Coors Brewing Co. has unveiled a new campaign showcasing important Hispanic community leaders in its ongoing bid to reach the Latino demographic.
The new campaign, Lideres (leaders), begins this month with print ads running in Hispanic publications in Dallas/Ft. Worth, New York, Los Angeles and San Diego. The ads highlight important male and female leaders of various races and countries of origin with a goal of allowing readers to learn about Latina and Latino leaders. The ad copy is primarily in Spanish, but also includes copy in English highlighting that leader’s mission.
Nine ads begin rotating featuring leaders such as Daisy Aponte, Ish Arebalos, Willie Colón and Alma Morales Riojas. Additional ads are to be developed by year end. The campaign runs in partnership with the Hispanic Association of Corporate Responsibility (HACR), a group of 14 Hispanic national non-profit organizations that Coors has been involved with for more than 20 years, said Coors spokesperson Rafael Fantauzzi. All of the leaders featured are associated with the HACR. Stortz Design, Lakewood, CO, created the ads.
Fanpauzzi said that all brand marketing is tied to a community relations piece in each market.
The print campaign is just one part on an ongoing effort to reach the Hispanic community, including via a soccer and music program.
Coors Light is the presenting sponsor of the Coors Light Torneo Del Centenario soccer tournament, which kicks off Aug. 6 in Los Angeles. Mexican soccer team Chivas de Guadalajara, celebrating its 100th year, will square off against Spanish soccer league champions and UEFA European Cup champions, FC Barcelona. This is the fourth year Coors Light has sponsored the Chivas de Guadalajara Soccer tournament.
Coors Light is also sponsoring a 42-city U.S. tour by the Grammy award-wining Norteño band, Intocable. The tour, called the 2006 Coors Light Intocable U.S. Tour, kicks off June 17 in San Jose, CA. The tour runs through September with stops in cities including Denver, Phoenix, Los Angeles, New York and Dallas.
Network
