The Hispanic Consumer South Florida communication strategy

Why

It is estimated that in a few years, 30% of consumers of Coca-Cola in the US will be of Hispanic descent. This is especially true in specific areas of the country like Southern Florida. Now, more than ever, it is of vital importance to communicate with the LatinX population in an authentic, relevant and culturally accurate way.

What

Coca-Cola Beverages Florida asked for our support in research and planning a regional communications approach as part of a toolkit on how to connect effectively with the Hispanic consumers residing in South Florida.

This segment is comprised mostly of Caribbeans, Cubans and South Americans –target groups that are different to the Mexican consumer that Coke is generally accustomed to communicating to in the US. It is necessary to first understand their cultural nuances and passion points in order to identify how, when and where to reach them throughout the year.

How

We conducted a thorough research discovery phase and expanded on four cultural passion pillars that resonate with these consumers – Food, Sports, Music, Arts. We then built a yearlong calendar identifying Hispanic events, partnerships, brand-owned assets and activation opportunities for each major city in South FL. Lastly, we created a playbook with proposals for targeted communication materials and messages to leverage in retail environments for each passion pillar.