Latino Players Star in ‘Familia de Beisbol’
Theresa Howard
Illustrating just what it means to act local per its strategic redirection, Coca-Cola will ramp up its Latino baseball push with a championship game next month and links to Major League Baseball players, plus giveaways.
Kicking off in the Northeast and paving the way for a national program with more local elements, Coke is nearing deals to sign Edgardo Alfonzo, Ricardo Rincon, Vladimir Gerarro and Rey Ordo[bar{n}]ez, and will bring back New York Yankee Bernie Williams for in-store support as part of a new “Familia de Beisbol” promotion.
The effort will support Coke’s “Batea la Sed” (“Beat the thirst”) campaign launched last summer (Brandweek, June 28, 1999).
“‘Familia de Beisbol’ is really designed to help highlight what we are doing in communities through ‘Batea la Sed,'” said Ric Casale, marketing manager. “Customized POS materials will help us communicate the championship game and offer up promotions around the players in Latino neighborhoods.”
Last year’s inaugural launch of “Beat the Thirst” targeted adults in leagues, but returned this year with a focus on 13- to 16-year-olds. Additionally, Coke ramped up the program with the giveaway of 30,000 Yankees tickets and a sweeps for 100 sets of baseballs autographed by the members of Familia de Beisbol.
Coke is also partnering with New York City radio station Mega for baseball set giveaways.
Coke would not comment on the player identities saying that contracts had not been finalized, but did say a player representing each country of origin in the Latino community would be represented.
“How we got to market was very much with the local approach in mind,” Casale said. “‘Batea la Sed’ originated at a very grass roots level but has legs and something very similar could be created with other Latino communities around the country.”
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