Dr. Pepper will sponsor a series of concerts leading up to Univision’s Latino youth awards show, Premios Juventud, that celebrates pop culture. Marketing firm Eventus is working with Univision and Dr. Pepper to "connect brands with multicultural audiences."
Angelina Osornio warns parents about snack foods that explicitly or implicitly promote drug use, such as Purple Stuff (a soft drink whose name and logo are associated with recreational cough syrup use), and Lazy Cakes (a snack cake that is marketed as a "relaxation brownie" and contains melatonin).
Piggybacking on the soccer excitement among Latinos, Coca Cola launches a series of marketing advertisements and campaigns to reach Latino soccer fans. These include a new ad titled "Buscando Coca-Cola" that claims to embody the unifying element in Coca-Cola. Other marketing events include the "Coca-Cola Happiness Dome," "Coke Zero Impressive Moments," "Powerade Challenge" and a "Coca-Cola Gigapixel Fan Cam" that can take a 360-degree snapshot of the stadium during selected games and encourages fans to tag themselves in the photos.
The American Academy of Pediatrics has recommended that children avoid energy and sports drinks, which are heavily marketed to this age group. These drinks may add significant calories to their diets and cause problems related to caffeine consumption.
Brands are creating more sophisticated, "hipper" and targeted campaigns to reach Latinos. Strategies include teaming up with famous Latino celebrities and spokesperson, and hiring consultants to reach Venezuelans, Brazilians and Columbians.