miguel Nigrinis, Coca-Cola senior brand manager of Hispanic marketing for Coca-Cola North America, in a statement. “While teams and fans stand in opposition to one another on the field, they can unite and experience true friendship over the great taste of Coke.”
Since 2009, Coca-Cola has encouraged Hispanics to “Destapa Tus Sueños,” or “Unleash Your Dreams,” as part of its “Destapa La Felicidad” campaign – the Hispanic adaptation of “Open Happiness.” The new ad invites Hispanic-Americans to bring home a Coke and unleash the spirit of togetherness with the 2011 CONCACAF Gold Cup.
Both TV and radio versions of the commercial will air on Spanish language networks Univision and Telefutura throughout the summer to help build excitement for soccer tournaments later in the season, the company says. Fans also can view the commercial on the Plaza Coca-Cola YouTube channel as well as get a behind-the-scenes look at the making of the ad.
Plaza Coca-Cola will be featured during the 2011 CONCACAF Gold Cup as an onsite interactive zone where fans can gather to celebrate and cheer on their favorite teams. During selected games of the tournament’s fan fest, Plaza Coca-Cola will be one of these places, displaying a large Coca-Cola bottle for fans to gather around to celebrate their teams. All events at the Plaza are free to the public and will feature a variety of activities for youth and adults alike.
To further the celebration, Coca-Cola will debut two new cutting-edge technologies. The Coca-Cola Gigapixel Fan Cam will take a 360-degree snapshot of the stadium at selected games and generate the images online. Spectators can view the image of the game they attended on www.MCR.com/plaza and locate and tag themselves in the crowd. In addition to the Fan Cam, the brand will unveil the sound platform Golfonía, which allows fans to go online and customize, create and share a song using the sounds of the game. An adaptation of this technology will be featured at Plaza Coca-Cola.
“Our 2011 soccer program is loaded with new innovations and festive activities that will connect Coca-Cola and Hispanic consumers in bold, interactive ways,” Nigrinis says. “We’re building excitement and anticipation for a summer of soccer so fans can get closer to the sport they love and toast their favorite team with an ice cold Coke in hand.”
