Coke’s latest campaign is targeting US Hispanics in their ad campaign to be aired on TV, radio, mobile, digital, out-of-home and in print. Everywhere Coke will tell them to ‘Unleash your dreams’ toeing the original theme of the company which is ‘Open Happiness’.

The campaign is designed by Ogilvy & Mather. It has tried to feel the pulse of Hispanic culture and way of life for this campaign. Hispanics are out to achieve their dream in US, the land of opportunities. Their dreams are about basics, education for children, home, learning to speak English and have an own business and some may want to meet some celebrity or sports stars. All dreams seem achievable needing a little push. The clever campaign does just that plays and teases about their dreams and little moments of happiness.

Marketing is no longer more about smart advertising campaigns. Coca-Cola has planned many other promotion and PR campaigns. Every sense and sensibility of Hispanics will be targeted by this campaign. Advertising is becoming target audience specific. Consumer is truly god.

Via Adweek